A long-standing client, Hopetoun Estate is a family home, working farm and thriving community. Spanning 6,500 acres, the Estate combines stunning landscapes and architecture with rich history and heritage, making it one of Central Scotland’s most remarkable destinations.
Looking to strengthen communications with stakeholders, enhance community relationships and unlock new opportunities for the estate, the client approached us with a new brief – to develop a compelling stakeholder engagement strategy for its inaugural community information event.
Clark produced a comprehensive communications plan targeting key stakeholders with engaging messaging closely aligned to audience interests and concerns. Our team crafted the promotional materials and exhibition assets, showcasing estate initiatives, community involvement and future plans to foster an open dialogue with stakeholders and demonstrate a commitment to responsible land management.
A complex stakeholder landscape
Recognising the estate’s varied audience, encompassing elected representatives, local business owners, non-profit organisations and residents, we developed a robust stakeholder map alongside a tailored messaging matrix that addressed the priorities of each group, reflected the vision and values of Hopetoun Estate and aligned with upcoming Land Reform requirements.
This process allowed us to produce tailored communications, reflected in bespoke invitation letters, that resonated with the estate’s diverse audience, tapping into their interests, concerns and motivations to encourage event attendance.
Creating engaging, informative assets
Working with the Hopetoun team, we reviewed previous and ongoing engagement activity and resident feedback to identify local interests and ensure the event agenda catered to the most pressing topics for the community.
Core messages were carefully crafted in response, balanced with land management principles and the estate’s wider plans, and incorporated into the exhibition boards and communications assets. This approach allowed us to cover the topics anticipated in the Land Reform Act, demonstrating the estate’s commitment to fair, transparent and responsive land management, while also tapping into community concerns and priorities. The content covered areas such as sustainability and biodiversity efforts, community-led initiatives, partnerships and outdoor access.
A multi-channel approach was taken to reach residents and stakeholders across the estate and nearby communities. Our team designed, drafted and placed eye-catching adverts in print and digital media, in addition to posters that were distributed throughout the estate. Social media posts and a blog shared on Hopetoun Estate’s channels also served to build awareness for the drop-in session among key audiences, maximising community awareness and attendance at the event.
Executing the event
Clark attended the event to speak directly to stakeholders, listen to their feedback, and facilitate meaningful discussions about the information shared.
Having briefed the team on key messaging, estate representatives felt confident speaking to stakeholders. And, with Clark’s presence on the site ensuring the smooth running of the session, they were able to focus on that important task.
Feedback gathered during the event was compiled and included within an outputs and insights report, which outlined the stakeholder engagement activity carried out, the community’s response and how this, in turn, would influence Hopetoun Estate’s ongoing plans.
The document provided useful insights for the estate team that could be used to inform future activity, serving as preparation for the Land Management Plan – an expected obligation of the Land Reform (Scotland) Act.
A resounding success
The impact of our campaign was evident on the day. A remarkable 60% turnout of invited stakeholders reflected the effectiveness of our outreach and the strong interest in Hopetoun Estate’s plans.
Attendees expressed their satisfaction with comments including: “very useful to see plans and discuss items,” “positive discussions had!” and “very encouraging and promising for the future.” The feedback prompted the estate team to make it an annual event, further solidifying their dedication to open community engagement.
The stakeholder engagement strategy, culminating in a successful community event, helped the estate better connect with its stakeholders, benefiting community relationships, increasing credibility and trust in the estate and demonstrating the landowner’s commitment to responsible land management.
We pride ourselves on delivering meaningful landowner stakeholder engagement strategies. If you’re looking for experienced partners to transform your stakeholder engagement plan, we’re here to help.
Get in touch to see how we can help your estate.