CASCADE COMMUNICATIONS LTD
5th Floor, 14 -16 Regent Street, London, SW1Y 4PH
T: 020 7871 3565 E: info@cascadepr.co.uk

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case studies

cascade story

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the team

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60 second interview

Conversation is about knowing when to speak and when to listen; knowing who to talk to, when and what to say is the fastest way to achieve results. Cascade Communications are specialists in growing our clients’ reputation through transparent and purposeful dialogue.

In property, planning, energy and infrastructure, we give our clients a voice; a voice with politicians and their advisers, journalists, businesses, bloggers and local communities.

Navigate through the Cascade

Housing & Regeneration

We are property people; housing and regeneration projects are the mainstay of our business.

Our understanding of the commercial objectives of developers means we can identify and manage the political challenges that threaten the viability of a project. We work as an integral part of the project team, combining knowledge of policy with experience of local and national politics.

Our experience is deep and varied; from promoting masterplans for major brownfield sites to London sky-scrapers to advising on niche developments such as houseboats. In all projects we seek to reduce the risks caused by delays and uncertainty.

CASE STUDY

Housing & Regeneration

We are property people; housing and regeneration projects are the mainstay of our business.

CASE STUDY

Energy

Most people take their energy supply for granted. The UK’s energy supply is under pressure but even when renewable energy plans are proposed, they are rarely met with universal approval.

Our experience has taught us that what matters is early engagement, a strong story and lots of public education. Hiding behind jargon and complicated science is not an option; the more complicated a process is, the more simply and clearly the explanation needs to be.

What is Biomass? How does Anaerobic Digestion work? Are Gasification and Pyrolysis just nice words for incineration? Who wants to live next to a nuclear power station? We can help to respond and present your case in a persuasive way to local communities, the media and political audiences.

Richborough Energy Park

CASE STUDY

Transport

Major transport projects like airport expansion, road building and new railway lines are rarely without controversy.

Communication with politicians, interest groups and local communities has to be meticulously planned and managed to ensure that everyone has an opportunity to understand the impact of a proposal and a chance to voice their opinion.

Our experience in this field is considerable; working with TAG Farnborough Airport, promoting the Northern Line Extension to Battersea Power Station and currently assisting Cube Real Estate on linking to London’s river bus network.

Plantation Wharf, Battersea

CASE STUDY

"In his previous role, Chris managed the delivery of an integrated public affairs strategy which contributed to a well-executed planning application to increase the number of flights at TAG Farnborough Airport."

Brandon O’Reilly,
Chief Executive,
TAG Farnborough says...

Heritage

Heritage is an emotive issue for many people. As buildings degrade with time and their uses become obsolete, their emotional value seems to grow in inverse proportion. Where a project seeks to alter the setting of a historic landmark the profile is raised instantaneously.

Much of our team’s experience has involved the sensitive redevelopment of heritage sites and listed buildings such as Stonehenge Visitors Centre, Alexandra Palace, Battersea Power Station and the Ram Brewery.

Our role is to facilitate a careful process of consultation and dialogue to allow communities to appreciate how old structures can be brought back to life and given a new future.

Ram Brewery, Wandsworth

CASE STUDY

Retail and Leisure

Proposals to build new supermarkets or hotels often lead to assumptions about the impact on traffic, the High Street or local services. Do benefits such as jobs, increased competition, new amenities and regeneration get lost?

Town centres are heavily protected by planning policy and potential development sites are often constrained and complicated. If your technical planning team can devise a scheme that works, we believe it is possible to persuade the community and local politicians that the proposals have merit and deserve to gain consent.

We have experience advising major supermarkets on expansion plans in London and the south east, new developments and Government engagement on issues such as retail planning policy. We have also worked with hotel developers on several challenging sites.

Planning

The greatest challenges facing developers are the risks of uncertainty in the planning process and time delays in gaining permission. Early engagement is essential in order to develop meaningful relationships with the community and decision makers.

