Mountains-to-Sea Trail Marketing Plan P rom otin g N o rt h C a ro li na ’s Fla gs h i p L o n g D is ta n ce TraAPPENDIX il
i
Mountains-to-Sea Trail Marketing Plan Spring 2016
PRODUCED for
PRODUCED BY
815 W. KING STREET, SUITE 2 BOONE, NORTH CAROLINA 28607 828.386.1866 WWW.DBDPLANNING.COM
Acknowledgements Friends Board of Directors & Friends Staff
This plan was funded through the generous support of the Underserved and Limited Resource Communities Program of the Rural Economic Development Division, NC Department of Commerce.
photo by Emma Hileman-
Explore North Carolina, From the Mountains to the Sea.
contents
CHAPTER 1: INTRODUCTION......... 1
3.4 Print Material....................................................... 20
APPENDIX.................................... 43
1.1 Introducing the MST.............................................. 2
Maps.......................................................................... 20
Research Findings.................................................... 44
1.2 Marketing Plan Purpose & Objectives......... 5
Trail Guides..............................................................21
3.5 Digital Marketing................................................23
Stakeholder Interviews.................................... 44
Website.....................................................................23
Interview with a British MST thru-hiker................................................................ 46
Email Marketing....................................................25
Focus Group Survey Results..........................47
Social Media...........................................................26
Focus Group Notes.............................................61
CHAPTER 3: MARKETING RECOMMENDATIONS................... 13
3.6 Trail Signage.........................................................32
Target Audience Research...............................71
3.7 Media Outreach.................................................. 34
Tier One & Tier Two Towns/Counties...............72
3.1 Target Audiences..................................................14
3.8 Events......................................................................36
Recommended Highway Sign Locations.......74
3.2 Key Messaging......................................................15
3.9 Partner Assistance Strategies......................38
DOT Trail Signage Study........................................75
CHAPTER 2: IMPEDIMENTS TO TRAIL USE...................................... 9 2.1 Eight Impediments to Trail Use..................... 10
3.3 Brand Identity.......................................................18
Logos & Design Guidelines..............................19
MST Marketing Plan
photo by Ashley Masingale
Explore North Carolina, From the Mountains to the Sea.
1 This plan provides a comprehensive marketing strategy for promoting North Carolina’s Mountainsto-Sea Trail
Introduction In September 2014, the Friends of the Mountains-to-Sea Trail (Friends) hosted a “trail towns” conference. It was there that a group of 77 tourism, economic, and government leaders from 22 counties and 21 municipal areas encouraged the creation of a marketing plan for the Mountains-toSea Trail.
IN THIS CHAPTER: 1.1 INTRODUCING THE MOUNTAINSTO-SEA TRAIL 1.2 MARKETING PLAN PURPOSE AND OBJECTIVES
1
1.1
INTRODUCING THE MOUNTAINSTO-SEA TRAIL
North Carolina’s Mountains-to-Sea Trail (MST) is a 1000+ mile walking trail that links Clingmans Dome in the Great Smoky Mountains National Park to Jockey’s Ridge State Park on the Outer Banks. The MST route was developed to showcase North Carolina’s beautiful and diverse landscape and culture: mountain vistas; rolling Piedmont farms; picture-postcard colonial towns; weathered tobacco barns; old textile villages; country churches; rushing mountain streams; coastal swamps; hardwood and pine forests; lighthouses; sand dunes; and miles of seashore. Although the ultimate goal is a continuous off-road walking trail, the current route extends 1,175 miles including 680 miles of trail and 495 miles of interim connecting roads. However, if a trail user chooses the alternate 216-mile paddle route along the Neuse River, their MST trail route would extend only 1,010 miles. The majority of the 680 miles of existing trail is comprised of natural surface footpaths constructed and maintained by volunteers using sustainable trail building techniques. In some areas, however, the trail is shared with urban, paved greenways. In addition to hiking, there are some unpaved trail sections that provide for mountain biking and equestrian use. The longest stretch of continuous trail, located in the mountains of Western North Carolina, extends more than 300 miles. Other significant continuous stretches of trail include 105 miles in the Triangle, 75 miles on the Outer Banks, and 30 miles in rural Stokes County, which is located north of Winston-Salem. Because of the diverse landscape it crosses, the MST is not a wilderness trail like the Appalachian Trail or Pacific Crest Trail. In the Mountains, much of the MST is nestled in forests and parks far from towns, but in the Piedmont, Coastal Plain and on the Outer Banks, the MST frequently runs through the rural countryside and regularly intersects with small towns. Thru-hikers often share about the beauty of North Carolina, as well as the people they meet along the way.
2
MST Marketing Plan
The MST has the potential to become one of the most popular trails in the United States and perhaps the world.
A HISTORY OF PROGRESS In the last eight years, 195 miles of new trail have opened, and volunteers, local governments, and land managing agencies continue to make significant progress throughout the state. With the creation of new trail sections, connecting road routes are shifted accordingly. Although gaps still exist, more campsites and lodging options have become available in recent years. With addition of new trail, improved information about how to hike the trail, and increased publicity, more people are using the MST for day-hikes, multi-day trips, and cross-state treks. In 2015, thousands of people used the trail every day and thirteen people completed the statewide trek - some as thru-hikers and some by hiking sections over time.
HOW IS THE TRAIL MANAGED? The NC General Assembly added the MST as an official unit of the State Park system in 2000. However, the MST is a unique park because the State of North Carolina does not anticipate owning much of the land associated with the trail. Instead, the trail is a partnership among NC State Parks, other federal, state and local governments, and nonprofit groups including Friends. Although NC State Parks does not have staff or funds dedicated specifically to the MST, this agency provides critical aid, including planning and technical assistance and the oversight of grants through its funding programs. They also officially designate new sections of the MST. The land managing agencies and local governments in charge of particular parts of the trail are known as segment managers; these entities retain authority on lands within their jurisdiction. Many of these local governments are enthusiastic about being part of a statewide trail system and open to recommendations of ways to promote the trail as a cohesive statewide unit.
THE ULTIMATE TRAIL VISION The MST has the potential to become one of the most popular trails in the United States and perhaps the world, and here’s why:
»» The beauty and diversity of the landscapes crossed by the MST are extraordinary;
photo by Jennifer Marquardt-Leach
Chapter 1: Introduction
3
»» Compared to other popular long distance trails like the Appalachian
Trail, the MST can be hiked in a shorter time and at more times of the year;
»» The MST is located within an easy driving distance of large populations; and
»» The MST route traverses NC’s rural countryside and connects with
many small towns where inexpensive lodging and restaurants can support hikers, especially those who prefer to walk without carrying a heavy pack.
The long-term goal is for the MST to become an entirely off-road trail. While the enjoyment and needs of long-distance hikers will be continually evaluated as part of trail development, Friends recognizes that the majority of trail users will be day users. While the entire trail will be enjoyable for hiking, some sections of the MST may also include biking, equestrian, paddling or other permissible greenway uses. Friends envisions campsites located approximately every ten-miles along the trail. In addition, communities along the route are encouraged to provide other amenities for trail users such as parking, lodging, restaurants and supplies, while further supporting the scenic beauty, ecological values, and quiet enjoyment of the MST.
At this time, Friends is the only entity with a mission, staff and funding to focus on the entire trail statewide. It accomplishes its mission through three (3) major programs
1
TRAIL INFORMATION
Friends provides information about how to hike the trail through its website, maps, and trail guides. Friends also works to improve the hiking experience – identifying and opening campsites, providing road and paddle routes to connect sections of completed trail, and recruiting “trail angels” who can help thru-hikers on their statewide treks.
2
VOLUNTEER COORDINATION
Friends recruits, trains, organizes and recognizes volunteers and provides them with most of the tools they need to build and maintain trail statewide as well as on other trail projects.
3
FUNDRAISING, PROMOTION & ADVOCACY
Friends raises funds to support, build and maintain the trail from a variety of sources including individuals, corporations, foundations, governments and special events. It educates and promotes the trail through its website, e-newsletter, social media, annual report, events, media outreach and other methods. It serves as an advocate for the MST.
4
MST Marketing Plan
1.2
MARKETING PLAN PURPOSE AND OBJECTIVES
The MST Marketing Plan was developed in response to a request of 77 tourism, economic, and government leaders from 22 counties and 21 towns who attended a Friends conference on “trail towns” in September 2014. The conference provided information about the MST, other successful long-distance trails, and their positive impact on the economic vitality of small towns. When Friends asked what they might do to assist small town leaders to help promote the MST, the top recommendation was to create a comprehensive marketing strategy to assist Friends and its partners to educate and attract new trail users.
NC COMMERCE PARTNERS WITH FRIENDS TO DEVELOP MARKETING PLAN In January 2015, the NC Department of Commerce awarded Friends a grant to develop this plan through their Program for Underserved and Limited Resource Communities. NC Commerce recognizes that with success of the MST, the state, and particularly its rural communities, could reap significant economic benefits. Working in tandem with NC Commerce, Friends and its partners began the marketing planning process with specific objectives in mind, including:
A. Increase the number of people using the MST to explore new parts of North Carolina for short trips – including one-day, weekend and week-long trips.
B. Increase the number of people completing the entire MST. In consideration of completion rates for other long distance trails, it is realistic that the number of MST completers could grow to 500 or 1,000 per year.
C. Increase the number of visitors to the sections of trail located within economically distressed areas of North Carolina
Some of the most beautiful sections of the trail are located in counties deemed “economically distressed” by NC Commerce. Trail users visiting these areas can be expected to provide a boost to local economies through expenditures on lodging, food, supplies and visits to other attractions in the area.
TECHNICAL CONSIDERATIONS To further support the core marketing objectives, this plan provides analysis and specific recommendations related to the following:
1. Overcoming impediments to trail use; 2. Branding position, including logo, detailed design guidelines and key messages for implementation by Friends;
3. Marketing effectiveness of the Friends website, print materials, social media sites, and trail signs;
4. Areas of marketing concentration to best reach target audiences; and
5. Recommendations for partners and stakeholders to assist in promoting the trail.
Currently, the trail is mostly used by people who live nearby or who happen upon the MST when they are traveling. The most heavily used sections are in Asheville, Durham and Raleigh and within state and national parks. The goal is to effectively develop and promote the trail so the unique resource itself will draw visitors to equally beautiful, but less known areas.
Chapter 1: Introduction
5
photo by Christine White
6
MST Marketing Plan
MARKETING PLAN PROCESS The marketing plan process extended from August 2015 through May 2016 and included the following four (4) major parts:
AUG – SEPT
2015
DIRECTION SETTING & STAKEHOLDER INTERVIEWS • Conducted a situational analysis and assessment of the “state of the trail” • Explored MST opportunities, challenges, tourism resources, etc., through a series of interviews with Friends and state-level stakeholders
OCT – FEB
2015/16
MARKETING PLAN FRAMEWORK • A marketing plan framework was developed to help determine key questions to be included in the Consumer Research and Testing phase • Identified target markets and drafted key marketing materials for testing
DEC – FEB
2015/16
CONSUMER RESEARCH & TESTING • Partner Research. Five (5) focus group sessions were conducted throughout NC with pertinent tourism development authorities, destination marketing organizations, local government representatives, and land managing agency partners. • Internal Consumer Research. (Friends members) An online survey for Friends members and affiliates who represent the MST core target audience. 1,050 responses were completed. • County Tourism Leader Interviews. To identify opportunities to promote trail segments in partnership with DMOs, interviews were conducted with tourism leaders in three MST counties.
MAY
2016
FINAL PLAN DELIVERY
Chapter 1: Introduction
7
photo by Roger Chiou
Explore North Carolina, From the Mountains to the Sea.
2
Impediments to Trail Use The strategic marketing direction will aim to overcome the impediments to trail use.
The content for this chapter is the result of extensive stakeholder research. Eight (8) primary impediments to trail use are identified and serve as the foundation for marketing recommendations in the subsequent chapter. (Research details can be found in the Appendix.)
IN THIS CHAPTER: 2.1 EIGHT (8) IMPEDIMENTS TO TRAIL USE
9
2.1
EIGHT IMPEDIMENTS TO TRAIL USE
Based on stakeholder interviews, and consumer/partner research, the following impediments to trail use have been identified:
1. The perception that the trail cannot be used yet because it is not
“complete.� More than 680 miles of the MST is comprised of actual trail. However, it IS possible to complete a trek across the state by following back roads or an alternate paddle route in the Coastal Plain to connect existing sections of trail. Marketing and promotion efforts must present the trail as a connected route, but also clearly disseminate information about trail character and allow users to easily identify trail sections that meet their interests.
2. Brand confusion between MST & FMST. Friends has historically
used the acronym FMST, prominently displayed in its logo. The website address for Friends is NCMST.org. These different acronyms cause confusion. Marketing and promotion efforts must focus on the Mountains-to-Sea Trail name and the acronym MST, while also recognizing the role of Friends and its efforts to increase monetary and volunteer support.
3. Signage issues. Although the State Park designated trail routes are
generally well marked with the MST 3-inch circular white blaze, many trail heads do not signal users of the MST designation. Also, there are few road signs to direct potential users to trailheads and there are no signs on the temporary connecting road routes. Marketing and promotion efforts must provide clear design guidelines for signs located on the MST designated by the NC State Parks, areas in which the MST shares its route with another trail system, and along temporary sections of the trail that have been designated by Friends.
4. Changing Routes. Frequent shifts in the route as new trail opens
creates on-going expenses and time-consuming effort to provide upto-date trail information. Marketing and promotion efforts must focus on presenting information on the trail through the Friends website and print-on-demand materials, which can be easily updated.
10
MST Marketing Plan
5. Lack of awareness of trail information. Over the last two years, Friends
that impedes trail use is the
has developed up-to-date trail guides and an interactive google map for the entire trail. This planning process provided an opportunity to evaluate the effectiveness of these tools among MST users and identify ways to create more user-friendly and accessible trail information. Marketing and promotion efforts must provide for user friendly and readily available trail information.
idea that the trail cannot be
6. Discomfort with road sections. There are 680 miles of land-based trail
One common misperception
used yet because it is not “complete.�
and 216 miles of paddle trail for people who do not enjoy road walking. This marketing plan provides guidance on how to help people find the sections they find most appealing.
7. Concern that camping, lodging, and places for resupply are not
available along portions of the trail. Although Friends has made great strides in identifying new camping sites and providing information about these resources through its new trail guides and maps, gaps still exist, and in some areas, the types of services may not appeal to all users (e.g., camping on church grounds). Marketing and promotion efforts must help trail users understand the extent of trail support facilities available along various trail sections.
8. Diversity of partners. One challenge to marketing the MST is the
number of land managing agencies and partners responsible for different parts of the trail. Marketing and promotion efforts must transcend these boundaries and provide resources that can be used by all the land managing agencies and partners to market the MST as a single continuous trail.
photo by Roger Chiou
Chapter 2: Impediments to Trail Use
11
photo Billy Hathorn
Explore North Carolina, From the Mountains to the Sea.
3
Marketing Recommendations This chapter serves as the heart of the MST Marketing Plan.
After months of research, identifying impediments to trail use, and testing various possible marketing materials and strategies, the following recommendations provide a comprehensive marketing approach for increasing visitation of the MST, particularly within NC’s rural economically distressed communities.
