CLIENT CASE STUDIES
- FIRST GREAT WESTERN
STAYING AHEAD OF THE COMPETITION
provides comprehensive planning tool for Rail Company
being used by a leading rail firm for its ability to
support in the strategic and tactical planning of the
services between London, South Wales and the West of
England, Great Western was the first high speed train
operator to be privatised. Since privatisation, the
railway has embarked on a major programme of innovations
and enhancements in the trains, products and services and
Mantra is helping them to maximise their efforts in
communicating these developments to key stakeholders.
Elaine Wilde, Head of PR says "First Great Western
has been working with Mantra for more than five years,
helping to track national and regional media coverage.
Mantra quickly developed a strong understanding of our
needs, our business, the industry we work within and our
PR aims. Mantra was initially chosen for several reasons
including the methodology used, flexibility and the
friendly professionalism of the day-to-day team. As our
relationship has developed those reasons have been
reinforced. I have recommended Mantra to other companies
and will continue to do so."
The analysis focuses on 4 key areas; safety,
performance, customer service and community.
For First Great Western, it is important to have
management information that is not only understandable but
also usable. Mantra is providing information on
individual campaigns and targeted promotions on a regular
basis, allowing First Great Western to monitor their
progress as they evolve, allowing them to effectively and
efficiently manage each part of the campaign and how they
impact on and input to long-term strategy.
Mantra’s evaluation also looks at the key spokespeople
within the industry, and how they influence perception and
the way the media reports key issues affecting the
industry. It and allows First Great Western to see where
they have received coverage as direct result of activity
as well as where general reporting of industry issues have
influenced PR activity.
As well as the customer service, Elaine is also
impressed with the knowledge base that Mantra has
developed. ‘Not only does Mantra understand my needs,
they also understand the industry in which we operate,
which adds a cutting edge to their reports’.
With this understanding also comes a certain level of
flexibility, allowing for Mantra to realign and adapt its
service as the objectives change of the PR team at First
Mantra continues to provide First Great Western with a
pro-active, adaptable and thoughtful approach, and Elaine
agrees that this is at the core of the successful
relationship between the two companies.