Trustworthy, administrator
6,753
edits
Changes
Info added
==Marketing Department origins==
The original [[Severn Valley Railway Society ]] included the roles of Publicity Officer and Sales Officer.<ref>SVR News 11</ref> Over the following years these roles developed into Departmental Managers for Sales and Publicity, with “Sales Department” reports regularly featuring in SVR News during the 1980s and early 1990s.
In 1994 the SVR created a new position of Marketing Manager to “'''improve the public face of the Railway, to assist our Commercial Departments to become more attractive to their customers, to improve the public's awareness of the SVR and in so doing to bring in more visitors''”. John Leach had previously been employed in a similar role by Flying Scotsman Services.<ref name=SVR113>SVR News 113</ref>
Between around 2008 and 2011 David Wilcock undertook a role of 'Severn Valley Railway press officer' and 'SVR Press & Media Affairs'.<ref>[https://www.shropshirestar.com/pictures/2008/03/21/perfect-day-for-railway-line/ Perfect day for railway line, Shropshire Star 21 March 2008]</ref><ref>[https://www.svr.co.uk/images/pr/Industry%20mogul%20is%20new%20SVR%20Chairman%20(2).pdf Example of a 2011 SVR Press Release]</ref> Wilcock founded Steam Railway magazine and was its news editor, though also contributed as a freelance journalist to other outlets such as The Railway Magazine.
==Organisation==
A Marketing Committee of the Marketing Manager, staff and volunteers was in existence until February 2018 when the marketing function was reorganised as part of a Management Advisory Group structure, with a Marketing sub-group chaired by the Marketing Manager reporting to the Heritage Support Manager.<ref>[https://www.svrlive.com/copy-of-svr-holdings-board SVRLive]</ref>
*2011: '''Many Happy Returns''' - when visitors made their first visit to the SVR in 2011 they received a voucher valid for a return visit in 2011 with one free ticket for each equivalent ticket purchased<ref>Express Points Web Round-Up, May 2011</ref>.
==Other marketing actvitiesactivities==
===On train surveys===
Volunteers hand out questionnaires to passengers, the responses to which are collated by the railway. The anonymous information helps determine where visitors come from how they heard about the railway, how they judge the facilities, where the railway perforned well and areas in which it can improve.
Volunteers distribute promotional leaflets to various locations around the area, including hotels, campsites, pubs and cafes, to raise the Railway’s profile and attract more visitors.
==Internal communicationCommunications==The communications function has at times combined with marketing and at times been a discrete function. ===Head of Communications Officer===A voluntary Communications Officer was appointed by In July 2020 Lesley Carr moved from the Charitable Trust to [[Severn Valley Railway (Holdings) PLC|SVR(H)]] in August 2015, reporting to the Marketing Manageras Head of Communications, "''to improve the communications flow between different departments, looking at the quality of material and it distribution using appropriate media; for example an internet site or social media.''"<ref>SVR NBI</ref> The a new role predominantly involved updating [http://www.svrlive.com SVR Live], which was previously covered by an official SVR web site for membersexternal PR agency, shareholders and enthusiasts. This involved announcements and news items concerning matters like locomotive overhauls and infrastructure upgrades and news from various sources, including social media and SVR-related websites. The position became vacant in October 2017, and was not advertised for replacementSevern Communication (see below).
===Communications Committee===
A voluntary Communications Committee was appointed by [[Severn Valley Railway Company Limited|the Guarantee Company]] in 2015, which does not report to the Marketing Manager. The key aims and objectives include "to develop communications to existing and prospective members through all media".
===Communications Officer===
A voluntary Communications Officer was appointed by SVR(H) in August 2015, reporting to the Marketing Manager, "''to improve the communications flow between different departments, looking at the quality of material and it distribution using appropriate media; for example an internet site or social media.''"<ref>SVR NBI</ref> The role predominantly involved updating [http://www.svrlive.com SVR Live], an official SVR web site for members, shareholders and enthusiasts. This involved announcements and news items concerning matters like locomotive overhauls and infrastructure upgrades and news from various sources, including social media and SVR-related websites. The position became vacant in October 2017, and was not advertised for replacement.
===SVR Charitable Trust===
The [[Severn Valley Railway Charitable Trust Ltd]] employed its own Communications and PR manager who was separate from, but worked closely with, the SVR's marketing and communications department. Lesley Carr moved to SVR(H) in July 2020 (see above), when the role was advertised for replacement as a Fundraising Manager – Individual Giving.
==External contractors and consultants==
===Severn Communications===
Public Relations is was until 2020 undertaken by an agency, Severn Communications Limited. The function moved to the Head of Communications.
===Nexus Creative===
