The word 'growth' garners complex emotional reactions.
The Lexicon team set out to make sure, that although lots of disruptions from traffic increases and construction would be a short-term inconvenience, both residents and commercial interests would perceive 'growth' as a positive, part of a smart long-term urban plan, worth the temporary hassles.
Through a geo-targeted digital, social and television campaign we reached our audience on a very small budget.
We first developed the right message, crafted the right approach, and then produced creative to tell the success story of the Cumberland CID, of which many locals previously had little awareness. Using the most advanced geo-targeting tools on television, web, mobile and social, we isolated area residents and businesses for a cross-platform campaign, making the most of a relatively tiny media budget.
Making even more budget efficiencies from the same filmed footage, a longer form video was created and shared on social media.
By establishing goodwill pro-actively, and reinforcing the perception of positive growth, negativity couldn't set in.
Anecdotally, the CID heard great feedback from their Board, their membership and residents. And, despite the anticipation of considerable backlash, and expecting bad press around the convergence of many necessary disruptions, complaints have been almost non-existent.