Sharing the love of special places
The last few years have seen some very exciting changes here at the National Trust, and the Brand and Marketing team has been central to these. The big one, for me, is that we’re becoming a much more customer-facing organisation. We’ve worked extremely hard to put supporters at the heart of everything we do, and not just from a commercial and marketing perspective. We did this by going back to basics, by asking ourselves four key questions: what is our brand, what do we offer, who are our customers and what do they want from us? We then responded accordingly.
We’ve come a long way in a relatively short time. As a Brand and Marketing team, we’ve significantly developed our capabilities. We have a very capable senior team in place, and clear plans with clear objectives. We’re now a customer marketing-led organisation and we are on the journey from communicating with supporters, to building relationships with them. We’ve really broadened our audience too, and we’re constantly looking for new ways to engage and connect with supporters.
Relevance is an important word for everyone here. We’re working to make sure that, as an organisation, we are relevant to people’s lives in the 21st century. Look at our award-winning 50 things to do before you’re 11 ¾ campaign, which is helping children and their parents reconnect with nature and showing them the benefits that being active outdoors brings. Of course, there’s more to do. While we are now a much warmer, more relevant and engaging National Trust, we’re still on a journey. We’re investing in digital, campaign management and analytics – yes, we may be a charity, but we’re doing some really cutting edge work. We now understand the role of content in engaging and building relationships with people. We’re also investing £40 million in our systems to totally transform the relationship we have with people.
The future is enormously exciting. So if this has pricked your interest, head to www.ShareTheLove.org.uk to find out more about the role – and if it is the role for you, good luck in your application!
Clare Mullin is Director of Brand and Marketing