Engaging external stakeholders with targeted community-focused content

The challenge

Hinkley Point C is the UK’s first nuclear new build in a generation. Primary contractor EDF has been engaging residents and stakeholders local to the Somerset-based site long before construction began and shares news via targeted channels, including Plugged in, a triannual printed magazine. In 2019, 44 was given the opportunity to refresh the publication. Our starting point was the audience, and our focus group and survey findings gave us valuable insights.

The solution

We refreshed the publication’s look and feel, and created a new community and construction-focused content strategy, in line with readers’ feedback. Plugged in relaunched alongside its digital section of EDF’s website which contains a number of community-focused content highlights from the magazine, extended and made interactive with rich media assets.

The results

Plugged in has been well received by the readership, with consistent engagement with its interactive elements, such as offers and site tours, and great feedback on its community-focused content. The digital version receives upwards of 1,500 page views, with an average page read of 2.5 minutes per session.

“44 provide invaluable support in the production of Plugged in. They quickly respond to questions I have, offering sound advice and guidance. The design team work hard to successfully meet deadlines, even if the changes are significant. I am delighted to have such a proficient company for the production of Plugged in.”

Community Relations Executive, Hinkley Point C

Hannah Montgomery

Why we love it

“We’ve supported Hinkley Point C’s internal communications for a number of years. Plugged in allows us to tell the project’s story from a very different perspective. With this external audience, we need to consider the relevance and emphasis on Hinkley Point C’s topics so that their needs are best served.”

Hannah Montgomery, Editorial Assistant