Case Study: 

Reeves Young

Industry: Construction (AEC)
Services Provided: Public Relations, Community Relations, Crisis Communications

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Project Goals & Challenges

Reeves Young was selected by the Metropolitan Development and Housing Agency (MDHA) as the Construction Manager at Risk to lead the rebuilding of Second Avenue in downtown Nashville following the devastating 2020 Christmas Day bombing. To ensure project success, Reeves Young engaged Pierce Public Relations to manage project communication and community relations efforts, keeping stakeholders informed and engaged throughout the three-year revitalization process.

Key Challenges:

  • The project’s high-visibility location in downtown Nashville required seamless and transparent communication to mitigate disruptions for businesses, residents, and tourists.
  • Construction activities needed to be communicated in real time to minimize negative business impacts and maintain access to homes, hotels, and commercial properties.
  • Unexpected events, such as water line breaks and road closures, demanded a swift and proactive communication approach to maintain stakeholder trust and engagement.

Our Strategic Approach

Our team developed a comprehensive and proactive communication strategy designed to keep businesses, residents, and the broader community well-informed about construction progress and impacts. By implementing clear, timely, and engaging messaging, we ensured that stakeholders remained updated and involved throughout the process.

Unique Tactics & Execution

We distributed regular email campaigns for construction notices, ongoing updates, and alerts on unplanned events to help businesses and residents anticipate changes. Additionally, we provided businesses with ready-to-use materials through sharable toolkits, including detailed traffic maps, construction team contact lists, project overviews, and renderings. To celebrate project milestones, we helped manage event logistics, including invitation management, RSVP tracking, and custom-designed marketing materials and signage.

Key Campaign Elements:

  • Ensured transparency and trust by equipping stakeholders with easy-to-access information
  • Responded quickly to unexpected disruptions, such as infrastructure failures or timeline shifts, with thoughtful messaging

Results & Impact

  • Regular and proactive email updates reduced uncertainty among stakeholders and ensured businesses could plan accordingly for construction impacts
  • Clear, detailed traffic and road closure maps facilitated seamless navigation for businesses, residents, and tourists
  • Crisis communication efforts minimized disruptions by swiftly alerting stakeholders to unexpected incidents, such as water line breaks and road closures
  • Event planning and execution resulted in high stakeholder turnout and positive feedback, reinforcing community excitement and support for the project

Measurable Outcomes:

Mariano Luja, Project Executive, Reeves Young

“It has been great working with the Pierce PR team. Their reliability and prompt responsiveness to our needs and feedback have truly made our partnership a great experience.”

Conclusion & Takeaways

Before Pierce PR’s involvement, there was a lack of cohesive communication regarding the project’s impact on local businesses and residents. By implementing structured and transparent messaging, the team built stronger relationships and fostered a positive outlook on the reconstruction efforts.

By implementing a proactive and strategic approach to community and stakeholder communications, we successfully helped Reeves Young maintain transparency and trust throughout the Second Avenue rebuild. This campaign reinforced the importance of clear, real-time updates in mitigating disruptions and fostering strong relationships with businesses and residents.

The project demonstrated that thoughtful communication strategies can enhance public confidence and engagement, ultimately supporting long-term urban revitalization efforts.

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