BUSINESS MEMBER BENEFITS 2019 - Be part of the South West Coast Path Business Community
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UN PR TIL ICE SPR FIX ING 201 9 BUSINESS MEMBER BENEFITS 2019 Be part of the South West Coast Path Business Community Promote your business to the visitors of this 630 mile National Trail - One of the World’s most popular walks www.southwestcoastpath.org.uk @southwestcoastpath @swcoastpath @southwestcoastpath Reg. Charity no. 1163422
About the South West Coast Path The South West Coast Path attracts 8.7 million tourists a year and these visitors spend over £500 million with local businesses. Its 630-mile route runs from Minehead in Somerset to Poole in Dorset and is considered to be ‘One of the Best Walk’s in the World’. About the South West Coast Path Association The Association works to ensure that visitors to the Path are informed about the best ways to enjoy it. This includes promoting the wealth of places to stay, eat and visit along the length of the route. The Association is a registered charity working to protect and conserve the Coast Path. Supporting the charity and adding a voice as a member helps the Association to improve the Path and keep the way open to beautiful coastal places. The Complete Guide to 0 The South West 3.0 £1 Coast Path The Complete Guide to The South West Coast Path Minehead to Poole Written by all of us at the South West Coast Path Association, with all this guide is jam packed your the details you need to plan mile South West Coast Path 630 view for a adventure, find a perfect walk. picnic or decide on a shorter The South West Coast Path Marketing eight The Path is divided into essential manageable sections with for planning an information forget. experience you will never You will find B&Bs, hotels, and youth hostels, holiday cottages section campsites all shown by their times and of Path, together with tide Whether you want to attract more domestic visitors or those from abroad, useful transport information. we can help. From involving you in educational trips for journalists and tour operators, to offering discounts on digital promotion/marketing opportunities ww w.southwe stcoastp at h. org.uk 2017-2018 we are always thinking of news way you can leverage the value of the Path to Registered Charity No: 1163422 05/12/2016 09:00 FINAL.indd 1 SWCPA Cover+Spine_2017 130X210 make your business grow. 1
Why join our business community? Over half of visitors take a two mile plus walk during any visit. The Coast Path doesn’t just appeal to ‘serious’ walkers 2016 Visit Cornwall Visitor Survey 56% of people walking the Coast Path will eat out at a pub, café or restaurant that day South West Coast Path Association face to face survey 2016 Reduce the seasonality of your business. Walkers favour the quieter spring and summer months to visit 2016 Visit Cornwall Visitor Survey Main motivation of 38% of visitors to Cornwall in the autumn is to go walking 2016 Visit Cornwall Visitor Survey The South West Coast Path is the UK’s most popular walk. Voted Britain’s ‘Best Walking Route’ and rated ‘One of the World’s Greatest Walks’ Lonely Planet “We’ve been involved with “The Truth is all of Alex Foley at Guardhouse Café, Berry Head, Brixham enjoys meeting The Association for several years, and us need to contribute Path users... business membership has helped improve towards the Path. It is our exposure to Path users. We have found to the benefit of your “We enjoy meeting walkers, that Path users are more likely to support business to join the usually when they are those who also have an interest in what business membership coming to the end of the the Coast Path offers, and who actively scheme.” exhilarating (and at times support the ongoing maintenance and Alex Polizzi, Channel 5’s Hotel exhausting!) walk from development of the Path.” Inspector Kingswear to Brixham - a Greg Dolan at Three Tees Guesthouse, welcome cup of tea and slice of Lusty Glaze, Newquay, says being a member helps cake (or a local beer…) is well their bookings in the quieter times of the season deserved after this day-long hike!” 2