In support of a planning application, Cascade delivers: Strategic advice on the politics of local authorities and decision makers | Statements of Community Involvement | Relationships with politicians at local and national level | Bespoke consultation programmes | Fair and accurate media representation

Battersea Power Station

CASE STUDY

Planning

Battersea Power Station

CASE STUDY

Community Consultation

There is no one size fits all for community consultation; each community is unique. To consult effectively, establishing the correct channels of communication as early as possible paves the way to constructive and meaningful dialogue.

Poor consultation is as bad for our reputation as it is for our client’s hence we work tirelessly to ensure we account for the views of as many interested parties as we can.

One Nine Elms

CASE STUDY

You need to engage with the public very early in the process, attend all "meetings of the local groups, present plans at an early stage of development, draw attention to the real constraints and opportunities, provide rationales and provide copious amounts of information."

The Kings Cross Development Forum says...

Public Affairs

Whether at Westminster, Whitehall or the town hall, all politicians think in electoral cycles. Thousands of voters determine whether they keep their job; their position is constantly under scrutiny. Every day is a succession of meetings, briefings and interviews from closing a local hospital to dog mess in the park.

You have just one opportunity to state your case and make an impact; just 30 minutes and the meeting will probably start late.

Our role is to make sure that that one meeting counts. With concise and memorable messages, your position is explained clearly so the politician understands your issue and knows what part they could play.

Public Relations

Few businesses or organisations can exist in total anonymity; whether you like it or not, people will have something to say about you. Constructing a strong narrative for your business gives you the confidence to decide whether to make a big media splash or maintain a low profile.

What is the first thing that comes up when you google your company? What does your website say about you? Do you know how you are perceived within your industry or your community for example? Why does the thought of media coverage make you nervous?

Investing in a good reputation means people will want to do business with you; building strong relationships means you will be portrayed fairly in the media.

Richborough Demolition

CASE STUDY

Filming at KPF Architects

BBC at Richborough Power Station

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Campaigning

Winning support for any project or cause does not happen without a concerted effort to persuade. All campaigns need to have clear objectives with every aspect geared towards achieving them. What would be the point in media coverage for example, if it did not actually help to deliver the campaign’s objective?

Through first-hand experience of managing political campaigns, Cascade apply these successful techniques to our client’s projects, whether it’s fighting a grassroots campaign on the doorstep, generating media coverage to gain visibility or running a social media campaign to reach a wide and varied audience.

Social Media

Do you like on Facebook, follow on Twitter, connect on LinkedIn or write a blog? Social media is just another way to communicate and to many people, it’s second nature. But does it add value to your business and if so, how do you capture it?

We advise clients on devising and implementing social media strategies as well as monitoring and reporting what people are saying about you.

Design

Good design is essential to effective communication. The first time someone comes into contact with your business, it is probably through something they see or read.

That is why we devote as much attention to the quality, look and feel of a community newsletter as we do to the website for a major regeneration project. We know that good design is about presenting ideas and information in a clear and compelling way. Our talented designers offer a one-stop shop that enables our clients to present their ideas and business in a simple but persuasive way.

Emma Waterfall Founder & Managing Director

Background: 8 years’ experience advising property clients on public affairs and consultation. After 3½ years at Four Communications, recruited as a Director at Bell Pottinger Public Affairs to establish a local government & planning team.

Career highlight: Gaining planning permission for the redevelopment of Battersea Power Station, one of London’s largest masterplans to regenerate the iconic Power Station and notoriously complex 40 acre brownfield site.

Most challenging project: Strata, the 42-storey residential tower in Elephant & Castle recognisable by its 3 wind turbines. Winning support from local residents who felt disenfranchised was essential. Permission was granted in 2006, just 6 weeks prior to local elections with residents’ support; without it, councillors would have said no.

E: ewaterfall@cascadepr.co.uk
T: 020 7871 3566

Interests: Marathon and ultra-marathon running, cycling, climbing mountains despite the altitude sickness, horse racing, travelling and of course, politics.

Emma Waterfall Founder & Managing Director

E: ewaterfall@cascadepr.co.uk
T: 020 7871 3566

Interests: Marathon and ultra-marathon running, cycling, climbing mountains despite the altitude sickness, horse racing, travelling and of course, politics.

