Launching the new £450m Bay Campus for St. Modwen and Swansea University

Equinox has been the retained regional PR agency for leading UK regeneration specialist, St. Modwen, since 2008.  In 2015, our brief was to work in partnership with Swansea University’s press office to maximise media coverage around the September 2015 launch of the new £450m knowledge economy Bay Campus delivered by St. Modwen.

PR outputs

Partnership working

  • Development of a formal PR protocol and launch communications toolkit to ensure consistency of message by partner LAs, contractors and internal / external colleagues
  • Management of quarterly partner communications meeting on site to co-ordinate the wider partner PR effort and map out target activity

Stakeholder engagement

  • Design and production of a quarterly Bay Campus community newsletter to keep nearby St. Thomas and Port Tennant residents updated on site activity and launch
  • Design and issue of a bi-annual stakeholder newsletter to update the business, academic and political audience on development milestones, local job creation, training and supply chain support in the run up to launch
  • Bespoke site visits for key stakeholders and co-ordination of resulting media coverage to keep project top of mind and drive a lasting legacy for the city region

Media relations

  • Rolling plan of monthly news releases, feature exclusives and photo stories issued out to target media to maximise anticipation around launch. Including a site visit and double page ‘one month to opening’ exclusive by editor of key trade title, Property Week; media coverage around key building hand overs on site in run up to launch; 360 video ‘sneak peek’ reveal of student accommodation for Wales Online; in key trade title, Property Week; media coverage around job creation, skills and training success stories and supply chain case studies
  • Digital multimedia content to promote online and social media engagement with the project pre and post launch. This included time lapse videos of site construction and Great Hall fit out; aerial drone footage of the completed Bay Campus and a bi-lingual infographic showing the socio economic impact of the project for the local community to date
  • Innovative PR stunt, executed post launch to maintain media relations momentum. This involved flood lighting the new £32m Bay Campus Great Hall together with rotating key messages across w/c 13 March 2015 to generate blanket media and social media coverage as well as visual impact with the local community travelling along the adjacent Fabian Way dual carriageway

PR Outtakes

  • Over 3m people reached through positive media coverage
  • Over 9m opportunities to see or hear about the new Bay Campus
  • 35 local and national Wales print and online cuttings generated
  • 15 minutes of national Wales broadcast
  • Over 600 Wales political, academic and business stakeholders and 300 local Swansea residents reached through each newsletter (two in total issued across 12 month period)
  • Over 40,000 people reached via SU Facebook, and 120,000 impressions on Twitter
  • Campus video had nearly 24,000 views on YouTube
  • SU Bay Campus website received over 190,000 page views

PR Outcome

A lasting legacy for Swansea University and St. Modwen in the Swansea Bay City Region:

“In partnership with St. Modwen we are delighted to see the first phase in the realisation of our strategic vision come to fruition, with this significant investment to transform and expand the University’s estate into a fit for purpose, research-driven global exemplar of a 21st Century University, which fully promotes and champions the student experience.  The partnership with St. Modwen has allowed the University to deliver the first stage of its ambitious estates development programme at the Bay Campus on time and on budget. This would not have been possible without the exceptional and dedicated project management of St. Modwen’s senior team and the relationship with the construction supply chain that they have managed throughout the process. In addition St. Modwen has respected the University’s policy in promoting regional opportunities wherever this is possible. The impact has been 170 contracts being awarded within Wales and almost 7000 jobs during the 26 month construction period.’’ Professor Iwan Davies, Senior Pro-Vice-Chancellor, who has led on the Bay Campus development

2017-05-06T17:07:46+00:00 April 7th, 2016|Case Studies, Case Study Property & Construction|