Client: The National Trust: Discover Possibilities Together

Background to the brief

The National Trust has 5,500 staff and 52,000 volunteers UK wide across 300 properties - a hard to reach audience both geographically and emotionally.  The corporate strategy was clear and focused, the challenge now was to shift employee mindsets and behaviours to help the business achieve its strategic objectives .

The inside insight

The values that the National Trust wants its employees to engage with and unite behind are the same values that the organisation and many of the treasures they care for were founded upon.

The solution

An internal brand identity was created which communicated a powerful theme and both included and challenged employees.  A bottom-up approach, using employee evangelist experiences to showcase best practice, creating content which was then pushed out through both existing and new channels.

A social media strategy was developed to encourage a culture of collaboration and innovation across the organisation. A specially developed hub online acted as the focal point for all activity where films of evangelists could be viewed, ideas shared and connections made with others. A special edition of the staff magazine launched the campaign.