Christopher Parr director

Background: 13 years’ experience in government and political consultancy. 6 year civil service career including 2+ years as Private Secretary to Deputy Prime Minister John Prescott. Joined Bell Pottinger Public Affairs to advise on corporate public affairs before spending 2 years as Director in the local government and planning team.

Career highlight: Leading the team which helped deliver TAG Farnborough Airport planning consent to double their annual number of flights including public consultation reaching over 90,000 people.

Most challenging project: Gaining consent for Stonehenge Visitor Centre on behalf of English Heritage. For over 20 years, several proposals for a visitor centre had stalled leading to scepticism and consultation fatigue. Winning the support of national archaeological groups, National Trust and Ministers gave the County Council confidence to grant consent in 2010.

E: cparr@cascadepr.co.uk
T: 020 7871 3567

Interests: Cycling, impractical cars, cooking, Pugs, gardening and reminiscing about riding in Ministerial Jaguars.

Oliver Newman Consultant

Background: Trained as a barrister after graduating from Oxford University having read Philosophy, Politics and Economics. Worked at the Environmental Law Foundation before pursuing a career in public affairs and communications. Since starting at Cascade has worked on high profile projects including the Ram Brewery redevelopment for Minerva, the One Nine Elms towers for CIT/Green and the Fulham campaign against the Thames Tunnel.

Notable accolade: Winner of 2011 UK Environmental Law Association essay prize, later published.

Most challenging part of the job: Knowing how to present a balanced argument that not only represents the client’s point of view but also enables the local community to have their say in shaping a project.

Interests: Environmental justice, keen sailor and climber.

E: onewman@cascadepr.co.uk
T: 020 7871 3568

Creative Team

Stone Creative Design work in partnership with Cascade to deliver a first class design offering for our clients. Our relationship with Stone goes back many years which means we can guarantee the highest quality work within often tight deadlines in both print and digital including newsletters, exhibition panels, advertising and website design and build.

Our clients are consistently impressed by the quality and creativity of their work which is informed by their knowledge and experience of property, development and community consultation.

Stone have designed this website and everything you see on behalf of our clients. They have produced work for:

E: design@cascadepr.co.uk
T: 020 7871 3565

Join the team

Do you want to be part of a team that is not set in its ways and is actively looking for people who can bring new ideas, new contacts and a fresh approach? We want our business to grow and in order to do this, we seek dynamic, personable and professional team members.

Cascade was founded with a desire to create a strong sense of team bringing together people who have a passion for everything that we do: communications, politics, property, social media, PR, community consultation to name but a few.

With offices in the heart of central London, Cascade has huge ambitions. While for now we are a small team, our projects and clients are some of the most high profile in our sectors and we are ready to grow.

Whether you’re looking for an internship, a permanent position or want to partner with us, get in touch and tell us what you could bring to our team.

E: recruitment@cascadepr.co.uk
T: 020 7871 3566

Cascade Story

Cascade was set up in January 2011. We have been advising clients for years on how to engage with local and national politicians, talk to community groups and deliver campaigns. It was time to begin a company with the best sector expertise.

Already our team is advising on some of the most high profile development projects in London and the South of England. Ask us about our values, we would say that we are professional, honest, thorough and good humoured. We consider ourselves property industry insiders in an industry whose approach to professional communications advice has shifted from “nice to have” to a necessity for business. Our knowledge and experience of how to manage every aspect of communications is extensive; whether its political lobbying, campaigning, media engagement or community consultation.

As one of our developer clients said “anyone can do public consultation but there are few people that I would trust to have conversations on our behalf with decision makers”. Cascade is trusted with those conversations but we disagreed on the first point, few can run consultation as well as we do.

Clients

Each of our clients is important to us and come to be more like friends; that means we are loyal, always at the end of the phone, there when they need us and not afraid to say politely on those rare occasions when we think they might be wrong.

"We have worked with Emma and her colleagues since the inception of Cascade. Their detailed and co-ordinated approach to PR is excellent and they have managed the process entirely on our behalf; introducing us to senior decision makers, local interest groups, as well as organising public consultation events. Cascade's commitment to our project has undoubtedly streamlined the whole process."

