Marketing Directors Report 2018 was a busy year for TRF Marketing and the TRF generally with progress across the board in working closely with TRF Membership and local groups on new member growth – Marketing Director Mario Costa-Sa We appeaR To have achieved the magic formula sought by all subscription organisations of recruiting new members whilst retaining existing members, driving “churn” the proportion of members leaving the TRF to an all-time low. TRF Website – TRF.org.uk has matured and the rich collection of articles has been streamed into themes assisting members to share links to the relevant articles. We changed the focus of TRF.org.uk to be more outward facing and talk to key stakeholders and inﬂuencers. This was a strategic decision to help bring in organisations such as the police, councils and trade partners. I believe that this has seen some success recently. Solutions to anti-social motorcycling – TRF.org.uk/police TRF contribution to green road clearance and repair – TRF.org.uk /conservation Training for trail riders – TRF.org.uk/training Greg Villalobos looks after articles on the “open to the public shop window” TRF.org.uk, Mario and Stuart Bosworth at their meeting with Sergeant James Shirley of the Derbyshire Police
whilst James Higgs cares for the members login inside pages trail.trf.org.uk In 2018 the new joining system was launched aimed at making it easier to join and renew than ever. The old Coach Road and Stonehenge Crowd funding was a big fundraising success, helping to exceed its ﬁnancial target and get the route repaired by many partner organisations. It also helped to get the TRF message out to a wider audience including TeT viewers. Trail.trf.org.uk has taken steps towards pulling together a more formalised TRF events handbook that can be used by all groups around the country. There’s more to be done here but we are in a stronger place now than before where a lot of this info was not centralised. Reach out The Scheduled Service continues to grow in the GDpR world and focusses on safety and items in the public interest including changing behaviours. It now reaches around 25k trail riders and continues to distribute our positive messages to a wide audience. The TRF successfully implemented a GDpR policy centrally and at Group level. Many thanks to Ceri Charlton, volunteer Data protection executive, for leading with policy, and Sharon for making operational changes to membership processes. This work ensured a smooth transition to a GDpR-compliant environment. Trail Magazine – The launch and growth of Trail magazine has perhaps been regarded by TRF members as a major achievement in 2017/18. In the words of the TRF Membership Director, the TRF has ﬁnally got its voice back.
14 Trail Spring 2019
Spring 2019 TRF Trail Magazine