missisquoi valley rail trailmvrailtrail.org/docs/powerpointpresentationcouncilmeeting.pdf · next...

Missisquoi Valley Rail TrailMarketing and Wayfinding ProjectRail Trail Council Check In

9/16/19

Missisquoi Val ley Rai l Tr ai l

THE NEW WORLD OF F&B

Agenda


AGENDA

1. Branding and Identity Guide

2. Wayfinding Overview

3. Marketing Strategies

4. Trail Friendly Business Program

Overview

5. Rail Trail Roundup Process Video

6. Next Steps



Branding & Identity Guide


A BRAND IS MORE THAN JUST A LOGO

It Includes:

1. Key messaging and brand attributes

2. Logo

3. Primary and accent brand colors

4. Typography


KEY MESSAGING & BRAND ATTRIBUTES


FULL COLOR LOGO BADGE

• Capturing the sense of

place

• Enticing visitors to

explore this amazing

community asset

• Tag line “Connecting

Communities Since 1886”

references the important

historic connection the

rail line provided and it’s

continued importance to

the area as a multi-use

trail


SINGLE COLOR LOGO BADGE

Establishing the MVRT as a unique and engaging route

that is rooted in the communities it runs through but open

and engaging to tourism


SINGLE COLOR CUTOUT LOGO BADGE

• Stylized logo reflects

the curvilinear path

taken by the trail along

the Missisquoi River

through the working

landscape of the Valley

• Expansive views

abound along the route

for trail users to

observe and experience

in all seasons


HOW TO USE LOGO IN DOCUMENTS


HOW NOT TO USE LOGO


BRAND COLORS—PRIMARY PALETTE


BRAND COLORS—ACCENT PALETTE


TYPOGRAPHY



Wayfinding Overview


WAYFINDING SIGN TYPOLOGIES

• Trailhead and Town Kiosks

• Mile Markers

• Trail Directional Signage

• Trailhead Parking

• Caution/Trail Etiquette

• Route Verte/MVRT Connector


WAYFINDING OVERVIEW MAP


KIOSK


MILE MARKER


TRAIL DIRECTIONAL


TRAILHEAD PARKING


CAUTION/TRAIL ETIQUETTE


LA ROUTE VERTE/MVRT CONNECTOR


TRAIL FRIENDLY BUSINESS PROGRAM

INTEGRATION


VAST TRAIL MARKING & NUMBERING?



Marketing Strategies


DIGITAL MARKETING

• Trail Website

• Interactive Map

• Social Media

• PDF Trail Map & Guide

• Digital Advertising


RAIL TRAIL WEBSITE

• Revise existing copy

• Trail overview, segment descriptions, management/rules and regs, etc.

• Interactive Map (integrated with Trail Friendly Business Program)

• Recommend creating as part of this project budget

• Trail, loop rides, communities, services, parks and rec offerings, parking,

trail friendly businesses, etc.

• Login turned over to RT Council and NRPC after current project completed

• Will require $400 annual fee to maintain; first year covered in this project

budget

• Promotional Video by Path Less Pedaled created through this project

• Social media feeds in lieu of photo gallery; will supply and recommend

which photos should be integrated into website

Update underway via NRPC, recommendations and content via this project


RAIL TRAIL WEBSITE

• Trip itineraries, loop rides, and trip planning guidance

• GPS tracks for Strava, Ride with GPS, etc.

• Cue Sheet

• Communities/Destinations page

• Broad overview of all the towns and places

• Links to community websites

• Member Recruitment

• Member benefits, rates, forms, etc.

• Accept donations via Paypal or other service

• Calendar/Events

Update underway via NRPC, recommendations and content via this project


SOCIAL MEDIA

• Create/Update/Manage profiles for Facebook, Instagram and Trip Advisor

• Branded Hashtag to encourage user-generated marketing:

• #ExploreMVRT

• Encompasses all uses/activities, also works for users, businesses, etc.

• Incorporated in signage, website, other marketing materials (i.e. find us on

Facebook, Instagram, Trip Advisor, etc. and use #ExploreMVRT)

• Use the Hastag and get entered to win a patch/pin/waterbottle, etc.

• Create a photo opportunity or “selfie sign.” Could be a box that frames an

iconic view, a sign with a cut out for faces, etc.

