St. Modwen – Regenerating the Swansea Bay City Region

St. Modwen is the largest private owner of brownfield land in South Wales with almost 4,000 acres. The company is currently progressing four projects in South Wales that collectively will provide 6 m sq ft of employment space, 30,000 jobs and more than 8,000 homes and supporting community facilities over the next 20-30 years.  Equinox has been retained since 2008 to position St. Modwen as the UK’s leading regeneration expert and profile its flagship developments in the Swansea Bay City Region and across South Wales to target business, political and academic stakeholders, consumers and media.

Our approach

Year one (2008) centred around a strategic corporate communications campaign, tailored to South Wales, to cement St. Modwen’s credibility and reputation as a major contributor to local economic regeneration through long term development of commercial property and residential land.  Key activity included bespoke local, national and UK trade media briefings as well as UK national and Wales specific ‘deal maker’ award entries.

Over the following seven years, Equinox has employed proactive local media relations campaigns, harnessing the regional business, academic and political news agenda, alongside flagship development construction milestones, new land acquisition and local supply chain case study success stories to further build the corporate profile and media presence. As well as partnership working with affiliated local government, business development and community groups to drive advocacy for the individual St. Modwen developments.

Highlights

One example of our PR support in practice is our work to promote St. Modwen delivery of the new £450m Bay Campus for Swansea University:

In February 2013, land owner St. Modwen signed up as Swansea University’s development partner for the new Bay Campus.  The first development phase of 1,000,000 sq ft of academic buildings and student accommodation construction is now nearing completion at the Bay Campus in time for the first student occupation in September 2015.  This £450m Bay Campus is part of an expansion programme being undertaken by Swansea University which will help transform Swansea Bay as a City Region.  It is also one of St. Modwen’s four flagship developments across its UK portfolio and forms part of the linked development in the Swansea Bay City Region alongside neighbouring St. Modwen sites – the £1.2bn sustainable new community at Coed Darcy and the £500m Baglan Bay energy park.

Key PR support provided by Equinox for the two year Bay Campus construction phase include:

  • Development of a formal PR protocol and Bay Campus Communications toolkit to ensure consistency of message, tone, look and feel across all communication issued by the partner LAs, contractors and Swansea University teams
  • Management of quarterly partner communications meetings on site to co-ordinate quarterly PR and marketing activity
  • Design and production of a quarterly Bay Campus community newsletter issued out to local residents to update on the construction phase and co-ordination of content from the three partner contractors and Swansea University
  • Copy writing, design and production of a bi-annual stakeholder newsletter to update the business, academic and political audience on key construction milestones, local job creation, training and supply chain support
  • Management of key Ministerial and media photocall opportunities on site, in partnership with the Swansea University press officer, to generate coverage around key construction milestone as well as social media content for upload to the Swansea University digital channels
  • Management of all marketing literature, event set up and display materials under the annual St. Modwen sponsorship of the Varsity Cymru
  • Management of all Welsh translation of content, site signage, promotional and marketing literature
  • Media relations support for the set up of St. Modwen Student Living – which has recently won the contract to provide facilities management at the new Bay Campus, commencing in summer 2015
  • Filming, editing and production of aerial drone footage of the Bay Campus and other key St. Modwen sites in South Wales for use at corporate events as well as with online media

Results

The Bay Campus, as part of the linked development, has contributed to the lion’s share of media coverage generated for St. Modwen. A snapshot of the past 12 months:

Output 

  • Over 20 regionalised press releases issued to Wales media in 12 months
  •  Four sector specific editorial features placed in Wales business / UK trade media
  • Two national radio & TV broadcast interviews delivered in Wales (Baglan / Bay Campus)
  • Three local community bi-lingual newsletters  produced for Bay Campus partnership
  • Two bi-lingual political stakeholder newsletters delivered for St. Modwen in Wales
  • Campaign first – film & production of aerial drone footage of St. Modwen sites in Wales

Outtake

  • 6m people reached through positive media coverage across Wales and the South West
  • 150 local and national Wales print and online cuttings generated
  • Over 600 Wales political, academic and business stakeholders and 300 local residents reached with regular newsletters

Outcome

St. Modwen’s long term investment in flagship projects across the Swansea Bay City Region and Wales now widely recognised by the business, political and academic audience in the region.

2017-05-06T17:07:47+00:00 December 7th, 2015|Uncategorized|