We plan to deliver cross-channel marketing activity to launch the fundraising efforts, and will leverage various campaign ‘milestones’ to ensure our messaging evolves. We will maximise opportunities to continue to engage with the regional, national and broadcast press.
The share offer campaign will involve:
|Groups, Networks & Societies||We have identified a range of suitable target groups, including various rail societies, enthusiast groups, and organisations such as University of the Third Age, and we will be contacting these groups directly offering speaker opportunities, and communications via their own newsletter/social channels|
|Regional Press||Targeted PR activity to regional press titles in the Wales / Blaenau Ffestiniog area|
|National Press||Targeted trade and national press activity, including a ‘relationship building’ approach with key national titles|
|Radio and TV||Provision of ‘visual storytelling’ opportunities for broadcast media, including opportunities to film from a steam engine|
|Social Media||Maximise the potential of social media channels – already achieve strong engagement across Vintage Trains’ Twitter and Facebook pages, we plan to increase reach and engagement through paid advertising to specific and relevant audiences|
|Celebrity Endorsements||Liaise with a well-known ‘celebrity’ ambassador to lead our campaign activity|
|Events||A launch event at Blaenau Ffestiniog or other suitable location to mark the launch of the fundraising efforts, and we will be inviting key stakeholders, potential subscribers and press to this private event.|
|CRM||CRM we already have a database of over 200 previous members, and we plan to deliver a campaign of email activity to launch the ‘Founder’s Club’ – an opportunity only available to previous and current members offering exclusive incentives if donations are started before a specific date.|
|Leaflets and Collateral||Leaflets and We are producing a range of leaflets and collateral to promote the collateral share issue. Leaflets will be handed out at various events, and the brochure will be sent to select key stakeholders and potential subscribers.|
We have undertaken a market segmentation exercise to determine the different market segments, their
sizes, and how we will market to them. This has identified a total potential reach of 680,000+
|Description||Segment Size||Assumed Reach|
|Rail enthusiasts||M||Steam Railway Magazine, circulation 32k (Monthly)|
Railway Magazine, circulation 20k (weekly)
|Current and ex-railway staff||M||200k|
|High net worth individuals||S||500|
|Wales Businesses (relevant ones)||S||200|
|Parents / Grandparents (Preserving history for children)||H||Reach via facebook advertising – 100k|
|Traditionalists / days out||?||Reach via facebook advertising – 100k|
|Rail Commuters||H||Reach via facebook advertising – 100k|
|Young idealists||H||Reach via facebook advertising – 100k|
|Engineers||L||10k (via specific engineering publications)|
Other fundraising sources include Welsh Assembly, Co-op Trust funds, Local Councils, Magnox, Welsh National Trust, National Lottery, Heritage Railway Fund One thing that needs to be bourne in the marketing efforts is the benefit to the local community from the investment made to restore the line and rebuild the stations. The All Party Parliamentary group for Heritage Railways report titled “Report on the Value of Heritage Railways” has shown that Heritage Railways across the country have benefited the local community to the tune of 2.7 times the railways turnover. This means that with the railway aiming to invest on average £1.4 to £1.8 million a year in renewals and new buildings the benefit to the local community can go up to £3.78 million to £4.86 million a year during the rebuilding phase and the Trust’s aim will be to ensure as much of this spending as possible will be in the local area.
These benefits will come from a combination of the Trust utilising local resources for any contracts being let out, the spending by the volunteers while working on the project and the spending by visitors coming to see for themselves the progress on the project and staying to enjoy other tourist attractions in the region.
Another significant benefit to the local area will be the training provided by the Trust in a wide variety of skills to ensure the successful running of the Railway. These skills will range from NVQs up to training to competently drive one of our steam or diesel locomotives or both. As things currently stand the local community is already benefiting from the Trust’s plans with individual committee members and Trust members making regular trips to the region and spending money on accommodation, food and other amenities and this will continue for the foreseeable future.