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MINNESOTA MRT MARKETING TOOLBOX <br />How can I define a process to market the MRT? <br />Jse the marketing checklist to <br />help you get started, or to <br />evaluate your readiness to market <br />The goal of marketing is to match the right product or service with <br />the right audience. The checklist below will help you with your <br />planning efforts, or serve to evaluate your readiness to create a <br />specific marketing plan. <br />MARKETING PLAN CHECKLIST <br />❑ DEFINE YOUR OBJECTIVES, SCHEDULE, AND BUDGET. <br />What are your overall goals? Do you want to: <br />- Raise MRT awareness? <br />- Gain community support? <br />- Attract bicyclists? <br />- Facilitate planning a trip? <br />Promote businesses and services along the route? <br />Create a memorable experience for bicyclists? <br />How do your efforts to market the MRT align with other <br />goals for your organization, business, or community? <br />Have you identified your budget and funding sources? <br />What is the timeframe for completing your objectives? (Are <br />you aware of publication deadlines for local newspapers, <br />community newsletters, or other publications. Are <br />complementary events or marketing efforts occurring that <br />could create synergy with the MRT marketing) <br />❑ IDENTIFY YOUR TARGET AUDIENCE AND THEIR NEEDS. <br />Have you conducted an inventory and assessment of <br />community assets, including bicycle facilities, services, <br />amenities, events, and support that bicyclists may find <br />attractive? A bicycle -friendly community checklist can be <br />found at: <br />http://www.bikeleaaue.ora/proorams/bicvclefriendlvamerica <br />/co m m u n itysco reca rd/. <br />Are you targeting a specific type of bicyclist or a specific <br />type of trip? (Make sure to consider existing users) <br />Is the product you are marketing suitable to the audience <br />you are targeting? <br />Do you have diverse marketing strategies tailored to specific <br />bicyclist types on different types of trips? <br />❑ SELECT MARKETING STRATEGIES FOR YOUR TARGET AUDIENCE. CONSIDER <br />THE FOUR PAS (PRODUCT, PRICE, PLACE AND PROMOTION). <br />• Is the segment of the MRT that you are promoting a good <br />match for the age and ability of the bicyclist you want to <br />attract? <br />SUMMARY VISION SETTING [MARKETING' PRODUCT AUDIENCE STRATEGY PARTNERS SUPPORT <br />rNEs.._ <br />ithlt Minnesota Mississippi River Trail Bikeway ?age 3 <br />