Take a Hike with

Chautauqua Rails-to-Trails

TABLE OF CONTENTS
Executive Summary
Research and Analysis
Introduction
Research
Client interview
Site visit (Feb. 8, 2014)
Site visit (April 5, 2014)
Content analysis of website
Content analysis of social media
Content analysis of brochure
Content analysis of newsletter
General survey analysis
SUNY Fredonia student survey analysis
Awareness poll analysis
Board meeting observation
Analysis of similar organizations
Focus group with SUNY Fredonia Sustainability Committee
Focus group with Fredonia Recreational Outdoor Group (FROG)
Analysis of relevant journal articles
Analysis of the organization
Analysis of the situation
Analysis of the key public
Public audit
Recommendations
Goals and objectives
Strategies and tactics overview
Message design
Strategy A: Improve branding
Strategy B: Enhance online presence
Strategy C: Enhance organizational materials
Strategy D: Establish connection with SUNY Fredonia campus organizations
Strategy E: Develop membership benefits
Strategy F: Develop a re-grand opening event

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5
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53

Budget
Budget overview
Detailed budget
Schedule

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Creative Materials
New logo options
Organizational materials
Fact sheet
Newsletter
Q&A for volunteers
Event materials
Press release
Media advisory
Letter of solicitation
Direct mail piece
Letters to SUNY Fredonia organizations
Career Development Office
Sustainability Committee
FROG
Office of Volunteer and Community Services
Social media examples
Discount card mockup
Discount card letter to businesses
Bumper sticker
List of media contacts
List of local business contacts

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84

Evaluation

88

Appendix

89

EXECUTIVE SUMMARY
Chautauqua Rails-to-Trails is a nonprofit organization that aims to acquire, develop and maintain
multi-purpose recreational trails on or near abandoned railroad corridors for public use. When
the organization explained its mission and shortcomings to Footprints PR Group, the firm was
eager to get the ball rolling and help CR2T.
The ultimate goal that CR2T was looking to accomplish when it first approached Footprints was
increased funding. The lack of funding the organization receives limits the amount of trail
maintenance and awareness efforts it can do. Both of these things are vital; deficient funding
prevents the organization from reaching its full potential. Since CR2T relies on generous
donations from general supporters and trail members, the firm feels awareness is a major issue
that needs to be addressed. People who may be interested in donating or becoming a member
would be unable to do so if they are unaware of the organization.
In order to properly determine the extent of these issues, Footprints conducted a great deal of
research. To get a better understanding of the organization, its issues and ideas for improvement,
the firm conducted client interviews and site visits as well as content analyses of organizational
materials and CR2Ts online presence. Footprints also administered surveys and a poll to the
general county population along with surveys to SUNY Fredonia students to accurately measure
awareness and public perception. In addition to that, Footprints also held focus groups with
SUNY Fredonia campus groups interested in sustainability and outdoor recreation in order to
generate ideas and help form more solid campaign strategies. Lastly, the firm reviewed and
analyzed scholarly articles relevant to CR2T and the issues facing the organization.
After research was completed, it was clear to the firm that CR2T is unable to secure significant
funding from donations and membership because people are generally unaware of the
organization. The firm determined that lack of awareness initially stems from trouble with the
organizations branding and identity. CR2Ts insufficient and inconsistent branding leads to
confusion and misunderstanding, which hinders the organizations overall success. The research
also concluded that current awareness is rooted in an older demographic, while younger
members of the local area are an under-utilized public. This group of people are most likely to
use the trails and are also able to make consistent and recurring donations for a longer period of
time than the current members. Because of this, Footprints determined that members of
Chautauqua County, ages 18 to 40, should be CR2Ts key public to target with this campaign.
Taking this information into account, the firm is confident that it can help CR2T accomplish its
goals.
Footprints has set three goals for the campaign: to establish an identity for CR2T, to create
awareness for CR2T, and to increase CR2T membership. These goals can be split up into
awareness, acceptance, and action objectives that describe exactly what the firm is looking to
achieve. The awareness objective is to increase awareness of CR2T by 100 people in Chautauqua
County between the ages of 18 and 40 within six months of the campaign kickoff. The
acceptance objective is to gain interest in CR2Ts mission by 40 people in Chautauqua County
between the ages of 18 and 40 within one year of the campaign kickoff. Lastly, the action
objective is to increase the number of people in Chautauqua County between the ages of 18 and