• Events on Facebook

#ExploreMVRT


PDF TRAIL MAP

• Similar to the base map for the kiosks

• Likely don’t need a full, fold out, printed version (see Travel/Tourism Rack

Brochure)

• Geo-referenced for optimization with Avenza Maps and other map apps

• Delivered via website


DIGITAL ADVERTISING

• Recommend small ($25-$50/month) digital advertising budget

• Facebook ads=>high return on investment with impressions, targeting, etc.

• Could also include GoogleAds, Ad Smart, etc, but recommend starting with

FB

• Ad space on Velo Quebec, Local Motion, etc.


PRINT MATERIALS• Travel/Tourism Rack Brochure

• Distributed at hotels, rest stops, tourism info centers, etc.

• Lighter, leaner, and cleaner version of the current trail map

• Includes a conceptual map (line work) but is more focused on

marketing and describing the trail experience

• Designed and printed through this project

• Event Flyer Templates

• PDF Templates for the Paddle Pedal, Kids Fest, etc

where you can change event name, date, location,

etc, from year to year but have all the other graphics/

photos established.

• Templates created through this project, printed as

needed by MVRT Council and NRPC

• Presence in feeder Cities/Regions

• Burlington and Chittenden County

• Montreal

• Eastern Townships

• Rack Brochure in bike shops, rest areas, etc.

• Press releases and story pitches to local papers


PRESS• Series of canned press releases and story pitches with quotes, stock images, etc.

• Trail experiences

• Businesses and economic impact

• Traveling the trail with kids and family

• Bike Overnight

• Wildlife and birding

• Snowmobile excursions

• Include St Albans Messenger, but focus on sharing

with Seven Days, VPR, BTV Free Press and similar

venues in Eastern Townships and Montreal

• Share with tangential publications such as Family Life,

Find and Go Seek, Mom’s websites, etc.

• Developed through this project

• Press Tours

• 2nd tier or longer-term strategy

• Takes a lot to orchestrate and different members of the press will want/need different things

in terms of schedule, accommodations, etc.

• Use press releases and story pitches as a filter to invites to a potential press tour


EXTERNAL EVENTS

• Attending Cycling and Outdoor Recreation Shows/Expos

• VT

• Quebec

• Massachusetts

• Philly Bike Expo

• Partner with VT Tourism, Local Motion, etc. to

find out what shows they go to, can piggyback,

send materials or share table space

• VT Gravel or Road Rides/Events, Snowmobile Events

• Attend and table at associated expos

• Get Travel/Tourism Rack Brochure into registration

packets


EVENTS ON THE RAIL TRAIL

• Continue to hold and promote current events (Paddle-Pedal, snowshoe hikes, etc.)

• New events:

➢ Music and/or Food Festival (https://www.pedalersjamboree.com/); Partner with the Abby?

➢ Trick or Treat on the Trail

➢ Sweet Ride: Maple Tasting and Maple Theme Ride/Event

• Insert trail into existing events like the St Albans Maple Fest and Enosburg Harvest Fest

• Fun runs, 5Ks, etc.


CREATE A “TRAIL BIBLE” FOR TOUR

AND RIDE OPERATORS

• Detailed trip info and resources for tour operators

• Get on the radar of tour companies

• Backroads

• Vermont Bicycle Tours

• Discovery Bicycle Tours

• Trek Travel

• Great Freedom Adventures

• Sojourn

• REI

• Created through this project


MERCHANDISE

• T-shirts

• Stickers

• Hats

• Enamel Pins

• Patch (patch or pin could be reward for

completing “Trail Passport,” see below).

• Water Bottles

• Buff wear

• Bike socks

• None likely produced through this project


RAIL TRAIL PASSPORT

• Challenge for youth and adults

• Printed passport available along with trail map/brochure

• Collect rubbings at each town, parking area kiosk,

and/or iconic feature of the trail along the way

• Patch or pin could be reward for completing

• “Gamify” trail to encourage youth to get out and explore



Trail Friendly Business Program

Overview


MVRT TRAIL FRIENDLY BUSINESS

PROGRAM SUMMARYThe MVRT Trail Friendly Business Program’s goal is to fully realize the potential

economic benefits of the MVRT in the neighboring communities along the trail.

The program is a two-prong approach: one is directed at businesses near the trail

and the other at trail users and visitors.

