Everton Football Club enlisted Influential to deliver full-service communications support for The People’s Project, a campaign highlighting the Club’s plans to move into a new state-of-the-art stadium at Bramley-Moore Dock and deliver a community-led legacy project at Goodison Park.
Advising the stadium development team and specialist planning consultant CBRE, the Influential team first developed a brand identity which would have universal appeal both inside and outside of footballing circles.
With the brand identity agreed, the agency set out a comprehensive engagement and communications strategy which centred around the delivery of a three week long consultation roadshow which toured the Liverpool City Region gauging opinions on the club’s plans.
The first phase consultation took place in November 2018 using a specially designed trailer to take the exhibition on tour around the Liverpool City Region. Locations such as shopping centres were selected to ensure contact with non-football supporters.
Over 20,000 people completed a questionnaire either online at the project website, via post or at a roadshow event. This level of engagement makes it one of, if not the, highest ever responses to a development consultation in the history of the city.
Influential also delivered a series of set piece editorial PR tactics which have kept the process in the public eye and grown social media audiences from the ground up.
Planning for the second stage consultation is now underway, where we will again be seeking views from the people of the city region, this time on the detailed proposals. Planning applications for both the new stadium and for Goodison Park are being submitted in the second half of the year.