40 who become members of CR2T by 15 new members within one year of the campaign kickoff.
The firm feels that it is able to help CR2T reach its full potential with these goals and objectives
guiding the campaign.
In order to achieve these goals and objectives, Footprints has strategic recommendations for
CR2T to execute. First, the firm recommends that CR2T improve the organizations branding by
using one steady logo, and using its name and abbreviation consistently. This makes it much
easier for the public to accurately identify the organization and its cause. Secondly, the
organization should enhance its online presence. This entails updating and improving the use of
social media and the CR2T website, as well as creating an email list for members and
nonmembers for brief informational updates. Next, Footprints recommends that CR2T enhances
its organizational materials. The firm believes that the organization will be better equipped to
define itself and communicate its mission if the CR2T newsletter and brochure are improved and
if new materials are created such as a fact sheet and a volunteer Q&A.
In addition to that, CR2T should establish a connection and build relationships with SUNY
Fredonia campus organizations. These organizations include the Fredonia Recreational Outdoor
Group, the Career Development Office, the Volunteer and Community Services Program and the
Sustainability Committee. These connections can lead to CR2T taking on an intern as well as the
utilization of student volunteers to help maintain the trails. Also, CR2T should develop
membership benefits to provide more incentive for people to become a trail member. Examples
of incentives include discount cards applicable at local businesses, bumper stickers, oversized
trail maps and creating a members-only email list for those who prefer an electronic version of
the newsletter. Lastly, the firm suggests that CR2T develop a re-grand opening event. Footprints
feels that an event can be a fun and effective way to generate awareness and get people to
experience the trails. It would also be an excellent setting to acquire new members. To prepare
for the event, promotional materials should be made and sponsorship alliances with local
businesses should be formed.
All in all, Footprints feels these new ideas will help establish an identity, generate awareness and
increase membership for CR2T. Footprints understands the organizations strengths and
weaknesses and has established ways to improve the organization and secure long-term success
for CR2T. The firm believes this campaign will generate awareness and positive opinion of
CR2T, but will also result in an increase in funding from memberships and donations, fulfilling
all of the organizations goals.

Research

INTRODUCTION
CR2T is a nonprofit organization that focuses on the restoration of abandoned railway lines with
the goal of converting them into recreational trails. The trails are located throughout Chautauqua
County and are free to the public.
The organization has struggled over the years to find support for its cause in terms of both
financial and volunteer support. Budget and membership is very limited which has prevented the
organization from expanding. The organization feels that its main problem is the low amount of
users that are actually members. The money gained from memberships, along with generous
donations from general supporters, is very important for the organizations growth. Because of
these things, CR2T also strives for increased awareness, feeling that if more people knew and
understood the organizations mission, they would be more interested in donating and becoming
a member. This shows Footprints that for organizations like CR2T, awareness and funding go
hand-in-hand, making each issue equally important.
To better understand the problems facing the organization, Footprints conducted a great deal of
research, keeping in mind the wants, interests and needs of the organization. The firm conducted
the following research:

Client interview
o Provided Footprints with a broad idea of CR2Ts campaign goals.
Site visit (Feb. 8, 2014)
o The firm was able to see the trails and learn more about their history from trail
manager, Jim Fincher.
Site visit (April 5, 2014)
o The firm was taken to more trail locations by Fincher and was able to ask any
unresolved questions regarding the campaign.
Content analysis of website
o Provided Footprints with a better understanding of the successes and failures of
the organizations website and ideas for improvement.
Content analysis of social media
o Helped the firm understand how CR2T utilizes their social media platforms and
the effectiveness of their online efforts.
Content analysis of brochure
o Determined the successes and failures of the CR2T brochure and its effectiveness
in communicating the organizations mission.
Content analysis of newsletter
o Provided Footprints with a better understanding of CR2Ts communication with
members and ideas for improvement.
General survey
o Helped the firm determine CR2Ts level of awareness throughout the county as
well as a general perception of recreational trails.
SUNY Fredonia student survey
o Helped the firm determine CR2Ts level of awareness among college students and
their potential interest in recreational trails.

Awareness poll
o Further determined CR2Ts level of awareness through name recognition.
Board meeting observation
o Helped Footprints better understand CR2Ts internal structure and current events.
Analysis of similar organizations
o Generated ideas for improvement among different issues facing CR2T.
Focus group with SUNY Fredonia Sustainability Committee
o Generated ideas for creating interest in environmental organizations.
Focus group with Fredonia Recreational Outdoor Group (FROG)
o Generated ideas for student involvement with CR2T and the potential of utilizing
student volunteers.
Analysis of relevant journal articles
o Educated Footprints on several relevant topics including target audiences for railtrails, what encourages people to donate money and more.

