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National Trust Marketing Communications

National Trust Marketing Communications.

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National Trust Marketing Communications

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  1. National Trust Marketing Communications

  2. "The National Trust works to preserve and protect the coastline, countryside and buildings of England, Wales and Northern Ireland. We do this in a range of ways, through practical caring and conservation, through educating and informing, and through encouraging millions of people to enjoy their national heritage.” (National Trust, 2014) National Trust. (2014) National Trust [Online] Available from: http://www.nationaltrust.org.uk/about-us/ [Accessed 8th March 2014].

  3. The National Trust • A UK conservation charity • 3.7 Million members • 61,000 volunteers. • 350 Historic house, gardens and ancient monuments. National Trust. (2014) About Us. [Online] Available from: http://www.nationaltrust.org.uk/about-us/ [Accessed 8th March 2014].

  4. Marketing Objectives • 'For ever, for everyone‘ • To attract ‘customers’ of different types . • Its mission is to grow the nation’s love of special places. • Use of themed events. • Increase people’s interest of being outdoors and closer to nature. Lacock Abbey (Featured in Harry Potter)

  5. Marketing Objectives • 'Going local' strategy • Increase membership by 25% to five million by 2020 • Aims to ensure the Trust can respond quickly to local issues • Get more people involved as members, volunteers or employees. • Make the national trust at the heart of the community.

  6. Our SMART Objectives • To increase overall the number of memberships by 15% by 2017. (keeping on track with NT own target) • To increase membership, and awareness with the younger age groups, specifically18-35 year olds by 5% by 2015. • To encourage volunteering, increasing participation by 20% through the use of social media by 2015.

  7. Marketing Mix Product • Tangible • Intangible • Add value to visitors and members visits through a wide range of activities. National Trust. (2014) Holidays. [Online] Available from: http://www.nationaltrust.org.uk/holidays/ [Accessed 11th March 2014]. National Trust. (2014) Build Your Skills. [Online] Available from: http://www.nationaltrust.org.uk/get-involved/build-your-skills/. [Accessed 11th March 2014].

  8. £ Marketing Mix Price • Membership fees • Entrance fees to sites • Shops and website • Fundraising and Commercial activities • Keep membership levels high – fees remain competitive. • Grants National Trust. (2014) Membership. [Online] Available from: http://www.nationaltrust.org.uk/membership/. [Accessed 11th March 2014]. National Trust. (2014) Grants & Funding. [Online] Available from: http://www.nationaltrust.org.uk/grants-and-funding/ [Accessed 11th March 2014].

  9. Marketing Mix Place • Internet • On-site shops • Holiday Cottages National Trust. (2014) Shop. [Online] Available from: http://shop.nationaltrust.org.uk/ [Accessed 11th March 2014].

  10. Marketing Mix Promotion • The National Trust promotes their products and services in various ways: • Royal Mail Door Drop • Press Inserts in National Newspapers • Outdoor Advertising • Online Adverts • Radio Advertising • Social Media Together Agency. (2014) National Trust[Online] Available from: http://www.togetheragency.co.uk/page.php?c=nationaltrust2#nationaltrust2 [Accessed 11th March 2014].

  11. Why is promotion important? ActionInterestDesire Awareness Pickton, D & Broderick, A. (2005) Intergrated Marketing Communications. 2nd Edition. Oxford, Pearson Education Limited.

  12. Direct Mail • Trying to reduce postage to help the environment • Members receive 3 annual magazines • Request holiday brochure

  13. Newsletters • Exhibitions • Festivals • Events • Fundraisers • Projects

  14. Regional newsletters • Activities • Events • Local area news

  15. Seasonal newsletters .Walks .Bike rides .Easter egg trails .Meet Father Christmas .Bluebell watch

  16. Events

  17. Film locations

  18. AdvertisingNational Trust Scotland – June 2013 - TV Campaign NTScotland. (2013) Hey Scotland! Let’s Play! [Online] Available from: http://www.youtube.com/watch?v=MaD_KIJCZSg [Accessed 16th March 2014].

  19. Advertising Objectives To drive membership of a younger audience demographic and to challenge the negative perceptions of the brand. Budget Approx. £100,000 including airtime, production, STV’s online & mobile assets Media Mix TV, Online and Mobile Creative Agency STV Agency Target Audience Families in Scotland Thinkbox. (2013) The National Trust for Scotland got playful on TV with superb results. [Online] Available from: http://www.thinkbox.tv/case-studies/national-trust-for-scotland-got-playful-on-tv-with-superb-results [Accessed 16th March 2014].

  20. Successful? • Huge increase in online traffic. • Almost doubled online target for new members • 4256 members • 6000 new twitter followers • Positive reaction Thinkbox. (2013) The National Trust for Scotland got playful on TV with superb results. [Online] Available from: http://www.thinkbox.tv/case-studies/national-trust-for-scotland-got-playful-on-tv-with-superb-results [Accessed 16th March 2014].

