Cities across North America are finding innovative ways to boost public health, offer economic opportunities and foster civic cohesion — all at once. How? Through ambitious projects that transform old railways, waterfronts or other underused infrastructure spaces into vibrant public spaces for everyone to enjoy.
Born from the learnings of New York City’s High Line, The High Line Network gives nonprofit and civic leaders working on similar infrastructure reuse projects a community of practitioners to address common challenges around land use, funding and community engagement.
Having successfully secured initial funding to start the High Line Network, the team was ready to expand its funder base to meet its ambitions and ensure the Network’s sustainability. To meet this need, Spitfire began by interviewing leaders in infrastructure reuse and current and prospective funders to better understand their priorities and what might get them to support a group in the field of infrastructure reuse and civic spaces. We also met with Network members to learn how the Network was indispensable to their success.
Spitfire drew on this research to draft foundational messaging to describe the Network’s work and value-add to the field of infrastructure reuse. We also created messaging tailored to funders, including democracy-facing philanthropic organizations, corporate funders and other audiences.
We then wrote a strategic communications plan to guide the Network through creative strategies for getting funders’ attention, including positioning the Network as a national leader in infrastructure reuse.
In parallel, Spitfire supported the Network’s day-to-day outreach, from promoting its valuable convenings and resources to supporting executive thought leadership and positioning.
The Network now has a road map for taking its communications strategy to the next level, diversifying its funding, and building momentum around vibrant public spaces throughout the continent and beyond.
