Communication Confirmation Table Key Public Trail users
Self-Interests
Primary Messages
• Exercise • Get away from the city • Stress relief • Adventure • Enjoy the scenery • Spot or study certain plants and animals • Enjoyment of a hobby that involves being on trails such as horseback riding, mountain biking, or hiking
"Trails4All: Preservation Starts in Your Own Backyard."
Influentials
Objectives
• Friends and • To increase family involvement • Sites/books that of young review trails adults by 30 • Environmental percent by groups 2011. • Community • Organizations and • To increase clubs whose awareness of function or events Trails4All are in someway among trail dependent on users. trails.
Strategies
Tactics
• Increase awareness of the existence and services of Trails4All. • Increase involvement and collaboration with Trails4All. • Change the perception that Trails4All only does clean-ups.
• Post announcements of upcoming events at trailheads • Offer prizes in exchange for becoming a volunteer • Distribute literature about pet friendly trails at pet retailers • Have Huell Howser of “California’s Gold” do a show on Trails4All • Hang Trails4All posters at trailheads • Place Trails4All literature at recreational /environmental themed retailers • SEO marketing for the website
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