1. Objectives

• Build a free ‘associate’ level as a base for the sales funnel – goal 1000
• Increase membership – goal 250
• Increase website and social media ‘views’
• Increase revenue streams – goal £40,000

2. Campaign

Proposal

• ‘This is Farnborough’
• Use of Farnborough legacy, Farnborough Airshow (by association)
• Adoption of groups forming in new sectors as partners in SE England
• Farnborough Thought Leaders
• Farnborough ‘TED’ Style Talks to demonstrate industry knowledge, credentials and leadership

In support of the portal launch, the current profiling of members will need to be revisited and improved.

3. Project Status (April 2025)

Like an iceberg, a lot of effort has gone into the system platform as the base for future work to build out the capabilities of the website and finally a go-to-market campaign ('This is Farnborough').

Status summary would be:

• New Portal - WIP April with a soft launch to select members in May.
• New Website - Next, with a goal to release this by the end of June. A key aspect of the publishing of information to the website will be that members can do this but they must be through paid for subscriptions, and the process will involve forms in the portal.
• New Brand Message - Consultation with FAC throughout the summer with a launch in Autumn 2025.

4. Portal

The portal uses a proven technology and a cost effective membership system capable of being expanded to 1000's of users. The portal creates and supports:

• Opportunity space to generate promotional income
• Use of data-driven platform to add value
• New email newsletter and social media systems to drive awareness
• Use of video (Vimeo?) to add dynamism
• New marketing tools from WAR to minimise admin activity
  

5. Communications

The communications proposal is as follows:

• Relaunch/Renew/Reposition FAC and South East England Aerospace

• FAC as a leader maximising the uniqueness of ‘Farnborough’ in aviation/aerospace
• Build Farnborough as representing the Region and the UK
• Delivery of same level of information and services as the other RAG (regional aerospace groups) + more
• Maximise the USP of Farnborough versus RAGs and ADS
• Use of Farnborough’s global reputation and leveraging the Farnborough Airshow
• Add value of membership and top tier prestigious thought leader ‘club’
• We see this having a lot of potential internationally

• New Markets

• View new aerospace ‘sectors’ as an opportunity for growth (space, UAV and air mobility, renewables)
• Use international connections to add members and create hybrid groups

• New Tools

• Use techniques from technology sales and marketing

• New Skills

• Use skills and experience in other sectors (film, music, gaming, arts, new media) to differentiate FAC
• Tightly integrated approach to cross and aerospace-technologies

6. Revenue Streams

• Subscriptions (£39.95 a month)
• Advertising
• Sponsorship
• Events (including online)

7. Plan Details - More Actions

• Rebrand strategy includes the need to do what other RAG sites do + accepts that this is not enough due to ADS presence... so FAC needs more.... and pitches to the world to join
• The portal includes a number of ideas regarding content. It will need to have adverts/sponsorship completed. It needs industry content provided. It needs to cover entire SE plus the 'new' aerospace sectors.
• The portal and web presence will be data driven.
• The portal strategy needs a free level of membership to grow the contact base.
• The brand strategy needs affiliated international partners.
• A key component of charging for access is the connections that FAC and the portal can facilitate.
• Many of the interactions with the site will be via forks.
• The newsletter and social media marketing tools we will provide will drive adoption and subscriptions.
  

5. Next Steps

• Better profiling of members
• Key target accounts identified
• Trial group of members and key players approached
• Other membership groups contacted to be affiliates
• New sector groups approached to partnerships
• Broader promotion to all members
• Past members approached for associate membership