Quill Power Communications (QPC) was approached in late 2008 by the IRO to provide marketing and communications support, helping to raise the profile of the organisation within the rail industry and in turn, growing membership, student numbers and advocacy across the rail sector.
Working alongside the IRO's Learning and Development Manager, Quill Power Director Nigel Barber developed an in-depth marketing and communications strategy, charting the core activities required to strengthen the IRO's industry profile and directly support the promotion of its flagship Professional Development Programme, which comprises the Certificate/Diploma/Degree in Railway Operational Management.
Signed off by the IRO Board, the strategy led to the ongoing delivery by QPC of the following core activities:
Communications planner — The production and ongoing management of a communications planner, an organic document used to capture and monitor all communications activity required in support of the strategy, reviewed and updated on a weekly basis;
Public relations — The delivery of dedicated public relations activity in support of specific work streams e.g. the promotion of the Professional Development Programme, inc production of press releases, features, direct mailings, web based material;
Internal communications — The production of a clear process to strengthen relations with the Corporate Member organisations, working with their respective internal communications managers to publicise the work of the IRO through the appropriate internal channels;
Marketing and Communications guidelines — The production and dissemination of clear guidelines supporting the seven IRO Area Councils in the delivery of their own promotional activity and incorporating a new set of templates;
Roadshows — The creation, management and implementation of the IRO 'Roadshow' programme, strengthening relations between the centre, the IRO's seven Area Councils and their respective members and providing clarity regarding the IRO's key aims and objectives, ensuring commonality moving forward;
Promotional materials — The production/management of a suite of promotional materials, including leaflets publicising the Professional Development Programme, the IRO Course Directory, Modern Railways supplement and promotional posters;
Area Council Pages, IRO Website — The overhaul of the dedicated pages for all seven of the Area Councils on the IRO website, with the production and dissemination of a clear editorial process.