When it’s done
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Northshore Corridor Association
Public Service Campaign
Plans for a dense, 621-unit riverfront housing development on 400+ acres, including lake frontage on the last large tract of undeveloped waterfront in Knox County, Tennessee, spurred neighbors to create a grassroots organization representing 12 community groups — the Northshore Corridor Association (NCA). The NCA asked FMB to develop informational materials and coordinate a campaign to “get the word out” in advance of public meetings.
FMB responded by developing branding and an integrated campaign in under two weeks before a public Metropolitan Planning Commission meeting. Press releases and story pitches helped facilitate news stories (Knoxville News Sentinel, WBIR, Compass and Knox TN Today). Within a few days of the request, FMB created the brand logo and tagline, which were leveraged on letterhead, postcards, flyers and t-shirts. A branded Northshore Corridor Association Facebook page was created to mobilize local residents and urge attendance at the MPC meetings. Page posts included FMB-produced videos, news article curation, development updates and FMB-generated “events.” Ads were created to increase reach and a website was designed, programmed and went live in five business days.
- From relationship commencement August 1 to the meeting August 9, FMB helped draw 150+
NCA t-shirt adorned members and generated a flurry of news reporting (in just eight days!).
- September 13 followup meeting had 100+ attendees.
- Facebook page grew from zero followers to 626; page likes rocketed to 598 (in a mere month!).
- Facebook page’s organic reach peaked at 2,757 in one day; paid reach at 21,216 on another.
- Signatures increased on change.org petition from 300 to over 1,500.
- MPC ultimately approved the development, but FMB’s campaign offensives helped NCA obtain concessions, including:
- Important traffic safety improvements to area roadways
- Water and sewer line improvement; new wastewater treatment facility
- Protection of 21 acres along Tooles Bend from future development
- Developer’s commitment to improve a vital intersection; pay/share cost of infrastructure enhancements
- State commitment to enhance nearby major thoroughfare