Two towers — and a world-class park.
Terra Group and ESJ Capital Partners needed voter approval to move forward on a landmark project on the north side of Miami's Watson Island. The project called for two luxury condominiums, as well as the development of a world-class public park and green space.
A beloved park, a presidential ballot.
Initial research indicated that there would be significant community pushback on the approval of luxury, high-density residential development on this city-owned property. Additionally, the planned development would replace a popular amusement park and zoo that had stood on the property for over two decades.
Complicating matters, the ballot referendum would be placed on the November 2024 ballot, coinciding with the presidential election. Voter turnout would be at its highest, requiring an aggressive communication effort to educate and persuade voters across an extremely diverse landscape.
Reframing the ballot question.
MDW and our consulting partners developed digital, direct mail, and television advertising solutions to reach voters across mediums. Informed by detailed research and polling, our team put together a micro-targeted strategy to inform and persuade different key voting groups to maximize electoral results.
We worked to reframe the message of the ballot measure to focus on the benefits the project, including the development of a public park (which would be built on land that would be deeded back to the City of Miami, remaining in public hands), as well as centers for resiliency and coral reef research, and financial benefits to help with affordable housing and job creation.
