National Trust
direct mail, email, digital, press, online profiles
Christmas mini catalogue - direct mail
The brief
To create an engaging 16 page direct mail mini catalogue for the three key areas of the business - retail, holidays and food and beverage.
Two supporting emails were also required, the first to let customers know it's coming, the second to remind them to take advantage of the offers.
The solution
A mini catalogue with a story to tell, which created the theme that was liked and approved by all three stakeholders.
The supporting emails used selected elements of the DM for consistency of message and to build interest.
Spring & summer downloads - digital
The brief
Create an engagement piece to entertain children, and give their parents a reason to consider visiting or joining the National Trust.
The solution
A fun download for a younger audience.
Making the ongoing '50 things to do before you're 11 3/4' campaign hero, I pulled out seasonally suitable activities with links back to the website to find out more.
I also found some fun facts to include, for instance, did you know there's a world record stone skimming? (It's 88 bounces by the way.)
Discover Easter marketing phase - mixed media
The brief
Create guidelines for the regions to follow, and supporting elements for the latest phase in the 2017 marketing plan.
The solution
A suite of elements including in-house, regional and multi-language press adverts, with email sign offs, to encourage members to visit, while reassuring them of the difference their membership makes - helping the charity to care for special places.
New brand campaign launch - digital
The brief
The new National Trust brand campaign was about to launch, and the Trust needed stories to support the TV ad on their website, telling the stories of some of the people who star in the advert.
The solution
I had the pleasure of talking to some incredible people, interviewing them for their stories, and then writing them up to fit with the brand guidelines, tone of voice and copy length.
Legacy article for Senior Life News digital magazine - digital
The brief
A full editorial article with links back to the National Trust website, written as a third party commentary, encouraging the reader to consider leaving a legacy to the National Trust.
The solution
A well-received article that incorporated key facts, gathered during an interview of the on-the-ground staff member, Rob Joules.
If you like what you've seen, or are looking for something specific, please get in touch at michelle@powerofwords.media or call me on 07870 416455. I love words and am always happy to talk.