Less Successful Example of a Narrative/Project Summary:
"Off The Beaten Freeway – A Guide To Scenic Byways" is designed to: (1) raise awareness and appreciation of the state’s scenic byways/tour routes and their inherent role in knitting the fabric of the social, cultural and natural splendors; (2) attract more visitors to the state’s byways/tour routes; (3) entice visitors to stay longer and/or return for a repeat visit and therefore, benefit local economies; (4) inspire regional travelers to "wander at least 150 miles" from home on the byways and start exploring the far-flung corners of the state; (5) benefit travelers by providing them a compelling interactive planning tool for all of the state’s byways/tour routes and the communities they encompass.
This project consists of two major components. The first is the development of a compelling interactive planning tool for all of the state’s byways/tour routes; this "microsite" will leverage the brand cache of its acclaimed print companion "Scenic Byways Travel Guide" and extend this brand in the digital medium by weaving in practical and powerful trip planning information such as waypoint information (things to see and do, places to stay etc.), weather and road conditions.
Visitors will be able to use a single elegant interface on the "microsite" to navigate the state’s byways through evocative photography, moving writing, captivating imagery, and rich video footage that stimulates anticipation of the unparalleled experiences to come when driving along the state’s byways. This interactive experience will engage users and entice further exploration and enable them to build a point-by-point itinerary that gives an unparalleled window into making discoveries in the byway communities including information such as: "where to stay", "where to eat", "attractions" (e.g. museums), "outdoor recreation" (e.g. hiking trails, state parks) and "community events". For example, this "microsite" will enable a traveler wishing to traverse the entire length of a Byway to engage with the site at every stage of the travel planning process – from inspiration and research to planning and the post-trip experience. The site will allow a traveler to plan, research and build a day-by-day itinerary that includes point-by-point directions, points of interest, plus lodging and meals along the way. The traveler can also use social media elements leveraged from other websites, to engage with likeminded travelers and get personalized recommendations that fit his/her interests and lifestyles. Following the trip, the traveler can upload trip photos and/or videos and comment on his/her trip experience.
The second component of the project involves a sustained regional TV and online marketing campaign. This project will entice and inspire travelers to "wander at least 150 miles" from home on the byways and start exploring the far-flung corners of the state.
Based upon our independent advertising research we’re confident that by working with our award-winning advertising agency, we’ll be able to create a robust media selection strategy that maintains a presence in both the TV and online mediums.
The TV campaign will leverage the 24 Public Service Announcement (PSA) spots that were created in 2005-2006 and will be re-purposed for this campaign to be aired on TV, cable and online. This will result in minimal production charges for the re-use of this award winning creative although some new filming and production will be required to rebroadcast the PSAs.
In terms of online marketing, the state will select regional online media sites whose editorial environments are synonymous with the target—travel, lifestyle/entertainment, food/entertainment—and those that can accommodate rich media units and provide us with a wide range of targeting capabilities (demographic, psychographic, day-part & geo-targeting). In addition, the campaign will be communicated through existing media vehicles and other agency public relations efforts.
The Tourism Commission staff has the capacity to manage the project, identify target audiences based on market research, connect the project’s byways/tour route corridor management plans statewide, and design marketing messages that will build upon the National Scenic Byways brand, "Come Closer. We Have Stories to Tell," the state and local byways marketing initiatives and plans. Most importantly, we believe that the state’s brand works harmoniously with the "Come Closer" messaging platform and will resonate with consumers.
As indicated on the budget worksheet, requested funds are completely dedicated to producing the byways online resource, producing and airing marketing messages, conducting targeted email campaigns and increasing web traffic with banner ads. No grant funds will be used for project management or fulfillment of the scenic byways travel guides. Project management and fulfillment will be matched from the Tourism Commission.
