Non-motorized Trail Branding, Website, and Marketing Strategy Services

The Vendor is required to provide trail branding, website creation, and marketing strategic services for the County.
- Provide expertise for the following initiatives:
• Creation of a unique regional brand for the trail network,
• Develop a website and support mobile application,
• Establish a marketing and media strategy, and
• Creation of design guidelines for signage and wayfinding
- The Consultant shall also have experience in facilitating an inclusive and collaborative creative process with government agencies, community members, and business stakeholders.
- This project will be delivered through a structured three-phase approach designed to ensure strategic alignment, efficient execution, and a successful launch.
- The overall approach should emphasize innovation, creativity, and strategic thinking to deliver a solution that is memorable, engaging, and impactful.
- Non-Motorized Trails Brand
• Creation of a polished and professional brand and logo for the county's legacy trail. A brand that enhances regional visibility, encourages trail use, and supports long-term community pride in the system.
• Identify and utilize county's strengths to tell the story of the community that reflects its current assets, growth goals, and aspirational vision for the future, with a nod to its history.
• The brand identity should be easily recognizable and scalable for use across variety of applications, including signage, marketing materials, and digital platforms.
• Provide potential performance indicators (KPIS) and metrics to measure the success of the branding effort and its impact on business attraction, community engagement, and economic development.
- Website & Mobile Application
• Creation of a new website and mobile application for the county's legacy trail.
• Incorporate the county's existing ArcGIS dashboard into the new platforms allowing users to search for trails close to their location, organize itinerary, review trails and connect with destinations, businesses and points of interest.
• Enhance county's digital presence and engagement, developing organic content strategies for social media, website, and email marketing, implementing strategies and digital advertising campaigns to drive traffic to online platforms
- Marketing & Media Strategy
• A marketing and media strategy that promotes the health, economic, and quality of-life benefits of non-motorized trails while engaging residents, local businesses, and visitors.
• Strategy to partner with local municipalities and stakeholders in county to bring awareness to the initiative. This may include recommendations for digital platforms, social media campaigns, public service announcements, groundbreaking ceremonies, ribbon cuttings, and collaborative outreach with project partners.
• Identify and develop key messages with digital & print graphics that convey a desirable destination for recreation and non-motorized trails. Target audience may include residents, visitors, businesses, developers, and investors.
• Incorporate branding elements into strategic recommendations for economic development and quality of life marketing efforts.
- Wayfinding Signage Guidelines
• Create a visually compelling and adaptable wayfinding; include the following recommendations:
• Dimensions, material, color palette, font (size and weight) and typeface (design)
• Symbols (permitted uses, public health/safety contacts, etc.)
• Accessibility considerations (height, readability, language, etc.)
• Technology-related considerations, such as QR codes, cloud-based technologies or services (including mapping), etc.
• Correct use of logos for marketing purposes such as t-shirts, websites, brochures, etc.
• Recommend wayfinding/signage hierarchies and design protocols for trail segments that have local, regional, and state designations, as well as sponsorships.