Strasburg Rail Road is Pennsylvania’s oldest public utility and the oldest operating railroad in the Western Hemisphere. It currently stands as the only authentic steam train attraction in Lancaster County and the oldest continuously operating railroad in the country. Over the last five years, Strasburg Rail Road has been broadening its year-round appeal with creative events and experiences for guests of all ages.
The Challenge
Strasburg Rail Road had an annual marketing budget that felt like it had overlap among its three core verticals: guest experience, dining services, and mechanical shop services. The marketing and executive team was looking for an audit of their current marketing and brand impression. Additionally, they requested recommendations for a strategic, data-based go-to-market online strategy for the upcoming year.
Our Strategy
We started the process of creating a marketing strategy and budget with an in-depth Discovery meeting. After interviewing all stakeholders, we had a clear vision of the value proposition, goals, and target personas. Next, our team got to work auditing Strasburg Rail Road’s digital marketing efforts and engaging with traditional media vendors. We then took all of that information and created a preliminary marketing schedule for the upcoming year that tied in with the recommended budget.
The Results
As a result of several weeks of research, auditing, and planning, we were able to present a comprehensive plan to the marketing and event leadership team at Strasburg Rail Road. This plan presented an approach to their goals of increasing brand awareness, diversifying advertising, and increasing guest attendance in a way that was backed by factual research and efficient media buying.
“So much of Strasburg Rail Road’s audience – both locals and tourists – knew of their classic steam train ride through Lancaster County. But we now have the opportunity to let everyone know about all of the other theatrical, food and drink, and seasonal experiences that Strasburg offers all year long.”
Kelly Howard, Account Executive, Tower Marketing
