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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