CLIENT INTERVIEW
Information Needed:
Footprints wanted to obtain a basic understanding of the CR2T and its mission.
Methodology:
Footprints met with the client and CR2T trail manager, Jim Fincher, on Feb. 4, 2014 to discuss
the organization and gain a better understanding of what CR2T is looking to get out of the
Community Partners Program. Footprints held two client interviews this day, one with the entire
class and a second one in private to ask more specific questions relating to the campaign. This
was the first step in the firms research and was vital in order to move forward with the campaign
and other research.
Findings:
The interview began with FInchers presentation about the organization. He explained that the
mission of CR2T is to acquire, develop and maintain multi-use recreational trails on or near
abandoned railway corridors. Currently, the organization is one of four nonprofits in the state
that maintain and own the trails. At this time, Fincher also explained that Niagara Mohawk and
National Grid own specific sections of trails that are still a part of CR2T, but he believes that the
organization will not be able to acquire these sections due to legal restrictions and requirements.
Although this limits CR2Ts ability to link all sections of the trail into one continuous segment,
National Grid and Niagara Mohawk are more than willing to let CR2T use the land and trails for
their initiatives.
Fincher also went through some of the main benefits of CR2T, which included beauty, a location
for physical activity, educational value and economic impact. All of these are ways in which
CR2T is impactful on the community and why people choose to visit the trails. Because of the
potential for severe accidents, CR2T does not allow motorized vehicles like ATVs and
motorcycles, but snowmobiles are allowed on the trail because they are considered track
vehicles. Hunters also use the trails for access to various hunting locations but are not allowed to
hunt directly from the trails.
As Finchers presentation continued, he discussed the goals and vision of CR2T. This was vital
for the firm to get an idea of what the organization was looking to get out of participating in the
Community Partners Program. Ideally, the organization is looking to extend the trail system with
bigger and better trails. Additionally, the organization would like tie into a regional trail system
and develop a ring of recreational trails around the lake. As a part of this, Fincher raised the
question of potentially paving the trails. He discussed how every successful trail is paved, but
paving is very expensive and requires yearly maintenance. If CR2T was to pave the trails, they
would use crushed limestone to please as many users as possible, but another option is also to
pave half of the trail and leave the other half unpaved.
After this, Fincher began discussing the bottom line. He explained how the day-to-day operations
are funded by donations and membership dues, whereas the major projects are funded by grants.
These are the only ways CR2T brings in money since users do not pay to use the trails. In order
for the organization to survive it needs funding, and currently the organization is financially

struggling. According to Fincher, the main goal for CR2Ts participation in the Community
Partners Program is to increase support, funding and membership of the organization. Gaining
new members will help cover the ever-growing overhead costs of maintaining the trails. Also,
increased funding and grant support will allow the organization to expand and acquire new trails
while improving upon their events and awareness efforts at the same time.
Once Finchers presentation was over, Footprints met with him privately to discuss the
organization more in-depth and what it was hoping to get out of the Community Partners
Program. At this time, the firm discussed things central to the campaign such as budget and
audience. The first thing Footprints representatives discussed with Fincher was CR2Ts current
level of awareness. He explained how he felt the level of awareness for the organization is not
very good, which is a big part of the reason he was interested in participating in the Community
Partners Program. The significantly low level of awareness explains part of the reason why
CR2T is struggling and has a need for new members.
Awareness starts with people actually knowing about the trails and visiting them. At the last
visitor count, CR2T had 10,000 visitors per year, but this count is not done regularly or often.
Because the organization is run strictly by volunteers, there is not enough manpower to do an
accurate count each year. Fincher repeatedly mentioned that current users primarily use the trails
for physical activity, whether its hiking, biking, running, horseback riding or snowmobiling. He
also said that the bicyclists are the ones who donate the most money, so he thought the audience
to target with the campaign would be active people or people interested in physical activity. In
order to confirm this target market, Footprints conducted more research regarding the topic later
on.
Lastly, Footprints discussed the campaign budget with Fincher. Since CR2T is somewhat
struggling financially, the available budget is minimal. CR2Ts budget is generally $10,000 per
year, but previously the organization has only spent a total of $8,700. Each year $2,000 of the
annual budget is spent on insurance. Fincher emphasized that the budget for the campaign is not
very high because CR2T simply does not have the funding. However, he mentioned that the
budget is not to exceed $2,000.
These interviews gave Footprints a better understanding of what CR2T is, what it is looking to
get out of the Community Partners Program and where the firm stands in creating a successful
campaign. This interview was a vital first step and has led the firm to further research.

SITE VISIT - FEBRUARY 8, 2014

Information Needed:
Footprints sought to find out more about what hopes to gain from participating in this project.
Other desired information included a better understanding of the organizations primary goals
and how their events are conducted.
Methodology:
Footprints PR Group conducted on-site interviews with CR2T President Robert Berke and
Fincher on Feb. 8, 2014. The first interview conducted was with Fincher, where the firm
explored the Prospect Station section of the trail while learning more about the organization and
its mission.
The firms interview with Fincher was conducted while exploring a small portion of the trail.
Fincher recounted the Christmas train wreck disaster and pointed out the location of the crash.
He then explained the activities and outcome of CR2Ts annual Christmas event which is held to
honor the memory of the disaster.
The second interview was conducted with Berke, where Footprints members traveled to various
trail sections to gain a better understanding of the length and condition of the trails. In this
interview the questions were aimed at discovering his viewpoint on the campaign outcome.
Berke brought the firm to the location of his doctors office, then to the location of their old
office on the edge of Chautauqua Lake. The next stop on the tour was down the road beside an
ice cream shop, trails running right next to the shop and continuing into the woods.
Findings:
Fincher provided Footprints with important information about the events. The first finding was
that only four people attended the 2013 Christmas Eve train disaster event. CR2T does little to
nothing to advertise their events each year which can be seen as a big factor in the lack of
attendees. The event also does not provide any incentive for attending other than learning about
the history of the disaster. The event is simply a gathering at the Prospect Station trailhead and a
short walk to the location of the crash. The primary attendees are members of the families who
were on-board the train when it crashed. Fincher then brought the firm members to a different
section of the trail where he explained a sign that had recently been set up with a QR code on it.
When the firm members scanned it to their phones, it brought up a page explaining the Christmas
Eve event.
Throughout the interview Footprints members witnessed dozens of snowmobilers utilizing the
trails and Fincher explained how they bring in $22 million to the county per year. Chautauqua
County is a prime location for the activity, so snowmobilers flock to the area during the winter
months. The firm also concluded that although CR2T is trying to incorporate technology into
their organization with the QR code, it does not lead to any information directly about their
mission or who they are. It is vital for those who use the trails to understand that there is an
organization funding the trails they benefit from. Without this knowledge, people are less
inclined to become members because they are simply unaware of CR2T.

