BRAND & DIGITAL

Brand

• The Vision• The Mission• The Values & Beliefs

Personality/Brand

What do we mean by brand?

(It is not about the logo!)

How people FEEL about you.What they SAY about you.

PERSONALITY & PERCEPTION

Ultimately – it is about TRUST

Short. Simple. Bold. Bright. Human.

http://www.parkinsons.org.uk/pdf/Strategy20102014.pdf

Our work may be niche – but our impact is broad and relevant

We have social, economic and environmental impact

We support communities across the UK

We meet unmet need

All communities would benefit from support in built environment, enterprise, employment, education, creativity

Some Inspirational Facts!

The National Trust has 50,000 active volunteers & 5 million members.

People care about British heritage.

Restoration& Britain’s Hidden Heritage together has more viewers than Eastenders.

People care about buildings being saved and restored.

Countryfile is the second most popular BBC programme (after Strictly)

People care about the British landscape

Some More Inspirational Facts!

Over 75% of people surveyed by The Guardian said they wanted to support a charity that helped people in the UK only

Over 80% wanted to support a charity making a difference on the ground (as opposed to campaigning or research

nonprofit)

Profile Raising & Brand Building

We can have widespread appeal

Need to be careful about language and key messages

SIMPLICITY

CONSISTENCY

Importance of Language

HLF/EH/Local authorities/Developers/Clarence House/Interest groups

But what about the public?

Targeting message for audience

Broadford Works contains the oldest iron-framed mill in Scotland and the fourth oldest in the world.

Broadford Works was once the home of Aberdeen’s booming textile industry, employing hundreds of local people. Now, the site sits derelict and vandalised – a stark reminder of

the region’s industrial decline.

We strengthen communities by rescuing and reusing historic buildings that are at risk of being lost forever. Placing British heritage at the heart of economic growth is not only

possible – it is the most sustainable approach to regeneration.

LOOK & FEEL

We need to create a ‘super graphic’ (e.g. design template)

LogoColour

TypographyPhotographyIllustrations

GraphicsQuotes

Digital

• Website• Multimedia• Social Media

Digital Presence

From ‘Managing Without Profit’, by Mike Hudson, Directory of Social Change, London 2009

Digital

Voluntary Management Committee / Board of Directors

Chair

Treasurer Secretary Other Members

User Generated Content

Term used for when online platforms are created by users themselves

Facebook. Twitter. Flickr. YouTube.

Everyone is doing it – from local museums to the Tate to Obama. Need to encourage people

to participate, send in images, memories, stories.

http://pinterest.com/nationaltrust/our-fave-pics-of-national-trust-places-taken-by-yo/

Digital Fundraising

Crowd Funding

Started with Kickstarter

http://www.kickstarter.com/projects/1627172835/an-oven-at-the-heart-of-anfield

Digital Fundraising

Space Hive – same idea especially for public space and civic projects

Stockwell

whitakerparkpicnicarea

aftertheriotshappinessintottenham

loopdeloop

Multimedia

• Does not have to cost huge amount• Do not go corporate• Work with local groups, schools and colleges• Pro bono• Personal and inclusive• Make it easy to share and interactive

• Examples – Middleport. Grimsby. Armagh.

Multimedia

http://www.guardian.co.uk/uk/

2013/jan/14/prince-charles-trust-stoke-potteryhttp://vimeo.com/

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