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Marketing Connecticut's State Park Rail Trails

Carolyn Hughes
Carolyn Hughes

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.

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Marketing Connecticuts State Park Rail Trails March 31, 2014 Carolyn Hughes 息 2014
Overview of Todays Presentation Marketing State Park Rail Trails 息 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 削 Tremendous resource-all ages 削 Attract people from all over the world Weaknesses 削 Lack of visibility 削 Lack of info, signs Opportunities 削 Parking 削 Amenities 削 Linkages Threats 削 Illegal uses 削 Insufficient funds for maintenance Pre-planning Assessment Information kiosk/picnic area/trailhead Airline Trail North, Pomfret Current Conditions 息 Intent Design Group 2014
On the trails Underutilized New users confused where are trails? how to access them? Where does trail continue at road crossings? where am I on the trail right now? where to park? Current Conditions Where the heck is the trail? Road Crossing, Larkin State Park Trail Pre-Planning Assessment 息 Intent Design Group 2014
On the trails 削 Insufficient signage 削 Inconsistent signage 削 Trailheads hard to see from road 削 Limited parking at all road crossings; adding parking can increase access to trail 削 Gaps; lacking info on how to reconnect 削 Safety 削 ECG standards 削 Confusion about ownership/ management of trails Colchester Spur, Hebron 息 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 息 Intent Design Group 2014 Marketing Plan Airline South, Lebanon
Audience State Residents/Visitors from Out of State Residents who live near trailsdaily 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 Stateas 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 息 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 息 Intent Design Group 2014 Marketing Plan
Customer/Consumer Needs The user experience begins at home 削 Quickly locate trip planning information before leaving home 削 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. 息 Intent Design Group 2014 Audience Needs Developing the Marketing Plan
Uses/Activities 息 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: Age Physical fitness levels Family versus individuals Type of activity Length and type of trip they are interested in How much time they have to spend Message 息 Intent Design Group 2014 Marketing Plan
Vision Statement 削Off-road, non-motorized recreation 削Visitors from all over the world 削Multiple uses 削Year round 削Safety 削Link with other local, regional and interstate trail networks 削Quality of life 削Alternative transportation What do we want the State Park Rail Trails to be when they grow up? 息 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? 息 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? 息 Intent Design Group 2014 Marketing Plan Lyman Viaduct, Air Line Trail, Colchester
Tagline Let Connecticuts State Park Rail Trails take you places! Short and sweet, catchy and enticing 息 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 削 Inform citizens how to find and safely use State Park Rail Trails. [focus of todays presentation] 削 Protect the environment in which state park rail trails are located 削 Inspire outdoor activity 削 Increase support for and encourage stewardship of state park rail trails Goals and Objectives 息 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 削 Branding 削 Mapping 削 Signage 削 Web Portal 削 Safety Objectives and Strategies ALL written and visual design elements; colors, fonts, materials, etc. 息 Intent Design Group 2014 Marketing Plan
Branding 削 Clear, consistent use of branding materials 削 Brand statement 削 Marketing messages A Brand is a Promise Marketing Plan ACO NNECTICUT STATE P ARK This logo will establish the look and feel for all State Park Rail Trail marketing materials. 息 Intent Design Group 2014
Branding 削 Logos 削 Maps 削 Brochures 削 Other marketing materials 削 Signage (locational, directional, safety, interpretive/educational) 削 Information kiosks 削 Benches, exercise stations, parking and sanitary facilities, bike racks, etc 削 Messaging used in advertising and public relations A Brand is a Promise Marketing Plan ACO NNECTICUT STATE P ARK 息 Intent Design Group 2014
Branding Clarify the relationship of the State Park Rail Trails to other trails/routes: 削East Coast Greenway 削CT Greenway 削National Rail Trail 削Other: E.g. Town Trails, like the Town of Vernon Rails-to-Trails System, Veterans Greenway, New England Trail 削 A Brand is a Promise Marketing Plan 息 Intent Design Group 2014
