marketing connecticut's state park rail trails
DESCRIPTION
Overview of a marketing plan for Connecticut's four State Park Rail Trails, focusing on branding, mapping, signage, public safety, a single web portal for trail information, collaboration and a range of marketing tools.TRANSCRIPT
Marketing Connecticut’s State Park Rail Trails March 31, 2014
Carolyn Hughes
© 2014
Overview of Today’s Presentation
Marketing State Park Rail Trails
© Intent Design Group 2014
Marketing Plan • Findings • Recommendations Screen Airline Trail Videos • Promotional • Trail Highlights • Plan Your Visit
Airline Trail North, Thompson
State Park Rail Trails Strengths
� Tremendous resource-all ages � Attract people from all over the world
Weaknesses � Lack of visibility � Lack of info, signs
Opportunities � Parking � Amenities � Linkages
Threats
� Illegal uses � Insufficient funds for maintenance
Pre-planning Assessment
Information kiosk/picnic area/trailhead Airline Trail North, Pomfret
Current Conditions
© Intent Design Group 2014
On the trails Ø Underutilized Ø New users confused
Ø where are trails? Ø how to access them? Ø Where does trail continue at road crossings? Ø where am I on the trail right now? Ø where to park?
Current Conditions
Where the heck is the trail? Road Crossing, Larkin State Park Trail
Pre-Planning Assessment
© Intent Design Group 2014
On the trails
� Insufficient signage � Inconsistent signage � Trailheads hard to see from
road � Limited parking at all road
crossings; adding parking can increase access to trail
� Gaps; lacking info on how to reconnect
� Safety � ECG standards � Confusion about ownership/
management of trails
Colchester Spur, Hebron
© Intent Design Group 2014
Current Conditions
Pre-Planning Assessment
Target Markets Airline Trail: Official Rail to Trail designation means this has a national and potentially global market Larkin Trail: Primarily in-state; also NY-CT-Mass for weekend getaways Moosup: Part of National Heritage Corridor means this has a multi-state and regional market Hop River: in-state; pending links with Airline Trail will make it of broader interest
Geographic Market*
*Will help determine how broadly to advertise and appropriate tools to use
© Intent Design Group 2014
Marketing Plan
Airline South, Lebanon
Audience State Residents/Visitors from Out of State Residents who live near trails—daily or weekly use year round. Can include teens and adults of varying fitness levels and activity types including those interested in handicap accessible outdoor recreation opportunities, and families with children
State residents in general/Visitors from Out of State—as a destination for weekend or vacation use; may use only a short section of a trail at a time for day use. Whole-Trail Users: People interested in using the trail as the main route for their itinerary to knit together a rich experience taking advantage of historical and natural resources and cultural opportunities along the route. Day, weekend or longer excursions possible.
Developing the Marketing Plan
© Intent Design Group 2014
Marketing Plan
Customer/Consumer Needs All users 1. Safe, clean, well maintained trails 2. Adequate, identifiable parking with signage 3. Information Kiosks, including trail map, who to
call if there is a problem, information on nearest aid stations for help and other support services.
Desirable Amenities (Phase 1) 1. Sanitary facilities, especially in areas that are
far from services 2. Benches at regular intervals to rest upon
Audience Needs
© Intent Design Group 2014
Marketing Plan
Customer/Consumer Needs
The user experience begins at home � Quickly locate trip planning information before leaving home � Easily find and identify the state park facility when they arrive at their destination
Both are currently weak points
for the State Park Rail Trails.
These fundamentals should be addressed before
broader marketing activities are rolled out. © Intent Design Group 2014
Audience Needs
Developing the Marketing Plan
Uses/Activities
© Intent Design Group 2014
Horse back riding Bicycling Walking Running Cross country skiing Snowshoeing Moms with strollers Handicapped users Dog Walkers Dog-sledding Naturalists
What can people do here?
Marketing Plan
Develop Marketing Messages Targeted to specific audiences
Different audiences require different messages depending on: Ø Age Ø Physical fitness levels Ø Family versus individuals Ø Type of activity Ø Length and type of trip they are interested in Ø How much time they have to spend
Message
© Intent Design Group 2014
Marketing Plan
Vision Statement � Off-road, non-motorized recreation � Visitors from all over the world � Multiple uses � Year round � Safety � Link with other local, regional and
interstate trail networks � Quality of life � Alternative transportation
What do we want the State Park Rail Trails to be when they grow up?
© Intent Design Group 2014
Marketing Plan
Brand Statement
Network of multi-use trails for non-motorized recreational activities that link together diverse communities, providing endless opportunities for year-round use, whether it is a half hour walk or an intense training run, a half-day bike ride, or a leisurely weekend- or week-long tour from end to end with plenty of stops along the way to savor all that the state has to offer.
Who am I anyway?
© Intent Design Group 2014
Marketing Plan
Brand Statement Sub-brand for each individual state park rail trail highlighting its unique assets and characteristics? Airline Trail: Diverse Wetlands Archeological Preserve Moosup Valley: Geology Hop River: History of the railroad still visible
Wait, who am I again?
© Intent Design Group 2014
Marketing Plan
Lyman Viaduct, Air Line Trail, Colchester
Tagline
Let Connecticut’s State Park Rail Trails take you places!
Short and sweet, catchy and enticing
© Intent Design Group 2014
Also use for individual trails: Let the Airline State Park Trail take you places!
