DOCSLIB.ORG

Marketing Plan, 2018

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Marketing Plan, 2018 Minnesota River Valley National Scenic Byway Marketing Plan Marketing, Branding and Action plan for the Byway Table of Contents 1 | Introduction ................................................................................................................................................................. 3 Our approach ................................................................................................................................................................ 3 Our goal ........................................................................................................................................................................ 3 Our Product .................................................................................................................................................................. 3 Themes and Messaging ............................................................................................................................................... 4 Our History ...................................................................................................................................................................5 2 | Target Audience .......................................................................................................................................................... 6 Situation Analysis ........................................................................................................................................................ 6 Target Audience by Subject .......................................................................................................................................... 7 Target Audience by Geography ................................................................................................................................... 8 3 | Resources .................................................................................................................................................................... 9 Media options .............................................................................................................................................................. 9 Guidelines for using media options .............................................................................................................................. 9 Existing Partnerships .................................................................................................................................................. 11 Assets of the byway .................................................................................................................................................... 11 4 | Style Guide ................................................................................................................................................................ 12 Brand .......................................................................................................................................................................... 12 Taglines ...................................................................................................................................................................... 12 Messaging .................................................................................................................................................................. 12 Logo, Font and Colors ................................................................................................................................................. 14 Examples of ads .......................................................................................................................................................... 14 Photographs ............................................................................................................................................................... 14 5 | Action Plan ................................................................................................................................................................. 15 MRVSB Corridor Management Plan | 1 | Introduction 1 Marketing Challenges and issues ................................................................................................................................ 15 Marketing Actions ...................................................................................................................................................... 15 The Marketing Work Plan ........................................................................................................................................... 18 Evaluation .................................................................................................................................................................. 19 Appendix 1 .................................................................................................................................................................... 20 Themes and Messaging ............................................................................................................................................. 20 Appendix 2 ..................................................................................................................................................................... 21 New Discovery Site Application .................................................................................................................................. 21 Appendix 3 .................................................................................................................................................................... 24 Character of the Byway by Segment .......................................................................................................................... 24 Appendix 4 ..................................................................................................................................................................... 30 Target Audience by subject ........................................................................................................................................ 