Branding Clarify Brand hierarchy Marketing Plan 息 Intent Design Group 2014 ACO NNECTICUT STATE P ARK
Branding Written Brand Standards 削 All DEEP parks/communications staff 削 Partners Brand Implementation 削 DEEP projects 削 Condition of grant awards for partners under Rec. Trails Program A Brand is a Promise Marketing Plan 息 Intent Design Group 2014 Junction, Airline South and Colchester Spur Trails
Maps Printed On information kiosks at trail-heads Electronic/online APPs for trip planning; send to mobile devices Interactive kiosks QR codes to access info from trail Map/Kiosk, Airline Trail South Strategies 息 Intent Design Group 2014 Marketing Plan
Signage Directing People from Roads to Trails 削 Highways and Major State Roads to Trailheads 削 Town and Private Roads to Trailheads 削 How to reconnect with the State Rail Trail using local roads where there are currently gaps in the trail Strategies 息 Intent Design Group 2014 Marketing Plan
Signage Trailhead Access Points 削 Visible locational signs to tell visitors you have arrived 削 No parking signs in front of gates to allow clear emergency access 削 Information Kiosk with map 削 Gateway Signs 削 Trail etiquette 削 Allowable Uses/Uses that are not Allowed Larkin Trail model 削 Mileage from one access point to the next Hop River Trail model. Strategies 息 Intent Design Group 2014 Marketing Plan
Signage At Road Crossings 削 Pedestrian Crossing Signs (or symbols for multiple userspedestrians, horses, bikes, strollers, wheelchairs) 削 Pedestrians have the right of way 削 Painted crosswalks on pavement 削 Directing people already on the trail to nearby attractions (with mileage) Strategies 息 Intent Design Group 2014 Marketing Plan
Signage Along the Trail 削 Identify Names of Roads where Trails Cross Roads 削 Identifying links to other recreational resources and attractions from the trail (with mileage) 削 Interpretive/Educational Signage 削 Who to call if there are problems on the trail, 削 Exercise stations (plus any infrastructure needed to support the activity) Strategies 息 Intent Design Group 2014 Marketing Plan
Signage Signage plan for each trail Avoid sign pollution Highly visible sign; shows allowable uses Strategies 息 Intent Design Group 2014 Marketing Plan
Single Web Portal for Trail Info 削 Maps and other trip planning information 削 Interactive tools and applications 削 Up to date information on trail status/surfaces 削 News 削 Events 削 How to get involved with the State Rail Trails 削 Who to contact for more information 削 How to safely use trails Strategies 息 Intent Design Group 2014 Marketing Plan
Single Web Portal for Trail Info 削Recreational Trails Grant Program 削Transportation Alternatives Program 削National Park Service Rivers/Trails program 削Links to trail related information on other organization websites 削State Parks Trail Blog(s) 削Links to other State Park Trail social media sites Strategies 息 Intent Design Group 2014 Marketing Plan Allow users to submit information about problems theyve observed on the trail or at access points through the web portal
Safety Parking uSanitary Facilities uBenches What to avoid Marketing Plan Strategies 息 Intent Design Group 2014
Collaboration Marketing Toolbox to help partners ensure consistent branding, messaging and positioning Towns and area businesses Other State Agencies 削 DECD Economic Development Programs 削 DECD-Tourism Office / Tourism Districts 削 ConnDOT 削 CT Dept. of Public Health 削 Department of Motor Vehicles 削 State Archeologist 削 State Historic Preservation Office 削 State Colleges, Community Colleges, and UCONN Implementation 息 Intent Design Group 2014 Marketing Plan
Happy Trails! (and trail users) Hop River State Park Trail Thank you! 息 Intent Design Group 2014
Need help? Thank You! www.intentdesigngroup.com carolyn@intentdesigngroup.com Strategy ~ Facilitation ~ Branding ~ Design ~ Content Look for us on Facebook! Email: Website: 息 Intent Design Group 2014 Contact us about developing your marketing plan or any of your other planning and communications needs

More Related Content

Marketing Connecticut's State Park Rail Trails

  • 1. Marketing Connecticuts State Park Rail Trails March 31, 2014 Carolyn Hughes 息 2014
  • 2. Overview of Todays Presentation Marketing State Park Rail Trails 息 Intent Design Group 2014 Marketing Plan ≒ Findings ≒ Recommendations Screen Airline Trail Videos ≒ Promotional ≒ Trail Highlights ≒ Plan Your Visit Airline Trail North, Thompson
