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National Trust Marketing Communications 1"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]. 2The 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].

A UK conservation charity who protect historic places and green space making them available for ever and for everyoneIndependent from the UK Government, they rely on membership fees, donations and legacies. As well as revenue raised from their commercial operations.The national trust currently have over 3.7 Million members and 61,000 volunteers. More than 17 Million people visit their pay for entry properties and it is estimated 50 millions visit our open air properties. They protect and open to the public over 350 Historic house, gardens and ancient monuments.Also look after forests, woods, fens, beaches, farmland, downs, moorland, islands, archaeological remains, castles, nature reserves and villages.

3Marketing Objectives'For ever, for everyoneTo attract customers of different types .Its mission is to grow the nations love of special places.Use of themed events.Increase peoples interest of being outdoors and closer to nature.

Lacock Abbey (Featured in Harry Potter)To attract customers of different types including young, old, families, history and nature lovers. Its mission is to grow the nations love of special places, so it aims to inspire as many people as possible. In order to inspire people they may use themed events to celebrate the UKs history. The events may include guided walks across its estates and countryside helping people of all ages to discover wildlife, open-air performances of Shakespeare and music festivals or firework displays. Many of the national trusts properties regularly appear in film sets such as Sherlock Holmes and Harry Potter films. The Trusts main objective is to increase peoples interest of being outdoors and closer to nature as well as wider global and environmental issues for example increasing energy efficiency, recycling and sustainability.

4Marketing Objectives'Going local' strategyIncrease 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.

The Going local Strategy aims to increase members by 25% to five million by 2020. Going Local aims to ensure the trust can respond quickly and efficiently to local issues.Increase number of people involved as members, volunteers or employees. Put the National trust at the heart of the community so that everyone in the UK can feel like a member.

5Our SMART ObjectivesTo 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.

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From looking at the national trusts existing marketing objectives, we have come up with our own objectives following the SMART framework. The first objective is in keeping with the national trusts own target of increasing membership by 25% by 2020, our objective of increasing the overall number of memberships by 15% by 2017, will make sure their own aim is running on target. Secondly we specifically looked at the range of ages of the people taking memberships and how the NT want to involve different groups of people to increase membership and awareness with the younger age groups, specifically 18-35 year olds by 5% by 2015. Our third reflects their notion of not only wanting more memberships, but also donations and volunteers, to encourage volunteering, increasing participation by 20% through the use of social media by 2015.

6Marketing MixProduct

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].

Tangible Intangible Add value to visitors and members visits through a wide range of activities.

Product The products and services the National Trust provide are tangible. These include events that the public can be involved with and also the craft goods which are available for purchase in shops on various national trust sites. The National Trust also provides an intangible product and services which is the experience which people gain from visiting various national trust sites around the UK. Visitors and members of the national trust can make their experience more enjoyable through a wide range of activities provided by the national trust. This may include camping within a national trust park or a cottage holiday. Visitors and members can also build their skills with various employees of the Trust various activities include tree climbing, bug hunting. The national trust aims to inspire visitors and members by sharing their knowledge and experiences.

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]. 7Marketing Mix PriceMembership feesEntrance fees to sitesShops and websiteFundraising 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].

Price POTENTIALLY CUT DOWN WRITING ON SLIDE?As the National Trust is a non-profit organisation, the price of the National Trust membership fees, entrance to sites and sales through their shops and websites need to essentially cover the costs of running the charity rather than to make a profit. There are significant costs in repairing and upkeep of the National Trusts archaeological sites. Therefore membership and visitors fees do not cover the full cost of maintaining the sites. It is important for the National Trust to keep their membership numbers high, as if the number of memberships were to suddenly drop, the national trust would be unable to fulfil its mission to the fullest potential. Membership fees need to be competitive to demonstrate good value for money in order to attract visitors to join as members and keep existing members. The current cost of a membership is Grants from various grant funders support all aspects of the National Trusts work for example helping to require an important painting for one of their sites or enabling them to undertake various conservation work. Grants also helped them to achieve their Going Local objective which gave people more opportunities to join in with the national trust work and help them to reach new audience or enabling people to have a more fulfilling visit to one of their sites. The grants also enable the trust to work in partnership with other charities in order to achieve objectives which they would be unable to achieve on their own.

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].

8Marketing MixPlaceInternet On-site shopsHoliday Cottages

National Trust. (2014) Shop. [Online] Available from: http://shop.nationaltrust.org.uk/ [Accessed 11th March 2014].

The National Trust uses the internet to distribute their products and services in order to reach their customers. For example Trust memberships can be brought online or at visitor locations for individuals or as a gift for someone else.The National Trust website also has an online shop where customers can purchase various gifts ranging from farm produce to home accessories.

9Marketing MixPromotionThe National Trust promotes their products and services in various ways:Royal Mail Door DropPress Inserts in National NewspapersOutdoor AdvertisingOnline AdvertsRadio AdvertisingSocial Media

Together Agency. (2014) National Trust[Online] Available from: http://www.togetheragency.co.uk/page.php?c=nationaltrust2#nationaltrust2 [Accessed 11th March 2014].

