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MINNESOTA MRT MARKETING TOOLBOX <br />Executive Summary: TABLE OF CONTENTS <br />,k successful MRT has potential <br />benefits for Minnesota's economy, <br />transportation, recreation, <br />environment, and public health. <br />Photo provided by Explore <br />Minnesota Tourism <br />The purpose of this marketing <br />toolbox is to provide MRT <br />partners with the tools and <br />information they need to <br />effectively market the MRT <br />ISUMMARYI VISION SETTING <br />EXPONENTIAL POTENTIAL. EXTRAORDINARY EXPERIENCE. <br />The Mississippi River Trail Bikeway (MRT) has the potential to bring visitors <br />to Minnesota communities and enhance the lives of local residents —but <br />only if bicyclists know about its existence, are attracted to its amenities, <br />and believe they will find a valuable experience riding it. <br />The main purpose of this marketing toolbox is to provide potential MRT <br />marketers with the tools and information they need to effectively promote <br />the MRT. An annotated table of contents and marketing plan development <br />flow chart are provided to help you quickly identify the information in the <br />toolbox you need to make your marketing efforts a success. <br />INTRODUCTION <br />MRT BIKEWAY VISION 1.1 <br />This section identifies the MRT brand, key messages about the MRT, and <br />overall objectives, as well as potential MRT benefits. All marketing efforts <br />should reflect this vision. <br />SETTING 2.1 <br />This section helps define the MRT's national, state, regional and local <br />identity. You will find a ten state map, the MRT regional destination area <br />descriptions and maps, and tips for enhancing the local setting in each <br />community. <br />TOOLBOX CONTENTS <br />WHY MARKET 3.1 <br />Use this section to build the case for marketing, identify critical steps in the <br />process, and outline strategies to help you create a solid plan. <br />THE MRT PRODUCT 4.1 <br />Use this section to expand your understanding of the MRT setting and <br />characteristics. It includes detailed fact sheets on the MRT's history, <br />bikeway data, connections to important amenities, and a table comparing <br />Minnesota's six destination areas. <br />THE TARGET AUDIENCE 5.1 <br />Use this section to identify types of bicyclists, types of bicycling trips, user <br />needs, and other information that will help you to understand the potential <br />users and appropriately target your marketing efforts. <br />MARKETING PRODUCT AUDIENCE PARTNERS S <br />Minnesota Mississippi River Trail Bikeway <br />