Missisquoi Valley Rail TrailMarketing and Wayfinding ProjectRail Trail Council Check In
9/16/19
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THE NEW WORLD OF F&B
Agenda
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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
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THE NEW WORLD OF F&B
Branding & Identity Guide
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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
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KEY MESSAGING & BRAND ATTRIBUTES
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KEY MESSAGING & BRAND ATTRIBUTES
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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
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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
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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
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HOW TO USE LOGO IN DOCUMENTS
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HOW NOT TO USE LOGO
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BRAND COLORS—PRIMARY PALETTE
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BRAND COLORS—ACCENT PALETTE
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TYPOGRAPHY
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THE NEW WORLD OF F&B
Wayfinding Overview
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WAYFINDING SIGN TYPOLOGIES
• Trailhead and Town Kiosks
• Mile Markers
• Trail Directional Signage
• Trailhead Parking
• Caution/Trail Etiquette
• Route Verte/MVRT Connector
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WAYFINDING OVERVIEW MAP
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KIOSK
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MILE MARKER
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TRAIL DIRECTIONAL
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TRAILHEAD PARKING
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CAUTION/TRAIL ETIQUETTE
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LA ROUTE VERTE/MVRT CONNECTOR
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TRAIL FRIENDLY BUSINESS PROGRAM
INTEGRATION
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VAST TRAIL MARKING & NUMBERING?
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THE NEW WORLD OF F&B
Marketing Strategies
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DIGITAL MARKETING
• Trail Website
• Interactive Map
• Social Media
• PDF Trail Map & Guide
• Digital Advertising
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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
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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
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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
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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
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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.
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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
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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
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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
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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.
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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
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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
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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
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THE NEW WORLD OF F&B
Trail Friendly Business Program
Overview
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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
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MVRT TRAIL FRIENDLY BUSINESS
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
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MVRT TRAIL FRIENDLY BUSINESS
PROGRAM FOR BUSINESSES
• 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.
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MVRT TRAIL FRIENDLY BUSINESS
PROGRAM FOR BUSINESSES
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.,
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MVRT TRAIL FRIENDLY BUSINESS
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.
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MVRT TRAIL FRIENDLY BUSINESS
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?
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THE NEW WORLD OF F&B
Rail Trail Roundup Process Video
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RAIL TRAIL ROUNDUP PROCESS VIDEO
https://youtu.be/3GHM6cJMnQU
https://www.youtube.com/user/russroca/videos
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THE NEW WORLD OF F&B
Next Steps
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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