Michael Tapp,
Director,
Green Property says...

"We took on Cascade to handle the difficult area of political intelligence, and they have surpassed our expectations. Clear cut incisive advice, based on a rare ability to engage with politicians and other stakeholders to gauge reactions and obtain views uncluttered by grandstanding."

Hugo Kirby,
Managing Director,
The Ptarmigan Group says...

"I am constantly impressed by the number of people Cascade can introduce us to and how strong their relationships are. Faultlessly professional, despite the cliché Cascade really do work and play hard."

Chris Atherton,
Director,
Living River says...

2012
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2011
- November

Battersea Power Station

Client: Treasury Holdings

Appointed: January 2011

Brief: To advise on strategic political issues for the next stage of Battersea Power Station’s redevelopment.

Our role: Having worked with Treasury Holdings for 2 years previously which resulted in planning consent for their masterplan in November 2010, we advise on strategic issues in relation to the Power Station’s role within the Vauxhall and Nine Elms Opportunity Area. Given the complexities of the redevelopment which include restoration of the Power Station and extending the Northern Line from Kennington to a new station at Battersea, we maintain the profile of the proposals with decision makers, neighbouring landowners and the community.

Battersea Power Station

Jeremy Castle and Emma Waterfall

Inside the Turbine Hall

“Emma has played a major role in securing approval of Central London’s largest planning application for the redevelopment of Battersea Power Station, organising public consultation activities and providing a vital link between Treasury Holdings and Wandsworth Council.”

Jeremy Castle,
Planning Director,
Treasury Holdings says...

Visit website

1-3 Bakers Road, Uxbridge

Client: S2 Estates Ltd

Appointed: January 2011

Brief: To promote proposals for a residential and retail development in Uxbridge town centre amongst the public and local councillors in LB Hillingdon.

Our role: To advise on presenting proposals to demolish an existing vacant 1950s office building and replace it with a larger, contemporary residential building. The development involved a change of use and the site has a number of challenges due to its location by the main bus station at the heart of the town centre. We delivered a public exhibition and undertook engagement with stakeholders including the town centre manager, local MP and ward councillors.

Bakers Road, current building

Bakers Road, proposed scheme

Bakers Road public exhibition

Fulham Riverside West

Client: Comer Homes and CBRE Investors

Appointed: June 2011

Brief: To advise and coordinate all communication in relation to the regeneration of Hurlingham Wharf, Whiffen Wharf and Carnwath Road Industrial Estate, three prime riverside sites which face highly complex challenges such as Hurlingham Wharf’s safeguarded status, the threat of the Thames Super Sewer and poor local transport infrastructure.

Our role: We undertook an initial round of consultation on the masterplan in July 2011, created a website and initiated dialogue with politicians and local groups. In response to Thames Water’s announcement which could lead to a CPO, we advised our clients to increase their activity and are initiating a campaign to oppose the plans, seeking media attention, working with the local MP and councillors and boosting grassroots support.

Battersea Power Station

Client: Treasury Holdings

Appointed: January 2011

Brief: To advise on strategic political issues for the next stage of Battersea Power Station’s redevelopment.

Battersea Power Station

Jeremy Castle and Emma Waterfall

Inside the Turbine Hall

Jeremy Castle,
Planning Director,
Treasury Holdings says...

Visit website

Richborough Energy Park

Client: BFL Management Ltd

Appointed: January 2011

Brief: Strategic communications including political liaison, media engagement and community consultation for this major green energy project in Kent.

Our role: The number of political stakeholders for this project is significant, over 100 in total; including Kent County Council, two District Councils, two parliamentary constituencies, a Town and 4 Parish councils. The site is high profile, attracting media attention and much debate about its future. Building on our pre-Cascade involvement, we launched a new website to coincide with an initial round of online public consultation to understand people’s knowledge of the site. The results informed a programme of public exhibitions. We have managed considerable local and national media interest and our throughout challenge has been to explain complicated new technologies in ways that reassure people that their environment will be protected.