This project benefits the byway traveler by offering them the most current information on the state’s byway routes presented through evocative photography, moving writing, captivating imagery and rich video footage that stimulates anticipation of the unparalleled experiences to come when driving along the state’s byways. This project will also communicate an appreciation for byways and their inherent role in knitting the fabric of the social, cultural and natural splendors the state has to offer; it will entice and inspire travelers to "wander at least 150 miles" from home on the byways and start exploring the far-flung corners of the state.
In addition to aspiring visitors, the site will also satisfy the pragmatic necessities of travel by leveraging rich content not only from the flagship website for official travel and tourism information for the state—but also sister sites and social media sites. Travelers will be able to access comprehensive content about the people, places, events, activities, sights, sounds, and tastes of the communities using one elegant interface for their entire trip experience—from inspiration and research to planning and the post-trip experience.
The site will allow a traveler (or group of travelers) to plan, research, build and share a day-by-day itinerary that includes point-by-point directions, points of interest, plus lodging and meals along the way. The traveler can also use social media elements leveraged from the social network to engage with likeminded travelers and get personalized recommendations that fit his/her interests and lifestyles. For example, travelers can read reviews on the "best place for a roadside burger" along a Byway or "most bizarre attraction" along a byway and save these points of interest to the "travel planner".
The travel planner will allow travelers collect interesting events, destinations, points of interest, towns, and sights along the byways. They can: print it out for reference, email it to traveling companions for consideration, and share with co-workers.
Following the trip, the traveler can fondly remember the trip by uploading photos and/or videos and write narratives about his/her trip experience using the power of social media. These mementos will live forever on the site and act as a collective "live journal" of traveling through the state.
The proliferation of broadband Internet access and the connectivity afforded by mobile devices has fundamentally changed how consumers behave. Today, the Internet has evolved from its initial role as a "utilitarian" tool used to shop for the cheapest air fare or check email into a complex life-management tool. From banking to weight management, to entertainment and socialization, technology is embedded into every facet of modern life. Furthermore, technology has enabled today’s skeptical consumers to control how and where they access media and empowered them to create their own "media channels" via blogs and social networking.
Consequently, it is no surprise that the Internet is the primary planning and research tool for consumers. Consider the following statistics from the Travel Industry Association of America and the most recent Longwoods study of the state’s travelers:
- 88% of travelers use the web to make their travel arrangements (hotel, airline etc.)
- 32% of those who had visited on an overnight trip in 2004 used the web to plan their trip; this is second only to "past personal experiences"
- 46% of those who had visited on an overnight trip in 2004 booked their trip on the web
We strongly believe that a compelling and engaging digital presence for the state’s byways can stimulate exploration of the state’s far-flung corners. The state’s scenic byways may not offer the fastest ways to get around the state; yet, they’re a fascinating window into the stories of the state’s past, the celebrations of its present and the promise of our future.
This example is less successful because it:
- Is confusing in how it is presented. Descriptions should be succinct and detail exactly what the project is (i.e., the update of the website to facilitate trip planning) to enable the reviewer to understand exactly what the project is, the project’s components, its intended outcome, and be clearly linked to and explained in the Work Plan and Budget/Cost Breakdown sections of the grant application
- Does not identify the target audience (e.g., provide demographic information)
- Talks about creating a "robust media selection strategy that maintains a presence in both the TV and online mediums. Ideally the strategy should have been defined before requesting funding to "repurpose 24 Public Service announcements" and to finance a television campaign
- References the selection of "regional online media sights whose editorial environments are synonymous with the target – travel, lifestyle/entertainment, food/entertainment -- and those that can accommodate rich media units and provide us with a wide range of targeting capabilities..." Ideally, the online media sights should have been identified in the grant request to substantiate funding
- References "producing and airing marketing messages" without quantifying (e.g., how many) and "conducting targeting email campaigns" and "increasing web traffic banner ads" without providing specific detail. This lack of detail makes it difficult for the reviewer to substantiate the funding request
- There is no plan for or reference to ongoing assessment or performance measurement to determine the success of the proposed marketing effort.
