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MARKETING FRAMEWORK PLAN <br />How has the Minnesota MRT Developed? <br />Because the MRT is substantially an on -road bicycle route <br />on existing infrastructure, MnDOT led the effort. MnDOT <br />partnered with various federal, state, and regional <br />agencies, as well as non-profit groups and river and <br />bicycle enthusiasts to establish a conceptual MRT route in <br />2003. Local, county, and state road and trail authorities <br />provided input. <br />MnDOT, with its partners, developed an initial conceptual <br />route. Minnesota's initial MRT route and marketing efforts <br />are chronicled in a report titled "The Mississippi River Trail <br />in Minnesota: A Masterpiece in the Making - Draft <br />Feasibility Report" (2004). <br />MINNESOTA'S MRT TODAY <br />In 2010, MnDOT's Bicycle and Pedestrian Section secured <br />funding to broadly introduce the MRT to the various local, <br />county, and state road and trail authorities and other <br />interested stakeholders. MnDOT facilitated a series of two <br />meetings in each of the six MRT destination areas. <br />The focus of the community engagement activities was to <br />revisit the conceptual MRT route and expand collaborative <br />partnerships to implement, market, and maintain the MRT <br />route. The funding also allowed for MnDOT to prepare a <br />signage plan for MRT's Trunk Highway segments <br />(approximately 25% of the route), develop a detailed <br />mapbook, and prepare this marketing toolbox. <br />In 2011, MnDOT's Bicycle and Pedestrian Section will <br />continue to work with the MRT road and trail authorities <br />and stakeholders, building on the 2010 work accomplished <br />by MnDOT and MRT stakeholders. Ongoing work includes <br />developing bikeway guidelines, interim alignments within <br />the Mississippi National River and Recreation Area <br />(MNRRA) corridor and elsewhere, updating MRT maps, <br />implementing marketing outreach and multijurisdictional <br />MRT administration, and developing a full route signage <br />plan set. <br />1996 MRT established in <br />southern states <br />1999 MN introduced to MRT at <br />Millard Fillmore Mississippi <br />River Conference <br />2000 Mn/DOT and MN DNR <br />allocate staff and resources <br />to designate the trail in <br />Minnesota <br />President Clinton <br />designates MRT as one of <br />16 National Millennium <br />Trails <br />2001 MN State Bicycle Advisory <br />Committee champions MRT <br />providing substantial <br />assistance in route analysis <br />Reviewed possible MRT <br />routes by car <br />2002 - 2003 <br />SUMMARY VISION SETTING MARKETING (PRODUCT' AUDIENCE <br />(0) <br />0 Tp F� <br />2004 <br />2005 <br />2006 <br />Full route ground truthing <br />analysis bicycle rides <br />occurred over 19 days <br />MnDOT prepares draft <br />feasibility report <br />MnDOT Bicycle Model Plan <br />introduces State Scenic Byway <br />Program featuring MRT <br />National Park Service <br />Alternative Transportation <br />Project Partner Grant to <br />help sign project <br />2009 MNRRA/Metro area partially <br />signed <br />2010 MnDOT met with local units <br />of government and <br />partners to revise trail <br />routes and signage plans, <br />and inform marketing <br />toolbox <br />2011 <br />Conducted eight route <br />evaluation rides <br />Launched MN MRT website <br />and online route map <br />MnDOT continues to build <br />collaborative partnerships <br />and establish MRT <br />governance <br />Confirms MRT Routing <br />Establishes minimum <br />design guidelines <br />Launches collaborative <br />marketing effort <br />2012 Completes signage plan <br />Installs signs <br />♦ Ribbon cutting rides <br />STRATEGY PARTNERS SUPPORT <br />Minnesota Mississippi River Trail Bikeway Page4-4 <br />