proposal for marketing, public relations and fundraising ... · 920 campbell rd. bethel, vt 05032...

920 Campbell Rd. Bethel, VT 05032 • 802.234.5809 • www.theimaginationcompany.com

Proposal for Marketing, Public Relations and Fundraising for the LVRT

Goals:

• Raise public awareness of the LVRT

• Educate the public of the important benefits the LVRT will provide VT

• Raise matching funds for the project and for ongoing yearly maintenance.

Requested by: the LVRTC of VASTSubmitted by: The Imagination CompanyDate: October 23, 2009


I. Executive SummaryIn order to realize the full promise and potential of the LVRT and garner the necessary financial support, we need to build an image and outreach campaign befitting a major destination tourism attraction. Potential individual and corporate supporters are accustomed to quality messaging and imagery, and The Imagination Company would bring the same level of marketing, branding and PR to the LVRT project as we have to major recreational and tourism clients throughout the country. Similarly we would produce all aspects of the campaign, including design, TV, film, radio, and web at our in-house studios, ensuring cost and creative control.

We've built our success with clients such as Okemo, Killington, and the State of New York Olympic Region by developing a comprehensive experience for visitors. Our strategies always include the dining and lodging, the communities and culture, the shops and services. For every hour a visitor spends in recreation, there's even more opportunity for them to enjoy the off-trail amenities, and we would take a similar approach in branding the LVRT for marketing and fundraising. By building our brand (through awareness/education, free & paid media, direct marketing, new web site, online, etc.) around a new, completely unique Vermont East-West experience, we can capture the interest and excitement of four season recreational enthusiasts - Vermonters and tourists alike.

In researching & developing materials for this proposal we had a chance to do a little informal polling in a few communities along the trail and of people we met out on the trail itself, and virtually no one we asked was aware of the LVRT project. With this is in mind, we see this as the perfect opportunity to build the brand from the ground up.

Because every dollar invested in LVRT awareness and fundraising is critical, and every impression has the potential of generating financial support; where practical, we would combine the first three elements of this Request for Proposal. That is, all marketing efforts should simultaneously raise awareness, educate and motivate financial support. All outreach will drive people to the new LVRT.org site where they can experience a more detailed call to action providing different ways to support the project directly from the home page.


With that in mind, we've structured the proposal as outlined here:

I. Executive Summary

II. The Brand

III. Fundraising StrategyA. OverviewB. Sponsorships & PartnershipsC. Additional Fundraising & Awareness

IV. The Film

V. The Website

VI. Marketing Strategy

VII. Marketing MaterialsA. Print AdvertisingB. CollateralC. Radio AdvertisingD. TV advertising

I. Public Relations

• Media Strategy

• Budget


II. The BrandThe LVRT needs to have a "Big" brand - one fitting a real destination experience. The LVRT is more than a trail,

it's Vermont's East-West adventure. And it's more than recreation, it's inns and restaurants, shops and stores, as well as the most unique way to experience the real Vermont.

Alone, the name Lamoille Valley Rail Trail undersells the real scope of the new experience - one that virtually spans the state. Unlike VAST, the acronym LVRT doesn't shout "big" and "adventure".

Outdoor enthusiasts, at every level, love a sense of accomplishment - being part of a grand experience. If you hike across the Grand Canyon you celebrate your "Rim to Rim" adventure, The Long Trail and Appalachian Trail connote something aspirational as well, for endurance riders it's the Vermont 100, for skiers, the Front Four or Tuckerman's.

In terms of a strong marketing push to create awareness of the LVRT as well as the best means of branding future events and growing support, we recommend using an expression such as "Vermont's East-West Adventure" or "East-West Experience" in messaging and materials. This capitalizes on the strength of the Vermont brand while quickly identifying the LVRT's breadth. And the word "Adventure" broadens the appeal and speaks to destination tourism and multi-day visits. Alternatively, the expression "Vermont's East-West Experience" could have a subtly softer appeal. It could be a slogan, a subhead or copy point.

Initially, this clear vision and branding of the LVRT's promise will be vital to fundraising, community support and contributions, corporate sponsorship and local business partnership. In the long term, a four season, East-West experience has broad tourism potential, which will be critical in developing ongoing sponsorships and partnerships.


