Assignment

One The National Trust

Demi OShea 11000230

Marketing Communications Development Assignment 1 -

The National Trust
Task: The ability to draw up marketing communications
objectives that support the National Trusts corporate
objectives.

The National Trusts Corporate Objectives
Encourage everyone to visit the sites.
Maintain the sites and sufficiently train staff to do so.
Contribute to the sustainability of the environment.
Contribute to the sustainability of the organisation financially.
Reduce risk, restriction and do not touch attitude.
Increase accessibility, for transport and pathways.
Extend opening hours to suit everyones schedule and allow for other
views of sites, e.g. Night-time experiences.
Create more activities to appeal to a younger audience.
Encourage and support surrounding communities of sites.
Increase online accessibility, e.g. Transform website.
Increase job availability and encourage management input in the
transformational process of sites.
Improve localised relationships.
Maintain independence from government.
Increase marketing and explore online communications.
Ultimately increase revenue, from visits and memberships.

Marketing Communication Objectives

Cognitive:
Increase knowledge, create awareness, be measurable and identify target
audience.
Desired learning outcomes related to the acquisition and use of
knowledge.

Effective:
Effects the way you think
Desired learning outcomes related to beliefs, attitudes and values

Conative:
Changing behaviour (needs to ensure action)
What you do and how you behave

Assignment One The National Trust

Demi OShea 11000230


The National Trust aims to increase membership by 25% to five million by 2020.
To do this, it is adopting a strategy of Going Local.

Cognitive Objective:
Enhance its position as an employer with young people
Problem:
Recent research has shown that, even when aware of the Trusts work, few
young people considered it as a possible organisation to work for focusing on a
promotional strategy that applies to promoting National Trust jobs of all
types.
Method:
The Trust is using digital media and social networking sites such as Facebook to
highlight the huge variety of roles it offers. These channels enable the Trust to
present practical and personal insight into different job roles...
Outcome:
Each recruitment campaign by the Trust used to take about 53 days and cost
around 2,400 per person hired. By using social media, costs have now be
reduced to about 800 per person hired and the time taken to recruit is down to
42 days.
Example:

Assignment One The National Trust

Demi OShea 11000230

Affective Objective:

Modern marketing techniques to excite a younger audience

Problem:
Newspapers this type of advertising is useful for promoting a product or
service to large audience, but will reach interested and non-interested
consumers alike. In addition, these forms of advertising are generally very
expensive. It is also more difficult to measure the level of effectiveness of the
message.
Method:
The National Trusts advertising is turning to new technology in order to reach
younger potential members. Its use of augmented reality featuring the
characters Wallace and Gromit is a groundbreaking example of how the National
Trust is reaching new audiences in surprising ways. Augmented reality allows
mini animations of the characters to hide in the Trusts newspapers adverts,
which readers unlock with their smartphones and tablets.
Drawing on smartphone technology, the National Trust has launched an iPhone
app so that users can always have its handbook in their pocket. This provides not
only listings and descriptions of all Trust gardens and properties in England,
Wales and Northern Ireland, but also the ability to browse events and set
favourites
Outcome:
To help achieve clear brand awareness through its campaigns
Example:

Assignment One The National Trust

Demi OShea 11000230

Conative Objective:

50 Things to do before youre 11 3/4 , on the Trusts website aims to promote

the excitement of being outdoors to young people.
Problem:
Help change image of the firm An organisation that older people join
Its mission is to grow the nations love of special places For ever, for everyone
Method:
This campaign encourages the target audience of children aged 8-12 to take
part in activities as wide-ranging as canoeing and abseiling or just climbing trees.
They can collect stickers and digital badges for activities completed. The 50
Things micro-website uses avatars, games and videos to stimulate the childrens
interest. To generate a longer-term response to this campaign, the Trust is
asking its communities to make suggestions about other activities that should be
included in the list. This effectively crowd sources ideas for next years
campaign so that activities will reflect members needs.

Example:

Assignment One The National Trust

Demi OShea 11000230

Script

The National Trust has many corporate objectives it wishes to explore as it is
trying to transform its brand into the modern era. A few to mention are:
Encourage everyone to visit the sites.
Maintain the sites and sufficiently train staff to do so.
Contribute to the sustainability of the environment.
Contribute to the sustainability of the organisation financially.
Reduce risk, restriction and do not touch attitude.
Increase accessibility, for transport and pathways.
Extend opening hours to suit everyones schedule and allow for other
views of sites, e.g. Night-time experiences.
Create more activities to appeal to a younger audience.
Encourage and support surrounding communities of sites.
Increase online accessibility, e.g. Transform website.
Increase job availability and encourage management input in the
transformational process of sites.
Improve localised relationships.
Maintain independence from government.
Increase marketing and explore online communications.
Ultimately increase revenue, from visits and memberships.

