BUSINESS MEMBER BENEFITS 2019 - Be part of the South West Coast Path Business Community
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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
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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
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The South West Coast Path
Marketing
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You will find B&Bs, hotels,
and
youth hostels, holiday cottages
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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
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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
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Supporting the South West Coast Path
www.southwestc oastp at h.org.uk Reg charity no. 1163422
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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.
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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.
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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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