III. FundraisingOverview

• To the Vermont recreational user, a four season, trans-Vermont trail represents a new, unique opportunity for beauty and outdoor adventure.

• To the tourist it offers that plus small town hospitality, great lodging and dining, Vermont products, etc.

• To the businesses in communities along the LVRT, the influx of LVRT users vests them in its completion and ongoing success.

• To the communities along the trail, the LVRT's renovation provides a valuable fitness and recreation asset for schools, youth and other community groups, and individuals.

• To national and statewide corporations the LVRT represents a unique sponsorship opportunity both on site and online.

If this four season experience is properly developed and marketed, individuals, corporations, communities and their businesses will have a compelling incentive to support the trail project both now and in the future.


We suggest several types of sponsorship and partnership for both matching funds and ongoing maintenance.

Master Sponsors: These are the bigger corporations who could be represented by something like permanent stone markers at a few high visibility points along the trail. In addition, the Master Sponsors could have logo placement, web links and banner ads on our home page.

Trailside Sponsors: These could be businesses, organizations or individuals who would sponsor the maintenance of a mile of trail and could be recognized with mile markers on the trail (if allowed.) These markers could be very attractive and functional for trail users and events as well.

LVRT Partners: An important source of ongoing funding could be a virtual guide/map on the web site. This would be similar to a resort vacation planner promoting regional businesses and multi-day visits year round. It would encourage visitors to check out different areas of the trail at different times while experiencing the hospitality and services the adjacent communities offer. The guide would include an essay on each community with photos/video, directions to point of access to and from the LVRT, events calendar, tips and trail highlights.

Most importantly the guide would feature an interactive business directory along the trail map that would be an annual paid membership program where participating inns, restaurants, shops etc. would be represented. As you mouse over the virtual map, participating businesses would have pop-up promo panels. In addition, each member business would get placement in an annual printed version of the guide which could be distributed along the LVRT and in VT visitor centers.

Individual Sponsors: This is Trail Club membership. We would establish a few contribution levels with appropriate thank you gift (logo products).


How to reach these potential donors:

National Corporate Sponsors: We will develop a list of potential outdoor activity sponsors (ie: Polaris snow machines, Tubbs snowshoes, Trek bikes, Merrill hiking boots, EMS, LL Bean, Stateline Tack,etc.) We'll identify the marketing executive/decision makers at each and contact them with a priority package containing a brief letter (from Bryant Watson or Laird McDowell) and a copy of the film as an introduction. This will be followed with a phone call.

Statewide Sponsors: We will develop a list of potential major Vermont sponsors (ie: Cabot Cheese, National Life of VT, Ben&Jerry’s, VT Country Store, etc.) We'll identify the marketing executive/decision makers at each and contact them with a priority package containing a brief letter (from Bryant Watson or Laird McDowell) and a copy of the film as an introduction. This will be followed with a phone call.

Trailside Sponsors: We will develop a list of potential "Mile Marker" sponsors and "Business Partners" from each community along the LVRT and contact them with a priority package containing a brief letter (from Bryant Watson or Laird McDowell), a brochure explaining the two programs and a copy of the film as an introduction. This will be followed with a phone call.

Individual Sponsors: We break this demographic into two segments:-

Individuals we can reach through organization mailing lists, (i.e. VAST, Green Mountain Club, VT Mushers Assoc, Vermont Horse Council, VT Mountain Bike Assoc. etc.) We'll reach them through either direct mail of a targeted brochure or through insertion of the brochure in organizational mailings.

Individuals we can reach through marketing/PR. We will reach them through radio, television, print, web, and free media/editorial (see Media Plan.) In all of this outreach, we will drive individuals to the new website where they can join the LVRT club with a specific level contribution and receive a specific LVRT logo item.


Additional Fundraising and Awareness

LVRT Public Introduction This would be a pre-construction event for winter 2010 and would involve key sponsors representing the main recreational activities the LVRT allows for. We would solicit everything from snowshoes to snow machines, hiking gear to trail bikes. Marketing and promoting the auction would allow us to highlight the 4 season appeal of the LVRT and attract interest from the NASCAR to the whole foods demographics. Well promoted, it would feature food and drinks, live music, film presentation, printed posters and informational materials, silent auction and prizes of sponsor-donated recreational gear. Admission and auction would raise funds for the capital campaign.