Digital marketing Website advertising We offer access to a targeted Coast Path audience of almost 1.4 million a year through our website at www.southwestcoastpath.org.uk who are looking for places to stay and eat and for ideas of things to do. Our business membership includes a listing on the website, the official website for all users of the South West Coast Path. Your listing will be shown on all walks pages within five miles of your location. Your entry on the website can be found through a variety of ways providing multiple opportunities for your business to be discovered. Your business can be found through our ‘short walk’ pages, using the accommodation finder tool and through themed walk itineraries like ‘easy access walks’, ‘family walks’ found easily through the home page ‘ Walk the Path’ section. Social media exposure We have a combined following on Facebook, Twitter and Instagram in excess of 30,000. We post lots of engaging content, including a wealth of information about our business members, whilst also sharing any of your content that is relevant to our audiences. You can send us any special news you’d like to share, unique offers or particular stories that we can promote. Amazing views from the My footprints. Another top and below! day, another hike... Clear signs by #SWCP #passionpassport #view #gooddayforit #viewpoint #beautifuldestination #love #freedom #saltair #bestofbritish #lovesengland Dutch visitor Dutch visitor The Port William at Love spending Evening #Dorsethour Trebarwith Strand for weekends walking We are now real pleased great food and drink, around the South West to be supporting an plus uber-friendly coast path. association that makes staff and very dog #seascape #coast a difference on the friendly! #waves #Devon Jurassic Coast! Another happy #beach@swcoastpath @swcoastpath customer Plymouth based fan Jurassic Coast Guides www.southwestcoastpath.org.uk @southwestcoastpath @swcoastpath @southwestcoastpath Direct marketing to hot leads The Association has a growing database of over 20,000 contacts, an engaged audience who visit the Coast Path, that have asked to be sent more information on a regular basis. We promote our business members to this audience on a regular basis. We send monthly e-newsletters to our 6,500 individual members. You can opt in for inclusion in the members only offer page to reach our most committed Coast Path visitors. 3
Other business membership benefits As well as the digital marketing aspects of our membership we are also able to offer other more traditional methods. A listing in 2018/2019 Complete Guide to the South West Coast Path which has a 10,000 publication distribution A quarterly business e-newsletter focused on helping you to promote your business An individual membership (includes a Complete Guide, two magazines a year, monthly e-newsletter, sticker, member offers including a 15% Cotswold Outdoor and shop offers) Extra copies of The Complete Guide to the South West Coast Path at a much reduced price (currently £6.00 rrp £15 – inc p&p) for retail Association business sticker to show your support Offer incentives to our members through member magazine Opportunities to get involved with the South West Coast Path Association’s business activities and events Help to repair and improve the Coast Path – a proportion of membership fees are allocated to Path improvement projects Contribute to our promotion of the Coast Path to increase visitors from domestic and international 13 .00 visitors £ s The South We st Coast Minehead to Path Poole The Complete The South W e Gu ide to 630 mile Coast Path st The Complete Association M emb ers Written by all West Coast Path of us at the ine for South ar ly magaz South West Coas iation PL21 9EF, Engla nd Coast Path Assoc dge, Devon, t Path Associatio oastpath.org.uk e The h a l f y n, South West , Lee Mill Bridge, Ivybri www.southwestc this guide is jam Bowker House ath.org.uk packed with all southwestcoastp the details you 7 hello@ 01752 89623 need to plan no. 1163422 South West Coas your Reg. charity t Path 630 mile adventure, find Guide to The a perfect view picnic or decid for a e on a shorter The Path is divid walk. manageable secti ed into eight ons with esse information for ntial planning an experience you will never forge South West Coa t. You will find B&B youth hostels, s, hotels, holiday cotta campsites all ges and shown by their of Path, together section with tide time useful transport s and information. st Path 7 No. 96 Autumn 201 www.s outhwestcoastpath.org.uk d paper Printed on recycle Registered Charit y No: 1163422 SWCPA Cover+ Spine_2017 130X210 FINAL. indd 1 2017-2018 05/12/2016 09:00 Supporting the South West Coast Path www.southwestc oastp at h.org.uk Reg charity no. 1163422 4
