Ravenscraig - Community Engagement

Engaging the community with one of Europe’s largest regeneration initiatives 

The Brief

• Ravenscraig is one of Europe’s largest regeneration and community creation initiatives, located in North Lanarkshire

• This transformational regeneration project is led by Ravenscraig Limited (a joint venture company comprising Barratt Developments, Tata Steel and Scottish Enterprise).

• Our brief is to provide strategic PR, social media, stakeholder engagement and digital support for Ravenscraig, helping to engage the local community and highlight the ongoing investment.

Our Approach

• Create a compelling key messaging framework

• Develop a detailed communications strategy for the year, using targeted PR to maximise key development and planning milestones and create a regular drumbeat of positive news including opinion pieces from Russell Wilkie on the vision for the site

• Arrange visits with key stakeholders, including local councillors and members of Scottish Parliament and share regular updates with key local politicians throughout the development process.

• Establish a LinkedIn and social media strategy for Ravenscraig

• Develop a targeted programme of community outreach and create materials to support public consultation process

• Support the delivery of two public consultation events for Meadowhead remediation works

Results

• Key message matrix developed 

• Stakeholder audit and map created and two key visits arranged

• 75 pieces of earned media coverage across six months

• 1.9m potential audience reach

• Over 18k views on LinkedIn with a 6.68% engagement rate, double the platform average

• Well attended public consultation events including key stakeholders

Outcomes & Impact:

• Curated an integrated PR, PA and Social strategy with strategic plan all under  a new tagline for the community - Forging Futures Together. 

• Created a new LinkedIn channel, content plan and trained all Ravenscraig board members to boost engagement 

• Feedback from the board has been overwhelmingly positive, with board members stating they now feel a buzz around Ravenscraig and the activities taking place. 

• Following support from Perceptive, the relationship with the local community has been much improved. There are now regular meetings between Ravenscraig’s Director and key community members, ensuring community feedback is taken onboard earlier in the process and allowing for more engagement along the way. 

• Coverage has generated a significant uptick in enquiries, including developers, consultants and contractors all getting in touch to discuss availability of sites.

Client Feedback

“I was instantly impressed with Perceptive’s successful track record in regeneration and place making projects, similar to Ravenscraig.  

”As Scotland’s built environment communications specialist, they were a perfect fit for Ravenscraig which is a complex, multi-partnership, long term regeneration project. 

“Perceptive has been instrumental in delivering value and raising the profile of Ravenscraig in a short space of time. I would have no qualms about recommending Perceptive, especially to companies in the property industry as they ‘get it’.

Russell Wilkie, Development Director at Ravenscraig