QEII National Trust
Recently, the team at QEII National trust reimagined their brand and enhanced their mission — to partner with landowners to protect special places on private land for the benefit of present and future generations.
QEII National trust are an independent charitable trust that partners with private landowners to protect natural and cultural heritage sites on their land with covenants. A covenant is an agreement between us and a landowner to protect land forever.
The landowner continues to own and manage the protected land, and the covenant and protection stay on the land, even when the property is sold to a new owner.
Their partnerships has created a growing network of over 44,00 protected areas throughout Aotearoa, ranging from small backyard patches to huge swathes of high country. These covenants protect more than 180,000 ha of private land and play a hugely critical role as a refuge for some of New Zealand’s rarest and most endangered biodiversity and ecosystems.
As the QEII National trust was going through a rebrand, their digital strategy needed to adjust as well. With different goals for the landowners and the public as a whole, it became clear that it was necessary to better illustrate the trust and what it offers.
The landowner side of the site needed to focus on how most open space covenants will exist in perpetuity. This ensures that the special features they protect will be there for future generations, despite changes in ownership or surrounding land use while the public side of the website needed to give clear information to potential visitors on how to get access the protected land.
Finally, the QEII National Trust website needed to educate the community on its overall mission – to inspire new protection and stewardship and to encourage New Zealanders to work with, support and protect private land. That mission is only possible through the generosity of donations, memberships and the landowners. With this in mind, we made the ability to donate and become a member as simple as possible for users of the site.
“NZ Digital have been great to work with in development of our new website. They took our ideas and made them a reality. Their support and onboarding of the new CMS system has been user friendly and very good. Our new website is clean, fresh and easy to use, we couldn’t be happier.”
Since launch, QEII National Trust’s new digital presence has created quite an impact. Both property owners and the general public have rallied behind their efforts and the new platform experience. The NZ Digital team was thrilled to play a role in this effort. The new website has achieved traction and has experienced robust traffic and engagement.
Increase in Time on Site
Increase in Pages Per Session
Reduction in Bounce Rate
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