An annual magazine, a website updated weekly, a quarterly news e-bulletin, a series of round table discussions, an annual networking event and a delegation to the international property show MIPIM. Case study below.
Ealing has been described as the "Queen of the Suburbs" (it boasts over eight square kilometres of parks and green spaces) and this was seen as too one-dimensional for a borough attracting a wide variety of development and regeneration. In particular, the council wanted to draw attention to:
3Fox was commissioned to produce a magazine once each year, part-funded by sponsorship. Outside Ealing, this would would deliver the council's messages to named decision makers at prospective developers, investors and advisors. And it would do so in a colourful and lively fashion, with striking photography and commentary produced by professional specialist writers in fields such as architecture, property and construction. Inside Ealing, the magazine would portray the relationships the council had forged with its developer and other partners.
On publication we organised a networking event at which investors, developers and advisors with interests in Ealing could mix with members and officers from the council, and companies new to the borough could access advice from established businesses. This event has taken place every year with attendences of around 80-150.
A website was created to host a digital version of the magazine. This now carries feature extracts and updates, news, project profiles, a contacts directory and a development map.
Website content includes press releases and news provided by sponsors and partners, alongside original content generated during the production of the magazine and to update magazine features. We are now working on a process to provide regularly updated video content online.
Partners are encouraged to link to this material from their own websites, as illustrated below:
The best and most topical content is assembled quarterly into an e-bulletin to supplement the annual magazine.
A series of round table discussions has been developed to help the council enagage with developers over specific issues, beginning with the CIL round table in 2012.
A select group of the magazine's sponsors and council's partners come together each year to design and undertake a delegation to the international property show, MIPIM, in France, where development opportunities are promoted to 20,000-plus delegates from around the world.
The magazine was well-received and has continued through to the current fifth issue, which is in production. It has helped the borough significantly raise its profile in the development industry; it has fostered a sense of confidence within the council; and it has strengthened relationships between the council and its development partners. Most importantly:
"Ealing in London magazine has been very successful in terms of generating interest in Ealing. We have had a lot of commercial queries and actual development coming out of that magazine." Pat Hayes, executive director regeneration and housing, Ealing Council.
"This magazine is brilliant. The cover with the heavy glossy card and strong clean typeset can compete with the likes of any luxury top-end magazine, one would be proud to put this on the coffee table, or reception area. This magazine is the perfect platform to showcase all that Ealing has to offer now and in the future, it entices the reader with its attractive layout and eye catching pictures. I love it. As an independent family-run estate agency I am proud to live and work in Ealing. How exciting to finally have a magazine that spells "success", and highlights the reason why Ealing has its finger on the pulse. Watch out - the best is yet to come. Thank you for producing such an eye-catching, top-end product.Please can we have it more often and let's get it out to the local residents, so that they too can feel a sense of pride about their local borough."
Gardiner Residential LLP
"I was very impressed with the Ealing regeneration magazine. It demonstrated Ealing's commitment and ambition to regenerate and create high quality well designed places. The excellent print quality coupled with an interesting and varied content across all sectors made it a very easy read. Well done."
Willmott Dixon Homes
"The first edition of Ealing Council's regeneration magazine, Ealing in London, was well-designed and featured a wide range of useful and interesting articles, ranging from housing to education to new development projects. It clearly demonstrates the Council's commitment to regeneration throughout the borough."
"Ealing in London magazine has been very successful in terms of generating interest in Ealing. We have had a lot of commercial queries and actual development coming out of that magazine."
Executive Director Regeneration
London Borough of Ealing
"I'd just like to say a big thanks to 3Fox. It's been a very productive partnership over the last four years and we look forward to another four years plus. I'm sure we will be able to continue to develop that partnership."
Leader of the council
The London Borough of Ealing
"A delightful and practical evening. A well-organised success."
Land and acquisition manager
"I very much enjoyed the event and hospitality at a great venue."
Corporate banking manager
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