Conference 2012 - Communications workshop

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Presentation as part of the Communications workshop, day 3 of NAAONB conference 2012

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Conference 2012 - Communications workshop

  1. 1. Communications on a landscape scale Shane HarrisTourism & Communications Manager
  2. 2. • “People will protect nature because they want to, not because they have to.”– ‘branding biodiversity’, Futerra
  3. 3. Communications – why bother?• If people don’t know about our special animals and plants…• If people don’t value our special landscapes…• Will they care when they’re threatened?
  4. 4. Outline• Branding – on a shoestring• Newsletters – print vs electronic… a case study• Social media – conversations with new audiences• Crystal ball – challenges we face• Final words
  5. 5. Branding… history• Pre-2007 – confused identity – lack of consistency – levels of conflicting identity – Geopark/AONB status – = dog’s breakfast!• Jan 2007 launched Logo and Branding Guidelines – consistent approach adopted – family of communications – belonging
  6. 6. Branding… developing story• Changes in Geopark logos• End of landscape scale projects• ‘Landscapes for life’ branding guidelines – AONB Family push – Framework to work together – Need to support & integrate• Time for a refresh!
  7. 7. Branding… the refresh• The challenge: – implement ‘Landscapes for life’ brand guidelines – highlight Geopark status – retain a ‘local’ North Pennines feel – Consistent approach across all Partnership communications – print, posters, letterhead, website, email signatures… – very limited budget
  8. 8. Branding… the refresh• The solution: – Landscapes for life logo on front – retain ‘landscape rip’ – single ‘hero’ image – title/sub-title colour block – local area logo on back cover• Issues: – loss of local identity? – partial implementation? – team resistance
  9. 9. Branding… website• 2011/12 – opportunistic refresh – CMS change – full implementation of ‘Landscape for life’ brand guidelines
  10. 10. Branding… letterhead etc.• Branding refresh included: – Letterhead – Compliments slip – PowerPoint slides – Email signatures – Poster template• Consistent ‘look and feel’ across all communications
  11. 11. Branding… thoughts• Necessary evil… – consistent look and feel – unified identity – reinforces messages – Landscapes for life – ‘together we’re stronger’• Used local designer… – realistic costs (£1,290!) – lots of ‘hand holding’ – needed clear vision – time to develop: 6-8mths
  12. 12. Newsletters… case study• Two paper editions of North Pennines News a year• Design, print & distribution costs• c£5K per edition (26p each)• Advantages: – Reach 14,000 households – No opt-in – Profile/prominence• Disadvantages: – Cost – Carbon – Time consuming
  13. 13. Enewsletters• First done Jan 2011• £500 set up – thereafter £20 flat fee + 2p per email• Per year – 4 enewsletters (1,304) – 4 Sustainable Tourism Enews (513) – 2 Volunteer Ebulletins (292)• Costs per year £356.72• Advantages: – Cost savings – More immediate/adaptable – SEO – More engaged audience/subscribers• Disadvantages: – Reduced reach – More ephemeral
  14. 14. Enewsletters vs Printed newsletters• Transition from traditional to new media…• Print being gradually replaced by electronic• Currently - One edition of North Pennines News per year and a variety of enewsletters• Cost savings of c£4K per annum• Ultimately…
  15. 15. Social media… overview• “Content isn’t king, Conversation is King. Content is just something to talk about.” Source: HitRiddle• facebook – More than 901 million (1bn by end 2012, 14% of world population)• twitter – 555 million (10 million in UK)• Google+ – 170 million• Pinterest – 11.7 million• Linkedin – 150 million
  16. 16. Social media - twitter• Microblogging – tweet content – care required!• About what you are doing• Joined Aug 2010 – 2,060 ‘followers’ currently• Themed campaigns – Bike Week 2012 – 12K+ – Green Tourism Week 2012: • 39RTs, 19k/118K reach• Potential – Yorkshire Dales 8K, ANPA 15K, RSPB – 29K
  17. 17. Social media - facebook• Building loyalty/ informal conversations• Joined February 2011 – 320 ‘likes’ currently• Images/video clips popular• Potential: – Yorkshire Dales 3K, ANPA 2.5K, RSPB 23K
  18. 18. Social media – the future?• Here to stay!• Free but consumes time… – willingness to engage• Challenge is to integrate effort across platforms• Responding to new kids on the block? – Pinterest• Third of all traffic to www.greentraveller.co.uk arrives via their blog (500K unique vis per mth) – SEO – increasingly important?
  19. 19. The future… • Mobile technology – apps, mobile-friendly websites • Social media – conversation rather than broadcasting… • Reducing resource – time and money • Transition from traditional media to new media – When will print die?
  20. 20. The future Alongside this… • Ever more important to: – engage and win support – crowded market place • ‘We are family’ – must speak with one voice across the AONB Family – desirable to work with other Protected Landscape categories…
  21. 21. Final words• Communications must: – reflect our QUALITY landscapes – encourage people to VALUE them – and INSPIRE everyone to care about and take action… – … to CONSERVE and ENHANCE them

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