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 consultation roadshow which toured the Liverpool City Region gauging opinions on the club’s plans.
The two-stage consultation started with the first phase in November 2018 and then the second phase in August 2019. This truly integrated campaign, utilising a specially designed trailer incorporating a VR experience of the new stadium took the exhibition on tour around the Liverpool City Region, and also included a digital and direct marketing campaign, as well as traditional media.
Across the two consultations over 63,000 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 response to a commercial 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.
This project won the ‘Best Property and Construction Campaign’ at the Northern Marketing Awards 2019 and has been named as a finalist for ‘Marketing Campaign of the Year’ in the Chartered Institute of Marketing Awards 2020.
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