Branding Process & PR Efforts May 2015

Agenda Branding Discovery Process + Next Steps Spring Recap Summer 2015 Plan #onthecircuit

Branding Development #onthecircuit

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) – Marketing – Social Media – Promotional SWAG Q4 2015: Website launch #onthecircuit

Spring Recap: Media, Outreach #onthecircuit

Traditional Media Phoenixville Trail Opening (4/20) Bike to Work Day (5/15) William Penn Foundation + the Circuit (5/18) National Trails Month (June) #onthecircuit

Ramping Up Social Media – Facebook – The Circuit Trails – 159 likes – Twitter – 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 #onthecircuit

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