Marketing Plan
State Park Rail Trails Goal Increase awareness and use of State Park Rail Trails; deliver high quality user experience. Objectives � Inform citizens how to find and safely use State
Park Rail Trails. [focus of today’s presentation] � Protect the environment in which state park rail
trails are located � Inspire outdoor activity � Increase support for and encourage
stewardship of state park rail trails
Goals and Objectives
© Intent Design Group 2014
Marketing Plan
State Park Rail Trails Objective 1: Inform citizens how to find and safely use State Park Rail Trails. Strategies � Branding
� Mapping � Signage � Web Portal � Safety
Objectives and Strategies
ALL written and visual design elements; colors, fonts, materials, etc….
© Intent Design Group 2014
Marketing Plan
Branding � Clear, consistent use of branding materials
� Brand statement � Marketing messages
A Brand is a Promise
Marketing Plan
A CONNECTICUT STATE PARK
This logo will establish the look and feel for all State Park Rail Trail marketing materials.
© Intent Design Group 2014
Branding � Logos
� Maps
� Brochures � Other marketing materials
� Signage (locational, directional, safety, interpretive/educational) � Information kiosks
� Benches, exercise stations, parking and sanitary facilities, bike racks, etc… � Messaging used in advertising and public relations
A Brand is a Promise
Marketing Plan
A CONNECTICUT STATE PARK
© Intent Design Group 2014
Branding Clarify the relationship of the State Park Rail Trails to other trails/routes:
� East Coast Greenway � CT Greenway � National Rail Trail � Other: E.g. Town Trails, like the Town
of Vernon Rails-to-Trails System, Veterans Greenway, New England Trail
�
A Brand is a Promise
Marketing Plan
© Intent Design Group 2014
Branding Clarify Brand hierarchy
Marketing Plan
© Intent Design Group 2014
A CONNECTICUT STATE PARK
Branding Written Brand Standards
� All DEEP parks/communications staff � Partners Brand Implementation � DEEP projects � Condition of grant awards for partners under Rec. Trails Program
A Brand is a Promise
Marketing Plan
© Intent Design Group 2014
Junction, Airline South and Colchester Spur Trails
Maps Ø Printed Ø On information kiosks at trail-heads Ø Electronic/online Ø APPs for trip planning; send to mobile devices Ø Interactive kiosks
Ø QR codes to access info from trail
Map/Kiosk, Airline Trail South
Strategies
© Intent Design Group 2014
Marketing Plan
Signage Directing People from Roads to Trails � Highways and Major State Roads to Trailheads � Town and Private Roads to Trailheads � How to reconnect with the State Rail Trail using
local roads where there are currently gaps in the trail
Strategies
© Intent Design Group 2014
Marketing Plan
Signage Trailhead Access Points � Visible locational signs to tell visitors “you have
arrived” � No parking signs in front of gates to allow clear
emergency access � Information Kiosk with map � Gateway Signs � Trail etiquette � Allowable Uses/Uses that are not Allowed Larkin
Trail model � Mileage from one access point to the next Hop
River Trail model.
Strategies
© Intent Design Group 2014
Marketing Plan
Signage At Road Crossings � Pedestrian Crossing Signs (or symbols for
multiple users—pedestrians, horses, bikes, strollers, wheelchairs)
� Pedestrians have the right of way
� Painted crosswalks on pavement � Directing people already on the trail to nearby
attractions (with mileage)
Strategies
© Intent Design Group 2014
Marketing Plan
Signage Along the Trail � Identify Names of Roads where Trails Cross
Roads � Identifying links to other recreational resources
and attractions from the trail (with mileage) � Interpretive/Educational Signage � Who to call if there are problems on the trail, � Exercise stations (plus any infrastructure needed
to support the activity)
Strategies
© Intent Design Group 2014
Marketing Plan
Signage Ø Signage plan for each trail Ø Avoid sign pollution
Highly visible sign; shows allowable uses
Strategies
© Intent Design Group 2014
Marketing Plan
Single Web Portal for Trail Info � Maps and other trip
planning information � Interactive tools and
applications � Up to date information
on trail status/surfaces � News � Events � How to get involved
with the State Rail Trails � Who to contact for
more information � How to safely use trails
Strategies
© Intent Design Group 2014
Marketing Plan
Single Web Portal for Trail Info � Recreational Trails Grant Program � Transportation Alternatives Program � National Park Service Rivers/Trails
program � Links to trail related information on
other organization websites � State Parks Trail Blog(s) � Links to other State Park Trail social
media sites
Strategies
© Intent Design Group 2014
Marketing Plan
Allow users to submit information about problems they’ve observed on the trail or at access points through the web portal
Safety Parking uSanitary Facilities uBenches
What to avoid
Marketing Plan
Strategies
© Intent Design Group 2014
Collaboration Marketing Toolbox to help partners ensure consistent branding, messaging and positioning Towns and area businesses Other State Agencies
� DECD Economic Development Programs � DECD-Tourism Office / Tourism Districts � ConnDOT � CT Dept. of Public Health � Department of Motor Vehicles � State Archeologist � State Historic Preservation Office � State Colleges, Community Colleges, and UCONN
Implementation
© Intent Design Group 2014
Marketing Plan
Happy Trails! (and trail users)
Hop River State Park Trail
Thank you!
© Intent Design Group 2014
Need help?
Thank You!
www.intentdesigngroup.com [email protected]
Strategy ~ Facilitation ~ Branding ~ Design ~ Content
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