learn the secrets to successfully promoting your trail ... · promoting your trail system to the...
Post on 28-Sep-2020
1 Views
Preview:
TRANSCRIPT
RBT 10-07-2019
Learn the secrets to successfully
promoting your trail system
to the general public, local and state officials
and special interests groups.
Presented by Randy Toth
Snowmobile Association of Massachusetts (SAM)
2019 MASSTRAILS CONFERENCE
Leominster, MA
October 31 - November 2, 2019
RBT 10-07-2019
SNOWMOBILING
Background
Snowmobiling started in the 1960s:
2 Stroke Motors - dirty, smelly, noisy
Unsafe - early models didn’t even have brakes
Unreliable - sparkplugs had to be replaced every 30/40 miles
Snowmobilers were kind of “outlaws”:
No trails existed so operators went wherever they pleased
Landowner conflicts were not uncommon
The state began providing trails and began grooming them
RBT 10-07-2019
SNOWMOBILING
Background
Snowmobiling today has evolved:
Clean and quiet 2 and 4 stroke machines
Highly reliable with only “yearly maintenance”
Much safer and much more comfortable
Snowmobilers today have evolved:
Organized, law abiding stewards of our parks, forests and
private lands
Collaborated with public and private landowners to form an
elaborate trail system
Operate over 150 groomers compared to the state’s 3 or 4
RBT 10-07-2019
SNOWMOBILING
Background
Problem:
How do we spread the word that:
“Snowmobiles / Snowmobilers have changed for the better!”
Approach:
Promotional Communications tailored toward:
General Public
Potential Members
State Legislators and Public Officials
Special Interest Groups
THIS WAS AND STILL IS AN ONGOING, FORMITABLE TASK!
RBT 10-07-2019
This approach can be used effectively by other trail user
groups with the need for promotional communications:
Walkers Hikers
Joggers Horseback Riders
Snowshoers Cross County Skiers
Dog Sledders Base Jumpers
Hunters Fisherman
Canoers Kayakers
Rafters Hang Gliders
Snowmobilers Mountain Bikers
Dirt Bikers ATV Riders
4x4 Riders Snorkelers
PROMOTIONAL COMMUNICATIONS
Applicability To Other Trail Groups
RBT 10-07-2019
CONSIDER SOME BASIC AUDIENCES
FOR PROMOTIONAL COMMUNICATIONS
1) GENERAL PUBLIC
Those with no interest/knowledge of your organization/activity
or perhaps even a non-positive image.
2) POTENTIAL ORGANIZATION MEMBERS
Those who might seriously consider your organization/activity;
but aren't really sure how to get started.
3) STATE LEGISLATORS and PUBLIC OFFICIALS
Policy makers/implementers/managers with little interest/knowledge
about your organization/activity; but who may be helpful.
4) SPECIAL INTEREST GROUPS
Non-Traditional Partnerships
State and Municipal Departments
Conservation Commissions
Landowners
United States Legislators and Public Officials
RBT 10-07-2019
1) GENERAL PUBLIC
Definition:
Those who may never have really considered snowmobiling
Objective:
Grab their attention, educate them and get them thinking &
talking about snowmobiling
Approach:
Participate in
Parades / County Fares / Community Events {“Touch a Truck”}
The “Big E” {Radio & Television Spots / Social Media}
Provide an eye-catching introduction
Brochures / Posters / Websites / Social Media
Handouts – {balloons, “sno-balls”, pens, keychains, etc.}
THE GENERAL PUBLIC
“Why Go Snowmobiling?”
RBT 10-07-2019
Irresistible Attention Grabbing
Picture.
Organization Identification.
THE GENERAL PUBLIC
“Why Go Snowmobiling?”
Introductory Brochure - Message
RBT 10-07-2019
Who and What is SAM? • Over 31 local snowmobile clubs
• Diverse membership including all age groups, singles,
couples and families with children
• Individuals with many different backgrounds who all
love of snowmobiling, winter, and the great outdoors.
• An Interconnected SSTS from Connecticut to Vermont
and New York to Worcester
Why Go Snowmobiling? • Being Outdoors is Great Family Fun
• View Nature’s Beauty, as seen by Few others
• Observe Animals in their Winter Habitat
• Socialize with Friends
• Outdoor Adventure
• A Great Physical Activity
• Explore New Places
• Go Where Few Others Go
THE GENERAL PUBLIC
“Why Go Snowmobiling?”