Berkes interview also provided the firm with crucial information on CR2T. Footprints learned
that his opinion on what he hopes to get out of this campaign project is quite different from
Finchers. Berke put more emphasis on promoting the fitness and health aspect of their
organization, while Fincher seemed more concerned with gaining funds through membership and
preserving the memory of the railroads. For an organization to be successful, it needs a common
goal to work toward. Based off of the research, there seems to be differing goals among the
leaders of the organization.
After being shown the old CR2T office, the firm learned that a tornado came through the area
years ago and tore the roof off of the building, rendering it unusable ever since. CR2T still has
not set up a new office for the organizations operations. Another finding was that CR2T has
some problems with wildlife interfering with their trails. Berke explained how beavers have been
building lodges and dams in the area that the trails pass through which, at times, creates an
overflow of water over the path.

SITE VISIT - APRIL 5, 2014

Information Needed:
Footprints wanted to meet once again with Fincher to touch base, see more sections of the trails
and ask any unanswered questions.
Methodology:
Footprints met with Fincher in Mayville, N.Y. on April 5, 2014. Fincher drove the members of
the firm to Chautauqua Institution where he talked about the history of the area and its current
uses while pointing out some standout locations within the institution. Fincher then drove the
firm to the CR2T trailhead in Sherman, N.Y. There, he walked Footprints through some
shrubbery along a creek to see beaver dams. The firm then rode to another portion of the trails in
Sherman to walk and chat with Fincher. After Footprints inquired about the CR2T bylaws,
Fincher took the firm to The Depot in Mayville, the old location of CR2T offices, to look for a
copy of the bylaws; however, no copies were found.
Findings:
Through Footprints travels and discussions during the nearly three hour meeting with Fincher,
the firm obtained a wide variety of information about CR2T.
There are currently eight CR2T board members, although the bylaws call for 25.
The board is made up of a president, a vice president, a treasurer, a trail manager, a
secretary and three general board members (Fincher acts as both trail manager and
secretary).
The board meetings are held on the first Monday of each month, but three or four are
usually cancelled each year.
The Depot was used for CR2T offices until tornado damage and black mold rendered
the building unusable. The board now holds meetings at Webbs Year-Round Resort in
Mayville.
Fincher personally views the board as uninspired and claims that it is very difficult to
find a member to take control of events and trail issues.
Approximately 125 newsletters are sent out with each publication, about 90 are sent
electronically and the remaining 35 are sent by mail.
The trail section from Titus Road to Nettle Hill Road is the longest continuous section of
trail owned by CR2T, running approximately three miles.
CR2T members pay an annual fee to renew and maintain membership.
Newspaper advertisements are the only way events are promoted. Turnout is low and
decreasing.
New All the Way T-shirt challenge is CR2Ts latest project.
CR2T is sponsoring a boat race event that is to be held on Chautauqua Lake in summer
2015.
Chautauqua Lake Snowmobile Club is a strong partner of CR2T, maintaining most of the
trails during winter months.

WEBSITE ANALYSIS
Information Needed:
Footprints PR Group wanted a basic analysis of chaurtt.org, the CR2T website, to get a better
understanding of the organizations main online outlet, its setup, how it is used and how it can be
improved.
Methodology:
Footprints visited the organizations website and conducted a careful analysis, taking note of the
sites successes and failures to better understand how CR2T uses this online resource. The firm
then visited the website for appalachiantrail.org, the Appalachian Trail website, to compare
CR2Ts use of a website to the way a successful organization in the same industry uses one. This
gave Footprints a more comprehensive look at how websites are utilized to achieve success for
similar organizations. Visiting the Appalachian Trail website also aided in brainstorming ideas
for the improvement of chaurtt.org.
Findings:
The analysis of chaurtt.org unfortunately revealed mostly cons. Vast improvement can be made
to the CR2T website to make it more appealing and effective.
Homepage and General Observations:
The website is very unprofessional looking and not aesthetically pleasing.
The homepage is confusing and cluttered with unnecessary photos, images and links.
The homepages introductory paragraph has several errors and contains unnecessary
details.
The link to donate located at the top-right corner of the homepage is slightly off-putting.
Mission & Purpose Page:
This page is not well-written.
Trails Page:
Trail descriptions are wordy and very confusing without an accompanying map.
Map:

The map is oversimplified and confusing.

