Local Byway Communities Are Next Focus of Federal Advertising Grant

Byway Benefactor - The Great Bend Zoo recently opened a new state-of-the-art raptor rehabilitation center, a facility that is largely popular with the birding traffic brought to Great Bend by the Wetlands & Wildlife National Scenic Byway.

Last year the Wetlands & Wilidlife National Scenic Byway (which runs through Barton, Stafford and Reno Counties) received a $150,000.00 marketing grant from the Federal Highway Administration. This includes matching funds of $30,000.00 from Barton County. The Great Bend & Convention Bureau (GBCVB) was responsible for the first phase of this byway marketing grant.

 “For over six months, I've been working with marketing consultants, North Star Destination Strategies (North Star), to produce a national marketing plan for the Wetlands & Wildlife National Scenic Byway. The plan is complete and full-color Byway advertising will appear in publications such as American Road Magazine and the Kansas Travel Guide.” said Cris Collier, President of the GBCVB. “The next phase of this grant will be a local awareness and internal marketing campaign based on the national plan's recommendations. This campaign will prepare Byway communities to respond to both visitor and media requests.”

Barton County will take the lead on the next phase of the marketing which will focus on the Byway Communities of Great Bend, Hoisington, Ellinwood, St. John, Stafford, Claflin, & Hudson. Janet Crane, who is the financial officer for Barton County, will work with Judy Walden from the Walden-Mills Group based in Denver CO. Mills has already met with representatives from each of the Byway Communities to begin helping them tell their community’s story and develop travel products that will benefit residents and attract visitors.

Cross-Marketing - This informative publication is one of many tri-fold brochures available to local businesses and organizations to help promote the Wetlands & Wildlife National Scenic Byway that encompasses several Central Kansas communities.

“I’ll be helping communities with the technical work of preparing a press kit, writing news releases and developing travel products and multi-community itineraries.” said Walden,” But the communities themselves will be doing the heart work. They’ll be the ones to find the authentic stories & experiences that will captivate visitors.”

Target Markets. North Star’s marketing plan provides a strong base of research that clearly defines the Byway’s target audiences. Byway Communities will be tailoring their visitor and media message to these seven interest groups:

1. Soft Adventure Seekers
2. Birders
3. Nature Photographers
4. Nature Travelers
5. Wildlife & Parks Visitors
6. Scenic Byway Travelers
7. Bicyclists & Motorcyclists

Themes & Subthemes. The Wetlands & Widlife National Scenic Byway identified its overarching theme of motion and change as a result of work done through a Scenic Byway interpretive grant. Secondary themes for the Byway were identified during this process and each Byway Community uniquely represents these secondary themes. Rallying the communities around common themes was a strongly recommended tactic of the North Star experts. A thematic framework will allow each community to connect directly to Byway stories and move visitors from community to community.

1. Hoisington - Weather
2. Clalfin - Geology & the Landscape
3. Ellinwood - Movement of Man
4. Great Bend - Birds & Wildlife
5. Stafford County - Wetlands (St. John, Stafford, Hudson)

Press Kit. The next step for the Byway Communities is gathering the stories, photographs, images, facts, events, people, and activities that tell their thematic and community stories. Press kits will be developed from their contributions. These kits will be flexible enough to use as responses to visitors and groups and as a traditional media kit. Communities will learn how to write a press release and will have a Byway slide show customized for them. Press kit information will include:

1. Fact Sheet/Tip Sheet. Local facts and insider tips.
2. Calendar of Signature Festivals & Special Events
3. Community Background
4. Story Lines. Thematic & community based.
5. Community Images. Photographs, art, clips of articles.
6. Press Releases.
7. Cover Letters. Customized to different types of media & visitors.

Benefits. North Star was optimistic in their assessment of the economic benefits possible along the Byway. “Each community brings a unique set of assets to the Byway experience. Each community has a role in how the Byway is perceived. And, each community can contribute to creating and sustaining a rich and memorable visitor experience. Quite simply, if a community realizes their potential and contributes to creating and sustaining a good visitor experience, the positive reputation of the Byway grows, the Byway gains more traction in the marketplace, and the economy benefits from more tourism spending.”

Byway Award - Representatives from the Great Bend Convention & Visitors Bureau accepted a national planning award in the fall of 2009 for their efforts with the Wetlands & Wildlife National Scenic Byway.

At the community meetings, Judy Walden asked what the participants wished for their cities. Afterward she said, “I believe that all of the wishes these communities have can come true. It will happen through the cooperation between all of the stakeholders in the Byway.”

During the meetings, Walden complimented the Byway Committee for its methodical work in putting an interpretive plan, printed materials, and signage in place and following that with grants for a comprehensive marketing plan and an update to the Corridor Management Plan. Walden told the communities, “You are fortunate to have an active, forward-thinking byway committee. They have put plans in place so that you, as byway communities, can build your community marketing efforts on a solid foundation. And they directed part of this grant specifically to your communities so that you would have the resources to make the most of your enviable place on a national scenic byway -- one of only 150 in the United States.”

Itineraries & Product Development. This project will continue for the next two years under the guidance of Judy Walden. Communities will have the opportunity to consult with her on developing travel experiences and activities that are authentic and enhance the community for its residents. She will help each community develop single and multiple day itineraries that move from community to community to provide a unique visitor experience.

Cross-Marketing. A local marketing team will keep each community on track and a member of that team will represent the community on a Byway Internal  Marketing Committee. This committee will set up a structure to facilitate byway-wide information about what’s going on in each community and along the byway. Sharing resources and events will mean more participation and greater media coverage for the communities. Opportunities to “send the visitor to the next community or attraction” will be defined. The committee will work with businesses and attractions to find the best way to build knowledge of the other byway communities. A familiarization tour will be a big part of this. Community members will board a bus, travel the byway, and visit each community to find out what’s there and what kinds of partners and visitor referrals they can make.

Great Bend. ”Of course, the GBCVB is the local marketing team for Great Bend! But that doesn’t mean we can do this alone,” said Cris Collier. “Melody Fisher from our office will be the contact person for story lines, especially stories related to Great Bend’s theme of Birds & Wildlife. She’ll also welcome photographs, event information, and insider tips. Melody will serve as a member of the Byway Internal Marketing Committee on behalf of Great Bend.”

Great Bend is hoping to use the idea of migration through the city to tie together the theme of Birds & Wildlife with its attractions and businesses. Migrating Great Bend from the Raptor Center & Zoo to the tree-filled Courthouse Square, the Historical Village on the Arkansas River, the Dominican Sister’s bird habitat & Heartland Farms, and all of the beautiful, wildlife filled parks and tree-lined neighborhoods in-between allows for some creative promotions and events that businesses all over Great Bend can join.

If you have stories or photos, event information, insider tips, or authentic Great Bend experiences to share for this project, please contact Melody Fisher at the GBCVB, 620-792-2750, tours@visitgreatbend.com You can visit the GBCVB online at www.visitgreatbend.com  You can visit the Wetlands & Wildlife National Scenic Byway online at www.kansasbyway.com.