Challenge
C. Talanian Realty is a Boston-based realty firm that managed the development of the South Cape Village, a pedestrian-friendly shopping village in Mashpee, Massachusetts. The project, which was planned in two phases, required approval by the Cape Cod Commission, a 19-member Commission dedicated to protecting the Cape from over-development.

After approving the first phase development, the Cape Cod Commission rejected phase two, thus preventing completion of project. C. Talanian Realty hired O’Neill and Associates to implement a community relations campaign that would raise public awareness of the benefits of the project as well as the likely detriments to the community if the Cape Cod Commission chose not to approve Phase II.

Solution
The O’Neill and Associates team developed and executed a comprehensive community relations campaign. This included community outreach to demonstrate community support for South Cape Village to the Cape Cod Commission, media outreach to deliver C. Talanian Realty’s tailored message to the press, and government relations to encourage state and local officials to vocalize their support for the development.

O’Neill and Associates crafted messages that were used to activate supportive community members. In fact, working with C. Talanian Realty, O’Neill and Associates was able to identify a large number of abutters and other Mashpee residents who were strongly in favor the project. The team was able to mobilize these supporters to send letters and make public statements to show the Cape Cod Commission that there was substantial community support. O’Neill and Associates also reached out to local officials and opinion makers in order to get a better understanding of the Cape Cod Commission’s concerns with the proposal.

Utilizing this information and working directly with Commission staff, C. Talanian Realty was then able to modify their proposal for phase two in a way that effectively addressed the Commission’s concerns. Furthermore, O’Neill and Associates obtained letters of support from elected officials expressing their support for the project to the Cape Cod Commission. O’Neill and Associates supplemented the campaign with media relations, proactively reaching out to members of the press to ensure C. Talanian Realty’s messages were being heard.

Results
The South Cape Village project was endorsed by two state agencies, five town wide organizations, seven neighborhood/homeowner associations, the local wildlife refuge, the Mashpee Selectmen, and the eight abutting property owners. The Cape Cod Commission unanimously approved the project and C. Talanian Realty is in the process of completing the South Cape Village.

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