National Trust Re-brand

NATIONAL TRUST RE-BRAND

OUR IDEAUsing apps, website, printed packs and videos to ENGAGE the audiences attention we will use memberships targeted at different types of people. This will include a CHECKLIST introducing people to the places they wouldnt have thought to go to. We will bring the brand to a YOUNGER AUDIENCE.

IS THERE A DISASSOCIATION BETWEEN YOUNG PEOPLE AND NATURE, AND HOW

TECHNOLOGY EFFECTS IT? Jordan

The tossing aside of age old childhood pastimes, such as tree climbing, in favor of staring at the illuminated screens of televisions and computers is making the protection of biodiversity more difficult.

The urbanization of many young people today has made them strangers to nature.

Our youths are behind their computers, their SMS, their videogames, watching TV, Djoghlaf said. They are living in a virtual world and we need to re-connect them with nature.

We are in desperate need of unplugging and leading our children by example, opening a dialogue and enjoying time with them out in the world so as to reverse the seemingly unfailing disinterest in nature.

Parsons, N. (2011) Children are dissociated from the natural world due to focus on internet, Xbox and TV. Natural Health News & Self-reliance, 1 (1) June, pp. 1.

Jordan

- Huge lack of connection to nature

- The fact that technology is preferable has a huge affect on their attitude to nature, it generates a lack of interest

- Young people live in a virtual world but we can use this as an advantage

- We can use the technology that they are exposed to daily to motivate them back into nature

- By combining nature and technology in a way so that they compliment each other, organisations like National Trust can reconnect with younger audiences

Jordan

KEY SELLING POINTSIndividual idea > The unique relationship with nature through the creative way we are attracting and inspiring travel within the UK i.e. creating lists and personas for the audience.

Inclusive > Targeting the new market audience by having various personas that relate to them and finding things that everyone will enjoy.

Interactive > Bringing nature to life, using technology i.e. apps alongside other platforms by making nature and history more engaging.

THE PERSONASFinding interests of 18-25s and locations of the national trust that compliment each other, we have separated different types of people into things people can relate to and enjoy.

the foodie the travellerthe history buff

the tree-huggerthe buff one

the all-the-aboveetc

the foodie the filmy

the travellerthe history buff

the tree-huggerthe active the all-the-above

COLOUR SCHEME

Taken from the original National Trust Brand Guidelines and chosen to suit each persona. The colour scheme will be used to categorise but also within all aspects of branding and promotion.

TYPEFACES

TYPEFACE USES

LOGO NAMEgreensmintoliveJadeshamrockkelly greenhunter greencitronparis greentealharlequin

nationalcrayontrust

nationaltrustyouth

nationaltrustees

#NTG#NTEEs

#NTGeneration

nationaltrust

greens

nationaltrust

generation

nationaltrustgeneration

nationaltrustgeneration

NTuk generation

NationalTrust

generationgeneration

heather

LOGO DESIGN

National Tru

st GE

NERAT

ION

National Tru

st GE

NERAT

ION

National Tru

st GE

NERAT

ION

National Tru

st GE

NERAT

ION

National Trust GENERATION

National Tru

st GE

NERAT

ION






rhiannon

DEVELOPMENT

rhiannon

FINAL LOGOS

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LOGOThe logo must be either white or black (must be readable) and only use the colours within the brand guidelines. The logo should not be skewed or reshaped.

X

X

HOW CAN THE CONNOTATIONS OF CERTAIN TERMINOLOGY IN ADVERTISING BE USED

EFFECTIVELY?

rhiannon

In advertising, the author/writers voice is understood to be that of the company, for the purpose of an ad is to convey the firms personality, not the copywriters. The words used, the imagistic and symbolic structure, the position, length, and flow of sentences, all are designed to structure style to the companys mystique. (pg5)

The choice of words, images, grammatical style and rhetorical structure offers a basis for inference about the firm, product and consumer. (pg5)

Stern, Barbara B.. (1988). How Does an Ad Mean? Language in Services Advertising.. Journal of Advertising. Vol. 17 (12), p3-14.

Positive aspects of specific words can be used to good advantage in selling. Lion brings up images of courage, strength, invincibility and leadership. The word color brings to mind newness, brightness, fun and artistic. On the other hand, there are many words and phrases which have a negative feel. Snake reminds us of danger, poison, slimy, and scary. A phrase like solves a problem connects our mind with past problems, the uncomfortable feeling of unsolved problems and having problems in the first place. (p372)

Vintean, Adriana. (2010). ASPECTS OF LANGUAGE AND MEANING AS USED IN ADVERTISING. Revista Academiei Fortelor Terestre. 15 (6), p370-375.

rhiannon

Certain words and phrases have CONNOTATIONS that are negative to many people, which could negatively IMPACT the success of your campaign; therefore these should be avoided.

However there are other words and phrases that can ENHANCE the effectiveness of your campaign by creating a POSITIVE image in the audience mind. As Adriana Vintean said words like colour have good connotations whereas words like snake do not.

The way LANGUAGE is used also creates an image for the company or brand and therefore it is very important to create a good impression, or use words that represent the idea you are trying to convey.

For our brief it is especially useful to use language that INSPIRES and INTERESTS the audience as we are trying to REJUVENATE the image of a company regularly associated with an older target, or is often seen as dated or boring by a younger demographic.

rhiannon

Using words that RELATE to interests. Make sure not to be patronising, FRIENDLY and WELCOMING feel to be created. Strong influence of HOBBIES, ADVENTURE, NATURE and MODERN.

