Charity Communications

23rd April 2014Peter Curtis

Insight Director

The brief

• Using measurement to strategically link communications activity to the overall organisational goals

• Brand tracker – Consumer Insight• PR Measurement - Metrica

Presentation flow

• Insight – our role• NT – Where it all started• Strategic priorities • Communications & Campaigns• Measurement• Segmentation & Audience Strategy• Key learning

The Insight behind the NT• Observation

• …..'The need of quiet, the need of air, the need of exercise, and the sight of sky and of things growing seem human needs common to all men‘. Octavia Hill

• Insight

• …“People want “An antidote to our busy lives.......”

• “open air sitting rooms”Octavia Hill, Founder, National Trust

Pre 2013 - NT National campaign - Time well spent Campaign

2011: “TIME TO…”

2012: LESS OF AN ORDER, MORE OF AN INVITATION

INTENDED TO BE TONALLY SOFTER

The primary objective of the campaign is to drive paying visitors to National Trust properties

The campaign also aims to break down barriers to visitation

2013 – A shift in focusGrowing the nation’s love of special places

Measuring our progress

TIER 2:

Focus Areas: WARMTH, RELEVANCE , VISIBILITY

TIER 2:

Focus Areas: WARMTH, RELEVANCE , VISIBILITY

The new measurement framework

TIER 3:

Campaign Measurement: WARMTH, RELEVANCE , VISIBILITY

TIER 3:

Campaign Measurement: WARMTH, RELEVANCE , VISIBILITY

TIER 1:

Long term brand health measures - awareness, knowledge, participation/penetration

TIER 1:

Long term brand health measures - awareness, knowledge, participation/penetration

Focussing and tracking the impact of marketing and communications.

A new Audience strategy too!

Base: All respondents 28/02/11 – 30/10/11 (3860)

11% 32% 11% 25% 21%

Members Supporters PotentialSupporters Persuadables Hard to Reach

OUR DESIRED DIRECTION OF TRAVEL

The combined effect Of Campaigns

9

Since AprilSept - NovemberMay - November

Property Specific

NT Campaign Evaluation

Evaluation

7

“Great British Walk”

“50 Things To Do”

“I Oak Leaf”

Campaign Awareness All Respondents interviewed April – November 2013

Looking at the impact of the 3 ‘campaigns’ CAVEAT: “I Oak Leaf” is measured via stimulus, whilst GBW and 50 Things are measured from a prompted list of initiativesRecognition from stimulus tends to elicit higher reach scores.

12

(Top 2 Boxes - 9-10)

BRAND WARMTH according to the messages they have seen

13

Brand Warmth – By Campaign MixAll interviewed April – November 2013

3 CAMPAIGNS

2 CAMPAIGNS

1 CAMPAIGN

BY AUDIENCE BY DAYS OUT SEGMENT

14

The National Campaign : “I Oak Leaf”Campaign Reach to date – By Audience (those who have claimed to have seen

advertising

50 Things To Do Before You Are 11 ¾Campaign Reach and participation to date

50 THINGS AWARENESS 50 THINGS PARTICIPATION

Q. Over the last 12 months, which of the following National Trust activities and initiatives have you read, seen or heard about?

Q. And which of these National Trust activities and initiatives, if any, have you taken part in or had experience of over the last 12 months?

Quarterly InsightNational Trust

September to November 2013

National Trust – September to November 2013

Key facts and insight 17

• 1,469 articles were analysed between September and November 2013.

• Unfavourable coverage accounted for 57 pieces, a decrease from 59 in the last quarter.

• The ITV series ‘Inside the National Trust’ was discussed in more than 30 pieces, 24 of which were strongly favourable in tone.

• ‘Restoration/Gardens/Built Properties/Collections’ was the most prolific sub-topic this quarter, featuring in 786 pieces.

• ‘Days Out’ and ‘Countryside properties’ generated 247 and 233 articles respectively.

• Message delivery increased, with at least one conveyed in 74% of all articles (66% in the previous quarter).

• Reach to all UK adults decreased to 78% (79% in the last quarter).

Key insight

National Trust – September to November 2013

2%

2%

59%

37% Strongly Unfavourable

Slightly Unfavourable

Slightly Favourable

Strongly Favourable

1,469

96%

37%

74%

78%

77.3

3,643,151,780

£22,270,161

Key facts and insight 18

Volume of articles

% favourable

% strongly favourable

% coverage delivering a message

Reach to all UK adults

Frequency of exposure

Opportunities to see (OTS)

Advertising value equivalent (AVE)

Key facts

Favourability

Key learning

• Create a ‘framework’• Planning before you commence measurement• Evaluation, evaluation, evaluation• Use multiple data sources, specific to the task• Good agency ‘partners’ are critical• Engagement takes time – be realistic

• Thank you