To gain approval for construction of what eventually became known as Clarksburg Premium Outlets at Cabin Branch, the developers needed to secure approvals from numerous County agencies and, ultimately, the support of five of the nine members of the Montgomery County Council.

Complicating the many steps normally needed for approval of such a large project was the presence of a small, but very vocal group of Clarksburg residents who were opposed to the project and a bid from a competing group of companies to develop another outlet mall in Clarksburg – an area that could not sustain two outlet centers.

Pugh & Tiller worked with its partners to develop a strategy that included media relations, social media, community outreach, and public affairs.

The tone of the campaign was to be very positive and did not stoop to publicly attacking the competing outlet developer, which was in marked contrast to their actions. Tactical elements were timed to coincide with key Planning Board and County Council meetings and votes.

After creating messaging and identifying project spokespersons, Pugh & Tiller introduced the project and the key executives responsible for the development to the public through a series of one-on-one background briefings with Washington, D.C. and Montgomery County media. This initial media coverage was followed by numerous community meetings, ongoing social media posts, and – as community supporters were identified – a series of letters to the editor of local newspapers, expressing support for the project.