The document discusses measurement approaches for the NT Cities programme at different levels - programme, area, and local projects. It recommends taking a scorecard approach at the programme level to track key metrics like awareness, penetration, and commercial performance. At the area level, it suggests conducting local surveys and mapping membership data to establish baselines. Local projects may do their own DIY measurement using a toolkit, with support from a consultant roster. The goal is to understand what works best for urban audiences and inform future urban strategies.

1. NT Cities Measurement
Martyn Price / Eleanor Underhill
NT Cities Sounding Board Sub Group
Measurement
13 June 2012

2. Context
Objectives of NTCities
Programme Level Measurement
Area Measurement
Project Measurement
Summary / Next Steps
2

3. 3

4. Context: What the group
identified
• NT Cities is more about areas and populations and less
about properties (with a few notable exceptions) than
we’re used to…
• Lots of our existing measures and mechanisms are about
our properties
• So a balance between using what we already measure
alongside some new methods.
• And a need to cut some of our existing data differently.
• Also a need to achieve a balance NT Cities programme-
wide measures, and local projects + pilots measures.
• Perhaps opportunity for NT Cities programme to support
pilot measurement of new local community relevance KPI
4

5. What to Measure
Programme
Workstreams
Area/City
Projects
5

6. And marginally less penetration in the Urban 15 areas…
Penetration (Claimed NT Activities undertaken in past 12 months)
All respondents interviewed : Urban 15 vs. Rest of the Country
NT Activities Taken Part In Over Past 12 Months – URBAN 15 vs. REST OF COUNTRY
80
55 Urban 15 Rest Of Country
60 52
40
16 18
20 10
8 7 6 4
3 2 3 3 3 2 3 2 3
0
Overall NT Made a charitable Gone on a Attended a Done volunteer Attended a Cycled on a Stayed in a Camped on
Penetration (Any donation to the National Trust National Trust work for the National Trust National Trust National Trust National Trust
activity/visits National Trust working holiday centre or National Trust event property holiday cottage property
undertaken in past association
12 months) meeting
VISITING-SPECIFIC
80
NT Places Visited in past 12 months – URBAN 15 vs. REST OF COUNTRY
60 49 51
39
40 35 32 34 32 32
28 28 29 29
25 23 25
20
20
0
ANY TYPE OF VISIT Walking on a National Trust National Trust National Trust National Trust National Trust shop National Trust
(House, Garden, National Trust countryside location coastal location House Garden café/restaurant
Coastal, Property
Countryside) Urban 15 Rest Of Country
Q. Please can you tell us when you last took part in any of the following National Trust activities? : - Past 12 months
Base: All interviewed 28/02/11 - 26/02/12: (5732); Urban 15 (2201); Rest of Country (3531)
6

7. Slightly subdued EFLAM scores amongst the Urban 15 compared to the Rest of the Country...
EFLAM
All respondents interviewed 28/02/11 - 26/02/12
78
Awareness 75
80
35
Knowledge 33
36
59 All respondents
Positivity 57 Urban 15
60 Rest of Country
44
Relevance 42
46
54
Penetration 52
55
0 20 40 60 80 100
%
Base: All interviewed 28/02/11 - 26/02/12: (5732); Urban 15 (2201); Rest of Country (3531);
For Knowledge: All asked about National Trust first: (4986); Urban 15 (1915); Rest of Country (3071)
7 7

8. Programme
Scorecard Approach Around Urban 15
AWARENESS: Thinking about organisations which look after and provide access to
our built heritage…which can you think of that provide access to…
coastlines/historical buildings and sites of interest/Countryside/Gardens/charitable
organisations you can think of…?
Programme KNOWLEDGE: And now, thinking specifically about the National Trust again, how
much do you feel you know about the National Trust? - % Know a lot/a reasonable
amount about NT
POSITIVITY: Please think about how close you feel to these brands; if you feel they
are close to you, put them close to you in the centre of the screen. If you feel that
are distant, put them far away.
PENETRATION: Thinking specifically about destinations for days out, which of
these organisations have you visited in the past 12 months/6 months/month?
RELEVANCE: And thinking about the sorts of people who support these types of
organisations, are they…”For People Like Me”?
NPS:
LOCAL RELEVANCE:
8

9. Programme
KPIs
Visitor Numbers
Membership Recruitment
Programme Membership Retention
Membership Penentration
VE Score
Commercial Performance
Aggregate to a programme level
All Data in house
Can be cut several ways
9

10. Areas
Areas of Focus:
London, Manchester, Birmingham, Bristol and South
Area/City
Wales
Local Survey – awareness, knowledge, penetration, local
community relevance etc. Annual measurement.
Mapping – Membership retention/recruitment/penetration.
Annual snapshots.
Local visitor numbers – aggregate by area.
2012/13 = base-lining.
10

11. NT Cities area measurement
PERCEPTIONS / AWARENESS / CLAIMED INTERACTIONS
INDICATIVE COSTS
Telephone 200 respondents 3 areas
10 minute phone survey Single dip
= c £16,000 +VAT
= c. £6,000 + VAT
Face to Face 200 respondents Multiple areas
On street/at venue survey Single dip
= possible cost
= c. £7,500 + VAT efficiencies
11

12. Projects
Local measurement, done locally
Projects
Toolkit approach – DIY.
Recommended approaches
Suggested indicative measures to track
Agency roster
VE & VCI upskilling – longer-term… But Consultancy
support required.
Set their own targets and measures.
NOT ALL PROJECTS WILL HAVE MEASUREMENT
All Outcomes to Victoria
12

