Shown on Whadjuk Trails Map as - Town of Cambridge

Advertising presents the trails (individual and network) specifically, and demonstrates its features andbenefits. A mix of both will produce maximum effect for reinforcement. Unique angles to interestopinion leaders need to be found, and stories about the benefits need to be developed. Exposure viaboth ads and PR generates greater mindshare and higher perception. "Success breeds success."Among the key components included in a strong product launch plan are a clearly defined targetaudience, and promotional functions already in place that may be of assistance with launch of thetrails.Adequate quantities of brochures are required ensuring that at launch, sufficient are available toprospective walkers. This quantity will be determined on research; initial view would estimate 1000.Primarily, marketing will be through websites, limiting physical production of printed material, withenvironmental impact at the forefront of all considerations. It is important that all levels of councilpersonnel are aware of the trails to ensure that customer support is satisfactory.Marketing needs to focus on the people/ users of the trail, not the physical trail. This emphasis is onthe effect of the trail on the user. It is about attracting interest, and has to be about simplicity,productivity, style — all things people are interested in. The launch will address the way that trailswill fit into prospective user’s lives, highlighting benefits to be gained. The picture to be painted is ofa better life. Users, unlike manufacturers/ councils do not care about the technical specs. No one willtalk about what a product does; they talk about what it might do.History helps. Bibbulmun for example offers sections dependant on time available and fitness levels.Innovative and useful products (like the apps and QR codes) encourage the assumption thatsubsequent trail releases will be just as novel and useful. Incorporation into the Network from theoutset is important as this creates a media interest, ensuring they know who you are and making freepress a lot easier.Being revolutionary with real news will attract attention. It is important to take a position that’s boldand imaginative, portraying a future that customers want to live in and are excited by. Right orwrong, the world loves visionary companies with the courage to lead, and this generates an interestin what’s going to happen next and when it will happen.Council websites need to mention this anticipated launch so that everyone knows something ishappening. A small ad on the base of all council emails would be a useful tool. A big deal about aproduct launch means that potential customers and media are likely to take it more seriously. Thiswill reflect in the response. Better knowledge will permit more funding being available from externalsources in the future.Appearance is important as lack of appeal, regardless of the usefulness will not encourage sharingwith friends and colleagues. A professional design makes people want to talk about it, and, online oroffline, will have a big impact. A core message differentiating our trails from everything else needs tobe developed as it is this unique product identity that strengthens the market's perception, reinforcingthe importance of the trails. Establishing this identity will require continual repetition of the coremessage, and constant positioning within all possible marketing communications. The National Trustof Australia has a heritage festival from 18 th April to 18 th May 2012. There will be stories, innovation,invention and activities, and this may be a good place to market the trail network at little cost, to atargeted audience.Page 20 of 29