Challenge
Southend-on-Sea City Council needed to engage the public on multiple complex and high-profile initiatives, including:
- the local plan consultation
- the Better Queensway regeneration scheme
- SPONGE2020, a multinational programme promoting sustainable urban drainage systems (SuDS).
Key challenges included:
- public concern over impacts on iconic parts of Southend, especially the seafront
- a need to translate technical language into relatable, accessible information
- ensuring early, meaningful engagement to build trust and support across diverse stakeholder groups.
Approach
Copper delivered a comprehensive, strategic communications and engagement programme across all initiatives, focusing on clarity, timing and relevance, which included:
- crafting a clear, compelling narrative to highlight the positive outcomes for residents and the environment
- delivering plain-English materials, visuals and messaging to simplify complex technical content
- running integrated media and social media campaigns to extend reach and build awareness
- holding early and ongoing engagement with residents, councillors and local businesses to establish trust and allow input on key decisions
- developing a feedback loop through detailed reporting and response analysis.
Value delivered
- Built public and political support for the regeneration and planning proposals
- Enabled local councillors to back the plans confidently, by creating a ‘safe space’ through transparent and inclusive communications
- Maintained strong community dialogue, reducing resistance and gaining valuable local insight
- Enhanced the council’s reputation for open, proactive engagement and commitment to long-term sustainability