13. Cross-Cutting Workstreams
To be defined.
i.e. how do we cluster affiliate/similar activities across
different cities. E.g. cross-city partnerships; Dyffryn
style partnerships; digital engagement; special
exhibitions.
Working with Victoria to share evaluation across
workstreams and places/cities
13

14. Where Insight can help
Programme
Insight
Involvement
Area / City
Projects
14

15. Consultancy Involvement
Insight
Programme
Involvement
Area / City
Consultancy
Involvement
Projects
Not All Projects will be measured
15

16. Summary
Programme - Area - Local Projects
What the measures will tell us:
• City by City how well things have worked
• How urban peoples attitudes have changed
• Better insights with urban audiences and what
works
• Should tell us what we should do next in urban
areas
16

17. Measure matched to Objectives
Awareness, Knowledge, Tracker, Tracker, Staff
Penetration, Positivity, Focus Focus Survey,
Relevance, NPS Groups Groups Volunteer
Survey
Recruitment, Visitor Visitor
Penetration, Numbers Numbers
Retention VE
17

18. Next Steps
Agreement of Measures – Today
Establish NT Cities Area of Measurement - Soon
Establish costs – Soon
Baseline – by 2013
Enhanced Guidance – by December 2012
Agreement on Local Relevance – Soon
Measure and Target 2013
18

19. END
19

20. Project Measurement
20

21. Awareness of the Trust is highest amongst the Rural Solitude and Professional Rewards Mosaic
groups; and lowest amongst Upper Floor Living
AWARENESS (Total Spontaneous Awareness of National Trust)
By Mosaic Groups
TOTAL 78
Active Retirement 85
Alpha Territory 87
Careers and Kids 77
Claimant Cultures 68
Elderly Needs 67
Ex-Council Community 77
Industrial Heritage 78
Liberal Opinions 81
New Home Makers 74
Professional Rewards 89
Rural Solitude 91
Small Town Diversity 82
Suburban Mindsets 79
Terraced Melting Pot 64
Upper Floor Living 61
0 20 40 60 80 100
%
Base: All interviewed 28/02/11 - 25/09/11 (3314);
Active Retirement (109); Alpha Territory (109); Careers & Kids (219); Claimant Cultures (125); Elderly Needs (71); Ex-Council Community (278);
Industrial Heritage (263); Liberal Opinions (212); New Home-Makers (181); Professional Rewards (281); Rural Solitude (106); Small Town Diversity
(292); Suburban Mindsets (530); Terraced Melting Pot (189)
21

22. Small Project Measurement
-Consider whether investment in measurement is worth it
-Potential to do local measurement yourself
- Requires
22

23. NTCities - Measures
Tell Stories that Champion
Recruiting Developing GOAL: To help
Growing our will engage Urban green people
and retaining urban
internal
audiences space and love special
members audiences learning
heritage places
in cities and
close to where
they live, by
championing
and promoting
urban heritage,
-Penetration
green space,
Brand Tracker nature and
- Membership -VE scores at
or Actual beauty.
Recruitment properties
- Car Park
either -Programme
Income? -Brand
Property or of Digital Take
-Catering Tracker
Residence up?
Income? (Enables you -??
- Membership - Volunteer
-Number of to enjoy the
Deletions by Recommendat VISION: That
Visitors to outdoors) everyone in
residence ion (Urban
Urban England,
(Who’s properties)?
Properties Wales and
member is it?) -?? Northern
and projects
Ireland will feel
like a member
of the National
Trust and, by
2020, five
million people
will be.
EFLAM Measures – Awareness, Knowledge, Positivity, Relevance

24. Urban area measurement (1)
PERCEPTIONS / AWARENESS / CLAIMED INTERACTIONS
• Limitations in NT brand tracker – online reach is
insufficient for area by area sampling (except perhaps for
sample in London).
• For local measurement more likely to require:
Telephone Expensive
Question limitations
Good reach
or
Expensive
Face to Face Less limited on questions
Good reach
24

25. Urban area measurement (3)
MEMBERSHIP / VISITS / VISITOR EXPERIENCE
• Our own internal data may be available to cut on an
area by area basis.
• We could use visitor survey data at urban
properties.
Membership recruitment; retention;
Visitor numbers for NT properties
Local visitors/postcode data
VE measures for existing NT properties [+ potential
measurement at new sites (£1k)]
25

26. Urban Sounding Board
What do we present at Urban Sounding Board in June?
26

27. NT Cities: Measurment

28. Recommended Approach
28

29. Programme Wide
Scorecard? Main measures. Linked to objectives.
Contextual measurement – Urban 15. Not targets.
29

30. Where is Urban?
30

31. The Urban 15 definition constitutes over one third of the total sample.
Sample Breakdown: Urban 15 vs. Rest Of The Country
All respondents interviewed 28/02/11 - 26/02/12
Urban 15
38%
Rest of the
Country
62%
Base: All interviewed 28/02/11 - 26/02/12: (5732)
31 31

34. Polesdon Lacey Case Study
Web based Questionnaire
150 respondents 45 mins drivetime from Polesdon Lacey
10-15 mins to complete
Agree own set of questions
Fairly quick turn around
Consumer Insight Agency Used
£1500 for one off
Issues:
Limited questions
May be difficult to recruit enough people
34