Atlantic Management Rezoning Campaign for Forest Park in Marlborough

The Opportunity

Belfort Group (BG) was hired to gain town approval for rezoning a 109-acre corporate campus in Marlborough, MA. Atlantic Management Company, a commercial real estate developer, asked us to devise and implement a comprehensive and strategic influencer outreach campaign and introduce the all-in-one, mixed-use zoning concept to city residents and legislators to help secure City Council approval at a series of public meetings.

The Strategy

BG developed a community outreach and communications plan to promote the project to municipal government officials, local stakeholders and the media. We provided support before, during and after each of Atlantic Management’s dozens of presentations to the Marlborough committees required for approval. To keep the community and influencers engaged, BG developed and distributed information packets, presentation boards, FAQ documents, PowerPoint presentations, infographics, a summary of the economic development report, and talking points for team members.

The Result

After endorsements from the Planning Board and Urban Affairs committees, the Marlborough City Council unanimously approved the rezoning of Forest Park to include residential, retail, hotel and office uses. BG secured coverage in hyper-local print, local business and trade publications, online, and broadcast media, which resulted in more than 900,000 impressions for Atlantic Management and the Forest Park proposal.