Urban regeneration: grassroots to major projects

As the Midland PR agency for expert developer and regeneration specialist St. Modwen, Liquid is responsible for raising awareness among regional media of the Birmingham-based company’s commercial developments, its commercial team and commercial decisions. Local community engagement in Longbridge, a key strategic site, is also vital – and we lead on that, too.

The brief

Our public relations strategy ensures St. Modwen – with a national portfolio of £1.7 billion – has a larger share of voice than its competitors. We develop and place stories that highlight the developer’s key messages while satisfying the media’s demand for interesting copy, strong visuals and industry comment. Copywriters draft press releases, features and reactive statements on behalf of the leadership team.

What we did

In addition to an effective communications strategy, day-to-day work might include announcing major planning permissions, providing expert industry comment (for example, on skill shortages) and launching completed builds. Much of the work is proactive and positive, but Liquid also provides crisis communications on matters such as sensitive conservation issues and land access. We manage St. Modwen’s community-facing social media channels and website, Longbridge Life, to ensure local people feel engaged in the business and share its vision of improving the quality of life and creating jobs in the local area.

The result

Since January 2017, Liquid has secured more than 400 pieces of regional and national coverage for St. Modwen; delivered two social media workshops for key company employees; attracted 1,606 followers on Longbridge Life’s Twitter feed; and 2,633 followers on Longbridge Life’s Facebook page. As part of our “hearts and minds” campaign, Liquid established a partnership between Longbridge Town Centre and Digbeth Dining Club, and works with Friends of Longbridge’s Open Spaces to promote a series of seasonal events including markets, music events and community fitness activities.