The National Trust promotes their products and services in various ways. AdvertisingSocial mediaWebsite promotionBillboards

10ActionInterestDesire Awareness

Pickton, D & Broderick, A. (2005) Intergrated Marketing Communications. 2nd Edition. Oxford, Pearson Education Limited. Why is promotion important?11Direct MailTrying to reduce postage to help the environmentMembers receive 3 annual magazinesRequest holiday brochure

Newsletters

ExhibitionsFestivalsEventsFundraisersProjectsRegional newslettersActivitiesEventsLocal area news

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

Events

https://www.50things.org.uk/media/1235645/English%20A4%20list%20poster%20final.pdf17Film locations

http://www.nationaltrust.org.uk/cs/Satellite?blobcol=urldata&blobheader=application%2Fpdf&blobkey=id&blobtable=MungoBlobs&blobwhere=1349106477687&ssbinary=true18Advertising National Trust Scotland June 2013 - TV Campaign

NTScotland. (2013) Hey Scotland! Lets Play! [Online] Available from: http://www.youtube.com/watch?v=MaD_KIJCZSg [Accessed 16th March 2014]. NEED TO SAY WHETHER EFFECTIVE/CONNATIVE/COGNATIVE This advert is affective as once the viewer has finished watching the advert it creates a positive feeling as it is promoting family fun in Scotland. It could also be conative as many people will be willing to join the national trust in order to gain the positive feeling which the advert portrays.

19Advertising ObjectivesTo drive membership of a younger audience demographic and to challenge the negative perceptions of the brand.

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]. Target Audience Families in ScotlandBudget Approx. 100,000 including airtime, production, STVs online & mobile assets

Creative AgencySTV AgencyMedia MixTV, Online and Mobile The national trust wanted to drive membership of a younger audience demographic and to challenge the negative perceptions of the brand.Their main challenge was to change the brand image and portray the national trust as a somewhere which provides a fantastic day out, great value for money, giving chance for people to learn something new in an enjoyable way and finally as being welcoming and diverse. In order to change the public perception they used the creative agency STV to create a fun TV Advert with a budget of approximately 100,000 which included airtime, production, STVs online and mobile assets. Their target audience for the campaign was families in Scotland. 20Successful?

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]. Huge increase in online traffic.Almost doubled online target for new members4256 members 6000 new twitter followersPositive reaction The campaign was a huge successThe National Trust saw a huge increase in online traffic They almost doubled their online target by attracting 4256 new members. 65% of these were from younger age categories and 51% were familiesThey also attracted 6000 new twitter followersResearch also showed that peoples perception of the brand had changed for the better. Scotpulse survey before and after the advert20% of opinions changed and 97% of those were positive changes. 21National Trusts Social Media

Facebook Twitter Flickr YouTubePinterestInstagramThe national trust uses social media extensively including Facebook, Twitter, Flickr, Youtube, Pinterest and Instagram.Benitta 22

2012 The National trust added 10 digital marketers including social media specialists (Marketing Week, 2012 -http://www.marketingweek.co.uk/news/national-trust-to-bolster-digital-marketing-teams/4001442.article ) The National Trust use their Facebook page to respond to customer complaints to ensure that the problem is solved and that their public image isnt damaged. The Facebook also enables customers to give positive feedback about their recent visits to National Trusts sites. Facebook reduces the noise between the sender and the receiver to ensure that the messaged isnt distorted this is achieved through direct response via social media.

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They have 218 Thousand followers which is more than Facebook However the national trust do not seem to respond to followers tweets, therefore Facebook is the better social media platform for responding to their publics. In order to improve their social media communications the marketing team at the national trust could respond to followers tweets. 24Social 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).

1 in 5 (20%) of our visitors being made aware by word of mouth through social media platforms1 in 5 (19%) of visitors use online channels to plan the practicalities of their visit 25Segmentation-DemographicWas 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

Fae The national trust is usually associated with the elder generation, in particular the well educated and affluent, in particular AB and C1 socio-economic groups, but as illustrated in the NTs objectives they are looking to expand their target audience and the range of people that do make use of the national trust, in particular the younger generations. 26Competitors

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].

Visitors19.2 million vs 11 millionMembers3.9 Million vs 750,000Sites350 vs 400

The main competitor for the National Trust is the English heritage whose aim is tohelppeopleunderstandvalue,careforandenjoyEngland'sunique heritage. To compare the two the national trust has a considerately larger number of visitors at 19.2 million compared to the 11 million that the English heritage has, in addition the national trust has more than 5 times the number of members that the English heritage has at nearly 4 million.However, while the national trust has the competitive advantage over these areas the English heritage looks after 50 more sites resulting in their competitive advantage over the national trust.

27Stakeholder Map

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].

Existing Members New Members Visitors70,494 volunteersLocal Councils Schools Regional Councils Youth Groups StaffPension Scheme Grant Funders

CatCompetitors:http://www.nationaltrust.org.uk/document-1355804150050/- Annual report 2012/2013Their aim is to: Protect some of the most important spaces and places in England, Wales and Northern Ireland.National trust:Visitor numbers for the full year were only marginally down on the previous years record number, at 19.2 million.Looking after more than 350 historic buildings,3.94m membershttp://www.english-heritage.org.uk/about/- websiteTheir aim is to EnglishHeritageexiststohelppeopleunderstandvalue,careforandenjoyEngland'suniqueheritage.English Heritage:11millionvisitorseachyearOver400sitesopento thepublic750,000membersStakeholders:MembersVisitors70,494 volunteersLocal and regional councilsLocal businessesSchools and youth groupsStaffPension scheme

28References

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].

NTScotland. (2013) Hey Scotland! Lets 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

References