Introductory Brochure - Message
RBT 10-07-2019
Who Are We? • Environmentalists
• Conservationists
• Volunteers
• Hearty Souls
• Caring Folks
Key Facts • Significant Economic Impact
• Volunteer Time/Money on Public Lands
• All Ages Participate
• Family Oriented
Contact Information
THE GENERAL PUBLIC
“Why Go Snowmobiling?”
Introductory Brochure - Message
RBT 10-07-2019
Our Trail System • 1550 miles of Groomed Trails
• 450 miles of Secondary Trails
• DCR, DF&W, and Private Landowners
• Over 100 Trail Groomers
• Statewide Snowmobile Trail Map
Why Join a Club and SAM? • Find Riding buddies
• Make Friends
• Stay Informed on Snowmobile Issues
• Obtain a Trail Pass
• Socialize
• Access Local & State Information
• Statewide Trail Maps
• Club Trail Maps
Contact Information - Again
THE GENERAL PUBLIC
“Why Go Snowmobiling?”
Introductory Brochure - Message
RBT 10-07-2019
IT’S EVOULATIONARY!
GOOD FRIENDS! AWESOME SCENARY!
FUN TIMES!
THE GENERAL PUBLIC
“Why Go Snowmobiling?”
RBT 10-07-2019
2) POTENTIAL ORGANIZATION MEMBERS
Definition:
Considering snowmobiling; but not sure how to get started.
Objective:
Provide additional information and encourage them to try it.
Approach:
Informational Brochures - Basic information in simplified format
Websites / Social Media / Magazines / Sno-Phone
Club Meetings / SAM Meetings
Major promotional events – SAM Annual “Sno-Expo”
POTENTIAL ORGANIZATION MEMBERS
“How Do I Get Started?”
RBT 10-07-2019
Introduction
• Organization
• Objective
• Message “Go For It!”
POTENTIAL ORGANIZATION MEMBERS
“How Do I Get Started?”
Promotional Brochure - Message
RBT 10-07-2019
What is needed to Ride in Massachusetts.
Required Items
• Snowmobile {Registered}
• Protective Headgear
• Trail Pass
• Flashlight and Key Spare Parts
Strongly Recommended Items
• Appropriate Clothing
• Safety Training
• Riding Buddy
• Trail Map
• Spare Parts
• First Aid Kit
• Cell Phone
• Insurance
POTENTIAL ORGANIZATION MEMBERS
“How Do I Get Started?”
Promotional Brochure - Message
RBT 10-07-2019
Riding With Children
• On the Parents Sled
• On their Own Sled
• With Direct Supervision
POTENTIAL ORGANIZATION MEMBERS
“How Do I Get Started?”
Promotional Brochure - Message
RBT 10-07-2019
Safety Training
• Preparing to Ride
• Riding Your Snowmobile
• Riding Safely and Responsibly
• Preparing for the Unexpected
• Snowmobile Laws and Regulations
• Link to SAM Website to find a course
near you.
POTENTIAL ORGANIZATION MEMBERS
“How Do I Get Started?”
Promotional Brochure - Message
RBT 10-07-2019
Purchasing a Snowmobile
• Visit Your Local Dealer
• Determine Your Riding Preference/Style
• Talk to Other Riders
• Consider the Manufacturers
• Consider the Sled Types
POTENTIAL ORGANIZATION MEMBERS
“How Do I Get Started?”
Promotional Brochure - Message
RBT 10-07-2019
What is Currently Needed?
• State Registration and Paperwork
• Trail Permits for Private Lands
Key Links to Information!
• State Websites
• DCR
• MEP
• SAM Website
• Club Websites
POTENTIAL ORGANIZATION MEMBERS
“How Do I Get Started?”
Promotional Brochure - Message
RBT 10-07-2019
Legal Riding Areas
• Marked Trails on State Land
• Marked Trails on Private Land
(with a trail pass)
• If it is not a marked trail then don’t go!
POTENTIAL ORGANIZATION MEMBERS
“How Do I Get Started?”
