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bird

No description
by

Rachel Wang

on 18 March 2014

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Transcript of bird

Should NWT brand be purely local or adopt WT national brand?
Position
6.7 years retention rate
Lack of personality
Membership number is flattened out
Problem
Problem
4
%
:
0.3
%
RSPB
NWT
penetration
rate
Local Power
Preserve
nature
for the future
Possibility
Local
National
Clear identity
More control
Authenticity
National Reach
Established system
Appeal
Nationally
Give NWT
a personality
Position
35,000
Members
80%
50%
Cley visitors
visitors
Non-members
Awareness
Interest
Action
Engagement
Experience
Value
Loyalty
Customer Journey
Possibility
Attract young people
Value of being a member
Awareness
Interest
Action
Engagement
Experience
Value
Loyalty
Change
the
Journey

Visitors x = Members
Conversion
Rate
Charity Priority
Young people (20-40) Segment
Event preferences
Weak internal communication
Problem
Position
Different offices in different locations
Possibility
Connect teams
Proposal
Volunteer exchange camps
Theme the 5 VCs
Re-design the customer journey
Backyard membership programme
Nest
Quest
Zest
Rest
Families + kids < 18
18 - 29
30-55
55+
£5
per month
£2
per month
£4
per month
£3
per month
Activities
Recruit
members
through
Universities
Corporates
Internal network
Brand Trustees
Position
9.31%
of domestic tourism
is wildlife
People travel more inside the UK than abroad
Possibility
Extra source of
Social
Knowledgeable
Inspiring
Active
Domestic holidays
47%
63%
Short-term
Middle-term
Long-term
Establish an Eco-tourism endorsed brand
Launch a fundraising campaign
Build an eco-hotel at Cley Marshes
Offer handcrafts, art, gardening & photography courses
Cycling and walking tracks
Youth volunteers as staff

Difficult to communicate
between teams in departments
Intranet is not
user-friendly
Personality
Brand purpose
Brand idea
Britain's
Backyard
The joy of
co-living
Full transcript