Difference between revisions of "Marketing Department"

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| Victoria Carman || May to September 2018 || Interim Marketing Manager  
 
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| Nicola Davies || From November 2018 ||  Marketing and Sales Manager  
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| Nicola Davies || November 2018 to 2019 ||  Marketing and Sales Manager  
 
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Latest revision as of 18:26, 15 August 2019

The SVRSevern Valley RailwaySVRA:Severn Valley Railway AssociationSVRS:Severn Valley Railway Society's marketing function initiates and develops marketing and related PR activities to ensure the Severn Valley Railway remains the best visitor attraction in Worcestershire and Shropshire, maximising awareness and visitor numbers to deliver revenue that will be reinvested in the railway’s locomotives, carriages and infrastructure.

Marketing Department origins

The original Severn Valley Railway Society included the roles of Publicity Officer and Sales Officer.[1] Over the following years these roles developed into DepartmentalRolling stock used for the railway’s own functions (engineering etc.) rather than for general passenger or goods traffic. Managers for Sales and Publicity, with “Sales Department” reports regularly featuring in SVRSevern Valley RailwaySVRA:Severn Valley Railway AssociationSVRS:Severn Valley Railway Society News during the 1980s and early 1990s.

In 1994 the SVRSevern Valley RailwaySVRA:Severn Valley Railway AssociationSVRS:Severn Valley Railway Society 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 SVRSevern Valley RailwaySVRA:Severn Valley Railway AssociationSVRS:Severn Valley Railway Society and in so doing to bring in more visitors”. John Leach had previously been employed in a similar role by Flying Scotsman Services.[2]

Marketing Managers

A list of current and former managers is below.

Manager Dates Notes
John Leach Summer 1994[2] to July 2010 The SVRSevern Valley RailwaySVRA:Severn Valley Railway AssociationSVRS:Severn Valley Railway Society's Sales and Marketing Manager and first Marketing Manager, John Leach died 29 July 2010.[3]
David Mee July 2010 to July 2012 David assumed responsibility for marketing matters in addition to his role as Visitor Services Manager.[4]
Clare Gibbard July 2012[5] to May 2018 Marketing & Communications Manager. Clare joined the SVRSevern Valley RailwaySVRA:Severn Valley Railway AssociationSVRS:Severn Valley Railway Society in a part-time role after five years as UK Marketing Manager for the Japanese Mitsubishi Pencil Co.
Victoria Carman May to September 2018 Interim Marketing Manager
Nicola Davies November 2018 to 2019 Marketing and Sales Manager

Between around 2008 and 2011 2011 David Wilcock undertook a role of 'Severn Valley Railway press officer' and 'SVRSevern Valley RailwaySVRA:Severn Valley Railway AssociationSVRS:Severn Valley Railway Society Press & Media Affairs'.[6][7] 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.

SVRSevern Valley RailwaySVRA:Severn Valley Railway AssociationSVRS:Severn Valley Railway Society Charitable Trust

The Severn Valley Railway Charitable Trust Ltd employs its own Communications and PR manager who is separate from, but work closely with, the SVRSevern Valley RailwaySVRA:Severn Valley Railway AssociationSVRS:Severn Valley Railway Society's marketing and communications department.

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.[8]

Marketing messages and campaigns

An incomplete list follows.

  • Every journey ends with a memory - current
  • SVRSevern Valley RailwaySVRA:Severn Valley Railway AssociationSVRS:Severn Valley Railway Society TV advert on YouTube

Other marketing actvities

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.

Leaflet distribution

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 communication

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."[9] The role predominently involved updating SVR Live, an official SVRSevern Valley RailwaySVRA:Severn Valley Railway AssociationSVRS:Severn Valley Railway Society 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 SVRSevern Valley RailwaySVRA:Severn Valley Railway AssociationSVRS:Severn Valley Railway Society-related websites. The position became vacant in October 2017, and was not advertised for replacement.

Communications Committee

A voluntary Communications Committee was appointed by 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".

External contractors and consultants

Severn Communications

Public Relations is undertaken by an agency, Severn Communications Limited.

Nexus Creative

Website design, website development and search engine optimisation are undertaken by Nexus Creative.

See also

The Severn Valley Railway current organisation

References

  1. SVRSevern Valley RailwaySVRA:Severn Valley Railway AssociationSVRS:Severn Valley Railway Society News 11
  2. 2.02.1 SVRSevern Valley RailwaySVRA:Severn Valley Railway AssociationSVRS:Severn Valley Railway Society News 113
  3. 'Public face' of Severn Valley Railway dies, Kidderminster Shuttle, 2 August 2010 (Retrieved 16 September 2018)
  4. 'New faces in Severn Valley Railway’s management team', Shropshire Tourism website, 7 November 2012 (Retrieved 16 September 2018)
  5. SVRSevern Valley RailwaySVRA:Severn Valley Railway AssociationSVRS:Severn Valley Railway Society News 180
  6. Perfect day for railway line, Shropshire Star 21 March 2008
  7. [https://www.svr.co.uk/images/pr/Industry%20mogul%20is%20new%20SVR%20Chairman%20(2).pdf Example of a 2011 SVRSevern Valley RailwaySVRA:Severn Valley Railway AssociationSVRS:Severn Valley Railway Society Press Release
  8. SVRLive
  9. SVRSevern Valley RailwaySVRA:Severn Valley Railway AssociationSVRS:Severn Valley Railway Society NBINotice Board Issue. The SVR's on-line method of circulating information to working members.

Links

Severn Communications Limited
Nexus Creative