Five councils in South West Hertfordshire have completed a PropTech Innovation Fund pilot to test how digital tools and targeted social media polling can support engagement on a joint strategic plan. Dacorum Borough Council, Hertsmere Borough Council, St Albans City and District Council, Three Rivers District Council and Watford Borough Council worked collaboratively, supported by Hertfordshire County Council, specialist suppliers and communications professionals.
The challenge facing the partnership was familiar across local government planning. Joint strategic plans cover large geographies, long timeframes and complex policy issues, making them difficult for residents to engage with. Traditional planning consultation methods, often reliant on lengthy documents, paper responses and in-person events, can limit participation. Younger residents, particularly those aged 18 to 25, and people in rural or under-represented communities are often less likely to respond.
To address this, the councils designed a digital-first engagement programme that combined rapid social media polling with a more detailed online consultation. The approach aimed to raise awareness of the joint strategic plan, present planning issues in plain language, widen participation and gather evidence on community priorities across five districts.
Technology played a central role. Built-ID’s Give My View platform was used to deliver a targeted ‘quick-fire’ social media poll, initially tested with a youth forum to ensure clarity and relevance. The main consultation was hosted on Bang the Table’s Engagement HQ, featuring an interactive document with embedded survey questions, infographics and visual content. Short explainer videos and graphics, produced with Penknife, helped explain planning terminology and promoted key messages across digital channels.
Multi-channel communications strategy
The programme was supported by a multi-channel communications strategy. Promotion included newsletters, parish council networks, press coverage and targeted digital advertising. QR-coded posters and business cards were distributed in schools, libraries, leisure centres and train stations to link physical locations with online engagement. Iceni Projects supported the design and analysis of the poll, while a dedicated youth forum helped shape questions and content.
The results demonstrated the value of digital consultation tools in strategic planning. A total of 3,122 people took part in the Give My View poll, casting 24,734 votes and submitting more than 5,000 pieces of free-text feedback. Digital advertising reached over 229,000 people across the partnership area. Compared with the 2020 ‘SW Herts – Your Future’ engagement, overall visits increased significantly, and the volume of comments more than doubled, despite a shorter campaign period and a pause in marketing during the national period of mourning.
Analysis showed that sustainable infrastructure and natural and green living emerged as the most supported long-term priorities. Simple, high-level poll questions encouraged broader participation, while the interactive consultation captured more detailed responses. Engagement from older residents increased, and participation from younger people improved through targeted advertising and the youth forum.
The councils identified clear lessons for future digital planning engagement. Plain language, strong visuals and early-stage polling support wider reach, while multidisciplinary teams are essential for delivery. Combining digital and traditional methods remains important, and consistent reporting across channels requires careful planning.
The pilot demonstrates how digital consultation platforms, social media polling and multidisciplinary delivery can strengthen evidence-led planning, broaden participation and inform future spatial strategies across authority partnerships.
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