The Marketing department is formed of 6 separate functions as
follows:
Publicity and Industry Relations
The Publicity and Industry Relations Deparment has three
sections. The Publicity section is tasked with raising the profile
of caravanning and motor caravanning to consumers and industry
bodies. This is carried out with high profile PR campaigns, events
and awards ceremonies. A programme of strategic press releases and
articles are compiled and distributed to regional, national and
specialist press journalists to ensure The Club remains at the
forefront of peoples minds with regard to caravanning as well as
organising a series of press facility trips for journalists.
The Technical Advice and Information section provides Club members
and other enquirers with advice on a very broad range of
caravanning-related topics, including towcar choice,
caravan/motorcaravan selection, problem solving, accessory choice,
and guidance for novices. The department has represenation at
relevant EU meetings with matters concerning caravanners and motor
caravanners.
The Industry Relations section is responsible for competitions;
The Caravan Club Towcar of the Year, Motor Caravan Design and
Drive, Caravan Design and Lightweight Leisure Trailer competitions.
The competitions and award ceremonies are held annually and bring
together a wide range of industry-leading companies. This
section organises The Club's presence at major consumer exhibitions
and outdoor shows and also works closely with tourism bodies such
as VisitBritain, VisitScotland, VisitWales and UK Tourist
Boards.
Research and Planning
This aim of this area is to provide insight to other areas of
The Club to help inform decision-making. It has a number of tools
in its toolkit: Membership Research (including the Member Research
Panel launched in 2011), staff research, market intelligence, data
analysis (eg member behaviour), web analytics and more. It also
provides support for campaign planning and evaluation. It is the
central point for reporting monthly progress against the full range
of annual marketing objectives.
Publishing
The Publishing Team is responsible for compiling and
distributing The Caravan Club Magazine, sent to each member each
month, working with journalist contributors, the printers and the
mailing house. The team also produce all other brochures and
literature, from the Sites Directory and Handbook, Caravan Europe
through to sites leaflets, membership renewal packs and the diary
sold through Club shop. The team also manage the website content,
ensuring it is kept up to date and relevant, and all information
held about our Club Sites, CLs, Centre rallies and events, and
sites in Caravan Europe.
Product Development
The product development team are responsible for ensuring The
Club has the right products and services to meet our members needs.
They work closely with the Insight and Planning team to understand
the member needs along with market and economic information and
this helps them to improve current products and services and
introduce new ones. They also then work closely with the member
marketing team and publications team to ensure the products and
services are clearly promoted to members via the website, magazine
and any other member communication or digital marketing method.
Member Marketing
The Member Marketing Team works with the wider organisation to
market The Clubs portfolio of products and services (such as
maximising Club Sites Occupancy, increasing the Insurance take-up
and so on). We do this by promoting the portfolio of products
through advertising, digital marketing and direct marketing (on and
offline). We also work to develop third party connections to help
deliver real value to The Club through the take-up of products and
services.
Events
The Events Team is responsible for providing Training Courses
for beginners and experienced caravanners and motor caravanners
through a network of 15 venues across England, Scotland and Wales.
The Team also provides member focused events including Temporary
Sites in support of major caravan exhibitions and produces the
annual National Rally - one of the most exciting Club events of the
year.