30 MRVSB Corridor Management Plan | 1 | Introduction 2 1 | Introduction Our Product Our byway is a 287 mile corridor along the Minnesota River. We have identified over 150 discovery sites that The Minnesota River Valley National Scenic Byway’s we want visitors to know about when they visit. There main purpose is to link together the Minnesota River are 20 towns and two tribal nations directly on the as a tourism destination to create economic byway route. The byway corridor is defined as ten development for the region. A large portion of the miles on both sides of the Minnesota River from byway’s work, then, is marketing our byway. Browns valley to Belle Plaine. There are an additional Interpretation, signage, wayshowing are all ways to 40 towns in the byway corridor. help our visitors enjoy the byway that we are marketing to the public. The National Story The Alliance has spent a considerable amount of time Our approach determining what sets our byway apart, and what This plan is to help the Alliance work towards keeping experience and story it offer that you cannot find a consistent message that helps the public see the anywhere else. We identified two main themes that byway as a unique and important destination. The set the byway and this river corridor apart from any strategies will be designed to fit the unique intrinsic other. See Appendix 1 for the messaging for each qualities of our byway. theme. There are two themes the byway has identified to be A River’s Legacy: The Geology of the unique on a national level. We, as a national scenic Minnesota River Valley byway, will prioritize theses national stories and A Place to Call Home: The U.S. – Dakota themes in our marketing strategies. But we also War of 1862. recognize the local stories and assets along our byway and will identify marketing strategies to promote The Local Story these unique local sites as well. When you arrive to learn about these national stories, Our hope is to align this marketing plan with partner you will find a local flavor here that is unique to this initiatives, existing marketing endeavors and other place. Wineries, prairie, agriculture, adventure, bed projects in order to join forces and create a stronger and breakfasts, museums all work to make this river message for the byway region. By simplifying our valley a fun place to visit. These sites will be promoted message and strategies, we hope to make marketing differently than our two main themes. These notable the byway easy and effective. local sites will be marketed as Discovery Sites. Our goal Discovery Sites While ultimately the byway seeks to increase visitors The byway has worked hard to identify sites along the to the byway to create an economic impact, the goal byway that help tell the story. of this marketing plan is to increase awareness of the In 2014, the byway recategorized our list into the Minnesota River Valley National Scenic Byway. following: This can be achieved by packaging the assets, stories Destination Sites and products the byway has available to visitors so the byway alliance and its partners can share and Destination Sites are the visitor’s guideposts when promote the byway. they travel through the Minnesota River Valley. These sites should be a public place where visitors could expect visitor information, staffing, and public
Load more

Recommended publications
  • Minnesota Statutes 2020, Chapter 85
    1​ MINNESOTA STATUTES 2020​ 85.011​ CHAPTER 85​ DIVISION OF PARKS AND RECREATION​ STATE PARKS, RECREATION AREAS, AND WAYSIDES​ 85.06​ SCHOOLHOUSES IN CERTAIN STATE PARKS.​ 85.011​ CONFIRMATION OF CREATION AND​ 85.20​ VIOLATIONS OF RULES; LITTERING; PENALTIES.​ ESTABLISHMENT OF STATE PARKS, STATE​ 85.205​ RECEPTACLES FOR RECYCLING.​ RECREATION AREAS, AND WAYSIDES.​ 85.21​ STATE OPERATION OF PARK, MONUMENT,​ 85.0115​ NOTICE OF ADDITIONS AND DELETIONS.​ RECREATION AREA AND WAYSIDE FACILITIES;​ 85.012​ STATE PARKS.​ LICENSE NOT REQUIRED.​ 85.013​ STATE RECREATION AREAS AND WAYSIDES.​ 85.22​ STATE PARKS WORKING CAPITAL ACCOUNT.​ 85.014​ PRIOR LAWS NOT ALTERED; REVISOR'S DUTIES.​ 85.23​ COOPERATIVE LEASES OF AGRICULTURAL​ 85.0145​ ACQUIRING LAND FOR FACILITIES.​ LANDS.​ 85.0146​ CUYUNA COUNTRY STATE RECREATION AREA;​ 85.32​ STATE WATER TRAILS.​ CITIZENS ADVISORY COUNCIL.​ 85.33​ ST. CROIX WILD RIVER AREA; LIMITATIONS ON​ STATE TRAILS​ POWER BOATING.​ 85.015​ STATE TRAILS.​ 85.34​ FORT SNELLING LEASE.​ 85.0155​ LAKE SUPERIOR WATER TRAIL.​ TRAIL PASSES​ 85.0156​ MISSISSIPPI WHITEWATER TRAIL.​ 85.40​ DEFINITIONS.​ 85.016​ BICYCLE TRAIL PROGRAM.​ 85.41​ CROSS-COUNTRY-SKI PASSES.​ 85.017​ TRAIL REGISTRY.​ 85.42​ USER FEE; VALIDITY.​ 85.018​ TRAIL USE; VEHICLES REGULATED, RESTRICTED.​ 85.43​ DISPOSITION OF RECEIPTS; PURPOSE.​ ADMINISTRATION​ 85.44​ CROSS-COUNTRY-SKI TRAIL GRANT-IN-AID​ 85.019​ LOCAL RECREATION GRANTS.​ PROGRAM.​ 85.021​ ACQUIRING LAND; MINNESOTA VALLEY TRAIL.​ 85.45​ PENALTIES.​ 85.04​ ENFORCEMENT DIVISION EMPLOYEES.​ 85.46​ HORSE
    [Show full text]
  • The Campground Host Volunteer Program
    CAMPGROUND HOST PROGRAM THE CAMPGROUND HOST VOLUNTEER PROGRAM MINNESOTA DEPARTMENT OF NATURAL RESOURCES 1 CAMPGROUND HOST PROGRAM DIVISION OF PARKS AND RECREATION Introduction This packet is designed to give you the information necessary to apply for a campground host position. Applications will be accepted all year but must be received at least 30 days in advance of the time you wish to serve as a host. Please send completed applications to the park manager for the park or forest campground in which you are interested. Addresses are listed at the back of this brochure. General questions and inquiries may be directed to: Campground Host Coordinator DNR-Parks and Recreation 500 Lafayette Road St. Paul, MN 55155-4039 651-259-5607 [email protected] Principal Duties and Responsibilities During the period from May to October, the volunteer serves as a "live in" host at a state park or state forest campground for at least a four-week period. The primary responsibility is to assist campers by answering questions and explaining campground rules in a cheerful and helpful manner. Campground Host volunteers should be familiar with state park and forest campground rules and should become familiar with local points of interest and the location where local services can be obtained. Volunteers perform light maintenance work around the campground such as litter pickup, sweeping, stocking supplies in toilet buildings and making emergency minor repairs when possible. Campground Host volunteers may be requested to assist in the naturalist program by posting and distributing schedules, publicizing programs or helping with programs. Volunteers will set an example by being model campers, practicing good housekeeping at all times in and around the host site, and by observing all rules.
