The Village at Gateway
Challenge: South Norfolk was an economically distressed area in Chesapeake, VA that needed a new vision. That catalyst for change was The Village at Gateway. The developer of The Village at Gateway saw a brighter future for the historic community that included a dynamic mixed-use community with retail and office space, condos, and community amenities, such as a new public library. However, the developer needed, and lacked, support from neighbors and community leaders to make this vision a reality.
Solution: Recognizing the need to enhance the development’s reputation and increase awareness about its available office and housing products, Gray Ryan Communications crafted a reputation management strategy that included public relations, social media, content marketing, and community engagement. Gray Ryan coordinated consistent conversations with business and civic leaders in the area, some of whom participated in video testimonials supporting the development. Additional tactics included a monthly community newsletter that highlighted local events, businesses, and people making a difference.
Bottom Line: Neighborhood support for the development rose significantly during this campaign. Gray Ryan also secured a number of high-profile media placements, including a front-page feature story in The Virginian-Pilot, the region’s largest daily newspaper. Gray Ryan coordinated an op-ed from the developer in the Pilot as well, extolling the progress in South Norfolk and advocating for additional support. The Village at Gateway has spurred additional development in the neighborhood and is delivering new condo buildings.