Promotional Brochure - Message
RBT 10-07-2019
Clothing
• Inner Layers
• Middle Layers
• Outer Layers
• Feet
• Hands
• Head
POTENTIAL ORGANIZATION MEMBERS
“How Do I Get Started?”
Promotional Brochure - Message
RBT 10-07-2019
Laws and Regulations
Governing Snowmobiling
• Major Laws Only
• Link to Mass
Environmental Police
(MEP) Website for more
Information
POTENTIAL ORGANIZATION MEMBERS
“How Do I Get Started?”
Promotional Brochure - Message
RBT 10-07-2019
Join a Club and State Association
• Find Riding Buddies and Local Clubs
• Make Friends
• Stay Informed on Snowmobile Issues
• Obtain a Trail Pass
• Socialize
• Access Local & State Information
• Statewide Trail Maps
• Club Trail Maps
POTENTIAL ORGANIZATION MEMBERS
“How Do I Get Started?”
Promotional Brochure - Message
RBT 10-07-2019
Riding Responsibly
• Ride at a Safe Speed
• Slow for Other Trail Users
• Ride on the Right
• Stay on Designated Trails
• Carry in – Carry Out
• Respect Private Property
• Watch for Thin Ice
• Watch for Groomers on the Trail
Taking the Next Step
• Visit the SAM Website
• Check out your local club
POTENTIAL ORGANIZATION MEMBERS
“How Do I Get Started?”
Promotional Brochure - Message
RBT 10-07-2019
WHAT ARE YOU WAITING FOR ?
GET A SLED.
JOIN A CLUB.
LEARN TO RIDE.
HIT THE TRAILS.
HAVE THE TIME OF YOUR LIFE !
POTENTIAL ORGANIZATION MEMBERS
“How Do I Get Started?”
RBT 10-07-2019
3) STATE LEGISLATORS and PUBLIC OFFICIALS
Definition:
Policy makers or implementers with little interest or knowledge about
about snowmobiling or perhaps a non-positive image.
Senators - Legislation
Representatives - Legislation
State Department Heads – Policy Development and Implementation
{MEP Registration Trailer, DCR Foresters. DCR Connections}
Mayors/Selectmen – Ordnances and Rules
City Councilors – Ordnances and Rules {Noise, Park Fence, Bridge}
Objective:
Educate, establish a relationship, gain support, propose solutions
and secure help.
Approach:
Provide quality briefing material and be available to answer questions.
STATE LEGISLATORS and PUBLIC OFFICIALS
“We Don’t Just Ride Snowmobiles!”
RBT 10-07-2019
The key message for our public officials is that:
“We Don’t Just Ride Snowmobiles!”
We are an:
Economic Engine, a Solid Member of Our Community,
Family Oriented, Respect and Protect the Environment,
and a Political Force in our state.
We need to educate our state legislators & public officials:
1) Who Are We.
2) Our Community Involvement.
3) Our Statewide Snowmobile Trail System (SSTS).
4) Our Partnership with the State Agencies.
5) Our Legislative Issues (Proactive Practices)
STATE LEGISLATORS and PUBLIC OFFICIALS
“We Don’t Just Ride Snowmobiles!” Briefing
RBT 10-07-2019
Who Are We?
STATE LEGISLATORS and PUBLIC OFFICIALS
“We Don’t Just Ride Snowmobiles!” Briefing
RBT 10-07-2019
Who Are We?
STATE LEGISLATORS and PUBLIC OFFICIALS
“We Don’t Just Ride Snowmobiles!” Briefing
RBT 10-07-2019
Our Community Involvement!
STATE LEGISLATORS and PUBLIC OFFICIALS
“We Don’t Just Ride Snowmobiles!” Briefing
RBT 10-07-2019
Our Statewide Snowmobile Trail System (SSTS)
STATE LEGISLATORS and PUBLIC OFFICIALS
“We Don’t Just Ride Snowmobiles!” Briefing
OUR TRAIL SYSTEM IS COMPRISED OF BOTH PUBLIC (37%) and PRIVATE (63%) LANDS!
