ASub-regional strategy for

Manchester &Liverpool

Urban audience strategy

On-property: to identify target audience for each property, e.g. could include:

• A visitor market• A local ‘stretch’ audience

Off- property urban projects, PR and communications:

• 1 target audience

1.Urban explorer families e.g.Suburban Mindsets & Careers and

Kids

Off-property audience options2. Cosmopolitane.g. Liberal Opinions

3. Stretche.g. Terraced Melting

Pot

This audience presents a good choice for potential members and supporters

This audience presents a good choice for changing perceptions of the Trust

This audience presents a good choice for reaching a large audience that are currently ‘hard to reach’

Decision: Urban Explorer FamiliesSuburban Mindsets, Careers & Kids

What do we know about this audience?

• Middle-income families (some living on a budget)• Largely suburban and urban fringe: eg. living in places like

Sale, Prestwich, Cheadle, Stockport, Bolton, Leigh, Altrincham

• Suburban Mindsets like a fairly traditional offer• Careers and Kids like ethical purchasing • They are busy & free time as a family is precious• We have varying levels of connection with them. Some

have a good fit with our existing offer, others need persuasion

We need further research on their attitudes to NT and what they want from us

Increasing the value of

membershipby

A sub-regional strategy for Manchester & Liverpool

Improving VE, bringing our

existing properties to life

& playing to strengths

New offers and partnerships

Projects include: •Flagship new visitor facilities planned at Dunham Massey •New visitor facilities at Speke Hall, part of a wider re-fresh of that property •Creating a new restaurant at Lyme Park - Perez’s Kitchen•The major Revolution and Revelation project at Quarry Bank•Tatton Park – a number of large-scale projects.•Bringing the garden to life at Hare Hill

TARGETS•Reaching the 5m urban population

•Increased membership

•More relevance

•Connecting to our local properties

•More diverse volunteer base

Crow Wood, Lyme

Extending our reach

byProjects include: •Volunteering plan•Grass-roots/Community engagement programme•Gawthorpe forward plan•Formby masterplanning and adaptation plan•Castlefield viaduct

A sub-regional strategy for Manchester & Liverpool

Working with new audiences

through new partnerships

New volunteering

TARGETS•Reaching the 5m urban population

•Increased membership

•More relevance

•Connecting to our local properties

•More diverse volunteer base

Influencing others to take

actionby

TARGETS•Reaching the 4m urban population

•Increased membership

•More relevance

•Strong collection of properties

•More diverse volunteer base

A sub-regional strategy for Manchester & Liverpool

Championing the cause

Projects include:

•Figure in the Landscape and PR Strategy•Market research including feasibility of commercial offer•Marketing and communications plan•Visual identity toolkit•Events and festival programme

Increasing the value of

membershipby

A sub-regional strategy for Manchester & Liverpool

Improving VE, bringing our

existing properties to life

& playing to strengths

New offers and partnerships

Extending our reach

by

Influencing others to take

actionby

Everyone feels like a member From social media & events to visual identity & Director’s profile

Working with new audiences

through new partnerships

Championing the cause

New volunteering

TARGETS•Reaching the 5m urban population

•Increased membership

•More relevance

•Connecting to our local properties

•More diverse volunteer base

A sub-regional strategy for Manchester & Liverpool

Everyone feels like a memberTARGETS•Reaching the 5m urban population

•Increased membership

•More relevance

•Connecting to our local properties

•More diverse volunteer base