National Trust to bolster digital marketing teams

National Trust is looking to bolster its digital marketing team by a third as digital and social media become a bigger part of its efforts to change perceptions of the organisation.

national trust

It hopes to add around 10 digital marketers, including social media specialists to its 30 strong in-house digital team.

The news comes as the organisation, which is also shortlisted for the 2012 Marketing Week Engage Awards for a previous digital campaign, launches its first social media-led marketing campaign.

It has launched a Facebook app that uses the social network’s Sponsored Stories platform within the Timeline to raise awareness of the broad range of venues it owns, such as pubs, beaches and Paul McCartney’s childhood home, as well as the historic estates it is best known for.

The Great British Day Out competition, developed in partnership with e3, invites Facebook users to create their perfect day out at one of National Trust’s venues around the UK and share it with their network of friends. The public is then asked to vote on the best ideas. A National Trust judging panel will then choose a winning idea from the 20 with the most votes and make it happen.

The activity is part of National Trust’s wider “Time Well spent” above the line marketing campaign, and sits alongside a ‘gamification’ initiative launched earlier this month to encourage children to “reconnect with nature” and change perceptions of the kinds of places it looks after. The “50 things to do before you’re 11 and three quarters” digital campaign uses avatars, games, videos, levels and digital badges to encourage kids to do outdoors activities like climbing trees. If they do all 50 things on the list they win a secret reward.

Tamasine Johnson, senior campaigns and social media manager at the National Trust, says the aim of the social media activity is to take advantage of the “shareability” that Facebook offers to broaden its reach beyond existing members or fans.

It also comes a year after the organisation restructured its brand marketing team and appointed Clare Mullin as its first brand and marketing director.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here