Background
The Ely Gateway site has been allocated for employment for over a decade, but its potential had remained unrealised. Newlands Developments is bringing forward proposals for a new logistics and employment hub to finally deliver jobs and investment to support the local economy.
Strategy
Navigating the complex local political landscape is key to unlocking this long-stalled site.
Leveraging our deep understanding of the area, we initiated a targeted stakeholder engagement programme prior to any public activity.
We conducted direct outreach to key decision-makers, including the Leader and Planning Chair of East Cambridgeshire District Council, the local MP, and ward councillors, providing them with early one-to-one briefing opportunities.
With political stakeholders briefed, we rolled out a comprehensive hybrid consultation strategy designed to build broad community support.
This included a postal invitation to over 1,100 local homes, a targeted social media campaign, and engagement with local press.
A dedicated project website and in-person exhibition ensured the process was transparent and accessible. Our politically-led strategy ensured that we were not just gathering feedback but actively managing the project’s reputation and demonstrating a clear commitment to meaningful consultation.
The outcome
Our strategic approach generated significant local interest and facilitated a constructive dialogue between the applicant, the community, and its elected representatives. By engaging political leaders early, we ensured they were informed and understood the rationale behind the project from the outset.
This process built confidence and demonstrated that the proposals were being developed in direct response to local feedback.
The
results.
7.5k Total website page views.
1.k Invitations to homes and businesses.
121 Items of feedback.