EventsThe breadth of the LVRT creates a unique venue for diverse, seasonal, annual events that can appeal to both top competitors in every four season pursuit allowed, as well as to casual enthusiasts. These events could offer sponsorship to major corporations and local businesses and would garner coverage in local and regional media. Major events could involve virtually all the communities along the trail with a large festival centered in St. Johnsbury.

･ An East-West Winter Relay that spans the width of VT, featuring snowmobiling, cross country skiing, snowshoeing and mushing. Initially this would be part of a expansive PR campaign celebrating the completion of the LVRT and involving all the adjacent communities and could evolve into a major annual event.

･ An East-West Summer Relay featuring mountain biking, horseback riding, hiking and running. Like the Winter Relay,

initially this would be part of a PR campaign celebrating the completion of the LVRT and could evolve into a major annual event.

Logo ProductsWe will design an LVRT East-West logo for a line of creative logo products (think Life is Good/Nike) that would serve as individual sponsorship gifts as well as be sold in our online store to raise funds. These can also be sold at businesses in communities along the trail. We could also develop versions with LVRT slogans such as: "Hike Your Caboose Off" (Ride, Bike etc.), "Keep it Rail" etc.


Custom Compass PromotionDesign a limited issue custom brass compass with LVRT * Vermont’s East-West Adventure printed on the face to use as an incentive for high level donors (minimum $100). One thousand compasses would raise $100,000.

Outside OrganizationsAn outreach to the various VT and New England recreational clubs and organizations that could develop events around the LVRT for their membership. We could offer an informational package to help in planning and that would benefit the surrounding businesses.

Speaker SeriesLVRT could develop a series of speaker events held at different venues in communities all along the trail with a variety of speakers giving trail related talks and slide shows of interest to outdoor enthusiasts and history buffs with the proceeds from admissions going to the capital campaign. This could be facilitated with the local/regional Chambers or Rotaries.


IV. The Film

Overview

This will be a 4-5 minute presentation filmed in 35mm HD and produced with high production value. In advance of LVRT's completion, the film could be a compelling educational tool that tells the story of the LVRT and highlights the cultural and economic importance of the project. It would be invaluable in impressing potential national, statewide and local sponsors and partners. The film would start with a creative, historical view of the railway and a brief timeline of LVRT project and feature evocative four season trail footage throughout. It would show the scope and quality of the renovation. The people who will benefit from the LVRT would make the case as to its importance and potential impact - A hiker, rider, snow traveler, biker, community leader, trailside business owner, etc. would speak to the excitement and potential of this new four season adventure. In addition we would briefly feature Bryant Watson on VAST's stewardship, Bernie Sanders on the economic importance of the project, Laird McDowell on the committee's work, Alan Robertson on the scope and engineering of the project, all supported with great imagery.

Usage • An instrumental part of our PR press kit.

• The most impactful way to explain the scope and promise of the LVRT to potential national and statewide corporate sponsors and local sponsors and partners.

• An ideal way to present the LVRT to organizations and meetings.

• An ideal way to present the LVRT to adjoining communities & select boards.

• Streaming and downloadable from our website.

We did a short demo of the film to give you an idea of how we could approach the opening and history, what we mean when we say we’d let the people who’ll benefit make the case as to the LVRT’s importance, some recreational footage, a little community usage and some fall vistas we shot for the project.


V. The Website

The LVRT doesn't have an office or address, it's unlike a resort or museum, it's 12 feet wide and nearly 100 miles long. Because the LVRT is, in a sense, a concept with such a very wide footprint, the new website will be the address and nerve center of the LVRT going forward. It will be where the full East-West experience is created and continually presented to the public. Creation and promotion of the four season experience will be the way that we attract and maintain sponsors.

The web site is our informational gateway, a primary fundraising tool, a vehicle for corporate sponsorship and a critical part of ongoing support and partnership.

The site is where the real potential gets realized, where year-round events are promoted, where local business partners are represented in an interactive promotional guide and where experiences can be planned, maps downloaded etc.

The site would be consistent with the look and brand of our awareness/education campaign and will promote both the on-trail adventure and off-trail amenities.

