The North Fulton CID tasked the Brandware team to develop a media relations and community relations plan to support their landmark, $17.9 million Encore Parkway Bridge and Corridor Improvement Project that included a tight, 18-month timeline and multiple government and state agencies involved.
Brandware was responsible for keeping the media, community, and business leaders in the area informed with regular project updates, as well as creating a big splash events for major project milestones. Although community bridge openings aren’t traditionally the most appealing media draws – the Brandware team was steadfast in their mission to create media interest. By identifying waves of storytelling opportunities, the Brandware team created multiple touchpoints over the course of a year-and-a-half, to keep the Encore Parkway Bridge and Corridor Improvement Project top-of-mind and media relevant.
Using quarterly updates, an online time-lapse view of the bridge progress and three media events, the Brandware team was able to create a funnel for continuous media coverage throughout the 18-month project. The Brandware team hosted a ground-breaking ceremony to announce the kick-off of the project, a partial opening of the bridge, and a ribbon cutting event when the project was completed. Brandware worked with media to create detailed stories about the benefits of this landmark project and its implications on the future for the area. Brandware also offered 1:1 hardhat tours and an exclusive interview with the artist who hand painted the Tennessee Fieldstone on the bridge.
Brandware secured a total of 44 hits, including 11 print clips, ten broadcast segments and 23 online articles. The publications included the Atlanta Journal Constitution, the Atlanta Business Chronicle, local daily print media including online publications like the North Fulton Herald, Patch.com and Georgia Trend magazine. Broadcast outlets including WABE-FM (NPR) and WSB-TV (ABC) both also covered the event.