Presbyterian Retirement Communities Northwest (PRCN) owns and manages three continuing care retirement communities in the Seattle area. 

Situation

• PRCN had the opportunity to construct a 450,000-sf continuing care community in First Hill, and it was unknown how the community would react to it.
• The project was dependent on the use of a landmark height bonus, which had never been utilized by a project in Seattle.

Solution

• Developed a public affairs and communications program to ensure PRCN’s project would stay on time and on budget.
• Program included key messages and overall positioning, media relations, community outreach and entitlement strategies for the City Council and the Department of Planning and Design.

Results

• Strategic political outreach garnered strong support from the city and community – as a result, the project was seen as a catalyst for future neighborhood investment.
• Through careful positioning, announcement of the PRCN project garnered positive media coverage and the size and scope of the project was not questioned.