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
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