The National Trust has three key marketing communication objectives, cognitive,
conative and effective in order to
The National Trust aims to increase membership by 25% to five million by 2020.
To do this, it is adopting a strategy of Going Local.

The Cognitive objective needs the ability to build awareness and knowledge,
which can be measured and aimed at a specific target audience.

The National Trust aims to Enhance its position as an employer with young
people
In order to achieve this, the national trust is using Facebook to stimulate its
target audiences knowledge and awareness of the brand and the possibilities for
employment.
Recent research has shown that, even when aware of the Trusts work, few
young people considered it as a possible organisation to work for focusing on a
promotional strategy that applies to promoting National Trust jobs of all
types.
The Trust is using digital media and social networking sites such as Facebook to
highlight the huge variety of roles it offers. These channels enable the Trust to
present practical and personal insight into different job roles...
This method of interactive marketing using social networks, not only informs the
target audience of employment but they will also have a feature on their
timeline of any updates made on the national trust Facebook page, this also

Assignment One The National Trust

Demi OShea 11000230

enhancing the knowledge and brand awareness of the activities, updates, new
campaigns that are taking place at the national trust.
Finally, Each recruitment campaign by the Trust used to take about 53 days and
cost around 2,400 per person hired. By using social media, costs have now be
reduced to about 800 per person hired and the time taken to recruit is down to
42 days.

Not only is it cost effective for the national trust but also measurable via the
amount of likes and subscriptions to the Facebook page, something that
traditional above the line marketing cannot do, so effortlessly or cost effectively.

The affective objective needs to affect the way consumers or non-consumers
think.

The national trust aims to Modern marketing techniques to excite a younger
audience

The national trust teamed up with MBA to create an above the line
advertisement to feature in newspapers.
This type of advertising is useful for promoting a product or service to large
audience, but will reach interested and non-interested consumers alike. In
addition, these forms of advertising are generally very expensive. It is also more
difficult to measure the level of effectiveness of the message.

However, as reported by Campaign live, the National trust also in listed Aurama,
an interactive company which uses the marketing technique of augmented
reality.
This meant a regular newspaper advert could be transformed via smartphone
technology. The Wallace and Gromit advert transformed from the advert shown,
to the behind the scenes video of making the Wallace and Gromit TV advert and
the actual Wallace and Gromit TV advert.

However, the national trust did not stop there

They also
Drawing on smartphone technology, the National Trust has launched an iPhone
app so that users can always have its handbook in their pocket. This provides not
only listings and descriptions of all Trust gardens and properties in England,
Wales and Northern Ireland, but also the ability to browse events and set
favourites

The uses of these new marketing strategies are key to the effective objective, as
young audiences are using their phones to communicate and connect on a near
24-hour basis. Being able to interact with the brand will affect the way
consumers think about the brand as they will be seeing the transformation of the
brand in their hands, from traditional newspaper advertising to the brand using
augmented reality and apps for iPhone and android phones.

Assignment One The National Trust

Demi OShea 11000230

Finally, this is also measurable by the amount of apps downloaded, although the
ages of this audience will not be realised. But will create changed outlook of the
national trust brand, getting down with the kids.
The conative objective needs to change behaviour in a form of action.

The national trust aims to launch a 50 Things to do before youre 11 3/4
[campaign], on the Trusts website aims to promote the excitement of being
outdoors to young people.

The trust wants to
Its mission is to grow the nations love of special places For ever, for everyone

This campaign encourages the target audience of children aged 8-12 to take
part in activities as wide-ranging as canoeing and abseiling or just climbing trees.
They can collect stickers and digital badges for activities completed. The 50
Things micro-website uses avatars, games and videos to stimulate the childrens
interest. To generate a longer-term response to this campaign, the Trust is
asking its communities to make suggestions about other activities that should be
included in the list. This effectively crowd sources ideas for next years
campaign so that activities will reflect members needs.

The national trust are targeting the 8-12 audience in order to catch them when
theyre young, this will change the perception of the view brand from a young
age, instilling it in them. The online website allows for the national trust to
collect data on the families, encouraging with rewards that do not cost the
national trust, e.g. dress the bee online.

The campaign encourages the involvement of the audience and families to visit
the national trust sites, encouraging a healthy active lifestyle, targeted toward
the mums and a fun, present filled adventure for the children, whilst the national
trust gets revenue and brand awareness.

This campaign should prolong the view of the national trust amongst the
youngsters, in turn changing the perception of the brand for years to come.

Assignment One The National Trust

Demi OShea 11000230

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].
Chapman, M. (Monday 28th May 2012) National Trust launches Wallace and
Gromit ads. Campaign Live. [Online] Available from:
http://www.campaignlive.co.uk/news/1134023/ [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].
MBA (no date) AR. 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].
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].
The Times 100 Business Case Studies (no date) National Trust. [Online]
Available from: http://businesscasestudies.co.uk/national-
trust/#axzz2NQN100mg [Accessed 17th March 2013].