Nexus Alpha: Rail Relations

The Challenge

To raise the profile of Nexus Alpha across the rail sector. As a specialist provider of intelligent transport information systems, Nexus Alpha had established itself as a key partner to the vast majority of TOCs. But, as its services are almost invariably ‘white labelled’, there was only very limited recognition of the role it plays in supporting the UK rail sector.

 

The Idea

We believed the company needed to go beyond lead generation, and position itself as a genuine thought leader on rail-related issues. We arranged meetings with key rail-sector editors and supported this with ongoing content marketing, including a white paper on the importance of timely and accurate disruption information.

 

The Results

  • The immediately higher profile led to an invitation for Nexus Alpha CEO Patrick McDougall to speak at the Digital Rail Summit – an annual event attended by major decision makers and policy makers from across the sector
  • This was followed by a further invitation to chair a session at a Rail Exec Club roundtable event in London, another meeting focused on rail innovation, with a high-profile list of attendees from the sector
  • Against a £200 paid media budget (to promote the JourneyCheck service), we generated more than 48,000 impressions, with more than 150 link clicks
    The e-shots delivered a 29.6% open rate, and 2.1% average click-through rate