Crown Estate Scotland.

Community Engagement

Client: Crown Estate Scotland

Location: Whitehill Estate, Midlothian

Project: Community engagement and development framework to support local development planning

Project Overview

Crown Estate Scotland commissioned a meaningful community engagement process to help shape the future of Whitehill Estate in Midlothian. Working in partnership with Terra Nova Scotland, Colin Ross Workshop and Colliers, I was tasked with designing and delivering a comprehensive communications and engagement strategy that would inform the creation of a Development Framework and support a submission to the Midlothian Local Development Plan.

Spanning over 3,200 acres and home to agricultural and industrial tenants and neighbouring three distinct communities – Rosslynlee Hospital, Rosewell and Bonnyrigg – the estate had not previously been recognised as a ‘place’ in its own right. This project provided an opportunity to change that by capturing local insight and building stronger connections with those who live and work in the area.

The Approach

Stakeholder Mapping

Identified key individuals, groups and organisations across local government, community groups, schools, businesses and tenants. We worked closely with the Midlothian Council Communities Team and Rosewell Development Trust to ensure all relevant voices were included.

Tone and Language Testing

Carried out early conversations with trusted local stakeholders to ensure the project tone was accessible, inclusive and appropriate to the local context.

Visual Identity and Brand Development

Created a friendly and engaging project brand to give Whitehill Estate a stronger sense of identity and make the consultation process more welcoming.

Multi-Channel Communication Strategy

Developed a mix of online and offline communications, including:

  • A dedicated project website and Virtual Village Hall

  • A video introducing the project and how to get involved

  • Door drops, posters, and local press coverage

  • Social media engagement, tapping into local Facebook groups

Accessible Consultation Opportunities

Combined digital tools with physical presence to maximise engagement, including:

  • Online and printed surveys

  • Exhibition boards at a local venue in Rosewell

  • In-person drop-in sessions to meet the team and share views

Creative Community Engagement

Ran a school’s competition – ‘Project W’ – involving two local primary schools to hear ideas from younger residents and broaden participation.

Impact

The consultation reached more than 8,000 people through social media, received 135 completed surveys, hosted 100 face-to-face conversations and attracted over 1,500 visits to the website. The feedback helped shape a locally grounded, community-informed Development Framework to guide the future of Whitehill Estate.

This project demonstrates how clear communication, inclusive engagement and a commitment to listening can help build a shared vision for the future of land.