BCENE PR Partners with National Community Developer on Strategic Communications

Newland, one of the nation’s largest developers of master-planned communities, partnered with BCENE PR on several projects, including strategic communications consulting, content development, earned media and social media strategy.

Newland collaborated with BCENE PR to develop a comprehensive program for crisis communications and issues management with residents and community stakeholders. BCENE created a suite of materials for its corporate and community teams, including a communications readiness handbook, social media playbook and hands-on training.

To begin, our team conducted a preliminary review and assessment of key existing efforts, reviewed current processes and procedures, and surveyed all community-level team members. We then developed a communications readiness handbook and roll-out deck that offered tools, tactics and customizable templates for internal and external communications to ensure messaging was on brand, relevant to key audiences, clear, consistent and concise. Our team also created a social media playbook and response bank that served as a roadmap for how communities should interact online and provided best practices for content, distribution, audience targeting and replies to comments and queries.

The communications framework covered proactive and reactive strategies for communicating with key stakeholders, partners and vendors, HOA boards, residents, potential buyers and media. Each leg of the project included live training sessions with executives and onsite teams to create alignment on messaging, strategies and tactics across all communities within the Newland portfolio.

Today, BCENE PR is the agency of record for the Newland brand blog strategy and content development, including advising on the awards program for industry partners, Partners in Placemaking.