    [Show full text]
  • Minnesota State Parks.Pdf
    Table of Contents 1. Afton State Park 4 2. Banning State Park 6 3. Bear Head Lake State Park 8 4. Beaver Creek Valley State Park 10 5. Big Bog State Park 12 6. Big Stone Lake State Park 14 7. Blue Mounds State Park 16 8. Buffalo River State Park 18 9. Camden State Park 20 10. Carley State Park 22 11. Cascade River State Park 24 12. Charles A. Lindbergh State Park 26 13. Crow Wing State Park 28 14. Cuyuna Country State Park 30 15. Father Hennepin State Park 32 16. Flandrau State Park 34 17. Forestville/Mystery Cave State Park 36 18. Fort Ridgely State Park 38 19. Fort Snelling State Park 40 20. Franz Jevne State Park 42 21. Frontenac State Park 44 22. George H. Crosby Manitou State Park 46 23. Glacial Lakes State Park 48 24. Glendalough State Park 50 25. Gooseberry Falls State Park 52 26. Grand Portage State Park 54 27. Great River Bluffs State Park 56 28. Hayes Lake State Park 58 29. Hill Annex Mine State Park 60 30. Interstate State Park 62 31. Itasca State Park 64 32. Jay Cooke State Park 66 33. John A. Latsch State Park 68 34. Judge C.R. Magney State Park 70 1 35. Kilen Woods State Park 72 36. Lac qui Parle State Park 74 37. Lake Bemidji State Park 76 38. Lake Bronson State Park 78 39. Lake Carlos State Park 80 40. Lake Louise State Park 82 41. Lake Maria State Park 84 42. Lake Shetek State Park 86 43.
    [Show full text]
  • Campground Host Program
    Campground Host Program MINNESOTA DEPARTMENT OF NATURAL RESOURCES DIVISION OF PARKS AND TRAILS Updated November 2010 Campground Host Program Introduction This packet is designed to give you the information necessary to apply for a campground host position. Applications will be accepted all year but must be received at least 30 days in advance of the time you wish to serve as a host. Please send completed applications to the park manager for the park or forest campground in which you are interested. You may email your completed application to [email protected] who will forward it to your first choice park. General questions and inquiries may be directed to: Campground Host Coordinator DNR-Parks and Trails 500 Lafayette Road St. Paul, MN 55155-4039 Email: [email protected] 651-259-5607 Principal Duties and Responsibilities During the period from May to October, the volunteer serves as a "live in" host at a state park or state forest campground for at least a four-week period. The primary responsibility is to assist campers by answering questions and explaining campground rules in a cheerful and helpful manner. Campground Host volunteers should be familiar with state park and forest campground rules and should become familiar with local points of interest and the location where local services can be obtained. Volunteers perform light maintenance work around the campground such as litter pickup, sweeping, stocking supplies in toilet buildings and making emergency minor repairs when possible. Campground Host volunteers may be requested to assist in the naturalist program by posting and distributing schedules, publicizing programs or helping with programs.
