Page 11 - March April 2009

NMRA British Region Marketing Report February 2009
There was a vacancy advertised via the Yahoo group for a Region Publicity Officer. I made contact with Vice President Mike Arnold offering to review our current publicity efforts and requirements and from that find out what the job really entailed. That was my first and biggest mistake!
After some discussion I prepared a report that was presented to the Board of Directors. In this report I made several suggestions for marketing the NMRA British Region. This was, I suggested, more comprehensive than pure publicity. After a meeting with Mike and consideration by the Board of Directors I was appointed Marketing Co-ordinator (a title that conveys a wider emphasis than just publicity alone) in December 2008.
There is a wealth of experience, expertise and enthusiasm within the NMRA BR. I am pleased to say that I have received a great deal of help from everyone I have had any communication with. I will detail some of this as I report the actions taken since my appointment.
Actions to date (not reported in any particular order)
1.Meets Report
Having had considerable conversations with former Publicity Officer and now Atlantic Director Nobby Clarke, I took his initial 'How to put on a Meet' report and with help and advice from, in alphabetical order, Mike Arnold, Patrick Grace, Jock Graham, Mike Ingham and others this document has now been updated and revamped. This is now ready for members to use.
To accompany this an Excel file has also been prepared for anyone considering putting on a Meet which can be used to prepare their budget and ensure that their proposals are financially viable. It is intended that this will also include a worksheet to enable final financial reports to be easily prepared.
2.Supplier Benefits
Contact has been made with several suppliers who have agreed to give benefits to NMRA members. Announcements of these are currently posted on the Yahoo Group and the website. A summary of the benefits will be send to the Roundhouse editor for publication. This is marketed as an NMRA Benefit and is an ongoing programme. I am pleased to say that there has already been one benefit concluded by an individual member and I believe other members are negotiating benefits on our behalf. 3. Membership Application Forms
Although there are printed membership forms available, they did not appear to be used by many members. A further supply of forms has been purchased. It is intended that these will be distributed to suppliers and members so that we can get the message to more prospective members. These are available to every member.
Among our suppliers SPV, LSWR and Railroad Trading have already agreed to send out forms to their customers. It is in- tended that we will ask all our suppliers to do this, increasing awareness of the NMRA.
4. NMRA BR Branding
After a request for suggestions on the Yahoo group, a number of possible 'strap (or tag) lines' were suggested. These were presented to members and visitors at the Benson Meet in January who were asked to indicate their preference. This resulted in four possible suggestions. These were tested at Tolworth the following week, resulting in a clear overall preference.
I am pleased to say that our tag line message is "Modelling the North American Way". This can be used in several possible ways to enhance our image and message. This will be explained as each possible variation is rolled out. Please use this tag line whenever possible when you refer to the NMRA BR.
Mike Hughes
5. Powerpoint Presentation
We have prepared a Powerpoint presentation which can be used as a rolling slide show — it can easily be converted into a photo image slide show for use on digital photo frames. This can be used alongside any display stand, exhibition layout, as part of an exhibition stand, as a presentation aid for talks and, if possible, on our website. It is currently being 'test' shown to ensure that it meets our requirements. It is then intended to make this available on CD to anyone who wishes to use it. The slides will also be used as the basis of the displays for the exhibition stands.
The Future
Branding the NMRA British Region
As I stated above, one of the ways that an organisation can 'brand' itself is by the use of an often-repeated 'tag (or strap) line'. It is intended to use our "Modelling the North American Way" tag line as part of our branding process.
We understand that the NMRA itself is reviewing the logo that has been in use since inception 74 years ago. We shall look to update our logo at some future stage and make it available for member use when representing the NMRA, including plaques for displaying on NMRA members' layouts.
Presentational Talks
I will prepare a suitable script, used in conjunction with the Powerpoint slide show, which can be used as the basis of a talk or lecture. This will include a history of the NMRA in the USA and in the UK, with a run-down of the benefits that membership brings.
Among other organisations we can make this presentation to are non-American model railway clubs — that is, those who model British outline. Perhaps we can show them just how good Modelling the North American Way can be! I have already agreed to make a presentation to Bognor Regis Model Railway Club in April. This will be used to test the concept, gain feedback and adjust the script accordingly before making it generally available. If anyone wishes me to make this presentation to other clubs (mid-week only please) please contact me and I'll be happy to do so.
With the 75th Birthday celebrations due to take place it is possible that this presentation could also be made at other organisations such as Rotary Clubs etc. If anyone has any sugges- tions please let me know
Website development
I believe that-the website is a central element of our marketing. I have had long discussions with our webmaster Peter Borcherds. He, in conjunction with other NMRA officers, has come up with some exciting ideas that we are hoping to introduce in 2009. This will not take place until after he has changed the web host. Please be patient. I know the wait will be worth it.
External Marketing
Having spent some time on the 'internal' marketing, it is essential that we don't lose sight of our need to undertake 'external' marketing. This includes magazine adverts and articles, exhibitions, etc.
Magazine adverts and articles
It is intended to continue the current cost-effective advert in Continental Modeller.
In addition, as one of their regular contributors I have access to a nationally distributed (21,000 copies) taxi magazine. The editor has already agreed to run some FREE advertising for us. This will be in conjunction with an article I will write. This will probably take the same format as the presentation talk, keeping a consistent message. I will arrange for this to be done from the April or May issue.
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APRIL 2009
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