The home page would feature the ways visitors can get involved in making the LVRT a reality and sustaining it long term.

The web site would be developed with a user-friendly, browser-based CMS system for easy updates by the LVRT team.

The web site would be search engine optimized to put the LVRT at the top of keyword searches involving Vermont tourism, snowmobiling, snowshoeing, cross country skiing, biking, mushing, etc.

The web site would be a first priority in terms of execution in order to support the first marketing push, as all marketing and messaging will drive people to the new site.


The Website

Primary elements of the home page:

History/Overview

Join the Trail Club - a direct link to our individual sponsorship page.

Sponsor a mile of the LVRT - Click here to see how.

The promotional film.

Interactive Trail Guide

Plan An Adventure

Corporate Sponsor logos and banners - “The LVRT is sponsored by…”

Organization - this would be links to the existing LVRT info.

As progress and completion allows:

Photo/video section on the making of the LVRT....following the progress initially, that would evolve into a Virtual Tour in photos and HD.

Plan an Adventure - The LVRT interactive guide that represents the adjoining businesses who sign on as Partners

Interactive Trail Map showing the different ways on and off the trail, distances between sections, points of interest etc.

Website 2

Here is an example of a home page design using the “Compass & Map look.


VI. Marketing Strategy

With a limited budget we suggest a targeted, three phase marketing push:

Phase One

Winter 2010. A comprehensive mix of TV, radio, & print advertising (See creative presentation and media plan) and free media to raise awareness and support the initial fundraising campaign. This would coordinate with the launch of the new website in order to maximize the opportunity to educate visitors and garner individual and corporate sponsorship.

Phase Two

Late Spring/Early Summer 2010. This would capitalize on the official start of the project. The project launch is ripe with marketing/PR opportunities. We would support the period before and after the project launch with a mix of TV, radio and print as well as comprehensive PR in order to maximize free media and editorial coverage.

Phase Three

This would depend on the completion of the LVRT and would be a gala event. There could be synchronized ribbon cuttings in St. Johnsbury and Swanton, a highly publicized winter or summer relay covering the entire trail. Imagine being one of the first people to take part in the first traverse of the LVRT. We would build awareness of this historic moment for weeks in advance with radio and television station affiliation and promotion, PSAs and paid/sponsored advertising.


VII. Marketing Materials

Print

We believe in pursuing a range of design and creative approaches while developing any campaign. Because the LVRT requires a "roll-out" campaign (Pre-Construction, Ground Breaking and Ribbon Cutting) with awareness, education and fundraising messages, we chose print advertising to show examples of different directions for different phases and audiences.

Collateral

Printed Collateral would include two bi-fold brochures introducing the project and espousing the benefits of the LVRT - one that emphasizes the business and economic benefits and promotes the Mile Markers and Business Partners programs, and one that focuses on the recreational benefits and generally encourages support for the trail for organizations and rack use.

The film packaging will also serve as a form of collateral which is included in our press kits and mailed with letters soliciting sponsorships and partnerships.

We would also produce a one or more promotional posters/banners for display at fundraising events and in key community centers.

Community

As an awareness/education piece, this is intentionally soft in it's messaging. It's focused on the adjoining communities and their benefit from the LVRT. It could be an ad or even a poster hung in towns.

Discover

This is an awareness/fundraising approach with a similar concept to "Community" but a stronger call to action.

Join the Club

This is an awareness/ fundraising approach strong on fundraising. This could be a print ad, mail insert or mailer, email or banner ad.

Invitation

This is an all-embracing awareness piece that could serve as a "ribbon cutting" phase - print ad, poster, mailer, banner or email - for local, regional, down country and organizations.

Invitation 2

Like "Invitation" this is direct and universal in message and could serve as a pretty neat actual invitation to a ribbon cutting.

Rail Down Country

This is targeted for pubs like Vermont Life and Yankee Magazine and the VT Chamber of Commerce magazine, as well as tourism related web banners. It's geared toward phase three of marketing as well as ongoing marketing to build destination visits. As an alternative, it uses the locomotive rather than than the compass graphic.

Rail Long

This has a similar emotional feel to "Down Country" but has a call to action for support.

Rail Rack

This is an example of how a look can be turned into a rack brochure design.

