keeping your brand alive - english heritage | brand breakfast | 12 october 2016

BRINGING HISTORY TO LIFE

BRINGING

HISTORY

TO LIFE

THROUGH

DIGITALTamsin Burwell, Head of Digital

BECOMING A CHARITY


Origins

On 1st April 2015 the former English Heritage became two organisations, a

public body called Historic England and a new charity called the English

Heritage Trust.

The English Heritage Trust cares for over 400 historic buildings, monuments

and sites from world-famous prehistoric sites to a Cold War bunker.

Through these we bring the story of England to life for over 10 million people

each year.

The support of our members, visitors and donors is crucial in enabling us to

care for these places and their collections for the benefit of this and future

generations.

Since becoming a charity we have embarked on the largest conservation

programme in our history.

KEY ELEMENTS OF BRAND POSITIONING


LIVELY AND

ACCESSIBLE

‘We put you

into history’

ENGAGING

‘We’ll do more

than tell you, we’ll

show you’

We Bring

History

to Life

INTERACTIVE

‘You can touch

as well as look’

HOMEPAGE

- LEGACY SITE


“Not really my sort of thing”

“Informative but not inspiring”

“Difficult to navigate”

“It’s all ruins, isn’t it”

“Not really somewhere for

children”

PROPERTY PAGE

- LEGACY SITE


“Not really my sort of thing”

“Informative but not inspiring”

“Difficult to navigate”

“It’s all ruins, isn’t it”

“Not really somewhere for

children”

OBJECTIVES


• Communicate the brand positioning through

digital channels not just in what we say but in

how we say it

• Clearly differentiates English Heritage in a

competitive online marketplace

• Deliver a fully responsive brand concept

that is both creative and functional

• Provide a seamless experience across

platforms

• Deliver the visitor and join journeys in as

few clicks as possible

• Project confidence, value and relevance

• Promote not just the value of a transactions

but the cultural value of the new charity

• Be innovative and exciting in our digital

delivery

• Create page designs that encourage

engagement

• Drive traffic and conversions to meet

financial targets

• Surface deeper content

BRAND AWARENESS CHANGING PERCEPTION

IMPROVE ENGAGEMENTIMPROVED EXPERIENCE

PROCESS


Situation Analysis

Internal Data

External Trends

Digital Ecosystem

Competitor Analysis

Literal

Lateral

Mood Boards & Workshops

Design Concepts

Qualitative Testing

BUILDING POSITIVE PERCEPTIONS


Ideal brand perceptions the designs should evoke are:

Inspiring; Contemporary; Surprising / Unconventional; Child

Welcoming; Fun & Engaging.

Negative brand perceptions to evaluate are: Ordinary; Old-fashioned; Stuffy;

Child Averse; Boring and Uninteresting.

The core values it should be underpinned by are: Authenticity; Quality

The tone of voice is: Real, Confident, Approachable, Inspiring, Vivid

The role of the website is to entertain and create a sense of wonder

HOMEPAGE


PROPERTY PAGE


THE RESULTS: WEBSITE*


IMPROVED EXPERIENCE

Unique ecommerce transactions on tablet & mobile

Increase in event tickets in peak season on mobile

Organic search traffic from mobile

60% 500% 201%

Clicks to conversion for Join journey

Click to conversion for Property Visit journey

18% 22%

IMPROVE ENGAGMENT

Longer spent on Stonehenge content pages

Longer spent on Family Days Out content pages

24% 21%

Longer spent on Property History pages

Reduction in bounce rateon History content pages

11% 12%

* First 6 Months

WEB CONTENT


Videos published

YTD

86

Subscribers gained

YTD

4,196

Total views YTD

430,007

(850k + mins)

VIDEO CONTENT: YOUTUBE & BEYOND


SOCIAL

CONTENT


38%

Growth in our

Social audiences

>520,000

visits to our

website and blog

1s Jan - 31st August 2016

Our content

has been seen

83.6 million times

Top 10 Facebook videos viewed equivalent of >2½ years

THE RESULTS: SOCIAL AMPLIFICATION


Tamsin Burwell

Head of Digital | Marketing

[email protected]

@EnglishHeritage


Visit the CharityComms

website to view slides from

past events, see what events

we have coming up and to

check out what else we do:

www.charitycomms.org.uk

#brandfast

Brand Breakfast

12.10.16

Keeping your

brand alive

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keeping your brand alive - english heritage | brand breakfast | 12 october 2016

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