The plan

The plan covers three years from 2018 – 2020 and is made up of seven work streams.

 

Ramblers data centre

 

Creating a central data warehouse where all the information/data that is spread across the Ramblers can be brought together.


This is our heart. By understanding our data – both people and places - we will all be able to plan for the future, support our charitable aims, recruit new members, guide our footpath activity and help everyone to get out walking.


We are planning on ‘ingesting’ 12-15 of our current databases, including our membership system, our routes database and our led-walk log.


This data warehouse is simply where the data is organised and stored – it does not change the systems which you see and use.


Ramblers insight hub

 

This is a self-serve business intelligence tool which displays the data in the data centre and allows it to be viewed through interactive dashboards.

An insight dashboard visually presents relevant data so that you can see and understand what is important to you. For example, for your AGM you may wish to know how many people have walked with you in a year, and what days and what lengths of walk were the most popular. The new insight hub can provide you with this information in a simple and easy to use way exactly when you need it.  All committee members can request a log-on from insighthub@ramblers.zendesk.com

 

Digital data capture

  


Walk participants

 

We currently record only a little about the people who walk with us. Without this information we cannot make sure we are providing the right things to satisfy our existing members but also to attract new ones. This data will enable us to shape our led-walk offering at national and local levels. It will also give us more confidence to ask people who have walked three times to become members. We have developed a Led Walk Register function on our app, which any member can use.

 

Volunteer roles and activities


We have many people doing many volunteer roles and activities to support the charity. By understanding who does what we can support our volunteers, recruit new ones and ensure the vital work of the charity, such as campaigning for rights of way, continues.


The above data will be immediately reflected in the Insight Hub in their own dashboards, so everyone can see how we are progressing.


There are other areas to develop, but this year we are concentrating on the two areas above.

 

Mobile strategy

 

 

Mobile is extremely important to our growth strategy for obvious reasons.  86% of UK adults have a smart phone, and our activities are outdoors. Over the last three years we have made some good forays into mobile with the Big Pathwatch and Medal Routes apps, and the Ramblers website has a responsive design so you can view all the content conveniently on a smartphone or tablet.

We will have built on these successes and have developed a multi-functional app for members.  This app is currently available in the Android & Apple app stores and includes the following features:

 

  • Digital membership card
  • Members profile
  • All led walk programmes which are on our central walk publishing system
  • All independent routes which are on our central route publishing system (Oct)
  • The ability to report and check on a path issue (2020)
  • Feature content
  • Members offers
  • In box for Ramblers news & messages

Route developing capabilities

  

 

We plan to develop mobile and web interfaces which will allow any member to create a route and enhance it with additional information and publish it to The Ramblers Route Library.  This work is scheduled for Q2 2020. 

Communications strategy and tool

Many of you have told us you need the ability to communicate with members and local walkers/supporters in a data-secure environment. This workstream is about delivering a system which will help you serve relevant and inspiring communications to members & local walkers/supporters, via multiple channels (social media, email, direct to mobile app etc).

These types of systems are complex and lengthy to implement, due to their strategic nature and the sophistication of their operation.  The Ramblers do not have a marcomms resource currently, so this work won’t begin until 2020.

 

Website strategy and new website

There are several problems in this area. Firstly, our many diverse group websites present a mixed view of The Ramblers and an unfocused brand. Secondly our main website carries so much information for volunteers it is not doing its job of inspiring the public. Thirdly (and not unrelated to the above) it is very difficult for any user to find anything on it, because the navigation is not intuitive. 

This workstream will look at the many different options available and propose a complete refresh of our brand strategy and central website.

The design & development will begin in February 2020 after we have revised our brand proposition and agreed our brand architecture (i.e. what do we stand for and what are our products).