The site was put to market by Renewal SA through an Expression of Interest (EOI) to appoint a preferred developer for the site. 

The EOI was expected to be strongly contested, and Hughes was initially engaged to lead the development of Commercial Group’s EOI submission working alongside its joint venture partners Peet and Buildtec, and other appointed consultants.
Our success with the EOI and the Commercial Retail Group, Peet and Buildtec consortium (named Locale) led to the consortium being appointed by Renewal SA as the site’s developer and led Hughes to continuing to provide PR and communications support for the project.

Objectives

Stage One – EOI Submission 
During the EOI process, the key objective was for the Locale Consortium to be selected as a preferred proponent and future developer of the site. In doing so, the Locale Joint Venture was keen to ensure it was perceived as innovative, forward-thinking and armed with a commercially sound plan for the site.

Stage Two – Project Awareness and Launch 
Following the Locale Consortium’s appointment by Renewal SA, Hughes provided ongoing PR and communications support throughout the community consultation process, refinement of the project plans and the project launch. 
Key Objectives included:

• Creating excitement about, understanding of and interest in the Forestville project among future residents, business owners, community, government and other stakeholders.
• Clearly and consistently communicating the plans for the project.
• Garnering community support and engaging the local community in the community consultation process. 
• Ensuring the collaboration and confidence of Renewal SA and the South Australian Government in the project.
• Creating registrations of interest for the project among future homebuyers and commercial tenants.
• Driving visitation to the Forestville ‘Information and Sales Centre’ following its opening. 
• Positioning the Locale Joint Venture as leaders in urban development. 

Elements 

Stage One – EOI Submission 
During Stage One, Hughes worked on the following:

• Project management and coordination of the submission with the Locale Consortium.
• Developing the structure for the submission document.
• Preparing the narrative and key messages for the Forestville concept plans and copywriting the full submission.
• Facilitating third-party endorsement for the project plans for inclusion in the submission. 
• Graphic design of the full submission from concept designs to finished artwork. 

Stage Two – Project Consultation, Awareness and Launch 
During Stage Two, Hughes worked on the following:

• Development of a stakeholder engagement and media strategy for the project from community consultation through to the project launch.
• Managing ongoing engagement with Renewal SA, Minister’s office and other stakeholders where appropriate.
• Monitoring community feedback on the project and refining communications and messaging where appropriate.
• Providing PR and communications advice and support to the Locale Consortium through the development assessment and approvals process. 
• Coordinating and managing the project launch including media and stakeholder management, social media content, videography and photography.