Scribd
Upload
508 views37 pages

National Trust Powerpoint

The National Trust is a UK conservation charity that protects historic places and green spaces. It operates as a non-profit independent of the government. Its main target markets are women aged 25-40, young families, and both young and old visitors. Competitors include other heritage brands and government-run museums. The National Trust uses various communication tools like advertising, public relations, and digital marketing to promote its brand and objectives of increasing membership and encouraging young visitors.

Uploaded by

demi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
508 views37 pages

National Trust Powerpoint

The National Trust is a UK conservation charity that protects historic places and green spaces. It operates as a non-profit independent of the government. Its main target markets are women aged 25-40, young families, and both young and old visitors. Competitors include other heritage brands and government-run museums. The National Trust uses various communication tools like advertising, public relations, and digital marketing to promote its brand and objectives of increasing membership and encouraging young visitors.

Uploaded by

demi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 37

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
Press
Print
Radio
Billboards

Commercials

Television Commercials
Wallace

& Gromit

Press

Print

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

Facebook

Twitter

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:
https://www.50things.org.uk [Accessed 17th March 2013].
AFP. (2012) Twitter. Pakistan restores Twitter after block over blasphemous posts. [Online] Available from:
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-phonebusiness-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]

References

MBA (no date) AR. National Trust. [Online] Available from:


http://www.mba.co.uk/work/national-trust [Accessed 17th March 2013].
MBA (no date) BANNERS. National Trust. [Online] Available from:
http://www.mba.co.uk/work/national-trust [Accessed 17th March 2013].
MBA (no date) DM. National Trust. [Online] Available from:
http://www.mba.co.uk/work/national-trust [Accessed 17th March 2013].
MBA (no date) National Trust. [Online] Available from: http://www.mba.co.uk/work/national-trust
[Accessed 17th March 2013].
MBA (no date) OOH. National Trust. [Online] Available from:
http://www.mba.co.uk/work/national-trust [Accessed 17th March 2013].
MBA (no date) Press. National Trust. [Online] Available from:
http://www.mba.co.uk/work/national-trust [Accessed 17th March 2013].
National Trust (2013) Cadbury Easter Egg Trails. Whats going on. [Online] Available from:
http://www.nationaltrust.org.uk/visit/midlands/ [Accessed 17th March 2013].
National Trust (no date) Handbook in your pocket. Mobile apps. [Online] Available from:
http://www.nationaltrust.org.uk/visit/places/find-a-place-to-visit/mobile-apps/ [Accessed 17th
March 2013].
National Trust (no date) National Trust. [Online] Available from: http://www.nationaltrust.org.uk
[Accessed 17th March 2013].
National Trust (no date) Strategy. [Online] Available from: http://www.nationaltrust.org.uk/strategy/
[Accessed 17th March 2013].
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]
The Times 100 Business Case Studies (no date) National Trust. [Online] Available from:
http://businesscasestudies.co.uk/national-trust/#axzz2NQN100mg [Accessed 17th
March 2013].
Together agency (no date) ready for an adventure? National Trust. [Online] Available
from: http://www.togetheragency.co.uk/page.php?c=nationaltrust2#nationaltrust2
[Accessed 17th March 2013].
Townes, F (2010) YouTube. Happy 5th Birthday, YouTube! [Online] Available from:
http://mashable.com/2010/02/14/youtube-birthday/ [Accessed 17th March 2013].
Twitter (no date) National Trust. [Online] Available from:
https://twitter.com/nationaltrust [Accessed 17th March 2013].
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-facebookdata-policy [Accessed 17th March 2013].
YouTube (no date) National Trust. [Online] Available from:
http://www.youtube.com/user/nationaltrustcharity [Accessed 17th March 2013].

You might also like