Manchester - Jo Pugh

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Manchester - Jo Pugh

  1. 1. Suburban Families in Manchester
  2. 2. Our research• Target group – suburban families in GM with at least one child under 16• Over 300 online responses• 4 focus groups – 2 x adults; 2 x children• Cost £10k by QA Research
  3. 3. What we learned about the audience• 1/5 members, ½ visited ‘urban’ property• High awareness of NT but low knowledge – only 1/3 know we are charity• Lukewarm – neutral on recommendation• Key benefit/awareness = accessible countryside• Still seen as ‘tweedy’ and rural – definitely not rural• We are family friendly but jury is out on ‘fun’
  4. 4. Recommendations• Good audience to go for – large number of potential members and supporters• Need better geographical coverage – touchpoints• Need to be more fun• Sell value of membership better (rainy Manchester!)• Appeal to the kids – they drive visits

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