This private section is a proposal for taking the website of the Surrey Hills to South Downs Community Rail Partnership forward for the benefit of all existing partners, prospective partners, the local community and the visiting public. The site is potentially the CRP's leading marketing tool with potentially global reach.
What’s in a name?
Surrey Hills to South Downs Community Rail Partnership is an apt description of the organisation, and it is a name to be proud of. However, it is something of a mouthful, and far too much for a website address. Abbreviating to the initials – SH-SDCRP for example – is meaningless in isolation.
With the CRP’s Twitter and Facebook identities operating as ‘HillstoDowns’ it is logical to use the same name for the website. Rather than using one of the ubiquitous suffixes such as .co, .com, .org etc we chose .online which sets us apart from the herd – and is particularly appropriate as we are a ‘line’ CRP
More importantly, hillstodowns.online – Hills to Downs dot online – gives us a brand name that will further differentiate us in the CRP sector and serve to link the website to any future marketing activity. Ultimately, it will enable us to deliver better results to our partners.
With the CRP’s Twitter and Facebook identities operating as ‘HillstoDowns’ it is logical to use the same name for the website. Rather than using one of the ubiquitous suffixes such as .co, .com, .org etc we chose .online which sets us apart from the herd – and is particularly appropriate as we are a ‘line’ CRP
More importantly, hillstodowns.online – Hills to Downs dot online – gives us a brand name that will further differentiate us in the CRP sector and serve to link the website to any future marketing activity. Ultimately, it will enable us to deliver better results to our partners.
What’s the website for?
As with any marketing activity undertaken by the CRP, the fundamental purpose is to encourage visitors to travel by train to explore and enjoy the bountiful attractions of the CRP's area. This not only stimulates sales of train tickets – especially for off-peak and weekend travel – it also helps the local economy.
Another important purpose for the website is to give the local community a window into CRP activities, with the aims of boosting the corps of volunteers (without whom the CRP could not function) and encouraging greater numbers of local organisations to support the CRP .
Naturally, the website also enables partners to stay in touch with CRP news and activity.
Another important purpose for the website is to give the local community a window into CRP activities, with the aims of boosting the corps of volunteers (without whom the CRP could not function) and encouraging greater numbers of local organisations to support the CRP .
Naturally, the website also enables partners to stay in touch with CRP news and activity.
The medium, not the message
Most CRPs appear to have websites, and it is easy to conclude that many are either very TOC-centric or quite parochial. Until now, hillstodowns.online has fallen into the latter category, with a home page that is largely about what we do, with only the fairly recent addition of words promoting sustainable travel and targeting visitors from London.
Like most other CRP websites, hillstodowns.online Mk1 tended to focus on the CRP, rather that what it stands for. But CRPs do not influence ticket sales or attract visitors, so an outward focused website is essential.
To distort, slightly, the thoughts of communication theorist Marshall McLuhan, CRPs are the medium, not the message.
Like most other CRP websites, hillstodowns.online Mk1 tended to focus on the CRP, rather that what it stands for. But CRPs do not influence ticket sales or attract visitors, so an outward focused website is essential.
To distort, slightly, the thoughts of communication theorist Marshall McLuhan, CRPs are the medium, not the message.
Home page
Hillstodowns.online seeks to cotrrect its focus with a new home page (already near complete) that emphasises the brand and the key messages while providing links to nine ‘inside’ pages of reasons for visiting the area, and things to do while here. These pages are: Walks, Things to see, Events, Sports, Entertainment, The arts, Food and drink, Places to stay and Getting here. Some of these are already part-populated but, it should stressed, are not yet complete. The new page can be seen HERE.
The pictures for these may also appear on the corresponding linked pages, and should be changed from time to time to ensure a fresh look ‘up front’.
The branding features imagery that is developed from the stylised ‘train’ elements in the SH-SD CRP logo, so ensuring a subtle crossover with the ‘corporate’ elements.
The pictures for these may also appear on the corresponding linked pages, and should be changed from time to time to ensure a fresh look ‘up front’.
The branding features imagery that is developed from the stylised ‘train’ elements in the SH-SD CRP logo, so ensuring a subtle crossover with the ‘corporate’ elements.
Site structure
Behind the home page will be the nine ‘departments’ as described above – with possible click-throughs to individual businesses, an ABOUT page with all the necessary information about the CRP (including annual reports etc), how to become involved etc, a news page (briefs, with full reports behind) and a CONTACT page with enquiry form.
Note: The aim is to keep readers on the site for as long as possible, so we may include urls of, for example, pubs and restaurants, but not necessarily make them live links.
The site has ample flexibility to accommodate such legal/financial material that may be required. Extra pages are easily added, but care should be taken not to complicate the site unnecessarily.
Corporate identity guidelines for all partners will be followed where necessary.
All pages are designed for correct rendering on both desktops and mobile devices.
Note: The aim is to keep readers on the site for as long as possible, so we may include urls of, for example, pubs and restaurants, but not necessarily make them live links.
The site has ample flexibility to accommodate such legal/financial material that may be required. Extra pages are easily added, but care should be taken not to complicate the site unnecessarily.
Corporate identity guidelines for all partners will be followed where necessary.
All pages are designed for correct rendering on both desktops and mobile devices.
Content generation
Fresh content is good for a site’s search engine performance, so we will be looking to add new words as often as possible. We will be looking to the Line Officer to chase contributors for news and other material relevant to our needs.
Pictures must be of high technical and artistic quality.
When assessing any content for publication, the obvious test is “Does this item encourage people to visit our region?”
Pictures must be of high technical and artistic quality.
When assessing any content for publication, the obvious test is “Does this item encourage people to visit our region?”
Our role
David Goddin Communications will use its extensive experience in news writing, editing, photgraphy and website management to manage the site to the highest professional standardsin terms of its structure and editorial content. We will gladly liaise with partners, the Line Manager or other sources of material to ensure the best end-product.
We will apply the principles of good ‘newspaper’ style and editing for clarity and correctness of grammar and spelling. We will strive to make all additions/amendments on a ‘now’ basis (unless there is a strategic reason or request for delaying). It is anticipated that most new material should be placed on the site with a few hours of receipt.
While other hands may need to add material at times, such activity is best kept to the minimum to avoid compromising design and quality standards.
We will also look for opportunities to suggest initiation of content.
The site is already producing visitor statistics, so there will be an immediate indication of improved performance (or otherwise) after any significant changes to the site. We would envisage producing statistical reports on a monthly basis.
We will apply the principles of good ‘newspaper’ style and editing for clarity and correctness of grammar and spelling. We will strive to make all additions/amendments on a ‘now’ basis (unless there is a strategic reason or request for delaying). It is anticipated that most new material should be placed on the site with a few hours of receipt.
While other hands may need to add material at times, such activity is best kept to the minimum to avoid compromising design and quality standards.
We will also look for opportunities to suggest initiation of content.
The site is already producing visitor statistics, so there will be an immediate indication of improved performance (or otherwise) after any significant changes to the site. We would envisage producing statistical reports on a monthly basis.
Promotion
A good flow of new content to the website means there will be more substance for social media promotion of the CRP, through encouraging people to click through to the website.
Timing
With a concerted effort to source at least some good material for each of the nine inside pages, and to tidy up aspects of some retained material, the new-look website could be ready for launch probably within about two weeks of a decision to proceed. At the time of writing (9 January) I would see a go-live before 1 February as realistic.
Budget
David Goddin Communications will undertake all site management, design and content editing functions within a monthly budget of £150 (£1,800 a year). This price will include hosting and domain name costs. If there are any questions before taking a decision, please do not hesitate to contact us.