Download - Markensymposium 2009 - Alex Youel
How the National Trust promotes natural heritage
Alex Youel Head of Supporter Relations13 October 2009
Our beginnings
Founded 1895
• concerns over industrialisation
• poor living conditions in towns for workers
• disappearing green spaces
• no legal mechanism to protect places securely
Our founders
Canon Hardwicke Rawnsley Octavia Hill Sir Robert Hunter
Significant early places
The 1st place
Dinas Oleu 1895Coastline in Wales
The 1st house
Alfriston Clergy House 1896East Sussex
1st mansion/estate after 1937 National Trust Act
Blickling Hall 1940Norfolk
Member Growth
2500
3000
3500
4000
Tho
usan
ds
Source: Monthly Membership Report, February 2009 Data Analysis & Insight
0
500
1000
1500
2000
2500
1950 1960 1970 1980 1990 2000 2008/9
Tho
usan
ds
Today’s position, after 114 years:places and people
•320 houses, castles, gardens, industrial and archaeological monuments
•250,000ha of countryside, including 1200 farms
•1200km (707miles) of coastline•1200km (707miles) of coastline
•Nearly 15m visitors to pay-for entry places
•3.6m members (rising 2.5%pa, 87% renew)
•55,000 volunteers
•5,000 staff (regular and seasonal) in 9 English regions, plus Wales and Northern Ireland
1st coastline property Barras Nose, Cornwall
Variety of National Trust places
Some of the best
Brandelhow, Lake District
Seaton Delavalwhich
we hope to save
the best surfing coast in the UK
40 villages – and pubs!
Today’s position, after 114 years:financial resources
Total income 2009/10 £423m
includes:
membership £122mAppeals and gifts* £48m
Rents
Catering
Appeals and giftsHoliday cottages
Membership
Appeals and gifts* £48mlegacies £43m
…but always more than matched by expenditure on our places!
*includes an exceptional gift of three Historic House Hotels, valued at £19m
EnterprisesLegacies
Grants and Contributions
Investment
This is the pattern of a typical year eg 2008/9
StructureChairmanThe Council(52)
ChairmanBoard of Trustees(12)
ChairmanSimon Jenkins
Deputy ChairmanSir Laurie Magnus
Director General
Senior Management Team (9)
Magnus
Dame Fiona Reynolds
How we work
The Operational Line Supporting the Operational Line
Operational Director (member of SMT)
Simon Murray
Other SMT Directors (Marketing
Sue Wilkinson
Conservation, Finance, HR, Conservation, Finance, HR, Business Improvement, External Affairs).
Central and regional technical, advisory, support staff (including me).
Outsourced customer service centre (‘the membership department’)
English Regional (9) and Directors for Wales and N Ireland (2)
Assistant Directors, Operations (18)
General (44) and Property Managers (c60)
Property staff and volunteers
Internal communications and sharing best practice
� Intranet
� “Trust You”
� Team brief – monthly staff meetings
� Business Improvement Department
� Specialist conferences,for example “visitor experience” or gardeners
Marketing
� 1. Visitor Marketing(to attract visitors to our places)
� 2. Member Marketing(to recruit new members and retain them)
� 3. Social (lifestyle) Marketing(to change people’s behaviour)
1. Visitor marketing:“Time well spent”
Time well spent
Time well spent
Time well spent
Time well spent
Visitor Figures : August 2009-10
2008-09 2009-10 budget% Variance on
Budget
% Variance on
Last Year
Paying 2,107,266 2,313,736 2,232,978 3.6% 9.8%
Member 7,030,397 8,350,374 7,295,877 14.5% 18.8%
Year to Date
Visitor Marketing
Other 1,246,480 1,405,754 1,253,258 12.2% 12.8%
Total 10,384,143 12,069,864 10,782,113 11.9% 16.2%
Total spend in 2009/10 on visitor marketing campaign was £2m. It generated an estimated additional income of c£7.5m.
80
46
73
36
Ever visited
Visited this year
Recognise advertising
Do not recognise advertising
Visitor Marketing: advertisement evaluation
10% more people who saw the advertising visited NT properties this year compared with those who hadn’t.
Respondents were 21% more likely to visit NT proper ties if they had seen one of the adverts than if they hadn’t.
69
48
0 20 40 60 80 100
Likelihood of
visiting NT (7-10)
%
2. Membership Marketing
3. Social (lifestyle) marketing
In 2009, we launched three lifestyle campaigns. Each campaign is aimed at a different segment of our audience
These are designed to inform, involve and inspire supporters to take personal action around a particular issue.supporters to take personal action around a particular issue.
They are, in order of priority:
– Food Glorious Food (aimed primarily at ‘explorer families’)
– Wild Child (primarily ‘out and abouts’)
– Treasure Forever (‘curious minds’)
Over 160 National Trust places running more than 750 events
Brand new campaign website-www.foodgloriousfood.org.uk
Wild Child
Treasure Forever
brand refresh
� Research-driven (“good thing, but not my thing…”)
� Main visual changes• Bolder use of oakleaf logo• Bolder use of oakleaf logo• More colours• New, unique typeface
� Tone of voice – warm , authentic, approachable� What we stand for is….
Essential refreshment
A warm and authentic tone of voice
� Start with the reader
� Write as you would speak
� Be colourful
� Inspire people to do more
Bringing it all together
Bringing it all together
Visitor Marketing Campaign 2009