Download their excellent powerpoint presentation here.
Clive Frankham, Chair of the Andover Ramblers, explains the steps they have taken to increase their membership.
There are three key parts to the Andover Ramblers' publicity activities:
1. We identify and exploit all possible means of publicising our activities and events. Consideration is given to all the opportunities that may arise, however improbable they might seem.
2. We tailor our publicity to exploit issues that are popular with the press e.g. health, environment, etc … .
3. Repetition, repetition, repetition. Publicity is not a one-off activity. It must be done at least once a month, preferably once a week.
To be really effective, the publicity officer needs to work closely with the walks co-ordinator and the webmaster. Our publicity model has been developed so that publicity can be targeted effectively and carried out in a timely manner. It can now be shared with others. Some of the ideas, however, will rely on the help of the Ramblers staff.
Where to publicise
I began by identifying as many places as possible where we could publicise. These I grouped into 5 main categories i.e. home, work, leisure activities, travel and other. If an individual is at home they will have access to the television, radio, newspapers and the internet. At work they will have access to notice boards, breakout areas and in-house magazines. Many will work in places that have large car parks. How many of those cars have a National Trust membership sticker in their window?
If people are not at home or at work, they may well be pursuing leisure activities, e.g. shopping, visiting the library, visiting friends and family, etc … . These are all great opportunities for publicising the Ramblers.
How many times have you been stuck in a traffic jam, staring at the rear window of another car? You could be publicising the Ramblers while you are stationary if you had a sticker in your car window. Additionally, regular announcements on your local radio station will be heard by hundreds of drivers.
How do people you meet when you are out walking know that you are Ramblers? Why not wear something that catches their eye? I’ve had some bandanas produced which I wrap around my Tilley. Buffs are both versatile and popular with many walkers. If enough of us express an interest, maybe the Ramblers could consider having some produced to sell to members. I have also had some polo shirts produced, which I wear around town, at group social events and whenever we are away. Wearing them often leads to conversations with members of the public, and gets me discount when I forget my membership card!
What to publicise
Having decided where to publicise our activities, I began looking at what to publicise. The obvious things to publicise are our walks and social events. It is also good to write about how walking directly relates to, and benefits matters that are popular with both the local and national press, e.g. health, the environment, transport, etc … .
How to publicise
The next stage was to look at how to go about publicising the group in an effective manner. As our group’s webmaster I had already created our award-winning website. I then created our colourful, eye-catching static display, which is erected in Andover library and at the premises of local employers throughout the year. We also man the stand in the high street during the summer. My father - a member of the Staines Ramblers - made us a full size stile that can be dismantled to fit in the boot of my car. We were also given a footpath sign. Apparently it did not meet the council’s specifications! Waste not, want not!
I also collect unwanted walking magazines and distribute them amongst the waiting rooms of the town’s doctors’ surgeries. Edited programmes and Ramblers literature are also left at the surgeries, the library, the tourist information centre, and outdoor shops. I also write a monthly article for the local newspaper and send details of forthcoming events to our local radio stations.
Some of the awards which the Andover Group has won for its website
Create a plan
Having worked out where, what and how to publicise, the next stage was to develop a plan to make sure publicity activities are carried out on a regular basis. The plan-on-a-page is attached to the wall above my home computer. It focuses my attention on what needs to be done, and when.
The plan is then broken down into key activities and then by individual tasks. A deadline is then put against each task. It is then simply a case of ticking off the tasks as I complete them. Job done! Having set everything up, I now spend about half an hour per week on publicity activities.
Displays
I mentioned the colourful, eye-catching static display that I have created for the group. This uses the coloured poster blanks that are available, free of charge, from the Ramblers. I have created a number of pre-formatted templates which other groups can download, update and print. I laminated ours to enhance the colours and keep them looking good for many years.
Is it worth it?
In a word, yes. Since becoming involved in the publicising the group, our membership has increased by an average of 2.5% each year. In 2009 the Andover Ramblers achieved their highest membership total in their 40-year history. There will also come a time when another member assumes the role of publicity officer. Having well-established practices should help with continuity.
Our publicity model and the aforementioned templates are available to download at www.andoverramblers.hampshire.org.uk/publicity_model.htm.
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