International Marketing Long distance trails like the Coast Path are well understood in Germany and the Netherlands, and a strong walking and hiking culture already exists. Research shows that the most sought after information on the South West Tourism Growth Fund website was on the countryside of the South West, with the majority of traffic coming from Germany and the Netherlands. In addition to this, research carried out by Visit Cornwall showed on foot was the most popular way to enjoy the countryside with 83% of visitors to Cornwall undertaking a short walk during their stay. It was for these reasons, that we focused our international marketing efforts in these two well established markets. We can help you maximise this potential customer base and have a range of resources available to help you service them. Our complete guide is now available in German and Dutch and we have six, 3-5 day themed itineraries, also available in these languages on our website, SWCP app and in Z card format. Our itineraries are available in many tourist information centres across the South West and elsewhere in the country, as well as distributed on the popular passenger ferries that operate between here and France. In the future we hope to expand our international promotion to markets such as France and the USA. Discover The Nautical Trail 09:31 09/12/2016 1 Trail.indd ON Nautical over_SDEV DE_zcard_C 5
+14,500 +92% +190% £2.9 million worth of PR and German visitors Dutch visitors itinerary downloads to the website to the website media value Educational trips To support our domestic and international resources, we are always looking for opportunities to run educational trips so that travel operators and journalists alike can help us make it even easier by offering tour packages, tips and advice to their audiences. Here at the Association, we like to think we know the Path pretty well, but it’s taken us more than 40 years! For people who don’t know the area or aren’t from the UK, it can be daunting to know where to start. Educational trips (also known as press and fam trips) are a way of promoting your products or services. An educational trip is a paid-for visit usually offered to travel consultants, tour operators and/or journalists. The aim is to familiarise travel operators with a trip in the hope they will recommend it to their customers, generating new business for you. For journalists, there is a chance to have your product or service written about, which opens up access to new and varied audiences. Editorial is deemed much more valuable than advertising as people trust recommendations from top travel writers and will often follow in their footsteps. We recently hosted journalists from Germany’s biggest selling woman’s magazine ‘Brigitte’ and saw nearly 20 businesses we’d worked with to organise the trip mentioned in the coverage. That’s editorial space worth over €400,000 going out to around 3 million readers! How to get involved We want to offer you, our business members the first opportunity to get involved in any educational trips we’re organising. It’s our way of saying thank you for supporting us and is one of the many benefits you receive by being part of our growing business network. If you want to get involved simply email hello@southwestcoastpath.org.uk with details of your business and whether you are able to offer anything complimentary or at a discounted rate and we’ll get in touch when the next opportunity comes up in your area. 6
Pricing Pricing is based on the size of your business so that we can offer it at an affordable price to large and small businesses on the Path: Small business (turnover £0-£20k pa) £65 (inc. VAT) Medium business (turnover £21-£81k pa) £195 (inc. VAT) Large business (turnover over £81k pa) £330 (inc. VAT) We also ask that you show that you are part of the SWCPA business community to your customers by: Having an embedded logo link on your website Display the business member window sticker (provided) Offer a water bottle refill service for walkers Have leaflets about the Association and the Path available for your customers (provided) Offering guide books for sale Consider offering a member only offer Your Membership Team For more information or to arrange your business membership please visit www.southwestcoastpath.org.uk/business call us on 01752 896 237 or email business@southwestcoastpath.org.uk Photography credits: Hiker resting at Bedruthan Steps, Cornwall by Richard Taylor. Boat Cove, Dawlish Photographer by Rosie Spooner, Golden light at the golden hour at Wheal Coates by Jen Rogers, November Sunrise at Portland Bill by Kerry Roberts, Durdle Door Golds by Damien Davis, Porthcurno by Peter Batson www.southwestcoastpath.org.uk @southwestcoastpath @swcoastpath @southwestcoastpath Reg. 7 Charity no. 1163422
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