IN THIS CHAPTER: 3.1 TARGET AUDIENCES 3.2 KEY MESSAGING 3.3 BRAND IDENTITY 3.4 PRINT MATERIALS 3.5 DIGITAL MARKETING 3.6 TRAIL SIGNAGE 3.7 MEDIA OUTREACH 3.8 EVENTS 3.9 PARTNER ASSISTANCE STRATEGIES 13
3.1 TARGET AUDIENCES This section provides a concise overview of the primary target audiences for the MST. These core audiences will remain central to all subsequent marketing strategies.
THE PLANNING PROCESS REVEALED THREE (3) PRIMARY TARGET AUDIENCES FOR THE MST: TARGET AUDIENCE #1: AVID NC HIKERS WHO HAVE HIKED SOME OF THE MST
TARGET AUDIENCE #1 The Target Audience #1 is a particularly well known group due to their accessibility and willingness to share about their hiking enthusiast habits.
CONSIDER THESE FACTS:
1 2
More than 20% live in the cities of Raleigh and Durham They’re active and within the last 12 months: »» 96% hiked
Profile: Avid and deliberate hikers who have hiked 1 to 299 miles on the MST and are seeking longer hikes and new sections to explore
»» 35% paddled
Objective: Encourage this audience to explore new sections of the MST
»» 23% mountain biked
TARGET AUDIENCE #2: AVID VISITING HIKER
»» 56% have hiked two or more times per month
Profile: Avid and deliberate trail hikers from other states and abroad who will travel to explore new trails
»» 34% have backpacked in the last year
Objective: Increase awareness of the MST among trail enthusiasts who live outside North Carolina
TARGET AUDIENCE #3: OPPORTUNISTIC VISITING HIKER Profile: Tourists visiting areas near the trail who are looking for outdoor, unique opportunities to enjoy and learn about the area they are visiting Objective: Work with local destination marketing organizations (DMOs) to provide information to entice this group to visit the trail
»» 27% road biked
3 4 5 6 7
44% usually hike with one family member or friend A majority have hiked between only one to nine miles of the MST; they’re interested in hikes that last only a few hours 56% have dreamed of completing the MST 54% are male A majority are 50+ years of age
See appendix for more in-depth information about this target audience and others.
14
MST Marketing Plan
3.2 KEY MESSAGING This section provides foundational elements for all MST messaging and includes four (4) major parts: 1) Core Messaging Elements; 2) Positioning Statement; 3) MST Main Tagline; and 4) Unique Value Proposition.
CORE MESSAGING ELEMENTS As determined through consumer research and testing, the following message concepts were found to resonate with target audiences.
1. A literal ‘mountains-to-sea’ trail experience that very few other trails offer;
2. The MST intersects with NC’s exceptional natural beauty, landscapes, wildlife, historic places, and Main Streets; and
3. Hiking provides an intimate opportunity to experience all of the above.
POSITIONING STATEMENT The MST is highly accessible, connects the heart of the Blue Ridge Mountains to the extraordinary beaches of the Outer Banks, and provides intimate access to the natural beauty, landscapes, wildlife, history, and people of North Carolina.
MST MAIN TAGLINE The official tagline to be prominently displayed on the website and all MST promotional materials:
“Explore North Carolina, from the Mountains to the Sea”
photo by Peter Wetzel
Chapter 3: Marketing Recommendations
15
UNIQUE VALUE PROPOSITION MST messaging should emphasize the following benefits and points of differentiation in relation to other competing trails. The MST provides its users with a variety of trail experiences and access to small towns and communities, not just wilderness areas. A variety of trail experiences are available along the MST, including remote mountain wilderness, beach walking, handicapped accessible & family friendly sections, coastal plains, paddling, and back roads. In addition, users are exposed to the culture of North Carolina via its small towns and Main Streets. The MST serves as an excellent long-distance alternative to the AT. While still a long-distance trail, the MST is shorter and less difficult than the well-traveled AT. It is also usable during more seasons of the year.
OTHER VALUE PROPOSITION CONSIDERATIONS »» Unparalleled beauty of North Carolina, including the diversity of natural landscapes, wildlife, and historic & cultural sites.
»» While the MST is primarily a walking trail, its multi-use qualities should
not be under-emphasized; multiple uses are an exciting way to experience the trail and should be promoted where possible.
»» The Piedmont, Coastal Plain, and Outer Banks segments provide trail users with opportunities to meet local people and experience small towns.
»» Large sections of the MST can be hiked without carrying a heavy pack. »» Students can complete the MST during the summer months.
MESSAGING APPLIED: THE FRIENDS WEBSITE The Friends website was analyzed to incorporate the above messaging strategy. Here’s some revised wording to be utilized on the current or future Friends website. The NC Mountains-to-Sea Trail is your pathway to the beauty, wilderness and wildlife of North Carolina.
1
THE MOUNTAINS-TO-SEA TRAIL (MST)
As North Carolina’s premier state hiking trail, the MST stretches 1,175 miles from the Great Smoky Mountains to the Outer Banks while passing through North Carolina’s most beautiful landscapes, climbing the tallest mountain peak in the Eastern US, and culminating at the highest sand dune on the East Coast.
2
THE ULTIMATE EXPERIENCE
The Mountains-to-Sea Trail might mean a short family walk or hike near your home, in the mountains, along the Blue Ridge Parkway, in the Piedmont, or along a remote beach. It might also include a weekend wilderness-backpacking trip with friends. For long-distance hikers, it could be a challenging and inspiring trek through some of America’s most beautiful territory; leading 1,175 miles from North Carolina’s ancient mountains, through the piedmont, to its coastal lowlands and pristine beaches. However you choose to experience the MST and North Carolina’s beautiful landscapes and wildlife, expect to be filled with wonder and joy.
16
MST Marketing Plan
3
4
AN AMERICAN EXPERIENCE (for international audiences) Discover North Carolina’s official state trail connecting the heart of the Appalachian Mountains to the beaches of the Atlantic seashore, while providing easy access to the beautiful landscapes, wildlife, and culture of the Southeastern United States. The MST climbs the tallest mountain peak in the Eastern US, and culminates at the highest sand dune on the East Coast.
FRIENDS OF THE MST Friends of the Mountains-to-Sea Trail is comprised of an ever-growing group of citizens and volunteers who support the MST, an official unit of the North Carolina State Park system. The Friends network extends across North Carolina and its volunteers build and maintain trail, help their communities establish new sections of trail, and provide assistance and hospitality to trail users. Please consider how you might help support the trail. Plan your hike. Become a member. Volunteer.
Start exploring North Carolina, one step at a time!
photo by Akshay Chandakkar-
Chapter 3: Marketing Recommendations
17
3.3 BRAND IDENTITY, LOGO, AND DESIGN GUIDELINES
A clear brand identity establishes message consistency, reduces brand confusion, and places primary emphasis on the MST name. This section begins with an outline of general brand identity directives. Subsequently, specific recommendations are provided for the use of logos.
GENERAL BRAND IDENTITY DIRECTIVES
MST LOGOS AND GUIDELINES The following three (3) logos and accompanying design guidelines will be used to promote the trail and Friends organization.
LOGO: STATE PARK DESIGNATED TRAIL Used to identify State Park-designated sections of trail; serves as the official NC State Parks MST logo.
The following general directives will help establish brand consistency:
»» Lead all digital and print communication with reference to the complete trail name, Mountains-to-Sea Trail or the abbreviation, MST.
»» Cease to use the acronym FMST in all Friends promotional material. »» Refer to the organization as Friends of the Mountains-to-Sea Trail or Friends when a shortened name is required.
»» Acquire www.mountainstoseatrail.org and/or similar domains for the Friends website.
»» Redirect hits on www.ncmst.org to the new url. »» Update all social media sites to use the name “MST or Mountains-toSea Trail”, not Friends or FMST, for brand consistency.
»» Incorporate and promote the hashtag #MountainsToSeaTrail within
promotional material and social media posts; this hashtag already has grassroots adoption on Instagram.
»» Although communications will lead with the Mountains-to-Sea Trail
name to help people find information they need, clearly identify that the website, social media sites and print communications are provided by Friends.
»» When State Parks adds information about the MST on its website,
Friends should include links to that information from its website and other communication platforms.
18
MST Marketing Plan
LOGO: FRIENDS The Friends logo has been created to minimize the “F” and focuses more on the “MST” name. This logo design is intended to eliminate some of the brand confusion between Friends & MST while still reinforcing the MST name.
LOGO: TEMPORARY TRAIL ROUTES DESIGNATED BY FRIENDS Used to identify Friends-designated sections of trail; serves to promote sections of trail and temporary connecting routes that have not been officially designated by State Parks.
FRIENDS LOGO DESIGN GUIDELINES The logo design guidelines describe appropriate ways to use the logo and their specific fonts and colors.
FRIENDS LOGO: PRIMARY HORIZONTAL FORMAT
FRIENDS LOGO: SECONDARY FORMAT (ABBREVIATED)
for applications that require or lend themselves to a horizontal format (i.e., letterhead, etc.)
FRIENDS LOGO: ICON/MARK FRIENDS LOGO: PRIMARY VERTICAL FORMAT for applications that require or lend themselves to a vertical format (i.e., hats, etc.)
»» Horizontal and Vertical format logos may be used interchangeably. Both formats are the official logo of the organization.
»» Secondary Format should be used in applications where the full logo and/or name of the organization has been established (i.e., promotional materials, etc.)
»» Logo colors must comply with Color palette standards
TEMPORARY TRAIL ROUTES LOGO/SIGN DESIGNATED BY FRIENDS
»» Logo may not be used on a black (or other dark) background »» No special effects may be applied to any format of the logo (i.e, drop shadows, etc.)
»» Logo Icon/Mark may be used alone only when the full logo has already been established (i.e., watermark on a background or photograph, etc.)
Chapter 3: Marketing Recommendations
19
3.4 PRINT MATERIAL This section provides marketing direction for two (2) crucial trail user tools: 1) Maps; and 2) Trail Guides. Not only must these resources be easy to use and functional, they must also effectively present the MST brand identity.
MAPS Consumer research indicates that Target Audience #1 desires printed maps for both trip planning and while on the trail. There are two primary challenges with producing detailed, printed hiking maps for the MST:
AT THIS TIME, ONLY PORTIONS OF THE MST (SEGMENTS 2, 3, 4 AND 10) HAVE MAPS USABLE FOR PLANNING OR HIKING AN MST TRIP. Focus group research indicates that MST users prefer two primary map styles:
1 2
Rick Cobb’s MST Segment 10 (West) Map; and The Appalachian Trail pocket fold map.
1. The MST route is constantly changing as new trail opens and road routes shift accordingly; and
2. The MST is an extensive trail that requires a significant map series to present the entire trail at a useful scale.
MST maps should be waterproof, pocket-sized, and should incorporate the new MST branding style. In addition, the map should highlight the following features:
1. Campsites 2. Allowable trail uses 3. Water sources 4. Parking 5. Directions or road names leading to trail access points should be
Rick Cobb’s MST Segment 10 (West) Map
readable
6. Trail angels/hostels/shuttles
Appalachian Trail Pocket Fold Map
20
MST Marketing Plan
MST PRINT COLLATERAL: AND THE SURVEY SAYS… The MST target audience is VERY LIKELY to use the following types of information accordingly:
FOR PLANNING A TRIP
1
Printed Map - 76%
2 3 4
Printed Trail Guide - 67% Online Trail Guide - 67% Online Map - 62%
WHILE ON THE TRAIL
1
Printed Map - 82%
2
Printed Directions – 60%
TRAIL GUIDES The existing MST Segment Trail Guides tested particularly well among MST hikers and backpackers. Friends must continue to improve this valuable resource and provide for the following additional features to support trail users:
1. Medical Emergency access 2. Mileage on a cumulative basis 3. Distinguish between trail and road 4. Mileage scale on map 5. Show trail angels/hostels/shuttles on maps 6. Elevation profile – only the 1st eight (8) sections have this 7. Locate campsites on maps 8. Info about local outfitters and outdoor related non-profits such as river keepers who could provide info on river conditions.
9. River access points and classification of paddling conditions
S!
E ID
L AI
GU
TR COME GET YOUR TRAIL GUIDES! TR AIL GU IDE S! Trail guides are available via free download on the Friends website.
Chapter 3: Marketing Recommendations
21
Trail Guide considerations and marketing recommendations:
1. Incorporate the new MST branding style as new guides are developed; 2. Keep guides on the website for direct download (perhaps only for dues-paying members);
3. Compile guides into three regional guidebooks (mountains, piedmont, and coast), which could be purchased in print format;
4. Retain individual guides for the most popular segments (e.g., Segments 2 - 5, 7 - 10).
5. Advertise the guides through Facebook and Google ads to drive traffic to the Friends website;
6. Retain a book distributor to distribute the guides through retail and
wholesale outlets, magazine trade, outdoor retailers, museum and gift shops, online retailers, and library outlets in the United States, Canada and overseas;
7. Promote each trail segment, including its unique qualities and advertisers, through regular social media posts; and
8. Encourage Destination Marketing Organizations (DMOs) and
promotional partners to promote the trail guides to their visitors.
9. DMO’s can promote MST trail guidebooks by: »» Providing a link to downloadable or online versions »» Promote trail guidebooks on social media »» Making printed trail guidebooks available to visitors.
SEGMENT 5 TRAIL GUIDE
22
MST Marketing Plan
FOCUSED DIGITAL MARKETING STRATEGY Research and testing revealed that MST target audiences would be interested in exploring new parts of the MST, provided they could:
Digital marketing platforms must be user-friendly, highly functional, and be presented in concert with the overall MST brand identity. Friends must direct its limited capacity toward three (3) primary digital elements – this section is organized accordingly: 1) Website; 2) Email Marketing; and 3) Social Media.
WEBSITE This section, which provides guidelines for developing the future Friends website, is organized into three (3) major parts: 1) Website Overall Objectives; 2) Website Major Features; and 3) Online interactive map.
Access quality information about trail locations.
WEBSITE OVERALL OBJECTIVES The future Friends website must accomplish the following objectives:
THE FRIENDS
^
^
EXPLORE THE TRAIL
MOUNTAINS–to–SEA NORTH CAROLINA STATE TRAIL
DONATE
^
2
Experience more of NC’s natural beauty and wildlife and visit parts of NC they had never been to before; and
GET INVOLVED
^
1
3.5 DIGITAL MARKETING
»» Mobile friendly and fully responsive »» New URL »» Resolve brand confusion: Friends vs. MST »» Primary purpose: serve as the go-to, centralized source of trail information and inspiration
»» Secondary purpose: help users easily learn how to get involved in
building, protecting, and promoting the trail, including information about how to become a Friends member and volunteer
»» Present the MST in logical and consumable trail segments »» Encourage people to sign up for email newsletter Explore North Carolina, One Step at a Time.