Ties

This is a more aggressive message and call to action for recreational enthusiasts to support the trail.

Ties Rack

This is a rack brochure treatment of the "Ties" concept.

Adventure Movie Poster

This is a poster concept that could be used for display at fundraising events and in key community centers.


Television

We would produce a different TV spot for all three phases of the campaign. It would provide for more creative opportunities and impact as well as "phase specific" messaging to maximize impressions.

We show this story board as an example of the "let the people make the case" approach that we would use in the promotional film. It would be fun to produce concepts around the "hike/bike/ride your caboose off" concept as well as the "Rail Vermont" etc. Based on the brand direction, the TV would be developed and produced with strong strategic and creative ties to the other elements of the campaign.

In our story board "People are Talking" we show an idea for an introductory/awareness spot where we let the people make the case as to the LVRT's importance as we would in the promotional film. The basic concept is a series of Vermonters, each representing a different interest where each continues the sentence of the previous character. It would be shot as shown on white in the studio for a clean "national spot" look and would be shot in 35mm HD. It could have more or less humor or attitude depending on the casting and propping, like a sled dog barking in one of the scenes.


Radio

We would produce a different radio spot for all three phases of the campaign. It would provide for more creative opportunities and impact as well as "phase specific" messaging to maximize impressions.

LVRT "People are Talking”

Like the TV concept, this is a series of people each of who continues the sentence of the person before. It would have bright but subtle music under the voices. As a sixty second spot, it would go a bit deeper.

Guy1: Have you heard about the rail trail...the Lamoille Valley Rail Trail?Woman1: It runs east to west, spanning the breadth of Vermont.Guy2: It will be completely restored for four season recreational use.Guy3: Nearly a hundred miles of incredible snowmobiling where...Woman2: I could ride my horse for miles and still have...Boy: Miles and miles of the most amazing biking ever.Woman3: This is going to be paradise for hikers, runners, walkers...Guy4: Snowshoers..cross country skiers...(Dog barks) yeah, even sled dogs. Woman4: It's going to be great for communities and tourism, too, but we need your support to make the Rail TrailGuy1: A real trailWoman1: To make the rail trail a real trail.Boy: We need your support to make the rail trail a real trail.Guy2: Visit LVRT.org to join the Trail Club...Woman2: Sponsor a mile...Guy3: Or become a partner.Woman3: That's LVRT.org...Vermont's east-west adventure.


VIII. Public RelationsWhile advertising is largely immediate in its impressions, free media and editorial coverage take longer to develop.With this in

mind we would immediately develop a creative, dynamic press kit containing a project history and overview, the film, powerful photography, and collateral and deliver it to every Vermont publication, broadcast outlet and related organization and web site. We would also target a comprehensive list of down country publications, broadcast outlets and related organizations and web sites. We would seed the regional and down country media in advance of the marketing campaign.

In order to give maximum support to the marketing campaign and to maximize exposure, we would also focus the main PR campaign around the three phases of the marketing campaign

Phase One

Winter 2010. Distribution of the new press kit will be the first phase of the PR campaign in order to anticipate and compliment the initial media marketing campaign to raise awareness and support the initial fundraising campaign.

Phase Two

Late Spring/Early Summer 2010. This would capitalize on the official start of the project. The project launch is ripe with marketing/PR opportunities. It could be an unconventional ground breaking ceremony, great photo-ops, in late spring/early summer. We would support the period before and after the project launch with a mix of TV, radio and print as well as comprehensive PR in order to maximize free media and editorial coverage.

Phase Three

This would depend on the completion of the LVRT and would be a gala event. There could be synchronized ribbon cuttings in St. Johnsbury and Swanton, a highly publicized winter or summer relay covering the entire trail. Imagine being one of the first people to take part in the first traverse of the LVRT. We would build awareness of this historic moment for weeks in advance with radio and television station affiliation and promotion, PSAs and paid/sponsored advertising. There could also be a VIP event honoring all of the sweat and dedication it took to get here.


In addition: we would issue regular press releases following the progress of the project and announcing milestones.We would utilize social networking and online communities such as Facebook and youtube as well as recreational forums to keep people informed and interested in the trail's progress.

