Village of Fairport Lift Bridge Rehabilitation Project:
Fairport on the Rise!
When the Village of Fairport needed the public to know that the village would remain open for business during the yearlong Lift Bridge Rehabilitation Project, they turned to us for help. McDougall Communications partnered with Avery Marketing to develop and promote a campaign aimed at minimizing the impact of the bridge closure on village merchants. We created the “Fairport on the Rise” campaign to increase awareness and shift public perception of the Lift Bridge Rehabilitation Project through a bigger picture strategic communications plan celebrating Fairport’s transformation into a premier Finger Lakes/Erie Canal destination to live, work and visit.
Fairport on the Rise!
When the Village of Fairport needed the public to know that the village would remain open for business during the yearlong Lift Bridge Rehabilitation Project, they turned to us for help. McDougall Communications partnered with Avery Marketing to develop and promote a campaign aimed at minimizing the impact of the bridge closure on village merchants. We created the “Fairport on the Rise” campaign to increase awareness and shift public perception of the Lift Bridge Rehabilitation Project through a bigger picture strategic communications plan celebrating Fairport’s transformation into a premier Finger Lakes/Erie Canal destination to live, work and visit.
Our work encompassed key message and storyline development, adapted for use with specific media outreach opportunities and coordination with the Village of Fairport for as needed access to leaders and supporters. Our media pitching and coordination resulted in maximum coverage—from live on-site interviews with Village of Fairport and NYS Department of Transportation officials to perspective from local merchants and residents. We created a “business as usual” narrative that resulted in 100 percent positive media coverage of the bridge closure and minimal impact on local businesses.
Our on-site media coordination during a ceremonial bridge lift event prior to closure achieved maximum publicity among local/regional TV, radio and print media.
Overall, the result has been mitigation of impact on community businesses and reputation to date.
Our on-site media coordination during a ceremonial bridge lift event prior to closure achieved maximum publicity among local/regional TV, radio and print media.
Overall, the result has been mitigation of impact on community businesses and reputation to date.