WEBSITE MAJOR FEATURES Major features of the new Friends website will consist of the following:
»» Prominent Tagline to by displayed on Homepage: “Explore North Carolina, from the Mountains to the Sea”;
»» Bold headings and full-screen images to visually and emotionally communicate full-day and multi-day hiking & camping, and an experience of natural beauty, landscapes, wildlife, and interesting places of NC;
Chapter 3: Marketing Recommendations
23
»» Prominently display an MST promotional video on the homepage that
emphasizes the MST brand identity, key messages, and visual highlights of the natural landscapes, wildlife, and interesting places that are accessible from North Carolina’s premier hiking trail;
PROPOSED WEB PAGE CONCEPTS
»» Provide clear “calls to action,” to include a clickable button at top for “Plan Your Hike” & “Support the Trail”;
»» Present a Suggested Day Trip & Itineraries page with the heading
thru-hiking
walking
backpacking
greenway
paddling
1150 MILES
718 MILES
378 MILES
50 MILES
249 MILES
“Choose Your Adventure”.
»» Provide clear options for site users to explore the trail by BOTH: »» Geography (Trail Segments) »» Allowable trail uses
mtn biking
road biking
horseback riding
towns
historic site
10 MILES
454 MILES
27 MILES
25
24
ONLINE INTERACTIVE MAP The current Google interactive map maintained by Friends can be improved and should remain a staff priority. However, as Friends and trail use continues to grow, Friends will need to consider a more robust and functional platform for its interactive map. Specifically, Friends should consider ESRI’s Story Map platform (https://storymaps.arcgis.com/en/) and could likely attract a GIS intern to help develop this resource.
CHOOSE YOUR TRAIL SEGMENT
In the meantime, survey and focus group research suggests that Friends can improve the existing interactive map by:
»» Providing clearer directions about how to use the interactive map features;
»» Highlight trails that intersect with the MST; »» Improve the accuracy of detailed views; »» Highlight river access points on map, including water levels, dams, and take-outs;
»» Show legal camping areas and lodging options; »» Show how to connect to the trail from identified parking areas; »» Providing a feature in which users can look at only a single segment; »» Providing for social media integration to allow sharing and linking;
24
MST Marketing Plan
GREAT DAY HIKES & ITINERARIES SEGMENT 1 CLINGMANS DOME
Clingmans Dome to Fork Ridge Trail
SEGMENT 2 SKINNY DIP FALLS
Graveyard Fields to Look Glass Rock Overlooks
Distance: 4.0 miles Difficulty: Strenuous Land manager: Great Smoky Mountains National Park Nearest Town: Cherokee Suggested Itinieraries: Click here for itineraries
Distance: 2.3 miles Difficulty: Strenuous Land manager: Nantahala National Forest and Blue
Description: Segment 1 Trail Guide
Description: Segment 2 Trail Guide
Ridge Parkway
Nearest Town: Waynesville Suggested Itinieraries: Click here for itineraries
SEGMENT 3 RATTLESNAKE LODGE
Bull Gap to Rattlesnake Lodge Overlooks Distance: 1.6 miles Difficulty: Strenuous Land manager: Blue Ridge Parkway Nearest Town: Asheville Suggested Itinieraries: Click here for itineraries
Description: Segment 3 Trail Guide
SEGMENT 4 THE CHIMNEYS
Wolfpit Road to Table Rock
SEGMENT 5 MOSES CONE PARK
Moses Cone Park
Distance: 6 miles Difficulty: Strenuous Land manager: Pisgah National Forest Nearest Town: Morganton and Linville Suggested Itinieraries: Click here for itineraries
Distance: 5 miles Difficulty: Moderate Land manager: Blue Ridge Parkway Nearest Town: Blowing Rock and Boone Suggested Itinieraries: Click here for itineraries
Description: Segment 4 Trail Guide
Description: Segment 5 Trail Guide
MST MOBILE APP: TO BE OR NOT TO BE Research and testing did not indicate a significant interest in an MST mobile app, but rather highlighted the need for Friends to redevelop its website with mobile optimization. An improved and “responsive” web platform will allow users to easily obtain trail information while traveling or hiking the trail. The site must also allow users to easily view and download maps and guides that are optimized for hand-held devices.
THIRD-PARTY SOLUTION The Hiking Project Mobile App (www.hikingproject. com) provides an inexpensive and streamlined way for Friends to develop a trail guide app for its users. Friends should enter and maintain MST trail information within the Hiking Project or another third-party mobile app platform.
»» Creating a GPS data download feature so data or maps can be stored on a mobile device without cell service; and
»» Providing links to local websites that relate to different trail sections (i.e. chambers of commerce and tourism websites).
EMAIL MARKETING The existing Friends email database is a valuable tool for communicating with users as well as engaging new target audiences. Friends must continue to grow its email-marketing database with its target audiences.
EMAIL MARKETING RECOMMENDATIONS:
»» A clear call-to-action should be placed on the Friends homepage directing site users to sign up for the e-newsletter;
»» The e-newsletter should feature Suggested Day Trips and Itineraries that direct readers to that section of the website;
»» Publish a regular e-newsletter feature called “Wilderness & Wildlife” (or something similar) on a monthly basis to emphasize information about the natural beauty and diverse wildlife of different parts of the trail;
»» Publish all appropriate e-newsletters on the Friends website and social media and share this information directly with promotional partners and DMOs;
»» Encourage the Friends social media community to submit photos and content for use on the Friends’ website, social media, and interactive online map;
»» Invite guest bloggers, such as Jennifer Pharr Davis, to develop content for the “Wilderness & Wildlife” by writing about their trail experiences; and
»» Focus marketing efforts in the state’s most economically distressed
counties, including Swain, Jackson, Ashe, Alleghany, Surry (Elkin), Lenoir (Kinston), and Bladen (White Lake and Elizabethtown).
Chapter 3: Marketing Recommendations
25
SOCIAL MEDIA Social media is an effective way to engage current trail users, as well as to inform and inspire new users about the trail. Two social media sites most utilized by current MST users and partners provide an inexpensive opportunity to identify and reach target audiences interested in the trail. This also provides a fun and engaging way for users to share their experiences on the trail. This section is organized into four (4) major parts: 1) General Social Media Recommendations; 2) Instagram; 3) Facebook; and 4) Trip Advisor.
GENERAL SOCIAL MEDIA RECOMMENDATIONS
»» The Friends social media community should be encouraged to submit photos and content to be used for marketing efforts;
»» Friends must reciprocate engagement from its social followers by commenting, liking, and re-sharing user content. Friends can also follow individual users and further interact with its expanding online community;
»» Friends must identify and engage with influential content creators who maintain large followings and are sympathetic to the Friends mission;
»» Friends should encourage followers to share their own photos and use the MST hashtag #MountainstoSeaTrail.
»» Publicize the official hashtag in the bio section of the MST Instagram
profile, in individual social media posts, on the MST website, and in the e-newsletter;
»» Engage with the community of users by commenting, liking, reposting & featuring images tagged with MST hashtag:
»» Consider using the 3rd party app “Repost” »» Connect with influential MST spokespeople, supporters, promo-
tional partners, and popular Instagram communities to encourage use of the MST hashtag. For example: Diamond Brand, Boone View, WeLoveNC, Blue Ridge Explorer, Blue Ridge Outdoors, Jennifer Pharr Davis, and REI in Raleigh;
26
MST Marketing Plan
»» Network with influential NC outdoor & wildlife photographers to offer
Instagram Takeover opportunities. Example: http://www.blueridgeoutdoors.com/go-outside/instagram-takeover/;
»» Create an Instagram influencer marketing program, which reaches out
to recruit influential Instagrammers who have an interest in generating exclusive content about the MST. Consider naming this the “MST Artist Ambassador Program”;
»» The images generated should be utilized in other MST marketing
materials and the photographers should receive high-level recognition within other Friends marketing initiatives.
LET’S CELEBRATE! THE MST 40TH ANNIVERSARY PROMOTION In 2017 Friends will celebrate the 40th anniversary of the creation of the MST. Let’s not miss a great opportunity to grow the Friends social media following! Let’s take a look at two planned events and their key initiatives:
1. Jennifer Pharr Davis, a noted hiker and author, will be hiking the entire trail from late summer through fall.
»» Jennifer will be creating daily Facebook, Instagram and Twitter posts for Friends and her own distribution;
»» She will create three (3) short videos about special places or events that occur on the trail;
»» Friends will promote all content to its members, the greater hiking community, trail towns, and DMOs/partners and media contacts;
»» Those who meet her along the trail and at events will be encour-
aged to post content about their experiences with Jennifer (#wesawJPDonMST); and
»» Friends will interact with social content posted using this hashtag. 2. “MST in a Day” is an effort to have the entire trail hiked in on a single day.
»» This event will take place on September 9, 2017, the 40th anniversary of Howard Lee’s speech that proposed creation of the MST;
»» Hundreds of MST hikers will be sprawled across the state and trail photo by Bruce Kolkebeck
sharing their photos via Instagram and an event hashtag;
Chapter 3: Marketing Recommendations
27
»» The content generated from this photo sharing will ultimately be
used to create a compilation video of scenes from the entire trail; and
GEO TAGGED IMAGES ON INSTAGRAM
»» Local communities will be encouraged to promote MST in a Day to recruit hikers and celebrate the statewide effort.
INSTAGRAM Instagram will be a primary method for engaging younger members of Target Audience #1: Avid NC Hikers who have hiked some of the MST. 67% of people aged 23 to 30 who answered the survey of Friends members use Instagram compared to 20% of overall respondents. Instagram Recommendations:
»» Recruit an avid Instagram user as a volunteer to steward the Instagram initiative with input from Friends staff;
»» Geo-tag all posted photos with “Mountains-to-Sea Trail”; »» Post 13 times per week at a minimum; »» Post all MST photo contest entries; »» Regularly post photos showing places and events; »» Cross-promote DMOs and other partners on MST social media by
re-sharing their posts and content, utilizing their hashtags, and tagging them in MST posts pertaining to the trail in their county or community;
»» Utilize the following hashtags on ALL MST posts: #VisitNC and #MountainstoSeaTrail
»» Ensure that all DMO partners are aware of the #MountainstoSeaTrail hashtag and encourage and remind them to use this hashtag in all posts pertaining to the MST in their area.
#mountainstoseatrail tagged images on Instagram
28
MST Marketing Plan
FACEBOOK EXAMPLES
FACEBOOK Facebook will be particularly useful for engaging Target Audiences #1 and #2, and DMO promotional partners. A survey of Friends members revealed that Facebook is most effective for reaching women and trail users under the age of 66. (84% of women surveyed use Facebook compared to 64% of men. 80% of people under the age of 66 uses Facebook.) Facebook Recommendations:
»» Recruit a volunteer who is an avid Facebook user and MST fan to steward the page with input from Friends staff;
»» Cross-promote DMOs and other partners on the MST Facebook page by re-sharing their posts and content and tagging them in posts pertaining to the trail in their county or community;
»» Friends should post to Facebook as much as possible; »» Encourage followers to share their own content and tag the MST in personal Facebook posts;
»» Engage the community of users by commenting, liking, reposting & featuring tagged images on Facebook;
»» Create hashtags for specific hikes and encourage participants to share photos and comments about their experience of the day.
Recommendations for Engaging Friends Members:
»» Regularly post news, photos, videos, and updates about activities along the trail;
»» Regularly prompt the audience by asking questions about people’s favorite MST trips, locations and experiences;
»» Create and boost Facebook event pages for all promoted MST events; »» Friends members and Facebook fans should be invited via Facebook; »» MST in a Day Event – Facebook will be used to promote the hike and recruit hikers. As hikers post photos of their individual hikes, Friends will share one per hour.
»» Jennifer Pharr Davis Hiking Event – Friends will promote Jennifer’s progress, events and group hikes on Facebook.
Chapter 3: Marketing Recommendations
29
RECOMMENDATIONS FOR ENGAGING FRIENDS PARTNERS
»» Coordinate with DMOs and partners to generate and share content about the MST in their areas;
»» Tag partners in posts whenever possible; »» MST in a Day Event – Friends will work with DMOs and partners to re-
cruit hikers and promote the hike by providing sharable content about registration and logistics. DMOs/partners will be asked to share photos of hikers in their areas; and
»» Jennifer Pharr Davis Hiking Event – DMOs and partners will be pro-
vided content about her events in their areas and asked to share. For ticketed or member-only events when Jennifer speaks or leads a hike, Friends should create online contests to give away a pair of tickets via DMOs’ social media outlets.
TRIP ADVISOR Trip Advisor is a popular travel-planning tool that provides a significant opportunity to reach both out-of-state and international audiences. Both paid advertising and free promotional opportunities exist on TripAdvisor. TripAdvisor Next Steps:
1. Claim the MST TripAdvisor Page; 2. Post photos & videos - only 3 currently exist; 3. Use widgets or review express (free marketing tools); 4. Periodically ask Friends members and partners via Facebook and the e-newsletter to log on, review, post content;
5. Post photos acquired via MST photo contest; 6. According to Trip Advisor, opportunities may exist for a promotional
co-op partnership with VisitNC and/or other state-level organizations; and
7. Perform an annual review of the MST TripAdvisor page and add
updates, new images, and responses to consumer reviews as needed.
30
MST Marketing Plan
SOCIAL ADS: FACEBOOK AND GOOGLE Friends should develop small-scale Facebook and Google ad campaigns to entice people to sign-up to receive information about great places to hike and experience the “Wilderness & Wildlife” of NC.
photo by Madeleine McBroom
Chapter 3: Marketing Recommendations
31
3.6
PROPOSED SIGN CONCEPTS
TRAIL SIGNAGE
Although the trail sections of the MST are relatively well marked with 3” white circle blazes, signs and kiosks at trailheads are less frequent and certain MST segments that share routes with other trail systems, such as those in Raleigh, Clayton, and Smithfield, are not clearly identified as a part of the MST. In addition, there are few roadway signs directing potential trail users toward trailheads or identifying temporary MST routes along roads.
Friends Signage for Designated Sections
SIGNAGE RECOMMENDATIONS »» Identify and develop a GIS database of where trailhead signs and ki-
osks, directional road signs, and road-route marking signs are needed for each segment;
»» Request that the Elkin Valley Trails Association install signs on the tem-
'LUHFWLRQDO 5RDG 6LJQ
7UDLO +HDG 6LJQ
.LRVN
5HDVVXUDQFH %ROODUG
&RQÀUPDWLRQ %OD]H RQ 7UHH
Friends Signage for Shared Trails
porary road sections in Segment 6 before the 2017 Annual Meeting;
»» Select at least one priority site per segment for improved signage each year;
»» Request that MST signs be installed along the Raleigh, Clayton, and Smithfield shared trail sections;
»» Promote Sharon McCarthy’s fun video, “Follow the White Dots” as a way to raise awareness of the MST’s blaze;
»» Use MST in a Day efforts to paint blazes on utility poles along the road
Directional Road Sign
Kiosk
Bollard with Blaze
&RQÀUPDWLRQ %OD]H RQ 7UHH
route.
Friends Signage for Interim Connecting Routes
THE OFFICIAL NCDOT MST ROAD SIGN Friends has received approval from NCDOT to use this sign on all road portions of the MST. The associated full report is included in the appendix.
CURRENT ROUTE 32
MST Marketing Plan
Trail Head Signage
Kiosk
Bollard with Signage
&RQÀUPDWLRQ %OD]HV on Tree
ROAD SIGNS DIRECTING TRAFFIC TO TRAILHEADS Because thousands of cars pass near the trail at certain points throughout the state, MST way-finding signs should be installed on the major roadways nearest to the MST pointing drivers in the direction of the trail. Specific suggested locations for these signs are listed in the appendix.
