The Core Companies

Strategic Planning for Community Agrihood

Challenge

Our client, The Core Companies, was one of five developers being considered for a six-acre parcel earmarked by the City of Santa Clara for development. The Core Companies had designed an innovative concept that combined senior and affordable housing with an “agrihood” concept. This provided a 1.6-acre farm lot where residents can grow their own produce – a first-of-its-kind development concept.

This proposal was a stark departure from typical development concepts, and had no track record or supporters ready to support the concept.

Strategies & Tactics

PRxDigital played a key role in framing the agrihood concept with messaging and recruitment of stakeholders who would lend public support for the concept.

We identified and recruited key constituencies and community leaders who would support the agrihood concept;
We met with individuals and community groups to develop effective messaging that would persuade members of the Santa Clara City Council to support the project;
In order to uncover potential issues to be addressed, we developed relationships with local and state officials; and
We created and implemented a multi-faceted communications plan to create interest and excitement about the agrihood concept as a key community asset and a legacy project for the City of Santa Clara.

Results

The groundswell of community support for the agrihood concept was evident at Santa Clara City Council meetings evaluating the various proposals, so much so that one of the other developers said it would adopt an agrihood component should it be selected. Because of PRxDigital’s communications efforts and early community outreach, however, The Core Companies was inextricably linked to that concept and, ultimately, was selected as the city’s choice to develop the parcel.