Case Studies

Client: Kmart Corporation

Creating Neighborhood Support for a Local Kmart

Situation
Kmart Corporation wanted to locate a new Super Kmart in Detroit on Telegraph south of Eight Mile Road on a portion of a golf course that was divided by the Rouge River. As the project took shape in early 2000, a group of neighbors organized to oppose the development. It began to appear that City Council might reject the new Super Kmart.

Strategy
Berg Muirhead began working with Kmart to demonstrate to the residents that the project was environmentally sound and would bring hundreds of new jobs to the area. We created a detailed direct-mail piece for the residents and distributed it in a one-mile radius surrounding the proposed site.  To gain community buy-in, we implemented a series of community meetings to brief residents on the details of the project and answer their questions. Community leaders, key stakeholders and key members of the media were also given detailed briefings and asked to support the project and to voice their support to City Council.

Results
A public hearing saw a balanced presentation by proponents as well as opponents and demonstrated to the City Council that there was substantial support for the project among neighbors.  The media briefings, subsequent press conference and public hearing resulted in substantial coverage in both print and broadcast media.  The project received editorial endorsements from the Detroit News, Detroit Free Press (reversing its former position), Crain’s Detroit Business and the Michigan Front Page.

City Council approved the project.