Baystone Development’s Legacy Farms, a 730-acre project featuring single-family homes, townhouses, and condominiums in Hopkinton, MA, had sought approval to amend their master plan due to evolving market conditions. Previously defeated at a town meeting in 2014 due to the anti-development stance of some residents, Nickerson was brought in with the goal of educating residents and influencers of the project’s numerous benefits and value to the community.
With only a 6-week timeframe with which to work, our strategy was to launch an integrated public relations, social media, and informational communications effort that delivered a 67% town approval vote — reversing a previous 32% losing vote — to amend Legacy Farms’ master plan.
Before Implementing Campaign32%
After Implementing Campaign67%
Creating A Winning Legacy
Nickerson achieved a two-thirds majority YES vote for Legacy Farms, taking the previous loss of 32% to a winning 67% approval in just six weeks.
Facing tall odds, Nickerson needed to double the towns vote, and went with traditional marketing techniques like canvassing and television appearances, and modern age techniques producing infographics for social media campaigns. Not only was this a win for Baystone Development, Legacy Farms, and the town of Hopkinton, but for Nickerson as well. It gave us concrete evidence that the integrated approach is proven, and serves as an example to follow in the future.
Graphic & Web Design
Nickerson designed an informational brochure as a tool to widely disperse factual information about the existing development and the proposed amendment. A series of infographics were created to help residents and influencers easily understand the changes and share study data/other project-based facts. Utilizing Baystone Development’s existing website, Nickerson created a thorough but easy-to-understand Frequently Asked Questions (FAQs) page. The team shared project information, community improvements, calls-to-action, and key dates for community outreach via Twitter and Facebook, directing all traffic back to the FAQs section.
Public Relations & Social Media
Nickerson secured TV appearances on Hopkinton’s local cable access channel and coordinated numerous press placements on behalf of Baystone Development, as well providing ‘boots on the ground’ targeted community outreach and neighborhood canvassing. Campaign-style signage was displayed at high-visibility areas throughout town, strategically designed to portray the grassroots aesthetic. Nickerson organized a community outreach informational session. Nickerson monitored the opposition’s social media channels and attended all community and town meetings, responding to misleading comments and incorrect assumptions with factual, relevant information.