TRAIL TERMINUS SIGNS Because thousands of people visit the MST terminus points every year, seek to install signs at Clingmans Dome and Jockey’s Ridge that educate passersby about the MST. Similar to the monument at the southernmost point of the FL Keys, which indicates how many miles the location is from Cuba, terminus signs will serve as premier photo opportunities for people completing or beginning the trail. This feature also educates tourists who may take interest in the MST concept. Key features of the MST terminus signs should include the mileage from the mountains to the sea and, of course, the MST hashtag! (#MountainsToSea) Take advantage of every available opportunity to encourage MST users to post photos to Terminus sign example social media.
BRANDED DIRECTIONAL SIGNAGE The concept of a statewide trail that extends from the mountains to the sea is a unique value proposition that must be emphasized through directional signage. Directional signs should also be placed at significant or popular locations along the trail with an indication of the number of miles to either the mountain or the sea terminus points. In addition, these signs should include the official MST hashtag. (#MountainsToSea)
Road signs directing traffic to trailheads
Sample Branded Directional Signage
Chapter 3: Marketing Recommendations
33
3.7
MEDIA OUTREACH
Consumer research revealed that the most common way (37%) that hikers first learned of the MST was by reading about it online, in a book, magazine or newspaper. Based on this research, the following are recommendations for expanding Friends current public relations initiative to reach an even broader audience.
MEDIA OUTREACH RECOMMENDATIONS »» Particular emphasis should be placed on local media and publications within the Piedmont where the majority of the state’s population is located;
»» Friends should seek opportunities to network with regional Travel Writers and Influencers to write about the MST. This will require the creation of story pitches targeted to individual writers and relevant publications. A list of potential writers and publications can be obtained from VisitNC;
»» Include DMOs and other partners on the media list when distributing press releases about news in their area;
»» Include VisitNC on the media list for all unique stories about the MST
that might interest national/international media and the VisitNC tourism audience; and
»» Seek opportunities for media coverage in the following magazines,
which were each mentioned by more than 10 people in consumer research (see the Appendix for a complete list of all magazines).
»» »» »» »» »»
34
Backpacker Our State Outside Blue Ridge Outdoors NC Wildlife
MST Marketing Plan
»» »» »» »» »»
Trail Runner Trail Rider Sierra AT Journeys Blue Ridge Country
»» Work to establish an MST website link on the following websites, men-
tioned by more than 10 people in the Friends survey (see the Appendix for a complete list of all websites).
»» »» »» »» »» »» »»
NC State Parks AllTrails.com National Park Service Backpacker.com Carolina Mountain Club Appalachian Trail Conservancy Trails.com
»» Seek opportunities to be mentioned on the following blogs and online forums mentioned by three or more people in the Friends survey (see the Appendix for a complete list of all blogs and forums).
»» »» »» »» »» »» »» »» »»
WhiteBlaze.net Trailjournals.com Meanderthals (internetbrothers.org) AppalachianTrails.com GetGoingNC.com and NCHikes.com (Joe Miller blog and website) Bikepacking.com Hikertohiker.com (Danny Bernstein’s blog and website) Linvillegorge.net Sectionhiker.com
Chapter 3: Marketing Recommendations
35
3.8
EVENTS
2017 is the 40th anniversary of Howard Lee’s speech recommending the creation of an NC trail from the mountains to the sea. Friends is planning three events during that year to help raise awareness, encourage people to hike, as well as raise funds and recruit new Friends and volunteers to support the trail. Each of the events can be used as a way to meet goals in other parts of this plan.
TRAIL TOWN MEETING AND ANNUAL MEETING IN ELKIN,, FEBRUARY 3-5, 2017 This meeting will provide an opportunity for DMOs and other partners to learn about trail efforts in Elkin as well as for Friends members to get updates on trail progress. Updates will provide information about new sections of the trail in Surry, Wilkes, and Alleghany counties. Goals for this meeting include:
»» Encourage Target Audience #1 to hike new sections of trail in economically distressed counties; and
»» Feature strategies for partners and DMOs to promote the trail.
JENNIFER PHARR DAVIS A renowned long-distance hiker and author will hike the entire MST beginning in late summer of 2017. Jennifer will share her experience via blog, Facebook, and Instagram. Also, she will speak at eight Friends organized events and lead eight hikes along the route. Goals for this event include:
»» Encourage Target Audience #1 to hike new sections of trail; »» Use Jennifer to raise awareness of the trail among Target Audience #2; »» Work with partners and DMOs to promote the trail among audience #3; and
»» Increase fans on Facebook and Instagram and build the email list.
36
MST Marketing Plan
MST IN A DAY – SEPTEMBER 9, 2017 On a single day, Friends will encourage every part of the trail to be hiked or paddled by at least one person. Goals for this event include:
»» Encourage Target Audience #1 to hike new parts of the trail; »» Work with partners and DMOs to promote the trail to Target Audience #3; and
»» Increase fans on Facebook and Instagram and build the email list.
images from: http://blueridgehikingco.com/
Chapter 3: Marketing Recommendations
37
3.9
PARTNER ASSISTANCE STRATEGIES
Working with Tourism and Land Managing Agencies to Promote the Trail – Reaching Target Audience #3.
MST COMMUNITY PARTNERSHIP INITIATIVE Friends must leverage the ongoing promotional efforts of Destination Marketing Organizations (DMOs) and other tourism promoters throughout the state to increase visibility and promote the MST. DMOs as well as tourism centers and attractions (e.g., the Blue Ridge Parkway and Folk Art Center) produce and provide materials to promote area attractions, which are often directed toward the MST target audiences. Friends must provide DMOs with suggested itineraries for travelers looking for multi-day backpacking trips and day hikes. Friends should concentrate on providing materials and content that will fill this void and help these partners incorporate the MST into their promotional activities. Friends should work to strengthen relationships with all partners. The following steps and information gleaned at focus group meetings should be explored:
THE MST AS A “EUROPEAN-TYPE WALKING” EXPERIENCE? Consumer and stakeholder research indicates tremendous interest in seeing the MST develop as a “European-type walking trail.” In Europe, many popular long distance hiking trails follow routes with inexpensive lodging and food options that allow travelers to walk without carrying a tent or cooking gear. Although many of these services do not currently exist along the MST route, there is clearly an interest in developing the trail in this manner over time.
RECOMMENDATIONS:
1
Friends should pursue this concept as a long-range goal for how the MST can develop, benefit trail communities, and attract a broader audience from around the world.
2
Partner with state and local agencies and pursue grant funding to conduct economic development research and develop strategies accordingly.
3
Conduct a feasibility study and cost/benefit analysis for each MST segment to determine the extent of public and private investment necessary to create such an experience.
»» Distribute new Friends messaging and brand guidelines as well as MST promotional content and logos to all DMOs and PR staff of MST partners (land managing agencies and local governments).
»» These elements should be made easily downloadable from a “DMO Resources” webpage on the Friends website. Friends should resend links to this information on a regular basis as a reminder for utilization.
»» Invite these partners to biennial “trail town” conferences. The next trail
town conference will be held on February 3-4, 2017 in Elkin in conjunction with the Friends annual meeting so they can learn about the trail and coordinate directly with Friends and other partners.
»» Each year invite three DMO staff to serve on a committee to advise
Friends on ways to support all DMOs and partners and select six MST areas to highlight each year.
38
MST Marketing Plan
»» Develop one or more day hikes per trail segment that DMOs and land
managing agencies can incorporate into their own materials. Post these on the Friends website so that partners can link to the information if desired.
»» Work with DMOs to develop weekend itineraries for their areas that
include MST hikes plus lodging, restaurant and other activity recommendations. Include promotional deals from local businesses if the area is interested. To facilitate, Friends should provide ideas and suggestions and share examples from other DMOs/counties. Friends will seek to promote six of these itineraries per year through email, the Friends website and on social media.
»» Friends should explore the option of partnering with DMOs’ local
businesses to develop custom-designed MST tour packages. These packages could be purchased by tourists and linked from the Friends website.
»» Develop digital PDFs for rack cards for each trail segment so that
partners and DMOs can print or post this information at kiosks, visitor centers, local tourism agencies and other locations.
»» In the event that printing is cost-prohibitive for partners, digital PDF versions should be provided as a digital download and linked from partner websites.
»» Rack card designs should include the following elements: »» Summary description of trail segments »» Newly developed MST messaging that places emphasis on the natural beauty and wildlife of NC, including photos of notable landscapes and wildlife within the individual trail segment.
»» A general location map »» A QR code which links to a Friends web page with
information about that segment including the Hiking Project App, day-hikes and itineraries, and how to sign up for email and social media updates
»» Rack Cards should be designed in such a way that allows DMO’s Google images
room to customize the design with their own branding, contact info, and specific lodging info, etc.
Chapter 3: Marketing Recommendations
39
»» Review DMO and partner promotional literature and devel-
op recommendations about how to incorporate information about the MST into that literature. Focus first on segments of the trail in Tier One counties, including Swain, Jackson, Ashe, Alleghany, Surry (Elkin), Lenoir (Kinston) and Bladen (White Lake and Elizabethtown).
»» Seek to access DMO & partner image libraries and content
about: native species, environmental education, and historical sites on and around the MST for usage in Friends promotional and social media materials. Friends must provide proper credit/attribution of images as directed by partners.
»» Add DMOs and partners to media list to receive press releases about events and news about the trail in their area
»» Involve the DMOs and partners in planning and promotion of
the three 40th anniversary celebrations in 2017: the Elkin Annual Meeting/Trail Town conference; the MST in a Day in September, and Jennifer Pharr Davis’ hike of the MST throughout the year.
»» Elkin Annual Meeting/Trail Town Conference will be held
the weekend of February 3rd – 5th. DMOs from all over the state will be invited to the Trail Town segment of the annual meeting and asked to stay on for the weekend-long annual meeting. This is a great opportunity for DMOs to learn more about the trail, network with other towns and learn what others are doing with the trail.
»» MST in a Day will be held Saturday, September 9, 2017.
Friends will work with DMOs and other local partners to inform the public about the hike, recruit hikers, and invite them to host a post-hike celebration if possible in their areas.
»» Jennifer Pharr Davis’ hike will take place late summer
through fall of 2017. DMOs will be invited to attend and promote all of Jennifer’s talks and group hikes, and will be notified of her progress as she nears their areas.
40
MST Marketing Plan
»» Work with DMOs to generate information about each seg-
ment of the MST for the VisitNC website and look for ways to raise visibility of the trail on the VisitNC website overall.
»» County Health Department’s programs should be made aware of the MST opportunities in their area for possible inclusion and publication into their programs to keep employees and citizens healthy.
PARTNERING WITH DMOS ON SOCIAL MEDIA »» Cross-promote DMOs and other partners on MST social media by re-sharing their posts and content, utilizing their hashtags, and tagging them in MST posts pertaining to the trail in their county or community.
»» In an effort to establish goodwill and strong social media
partnerships, Friends should also re-share posts from partners that are non-MST related but that the target audience would find helpful/interesting as they explore NC.
»» The hashtags #VisitNC and #MountainstoSeaTrail should be used on ALL MST posts.
»» All DMOs and promotional partners should be made aware
of the #MountainsToSeaTrail hashtag and should be encouraged/reminded to use it in all posts about the MST in their area.
Friends should work with DMOs to generate information about each segment of the MST for the VisitNC website and look for ways to raise MST visibility on the VisitNC website overall.
photo by Rachel Tutwiler-
Chapter 3: Marketing Recommendations
41
photo by Jennifer Marquardt-Leach
42
APPENDIX
Appendix RESEARCH FINDINGS............................................................................................................................................................................... 44
Stakeholder Interviews.................................................................................................................................................................................................. 44
Interview with a British MST through-hiker............................................................................................................................................. 46
Focus Group Survey Results........................................................................................................................................................................................47
Focus Group Notes...........................................................................................................................................................................................................61
Target Audience Research.............................................................................................................................................................................................71
TIER ONE & TIER TWO TOWNS/COUNTIES............................................................................................................72 RECOMMENDED HIGHWAY SIGN LOCATIONS..................................................................................................74 DOT TRAIL SIGNAGE STUDY............................................................................................................................................................75
APPENDIX
43
RESEARCH FINDINGS STAKEHOLDER INTERVIEWS STAKEHOLDERS INTERVIEWED
»» Friends Board Members »» NC Dept. of Commerce »» NC Dept. of Tourism, Marketing, NC Economic Development Partnership
»» NC State Parks »» MST Trail Completers- Section-hikers & Through-hikers KEY THEMES FROM STAKEHOLDERS INTERVIEWS Focus on Digital
»» The MST needs a consolidated, on-line space for trail information
»» Do not spend money on printed maps. The trail is too big & rapidly changing. Focus on digital.
»» There is great opportunity in digital promotions, such as a trail guide mobile app with Geo-locator.
»» An app could make business community entities known to hikers.
Trail Variety
»» You can decide how you want to experience it. Kayak, bike, hike; beach, mountains, farms, greenways…
»» It’s like create your own adventure, or create your own experience, because it’s so varied and unexplored.
»» Diversity is the character of the trail (Competitive advantage) »» The biodiversity of our state is spectacular.
44
APPENDIX
»» You don’t have to be an expert hiker- different levels - something for everyone- the diversity in the trail is a strength
»» How do you portray the trail when it is so many different things?
Clarity on Alternative Routes - Complete Trail vs. Incomplete
»» Must bridge the gap between “trail is finished” vs. “unfinished” perspectives & how that is marketed
»» Messaging must be that the trail still needs to be finished AND it is walkable now.
»» Avoid messaging that says “this trail is complete” because NC Parks cannot get money to complete it if this is the case.
»» Needs to be clear this is an alternative route. Signage should not say you are “on the trail” if you are on a road section.
»» The trail cannot be promoted as finished. This must be clear in the branding.
»» Must dial in exactly what you are marketing, because you don’t have a complete trail.
Publicize the Need to Complete the Trail
»» Publicize the need for finishing the trail. Why spend resources
to market to thru-hiker as opposed to publicity to help get trail done ?
»» Provide an opportunity for hikers to learn that it’s unfinished & Here’s how you get involved
RESEARCH FINDINGS STAKEHOLDER INTERVIEWS Connectivity and Community Development
»» Economic impact should be our overall objective »» The connectivity will be the greatest catalyst for both the day and thru-hiker. Show the hiker what they are connected to by way of the trail.
»» Create signage that ties into the history or culture of the area. Utilizing local artists/talent. Signs that show what is around them & how far things are.
»» Look at current sections & what is there & what other assets you are connected to.
»» There are 2 different types of trail towns: existing & potential »» What are the amenities that will make people come off the trail
Day Hiker vs. Through-Hiker
»» Must market the trail to people in sections depending on the time frame they have to hike or the location they are in
»» Promote individual trail sections »» Section-hikers are a key audience »» Get people on it & enjoying it first, make them believers. Turn them into supporters.
»» Marketing it in sections is a good thing first. Focus on existing sections first.
»» “At this point we must promote that the trail even exists.” »» Ideal target: vacationers- “Experience NC through the MST”
& into town?
