CONTEXT AND OBJECTIVES
Future, a charitable organisation supporting young people, is the sponsor of Pimlico Academy in Westminster and wanted to develop a new free school on the same site. The planning application for the Academy itself had been a difficult process with significant local objection and Future wanted to be sure that the pre-application consultation for Pimlico Primary was properly managed generating a strong support base.
THE LCA ROLE
LCA provided advice on all aspects of communications relating to the new school development. This included public consultation, political and media relations and how these dovetailed with additional consultations on admissions policy and a revised funding agreement. We set out the consultation plan, prepared key messages, drafted consultation materials and worked closely with the internal team through a process largely unfamiliar to them. Following submission, we then mobilised support and built political relationships so that the very real need for the school came across strongly to Westminster Council.
The messages and materials successfully communicated the proposals as well as addressing the ley issues of educational need, transport, play space and design. A strong coalition of support was mobilised in favour of the proposals and following the grant of planning permission, the school opened in September 2013.