Award winning CSR for Countryside

Mobas has been working with Countryside, the national property developer, for a number of years, implementing successful PR campaigns that focus on its three key Cambridge sites: Aura, Abode and Novo.

Challenge

Mobas is the only specialist PR agency appointed by Countryside to help deliver regional PR and create a positive perception of brand and its developments in this strategically important city.

Strategy

Utilising the team’s excellent connections with local media, establishments and businesses, Mobas developed a two-pronged approach; first to develop relations with the media through events, visits and a rolling programme of news to help promote and sell the properties. The second and largest part of the campaign was engaging with the community, helping to create a positive perception amongst existing residents and promoting Countryside’s positive presence in the City and across its new developments.

Results

Mobas developed and deployed numerous tailored community engagement campaigns including art and design projects with local schools as well as educational site visits, such as Q&A sessions with the Countryside project team. Other community initiatives have included sponsorship of a Halloween workshop at Novo which had over 130 attendees, carving 45 pumpkins.

Over the last few months Countryside has also sponsored a garden party for Addenbrooke's Charitable Trust charity as well as launch events at the key show homes, building relations with the local residential and organisations, and working community in the area.

The team at Mobas has delivered rolling news campaigns about the new developments, securing regular coverage in all key regional press, reaching an audience of more than 2.3 million local people over the past 12 months.

Mobas has also worked with a large and varied number of local stakeholders on behalf of Countryside, making sure the wider community is kept up to date with news of the developments as well as helping educate and integrate existing residents.

Our campaign for countryside was recognised by the Chartered Institute of PR, winning the Best CSR campaign in the 2016 CIPR PRide awards.

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