06/12/11 - Business Plan – Marketing & Sales Plan
As highlighted in the Draft Business Plan, the railway is producing a strategic sales and marketing plan which will be critical in earning the money necessary to reinvest in all areas. This will support the railway’s 2012-2015 business plan and the proposed new share issue.
The railway wants to increase the use and involvement of volunteers with a sales and marketing background to help put together its strategic sales and marketing plan. The skills register in existence will also be quizzed however there may be volunteers out there who have yet to add their skills. As part of that plan, a small number of projects are being formed, which we would like to be overseen by volunteers, to feed propositions into the overall plan. The project groups will liaise with the Visitor Services team during the project.
It is proposed that these project teams develop proposals in December/January 2011, with the aim that the overall plan is presented to the SVR(H) management in February 2012.
With this in mind we are looking for volunteers to put forward proposals on a number of projects as below.
The railway strongly believes that increasing our revenue through sales and marketing is essential to the line’s future strength. We urge all volunteers, particularly those with a sales, marketing, project management or business background, to email email@example.com for more information. All those who do so will receive a personal response.
1. Increasing traffic at galas (principally enthusiasts), including mini-galas within existing stock
2. Increasing traffic at special events (principally the public)
3. How do we attract more families and new customers
4. Additional growth from groups and use of discounting/differential pricing on off peak trains; plus overseas visitors, dining, footplate experience and special trains