Sainsbury's/LandSec

20 years of Gough engagement regenerating Selly Oak with The Harvest Partnership.

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Commercial challenge

A long-term project with multiple challenges along the way, the 20-year regeneration of  the battery site in Selly Oak, Birmingham, saw Gough benefit its client with every aspect of built environment communications.

LandSec and Sainsbury’s joined forces as The Harvest Partnership to promote and deliver a retail-led mixed use regeneration scheme at the 30-acre brownfield site, also requiring over two years’ remediation works with civil engineering and construction contractor, Careys.

A turnkey  marketing, PR and engagement team was therefore required to support the major project as it progressed. From public consultation and stakeholder engagement in the planning process, to community liaison throughout remediation and subsequent construction works, right through to property marketing, launch events and disposals support, we were depended on, and delivered, at every stage.

Human approach

Initially, Gough took highly detailed and technical site information and made it digestible and interesting for the local community. We recognised how much history and emotion there was connected to the site, so we ensured everybody felt part of the journey as the site plans became a reality.

Having helped secure planning consent, we adapted our strategy to that of a proactive, responsive and effective construction communications team, responsible for all stakeholder and community liaison whilst the site was transformed. At this stage, we served our client best by being there for local people, by taking the time to talk and to listen, and to address issues sensitively during the most disruptive periods.

We were trusted to represent the client at every turn, freeing up the project team to focus on advancing the scheme through the various stages. Gough delivered everything with a professional and efficient turnkey approach – PR, digital, creative and physical interactions.

Later, Gough organised celebrations as phases completed and new parts of the regenerated site opened to the public. We planned all aspects of the events so that the project team could attend as guests and enjoy the fruits of their labour along with an excited community.

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Results

The core scheme was fully realised and is now an established part of the area. Gough’s success was highlighted by being appointed again and again as new people came on to the project and new companies took on various responsibilities. We are proud to have been a constant throughout.