Long-term client, Hopetoun Estate approached Represent with an exciting brief – to create an effective communication strategy targeting key stakeholders to update them on the Estate’s current activities and future vision.

Using our expertise in stakeholder engagement, we developed and implemented a comprehensive stakeholder engagement plan. Through robust key stakeholder mapping, well-crafted messaging, and the execution of an engaging drop-in event, we helped the Estate connect with its community in an impactful way. The strong turnout, positive feedback, and plans to repeat the event next year speak volumes about the success of this collaborative project.

Hopetoun Estate is a space for leisure, events and tourism, as well as being home to many families and businesses. Engaging with its stakeholders is at the heart of everything the Estate does, and for this reason, they turned to us at Represent to create and deliver an engagement strategy that fostered an open dialogue while addressing the unique needs of their diverse stakeholders.

Using our strong experience in stakeholder engagement, we worked closely with Hopetoun Estate to deliver an event that was informative, approachable, and forward-thinking.

The Challenge:

The challenge lay in effectively engaging a varied audience. Hopetoun Estate’s stakeholders included elected representatives, local business owners, non-profit organisations, and residents. Each group came with unique interests and priorities, and the goal was to bring them all together for a meaningful conversation about the Estate’s future.

We knew the key to success would be a planned strategy that encouraged participation, addressed the stakeholders’ areas of interest, and reflected the vision and values of Hopetoun Estate.

The Solution:

Our solution was a tailored stakeholder engagement strategy designed specifically to meet Hopetoun Estate’s goals.

At the centre of the strategy was a drop-in public consultation event. To ensure success, we started with comprehensive stakeholder mapping to identify key individuals and groups. From there, we focused on messaging that would align with the community’s interests and objectives. We also prepared clear, visually engaging exhibition materials to showcase the Estate’s achievements and plans.

Collaboration was key. We worked closely with the Hopetoun Estate team to stay aligned with their vision and priorities at every step.

The Strategy:

Stakeholder Mapping: We identified and prioritised key stakeholders including community groups, local businesses, elected representatives, and residents to invite to the consultation

Invitation Process: Represent crafted bespoke invitation letters and reached out personally to engage stakeholders ahead of the event.  We also included adverts in local press and posted on local social media channels.

Research and Alignment: Working with the Estate landholder, we explored community interests to ensure the event agenda catered to the most pressing topics. Core messages were carefully crafted and reflected in exhibition materials to ensure clarity and engagement. These included informative banners to highlight sustainability efforts, land management principles, wildlife initiatives, and much more.

Event Presence: Our team attended the event to engage directly with stakeholders, listen to their feedback, and facilitate meaningful discussions.

Ongoing Communication: We managed enquiries before and after the event and analysed the feedback gathered on the day, creating insights for the Estate to share with the wider community.

Results:

The success of the project was clear from the results achieved:

Engagement Success: The event saw a remarkable 60% turnout of invited stakeholders, reflecting the effectiveness of our outreach and the strong interest in the Estate’s plans.

Overwhelmingly Positive Feedback: Attendees expressed their satisfaction with comments like, “Very useful to see plans and discuss items,” “Positive discussions had!” and “Very encouraging and promising for the future.”

Commitment to Continued Engagement: The initiative proved so successful that Hopetoun Estate decided to make it an annual event, further solidifying their dedication to open communication with their community.

At Represent, we pride ourselves on delivering tailored and impactful stakeholder engagement strategies. If you’re looking for experienced partners to transform your stakeholder engagement, we’re here to help. Get in touch today and see how we can deliver results for you.

“Represent were exceptional collaborators for this event. The success of the consultation is a testament to their ability to connect communities, spark meaningful conversations, and produce measurable results for Scottish estates.

Donald Noble, Chief Excutive of Hopetoun Estate