Map is not interactive.
Trail distances page is confusing and not descriptive enough.

Join Us Page:
This page is not well-written.
No tangible membership benefits are listed on the page.
No online application available.

Events Page:

The events give an extremely brief description of the organizations two annual events,
lacking any necessary information such as meeting time, directions to meeting place,
what to bring, contact for more information, etc.

Volunteers Page:
This page is too informal.
The use of language is off-putting and does not provoke interest in volunteering.
The page tells interested volunteers to meet at The Depot on the first Monday of each
month. Nowhere does it inform readers that these meetings are CR2T board meetings.
Description and location of The Depot are not provided. Also, The Depot is no
longer the CR2T office building or current meeting location.
Links Page:
Accompanying descriptions of links on the page are not provided.
No description of links connection with CR2T is provided.
Newsletters Page:
Links to PDF versions of the CR2T newsletters are provided on this page. Since these
newsletters are the only membership benefit, providing them to anyone through the
website eliminates any incentive to become a CR2T member.
Rules Page:
The rules are poorly written and come across as rude to the reader.
Special Interest Pages:
These pages contain wordy, unnecessary information.
General Observations of appalachiantrail.org:
Visually pleasing. Although CR2T does not have the funds for a similar website, format
and design ideas can be found.
Simple layout.
Simple and easy-to-read directory tabs.
Simple and well-worded mission statement.
Office descriptions provide address, phone, fax, email and hours.
Each event is given its own page that provides date, location and a full paragraph of
information.
A well laid out history section provides background on the trails and timeline of
important dates.
Membership incentives include oversized trail map, six issues of trail magazine,
subscription to e-newsletter and discount at trail store.
Monthly donations provide same benefits as well as AT water bottle.

SOCIAL MEDIA ANALYSIS

Information Needed:
Footprints wanted a basic analysis of CR2T social media sites to determine how the organization
utilizes different online platforms and how their online efforts can be improved.
Methodology:
Footprints explored social media sites such as Facebook, Instagram, Twitter, LinkedIn, Yelp and
Foursquare to search for pages owned by or associated with CR2T. A careful analysis was then
performed in order to obtain information on how the organization is using these sites both
effectively and ineffectively.
Findings:
After searching for the CR2T Facebook page, Footprints discovered that the organization had not
only one account, but two. The first page had no photos and had no recent posts or updates. The
second account was clearly the organizations main Facebook page, but the most recent post
dated back to 2012. The page had 19 likes from other Facebook users and had only two
comments. There were a total of only 20 photos on the page. The profile photo was an unknown
man with a chainsaw in the woods, which does not give an accurate depiction of who and what
the organization is. The cover photo was a map of the trails, but was not an eye-catching image
for the largest photo on the page. The About section of CR2Ts Facebook page gave an
accurate description of the organization and their mission, but was lengthy to read. The
organizations location and phone number was posted clearly under the About section.
As for other social media platforms, CR2T managed accounts on neither Twitter nor Instagram.
Social media is quickly becoming one of the most popular ways to attract an audience, but it is
clear that CR2T has not been making social media a priority in their organization. Other social
media sites that are actively used by nonprofits are LinkedIn, Yelp and Foursquare. When
Footprints searched for CR2T on Foursquare, the Alison Wells Ney Trail appeared as a location,
but the page did not state its connection to the organization in any way. Although the Alison
Wells Ney Trail is a section of CR2Ts trails, it is unclear that the trails are associated with an
organization when looking at Foursquare. Using social media platforms to manage public
relations, communicate with target markets and promote services is an essential tool for an
organization, but CR2T has not yet taken advantage or fully explored this communication
method.

BROCHURE ANALYSIS
Information Needed:
Footprints wanted an analysis of the brochure used by CR2T for promotional purposes.
Methodology:
Footprints reviewed the brochure to gain a better understanding of the writing style of the
organization and to gain more knowledge about the trails. The firm looked specifically at what
CR2T found important to have highlighted with the limited space provided. The color scheme
that was chosen for the document was also analyzed by Footprints in order to determine how
effective it was on gaining the readers attention.
Findings:
The first finding from the brochure review was that it is fairly plain in color and does not stand
out, as it is a beige color with simple black writing. This means it will not be as eye-catching
when compared to other brochures. Using color is an additional expense for any organizational
material, but has many positive benefits because it creates a more appealing look and draws the
readers attention to specific parts of the page. There is also a lot of writing on the brochure
which can be overwhelming to readers. People like quick and easy-to-read things in order to get
straight to the point. A more detailed trail map would appear to be a better use of space than what
is currently in the bulk of the brochure. Also, having a donations panel takes up vital space and
may not bring in many donations anyway. A better use of this space may be providing readers
with more detailed information on how the trail has a positive impact on health, the community
and the environment. Overall, CR2T tries to fit too much unnecessary information on limited
space, so much so that the message becomes clouded. A briefer and aesthetically pleasing
brochure that better communicates the trails benefits would be more effective.

