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

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?

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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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References