RBT 10-07-2019
NH-Link VT-Link VT-Link
Note: Groomed Trails - ~1,550 miles
Other Club Trails - ~450 miles
52% increase in groomed trail mileage since 2007
CT-Link
STATE LEGISLATORS and PUBLIC OFFICIALS SSTS Trail System Missing Connections
RBT 10-07-2019
Our Statewide Snowmobile Trail System (SSTS)
STATE LEGISLATORS and PUBLIC OFFICIALS
“We Don’t Just Ride Snowmobiles!” Briefing
RBT 10-07-2019
Our Statewide Snowmobile Trail System (SSTS)
STATE LEGISLATORS and PUBLIC OFFICIALS
“We Don’t Just Ride Snowmobiles!” Briefing
Snowmobilers Share There Trails SAM Clubs Operate Over 140 Groomers
RBT 10-07-2019
Our Statewide Snowmobile Trail System (SSTS)
STATE LEGISLATORS and PUBLIC OFFICIALS
“We Don’t Just Ride Snowmobiles!” Briefing
Address Potential Concerns Head-On
RBT 10-07-2019
Our State Agency Partners & Snowmobile Legislation
STATE LEGISLATORS and PUBLIC OFFICIALS
“We Don’t Just Ride Snowmobiles!” Briefing
Successful SAM Supported Legislation
Strict DUI Law
Sales Tax Trade in Allowance
Vintage Snowmobile Registration
Permanent Seat on the State OHV-AC
RBT 10-07-2019
Snowmobile Facts VS. Fiction
STATE LEGISLATORS and PUBLIC OFFICIALS
“We Don’t Just Ride Snowmobiles!” Briefing
Human Dimensions Research Unit
Department of Natural Resources Conservation
University of Massachusetts
RBT 10-07-2019
Snowmobile Facts VS. Fiction
STATE LEGISLATORS and PUBLIC OFFICIALS
“We Don’t Just Ride Snowmobiles!” Briefing
RBT 10-07-2019
A Few More Thoughts
STATE LEGISLATORS and PUBLIC OFFICIALS
“We Don’t Just Ride Snowmobiles!” Briefing
Legislative Consultants can be very useful.
Virtually all special interest groups have them
Help guide you through arcane policy / practices
Help with public hearing testimony
Help draft / modify laws
Provide access not available to everyone
Meeting with a legislator's staff is NOT necessarily a bad thing!
Senior staff members wield considerable power
Keep your requests reasonable and achievable.
Understand you legislator’s position and abilities
It really helps if you are not always asking for money
RBT 10-07-2019
A Few More Thoughts - continued
STATE LEGISLATORS and PUBLIC OFFICIALS
“We Don’t Just Ride Snowmobiles!” Briefing
“All Politics are Local”.
Unasked Questions?
Are you in the legislator’s district?
Are you registered to vote?
Have you ever voted?
Do you vote regularly?
Have you ever contributed to my campaign?
Maximize your impact.
Written Communications
Fair – Computer form generated e-mail
Good – Personalized e-mail
Better – Computer printed and signed letter
Best – Hand written and signed letter
Personal Visit
Good – Phone call
Better – Local office visit
Best – Statehouse office visit
RBT 10-07-2019
We Live In Your District
STATE LEGISLATORS and PUBLIC OFFICIALS
“We Don’t Just Ride Snowmobiles!” Briefing
Our Influence Extends by at Least a Factor of 4
RBT 10-07-2019
4) SPECIAL INTEREST GROUPS
Definition:
Those with no interest/knowledge of your organization/activity or a
non-positive image with whom you choose to or have to interact to
establish or maintain your trail system.
Objective:
Promote your organization/activity in a positive light, establish common
ground, show the benefit of collaboration and secure buy in.
Approach:
Provide carefully targeted information to help educate and convince
folks to join forces in working toward the common goal of establishing
and maintaining trail connections.