  • 3. State Park Rail Trails Strengths 削 Tremendous resource-all ages 削 Attract people from all over the world Weaknesses 削 Lack of visibility 削 Lack of info, signs Opportunities 削 Parking 削 Amenities 削 Linkages Threats 削 Illegal uses 削 Insufficient funds for maintenance Pre-planning Assessment Information kiosk/picnic area/trailhead Airline Trail North, Pomfret Current Conditions 息 Intent Design Group 2014
  • 4. On the trails Underutilized New users confused where are trails? how to access them? Where does trail continue at road crossings? where am I on the trail right now? where to park? Current Conditions Where the heck is the trail? Road Crossing, Larkin State Park Trail Pre-Planning Assessment 息 Intent Design Group 2014
  • 5. On the trails 削 Insufficient signage 削 Inconsistent signage 削 Trailheads hard to see from road 削 Limited parking at all road crossings; adding parking can increase access to trail 削 Gaps; lacking info on how to reconnect 削 Safety 削 ECG standards 削 Confusion about ownership/ management of trails Colchester Spur, Hebron 息 Intent Design Group 2014 Current Conditions Pre-Planning Assessment
  • 6. 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 息 Intent Design Group 2014 Marketing Plan Airline South, Lebanon
  • 7. Audience State Residents/Visitors from Out of State Residents who live near trailsdaily 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 Stateas 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 息 Intent Design Group 2014 Marketing Plan
  • 8. 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 息 Intent Design Group 2014 Marketing Plan
  • 9. Customer/Consumer Needs The user experience begins at home 削 Quickly locate trip planning information before leaving home 削 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. 息 Intent Design Group 2014 Audience Needs Developing the Marketing Plan
  • 10. Uses/Activities 息 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
  • 11. Develop Marketing Messages Targeted to specific audiences Different audiences require different messages depending on: Age Physical fitness levels Family versus individuals Type of activity Length and type of trip they are interested in How much time they have to spend Message 息 Intent Design Group 2014 Marketing Plan
  • 12. Vision Statement 削Off-road, non-motorized recreation 削Visitors from all over the world 削Multiple uses 削Year round 削Safety 削Link with other local, regional and interstate trail networks 削Quality of life 削Alternative transportation What do we want the State Park Rail Trails to be when they grow up? 息 Intent Design Group 2014 Marketing Plan
  • 13. 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? 息 Intent Design Group 2014 Marketing Plan
  • 14. 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? 息 Intent Design Group 2014 Marketing Plan Lyman Viaduct, Air Line Trail, Colchester
  • 15. Tagline Let Connecticuts State Park Rail Trails take you places! Short and sweet, catchy and enticing 息 Intent Design Group 2014 Also use for individual trails: Let the Airline State Park Trail take you places! Marketing Plan
  • 16. State Park Rail Trails Goal Increase awareness and use of State Park Rail Trails; deliver high quality user experience. Objectives 削 Inform citizens how to find and safely use State Park Rail Trails. [focus of todays presentation] 削 Protect the environment in which state park rail trails are located 削 Inspire outdoor activity 削 Increase support for and encourage stewardship of state park rail trails Goals and Objectives 息 Intent Design Group 2014 Marketing Plan
  • 17. State Park Rail Trails Objective 1: Inform citizens how to find and safely use State Park Rail Trails. Strategies 削 Branding 削 Mapping 削 Signage 削 Web Portal 削 Safety Objectives and Strategies ALL written and visual design elements; colors, fonts, materials, etc. 息 Intent Design Group 2014 Marketing Plan
  • 18. Branding 削 Clear, consistent use of branding materials 削 Brand statement 削 Marketing messages A Brand is a Promise Marketing Plan ACO NNECTICUT STATE P ARK This logo will establish the look and feel for all State Park Rail Trail marketing materials. 息 Intent Design Group 2014
  • 19. Branding 削 Logos 削 Maps 削 Brochures 削 Other marketing materials 削 Signage (locational, directional, safety, interpretive/educational) 削 Information kiosks 削 Benches, exercise stations, parking and sanitary facilities, bike racks, etc 削 Messaging used in advertising and public relations A Brand is a Promise Marketing Plan ACO NNECTICUT STATE P ARK 息 Intent Design Group 2014
