Year of the Trail - Brand Strategy

01 V ER S I ON

BRAND STRATEGY COPY WRITE © 2022

YEAROF THETR AILNC .ORG

Vision S tate me nt The Year of The Trail is a year-long campaign to showcase, promote, and celebrate North Carolina’s trails, as well as the broad diversity of trail experiences, in an effort to increase the number of North Carolina trail users and encourage legislative investment into trails.

Bran d E ssen ce

Every Person, Every Trail.

Bran d Prom i s e North Carolina is home to a vast and diverse collection of trails. The Year of the Trail promises access to everyone.

Bra nd Audiences 1. Elected Officials 2. Trail User Groups 3. Paddle 4. Hike/Run/Walk 5. Bike 6. Horseback Riding 7. New Trail Users 8. Diverse Populations

Bra nd P ill a rs 1. Trail Promotion 2. Diversity of Trail Experiences 3. Trail Education 4. Legislative Advancement of Trails 5. Quality of Life Enhancement through Trails 6. Local & Community Engagement 7. Distinctive Trail Types (Natural Surface, Greenway/Paved, Paddle Trail) and Geographic Locations (Coast, Piedmont, Mountains)

Brand Goals & Objectives Celebrate & promote all NC trails.

• Share imagery and stories of trails across the state and encourage the public to experience trails - both those close to home and in different areas of NC. • Highlight NC trails and their benefits through broadcast, print and digital media, billboards, and other advertising venues.

Encourage diverse trail users & experiences by making trails more approachable and accessible, as well as breaking down barriers to new users.

Prioritize stories from diverse trail users • Diversity of experience (paddle, hike/ run/walk, ride, bike) • Racial and cultural diversity • Ability, age, and body type diversity Create easy-to-follow assets (website, maps, guides, etc), allowing both new and experienced trail users to more easily find a trail, join with like-minded trails enthusiasts for events, and feel safe and prepared on the trail.

Empower and equip community leaders to champion trails and their benefits including economic boosts, community cohesion, health improvements, and environmental benefits.

• Present at conferences across the state in 2022 and 2023 to prepare communities to host an event celebrating Year of the Trail • Create a comprehensive Year of the Trail Toolkit to assist communities in their efforts to promote trails.

Connect NC legislators to the benefits trails provide to their district and the importance of investing in NC trails.

• Invite elected officials to trail events taking place in their district • Encourage elected officials to connect with stakeholders and constituents on the trail.

• Provide compelling information and reasons to invest in NC trails • Provide a comprehensive platform for publicity Encourage every North Carolinian to get outside on a trail in 2023.

• Facilitate at least one trail event in each of NC’s 100 counties • Highlight the different trail types that can be found in communities across NC • Natural Surface • Paddle Trails • Paved/Greenways

“From the Everyday to the Epic” “Make Every Day a Trail Day” “Every Person, Every Trail” “Trails for All”

TAG LINE S The purpose of our brand taglines are to capture and summarize our brand promise, brand values, and overall experience.

The tagline may be used in any marketing materials, advertising, or brand execution where we seek to communicate our personality.

From the

everyday to the

epic

Bra nd Stor y Themes • Personal trail stories • Trail facts & information sharing • Community impact & healthy living • Trail itineraries • Trail uses • Trail guides & ‘How To’ • Nature experiences • Diversity & accessibility

Bra nd Mes s a ging • Connection & nostalgia • Freedom & play • Trails stewardship, “Leave No Trace” • Trails for all • What is a trail?

• Trail creation • Notable trail projects in NC • State trails