Page 92 - High Knob Master Plan

PROJECT/INITIATIVES
KEY PARTNERS
ACTION TEAMS
ACTION STEPS
PRIORITY
TIMELINE
Year 1
Year 2-5
Year 5-10
Goal #1: Launch the High Knob Region Brand
Begin using the High Knob Regional Brand Identity
All High Knob Municipalities
Community Participation &
> Adopt the brand and style guide
High
“Virginia’s Backyard” - External Marketing
Partner with regional marketing organizations to implement HK Brand
High Knob Entity
Friends of SWVA
Heart of Appalachia Southwest Regional Recreation Authority (SRRA)
Community Participation & Marketing
> Present brand identity and Virginia’s Backyard messaging to marketing partners
> Marketing partners begin incorporating the HK brand and messaging in their marketing whenever promoting assets in HK region.
High
“Discover Your Own Backyard” - Partner with local gateway communities to implement HK Brand
High Knob Entity
Gateway communities (Norton, Coeburn, Wise, etc)
Community Participation & Marketing
> Present brand identity and Discover Your Own Backyard messaging to community partners
> Communities begin incorporating the HK brand and messaging in their marketing whenever promoting
High
Create Merchandising & Marketing Collateral
High Knob Entity Friends of SWVA
Community Participation & Marketing
> Coordinate with Friends of SWVA to identify vendor to produce HK branded collateral - T-shirts, hats, waterbottles
> Produce materials at cost for local communities and businesses to sell.
Medium
Goal #2: Improve Communication and Coordination Between Regional Assets and Stakeholders
Establish a regional marketing council that works to identify and implement regional initiatives
High Knob Entity
Friends of SWVA
Heart of Appalachia Southwest Regional Recreation Authority (SRRA) Gateway Communities
Community Participation & Marketing
> Committee establishes workplan to implement branding strategies.
> Committee identifies cooperative funding strategies for marketing.
High
Grow awarness of HKRI and its mission
High Knob Entity Friends of SWVA
Community Participation & Marketing
> Create and manage Facebook user group page to connect to partner agencies and business’ social media.
> Establish “Trail Boogers” volunteer trail cleanup program.
High
Establish communication strategy
High Knob Entity
Community Participation & Marketing
> Use communication worksheets to establish strategies, goals & benchmarks for key targets (Government, Public, Volunteers, Businesse & property owners, Funders)
High
Develop High Knob Region web presence
Friends of SWVA
Community Participation & Marketing
> Incorporate HK region brand identity and messaging into EXISTING myswva. org website.
> Secure www.virginiasbackyard.com and have it direct to HK region on myswva.org website.
> Simply incorporate HK region brand identity and messaging into EXISTING http://www. opportunityswva.org/ website. > Secure www.virginiasbackyard. com and have it direct to HK
Medium
Create promotions to expand local awareness of HK region assets
High Knob Entity Gateway Communities Destination Partners
Community Participation & Marketing
> Coordinate “PARKing Day” across communities or within key events. Have Destinations (Flag Rock Recreation Area, etc) create “Parklets” in downtown parking spaces to market and promote destination.
> Create “Backyard Proud” initiative to foster volunteerism, pride, and community cleanups
Low
92 CHAPTER 10: IMPLEMENTATION HIGH KNOB REGIONAL INITIATIVE
Principle #10: Align with the Unique Identity of each Town while Contributing to the Regional Vision