Examples of Grant Applications

Good Example of a Narrative/Project Summary:

The Maryland Office of Tourism Development (OTD), in partnership with the State Highway Administration's (SHA) Scenic Byways Program, will continue to implement a marketing program employing an inter-related plan of work that features advertising, consumer travel and trade shows, press tours and the training of Call/Welcome Center staff members. As the statewide leader in tourism marketing and development, OTD provides the staff and program support to achieve the optimal development of tourism benefits for the State of Maryland. Through the expertise of a diverse staff, the programs of OTD focus on both the development of product within the state, as well as, the selling of product to both domestic and international travelers.

THE MARYLAND BYWAYS PRODUCT: The configuration of the state's byways product consists of 19 byways, including three America's Byways, each with a theme unto itself. All of Maryland's five tourism regions and 11 State Heritage Areas feature byways as travel options. The diverse themes indicate one story found woven into the fabric of each byway yet most of the byways have significant assets telling stories of national and international significance. Three byways, Chesapeake Country (northern section), The Historic National Road and Catoctin Mountain Byway have been designated America's Byways. Four byways, Harriet Tubman Underground Railroad, Religious Freedom, Blue Crab and Charles Street, have completed Corridor Management Plans (CMP), have a number of projects underway and are seeking federal designation in the next round.  The Chesapeake Country Byway (middle section) is working on its CMP and the Star Spangled Banner and National Historic Seaport Byways are seeking CMP funds in this round of grant applications.  To say the least, the Maryland Byways Program is thriving!  

THE IMPLEMENTATION TEAM: The team working on this project includes staff from OTD's Marketing and Communications Unit, the Director of Cultural and Heritage Tourism, the Assistant Director for Visitor Experience,  Website Program Manager and the State Highway Administration.  Additionally, input for the advertising creative will be sought from around the state including representation from local

Destination Marketing Organizations, Executive Directors from Maryland's 11 Heritage Areas and the Byway Mangers. Professional services will be provided by OTD's Graphics Team and/or advertising agency.

CONSUMER MARKET SEGMENTATION: The primary geographic market is described as the 150-mile radius from the geographic center of the state, but principally includes Maryland, Philadelphia, PA, Washington, DC and Northern Virginia.  The secondary geographic market will also include New York, mid- and western Pennsylvania, New Jersey, Delaware, Virginia, North Carolina, West Virginia and Ohio. The international markets include parts of Canada and Europe. Demographically, the target audience consists of adults ages 35-64, who have an average household income of $74,000+, are well-educated and working in managerial and professional occupations. They have made a trip of more than one day in duration within the U.S. in the past 12 months, which includes business, weekend travel, short trips and vacations. Further definition of this audience is according to their special interests in

history, culture, natural beauty and soft-adventure recreation and will be compared to the market study currently underway.

MARKETING GOAL: With the help of National Scenic Byway marketing funds, OTD can build upon its new theme of "Pretty.  Close." The marketing goal will be to create demand for byway products by individual consumers and group travelers.

ADVERTISING:  To create demand, OTD will produce a series of print and electronic advertisements to increase awareness of the byway travel experience. The advertisements will focus on the multiple intrinsic qualities the byways have to offer. Each advertisement will feature a toll-free telephone number, 877-MDBYWAY and OTD's website address, www.visitmaryland.org and the America's Byways logo. Each inquiry will be fulfilled with the Maryland Byways guidebook, map, Maryland Calendar of Events and Destination Maryland Guide. Whether using the phone or the web, the consumer will be provided with all the necessary information to have an optimal travel experience on a Maryland Byway.

Simultaneously, OTD public relations staff will conduct a media blitzes to targeted consumer and trade press. Inquiries from travel writers will be qualified and media tours will be conducted highlighting the byways. Another marketing objective will be to exhibit in a series of consumer/trade shows which are held in the same markets where advertisements are placed and media blitzes occur. As in the past, OTD will distribute the new byways guide book and map at all of its consumer and trade shows.  Additionally, through two other FY 2008 grant applications, OTD seeks to intensify the marketing of Maryland Byways in two of its 13 Welcome Centers through the design and installation of exhibits showcasing state and nationally designated byways.   

MOTOR-COACH MARKET:  In February 2010, Maryland will host the American Bus Association's Annual Marketplace and have an unparalleled opportunity to showcase Maryland Byways to the group tour market through one-on-one appointments and pre-conference tours.  As a way to create excitement for the 2010 event, OTD will promote Maryland Byways at the 2009 Marketplace being held in Charlotte, NC.  The 10' X 20' Maryland booth will be outfitted to highlight Maryland Byways, an informational publication will be developed to profile each byway, a promotional publication will encourage familiarization tour participation for 2010 and pull-up banners will be developed to grab tour operator attention.

DOWN-LOADABLE DASHBOARD TOURS:  In an effort to enhance the byways section of the Visit Maryland website, OTD will develop down-loadable "dashboard" tours that combine audio, video and photographs for four to six byways.  The dashboard tours will make the byways come to life and give the byway traveler the windshield perspective of what is it like to travel seasonally along Maryland byways.  The tours will work in conjunction with the current web-based byways content and allow for user-generated content.  

THEMATIC AND INTERPRETIVE ASSESSMENT: In order to lay the groundwork for the future growth and refinement of Maryland’s byway network and its effective marketing, OTD will procure consultant services for a thorough thematic and interpretive assessment of the network. OTD and the consultant will engage the community of stakeholders in Maryland’s byways to evaluate the extent to which the network embodies and thematically expresses the most important and significant scenic, historical, recreational, cultural, archeological and natural intrinsic qualities in Maryland. The work will be coordinated with the interpretive framework being developed by the Maryland Heritage Areas Authority to identify Maryland’s most important national heritage stories, to help focus program resources and investments. It will include a market-testing component. This work will result in recommendations for future thematic, interpretive and routing additions or modifications to the network, priorities for the investment of National Scenic Byway Program funds in Maryland, and an overarching theme for Maryland Byways which can be used to inform and assist marketing.  

MARKETING RESULTS AND BENEFITS: By continuing to take the byways product to market, OTD has the opportunity to attract more visitors to Maryland, increase visitor length of stay and increase visitor expenditure. The resulting economic impact is a direct benefit that sets the stage for historic preservation, conservation, community revitalization, the creation of new jobs and business, and expansion of the tax-base. An indirect benefit to the traveler is the easy access to byways information and enhanced customer service via 877-MDBYWAY and

www.visitmaryland.org.

This project benefits the byway traveler because it provides access to the two most important pieces of information needed to more fully enjoy Maryland Byways - the Guidebook and Map.  The travel experience is more fully enjoyed when using the book for information on attractions, events and activities and the map for way-finding. 

Programmatically, state-level marketing and the production of the guidebook are considered the two most important components in the long-term success of the Maryland Byway Program.  Without this leadership and support from the state, Maryland Byways would have much less market recognition and therefore realize less economic impact and a more difficult time sustaining themselves or their resources.