    [Show full text]
  • Interpretation Plan
    8 Interpretation Plan Introduction This section of the corridor management plan provides guidance and direction for interpretive activities along the 287-mile long Byway. An important aspect of this byway’s interpretive strategy is to mesh resource management, product development and marketing within the interpretive effort. Each aspect of the byway’s efforts in each of these four categories should augment and support the other byway development categories. Status of Interpretation along the Byway There are existing interpretive strategies along the byway that are distinctive and unique that should be noted. These communities What Is Interpretation? There are many definitions for and/or sites have initiated personal services interpretation, offer interpretation. Credited as being services that provide unique access to resources, or offer the “Father of Interpre-tation”, distinctive products or services. These are just a few examples of Freeman Tilden stated in his book, interpretive initiatives that should be used as models for Interpreting Our Heritage, that considering other distinctive interpretive strategies. “Interpretation is an educational activity which aims to reveal Browns Valley to Ortonville meanings and relationships through the use of original objects, by • The Eahtonka II, Judy Drewicke. Charter cruises, public firsthand experience, and by excursions, step-on guide services illustrative media, rather than simply • Stony Run Trade Co., Don “Baboo” Felton. Paddle maker and to communicate factual information.” historian, lectures, displays, demonstrations and voyager Freeman Tilden, Interpreting Our goods. Heritage, 1962. • Independently Speaking, Brent Olson. Author, historian and storyteller. • Big Stone Lake State Park interpretive programs • Big Stone National Wildlife Refuge. Summer herd of bisons to Chapter 8 - Interpretive Plan 8-1 graze on refuge.
    [Show full text]
  • Compliance with Legislative Authorization
    Scenic Minnesota River valley American white pelicans MinnesotaMinnesota RiverRiver StateState TrailTrail MasterMaster PlanPlan Granite outcropping DRAFT Minnesota Department of Natural Resources Division of Trails Waterways June 2007 Upper Sioux Agency historic site Table of Contents Chapter 1: Executive Summary .......................................................................................................1 Chapter 2: Introduction...................................................................................................................5 Planning History .....................................................................................................................7 Goals and Objectives of the Planning Process......................................................................10 Planning Process ...................................................................................................................12 Compliance with Legislative Authorization .........................................................................13 Vision Statement and Goals..................................................................................................18 Chapter 3: Trail Uses ...................................................................................................................19 Chapter 4: Potential Trail Alignments ...........................................................................................23 Segment 1: Big Stone Lake State Park to Ortonville...........................................................25
    [Show full text]
  • Final Lac Qui Parle River Watershed Restoration and Protection Strategy
    Watershed August 2021 Lac qui Parle River Watershed Restoration and Protection Strategy Report Authors Timothy Erickson, P.E., Houston Engineering, Inc. Scott Kronholm, PhD, Houston Engineering, Inc. Lori Han, PhD, Houston Engineering, Inc. Contributors/acknowledgements Katherine Pekarek-Scott, MPCA Scott MacLean, MPCA Marco Graziani, MPCA Anna Bosch, MPCA Kelli Nerem, MPCA Chuck Regan, MPCA Ian Ackman, MPCA Ryan Bjerke, DNR WRAPS Local Work Group Lac qui Parle – Yellow Bank Watershed District Yellow Medicine County SWCD Mitch Enderson Brooke Buysse Mark Hiles Trudy Hastad Kurt Johnson Jason Beckler Jared Roiland Anita Borg Darrel Ellefson Brayden Anderson Minnesota Department of Dave Craigmile Tyler Knutson Natural Resources David Ludvigson Jon Lore John Cornell Yellow Medicine County Ryan Bjerke Michael Frank Christopher Balfany Brady Swanson Jolene Johnson Brooke Hacker Lac qui Parle County Taralee Latozke Deron Brehmer Lincoln County SWCD Jenny Breberg Dale Sterzinger National Resources John Maatz Colleen Wichern Conservation Service Jacob Harrison Burton Hendrickson Lac qui Parle County SWCD Rhyan Schicker Board of Water and Soil U.S. Fish and Wildlife Quintin Peterson Resources Stephanie Bishir Chessa Frahm Douglas Goodrich Cover photo credit: Lac qui Parle River MPCA webpage https://www.pca.state.mn.us/water/watersheds/lac-qui-parle-river The MPCA is reducing printing and mailing costs by using the Internet to distribute reports and information to a wider audience. Visit our website for more information. The MPCA reports are printed on 100% post-consumer recycled content paper manufactured without chlorine or chlorine derivatives. Those with disabilities limiting their ability to access report information may contact the MPCA Watershed Project Manager to provide alternate formats that suit their needs.