»» UPWARD TREND or “up-tick” in towns wanting to utilize trails as an economic development tool.
»» Tying greenways into downtowns/commerce & revitalization is key now throughout state
»» Signage should emphasize how far you are to the ocean or mountains at any point- (or how many steps)
APPENDIX
45
RESEARCH FINDINGS STAKEHOLDER INTERVIEWS INTERVIEW WITH A BRITISH MST THROUGH-HIKER – THE ONLY INTERNATIONAL MST COMPLETER My introduction to the MST was looking for day hikes off the Blue Ridge Parkway. I printed off a guide from the parkway website, and started following white dots from the Folk Art Center. I didn’t classify myself as a hiker. It was just the thought of how far the trail would go. I don’t recall precisely when I realized just how far the white dots would take me, or that I was on a state-wide trail. I did have issues getting to the trail when the Parkway around Asheville was closed. I google searched trails in North Carolina and found Trailjournals and the NCMST websites. In terms of “competition” then there’s obviously the Appalachian trail - more tradition, shelters and back-up. There’s more of an industry around re-supply and potential support. Also the PCT. I love the GSMNP, but I’m not sure the scenery compares with Yosemite or the Cascades. The weaknesses of the MST from the point of view of a foreign visitor would be the same as those for locals. Camping opportunities are few, though there’s more of a network of supporters. I was grateful for the offer of help with rides out to the trail to cut down on covering distances twice.
46
APPENDIX
Accessibility to either end of the trail is not simple. I’ve generally had a rental car which means that I’ve had that expense, and having to go back at the end of each day. Neither Clingmans Dome nor Jockey’s Ridge are close to an international airport. Raleigh and Charlotte do have international flights, and Atlanta and Washington DC are a day’s drive away. I’ve always been impressed with the friendliness of the local people. Hotel prices are reasonable. It’s possible to get to the trail from downtown Raleigh, Durham, Greensboro and Asheville. Get people following the white dots! The numbers game is another factor. I confess to being motivated to be the first European to be recognized. The total number of completers is still low. Again that’s an issue for people travelling thousands of miles from home and support.
RESEARCH FINDINGS FOCUS GROUP SURVEY RESULTS – MST CONSUMERS Constant Contact Survey Results
When you use a trail, do you usually do it alone or with others?
Survey Name: Marketing Plan - Consumer - FMST List
Number of Response(s) 245
Response Ratio 23.0 %
Just me and my dog
111
10.4 %
With one friend or family member With a group of three or more With a hiking club or meetup group No Response(s)
462
43.4 %
156
14.6 %
65
6.1 %
24
2.2 %
1063
100%
Number of Response(s) 381
Response Ratio 35.8 %
215
20.2 %
Answer Alone
Response Status: Partial & Completed Filter: None 5/3/2016 11:49 AM EDT
TextBlock:
0%
Totals
The first questions in this survey are about how you use trails.
When you daydream about a perfect trail experience, what do you envision?
In the last twelve months, how have you recreated outdoors? (Check all that apply.)
Number of Response(s) 995
Response Ratio 95.5 %
Mountain bike
228
21.9 %
Ride horses
123
11.8 %
Paddle
358
34.3 %
Ride a road bike
275
26.4 %
Other
217
20.8 %
Totals
1041
100%
100%
Number of Response(s) 17
Response Ratio 1.5 %
One to six times
181
17.0 %
Seven to eighteen times
264
24.8 %
Two or more times per month Almost every day
454
42.7 %
129
12.1 %
Answer Hike/walk
0%
100%
In the last twelve months, how often have you used a trail? Answer Never
0%
100%
No Response(s) Totals
18
1.6 %
1063
100%
Answer A few hours on the trail
0%
100%
Six to eight hours on the trail An "ultra" trip that may go into the night A multi-day trip A long distance trek of a month or more No Response(s) Totals
60
5.6 %
257
24.1 %
133
12.5 %
17
1.5 %
1063
100%
In the last year, have you backpacked - carrying your gear and food and camping at least one night? Answer Yes
0%
100%
No No Response(s) Totals
Number of Response(s) 366
Response Ratio 34.4 %
671
63.1 %
26
2.4 %
1063
100%
Would you enjoy using a trail with inexpensive lodging and food along the way so that you could travel for more than one day without carrying a heavy pack? Answer Yes
0%
100%
No No Response(s) Totals
Number of Response(s) 847
Response Ratio 79.6 %
194
18.2 %
22
2.0 %
1063
100%
Page 1
Page 2
APPENDIX
47
RESEARCH FINDINGS RESEARCH FOCUS GROUP SURVEY RESULTS – MST CONSUMERS TextBlock:
Where have you been on the MST? (Check all that apply.)
The next several survey questions are about your experience with the Mountains-to-Sea Trail (MST).
How did you first learn about the Mountains-to-Sea Trail (MST)? Answer 0% A friend or family member told me about the MST. I saw signs along the trail route. I read about it (online, book, magazine, newspaper). I saw or heard something about it on TV or radio. I don't remember.
100%
Other No Response(s) Totals
Number of Response(s) 199
Response Ratio 18.7 %
155
14.5 %
393
36.9 %
17
1.5 %
130
12.2 %
151
14.2 %
18
1.6 %
1063
100%
Answer 0% On trail sections near my home. In the Mountains (Great Smokies to Stone Mt. State Park) In the Piedmont (Elkin to Clayton) In the Coastal Plain (Smithfield to Cedar Island) On the Outer Banks (Ocracoke to Nags Head) I've never been on the MST.
100%
Number of Response(s) 586
Response Ratio 68.7 %
524
61.5 %
308
36.1 %
117
13.7 %
136
15.9 %
Totals
9
1.0 %
852
100%
In your experience on the MST, are there enough blazes and signs to help you easily find your way? 1 = Usually signage is good, 2 = Sometimes signage is good, 3 = Rarely is signage good 1
2
3
Number of Response(s) 840
Rating Score* 1.4
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.
Approximately how many miles of the MST have you explored?
Number of Response(s) 193
Response Ratio 18.1 %
10 to 49 miles
412
38.7 %
Name one or two of your favorites spots on the MST. Why do you like them so much?
50 to 99 miles
174
16.3 %
597 Response(s)
100 to 299 miles
111
10.4 %
300 to 599 miles
27
2.5 %
Answer 1 to 9 miles
0%
100%
600 to 900+ All of it None of it. No Response(s) Totals
7
<1 %
17
1.5 %
106
9.9 %
16
1.5 %
1063
100%
How helpful would you find it to have signs on roads directing you to MST trail heads? 1 = Very helpful, 2 = Somewhat helpful, 3 = Not helpful 1
2
3
Number of Response(s) 926
Rating Score* 1.4
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.
Page 3
48
APPENDIX
Page 4
RESEARCH FINDINGS FOCUS GROUP SURVEY RESULTS â&#x20AC;&#x201C; MST CONSUMERS Most people think of the MST as a foot trail through the woods, but there is more than one way to traverse certain sections, including horseback, mountain bikes, road cycling, and paddling. Do you think we should promote these multi-use experiences or just emphasize hiking? Answer Emphasize hiking
0%
100%
Number of Response(s) 285
Response Ratio 26.8 %
648
60.9 %
130
12.2 %
1063
100%
Promote all the ways people can use the trail No Response(s) Totals
If FMST were to make a trail "passport" that could be stamped at locations along the trail, would you or
your friends or family members be interested in using one to commemorate your travel along the MST? 1 = Very Interested, 2 = Somewhat Interested, 3 = Not Interested 1
2
Number of Response(s) 938
3
Rating Score* 1.9
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.
TextBlock: The next questions are about what information is most helpful to you when you plan and use a trail.
Below are reasons that might lead someone to explore a part of the MST they've never been on before. Please let us know which of these would make you more likely to explore a new area. 1 = Much more likely, 2 = Somewhat more likely, 3 = No difference Answer I could join an organized hike. More campsites were available. Shuttles were available to help me reach lodging or other desitinations. Trail angels were available to provide support if I need it. I had better information about how to find trail heads and directions. It would take me to a part of North Carolina I've never visited before. I could use my trip to see towns, historic sites and other attractions in addition to the MST. I could experience more of North Carolina's natural beauty and wildlife. I could backpack in wilderness areas.
1
2
3
Number of Response(s) 853
Rating Score* 2.1
866
2.0
856
2.1
846
2.2
887
1.6
886
1.6
877
1.7
Please rate the following sources of information according to how likely you would be to use them when you are planning a trip on a trail you have never used before. 1 = Very Likely, 2 = Somewhat Likely, 3 = Unlikely Answer Printed trail guide (book)
1
2
3
Rating Score* 1.4
Online trail guide
894
1.4
Printed map
914
1.3
Online map
875
1.4
gpx or kml track
821
2.3
Mobile App
870
1.9
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.
905
1.3
871
1.8
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.
When you actually are on a trail, which of the following sources of information are you most likely to take with you? 1 = Very Likely, 2 = Somewhat Likely, 3 = Unlikely
Have you ever dreamed of completing the entire MST? Answer Yes
Number of Response(s) 907
0%
100%
No I've already completed the entire trail. No Response(s) Totals
Number of Response(s) 563
Response Ratio 52.9 %
362
34.0 %
14
1.3 %
124
11.6 %
1063
100%
Answer Printed directions
1
2
3
Number of Response(s) 871
Rating Score* 1.5
Printed map
911
1.2
Online directions
787
2.2
gpx or kml track
772
2.4
Mobile App
811
2.1
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.
Page 6
Page 5
APPENDIX
49
RESEARCH FINDINGS FOCUS GROUP SURVEY RESULTS â&#x20AC;&#x201C; MST CONSUMERS TextBlock:
Where do you learn about new trails?
The next questions are about the Friends organization.
1 = Most likely to get info from Answer Friends and family
1
2
3
4
Number of Response(s) 888
Ranking Score* 2.1
Hiking clubs (eg, meetup, Sierra Club, Carolina Mtn Club) Websites and blogs
888
2.9
888
1.9
Magazines
888
3.0
*The Ranking Score is the weighted average calculated by dividing the sum of all weighted rankings by the number of total responses.
FMST currently uses two logos to represent the organization. Which do you most prefer? Answer Logo #1
0%
100%
Number of Response(s) 474
Response Ratio 44.5 %
448
42.1 %
141
13.2 %
1063
100%
If you read printed magazines to learn about trails, please list some of your favorites. 370 Response(s)
If you read websites to learn about trails, please list some of your favorites. 386 Response(s)
Logo #2
If you read blogs or online forums to learn about trails, please list some of your favorites. 177 Response(s)
No Response(s) Totals
Which of the following digital or social media sites do you use?
Number of Response(s) 675
Response Ratio 75.0 %
182
20.2 %
161
17.8 %
Google maps
671
74.5 %
Trip Advisor
322
35.7 %
Youtube
485
53.8 %
Meetup
193
21.4 %
White Blaze
80
8.8 %
Other
54
6.0 %
900
100%
Answer Facebook
0%
100%
Totals
Page 7
50
APPENDIX
The Board of Directors of FMST is considering the possibility of a name change. Please let us know which of the following names most appeals to you. Number of Response(s) 518
Response Ratio 48.7 %
MST Alliance
133
12.5 %
MST Association
116
10.9 %
MST Friends
119
11.1 %
No Response(s)
177
16.6 %
1063
100%
Answer Friends of the MST
0%
100%
Totals
Page 8
RESEARCH FINDINGS FOCUS GROUP SURVEY RESULTS â&#x20AC;&#x201C; MST CONSUMERS TextBlock: The survey concludes with three questions about your demographics and an open-ended comment section that allows you to share any additional thoughts. Thanks so much for completing the survey so we can continue to improve the MST.
Are you?
Number of Response(s) 547
Response Ratio 51.4 %
Female
383
36.0 %
No Response(s)
133
12.5 %
Totals
1063
100%
100%
Number of Response(s) 2
Response Ratio <1 %
Answer Male
0%
100%
How old are you? Answer 17 or younger
0%
18 to 22
2
<1 %
23 to 30
49
5.2 %
31 to 40
120
12.8 %
41 to 50
172
18.4 %
51 to 65
390
41.8 %
66 to 75
171
18.3 %
76 or older Totals
26
2.7 %
931
100%
What is your home town and zip code? Answers City Postal Code
Number of Response(s) 896 911
Please share any additional thoughts about the Mountains-to-Sea Trail and what would help you use and enjoy it more. 353 Response(s)
Page 9
APPENDIX
51
RESEARCH FINDINGS FOCUS GROUP SURVEY RESULTS â&#x20AC;&#x201C; CLAYTON/KERNERSVILLE/NAGS HEAD Constant Contact Survey Results
Would you like to see the MST develop as a European-type walking experience?
Survey Name: Marketing Plan - 4 Focus Groups
Number of Response(s) 48
Response Ratio 81.3 %
No
7
11.8 %
No Response(s)
4
6.7 %
59
100%
Number of Response(s) 49
Response Ratio 83.0 %
Answer Yes
Response Status: Partial & Completed Filter: None 5/3/2016 11:51 AM EDT
0%
100%
Totals
Which focus group did you attend?
Number of Response(s) 33
Response Ratio 55.9 %
21
35.5 %
Nags Head
5
8.4 %
Asheville
0
0.0 %
Answer Kernersville
0%
100%
Clayton
No Response(s)
0
0.0 %
Totals
59
100%
100%
Number of Response(s) 22
Response Ratio 37.2 %
1b (hikers/walkers)
23
38.9 %
1c (multi-use)
13
22.0 %
1
1.6 %
Totals
59
100%
100%
Number of Response(s) 29
Response Ratio 49.1 %
14
23.7 %
13
22.0 %
3
5.0 %
59
100%
0%
No Response(s)
Which tagline is most appealing to you? Answer Explore NC from the Mountains to the Sea Explore NC, one step at a time Choose your adventure
0%
No Response(s) Totals
Page 1
52
APPENDIX
Answer Yes
0%
100%
No
3
5.0 %
No Response(s)
7
11.8 %
59
100%
Number of Response(s) 25
Response Ratio 42.3 %
2b - trail activity
22
37.2 %
No Response(s)
12
20.3 %
59
100%
Totals
Can you think of ways to involve local people that would help promote the trail?
Which homepage vision is most appealing to you? Answer 1a (natural beauty of NC)
Do you think a European-type walking trail would appeal to other NC residents and visitors?
45 Response(s)
Can you think of ways to promote the trail as a way to share time with friends and family? 44 Response(s)
Do you prefer to see the trail promoted by where it is located (segment) or by trail activity? Answer 2a - Location (segment)
0%
100%
Totals
Page 2
RESEARCH FINDINGS FOCUS GROUP SURVEY RESULTS â&#x20AC;&#x201C; CLAYTON/KERNERSVILLE/NAGS HEAD Many MST Segments include several counties and trail sections that are managed by different agencies. Do these trail descriptions create any difficulties for you in your role with the trail? Answer Yes
0%
100%
Number of Response(s) 11
Response Ratio 18.6 %
39
66.1 %
9
15.2 %
59
100%
No No Response(s) Totals
Many parts of the trail are not open to all the uses listed on Exhibit 2b. If we were to promote the MST by trail activity, would it create any difficulties for you in your role with the trail? Number of Response(s) 11
Response Ratio 18.6 %
No
37
62.7 %
No Response(s)
11
18.6 %
59
100%
Answer Yes
0%
100%
Totals
Reviewing each element again, please evaluate the effectiveness of each for assisting potential trail users. 1 = Very Effective, 2 = Somewhat Effective, 3 = Not Effective Answer Summary description of this segment Photos taken on this segment
1
2
3
Number of Response(s) 56
Rating Score* 1.2
55
1.6
Link to download trail guide
56
1.3
Information about what uses are allowed Map of segment
56
1.4
55
1.2
Links to other attractions in the area Day hike info
56
1.7
55
1.4
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.
