The project

Otterpool Park is a landmark garden town development in Kent, with ambitions to create up to 10,000 homes alongside jobs, schools, green spaces, and sustainable infrastructure.

Delivered by Folkestone & Hythe District Council, Otterpool Park is a properly planned new garden community set in rich countryside. It is ideally located to take advantage of excellent existing connections by road and rail.

As a part of a bid to UK Government to deliver garden communities, the project has significant interest and long-term strategic value. The engagement and consultation process has been rolled out to ensure a two-way dialogue with communities, build transparency of communication, and grow a brand that reflects the vision for a place built on shared values and collaboration.

Our multi-disciplinary partnership delivery

Pillory Barn was appointed to lead the communications and engagement strategy – shaping how the development spoke to, and with, its audiences. The agency worked as part of a long-term, multi-disciplinary team led by Otterpool Park LLP, delivering an all -channel, insight-driven approach that combined:

Stakeholder and community engagement strategy

• Developed a strategic engagement framework that mapped all stakeholders – from residents and landowners to statutory consultees and local interest groups.
• Designed an engagement programme aligned with key project milestones, planning phases and public interest.
• Delivered inclusive events, workshops and drop-ins to ensure broad demographic reach – including young people, businesses, and hard-to-reach groups. The delivery of a health and wellbeing Festival, ZestFest, in June 2023, culminated in over 1,000 residents enjoying the Otterpool Park brand pre-development.

Integrated communications planning

• Created and rolled out a comprehensive communications plan that included brand development, digital platforms, social media, press and public relations.
• Managed ongoing digital communications, including community newsletters, responsive FAQs and planning updates.
• Responded to local concerns and interests through content that clarified facts, addressed specific detail and made sense of the development.

Brand and identity development

• Led the creation of the original Otterpool Park brand – rooted in local character and future ambition.
• Led a brand refresh to reflect further community engagement and to embrace the historic assets of the site, including heraldry and jockey silks.
• Designed visual assets, tone of voice guidelines, and key messages that shaped how the development was perceived both locally and nationally.
• Produced engaging content including animations, educational videos, infographics and digital maps and assets.

Innovative consultation methods

• Introduced digital-first engagement tools during COVID-19 restrictions to maintain dialogue.
• Created an interactive website, virtual exhibition rooms and feedback mechanisms that allowed for remote participation.
• Combined these with in-person formats to deliver a hybrid model of engagement post-pandemic.

Our impact

• High levels of community awareness and participation – across the lifecycle of the outline planning application, significant touch-points were reached through interactions across digital and physical platforms. The community activity programme of events such as the national Big Draw, educational programme and ZestFest, meant that the hyper local community were engaged at a meaningful level that supported in-depth insight into life at Otterpool Park.
• Positive brand alignment – community insight research showed increased public recognition and understanding of Otterpool Park’s vision and benefits.
• Strong stakeholder relations – strategic communications helped maintain trust and transparency with partners, government and the public.
• Planning milestones supported – communications helped underpin planning submissions and public consultations, supporting smooth progression through key phases.

The Pillory Barn approach

Pillory Barn brought a placemaking-first mindset – blending creativity with consultation expertise. The team’s understanding of local government processes, combined with audience-centric storytelling, meant the community engagement wasn’t a bolt-on – it is part of the DNA of Otterpool Park.

By staying agile and adaptive to evolving needs over a long planning period, Pillory Barn helped Otterpool Park navigate the complex and often changing planning landscape, build a brand rooted in the local area and lay the foundations for a vibrant, sustainable new community.