CLIENT CASE STUDIES - FIRST GREAT WESTERN

STAYING AHEAD OF THE COMPETITION
Mantra provides comprehensive planning tool for Rail Company

Mantra is being used by a leading rail firm for its ability to support in the strategic and tactical planning of the communications process.

Providing train 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.

Professional
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."

Flexibility
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.

Understanding
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 Great Western.

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.