TRACKIN NEWSLETTER ANALYSIS

Information needed:
Footprints PR Group wanted to analyze the Chautauqua Rails to Trails newsletter in order to
learn more about the organizations techniques for communication with members.
Methodology:
Footprints examined the fall/winter 2013 edition of Trackin. Specifically, the firm analyzed
the content for each section of the newsletter and the overall format.
Findings:
The CR2T newsletter is five pages long, included some photos, and is printed entirely in black
and white. It included the organizations address, website, logo, table of contents, issue date,
introduction from the president, a story about hiking the whole trail and an opportunity to get a
T-shirt, story about the atmosphere of the trails, report from the trail manager, request for email
addresses to send newsletter, request for photos for the trail guide, and information about the
Earth Day and Christmas Eve events.
When looking at the introduction, the president began by saying that he was disappointed with
the colors of the trails. This is discouraging, because it portrays the trails in a negative way.
The area looking for email addresses to send newsletters to, the area looking for pictures for the
front page of trail guide and the area asking if members like the newsletter format is important.
This is a great tool for two-way communication, but it needs to stand out more.
The newsletter includes a thank you section for donors, which is a great tool for recognition.
The donation request form is an appropriate response mechanism.
T-shirts should have the full name of the organization, since most people will not know what
CR2T stands for.

GENERAL SURVEY ANALYSIS

Information Needed:
Footprints wanted to obtain a better understanding of how aware Chautauqua County residents
are of CR2T. Furthermore, the firm wanted to evaluate the use of the trails by those who are
aware of the organization. Also, Footprints wanted to ask members of the countys general
population if they would consider using the CR2T trails if they were either unaware of them or
hadnt used them already.
Methodology:
The firm traveled to Lakewood, N.Y. to distribute surveys to shoppers at the Chautauqua Mall.
Footprints believed the mall would serve as a good general location of the county to administer
the survey. The firm also handed out surveys to customers at Tuscany Fresh Meats & Deli in
Fredonia, N.Y. Several shoppers at both locations agreed to signing a form of consent and filling
out a survey before returning it to a Footprints member.
Findings:
Between the Chautauqua Mall and Tuscany Fresh Meats & Deli, 20 surveys were distributed and
answered by both men and women, 18 and older. Of the 20 people surveyed, only seven had
heard of CR2T, 35 percent of the sample. This lower-than-ideal number indicates that awareness
of the organization is a major issue facing CR2T, as shown in other sources of research as well.
Of the seven who claimed that they are aware of CR2T, two people were under the age of 35,
four were between 36 and 55 years old and one was older than 55. Of the 13 who were unaware
of CR2T, eight people were younger than 25, three people were between 25 and 45 and only two
were older than 45. These age ranges gave Footprints a better idea of the people CR2Ts existing
awareness strategies are reaching. Those who were aware of the organization tended to be older
while the younger people sampled had never heard of CR2T, leading Footprints to consider a
younger key public for the campaign.
Furthermore, of the 13 unaware of CR2T, only one said that they would not consider using the
trails, two said maybe and the remaining ten said that they would consider using the trails for
their favorite outdoor activities. Of the seven who are aware of the organization, three said that
they may consider using the trails, the remaining four saying that they would consider using the
trails. These numbers are all encouraging because they show CR2Ts potential. Yes, awareness is
a problem; however, the majority of the sample said that they would consider using the trails for
recreational activities. This makes Footprints hopeful that with effective awareness strategies, the
number of CR2T users will increase.
The surveys also gave Footprints a better understanding of membership being an issue for the
organization. Of the seven aware of CR2T, none were already members. Three said that they
may consider making a small donation to become a member. The remaining four said that they
would not make a donation to become a member. Only one had knowingly used the trails in the
past. These unsatisfactory numbers indicated to the firm that incorporating a strategy to
effectively generate membership would be an important thing to include in the campaign.

STUDENT SURVEY ANALYSIS

Information Needed:
Footprints wanted to gain a greater understanding of how aware SUNY Fredonia students are of
CR2T and its mission. The firm was also interested in what types of activities attract and appeal
to the students. In addition to that, Footprints also wanted to evaluate membership and usage
from those already aware of the organization.
Methodology:
The firm examined high traffic areas on the SUNY Fredonia campus before deciding on
Starbucks. Footprints felt this location would target the widest variety of students, resulting in
the most accurate and appropriate responses. Several students agreed to filling out a survey and
signing a form of consent before returning it to a member of the firm.
Findings:
In total, 20 surveys were administered and answered by both male and female students. Of the 20
students, only three have heard of CR2T, which is only 15 percent of the sample. This number
solidifies other research that awareness is a major issue for the organization. The three who
reported being aware of CR2T also stated that they have never used the trails and are not
currently members. Since most students travel to attend college, the majority of respondents are
not from Chautauqua County. Eighty-five percent reported not living in the county, but 85
percent also said they would consider using the trails. This is very promising because students
are a consistent public that are always looking for fun and adventurous activities that are
seemingly under-utilized by CR2T.
Furthermore, respondents reported their favorite outdoor activities. Hiking/walking was by far
the favorite, with 85 percent of students stating they enjoy it. Biking was a close second, with 75
percent. Team sports came in third with 65 percent of students reporting it as an activity they
enjoy, while 55 percent stated they enjoy running/jogging. Bird watching, cross-country
skiing/snowshoeing, horseback riding and other activities were also reported, but not in
significant numbers. In addition, 50 percent of respondents stated they would be interested in
participating in community service events on the trails and 40 percent said they might consider
participating. Lastly, 65 percent of respondents stated they have means of transportation to get to
the trails.
These results show great promise because students are mostly interested in the activities CR2T
promotes on their trails, and many of them have the ability to get to the trails, which is essential
to them actually using the trails. The surveys gave Footprints a better understanding of the
awareness level for CR2T and the potential benefits SUNY Fredonia students have on the
organization. The undesirable, yet informative numbers indicated to the firm that there is
untapped potential in the younger demographics in and around CR2T and SUNY Fredonia might
be a good public to target in the campaign.