The promotion of the CHECKLIST shouldnt be compared to a bucket list. Words should be positive and proactive.

TERMINOLOGY

The Campaign >

HOW DO MARKETERS SEE (AND WHAT TECHNIQUES

DO THEY USE TO ATTRACT) YOUNG PEOPLE?

heather

Newall (2001:25) argued that consumer relationships are hard to sustain given lifestage changes young people are progressing through

Brand owners must present a truthful and embracing approach which encourages real relationship marketing (De Cheneiecy 2000:42)

...they know when they are being sold too, picking out thats an ad, thats a cartoon - Media Strategist

(Nike example) Touching consumers as part of their lives, putting on events to come along to and meet people etc, being part of the brand - Researcher

Focus on brand not audience first - Planning Director

Contemporary communication plans...more interactive elements - this relies on the audience being motivated. temporal/ social and emotional barriers (Grant and Waite 2003)

Ian, C., Grant (2004) Communicating with young people, through the eyes of marketing practitioners. Journal of Marketing Management. [Online], 20 (5/6), pp. 591-606.

heather

Marketings influence towards younger generations reflects how good a company and its BRANDING IS. The attitude the generation has reflects the marketers opinions of them; SOPHISTICATED but CYNICAL in their decisions within advertising.

Being immersed and growing up in advertising, they become NUMB. Lots of marketers have lost the ability to understand the audience. Categorising young people based on attitude and LIFE STYLES, strong brands and companies are attractive.

Successful and recognised companies such as Nike have earned their RIGHT to shape attitudes. Companies should be concentrating on the quality of the BRAND rather than the advertising. Encouraging REAL RELATIONSHIPS, having credibility assurance and accessibility is more valuable.

The best techniques of advertising is being different. Using new technology and INTERACTIVITY; this relies on the audience being openly MOTIVATED themselves.

heather

INSPIRATION

illustrations bold colour making nature interesting

DOODLEShistory

buff

tree hugger

filmy

active

foodie

traveller

All

Posters >

POSTER DESIGNS

the tree huggeran adventure tailored to you

The athletic one

The filmyThe filmyhistory buff

The foodieThe athletic one

Jordan

FINAL POSTER

Jordan

Who are you?National

Tru

st GE

NERAT

ION

find and follow us!

www.nationaltrust.co.uk/generation

traveller?

e

w

n

s

Foody?

History-y?

An adventure

tailored to you

An adventure

filmy?

Sporty? tree-hugger?

An adventure

tailored to you

filmy?

Sporty?

Foody?

History-y?traveller?

e

w

n

s

tree-hugger?

An adventure

tailored to you

filmy?

Sporty?

Foody?


e

w

n

s

tree-hugger?

Visit your favourite movie set

an adventure tailored to you

Head in the history books? Head out to the real thing!

Sick of the gym? Workout in the fresh air

Student Budget? grow your own grub!

Why leave the country when theres something round the corner?

Love the tree. Hug the tree. Be the tree.

e

w

n

s

find and follow us!


TAG LINESan adventure TAILORED to youtheres always something ROUND THE CORNERTRUST US, theres something for everyonewhat interests you, our NATIONAL TRUST GENERATIONthe NEXT national trust generationwho are you?


Tru

st GE

NERAT

ION

find and follow us!


traveller?

e

w

n

s

Foody?

History-y?

An adventure

tailored to you

An adventure

filmy?


An adventure

tailored to you

filmy?

Sporty?

Foody?


e

w

n

s

tree-hugger?

An adventure

tailored to you

filmy?

Sporty?

Foody?


e

w

n

s

tree-hugger?








e

w

n

s

find and follow us!


POSTER DEVELOPMENT

Jordan

FINAL TAGLINE POSTER

Jordan


Tru

st GE

NERAT

ION

find and follow us!


traveller?

e

w

n

s

Foody?

History-y?

An adventure

tailored to you

An adventure

filmy?


An adventure

tailored to you

filmy?

Sporty?

Foody?


e

w

n

s

tree-hugger?

An adventure

tailored to you

filmy?

Sporty?

Foody?


e

w

n

s

tree-hugger?








e

w

n

s

find and follow us!


LAYOUT

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Consistently centering the logo where possible, the correct spacing around it helps in giving a page room to breathe.

Web page >

WEB PAGE DESIGNS

>

heather

IMAGERYImagery should be associated with: Views, Interesting Textures, Young People, Personas related imagery. Images must be high quality and be the size should suit the context and platform/medium it is on.

HOMEPAGE DEVELOPMENT

heather

>

PERSONA PAGE

heather

search ...............

location no 1location no 2location no 3location no 4

manchester, Boat BaY

whats round the corner?

TEST CODE

heather

TEST WELCOME PAGE

heather

WEB PAGEpage title

photo

Repeated block scrolling including imagery and inforation. The design uses a clean but modern look which compliments the fonts and colour scheme used. The doodles are used subtley.

location of image

VIDEO

All

Project Plan >

TRELLO

https://trello.com/b/nrBTeQ4m/national-trust

PINTEREST

https://www.pinterest.com/hjpaxton/national-trust-tings/

TO COME...expand personas to be more inclusive ie animal loverDay outvideos > Jordanfull webpage > Heatherapp > Rhiannonmembership packs > All

THANK YOUAny questions?

Documents

National Trust Re-brand