The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

Digital Transformation whilst at theNational Trust

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

Howard ScottDigital Transformation, Brand & Marketing Strategist

@Howard_Scott

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

NATIONAL TRUST?

The

Founded in 1895We protect historic houses, gardens, mills, coastline, forests, woods, fens, beaches, farmland, moorland, islands, archaeological remains, nature reserves, villages and pubs. Then we open them up for ever, for everyone

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

NATIONAL TRUST?

The

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

MANTRA

As marketers we want people to do three things:- Notice our brands- Relate to our brands- Act on our messages

The

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

MANTRA

Get the right content to the right person, in the right location, at the right time.

The

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

CONTENT

Videos, webinars, tools, blog posts, how-to-guides, news, Q&As, images, photography, infographics, podcasts... Anything?Econsultancy B2B Trends Brief 2014

What Is

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

CONTENT IS

EVERYTHING

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

• At home• On Location• Doing stuff• Back at

home

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

D EA CB F

XW ZY

Customer’s Needs

Brand’s Needs

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

Introducing ourCONSUMER JOURNEY FRAMEWORK

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

£ $ €

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

CONTENT IS

EVERYTHING

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

EXPERIENCE IS

EVERYTHING

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

Rule #1

DIGITAL BY DEFAULT

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

Rule #2

INNOVATE DON’T ENHANCE

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

STILL NEEDED!

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

Rule #3

TOUCH EVERY BUSINESS PART

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

Rule #4

LIVE IN THE REAL WORLD

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

WHAT STARTED OFF AS DIGITAL MARKETING ENDED UP BEING TRULY TRANSFORMATIONAL

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

RESULTS

The

• More Agile• Improved customer

insight• More responsive• Clearer ‘truth’ of

customer needs• Better forecasting of

requirements• More pro-activityDAM Up To Eleven White Paper, Northplains, 2014

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

Thank you@howard_scott@headstream