Partial List of Media Contacts for Press Kits and press releases

All broadcast stations and newspapers that serve Vermont

Regional and Travel Pubs:Vermont LifeBoston Magazine, NE Travel & Life, Connecticut Magazine, VtCOC, Hudson Valley Magazine, Yankee

Magazine, New York Times, Boston Globe, Westchester Magazine, Men's Health

Recreational/organization Publications, Websites and Newsletters:Snowshoe Magazine, a1 Trails (Get Outdoors New England), americantrails.com, trails.com, vermontvacation.com, VOGA

(Vermont Outdoor Guide Assoc.), WonderWalks, VT Mountain Bike Assoc., Vermont Bicycle Tours, Bike Vermont, Vermont Horse Council, Equine Journal, VERDA (Vermont Endurance Ride & Drive Assoc.), Green Mountain Club, Snow East, xcountryski-vermont.com, Vermont Mushers Assoc., dogsledvt.com, Runners World

Downcountry Broadcast Boston WCVB, WBZ, WHDH,WFXT Hartford WFSB, WTIC, WTNH Manchester WMUR NE Cable News"Chronicle" on WCVB-Ch.5 BostonThe Boston Channel Travel GetawaysResort Sports Network


IX. Media StrategyThe media buy would follow the 3-phase marketing/PR blitz as outlined above, concentrating our efforts around the Capital

Campaign kick off this winter and the LVRT groundbreaking in spring. While it would be premature to lay out a detailed buy without a sense of LVRT's budget, it would be our intent to get as much public service airtime as possible and to reinforce the PSA campaign with targeted paid campaigns where we can guarantee drive time or TAP placement as the budget allows. This is especially important when station inventory is low, because PSAs can be relegated to overnights and weekends when there are far fewer listeners.

We would develop an integrated media plan that maximizes LVRT's expenditure with the most effective outreach possible. We’d find creative solutions that take advantage of promotions and added value through our station partners that may include strategic alliances to piggyback on the media buys of other advertisers in the market. We've built strong station relationships and have a long history of stretching clients’ reach by creating added value opportunities throughout Vermont.

We would negotiate, place, oversee and audit the media buys to ensure that the LVRT's investment is well managed and protected.

Broadcast

For each phase of the marketing campaign, a PSA would be sent to all tv & radio stations that serve Vermont for statewide coverage. We would audit and track our public service affadavits as diligently as we do our paid schedules to ensure and measure our actual air time.

We would place paid commercials on the state's top 3 television stations – WCAX-Ch.3, WPTZ-Ch.5, and WFFF-Ch.44and on northern regional radio stations to reach the majority of listeners from Montpelier to Burlington to St. J. The mix would

likely include buys on WNCS, WDOT, WLFE, WMOO, WOKO, WLVB, WSTJ, WKXH, WGMT, WDEV, WEZF and/or WIZN.

We would recommend an affordable Vermont Public Radio sponsorship to reach the most community and cause-oriented listeners in the state.


Print

We would run half page newspaper ads in as many of the regional papers as LVRT's budget allows for each phase of the marketing effort:

･Burlington Free Press･Seven Days

･VT Daily News･Barre Times Argus

･Caledonian Record･Stowe Reporter

･Morrisville News & Citizen･The County Courier･Barton Chronicle

We would also explore advertising opportunities in regional travel magazines such as the Vermont Chamber of Commerce's two vacation guides, Vermont Life, Yankee Magazine, NE Travel & Life, the Day Hiker's Guide to Vermont, etc.

We would invest in on line advertising on popular tourism sites such as VTCOC, VT Tourism, voga.org, VermontVacation.com, VSAA, etc.

IX. Budget Estimate While it is difficult to put a price on our services without a sense of the overall budget or term length of the proposed

relationship, we are confident that we can provide the initial fundraising strategies, creative and production, media planning, and public relations services for $40,000 to $60,000. Because we own our own production facilities for all media including broadcast, we can completely control costs in house while designing, shooting and producing at the highest levels. We would work within your budget and accomplish all of the goals as set forth in this proposal in a way that will give LVRT the most impact and return on your investment.

For more information, please contact:

Kristen Smith, Vice PresidentThe Imagination Company

[email protected] x.1


proposal for marketing, public relations and fundraising ... · 920 campbell rd. bethel, vt 05032...

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