Are there any information elements you'd like to see added or expanded on this webpage about a particular segment? 24 Response(s)
Please review the elements on the sample trail segment page and let us know how important it seems to you that we provide this kind of information on the webpage. 1 = Very important, 2 = Somewhat Important, 3 = Not Important
Number of Response(s) 58
Rating Score* 1.2
57
1.6
Link to download trail guide
57
1.2
Information about what uses are allowed Map of segment
58
1.2
56
1.2
Links to other attractions in the area Day hike info
58
1.7
58
1.3
Answer Summary description of this segment Photos taken on this segment
1
2
3
Please rank the possible online promotional tools in order of importance for promoting the trail. 1 = Most Important
Answer Suggested day hikes and itineraries Interactive trail map
1
2
3
Number of Response(s) 57
Ranking Score* 1.6
57
2.4
57
2.0
Mobile app *The Ranking Score is the weighted average calculated by dividing the sum of all weighted rankings by the number of total responses.
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.
If we provide information about day hikes, would you be able to help disseminate this information in your area?
Number of Response(s) 52
Response Ratio 88.1 %
No
3
5.0 %
No Response(s)
4
6.7 %
59
100%
Answer Yes
0%
100%
Totals
Page 4
Page 3
APPENDIX
53
RESEARCH FINDINGS FOCUS GROUP SURVEY RESULTS â&#x20AC;&#x201C; CLAYTON/KERNERSVILLE/NAGS If we create a web link for travel itineraries on our website, would you be interested in creating an MST itinerary for your area?
For the item you ranked as #1 above, list two ways that it could be distributed to encourage people to hike the trail.
Answer Yes
56 Response(s)
0%
100%
Number of Response(s) 33
No No Response(s) Totals
Response Ratio 55.9 %
5
8.4 %
21
35.5 %
59
100%
For the item you ranked as #1, would you be willing to help distribute it? Answer Yes
Would your organization or community contribute photos and videos of MST scenery and activities for inclusion into an interactive map of the MST? Answer Yes
0%
100%
Number of Response(s) 45
No No Response(s) Totals
Response Ratio 76.2 %
2
3.3 %
12
20.3 %
59
100%
0%
100%
Number of Response(s) 49
No
1
1.6 %
No Response(s)
9
15.2 %
59
100%
Number of Response(s) 15
Response Ratio 25.4 %
No
21
35.5 %
No Response(s)
23
38.9 %
59
100%
Totals
For the item you ranked as #1, would you be able to help fund production/printing of it? Answer Yes
If we were to develop a mobile App, would you be willing to help keep the information robust and up to date? Answer Yes
0%
100%
Number of Response(s) 35
Response Ratio 59.3 %
No No Response(s) Totals
8
13.5 %
16
27.1 %
59
100%
Response Ratio 83.0 %
0%
100%
Totals
For the item you ranked as #2, list two ways that it could be distributed to encourage people to use the trail. 41 Response(s)
Please rank the following possible printed promotional materials by their importance for attracting trail users.
1 = Most Important Answer Trail guide booklets for each segment Info brochures (aka rack cards) about each segment Collectible patches
1
2
3
4
5
Number of Response(s) 58
Ranking Score* 2.2
58
2.4
58
4.2
MST passport
58
4.4
Printed hiking maps for each segment
58
1.9
*The Ranking Score is the weighted average calculated by dividing the sum of all weighted rankings by the number of total responses.
Page 5
54
APPENDIX
For the item you ranked as #2, would you be willing to help distribute it? Answer Yes
0%
100%
No No Response(s) Totals
Number of Response(s) 39
Response Ratio 66.1 %
3
5.0 %
17
28.8 %
59
100%
Page 6
RESEARCH FINDINGS FOCUS GROUP SURVEY RESULTS â&#x20AC;&#x201C; CLAYTON/KERNERSVILLE/NAGS For the item you ranked as #2, would you be willing to help fund production/printing of it? Answer Yes
0%
100%
Number of Response(s) 10
Response Ratio 16.9 %
16
27.1 %
33
55.9 %
59
100%
No No Response(s) Totals
Of the following social media sites, which would you help use to promote the MST by sharing, posting, commenting, etc? Number of Response(s) 41
Response Ratio 85.4 %
21
43.7 %
19
39.5 %
9
18.7 %
14
29.1 %
Answer Facebook
0%
100%
Google Maps Trip Advisor Flicker YouTube Meetup
Please rank the priority for installing each of the following sign types. Answer Signs to help people on the trail easily follow the trail Signs at trail heads to help people know they are on the MST Kiosks at major trial heads to help people learn more about the MST Signs at roads to help drivers find a trailhead
1
2
3
4
Number of Response(s) 58
Ranking Score* 2.0
58
2.7
58
2.5
58
2.8
2.0 %
12
25.0 %
6
12.5 %
48
100%
Number of Response(s) 30
Response Ratio 50.8 %
26
44.0 %
3
5.0 %
59
100%
Number of Response(s) 52
Ranking Score* 1.6
Totals
1 = Most Important
1
List any media or advertising opportunities that you think the FMST should focus on. 44 Response(s)
*The Ranking Score is the weighted average calculated by dividing the sum of all weighted rankings by the number of total responses.
Choose the FMST logo you most prefer. Answer Hikers
0%
100%
State outline
Do you have any issues or comments regarding the sign concepts provided?
No Response(s) Totals
25 Response(s)
Enter Question Text Here.
Please rank the following social media platforms for how valuable you think it can be for MST promotion. 1 = Most Valualble
1 = Most Liked
Number of Response(s) 52
Ranking Score* 2.2
52
3.5
52
4.9
Google maps
52
3.0
Trip Advisor
52
4.1
Flicker
52
6.7
YouTube
52
4.8
Meetup
52
6.8
Answer Facebook
1
2
3
4
5
6
7
8
*The Ranking Score is the weighted average calculated by dividing the sum of all weighted rankings by the number of total responses.
Answer Friends of the Mountains-toSea Trail MST Alliance
1
2
3
4
52
2.9
MST Association
52
2.9
MST Friends
52
2.6
*The Ranking Score is the weighted average calculated by dividing the sum of all weighted rankings by the number of total responses.
Additional Comments 5 Response(s)
Page 7
Page 8
APPENDIX
55
RESEARCH FINDINGS FOCUS GROUP SURVEY RESULTS – CLAYTON/KERNERSVILLE/NAGS Please enter the information indicated below. Answers First Name Last Name Company Name Work Phone Email Address
Number of Response(s) 40 40 36 19 22
Page 9
56
APPENDIX
RESEARCH FINDINGS FOCUS GROUP SURVEY RESULTS â&#x20AC;&#x201C; FRIENDS ANNUAL MEETING Constant Contact Survey Results
Based on your experience with the guides or the presentation of them today, please let us know how helpful you would find them for planning various types of hikes/trips:
Survey Name: Marketing Plan - Annual Meeting Workshop Response Status: Partial & Completed
1 = Very helpful, 2 = Somewhat helpful, 3 = Not helpful
Filter: None
Rating Score* 1.3
an overnight camping trip
15
1.1
a trip to a part of NC you had never been to before an MST thru-hike
14
1.4
15
1.3
Number of Response(s) 5
Response Ratio 31.2 %
1b (hikers)
4
25.0 %
1c (muti-use)
6
37.5 %
No Response(s)
1
6.2 %
16
100%
0%
1
100%
Totals
Which tagline is most appealing to you? 0%
100%
Number of Response(s) 6
Response Ratio 37.5 %
3
18.7 %
7
43.7 %
No Response(s)
0
0.0 %
16
100%
Number of Response(s) 5
Response Ratio 31.2 %
10
62.5 %
1
6.2 %
16
100%
Totals
Before the annual meeting, had you ever used one or more of FMST's new trail guides? Answer Yes
0%
3
Below is a list of components included in each trail guide. Please let us know if it is formatted in such a way that it easy to use or not: 1 = Easy to Use, 2 = Needs Work
Number of Response(s) 9
Rating Score* 1.1
Camping locations
9
1.2
Resupply points
9
1.2
Water sources
9
1.2
Hunting
7
1.4
Signs and blazing
7
1.1
links to maps and websites
8
1.1
parking locations
7
1.0
hiking directions
9
1.1
overview map of segment
8
1.5
Number of Response(s) 14
Response Ratio 87.5 %
No
2
12.5 %
No Response(s)
0
0.0 %
16
100%
Answer Highlights of segment
Answer Explore NC from the mountains to the sea Explore NC, one step at a time Choose your adventure
2
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.
Which of these homepage images is most appealing to you? Answer 1a (natural beauty of NC)
Number of Response(s) 15
Answer a day hike
5/3/2016 11:52 AM EDT
100%
No No Response(s) Totals
1
2
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.
Is there information you would like that is not included in the trail guides? 8 Response(s)
Would you view a guide on your computer or mobile device? Answer Yes
0%
100%
Totals
Page 1
Page 2
APPENDIX
57
RESEARCH FINDINGS FOCUS GROUP SURVEY RESULTS â&#x20AC;&#x201C; FRIENDS ANNUAL MEETING Would you print a guide from your own computer? Answer Yes
0%
100%
No No Response(s) Totals
Number of Response(s) 14
Response Ratio 87.5 %
1
6.2 %
1
6.2 %
16
100%
Response Ratio 43.7 %
No
8
50.0 %
No Response(s)
1
6.2 %
16
100%
Number of Response(s) 10
Rating Score* 3.0
Terrain view
10
2.9
Satellite view
10
2.8
Parking locations
9
2.9
Trail segment divisions
9
2.7
Photos
9
2.2
Trail Updates
9
2.9
0%
100%
Totals
1 = Not Useful, 2 = Somewhat, 3 = Very Useful
Number of Response(s) 11
Response Ratio 68.7 %
No
2
12.5 %
No Response(s)
3
18.7 %
16
100%
0%
Number of Response(s) 7
Answer Yes
How useful are the following features?
Would you like a published version of the guide? Answer Yes
Before the meeting, had you used the interactive google map?
100%
Totals
Answer Map view
1
2
3
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.
Which do you prefer? Answer Published
0%
100%
Online Both equally No Response(s) Totals
Number of Response(s) 3
Response Ratio 18.7 %
2
12.5 %
11
68.7 %
0
0.0 %
16
100%
Are there other features you would like to see in an online map? 8 Response(s)
Which of the displayed maps would you like best for planning a trip? 11 Response(s)
We want more people to know about the guides and how to use them. How would you suggest we advertise them? 11 Response(s)
Which of the displayed maps would you like best when on the trail? 10 Response(s)
Are there any features you would like to see on an MST printed map that you do not see on these maps? 5 Response(s)
Page 3
58
APPENDIX
Page 4
RESEARCH FINDINGS FOCUS GROUP SURVEY RESULTS â&#x20AC;&#x201C; FRIENDS ANNUAL MEETING Please enter the information indicated below. Answers First Name Last Name Company Name Email Address
Number of Response(s) 9 9 6 9
Additional Comments 9 Response(s)
Page 5
APPENDIX
59
RESEARCH FINDINGS FOCUS GROUP SURVEY RESULTS â&#x20AC;&#x201C; ASHEVILLE Constant Contact Survey Results
Please enter the information indicated below.
Survey Name: Marketing Plan - Asheville Focus Group
Answers First Name Last Name Company Name Work Phone Email Address
Response Status: Partial & Completed Filter: None 5/3/2016 11:52 AM EDT
Which of these home page visions is most appealing to you?
Number of Response(s) 2
Response Ratio 15.3 %
11
84.6 %
0
0.0 %
Totals
13
100%
100%
Number of Response(s) 7
Response Ratio 53.8 %
4
30.7 %
2
15.3 %
0
0.0 %
Totals
13
100%
100%
Number of Response(s) 6
Response Ratio 46.1 %
State outline
6
46.1 %
No Response(s)
1
7.6 %
13
100%
Answer 1a (natural beauty of NC)
0%
100%
1b (hiker) No Response(s)
Enter Question Text Here. Answer Explore NC from the Mountains to the Sea Explore NC, one step at a time Choose your adventure
0%
No Response(s)
Two logos Answer Hikers
0%
Totals
Number of Response(s) 9 9 9 8 9
Enter Question Text Here. 2 Response(s)
Page 1
60
APPENDIX
Page 2
RESEARCH FINDINGS FOCUS GROUP NOTES – ASHEVILLE »» Website needs to connect the Mountains to the sea. 1A – more
»» To visit new part of the MST. View, camping, natural feature,
»» I wish age range was lower. How do you engage families? Focus
»» Repurpose Rec. opportunity guide for social media »» Partnership app with local groups »» #NCHikes – provide content to partners »» Catalog of image from partner, periscope video streaming, time
pictures of the state.
marketing on Piedmont where population is.
»» Another survey to the states. »» Need to capture out-of-state visitors »» Only trail that connects Mountains-to-Sea? Diversity of experience
»» Shorter alternative to AT, shortage of places to stay »» Local people organized hiking clubs. »» Tag one step at the time line »» Experience your heritage »» CMC – group – GPS of all parts of MST »» Print by segment, download from apps, partner with other groups
»» Segment Maps, at state VC, A gorgeous map of MST on the wall »» No one will pay for quality maps. State funding and local cham-
historic sites and word of mouth
lapse videos
»» Task forces very powerful »» AT trail town model »» Logo 2 looks fractured – state – don’t use F (friends) »» Be consistent with hyphenation on logo –to»» Confusion between trail and trail partners »» Eliminate FMST on 130th logos, if we spell it out »» Tough to get signs on roadway. Need ½ million visitors to get a sign on road
»» Recreational opportunity guide »» TDA that MST goes thru »» Health Dept. program to keep employees fit, make them aware
»» MPO – make sure local gov’t are in good terms with NCDOT »» MST as an attraction (like rafting) »» Local (volunteers) to write itineraries »» Outdoor mags to feature MST »» Social media – what do they do? Where do they eat? »» Use outfitters guide to shuttle you »» Market diversity of trail »» What are talking points? »» Economic studies of trails for funding case to develop Eu-
»» VisitNC partnership. UIT Tuttle_E.D.
