The Approach

Influential began working with U+I in autumn 2016 after its appointment as development partner on the transformational £850m Mayfield regeneration scheme in Manchester. We have communicated U+I’s exciting vision for Mayfield alongside an integrated PR and digital campaign to support the ‘meanwhile’ launch of part of the site as a street food destination, urban garden and events space.

We co-ordinated and publicised the Mayfield Partnership’s multi-location public consultation exercise for the updated Strategic Regeneration Framework in early 2018 and also conducted community and stakeholder engagement sessions alongside providing strategic planning consultancy advice.

The Output

Influential’s integrated PR and digital campaign has focused on highlighting the importance of the Mayfield regeneration to Manchester alongside raising the profile of U+I as an ambitious, progressive and socially-aware developer which works with the public sector to create vibrant urban communities by breathing new life into often-forgotten places.

Set piece activity has included: U+I’s appointment; setting the vision for the next decade; supporting the launch of U+I’s Manchester office at Mayfield, supporting the new Mayfield Strategic Regeneration Framework Public Consultation exercise; unveiling U+I’s Mayfield film and poem ‘Manchester’s Sprawling’ at MIPIM in 2017; launching mayfieldmanchester.co.uk and social media channels; supporting the launch of the GRUB street food fair at Mayfield; and delivering multiple site tours for target regional and national journalists.

Digital activity has included management of the website and social accounts, web content, social media content, paid social media adverts and video creation around many varied ongoing events and updates taking place on the development site.

Over the first twelve months of the campaign more than 120 pieces of positive media coverage were generated, and more than 7,000 social media followers were gained.