Since 1931 the National Trust for Scotland has looked after the things that make Scotland special, from coastlines to castles, art to architecture and wildlife to wilderness, conserving and protecting them for future generations. Today it has over 300,000 members united in their love of Scotland.
Think work with the team at the Trust to create its award-winning member magazine which is mailed to 200,000 households throughout Scotland and further afield. We also create video and online content including the Love Scotland podcast hosted by Jackie Bird.
Content is planned from an omni-channel perspective thinking about the messages that we want to communicate first and then choosing the correct channel, or channels, to deliver that message in the right way to the right audience.
Content channels work together to deepen member engagement and build retention, and create material to engage prospective members at the start of their customer journey.
“Until this year we viewed our member magazine as being a way to inspire our physical places. In 2020, when our castles, gardens and parks were closed, or access was limited, the magazine became the experience, packed with ideas for how to interact with the heritage that was on hold in a physical sense. The success of the heritage in the home content offering shows that content is not just a means to an end – it can be the end in itself.”
Mark Bishop, Director of Customer & Cause