»» Need to improve signage so users know they’re on MST
bers
»» Fully accessible offline »» Location of trail needs to be accurate »» Accessing images that partners have: native species, educational piece, and historical sites – what partners know about trail.
of the trail
ro-style trail
APPENDIX
61
RESEARCH FINDINGS FOCUS GROUP NOTES – ASHEVILLE »» Need to get people to surrounding communities to spend $ »» Offers unique parkway experience »» Want to see to extent possible move off road »» Lack of awareness that you’re on trail and marketing at trail »» Blue Ridge Parkway connectivity »» Buncombe – explore/market opportunity to connect into larger trail systems
»» Develop/expand relationship with S.E. tourism society »» Hiker – day back rather than backpack »» Emphasis – full/partial day hiking »» Don’t focus on young – too many conflicting demands »» Rather, emphasize older & retirees »» natural demo = 50+ active »» Web visual »» keep person – user “sees” themselves »» Focus on people in landscapes »» maybe more than one person »» Don’t do app, but make web site mobile ready »» Recognizable “Peak” in logo? »» Make sure you’re on other orgs. maps »» Seems difficult to do large maps of areas with large road sections
»» Work thru TDAs to ensure MST is represented »» “Atlas” (rack cards?) that provides map guides
62
APPENDIX
»» could replace existing section guides »» Download map or app for when beyond cell range »» Blue Ridge Ntl. Heritage Area partnership »» New trail experience (what would make you go experience other MST experiences?)
»» “Packaging” – other things to do »» General awareness »» Highlighting significant features and history of its ongoing
completion YouTube “vignettes” – short stories on new trail segments
»» Marketing »» social media »» visitors centers »» Make/develop/expand awareness w/ tourism people/professionals and have them carry message
»» Outfitter stores – Mast, etc. »» Friends Partnership (what partners need from Friends) »» Knowledge of economic impact »» Press release and photos (news agencies want easy content) »» Consistent messaging – is your info consistent w/ agency info
»» Specifics – put people on trail »» Showcase users »» Show icons »» In West, mostly hiking
RESEARCH FINDINGS FOCUS GROUP NOTES – ASHEVILLE »» Logos »» Remove “F” »» Like NC in background »» Hiking and NC »» Dayback – kid or dog? »» Use logo w/ trail icon »» Separate brands clearly »» Other »» Create stories along trails (Like BRNHA) »» Concrete post markers »» Leave flexibility for land managers to incorporate MST logo/
»» Develop itinerary by time/activity »» Destination! Focus »» end of waterfall »» Climax location »» ID assets accessible from trail »» Trail partners – Breweries, restaurants, etc. – sponsors
signage
APPENDIX
63
RESEARCH FINDINGS FOCUS GROUP NOTES – KERNERSVILLE »» European-style – towns involved; people daunted by thru-hike »» Hostel every 10 miles vs. trail town model »» Enter trail site by activity – could you do both »» Competitive as destination hike nationally as well as internationally
»» Doing segments introduces you to trail and inspires you to do more segments
»» Diversification builds local support – equestrians have land and know landowners
»» Elkin hesitant about alliance but equestrians some of best volunteers
»» Alliance builds trail quicker; trial can evolve »» Grants has to have multiuse »» Passports preferred over patches »» Passport concept, make it scavenger hunt for kids »» National tourism week – people coming off I-85 want maps »» Signage – Halo River tons of signs »» Billboard on highway promotes Helo River »» Cellphone app – from trail location tells what’s available there »» Get trail guides out to communities – could get out brochures »» From local visitors sites tell them how to download maps »» Advertise at universities »» If one person hikes part of trail and like it, 10 more people will hear about it.
»» Suggest event to have statewide hike to promote like our 40th anniversary idea of hiking whole trail someday.
»» Surprises: 64
APPENDIX
»» Europe model – surprising, good experience, town/breweries/wineries/cultural appeals to tourists and towns,
»» 2 markets – local/short hikes, national/international hikers »» Road signs/local publicity/awareness »» Booster clubs support »» Issues – 1 main logo/symbol »» Marketing vis-a-vis your role: »» More ads »» More social media »» Involve all promotion groups – heritage groups »» Links w/ local/area websites »» Real estate – realtors, effect on home value »» Econ. Development »» Trail users – »» Local/short hikes good »» Stories from section/local hikers as well as thru hikers »» Stories from landowners »» Trail towns – competition/designation »» Other – »» Simplify map »» Great trails of the world – push »» Standardization of signs/blazes »» Road signs – generate local interest »» Link off site to MST »» New (55 or SS – not sure what this is) popular
RESEARCH FINDINGS FOCUS GROUP NOTES – KERNERSVILLE »» Programs on the trail »» History, birds, mountain »» Bethania – perfect for MST »» Alamance – MST special draw vs. other trails »» Stokesdale – bring it through Stokesdale »» Hanging Rock – 7 miles MST – seasonal educator hiked »» State Parks – want to finish the trail »» Surprises today: »» Paddling »» Road signs good idea »» Marketing focused backpacking, not necessarily hiking/walking too narrow of a focus
»» »» »» »»
State vs. hikers logo Blaze should be iconic – included in information/mark Name change – why? No emphasis on facilities to support the trail.
»» Excited today: »» Very current/ not dated »» Need all options – don’t limit – mobile app/web »» European model – lot too often!! Resonate better in the
»» Itineraries would be helpful – variety would be best – different users market to broad base of people – wellness approach
»» »» »» »» »»
Family tours – familiarization tours, backpacker mag, etc. Reach out to schools/fundraisers to expose people t the trail Leverage 100 year anniversary events to outreach Co-op mass media advertising Stamps for completing MST and other state parks, state initiative
»» Marketing – the trail comments: »» Need more trail to market »» How long trail section to have critical mass?? »» 4.5 million bond issue to acquire land for MST (75 million for parks)
»» Messaging around benefits from the trail – local govern-
ments and general public – help build the trail (Stokesdale)
»» Most important – ads and stories MST (our state – PBS), PR efforts, media family tour
Piedmont (European model), Hot Springs for example, activities supported on segments – create towns support, heads to beds – promote day hikes – extra attraction stay another night
APPENDIX
65
RESEARCH FINDINGS FOCUS GROUP NOTES – CLAYTON »» Need more info on the European style walking trail »» Increase people going to other sections »» European style will increase the ability of people to use the trail »» Understanding better how people are using the trail »» What are the barriers to hostels »» Do areas want that type of traffic »» Some people using the trail may not want that type of use with more people around
»» Economically beneficial to towns »» App important for info »» Also strong preference for paper »» Younger people will refer to an app more – speaks to that generation
»» Retirees greater segment of pop. Don’t use an app »» Signage intrusive – don’t want to be around signs – not so much signage one sign that says MST
»» For safety need signs »» If choose a sign – choose the one on the trail »» Signs pointing off the highway can be helpful and effective »» Kiosks can be a lot to maintain – a lot of work for understaffed areas – not a fan
»» Can a kiosk be a place to create more of a social interaction “mom hiking group” or “lost a fit bit”
»» Maybe kiosks are more effective in more populated areas not necessary across the whole trail
»» Promote trail and printed maps through visitors bureaus »» Ocean City used FB to engage people to hike through town and get Jazz Fest tickets
66
APPENDIX
»» Created bike racks at trailheads – Johnston CVB »» #2 »» Visitor decides where they will go first then the activity »» Can’t promote road biking as a trail use – it’s not the trail, it’s only connectors at this point
»» 1a, 1b, 1c, 1d »» Like to see pics with people »» Don’t want to see people »» 1b tag line - √ »» 1c – choose your adventure – Explore is over used »» One step at a time feels more like its open to all levels »» “Choose your adventure, one step at a time” »» Logo – use the state but add the hikers »» Brainstorm – »» Underdeveloped »» Excited – economic potential »» Emphasis on history »» When will trails be designated »» Applications by communities for funding need to emphasize economic benefits
»» »» »» »» »»
Well done More use of larger photos in materials – info graphic More emphasis on purpose – simpler Coordinate GPS + print Need to appeal to day hikers
RESEARCH FINDINGS FOCUS GROUP NOTES – CLAYTON »» Look for multiple reasons to use the trail – health, adventure »» Segments help »» Emphasis on day hikes needed in brochures, messages, etc. »» Work with partners to give people a variety of things, including the MST as a connector
»» Showcase available services in materials »» Get local businesses to advertise in MST section book, web »» Eastern portion of trail needs more emphasis »» Town activities along the way should be incorporated into Aps + tourism calendars
»» Need names for segments, rather than just depending on numbers
»» How are you going to determine what businesses are connected
»» Need for signage make it visible »» Segments promotion important »» Not market as biking trail »» Not promote the non-designated section of trail »» Marketing helps by not having to go it alone »» Regional and support »» Marketing will help sell local interest »» Get people across the state, get more involved through marketing – volunteers
»» Affiliate groups (local) with Friends »» Make it formal »» Programing how does it relate to marking
to website icon for services, etc.
»» Not clear what European Tour is and who will it attract »» Need some option for housing other than motels for the senior hiker
»» Will Euro conflict with traditional use »» First need to sell the Euro trail idea, info about how it works, so
that it will be accepted. Acceptance by community maybe sells it as Appalachian Trail model rather than Euro.
»» 1st priority is more education about the trail »» Interactive social network platform »» Name change for Friends »» Ownership of the trail »» Call it “Mountain to Sea Trail” – no FMST abbreviations »» European trail type surprise
APPENDIX
67
RESEARCH FINDINGS FOCUS GROUP NOTES – NAGS HEAD »» Exited about/surprising »» Euro-style – not excited about – should be more wild »» AT has become over-serviced »» AT has section hikers everywhere – mostly old/retired staying at B &B’s, day hikes, hostels
»» Get more hostels along the trail – this will enable Euro-style trail »» Thru hikers are the ‘romance’ »» Mostly day hikers and overnighters »» Euro-style – yes – excited – makes it more accessible »» The key is the inexpensive amenities – get this set up »» Heartburn – no »» Missing – when you leave Jockey’s Ridge where do you go? More signage – add kiosks.
»» He has never heard of MST and he had lived here whole life (probably under a rock)
»» How to promote trail when its on beach and not visible »» Deer county sections not on beach would appeal »» OBX wilderness hikes – a business that supports hikers – guided hikes
»» Friends work w/ Deer Co CVB to market to a vacationer market – something to make it easier for them to co-promote the MST
»» Anti-climactic at finish – need a monument at the end of trail – place for a photo-finish and source of information about entire trail
»» CVB targets specific people – but maybe in the Northeast, perhaps not the same typical user
68
APPENDIX
»» They need materials to market MST »» Social media on AT is huge »» Trail websites should be utilized to get word out »» Local TV station would be perfect to promote »» Use a promotional video by Friends to use on Public TV channels
»» Friends needs a booth at conventions »» Kayaking is big here – if this could be promoted on MST here – it would tie into a growing tourism market
»» Logo »» Friends logo hardly references NC but it should »» Logo w/ hikers is important to signify it is walking »» NC should be emphasized on logo »» AT is over crowded – MST could be a great alternative – could siphon off these users
»» Must strike a delicate balance between lots of services and less services b/c some people come to get away
»» Shouldn’t be too ‘slick’
RESEARCH FINDINGS FOCUS GROUP NOTES – FRIENDS ANNUAL MEETING INTERACTIVE MAP
»» Alternative routes and trails intersecting with MST »» Detail views are not accurate in places »» Indicate “safe” places to park »» River access points on map »» Levels, dams, takouts »» Camping areas, lodging options »» Social media by section in “real time” (overall) »» Click by segment and look at only that segment »» Needs updating »» Beginning and ending of each segment when click »» Show access trails from parking »» MPR announcements MST – publicize the trail »» Need to learn how to use – directions »» GPS maps that can be stored on a device w/o a cell service »» Link to local websites for different sections (chamber of commerce/tourism websites)
OTHER NOTES
»» Section maps waterproof – pocket size »» Web home page – liked hiker (turn him around) »» Promoting multi-use – needs to be only where it is appropriate
– can be confusing – need better signage – be clean on choose the adventure
TRAIL GUIDES
»» Add road crossings »» Medical Emergency access »» Water indications »» Add mileage on a cumulative basis »» Resupply »» Distinguish between trail and road »» Mileage Scale »» Show trail angels/hostels/shuttles incorporate into maps »» Google walking view of the trail to promote sections on trail »» Elevation gains – 1st 8 have this GENERAL
»» Website »» Talking points on history of the MST »» Create awareness about how great it is and stage of progress
»» Media guide MST for use by everyone »» Outreach to children »» 10 year old accompanied by a service dog walk the trail and have everyone follow in the schools
»» Have a relay »» Get the teachers excited
»» Choose your adventure – locals can choose the theme to promote
APPENDIX
69
RESEARCH FINDINGS FOCUS GROUP NOTES – FRIENDS ANNUAL MEETING »» MST sign on interstate exits (like food and gas signs) »» State transportation map – need MST on the map (AT is on it) »» PR campaign around middle of the state »» Sign every time MST crosses the road »» Neuse River and Smithfield Greenway – no MST signs »» Focus efforts to tell people where MST trail is »» Maps at the trailheads »» MST trail park (middle of state) - Alamance
70
APPENDIX
RESEARCH FINDINGS TARGET AUDIENCE RESEARCH SURVEY QUESTION
Number of Respondents In the last 12 months, how have you recreated outdoors? Hike/Walk Paddle Road Bike Mt Bike In the last 12 months, how often have you used a trail? 7-‐18 times 2 or more times per month Almost every day When you use a trail, do you usually do it alone or with others? Alone With one friend or family member When you daydream about a perfect trail experience, what do you envision? A few hours on the trail 6-‐8 hours on the trail A multi-‐day trip A long distance trek of a month or more
How many miles of the MST have you hiked? 1-‐9 Miles 10-‐49 Miles 50-‐99 Miles 192 412 174
100-‐299 Miles 1-‐299 Miles 111 889
96.8% 30.8% 20.9% 14.1%
96.3% 34.5% 29.6% 25.0%
96.8% 38.5% 33.3% 24.1%
97.2% 39.6% 21.6% 27.0%
96.2% 35.2% 27.4% 23.1%
26.6% 31.2% 8.8%
28.8% 43.6% 10.4%
24.1% 52.8% 14.9%
18.9% 52.2% 25.2%
26.3% 43.9% 12.9%
24.4% 47.9%
21.3% 44.9%
22.9% 44.8%
28.8% 31.5%
23.3% 43.8%
54.1% 10.4% 23.4% 9.3%
39.8% 21.6% 25.2% 8.2%
26.4% 24.7% 24.7% 14.9%
13.5% 28.8% 22.5% 22.5%
37.1% 20.8% 24.4% 12.0%
Has backpacked in last year
20.8%
32.7%
39.0%
57.6%
34.5%
Would enjoy a trip with inexpensive lodging and food so wouldn't need a heavy pack
80.2%
81.5%
82.1%
77.4%
80.2%
Has used MST near home
58.4%
69.1%
75.0%
73.3%
61.6%
Has dreamed of completing MST
48.4%
56.3%
60.3%
64.8%
56.0%
39.0% 47.9%
49.0% 40.0%
60.3% 28.7%
81.0% 13.5%
53.5% 36.2%
11.8% 22.4% 44.3% 11.8%
13.8% 21.4% 40.4% 16.0%
12.3% 13.6% 42.8% 22.7%
17.4% 14.5% 29.1% 25.2%
12.5% 17.4% 36.4% 16.2%
Gender Male Female Age 31-‐40 41-‐50 51-‐65 66-‐75
APPENDIX
71
TIER ONE & TIER TWO TOWNS/COUNTIES (TIER RANKING OF COUNTY SHOWN IN PARENTHESES) TOWNS THE MST GOES DIRECTLY THROUGH Dillsboro (1)
Hillsborough (3)
Burgaw (3)
Sylva (1)
Clayton (3)
Surf City (3)
Elkin (1)
Smithfield (3)
Jacksonville (2)
Danbury (2)
Kinston (1)
Havelock (2)
Oak Ridge (2)
New Bern (2)
Towns along Cedar Island (3)
Summerfield (2)
Roseboro (2)
Glencoe (2)
White Lake (1)
Towns along Outer Banks (from Ocracoke to Nags Head) (2)
Bryson City (1)
Blowing Rock (3)
Saxapahaw (2)
Waynesville (3)
Boone (3)
Durham (3)
Arden (3)
Pilot Mountain (1)
Raleigh (3)
Skyland (3)
King (2)
Newton Grove (2)
Asheville (3)
Greensboro (2)
Elizabethtown (1)
Black Mountain (3)
Burlington (2)
Goldsboro (2)
Linville (2)
Haw River (2)
Newland (2)
Swepsonville (2)
OTHER TOWNS NEAR THE TRAIL
72
APPENDIX
COUNTIES THE MST GOES THROUGH Swain (1)
Ashe (1)
Wayne (2)
Jackson (1)
Wilkes (2)
Lenoir (1)
Haywood (3)
Alleghany (1)
Sampson (2)
Transylvania (2)
Surry (1)
Cumberland (2)
Henderson (3)
Stokes (2)
Bladen (1)
Buncombe (3)
Forsyth (3)
Pender (3)
Yancey (2)
Guilford (2)
Onslow (2)
McDowell (2)
Rockingham (1)
Craven (2)
Mitchell (2)
Alamance (2)
Carteret (3)
Burke (2)
Orange (3)
Hyde (1)
Avery (2)
Durham (3)
Dare (2)
Caldwell (2)
Wake (3)
Watauga (3)
Johnston (3)
APPENDIX
73
RECOMMENDED HIGHWAY SIGN LOCATIONS These are proposed locations for highway and ferry landing signs to direct people to Mountains-to-Sea trailheads (State Park-designated sections of off-road trail) Proposed locations are on interstate or federal highways or major roads where the trail crosses those roads or is within ¼ mile.
