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