Branding Process & PR Efforts May 2015

Agenda

• Branding Discovery Process + Next Steps• Spring Recap• Summer 2015 Plan

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Branding Development

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Discovery Process• February 2015 – May 2015 • Engaged Eastern Standard

• Branding discovery process complete– Audit of existing communications

– Audit of parallel organizations and websites

– Discovery meeting with Coalition co-chairs

– Stakeholder questionnaires: Steering committee and Coalition members

– End-user survey (Rails to Trails)

– End-user telephone interviews (BCGP)

– Technical discovery (for website)

– Website personas and KPIs developed #onthecircuit

Discovery Takeaways• What Does the Primary Audience Want?

– Primary audiences use the Circuit overwhelmingly for access to bicycle and running/walking trails,

– Primarily to exercise for their health while enjoying nature

• What Do They Currently Think?– 57% of respondents to our survey were not aware of the Circuit– Nearly 99% of respondents are trail users

• What Do We Want Them to Think?– Campaign should reinforce that the Circuit offers users what they want

(exercise activity in nature)– Must drive home a stronger level of awareness about the Circuit,

increasing knowledge of the makeup and diversity of the trail system– Efforts should also raise awareness beyond the region about this

impressive and extensive trail resource#onthecircuit

Discovery Takeaways• What Do We Want Them to Do?

– We want more people to use the trails more frequently and understand that each trail is part of the Circuit

– We want to create more brand ambassadors and advocates for the Circuit who help support efforts to complete and promote the Circuit

– Visit the website, where they can: • Find information on Circuit and individual trails• Trip plan• Find events• Connect with other users and advocates• Stay updated on trail, Coalition developments• Subscribe to Circuit community

NOTE: Day trips and short regional weekend getaways account for nearly half of all travel in the United States today. We want regional travelers to think of the Circuit as a destination or as a means for reaching their destination.

#onthecircuit

Next Steps

• Summer 2015: Development of brand campaign and potential assets– Print Collateral (rack card, brochure, post card)

– Outdoor Media (billboard, bus-wrap, retractable banner)

– Print Media (traditional print advertisements)

– Digital Advertising (web advertisements)

– Email Marketing

– Social Media

– Promotional SWAG

• Q4 2015: Website launch#onthecircuit

Spring Recap: Media, Outreach

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Traditional Media

• Phoenixville Trail Opening (4/20) • Bike to Work Day (5/15) • William Penn Foundation + the Circuit

(5/18) • National Trails Month (June)

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Ramping Up• Social Media

– Facebook – The Circuit Trails – 159 likes– Twitter -- @circuittrails – 73 followers– Instagram – thecircuittrails – 38 followers

• Connectthecircuit.org– Blog posts– Monthly Newsletter– Itineraries (PEC)

• Convention + Visitor Bureau Meetings– Visit Philly– Valley Forge Convention & Visitors Bureau– Chester County Conference & Visitors Bureau– Visit South Jersey

• Circuit Videos (Tri State Transportation)#onthecircuit

Summer 2015 Plan

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Social Media

Activate, two-pillar approach

• On the Circuit! – You’re #onthecircuit! Get #onthecircuit! Join me

#onthecircuit!– Promoting trail use – Brand-building

• The Circuit is for everyone, for everything– “The Circuit is a commuting route, a town square, gym,

playground, meeting place, a conduit to rivers and parks.”– You don’t have to be a weekend warrior or fitness fanatic

to use and enjoy it– Highlight users of all types #onthecircuit

Grassroots Efforts• Pop Up Circuit Trail Teams

– At Coalition member events– “Drop by’s” on trails– 3-4 “pop up” team members

• Give out swag• Encourage social media engagement• Drive #onthecircuit

• Let us know what you’re planning!

#onthecircuit