Client
Year
Deliverables
Social Media
Email Marketing
Creative Development
Situation
Franco worked with the Ferndale Downtown Development Authority and City of Ferndale to support all communications surrounding the highly anticipated Woodward Moves construction project. City officials knew any construction impacting Ferndale’s thriving downtown business district would result in high scrutiny from residents, business owners and even members of nearby communities.
At the same time, the project was critical for implementing more modern infrastructure that would ultimately support a safer and more prosperous business district.
Approach
Franco took a strategic approach to identifying and focusing on the key elements of “Why Woodward Moves” and used those themes as pillars throughout our communications work. At the start of the project, our team developed master messaging that we used throughout all project related communications.
We designed an overall communications plan for the project with the goal of proactively keeping key audiences updated and engaged, which included: media relations outreach and interview coordination, social media strategy related to the construction project, website updates and maintenance, email marketing and downtown business owner engagement. Our team also designed the overall project creative treatment to give Woodward Moves a consistent and recognizable look and feel while still aligning with city and DDA branding.
Results
Franco’s approach ensured the Ferndale community stayed up to date as construction evolved and prioritized proactive and transparent communication to keep the project sentiment as positive as possible. Specific results included:
- 41.4% average email newsletter open rate (20.1% higher than the industry average open rate)
- 1,553 email newsletter subscribers
- 58 pieces of media coverage