SPECIAL INTEREST GROUPS
“Communication/Cooperation/ Collaboration”
RBT 10-07-2019
Non-Traditional Partnerships
Land Trust Partnerships – Acquire/Preserve Recreational Trail Access
Landowner Contacts
Mutual Benefits - {TTOR / BNRC Agreements}
Regional / Local Planning Commissions Need to Hear from You
BRPC Recreational Land Use – {includes SSTS}
PVPC – {Jointly Supported RTP Bridge Replacement}
Application Trail – {Crossing Preservation}
State and Municipal Departments
Parks Department – {Fence Opening, Bridge Donation}
Public Works (Highways, Water Department)
Conservation Commissions
We Follow the Rules; but We Need Your Help
Many Different “Conservation Commissions” Exist
SPECIAL INTEREST GROUPS
“Communication/Cooperation/Collaboration”
RBT 10-07-2019
United States Legislators and Public Officials
National “Washington DC Fly In’s” to Support:
Land Access Issues
Recreational Trails Program Funding
Should be well organized/coordinated effort – {Storming the Hill}
Farmers / Utilities / Private Landowners
Negotiate Private Trail Access – {Golf Course, Ski Area}
Provide Protection / Insurance / Maintenance for Private Trails
Develop Mutual Benefits – {Financial Rewards}
Restaurants / Motels / Country Stores / Gas Stations
Ski Areas / Campgrounds / Snowmobile Dealers
Networking – A Force Multiplier
Local Clubs
Snowmobile Association of Massachusetts
United Snowmobile Alliance
International Snowmobile Council / Congress
SPECIAL INTEREST GROUPS
“Communication/Cooperation/Collaboration”
RBT 10-07-2019
Show up and speak at public venues when and wherever possible
Local / County / State / Federal
Arrange legislative and state department briefings
High personnel turnover at the top
Always speak at public hearings involving local policy
Follow up with written material where appropriate
Get on various local and state trail / planning related committees
Remember to listen, observe and ask questions
Don’t forget to make use of private / personal relationships
Parks Department, Conservation Commissions, friends & neighbors
These folks can help you spread the word and gain access
SUMMARY
Communication is Key
RBT 10-07-2019
Know and understand your audiences
Provide proper level of information and education
Taylor your presentation to your specific audience
React in real time to your specific audience
Demonstrate what you do and can do for others
We follow the rules & we donate many volunteer hours;
but we need your help
Build / Maintain a library of key material for future use
PowerPoint slides
Word “white papers”
Excel data {economic data, political district data, statistical data, etc.}
Keep them updated and continue to strengthen the message
Communications are “Two-Way”
Remember to listen, observe and ask questions
SUMMARY
Communication is Key
RBT 10-07-2019
ONE FINAL THOUGHT
Days Get Shorter. Nights Get Longer.
Snow Gets Deeper. Life Gets Better.
RBT 10-07-2019
Committed to Enhancing Safe Snowmobiling in Massachusetts
with
A Vision of an Interconnected Snowmobile Trail System from
Connecticut to Vermont and New York to Worcester.
RBT 11-08-2017
The Snowmobile Association of Massachusetts
www.sledmass.com
RBT 10-07-2019
Now It’s Your Turn
To Ask Questions!
RBT 11-08-2017
RBT 10-07-2019
Name: Randal Toth Affiliation: Snowmobile Association of Massachusetts (SAM)
Email: rtoth3@nycap.rr.com Phone: 413-442-3163
Short Bio: Current member SAM Board of Directors and Local Snowmobile Club, former SAM Legislative Chairman,
former Vermont State Police Snowmobile Safety Instructor, former SAM Representative to the American
Council of Snowmobile Associations, former SAM Representative to the International Snowmobile
Congress and retired Aerospace Project Manager.
Type of Session: Presentation
Working Title: “Learn the secrets to successfully promoting your trail system to the general public,
local and state officials and special interests groups.”
Intended Audience:
Those who must speak for their organization to the General Public, Potential Organization Members,
State Legislators and Public Officials as well as Special Interest Groups in order to promote your
trail system connections.
Abstract:
In the pursuit of an interconnected trail system, it is necessary to successfully communicate with the
General Public, State Legislators, Public Officials and Special Interests Groups including
Non-Traditional Partners, State and Municipal Departments, Conservation Commissions, United States
Congressmen as well as Private Landowners (Farmers, Neighbors, Utilities, Businesses). This presentation will
demonstrate a number of techniques using actual real world examples which can be effectively used by your
organization to make the most of those somewhat limited communication opportunities.
What Can Attendees Expect to Learn:
Organizations must do a lot more than just building/connecting trails – they must communicate effectively
and build strong relationships with many and varied individual and groups in order to effectively build
sustainable trail system connections.
Tangible Take-Always:
Blueprints for successfully communicating with the general public, potential organization members,
state legislators and public officials and special interests in order to further the goals of your organization.
Co-Presenters: None
top related