Wollombi Road Upgrade Project

Spectrum Comms with Cessnock City Council

Project Objectives

The Wollombi Road Upgrade is a major infrastructure project that will expand the existing two-lane road to four lanes and deliver key intersection upgrades to improve safety, traffic flow and reduce congestion. The project is funded through a combination of the NSW Government’s Accelerated Infrastructure Fund and development contributions to support the growing needs of the local community.

Our Role

During the planning and design phase of the project, Council was committed to ensuring business voices were heard and represented through meaningful, proactive engagement. Our role included:

  • conducting business surveys to gather critical insights including contact details, access and delivery needs, power access, individual concerns and preferred communication methods.
  • holding one-on-one meetings with businesses to discuss evolving designs.
  • issuing targeted EDMs to provide timely updates on the project relevant to businesses along Wollombi Road.
  • together with Council, we also developed a Business Activation Plan to support business visibility and resilience during construction. Key actions included:
    • the development of a custom-made promotional video to be promoted via the business and Cessnock City Council’s digital platforms.
    • a “Buy Local” campaign including an online competition.
    • tailored wayfinding signage to maintain visibility during works.
Outcomes
  • 45 business surveys conducted in the Stage 1 project area.
  • Four successful community information sessions held during the early planning phase.
  • A modified design due to early and effective community and stakeholder engagement.
  • Four successful community information sessions held during the public display of the Review of Environmental Factors (REF).
  • 269 REF submissions received and responded to in a timely manner.
  • Proactive management of community enquiries and complaints.