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Securing Town Approvals for a Progressive and Visionary Mixed-Use Development at MarketStreet in Lynnfield

The Opportunity

National Development sought to gain Town approval for a mix-used development in Lynnfield, MA. The project would create a new destination for the Town, which did not have a typical “town center” in the same way most communities surrounding them did at that time. As a result, many residents would travel to spend their income outside of Lynnfield.

The Strategy

BG launched a grassroots education campaign that integrated creative branding, marketing, community relations and media relations. The effort was designed to tell the story of why Lynnfield and its residents needed a mixed-used destination where people could live, work and play.  

The Result

The campaign was successful and drove the required approvals through the Town Meeting process. MarketStreet at Lynnfield is a leading example of successful mixed-used development that other developers and municipalities have tried to emulate.