Ballymore
Edgware Town Centre
Broadening the conversation around a major London regeneration project.
A social strategy designed to broaden the conversation, build engagement and make a complex regeneration story more accessible.
- Social Strategy
- Audience Research
- Content Strategy
- Community Management
- Social Intelligence
Building momentum from a previously limited social presence.
With opposition shaping the online conversation, Ballymore needed to explain its regeneration proposals more clearly and engage a broader local audience, including younger residents.
- Audience Research→
- Strategy→
- Content→
- Community→
- Intelligence
ROC Digital developed an Instagram strategy informed by audience research, translating the proposals into clear, recurring messages around community life, local heritage and Edgware’s future.
Alongside content and community management, we analysed the conversation to help the client understand the concentration of repeat voices and gain a clearer picture of the wider community response.
Understanding who was really driving the conversation.
Analysis of the community conversation revealed that much of the commentary was being generated by a relatively small group of repeat contributors. This gave the client a more nuanced view of online sentiment and helped distinguish the volume of conversation from the breadth of participation.
From consultation to planning consent.
ROC Digital’s social programme formed part of the wider communications and community-engagement activity surrounding the Edgware Town Centre proposals through the planning process. The proposals subsequently received planning consent in 2025.