The National Trust promotes natural heritage through various means: 1. It was founded in 1895 due to concerns over industrialization and disappearing green spaces. Significant early protected places include Dinas Oleu in Wales and Alfriston Clergy House. 2. It now owns over 300 historic houses, gardens, and land across England, Wales, and Northern Ireland, with nearly 15 million annual visitors and 3.6 million members. 3. The Trust uses visitor marketing campaigns like "Time Well Spent" to attract more visitors and increase revenues, which are reinvested into preserving natural heritage sites. A 2009 campaign generated an estimated £7.5 million in additional income.

1. How the National
Trust promotes
natural heritage
Alex Youel
Head of Supporter Relations
13 October 2009

2. Our beginnings
Founded 1895
• concerns over industrialisation
• poor living conditions in towns
for workers
• disappearing green spaces
• no legal mechanism to protect
places securely

3. Our founders
Canon Hardwicke Rawnsley Octavia Hill Sir Robert Hunter

4. Significant early places
The 1st place The 1st house 1st mansion/estate after
1937 National Trust Act
Dinas Oleu 1895 Alfriston Clergy House 1896 Blickling Hall 1940
Coastline in Wales East Sussex Norfolk

5. Member Growth
4000
3500
3000
Thousands
2500
2000
1500
1000
500
0
1950 1960 1970 1980 1990 2000 2008/9
Source: Monthly Membership Report, February 2009 Data Analysis & Insight

6. Today’s position, after 114 years:
places and people
•320 houses, castles, gardens, industrial and
archaeological monuments
•250,000ha of countryside, including 1200 farms
•1200km (707miles) of coastline
•Nearly 15m visitors to pay-for entry places
•3.6m members (rising 2.5%pa, 87% renew)
1st coastline property
Barras Nose, Cornwall •55,000 volunteers
•5,000 staff (regular and seasonal) in 9 English
regions, plus Wales and Northern Ireland

7. Variety of National Trust places
Some of
the best
surfing
coast in
the UK
Brandelhow,
Lake District
Seaton
40 Delaval
villages which
– and we hope
pubs! to save

8. Today’s position, after 114 years:
financial resources
Appeals and gifts
Holiday cottages Total income 2009/10 £423m
Catering includes:
Membership
Rents
membership £122m
Investment Appeals and gifts* £48m
legacies £43m
Grants and
Contributions
Legacies Enterprises
…but always more than matched
by expenditure on our places!
This is the pattern of a typical year eg 2008/9
*includes an exceptional gift of three Historic House
Hotels, valued at £19m

9. Structure
Chairman Chairman
The Council Simon
(52) Jenkins
Chairman Deputy
Chairman
Board of Trustees
Sir Laurie
(12) Magnus
Dame
Director General Fiona
Reynolds
Senior Management Team
(9)

10. How we work
The Operational Line Supporting the Operational
Line
Operational Director Other SMT Directors
(member of SMT) (Marketing
Simon Murray Sue Wilkinson
Conservation, Finance, HR,
English Regional (9) and Business Improvement,
Directors for Wales and N External Affairs).
Ireland (2)
Assistant Directors, Operations Central and regional technical,
(18) advisory, support staff
General (44) and Property (including me).
Managers (c60)
Outsourced customer service
Property staff and volunteers centre (‘the membership
department’)

11. Internal communications and
sharing best practice
Intranet
“Trust You”
Team brief – monthly staff meetings
Business Improvement Department
Specialist conferences,
for example “visitor experience” or
gardeners

12. Marketing
1. Visitor Marketing
(to attract visitors to our places)
2. Member Marketing
(to recruit new members and retain them)
3. Social (lifestyle) Marketing
(to change people’s behaviour)

13. 1. Visitor marketing:
“Time well spent”

14. Time well spent

15. Time well spent

16. Time well spent

17. Time well spent

18. Visitor Marketing
Visitor Figures : August 2009-10
Year to Date
% Variance on % Variance on
2008-09 2009-10 budget
Budget Last Year
Paying 2,107,266 2,313,736 2,232,978 3.6% 9.8%
Member 7,030,397 8,350,374 7,295,877 14.5% 18.8%
Other 1,246,480 1,405,754 1,253,258 12.2% 12.8%
Total 10,384,143 12,069,864 10,782,113 11.9% 16.2%
Total spend in 2009/10 on visitor marketing campaign
was £2m. It generated an estimated additional
income of c£7.5m.

19. Visitor Marketing:
advertisement evaluation
80
Ever visited
73
Recognise advertising
46
Do not recognise advertising
Visited this year
36
69
Likelihood of
visiting NT (7-10)
48
0 20 40 60 80 100
%
10% more people who saw the advertising visited NT properties this year
compared with those who hadn’t.
Respondents were 21% more likely to visit NT properties if they had seen
one of the adverts than if they hadn’t.

20. 2. Membership Marketing

21. 3. Social (lifestyle) marketing
In 2009, we launched three lifestyle campaigns. Each
campaign is aimed at a different segment of our audience
These are designed to inform, involve and inspire
supporters to take personal action around a particular issue.
They are, in order of priority:
– Food Glorious Food (aimed primarily at ‘explorer families’)
– Wild Child (primarily ‘out and abouts’)
– Treasure Forever (‘curious minds’)

22. Over 160 National Trust places running more
than 750 events

23. Brand new campaign website-
www.foodgloriousfood.org.uk

24. Wild Child

25. Treasure Forever

26. brand refresh
Research-driven (“good thing, but not my thing…”)
Main visual changes
• Bolder use of oakleaf logo
• More colours
• New, unique typeface
Tone of voice – warm , authentic, approachable
What we stand for is….

27. Essential refreshment

28. A warm and authentic tone
of voice
Start with the reader
Write as you would speak
Be colourful
Inspire people to do more

29. Bringing it all together

30. Bringing it all together

31. Visitor Marketing Campaign
2009