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NT Cities Measurement
Martyn Price / Eleanor UnderhillNT Cities Sounding Board Sub Group
Measurement
13 June 2012
2
Context
Objectives of NTCitiesProgramme Level MeasurementArea MeasurementProject MeasurementSummary / Next Steps
4
Context: What the group identified
• NT Cities is more about areas and populations and less about properties (with a few notable exceptions) than we’re used to…
• Lots of our existing measures and mechanisms are about our properties
• So a balance between using what we already measure alongside some new methods.
• And a need to cut some of our existing data differently.• Also a need to achieve a balance NT Cities programme-
wide measures, and local projects + pilots measures.• Perhaps opportunity for NT Cities programme to support
pilot measurement of new local community relevance KPI
6
Base: All interviewed 28/02/11 - 26/02/12: (5732); Urban 15 (2201); Rest of Country (3531)
49
20
35
2332 32
25 29
51
25
3928
34 32 28 29
0
20
40
60
80
ANY TYPE OF VISIT(House, Garden,
Coastal,Countryside)
Walking on aNational Trust
Property
National Trustcountryside location
National Trustcoastal location
National TrustHouse
National TrustGarden
National Trust shop National Trustcafé/restaurant
Urban 15 Rest Of Country
Penetration (Claimed NT Activities undertaken in past 12 months)All respondents interviewed : Urban 15 vs. Rest of the Country
52
16
3 3 38 7 3 4
55
18
2 3 210 6 2 3
0
20
40
60
80
Overall NTPenetration (Any
activity/visitsundertaken in past
12 months)
Made a charitabledonation to theNational Trust
Gone on aNational Trust
working holiday
Attended aNational Trust
centre orassociation
meeting
Done volunteerwork for the
National Trust
Attended aNational Trust
event
Cycled on aNational Trust
property
Stayed in aNational Trust
holiday cottage
Camped onNational Trust
property
Urban 15 Rest Of Country
NT Activities Taken Part In Over Past 12 Months – URBAN 15 vs. REST OF COUNTRY
NT Places Visited in past 12 months – URBAN 15 vs. REST OF COUNTRY
VISITING-SPECIFIC
Q. Please can you tell us when you last took part in any of the following National Trust activities? : - Past 12 months
And marginally less penetration in the Urban 15 areas…
7
78
35
59
44
54
75
33
57
42
52
80
36
60
46
55
0 20 40 60 80 100
Awareness
Knowledge
Positivity
Relevance
Penetration
%
All respondents
Urban 15
Rest of Country
Slightly subdued EFLAM scores amongst the Urban 15 compared to the Rest of the Country...
EFLAMAll respondents interviewed 28/02/11 - 26/02/12
Base: All interviewed 28/02/11 - 26/02/12: (5732); Urban 15 (2201); Rest of Country (3531);
For Knowledge: All asked about National Trust first: (4986); Urban 15 (1915); Rest of Country (3071) 7
8
Programme
Programme
Scorecard Approach Around Urban 15AWARENESS: Thinking about organisations which look after and provide access to our built heritage…which can you think of that provide access to…coastlines/historical buildings and sites of interest/Countryside/Gardens/charitable organisations you can think of…?KNOWLEDGE: And now, thinking specifically about the National Trust again, how much do you feel you know about the National Trust? - % Know a lot/a reasonable amount about NTPOSITIVITY: Please think about how close you feel to these brands; if you feel they are close to you, put them close to you in the centre of the screen. If you feel that are distant, put them far away.PENETRATION: Thinking specifically about destinations for days out, which of these organisations have you visited in the past 12 months/6 months/month?RELEVANCE: And thinking about the sorts of people who support these types of organisations, are they…”For People Like Me”?NPS:LOCAL RELEVANCE:
9
Programme
Programme
KPIsVisitor NumbersMembership RecruitmentMembership RetentionMembership PenentrationVE ScoreCommercial Performance
Aggregate to a programme levelAll Data in houseCan be cut several ways
10
Areas
Areas of Focus:London, Manchester, Birmingham, Bristol and South Wales
Local Survey – awareness, knowledge, penetration, local community relevance etc. Annual measurement.
Mapping – Membership retention/recruitment/penetration. Annual snapshots.
Local visitor numbers – aggregate by area.
2012/13 = base-lining.
Area/City
11
NT Cities area measurement
INDICATIVE COSTS
Telephone
Face to Face
PERCEPTIONS / AWARENESS / CLAIMED INTERACTIONS
200 respondents10 minute phone survey
= c. £6,000 + VAT
200 respondentsOn street/at venue survey
= c. £7,500 + VAT
3 areasSingle dip= c £16,000 +VAT
Multiple areasSingle dip= possible cost efficiencies
12
Projects
Local measurement, done locally
Toolkit approach – DIY.