There are 3 primary documents that will make up the program:

1. Overall Program Guide

2. Administrator Roll Out Guide and Materials

3. 1-page handout for businesses with information and application



PROGRAM FOR BUSINESSES

• Businesses are encouraged to sign

up to be recognized as a “trail

friendly” business, meaning they

welcome traffic from the trail as well

as offer products and services for

trail users

• The incentive for businesses to sign

up is increased visibility in trail

marketing material

• They will be listed on the official

MVRT trail website and interactive

map, at trail kiosks and mentioned in

itineraries and media pitches and be

given a window cling to display at the

business welcoming trail users




• For a business to be eligible for the

program it should be open to the

general public and provide a service

or product to trail users.

• Examples of eligible business are

lodging properties, restaurants and

retail (general store, gallery,

hardware store, etc.).

• For businesses to participate they

have to read an informational

pamphlet on the MVRT and then fill

out a short form listing contact

information, hours of operation and

list of trail specific services.




The following are recommended services for

the various business types.

• Lodging

• Required: Secure bicycle parking

(inside room or dedicated secure

storage facility)

• Suggested: Pump and basic repair

supplies, trail map, receive and hold

bike boxes for traveling cyclists, etc.,

• Restaurant

• Suggested: bike rack near location,

trail information, rentable bike locks,

water botter refills, use of restroom

with purchase

• Retail

• Suggested: bike rack, trail information,

rentable bike lock, shipping purchased

goods, water bottle refill, etc.,



PROGRAM FOR TRAIL USERS

• Trail users will experience the trail friendly business

program in two ways:

• Virtually, during online research / trip planning

• Physically, once on the trail via pamphlets at

kiosks and signage at businesses

• A major component of the program will be to

highlight the businesses on an online interactive

map. A person in the planning stage will be able to

see all the participating businesses along the trail

and the services they are offering. Being aware a

welcoming trail services will make people more likely

to visit. Participating businesses can also be

highlighted in online trip itineraries on the MVRT

website as well as being included in media pitches.

• Once on the trail, trail users will also be informed of

participating businesses at trailhead kiosks and trail

pamphlets. Trail users will also be welcomed at a

business when they see the window clings.

• For visitors outside the area knowing that there are

welcoming businesses, it will increase their

likelihood of visiting and staying longer.



PROGRAM ROLL OUT

• NRPC attends existing business association

meetings in St Albans, Enosburg and Richford to

introduce program with similar info to what we just

reviewed—Sept/Oct

• Consultant team finalizes Trail Friendly Business

Program materials—Oct/Nov

• Consultant team attends existing business

association meetings in St Albans, Enosburg and

Richford to sign businesses up—Winter 2019 or

Spring 2020?

• Follow up meetings or digital recruitment to specific

businesses we haven’t reached yet—Spring 2020

• After initial enrollment, participating businesses may

be inputted into the interactive map and mailed

window clings to display at their businesses

• Annual follow up emails should be sent to gather

information about the program from the businesses.

• What has worked? What hasn’t worked? Have

they changed any of their services? Same

owner?



Rail Trail Roundup Process Video


RAIL TRAIL ROUNDUP PROCESS VIDEO

https://youtu.be/3GHM6cJMnQU

https://www.youtube.com/user/russroca/videos

https://youtu.be/3GHM6cJMnQU

https://www.youtube.com/user/russroca/videos



Next Steps


NEXT STEPS• Sept/Oct: Consultant team finalizes the Trailside

Friendly Business Program

• Oct/Nov/Dec: Consultant team develops final

wayfinding plan, develops final promotional

materials, attends Bus Assoc Meetings in each of

the 3 towns to roll out trailside friendly business

program (could also do in spring if preferred).

• Dec/Jan: Consultant team develops the Funding and

Implementation Action Plan, which will:

• Finalize the specific projects and materials

developed and carried forward in the

implementation phase

• Provide a comprehensive implementation and

phasing strategy for those actions and

projects that are not able to be completed

under the current funding

• Winter and Spring 2020: promotional materials

printed, produced, etc. Other marketing strategies

implemented, “ tactile” wayfinding and routing signs

implemented, trailside friendly business signage

implemented, follow up/drop in visits to businesses

or digital outreach depending on budget

• Summer 2020: project close out and tourists start

pouring in from every corner!

THANK YOU!

QUESTIONS?

COMMUNITY, RECREATION, AND TRAIL PLANNING

missisquoi valley rail trailmvrailtrail.org/docs/powerpointpresentationcouncilmeeting.pdf · next...

Documents