The Richborough cooling towers

Power station operational 1994

Consultation exhibition, Sandwich

Plantation Wharf, Battersea

Client: Cube Real Estate

Appointed: January 2011 (Approved February 2012)

Brief: To identify and build support for a new river bus jetty and residential moorings

Our role: To engage with local residents, the local authority and GLA to establish support for a river bus stop in Battersea. In an area identified for a river bus stop to improve transport connections, the developer proposed a project which leveraged the value of residential moorings to fund the construction of a new jetty. We received one of our highest consultation responses. The popularity of a river bus was a major driver for this; however using a reply slip attached to a newsletter and a simple online survey undoubtedly helped to increase the response level. Despite some strong opposition to the principle of residential moorings, the application was approved in February 2012.

Download newsletter

Ram Brewery, Wandsworth

Client: Minerva Ltd

Appointed: February 2011

Brief: Promote the historic Ram Brewery as a major regeneration project having previously advised Minerva for 4 years, achieving local authority and Mayoral support for consent in December 2008 but refused by Government in 2010

Our role: Review existing successful messages and decide how to preserve the best aspects of the old scheme whilst creating a new narrative. Minerva was praised by the council for the previous public consultation. It would have been simple to repeat this; but it would have been deficient not to acknowledge the political and demographic change that has since occurred. To support the new planning application, we have: Presented to Wandsworth councillors, Putney and Battersea MPs and local groups | Established a new website with online questionnaire | Hosted 2 public exhibitions reaching more residents than before | Produced a film highlighting the site’s heritage

Regenerating the River Wandle

Restoring the old brewing buildings

View towards listed Stable Block

View along the River Wandle

“I am hugely impressed by all the team at Cascade. They are highly efficient, always available and have refreshed the approach to consultation on this exciting project.”

Mark Cherry,
Investment Director,
Minerva says

Watch the video

One Nine Elms

Project: One Nine Elms, Vauxhall

Client: Green Property and CIT Group

Appointed: February 2011 (Submitted February 2012)

Brief: Stakeholder engagement for the redevelopment of Market Towers, in Vauxhall, part of the Vauxhall and Nine Elms Opportunity Area and in an area designated for tall buildings

Our role: The plans for a 200 metre tower on this site, making it the tallest in Vauxhall, are ambitious. Our experience of this area meant we knew the importance of devising a strategy that did not patronise the knowledgeable and organised local community. We sought to explain the rationale for the design, its height and the potential benefits for the local community. Working with the architects, we have briefed community groups and local politicians, produced a short film for the website and hosted two successful public exhibitions. The application was submitted in February 2012.

Sketch of proposed public space

Computer generated image of towers

Public exhibition - talking to residents

Existing building

Computer generated image

Public exhibition

“I have known Emma for 7 years and worked with her on a number of projects. She is very proactive in her approach with good effect. She is efficient, capable, pleasant to deal with and gives good strategic advice to overcome the often complex and cumbersome hurdles involved with the planning process. When she set up Cascade, I didn't hesitate to appoint her and her new team on our Nine Elms project.”

George Kyriacou,
Developments Managing Director,
CIT Group, says...

Watch the video

Richborough Power Station Demolition

Client: BFL Management Ltd

Appointed: October 2011

Brief: To deliver public relations, media engagement and events management for the demolition of the cooling towers and chimney of the former Richborough Power Station

Our role: The demolition of the Richborough Power Station cooling towers and chimney is essential to enable the redevelopment of the site as a green energy park. Interest in the demolition of these local landmarks is considerable and requires sensitive handling as some locals would like to see them retained whilst others cannot wait to see them come down. We have continued to manage media interest in the demolition as well as engaging with the local community to ensure they are aware of what is proposed. Both in the run up and on the day of the demolition, we are managing media coverage and VIP attendance which requires careful ongoing liaison with local authorities, the police and the specialist demolition contractors.

Community Consultation

Poor consultation is as bad for our reputation as it is for our client’s hence we work tirelessly to ensure we account for the views of as many interested parties as we can.

One Nine Elms

CASE STUDY

The Kings Cross Development Forum says...