English Heritage Member Communications

by Immediate Media Branded Content Client: English Heritage
The brief

English Heritage cares for over 400 of the nation’s best-loved historic places, from Stonehenge to Hadrian’s Wall. Since 2015, it’s been an independent charity, and membership revenues play a vital role in their funding. In 2016, we were invited to review English Heritage’s communications to members, including their quarterly magazine, events guide and online content.

The solution

We produce the English Heritage Members’ Magazine, which is delivered to members four times a year, along with an events guide and additional online content. Working to a very precise brand and strategy brief, we’ve refined the design and editorial approach, bringing in more reader-generated content, new writers and a warmer, more inclusive tone. We also create a a suite of video content that supports member retention and prompts further visits. And in January 2017, we launched a new children’s history magazine as part of the communications package for family members, designed to engage kids with the past in fun and interactive ways.

The results
  • Engagement with the English Heritage magazine is the no 1 driver of members’ decision to renew (2016 survey)
  • 83% of members read the magazine on a regular basis
  • Our re-launch of the kids’ magazine helped drive a 442% uplift in visits to the Members’ section of the English Heritage website (an increase of 53,885 visits) in the week following delivery.