Category 8: Marketing
Category Description
Development and implementation of a scenic byway marketing program.
[23 U.S.C. 162 (c)]
Category 8 funds a wide variety of marketing initiatives including: the preparation of marketing plans and strategies; brochure and other collateral design, printing, and distribution; web site development; materials for trade shows, signage; maps, and guides; advertising campaigns; public relations; and training related to marketing. This category emphasizes the importance of multi-state and multi-byway marketing efforts.
Since 2001, this category saw 135 grant awards. Total project costs exceeded $21 million, supported by $14.6 million in byway funding; the match leverage was $0.44.
| Year | Number of Projects |
Total Project Costs | Total Grant Funding | Dollars Leveraged Per Program Dollar |
|---|---|---|---|---|
| 2001 | 20 | $4,176,776 | $3,053,153 | $0.37 |
| 2002 | 7 | $2,399,150 | $1,353,800 | $0.77 |
| 2003 | 22 | $1,714,970 | $1,190,132 | $0.44 |
| 2004 | 17 | $3,799,223 | $2,876,121 | $0.32 |
| 2005 | 34 | $4,758,543 | $2,924,379 | $0.63 |
| 2006 | 35 | $4,331,411 | $3,260,551 | $0.33 |
| Total | 135 | $21,180,073 | $14,658,136 | $0.44 |
Figure 20 : Profile of Marketing Grant Impacts
Relevant Project: Creole Nature Trail Marketing Project
The Creole Nature Trail, AAR, in Louisiana used a NSBP grant of $397,640, with a match from the Southwest Louisiana Convention and Visitors Bureau, to develop a marketing initiative for the byway. The 1999 grant facilitated a marketing initiative designed to build brand awareness for the byway corridor through a variety of initiatives and projects. The Creole Nature Trail developed and refined the concept of “ Louisiana's Outback” as a byway identifier and logo, building a sense of adventure based on eco-tourism. Supporting materials to market the byway included brochures, an audio driving tour, the Creole Nature Trail Companion, and a children's Fun Box (designed to be both fun and educational).
Creole Nature Trail, Louisiana