    [Show full text]
  • Vol. 27/ 3 (1946)
    Reviews of Books Singin' Yankees. By PHIUP D. JORDAN. (Minneapolis, The University of Minnesota Press, 1946. xi, 305 p. IUustrations. $3.50.) The social history of nineteenth<entury America is a rich stream which even yet is incompletely revealed. Subordinate to such dominant currents as the rise of industrialism and imperialistic politics were multifarious eddies and freshets: the temperance movement, communistic experiments, fads such as Grahamism and hydrotherapy, feminism, abolitionism. More­ over, the growing cities demanded entertainment and avidly patronized Swiss bell ringers, circus freaks like Tom Thumb, concert prima donnas, lecmrers, evangelists, vocalists. Those stage troupers who could combine the amusing with the hortatory were most successful in pleasing the fre­ quendy bipartisan audiences. The long success of the Hutchinson famUy as popular entertainers can thus be attributed in part to their skUl in fusing singing, first, with the cause of abolitionism and, later, with that of temperance. Jesse and Polly Hutchinson, the parents of the famous famUy of vocalists, were New Hampshire farmers who reared fourteen children in the austere way of life to which they themselves were accustomed. The granite-strewn farm in the Souhegan Valley offered little time for leisure or play; there were too many mouths to feed and the land was gritty and rough. When several of the boys ventured to sing in public they met with their father's stern disapproval. Old Jesse Hutchinson had strong moral and practical objections. But the quartette composed of Asa, Judson, John, and Abby, by singing at churches and various religious meetings, gradually weakened domestic prejudice, and by diligent trouping brought back more money to the old farm home than those left to till the soU could produce.
    [Show full text]
  • 2021 Hunting and Trapping Regulations
    Effective July through2021 June 30, 2022 Updated 9.10.21 MINNESOTA HUNTING & TRAPPING REGULATIONS SHARE THE PASSION mndnr.gov/hunting #huntmn Paid Advertisement FIREWOOD ALERT! You have the power to protect forests and trees! Pests like the invasive Buy locally harvested firewood at emerald ash borer can or near your destination. hitchhike in your firewood. Buy certified heat-treated firewood You can prevent the spread ahead of time, if available. of these damaging insects and diseases by following Gather firewood on site when these firewood tips: permitted. What might be in your firewood? GYPSY MOTH is a devastati ng pest SPOTTED LANTERNFLY sucks sap from of oaks and other trees. Female dozens of tree and plant species. This pest moths lay tan patches of eggs on loves tree-of-heaven but will feed on black fi rewood, campers, vehicles, pati o walnut, white oak, sycamore, and grape. furniture — anything outside! When Like the gypsy moth, this pest lays clusters these items are moved to new areas, of eggs on just about any dry surface, from this pest gets a free ride. landscaping stone to fi rewood! ASIAN LONGHORNED BEETLE will EMERALD ASH BORER — the infamous tunnel through, and destroy, over killer of ash trees — is found in forests 20 species of trees — especially and city trees across much of the eastern maple trees. The larvae of this and central United States. This insect is beetle bore into tree branches and notoriously good at hitching rides in infested trunks, making it an easy pest to fi rewood. Don’t give this tree-killing bug a accidentally transport in fi rewood.
    [Show full text]
  • Class G Tables of Geographic Cutter Numbers: Maps -- by Region Or
    G4127 NORTHWESTERN STATES. REGIONS, NATURAL G4127 FEATURES, ETC. .C8 Custer National Forest .L4 Lewis and Clark National Historic Trail .L5 Little Missouri River .M3 Madison Aquifer .M5 Missouri River .M52 Missouri River [wild & scenic river] .O7 Oregon National Historic Trail. Oregon Trail .W5 Williston Basin [geological basin] .Y4 Yellowstone River 1305 G4132 WEST NORTH CENTRAL STATES. REGIONS, G4132 NATURAL FEATURES, ETC. .D4 Des Moines River .R4 Red River of the North 1306 G4142 MINNESOTA. REGIONS, NATURAL FEATURES, ETC. G4142 .A2 Afton State Park .A4 Alexander, Lake .A42 Alexander Chain .A45 Alice Lake [Lake County] .B13 Baby Lake .B14 Bad Medicine Lake .B19 Ball Club Lake [Itasca County] .B2 Balsam Lake [Itasca County] .B22 Banning State Park .B25 