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Brand monitoring. Stats that matter workshop.
 

Brand monitoring. Stats that matter workshop.

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Peter Curtis, insight director, National Trust

Peter Curtis, insight director, National Trust

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  • The National Trust was founded in 1895 by three Victorian philanthropists - Miss Octavia Hill, Sir Robert Hunter and Canon Hardwicke Rawnsley. <br /> Concerned about the impact of uncontrolled development and industrialisation, they set up the Trust to act as a guardian for the nation in the acquisition and protection of threatened coastline, countryside and buildings. <br /> &apos;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&apos; <br /> Octavia Hill <br /> Opportunity: <br /> Concerned about the impact of uncontrolled development and industrialisation, they set up the Trust to act as a guardian for the nation in the acquisition and protection of threatened coastline, countryside and buildings <br />
  • Feedback on the established EFLAM measures highlighted a concern that there was very little movement over time on these measures, and it is felt that a more focused message of “Special Places” across all NT campaigns, communications and initiatives will help to drive both emotional engagement with, and personal relevance to the brand. <br />
  • Eflam 8c <br />
  • 8c We want to see movement from one group to another – right to left <br /> Thus seeing higher levels of members, and lower levels of Persuadables <br /> (with Supporter levels dependent on the level of Members). <br /> Overall we would hope to see a higher % of the net of ‘Members and <br /> Supporters’ – which would mean more of the population were involved <br /> with the Trust <br />
  • Campaign Reach for “I Oak Leaf” is strongest amongst Members and Supporters – and our key campaign target audience of Explorer Families. <br /> It is important that we don’t lose sight of our other key days out segments of Out and About and Curious Minds as the campaign progresses – there is some evidence from the advertising evaluation research that communication from the campaign is softening slightly amongst these groups (not surprising, given the child/ family focus this year). <br />
  • It is important to consider awareness and participation within our key audiences in the National Sample. <br /> Our key activities tend to impact on Members most of all , and then Supporters. These two groups account for around 45% of the National Sample. <br />

Brand monitoring. Stats that matter workshop. Brand monitoring. Stats that matter workshop. Presentation Transcript

  • Charity Communications 23rd April 2014 Peter 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 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 focus Growing 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 Potential Supporters 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 initiatives Recognition 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 Mix All 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 ¾ Campaign 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 Insight National 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% StronglyUnfavourable SlightlyUnfavourable SlightlyFavourable StronglyFavourable 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