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National Trust Powerpoint
Citation preview
Hannah Labithiotis Nicola Spragg
Demi OShea Lucy Weaver Toby Palmer
Introduction
The National Trust is a conservation charity who
protect and restore historic places and green spaces and open them up to the public.
Current Market Sector
Non-profit Sector Independent of government
Current Target Market
25 - 40 year old women Out and Abouts
PR Week
Young Families Old and Young
Times Case Study
Competitors
Heritage Brand Privately Owned Properties Government run Museums No evidence for this
Communication Tools Advertising Public Relations Sponsorship Sales Promotion Direct Marketing Point of Purchase Exhibitions and trade fairs Personal Selling Internet
Advertising
Television Commercials Press Print Radio Billboards
Television Commercials Wallace & Gromit
Press
Radio
The Times, (No Date)
Billboards
MBA (No Date)
Public Relations
CURB (No
Date)
Sponsorship
The Guardian, (2006) National Trust (2013)
Sales Promotion
Direct Marketing
MBA (No Date)
Point of Purchase
Internet
Social Media/ Networking Banner Advertising Interactive Website Smart Phone App
Social Media/Networking
Facebook 84,848 Likes Twitter 136,034 Followers YouTube - 590,382 Views
YouTube
Banner Advertising
MBA (No Date)
Interactive Website
National Trust (2013)
Smartphone App
Corporate Objectives
The National Trust aims to increase membership by 25% to five million by 2020.
For ever, for everyone Encourage young people to visit their sites Increase online accessibility Creation of activities
- The Times 100 Business Case Studies (no date)
- National Trust (no date)
Cognitive Objective
Cognitive Objective
Cognitive Objective
Affective Objective
Conative Objective
Conative Objective
Conclusion
Memberships now exceed 4 million. Propensity to visit has increased by 13%
since the launch of the 'Time Well Spent' campaign
- MBA (no date)
Thank you very much, any questions?
References 50things (no date) 50 THINGS TO DO BEFORE YOURE 11 3/4 . [Online] Available from:
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http://dawn.com/2012/05/20/twitter-banned-in-pakistan/ [Accessed 17th March 2013]. AudioBoo. (2011) National Trust Spring Radio Wales advert. New boo by nationaltrust. [Podcast] 16th
March. Available from: iTunes [Acccessed 17th March 2013]. CCA (2012) John Lewis. John Lewis reaps reward of heroic customer service. [Online] Available from:
http://www.cca-global.com/gsx/content/intouch/?contentid=144 [Accessed 17th March 2013]. CURB. (no date) National Trust. PR Stunt. National Trust. [Online] Available from:
http://www.curbmedia.com/case-studies-nationaltrust.asp [Accessed 17th March 2013]. Facebook (2013) National Trust in the Midlands. [Online] Available from:
https://www.facebook.com/NTMidlands?fref=ts [Accessed 17th March 2013]. Facebook (2013) National Trust NI. [Online] Available from:
https://www.facebook.com/NTMidlands?fref=ts [Accessed 17th March 2013]. Facebook (2013) Yorkshire National Trust. [Online] Available from:
https://www.facebook.com/NTMidlands?fref=ts [Accessed 17th March 2013]. Facebook (no date) The National Trust. [Online] Available from: https://www.facebook.com/nationaltrust
[Accessed 17th March 2013]. France, P. (2013) Sky. Sky to acquire O2 and Be broadband and home phone business. [Online] Available
from: http://www.cable.co.uk/news/sky-to-acquire-o2-and-be-broadband-and-home-phone-business-801549401/ [Accessed 17th March 2013].
Hanson, S. (no date) go local. National Trust. [Online] Available from: http://www.debutart.com/illustration/sarah-hanson/national-trust-magazine#/illustration-portfolio [Accessed 17th March 2013].
Magee, K. (Wednesday 10th February 2010) National Trust Calls in Mischief to Attract a More Diverse Audience. PR Week. [Online] Available from: http://www.prweek.com/uk/news/983020/National-Trust-calls-Mischief-attract-diverse-audience/ [Accessed 11th March 2013]
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National Trust Shop. (no date) You might also like. Your basket. [Online] Available from: http://shop.nationaltrust.org.uk/cart.php [Accessed 17th March 2013].
Nationaltrustcharity (2012) Wallace & Gromit in National Trusts A Jubilee Bunt-a-thon. [Online] Available from: http://www.youtube.com/embed/zJNnx403FvM [Accessed 17th March 2013].
Nationaltrustni. (2012) National Trust Summer campaign 2012 pre-roll ad. [Online] Available from: http://www.youtube.com/watch?v=iMOwpVEFGfs [Accessed 17th March 2013].
Roeck, G. (no date) Get Spooked! Getting the National Trust ready for Halloween. [Online] Available from: http://www.mccgp.co.uk/marketing/getting-the-national-trust-ready-for-halloween/5567/ [Accessed 17th March 2013].
References
The Guardian (2006) Sky Sponsors National Trust [Online] Available from: http://www.guardian.co.uk/media/2006/jan/30/marketingandpr.broadcasting [Accessed 19th March 2013]
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Townes, F (2010) YouTube. Happy 5th Birthday, YouTube! [Online] Available from: http://mashable.com/2010/02/14/youtube-birthday/ [Accessed 17th March 2013].
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Warr, P. (2012) Facebook. Government steps in to alter Facebook/Instagram data sharing. [Online] Available from: http://www.wired.co.uk/news/archive/2012-11/28/commissioner-modifies-facebook-data-policy [Accessed 17th March 2013].
YouTube (no date) National Trust. [Online] Available from: http://www.youtube.com/user/nationaltrustcharity [Accessed 17th March 2013].
References