Barrett Lake [Grant County] .B28 Bass Lake [Faribault County] .B29 Bass Lake [Itasca County : Deer River & Bass Brook townships] .B3 Basswood Lake [MN & Ont.] .B32 Basswood River [MN & Ont.] .B323 Battle Lake .B325 Bay Lake [Crow Wing County] .B33 Bear Head Lake State Park .B333 Bear Lake [Itasca County] .B339 Belle Taine, Lake .B34 Beltrami Island State Forest .B35 Bemidji, Lake .B37 Bertha Lake .B39 Big Birch Lake .B4 Big Kandiyohi Lake .B413 Big Lake [Beltrami County] .B415 Big Lake [Saint Louis County] .B417 Big Lake [Stearns County] .B42 Big Marine Lake .B43 Big Sandy Lake [Aitkin County] .B44 Big Spunk Lake .B45 Big Stone Lake [MN & SD] .B46 Big Stone Lake State Park .B49 Big Trout Lake .B53 Birch Coulee Battlefield State Historic Site .B533 Birch Coulee Creek .B54 Birch Lake [Cass County : Hiram & Birch Lake townships] .B55 Birch Lake [Lake County] .B56 Black Duck Lake .B57 Blackduck Lake [Beltrami County] .B58 Blue Mounds State Park .B584 Blueberry Lake [Becker County] .B585 Blueberry Lake [Wadena County] .B598 Boulder Lake Reservoir .B6 Boundary Waters Canoe Area .B62 Bowstring Lake [Itasca County] .B63 Boy Lake [Cass County] .B68 Bronson, Lake 1307 G4142 MINNESOTA.
    [Show full text]
  • Local Water Management Plan Lac Qui Parle
    Lac qui Parle County Local Water Management Plan 2003 - 2012 With Implementation Update in 2008 Dredge at Marsh Lake, 1938 Prepared by Midwest Community Planning, LLC, with assistance from The Upper Minnesota Valley Regional Development Commission This page was intentionally left blank to allow for double-sided printing. Lac qui Parle County Water Plan Table of Contents Introduction to the Lac qui Parle County Water Plan .................................................. v Chapter One: County Profile and Executive Summary .............................. Ch. 1 Pg. 1 Role of the County Board, Water Planning Committee and Citizen Participation ................. 1 Lac qui Parle County Water Plan Committee Members ........................................................ 2 Lac qui Parle County’s Population and Location.................................................................... 2 Previous Lac qui Parle County Water Planning Accomplishments ........................................ 4 Lac qui Parle County Clean Water Partnerships/Watershed Projects ..................................... 7 Lac qui Parle – Yellow Bank Watershed Project ......................................................... 8 Watershed Districts ................................................................................................................. 9 Lac qui Parle – Yellow Bank Watershed District......................................................... 9 Upper Minnesota River Watershed District ................................................................. 9
    [Show full text]
  • Map of Lac Qui Parle State Park Trails and Facilities
    LAC QUI PARLE STATE PARK Upper Campground Lower Campground MAP AND GUIDE: ABOUT THE PARK SO EVERYONE CAN ENJOY THE PARK... LAC QUI PARLE The park was created in 1941 to offer recreation along STATE PARK Lac qui Parle Lake. It started as a Works Progress A full set of STATE PARK RULES AND Administration (WPA) project for flood control along REGULATIONS is available at mndnr.gov. 14047 20TH STREET NORTHWEST the Minnesota River. The WPA workers also built WATSON, MN 56295 PARK OPEN three, unique stone and timber buildings that you can 8 a.m.–10 p.m. daily. CHIPPEWA AND still find on the west side of the lake. The lake's name LAC QUI PARLE COUNTIES is a French translation of the name the Dakota people VEHICLE PERMITS 320-734-4450 gave it, "lake that speaks." If you visit in the spring, Permits required; purchase at park office or entrance kiosk. thousands of migratory waterfowl stop at the lake, adding a chorus of honking and quacking. Visit the PETS WELCOME VISITOR TIPS park to experience the migration, paddle the lake, cast Experience the park’s history. Keep on 6-foot leash; pick up after; a line for fish, trek the trails or visit a historic site. attend at all times; not allowed in • Fishing is popular at the Lac qui buildings or at beaches. Parle dam in the US Army Corps of Engineers Recreation Area. CAMPGROUND QUIET HOURS − 10 p.m.– 8 a.m.; only registered campers • Stop by the nearby Lac qui Parle may be in campground during quiet hours.
    [Show full text]