Background
As national framework providers for Aldi, Cavendish provided pre-committee political engagement and support-generation work for the relocation of Aldi’s Sheerness store to a larger, out-of-town site.
Strategy
Cavendish was engaged in the run-up to the decision committee for this application, which was faced with a recommendation for refusal on retail impact grounds.
Tasked with demonstrating overwhelming community support within an extremely limited timeframe, we immediately launched a digital support-gathering campaign, promoted by targeted social media advertising.
Supporters responding to the social media posts were contacted and provided with the details to lobby Planning Committee members directly.
We produce a committee briefing brochure, clearly articulating the benefits of the scheme and reasons why councillors could confidently overturn their officers’ recommendation.
This activity was complemented by using Cavendish’s contacts within the local authority to secure an informal stakeholder meeting, vital to understanding attitudes among councillors towards the application in the days before committee.
We also provided media relations support, helping to maintain the positive local narrative around the scheme
The
results.
Following our intensive week-long campaign, the planning application went to committee in December 2022 reinforced with over 800 support comments, as well as back from the local Member of Parliament.
Councillors agreed, voting by 14-1 to overturn the officer recommendation and grant permission.