AWARENESS POLL ANALYSIS

Information Needed:
Footprints wanted to obtain a better understanding of the how aware Chautauqua County
residents are of CR2T. The firm wanted a basic number figure to indicate the level of awareness
CR2T has already achieved.
Methodology:
The firm traveled to Lakewood, N.Y. to take a poll of shoppers at the Chautauqua Mall.
Footprints believed the mall would serve as a good general location of the county to take the
poll. Passersby were simply asked if they lived in Chautauqua County and if they answered
yes, the firm asked if they had heard of CR2T and recorded their answers as yes, no or
maybe.
Findings:
Yes: 33 people
No: 58 people
Maybe: 9 people
Based on a sample of 100 adult residents of Chautauqua County, 33% said that they had heard of
CR2T, 58% said that they had not heard of the organization and 9% said they may have heard of
it. Although our sample is extremely small compared to the number of people living in
Chautauqua County, the simple number gives Footprints a rough idea of the amount of
awareness CR2T has already achieved. The majority of people asked had not heard of the
organization. Although one-third of the sample has heard of CR2T, many expressed that they
knew the name, but were unfamiliar with the trails and their locations. Only three people said
they had knowingly used the trails in the past. This poll solidified that lack of awareness is a
major issue facing CR2T, as reflected in earlier research.

CR2T BOARD MEETING OBSERVATION

Information Needed:
Footprints was interested in learning more about the internal structure of CR2T, such as the ways
that the board works together and what roles each board member plays in the organization. The
firm also wanted to discover what the board does at an average meeting.
Methodology:
The CR2T board met on April 7, 2014, at 7 p.m. in the billiards room of Webbs Year-Round
Resort. The board meets at the same place and time on the first Monday of each month. A
representative from Footprints came to observe the boards procedures for the meeting. President
Berke opened the meeting by going over the previous months minutes. The treasurer, M.J.
Albert, then went over the account balances and activity of the organization. Fincher proceeded
to tell the group of his current concerns and projects with maintaining the trails. Breeanne Agett
shared with the group her take on an event which she had attended that discussing ways to
fundraise online. Berke then told the board about what he had researched on the Dragon Boat
races for a possible future event that CR2T could help sponsor. The meeting closed shortly after.
Findings:
Footprints found this meeting extremely helpful in confirming the firms ideas for a campaign
and how the organization would feel about them. It was important to see the way the board
works together and which member is associated with each task.
Firstly, the organization is having a slow return on membership dues through their current
method of sending out letters. They also have only received one donation through their PayPal
account. Most members end up filling out the information with PayPal but then print it out and
send it through the mail. After hearing from Breeanne about online fundraising ideas, the board
seemed very interested in incorporating them into their own website.
Secondly, the board was very interested in learning about the Dragon Boat races and how they
could help raise money for the organization. There are companies that can help set up the event
from just providing the boats to setting up the entire event. Getting the full support of the
community would be a very important aspect in pulling off an event of this size. Advertising
would be necessary not only in Chautauqua County, but also in other major cities such as
Cleveland, Toronto, Buffalo and Rochester. CR2T expressed interest in working with local
businesses such as wineries and bed and breakfasts to help bring in tourists to the area. They
understand the benefits that partnerships can have on each other.