  21. National Trust’s Social Media Flickr Twitter Facebook YouTube Pinterest Instagram

  22. Social Media • 1 in 5 (20%) of our visitors being made aware by word of mouth through social media platforms (Pemberton 2010). • 1 in 5 (19%) of visitors use online channels to plan the practicalities of their visit (Pemberton 2010).

  23. Segmentation-Demographic • Was originally well educated and affluent AB and C1 socio-economic groups. • Modern social media is trying to change this to appeal the younger generations in order to “get younger people interested in outdoors”

  24. Competitors Visitors 19.2 million vs 11 million Members 3.9 Million vs 750,000 Sites 350 vs 400 The National Trust (2013) Annual report 2012/2013. [Online] Available from: http://www.nationaltrust.org.uk/document-1355804150050/ [Accessed 13th March 2014].  English Heritage (2014) About English Heritage. [Online] Available from: http://www.english-heritage.org.uk/about/ [Accessed 13th March 2014].

  25. Stakeholder Map Existing Members Staff Schools New Members Grant Funders Youth Groups Visitors Regional Councils Pension Scheme Local Councils 70,494 volunteers National Trust. (2014) Holidays. [Online] Available from: http://www.nationaltrust.org.uk/holidays/ [Accessed 11th March 2014]. National Trust. (2014) Build Your Skills. [Online] Available from: http://www.nationaltrust.org.uk/get-involved/build-your-skills/. [Accessed 11th March 2014].

  26. References English Heritage (2014) About English Heritage. [Online] Available from: http://www.english-heritage.org.uk/about/ [Accessed 13th March 2014]. Baker, R. (Tuesday 1st May 2012) National Trust to bolster digital marketing teams. Marketing Week. [Online] Available from: http://www.marketingweek.co.uk/news/national-trust-to-bolster-digital-marketing-teams/4001442.article [Accessed 20th March 2014]. National Trust. (2014) About Us. [Online] Available from: http://www.nationaltrust.org.uk/about-us/ [Accessed 8th March 2014]. National Trust. (2014) Build Your Skills. [Online] Available from: http://www.nationaltrust.org.uk/get-involved/build-your-skills/. [Accessed 11th March 2014]. National Trust. (2014) Grants & Funding. [Online] Available from: http://www.nationaltrust.org.uk/grants-and-funding/ [Accessed 11th March 2014]. National Trust. (2014) Holidays. [Online] Available from: http://www.nationaltrust.org.uk/holidays/ [Accessed 11th March 2014]. National Trust. (2014) Membership. [Online] Available from: http://www.nationaltrust.org.uk/membership/. [Accessed 11th March 2014]. National Trust. (2014) Movie Map. [Online] Available from: http://www.nationaltrust.org.uk/cs/Satellite?blobcol=urldata&blobheader=application%2Fpdf&blobkey=id&blobtable=MungoBlobs&blobwhere=1349106477687&ssbinary=true National Trust. (2014) National Trust [Online] Available from: http://www.nationaltrust.org.uk/about-us/ [Accessed 8th March 2014]. National Trust (No date) National Trust 50 Things. [Online] Available from: https://www.50things.org.uk/media/1235645/English%20A4%20list%20poster%20final.pdf [Accessed 13th March 2014] National Trust. (2014) Shop. [Online] Available from: http://shop.nationaltrust.org.uk/ [Accessed 11th March 2014].

  27. References • NTScotland. (2013) Hey Scotland! Let’s Play! [Online] Available from: http://www.youtube.com/watch?v=MaD_KIJCZSg [Accessed 16th March 2014]. • Pemberton (2010) Conservation Bulletin.[Online] www.english-heritage.org.uk. National Trust. Available from: www.english-heritage.org.uk [Accessed 10th March 2014]. • Pickton, D & Broderick, A. (2005) Integrated Marketing Communications. 2nd Edition. Oxford, Pearson Education Limited. • The National Trust (2013) Annual report 2012/2013. [Online] Available from: http://www.nationaltrust.org.uk/document-1355804150050/ [Accessed 13th March 2014]. • Thinkbox. (2013) The National Trust for Scotland got playful on TV with superb results. [Online] Available from: http://www.thinkbox.tv/case-studies/national-trust-for-scotland-got-playful-on-tv-with-superb-results [Accessed 16th March 2014]. • Together Agency. (2014) National Trust[Online] Available from: http://www.togetheragency.co.uk/page.php?c=nationaltrust2#nationaltrust2 [Accessed 11th March 2014]. • Rogers, E. (2003) Diffusion of Innovations, London, Free Press

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