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.

1. Marketing
Connecticut’s
State Park Rail
Trails
March 31, 2014
Carolyn Hughes
© 2014

2. 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

3. 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
© Intent Design Group 2014

4. 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
© Intent Design Group 2014

5. 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
© 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
© Intent Design Group 2014
Marketing Plan
Airline South, Lebanon

7. 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
© 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
© Intent Design Group 2014
Marketing Plan

9. 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

10. Uses/Activities
© 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:
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
© Intent Design Group 2014
Marketing Plan

12. 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?
© 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?
© 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?
© Intent Design Group 2014
Marketing Plan
Lyman Viaduct, Air Line Trail, Colchester

15. Tagline
Let Connecticut’s State Park
Rail Trails take you places!
Short and sweet, catchy and enticing
© 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
› 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
© 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
› Branding
› Mapping
› Signage
› Web Portal
› Safety
Objectives and Strategies
ALL written and visual design elements; colors,
fonts, materials, etc….
© Intent Design Group 2014
Marketing Plan

18. Branding
› Clear, consistent use
of branding materials
› Brand statement
› 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.
© Intent Design Group 2014

19. 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
A Brand is a Promise
Marketing Plan
ACO
NNECTICUT STATE P
ARK
© Intent Design Group 2014

20. 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
›
A Brand is a Promise
Marketing Plan
© Intent Design Group 2014

21. Branding
Clarify Brand hierarchy
Marketing Plan
© Intent Design Group 2014
ACO
NNECTICUT STATE P
ARK

22. Branding
Written Brand Standards
› All DEEP parks/communications staff
› Partners
Brand Implementation
› DEEP projects
› Condition of grant
awards for partners
under Rec. Trails Program
A Brand is a Promise
Marketing Plan
© Intent Design Group 2014
Junction, Airline South
and Colchester Spur Trails

23. 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
© Intent Design Group 2014
Marketing Plan

24. 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
© Intent Design Group 2014
Marketing Plan

25. 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
© Intent Design Group 2014
Marketing Plan

26. 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
© Intent Design Group 2014
Marketing Plan

27. 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
© Intent Design Group 2014
Marketing Plan

28. Signage
Ø Signage plan
for each trail
Ø Avoid sign
pollution
Highly visible sign; shows allowable uses
Strategies
© Intent Design Group 2014
Marketing Plan

29. 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
© Intent Design Group 2014
Marketing Plan

30. 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
© Intent Design Group 2014
Marketing Plan
Allow users to submit information about problems they’ve observed
on the trail or at access points through the web portal

31. Safety
Parking uSanitary Facilities uBenches
What to avoid
Marketing Plan
Strategies
© Intent Design Group 2014

32. 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
© Intent Design Group 2014
Marketing Plan

33. Happy Trails! (and trail users)
Hop River State Park Trail
Thank you!
© Intent Design Group 2014

34. Need help?
Thank You!
www.intentdesigngroup.com
carolyn@intentdesigngroup.com
Strategy ~ Facilitation ~ Branding ~ Design ~ Content
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