  • 20. Branding Clarify the relationship of the State Park Rail Trails to other trails/routes: 削East Coast Greenway 削CT Greenway 削National Rail Trail 削Other: E.g. Town Trails, like the Town of Vernon Rails-to-Trails System, Veterans Greenway, New England Trail 削 A Brand is a Promise Marketing Plan 息 Intent Design Group 2014
  • 21. Branding Clarify Brand hierarchy Marketing Plan 息 Intent Design Group 2014 ACO NNECTICUT STATE P ARK
  • 22. Branding Written Brand Standards 削 All DEEP parks/communications staff 削 Partners Brand Implementation 削 DEEP projects 削 Condition of grant awards for partners under Rec. Trails Program A Brand is a Promise Marketing Plan 息 Intent Design Group 2014 Junction, Airline South and Colchester Spur Trails
  • 23. Maps Printed On information kiosks at trail-heads Electronic/online APPs for trip planning; send to mobile devices Interactive kiosks QR codes to access info from trail Map/Kiosk, Airline Trail South Strategies 息 Intent Design Group 2014 Marketing Plan
  • 24. Signage Directing People from Roads to Trails 削 Highways and Major State Roads to Trailheads 削 Town and Private Roads to Trailheads 削 How to reconnect with the State Rail Trail using local roads where there are currently gaps in the trail Strategies 息 Intent Design Group 2014 Marketing Plan
  • 25. Signage Trailhead Access Points 削 Visible locational signs to tell visitors you have arrived 削 No parking signs in front of gates to allow clear emergency access 削 Information Kiosk with map 削 Gateway Signs 削 Trail etiquette 削 Allowable Uses/Uses that are not Allowed Larkin Trail model 削 Mileage from one access point to the next Hop River Trail model. Strategies 息 Intent Design Group 2014 Marketing Plan
  • 26. Signage At Road Crossings 削 Pedestrian Crossing Signs (or symbols for multiple userspedestrians, horses, bikes, strollers, wheelchairs) 削 Pedestrians have the right of way 削 Painted crosswalks on pavement 削 Directing people already on the trail to nearby attractions (with mileage) Strategies 息 Intent Design Group 2014 Marketing Plan
  • 27. Signage Along the Trail 削 Identify Names of Roads where Trails Cross Roads 削 Identifying links to other recreational resources and attractions from the trail (with mileage) 削 Interpretive/Educational Signage 削 Who to call if there are problems on the trail, 削 Exercise stations (plus any infrastructure needed to support the activity) Strategies 息 Intent Design Group 2014 Marketing Plan
  • 28. Signage Signage plan for each trail Avoid sign pollution Highly visible sign; shows allowable uses Strategies 息 Intent Design Group 2014 Marketing Plan
  • 29. Single Web Portal for Trail Info 削 Maps and other trip planning information 削 Interactive tools and applications 削 Up to date information on trail status/surfaces 削 News 削 Events 削 How to get involved with the State Rail Trails 削 Who to contact for more information 削 How to safely use trails Strategies 息 Intent Design Group 2014 Marketing Plan
  • 30. Single Web Portal for Trail Info 削Recreational Trails Grant Program 削Transportation Alternatives Program 削National Park Service Rivers/Trails program 削Links to trail related information on other organization websites 削State Parks Trail Blog(s) 削Links to other State Park Trail social media sites Strategies 息 Intent Design Group 2014 Marketing Plan Allow users to submit information about problems theyve observed on the trail or at access points through the web portal
  • 31. Safety Parking uSanitary Facilities uBenches What to avoid Marketing Plan Strategies 息 Intent Design Group 2014
  • 32. Collaboration Marketing Toolbox to help partners ensure consistent branding, messaging and positioning Towns and area businesses Other State Agencies 削 DECD Economic Development Programs 削 DECD-Tourism Office / Tourism Districts 削 ConnDOT 削 CT Dept. of Public Health 削 Department of Motor Vehicles 削 State Archeologist 削 State Historic Preservation Office 削 State Colleges, Community Colleges, and UCONN Implementation 息 Intent Design Group 2014 Marketing Plan
  • 33. Happy Trails! (and trail users) Hop River State Park Trail Thank you! 息 Intent Design Group 2014
  • 34. Need help? Thank You! www.intentdesigngroup.com carolyn@intentdesigngroup.com Strategy ~ Facilitation ~ Branding ~ Design ~ Content Look for us on Facebook! Email: Website: 息 Intent Design Group 2014 Contact us about developing your marketing plan or any of your other planning and communications needs