ROADS US 19
US 52
US 401 (Raleigh)
US 23
US 220
Northern Wake Expressway
US 276
US 70 (Haw River)
US 64B (Raleigh)
I-26
US-70B (Hillsborough)
US 64 (Raleigh)
I-40
NC 210 (Smithfield)
US 221
US-70 (Pleasant Green Rd. in Orange County)
US 321
NC 86 (Hillsborough)
NC 101 (Carteret County – Neusiok Trail)
US 421
I-85 (Hillsborough)
NC 16
I-40 (Hillsborough)
US 158 (Jockey’s Ridge State Park – Nags Head)
NC 18
US 1 (Raleigh)
FERRY LANDINGS Cedar Island Ocracoke Hatteras
74
APPENDIX
NC 306 (Carteret County – Neusiok Trail)
DOT TRAIL SIGNAGE STUDY NORTH CAROLINA DEPARTMENT OF TRANSPORTATION
Table of Contents Executive Summary ................................................................................................................................... 3 Members of Study Group ............................................................................................................................. 3 Current Sign Locations ...................................................................................................................... ………4 ECG ............................................................................................................................................................ 4 MST .......................................................................................................................................................... 4 State Parks, including cultural and historic sites ............................................................................... 4 Measures to improve Efficacy .................................................................................................................. 5
Report on the Study of State Parks and Trail Signage
ECG ............................................................................................................................................................ 5 MST ........................................................................................................................................................... 6 State Parks, including cultural and historic sites ............................................................................... 6 Costs and Benefits ..................................................................................................................................... 6 Appendix A………………………………………………………………………………………….…………………………….…………………..8 Appendix B………………………………………………………………………………………….……………….….…………….………………8
2014
Appendix C………………………………………………………………………………………….……………….….…………….……………..9 Appendix D………………………………………………………………………………………….……………….….…………….……………11
By the North Carolina Department of Transportation for the NC General Assembly Joint Legislative Transportation Oversight Committee and Fiscal Research Division 4/1/2015
This document reports on the NC Department of Transportation’s study of the use of highway signage as a means of improving the North Carolina residents’ and tourists’ awareness of State parks, including historic and cultural sites as well as the Mountainsto-Sea Trail, pursuant to SL 2014-100, Section 34.15(b), and details existing sign locations and benefits to improve or expand sign locations in order to increase efficacy and public awareness. 1
2
APPENDIX
75
DOT TRAIL SIGNAGE STUDY State Parks and Trails Signage
State Parks and Trails Signage
Executive Summary
Executive Summary
Pursuant to Section 34.15(a) of the 2014 Budget Bill, the Department of Transportation (NCDOT), in conjunction with the State Parks and Recreation Division of the Department of Environment and Natural Resources, the Department of Commerce, and Friends of the Mountains-to-Sea Trail, Inc., shall study how the use of highway signs as a means of improving the awareness of State parks, including historic and cultural sites and the Mountains-to-Sea trail.
Pursuant to Section 34.15(a) of the 2014 Budget Bill, the Department of Transportation (NCDOT), in conjunction with the State Parks and Recreation Division of the Department of Environment and Natural Resources, the Department of Commerce, and Friends of the Mountains-to-Sea Trail, Inc., shall study how the use of highway signs as a means of improving the awareness of State parks, including historic and cultural sites and the Mountains-to-Sea trail.
As directed, this report provides information relative to the study of 1) whether signs currently located on or near highways in this state are sufficient in number, location, and size to make travelers on the highways of NC aware of the existence and location of all state parks, including historic and cultural sites as well as the Mountains-to-Sea trails (MST) and East Coast Greenway (ECG); 2) whether signs currently located on or near highways in NC adequately inform travelers that portions of roads they travel on are part of the current route of the MST and ECG; 3) what measures could be taken to improve the efficacy of highway signage in achieving the goals of subdivisions (1) and (2); and 4) what costs and benefits of implementing the measures described in subdivision (3).
As directed, this report provides information relative to the study of 1) whether signs currently located on or near highways in this state are sufficient in number, location, and size to make travelers on the highways of NC aware of the existence and location of all state parks, including historic and cultural sites as well as the Mountains-to-Sea trails (MST) and East Coast Greenway (ECG); 2) whether signs currently located on or near highways in NC adequately inform travelers that portions of roads they travel on are part of the current route of the MST and ECG; 3) what measures could be taken to improve the efficacy of highway signage in achieving the goals of subdivisions (1) and (2); and 4) what costs and benefits of implementing the measures described in subdivision (3).
This report documents the findings, and is for submittal to the Joint Legislative Transportation Oversight Committee and the Fiscal Research Division no later than April 1, 2015.
This report documents the findings, and is for submittal to the Joint Legislative Transportation Oversight Committee and the Fiscal Research Division no later than April 1, 2015.
Members of Study Group
Members of Study Group
This report was developed by NCDOT with assistance from a committee of members representing state agencies and non-profit organizations representing state park and cultural sites, tourism and economic development, and the Mountains-to-Sea Trail and East Coast Greenway. Members included:
This report was developed by NCDOT with assistance from a committee of members representing state agencies and non-profit organizations representing state park and cultural sites, tourism and economic development, and the Mountains-to-Sea Trail and East Coast Greenway. Members included:
Ron King (primary study author), State Signing and Delineation Engineer, NCDOT Kevin Lacy, State Traffic Engineer, NCDOT John Amoroso, Regional Planning Program Specialist, NC Division of Parks and Recreation Niles Barnes, South Atlantic Coordinator, East Coast Greenway Alliance Karin Cochran, Deputy Secretary, NC Department of Cultural Resources Kate Dixon, Executive Director, Friends of the Mountains-to-Sea Trail Erin Lawrence, Engineering Program Manager, NC Division of Parks and Recreation Mark Shore, Director of Tourism Marketing, Economic Development Partnership of NC Libby Smith, Senior Community Development Advisor, NC Department of Commerce Carol Tingley, Deputy Director, NC Division of Parks and Recreation
Ron King (primary study author), State Signing and Delineation Engineer, NCDOT Kevin Lacy, State Traffic Engineer, NCDOT John Amoroso, Regional Planning Program Specialist, NC Division of Parks and Recreation Niles Barnes, South Atlantic Coordinator, East Coast Greenway Alliance Karin Cochran, Deputy Secretary, NC Department of Cultural Resources Kate Dixon, Executive Director, Friends of the Mountains-to-Sea Trail Erin Lawrence, Engineering Program Manager, NC Division of Parks and Recreation Mark Shore, Director of Tourism Marketing, Economic Development Partnership of NC Libby Smith, Senior Community Development Advisor, NC Department of Commerce Carol Tingley, Deputy Director, NC Division of Parks and Recreation 3
76
APPENDIX
3
DOT TRAIL SIGNAGE STUDY Current Sign Locations
and efficient traffic operations. As a result, the NCDOT will fund signing costs for major traffic generators. See Appendix B for Standard Practice T-13.
ECG In the state of North Carolina, the East Coast Greenway Alliance (ECGA) has identified approximately 370 miles of combined off-road trails and carefully selected roads intended for bicycling and pedestrians to use for transportation and recreation. The routing in North Carolina is a collaborative effort coordinated by their North Carolina State Committee, which has representation from MPOs and RPOs along the route corridor (17 total MPO/RPO), with additional advocacy representation and NCDOT and State Parks members.
For this study the Division of Parks and Recreation inventoried all existing DOT motorist signs. Each park superintendent documented the location, text, and included photos of each sign. This data was then recorded to a GIS data layer for analysis and ease of communicating sign locations to DOT. In addition, missing signs and proposed locations for additional sign were noted. These additions will be reviewed by the State Parks and Recreations Division staff and recommendations made to NCDOT. Staff has documented 360 existing signs and initially identified approximately 85 additional signs.
As part of the 2,900 mile network of trails connecting cities along the Eastern Seaboard from Maine to Florida, the ECGA provides users with navigational tools including maps, cue sheets, signage, and a phone app. Signage is one of their key navigational tools. Currently, over 75 miles of the ECG route in NC is signed with another 40+ in process. MST The MST is a unit of the NC State Park system that includes approximately 600 miles of designated trail, part of an off-road trail network that is planned to eventually stretch from the Great Smokies to the Outer Banks. Friends of the Mountains-to-Sea Trail (FMST), the nonprofit which supports the trail, works with communities to develop thruhiking options which link State Park-designated trails by utilizing connecting roads in areas where no off road trail has yet been built. These thru-hiking options allow trail user to complete the MST hike across North Carolina. FMST provides navigational tools including maps, guidebooks and signs and trailblazers on the trail sections. The signage package for the MST is being revisited as part of the MST Master Plan which is currently underway and graphics should be consistent across the designated portions of the trail as well as across the through hiking options in order to reduce confusion related to trail location. There are currently no signs on the road sections, and FMST feels this makes navigation challenging on these sections Signs are also needed for the MST on major roads and ferry crossings to direct people to parking areas for trail heads for off-road segments designated by State Parks.
Figure 1. DOT sign locations for Jordan Lake State Recreation Area.
State Parks, including cultural and historic sites NCDOT Standard Practice states that to qualify for highway signing, a facility must generate moderate levels of traffic of at least 100,000 annual vehicle-trips. Sign locations are limited to the closest primary route, not to exceed 15 miles from the facility in rural areas and five miles in urban areas. Some parks may have more than one primary route and entrance into the park. Sign costs are funded by the requester. See Appendix A for Standard Practice T-14.
Measures to improve the Efficacy
Facilities with less than 100,000 annual vehicle-trips do not receive signs. Their traffic impacts on the state system are minimal and do not warrant highway signing. Facilities with over 250,000 annual vehicle-trips are major traffic generators. Their impacts are significant; furthermore, without signing, impacts could have a negative effect on safe
It is important to have a sign at turning intersections, followed by a confirmation sign after a turn is made. On steep declines, a sign indicating a turn is coming up can be helpful for users traveling on bicycle.
ECG It was discussed that an average of 5.5 signs per mile (2.75 per mile in each direction) is need. For rural on-road segments, two signs per mile (one in each direction) can suffice on straight segments.
4
5
APPENDIX
77
DOT TRAIL SIGNAGE STUDY Co-locating signs on existing posts is also preferred to both help lower costs and to reduce sign clutter.
The NCDOT will continue to work with various agencies, segment managers, and friends to install major (long distance) trail signs like the MST and ECG and concurs that these trails bring significant tourism dollars and jobs to communities along their routes. Costs per sign assembly can range from $100 to $300.
The study group recommends that the signs be of the style shown in Appendix C and that the same style sign be used throughout the route to aid in branding the ECG as an important tourism destination for North Carolina. MST â&#x20AC;&#x201C; Mountains-to-Sea State Trail Approximately 500 miles of roads are included in the thru-hiking options developed by FMST. These road segments fall mostly within NCDOT Divisions 2, 3, 6, 7, 9, 11, and 14 with short segments within Divisions 1 and 4. Most are on rural roads, selected for their wide shoulders and low traffic counts. When possible, the route follows NCDOTand county-designated bike routes. Although the MST is primarily used by pedestrians who will be walking against traffic, signs posted with traffic will probably work well for MST users as long as they are posted in both directions so pedestrians can look for them on the other side of the road. The proposal for locations and numbers of signs per mile on the ECG may work for the MST, as well. The study group recommends that the signs be of the style shown in Appendix D and that the same style sign be used throughout the route to aid in branding the MST as an important tourism destination for North Carolina. State Parks, including cultural and historic sites The Department of Environment and Natural Resources (State Parks and Recreation Division) will provide locations of all existing state parks and will propose additional signing, where needed. NCDOT will continue to work with the State Parks and Recreation Division to develop a specific practice or program tailored to state parks as an addendum to Standard Practices T-13 and T-14.
Costs and Benefits
Provisions for signing state parks, including historic and cultural sites, are subdivided into two different types of traffic generators: moderate and major. The NCDOT has policies for each that includes criteria for eligibility and sign locations. The NCDOT will continue to work with requesters and other agencies on future state park sign requests. Provisions for trail signage are not as clear, whereas the NCDOT receives many sign requests from various interest groups and parties. Signing for all trails (short and long distances) throughout the state would be confusing to the public. The NCDOT currently signs for long distance trails such as the Appalachian Trail, Blue Ridge Parkway, and Overmountain Victory Trail, with limited signs for the East Coast Greenway. The NCDOT also signs for many biking and pedestrian trails, adjacent and fully separated to highways.
6
78
APPENDIX
7
DOT TRAIL SIGNAGE STUDY APPENDIX A:
APPENDIX C: Figure of Proposed Signs for On-Road Segments of ECG
Standard Practice for Supplemental Guide Signs for Moderate Traffic Generators (T14)
APPENDIX B: Standard Practice for Supplemental Guide Signs for Major Traffic Generators (T13)
8
9
APPENDIX
79
DOT TRAIL SIGNAGE STUDY APPENDIX D: Figure of Proposed Signs for On-Road Segments of MST
Standard ECG sign (Preference)
Standard MST Sign for On-Road “Current” Route (Preference)
10
80
APPENDIX
11
DbDplanning.com