Success Stories
Queset Commons
Douglas A. King, a well-established developer of properties in Easton, MA had a vision for a “Smart Growth” development on land he owned in the town, and in 2007 the Liberty Square Group helped bring that proposal fruition. The development would be the biggest project in the town’s history, with 280 units of densely clustered housing, including affordable and assisted-living residences. But in short time, opponents began organizing against what they called “Stupid Growth,” and working hard to save Easton from overcrowding, water pollution, and increased development.
Massachusetts General Laws, Chapter 40R or “Smart Growth” legislation was enacted to give communities’ an alternative to unpopular Chapter 40B developments and an incentive to build affordable housing. In theory, municipalities should welcome the Smart Growth option because of local control and financial incentives. But under 40R, local control means that both elected officials and residents have the right to express their opinions and vote on whether to approve the proposal. In the Town of Easton, Mr. King needed a two-thirds majority vote at the Annual Town meeting in favor of the adoption of the 40R zoning overlay district.
The Liberty Square Group worked with Doug King Developers to create and execute a strategic community relations plan to educate the residents of Easton about the project’s benefits and to not allow misinformation propagated by the opponents to go unanswered. Residents had to understand that they must to show up to vote for the project; failure to act would result in the loss of local control over development of the parcel, any of the 40R state incentives and negotiated benefits. The Liberty Square Group guided Mr. King in the development of a communications and outreach plan geared to a wide range of audiences, including town boards and commissions, environmental groups, elected officials, parents, and the taxpayers. The execution of that plan resulted in town meeting voting by a 2-to-1 margin in favor of the project.
- Branding Queset Commons with development of a logo and tag line
- Development of a website and its content
- Oversight creation of:
- Mail piece and a postcard sent to the residents of the town
- Full page ad in local paper
- Web banner for the local electronic version of the local journal
- Posters placed in local business establishments and held on the date of the town meeting
- Street banner hung on owner's property at busy intersection in town
- Letters to the editor in support of the project with refular placement in local paper
- Video about development played at local coffee shops and distributed to key decision makers
- Letters to key elected and appointed community leaders and public safety officials
- Recruitment of state elected officials to write letters of support to the local officials and an op-ed to the local paper
- Strategy and implementation of get-out-the-vote plan including:
- "Robo call" reminding people to vote
- Productino of leaflets for distribution
- Transportation to town meeting