Recommended approaches Suggested indicative measures to trackAgency roster
VE & VCI upskilling – longer-term… But Consultancy support required.
Set their own targets and measures.
NOT ALL PROJECTS WILL HAVE MEASUREMENT
All Outcomes to Victoria
Projects
13
Cross-Cutting Workstreams
To be defined.
i.e. how do we cluster affiliate/similar activities across different cities. E.g. cross-city partnerships; Dyffryn style partnerships; digital engagement; special exhibitions.
Working with Victoria to share evaluation across workstreams and places/cities
15
Consultancy Involvement
Programme
Area / City
Projects
InsightInvolvement
ConsultancyInvolvement
Not All Projects will be measured
16
Summary
Programme - Area - Local Projects
What the measures will tell us:
• City by City how well things have worked• How urban peoples attitudes have changed• Better insights with urban audiences and what
works• Should tell us what we should do next in urban
areas
17
Measure matched to Objectives
Visitor Numbers
VE
Visitor Numbers
Recruitment,Penetration,Retention
Staff Survey,Volunteer Survey
Tracker,Focus
Groups
Tracker,Focus
Groups
Awareness, Knowledge, Penetration, Positivity,
Relevance, NPS
18
Next Steps
Agreement of Measures – Today
Establish NT Cities Area of Measurement - Soon
Establish costs – Soon
Baseline – by 2013
Enhanced Guidance – by December 2012
Agreement on Local Relevance – Soon
Measure and Target 2013
21
78
85
87
77
68
67
77
78
81
74
89
91
82
79
64
61
0 20 40 60 80 100
TOTAL
Active Retirement
Alpha Territory
Careers and Kids
Claimant Cultures
Elderly Needs
Ex-Council Community
Industrial Heritage
Liberal Opinions
New Home Makers
Professional Rewards
Rural Solitude
Small Town Diversity
Suburban Mindsets
Terraced Melting Pot
Upper Floor Living
%
Base: All interviewed 28/02/11 - 25/09/11 (3314);
Active Retirement (109); Alpha Territory (109); Careers & Kids (219); Claimant Cultures (125); Elderly Needs (71); Ex-Council Community (278); Industrial Heritage (263); Liberal Opinions (212); New Home-Makers (181); Professional Rewards (281); Rural Solitude (106); Small Town Diversity (292); Suburban Mindsets (530); Terraced Melting Pot (189)
AWARENESS (Total Spontaneous Awareness of National Trust)By Mosaic Groups
Awareness of the Trust is highest amongst the Rural Solitude and Professional Rewards Mosaic groups; and lowest amongst Upper Floor Living
22
Small Project Measurement
-Consider whether investment in measurement is worth it-Potential to do local measurement yourself- Requires
Recruiting and retaining
members
Growing our audiences
Tell Stories that will engage
urban audiences
Champion Urban green space and heritage
Developing internal
learning
- Membership Recruitment either Property or Residence- Membership Deletions by residence (Who’s member is it?)
-Penetration Brand Tracker or Actual- Car Park Income?-Catering Income?-Number of Visitors to Urban Properties and projects
-VE scores at properties-Programme of Digital Take up?- Volunteer Recommendation (Urban properties)?-??
-Brand Tracker (Enables you to enjoy the outdoors)
-??
EFLAM Measures – Awareness, Knowledge, Positivity, Relevance
GOAL: To help people
love special places
in cities and close to where
they live, by championing
and promoting urban heritage, green space, nature and
beauty.
VISION: That everyone in
England, Wales and Northern
Ireland will feel like a member of the National Trust and, by
2020, five million people
will be.
NTCities - Measures
24
Urban area measurement (1)
• Limitations in NT brand tracker – online reach is insufficient for area by area sampling (except perhaps for sample in London).
• For local measurement more likely to require:
Telephone
or
Face to Face
ExpensiveQuestion limitationsGood reach
ExpensiveLess limited on questionsGood reach
PERCEPTIONS / AWARENESS / CLAIMED INTERACTIONS
25
Urban area measurement (3)
• Our own internal data may be available to cut on an area by area basis.
• We could use visitor survey data at urban properties.
Membership recruitment; retention;
Visitor numbers for NT properties
Local visitors/postcode data
VE measures for existing NT properties [+ potential measurement at new sites (£1k)]
MEMBERSHIP / VISITS / VISITOR EXPERIENCE
29
Programme Wide
Scorecard? Main measures. Linked to objectives.Contextual measurement – Urban 15. Not targets.
31
Rest of the Country
62%
Urban 1538%
The Urban 15 definition constitutes over one third of the total sample.
Sample Breakdown: Urban 15 vs. Rest Of The CountryAll respondents interviewed 28/02/11 - 26/02/12
Base: All interviewed 28/02/11 - 26/02/12: (5732) 31