2. Questions
• Are the stories we tell the right ones for
diverse urban audiences?
• How can we use programming more
effectively to appeal to urban audiences?
• How does this relate to the new brand
messaging?
3. The role of the National Trust is to grow the
nation’s love of all special places…
We do this best when a clear idea of what
makes an individual place special to
people underpins everything we do at that
place – from car park to iconic moment,
from staff recruitment criteria to marketing
materials, from community involvement
activities to conservation strategies and
beyond.
4. Are we listening to our
audiences?
The principles of great stories
are universal…
6. Beyond our current properties
• Acquisitions
• Partnerships
• But what are we bringing to the table?
7. Programming
• Coordinated
• Place-specific
• Specific audiences
• Maximise ROI
• Key area to articulate Spirit of Place
• Commercially unique in a crowded market
8.
9.
10.
11.
12. Norouz at Lyme Park
• http://www.youtube.com/watch?v=
XXULauFDvUA
