The Chautauqua County Department of Planning & Economic Development (PED) is seeking proposals from qualified individuals or firms to assist the PED and our community partners with the implementation of a marketing strategy for the Chautauqua County Overland Trails in Chautauqua County, New York. The services provided will result in an Overland Trail brand, a new logo, signage examples, updated trail maps and brochures, interactive/online maps, a geolocated digital tour, and digital interpretive trail elements. This process had been funded by Chautauqua County, the Chautauqua County Visitors Bureau, and Empire State Development’s Market NY Working Capital Grants. This funding is intended to improve visitation at the Overland Trails from both residents and tourists, with a focus on tourism.
Chautauqua County owns and maintains 43 miles of Overland Trails which are split into two trails, the Fred J. Cusimano Westside Overland Trail is a 24 mile long nature trail spanning 4 towns and 6 state forests and the Earl Cardot East Side Overland Trail is a 19 mile long nature trail spanning 4 towns, numerous reforestation areas, and the Canadaway Creek Wildlife Management Area. In 2011, the County finished and adopted Chautauqua 20/20, the Chautauqua County Comprehensive Plan. In 2012, the County completed the Chautauqua County Greenway Plan, which called for the County to develop and market the County’s existing and unrealized greenway opportunities.
The Overland Trails are well known locally, however, that does not always translate into use by tourists. PED would like to change this by implementing a marketing strategy starting with the creation of a cohesive brand and logo that reflects the history of the trails and the surrounding community but can be utilized in digital marketing and on digital interpretative trail elements. The second, and main, component of the marketing strategy will then focus on updating the digital presence of the Overland Trail and enhancing the user experience.
Scope of Work:
1. Trail Branding
A. Creation of a collective name that can be used to market the trails outside of Chautauqua County
B. Creation of a logo with or without a tagline
C. Outline logo and brand guidelines
D. Design new printed brochures and other print materials for marketing that include maps
E. Design new online/interactive resource that serves as the digital brochure
2. Geolocated Digital Interpretative Trail
A. Creation of a digital interpretative trail
i. Proposers are encouraged to be creative and determine the best format and technology of the digital interpretative trail. However, typical digital interpretative trails include some of the following elements; QR Codes, geofencing, smartphones, websites, social media, and other means to tell the history, geology, botany, and ecology of the Overland Trails and Chautauqua County, New York.
ii. The digital interpretative trail elements shall be designed in a way that they enhance user experience and are able to be marketed to potential visitors of all ages from outside the County.
B. Design of the graphic elements for trail markers leading from the analog world to the digital world.
C. Design of trail markers
3. Marketing Plan
A. Develop a strategy to roll out the brand
B. Develop a social media strategy, as well as one using traditional media partners
C. Propose a low-cost public roll-out for the rebranded trails
D. Suggest best options for media buying
July 20, 2017.
Patrick T. Gooch, Senior Planner
201 West Third Street, Suite 115
Jamestown, NY 14071