keeping your brand alive - english heritage | brand breakfast | 12 october 2016
TRANSCRIPT
BECOMING A CHARITY
BRINGING HISTORY TO LIFE
Origins
On 1st April 2015 the former English Heritage became two organisations, a
public body called Historic England and a new charity called the English
Heritage Trust.
The English Heritage Trust cares for over 400 historic buildings, monuments
and sites from world-famous prehistoric sites to a Cold War bunker.
Through these we bring the story of England to life for over 10 million people
each year.
The support of our members, visitors and donors is crucial in enabling us to
care for these places and their collections for the benefit of this and future
generations.
Since becoming a charity we have embarked on the largest conservation
programme in our history.
KEY ELEMENTS OF BRAND POSITIONING
BRINGING HISTORY TO LIFE
LIVELY AND
ACCESSIBLE
‘We put you
into history’
ENGAGING
‘We’ll do more
than tell you, we’ll
show you’
We Bring
History
to Life
INTERACTIVE
‘You can touch
as well as look’
HOMEPAGE
- LEGACY SITE
BRINGING HISTORY TO LIFE
“Not really my sort of thing”
“Informative but not inspiring”
“Difficult to navigate”
“It’s all ruins, isn’t it”
“Not really somewhere for
children”
PROPERTY PAGE
- LEGACY SITE
BRINGING HISTORY TO LIFE
“Not really my sort of thing”
“Informative but not inspiring”
“Difficult to navigate”
“It’s all ruins, isn’t it”
“Not really somewhere for
children”
OBJECTIVES
BRINGING HISTORY TO LIFE
• Communicate the brand positioning through
digital channels not just in what we say but in
how we say it
• Clearly differentiates English Heritage in a
competitive online marketplace
• Deliver a fully responsive brand concept
that is both creative and functional
• Provide a seamless experience across
platforms
• Deliver the visitor and join journeys in as
few clicks as possible
• Project confidence, value and relevance
• Promote not just the value of a transactions
but the cultural value of the new charity
• Be innovative and exciting in our digital
delivery
• Create page designs that encourage
engagement
• Drive traffic and conversions to meet
financial targets
• Surface deeper content
BRAND AWARENESS CHANGING PERCEPTION
IMPROVE ENGAGEMENTIMPROVED EXPERIENCE
PROCESS
BRINGING HISTORY TO LIFE
Situation Analysis
Internal Data
External Trends
Digital Ecosystem
Competitor Analysis
Literal
Lateral
Mood Boards & Workshops
Design Concepts
Qualitative Testing
BUILDING POSITIVE PERCEPTIONS
BRINGING HISTORY TO LIFE
Ideal brand perceptions the designs should evoke are:
Inspiring; Contemporary; Surprising / Unconventional; Child
Welcoming; Fun & Engaging.
Negative brand perceptions to evaluate are: Ordinary; Old-fashioned; Stuffy;
Child Averse; Boring and Uninteresting.
The core values it should be underpinned by are: Authenticity; Quality
The tone of voice is: Real, Confident, Approachable, Inspiring, Vivid
The role of the website is to entertain and create a sense of wonder
THE RESULTS: WEBSITE*
BRINGING HISTORY TO LIFE
IMPROVED EXPERIENCE
Unique ecommerce transactions on tablet & mobile
Increase in event tickets in peak season on mobile
Organic search traffic from mobile
60% 500% 201%
Clicks to conversion for Join journey
Click to conversion for Property Visit journey
18% 22%
IMPROVE ENGAGMENT
Longer spent on Stonehenge content pages
Longer spent on Family Days Out content pages
24% 21%
Longer spent on Property History pages
Reduction in bounce rateon History content pages
11% 12%
* First 6 Months
Videos published
YTD
86
Subscribers gained
YTD
4,196
Total views YTD
430,007
(850k + mins)
VIDEO CONTENT: YOUTUBE & BEYOND
BRINGING HISTORY TO LIFE
38%
Growth in our
Social audiences
>520,000
visits to our
website and blog
1s Jan - 31st August 2016
Our content
has been seen
83.6 million times
Top 10 Facebook videos viewed equivalent of >2½ years
THE RESULTS: SOCIAL AMPLIFICATION
BRINGING HISTORY TO LIFE
Tamsin Burwell
Head of Digital | Marketing
@EnglishHeritage
BRINGING HISTORY TO LIFE
Visit the CharityComms
website to view slides from
past events, see what events
we have coming up and to
check out what else we do:
www.charitycomms.org.uk