The past few days I have formulated a
strategy to increase awareness via social media and membership from the local
community. There are a significant number of people that are unaware of the
National Trust and the work they are responsible for. Using a variety of research methods I have
formulated a strategy that targets young families and youth to get involved
with the NTWA. Currently, the benefits of becoming a member are not significant
and in pressing economic times would not be a priority. However, in combination
with significant stakeholders the NTWA can optimize membership and increase
revenue.
All strategy developments where put to a stop
when my supervisor saw a rise in Facebook activity on a competitor’s profile
and declared something needed to be done. He encouraged me to review my set of
tactics and implement the most appropriate and effective solution. I was then
to present this to staff members of the NTWA to generate interest in the
department and encourage staff members to share the idea amongst their
networks. It was determined we would implement ‘hugging heritage’, an act of
appreciating heritage by encouraging stakeholders to hug heritage sites. The
NTWA would share the images amongst our social media users and encourage them
to share their own images.
Staff members reacted positively to the
idea and the wheels were set in motion. Straight after the presentation we
gathered a group of staff to hug the fig tree outside the Old Hill Observatory,
this was our first picture in the series.
It was wonderful to finally see one the
tactic set into motion. There is a significant difference between formulating
and implementing. It is incredibly daunting because whilst you have calculated
the desired effect, you never quite know exactly how people will react to the
idea.
