marketing connecticut's state park rail trails

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


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


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


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


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


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


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


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


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?


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?


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?


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


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


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….


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.


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


Marketing Plan



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

� 


Marketing Plan


Branding Clarify Brand hierarchy

Marketing Plan



Branding Written Brand Standards

� All DEEP parks/communications staff � Partners Brand Implementation � DEEP projects � Condition of grant awards for partners under Rec. Trails Program


Marketing Plan


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


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


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


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


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


Marketing Plan

Signage Ø  Signage plan for each trail Ø  Avoid sign pollution

Highly visible sign; shows allowable uses

Strategies


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


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


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


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


Marketing Plan

Happy Trails! (and trail users)

Hop River State Park Trail

Thank you!


Need help?

Thank You!

www.intentdesigngroup.com [email protected]

Strategy ~ Facilitation ~ Branding ~ Design ~ Content

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marketing connecticut's state park rail trails

Environment

trail users

trail designation

trail gaps

trail map

hebron intent design

message intent design

larkin state park

state park facility