COMPETITOR ANALYSIS
Information Needed:
Footprints wanted a basic analysis and understanding of the membership benefits provided by
similar organizations.
Methodology:
Footprints explored membership options for CR2Ts competitors and similar organizations, such
as the Rails-to-Trails Conservancy and the Appalachian Trail Conservancy. A careful analysis of
the competitors websites was performed to obtain information on the cost of competitor
membership and to examine the effectiveness of the benefits offered.
Findings:
Footprints began by researching the Rails-to-Trails Conservancy, a nonprofit whose mission is to
create a nationwide network of rail-trails. Rails-to-Trails Conservancy has six different types of
membership: Standard Membership, Gift Membership, Paperless Membership, Trail Keeper
Club, Trailblazer Society and Dealership Memberships. All of these memberships offer their
own special perks and intrigue different people to become members.
A standard membership requires a minimum donation of $18, but other levels are also
encouraged. From this donation, new members receive new member welcome materials such as
a T-shirt, a guide to some of the nations finest trails called Destination Rail-Trails, a
subscription to RTCs quarterly magazine, discounts on merchandise, a $5 discount on their next
bike rental at rentalbikenow.com and lastly the satisfaction of knowing their dollars are helping
create a nationwide network of trails. This is the most common type of membership RTC offers
and is also the most successful for obtaining new members.
Gift Memberships are also popular. A gift membership is purchased by one party on behalf of
another as a form of a gift or present. The recipient of the gift membership receives a
subscription of Rails-to-Trails magazine, discounts on RTC merchandise, Destination: RailTrails and a T-shirt. In addition to providing funds for the organization, this particular type of
membership also increases awareness of the organization because it is given as a gift to people
who might not necessarily be aware of the organization prior to receiving it.
Paperless Memberships and the Trail Keeper Club both require monthly contributions to remain
a member, but each also offer its own additional benefits as well. Paperless members first and
foremost, never receive mail from RTC, which ensures that more of the contribution goes
directly to RTC by saving paper and reducing postage costs. Members also receive a free eguidebook of the trails. The Trail Keeper Club is very similar to Paperless, except Trail Keeper
Club members will receive mail. This type of membership offers all of the same benefits as the
Standard Membership, but it also offers an additional Trail Keeper Club T-shirt. These types of
memberships offer members specific benefits that are of interest to them as well as guaranteeing
the organization monthly funding and cost reduction.
The Trailblazer Society memberships bring in the most money for RTC. It is aimed at
accelerating core trail-building efforts and requires members to make a personal contribution of
at least $1,000 or a monthly contribution of at least $84. Because the donations are so large, this

type of membership also offers more benefits. In addition to all of the benefits of Standard
Membership, Trailblazer Society members are also invited to participate in annual Trailblazer
Society excursions with the RTC president, members of the Board of Directors and staff.
Members also receive advanced notices of and invitations to special events, bike rides,
receptions and conferences, a complimentary Rail-Trail Calendar, recognition in RTCs annual
report, updates detailing RTCs work and accomplishments and personal calls and briefings from
RTC staff and board members when they visit their local area. This type of membership accounts
for the least amount of members at RTC, but also brings in the most amount of money. It is only
fitting that the larger, more generous donors receive exclusive benefits and RTC does a good job
of balancing the two.
Another type of membership RTC offers is a Dealer Membership. This membership is very
different than any of the other types because it is aimed at local businesses and organizations
rather than people. Basic membership dues are $100 per year and businesses receive a 4 inch by
6 inch RTC window sticker to display, 25 copies of each issue of Rails to Trails magazine for
free distribution to customers, information for customers about how to join RTC and RTC Tshirts for the owner and up to five staff members. A more expensive level of Dealer Membership
is a Supporting Membership. Supporting dues are $250 per year and organizations receive the
same benefits as the Standard Membership as well as placement on the appropriate trail maps on
TrailLink.com, which provides a direct business listing and link to business website. Both of
these memberships are mutually beneficial for the local organizations participating and RTC
because it spreads awareness to a larger population than either organization is able to do on its
own. In addition to that, it also provides free benefits for consumers, which could intrigue them
to potentially become members.
The final type of membership RTC offers is in fact a free membership. This offer is a part of the
Dealer Memberships, so it is only offered to businesses and organizations; however, it is still
effective in gaining awareness and building relationships with the businesses for future, paid
memberships. This type of membership is an online membership. Organizations share
TrailLink.com, RTCs online map of the trails, with an RTC banner ad and RTC reciprocates by
putting a link to the business or organization on TrailLink.com.
After researching RTC, Footprints then moved on to analyzing membership of the Appalachian
Trail Conservancy, a nonprofit committed to persevering and managing the Appalachian Trail.
Unlike RTC, ATC only offers one type of membership. Directly on the membership page on the
website, ATC specifies it needs $3.28 for every mile of trail above and beyond the public funds
it receives. One of the first things a person sees when looking into an ATC membership is
exactly where the money is going and what it is being used for, which is vital to persuading
people to become members.
The ATC membership requires that one give a minimum donation of $40 but, like RTC, also
encourages people to give other levels as well. It also offers the option to make a recurring
monthly donation. ATC offers a unique feature to its membership program because it offers a $5
discount to make the minimum donation $35 for students, seniors and Appalachian Trail
affiliated Trail Maintaining Club Members. Trail Maintaining Club Members are also members
of an affiliated Trail Crew that maintains and improves the trails. By offering this, ATC is

thanking those who help further its mission while still bringing in the necessary funds it needs to
survive.
Membership typically lasts one year and must be renewed to maintain. All members receive six
issues of the A.T. Journeys Magazine, an award winning publication, discounts at the Ultimate
Appalachian Trail Store and other select retailers, a subscription to the monthly e-newsletter,
notices and invitations to volunteer opportunities, special events and more and the pride and
satisfaction of knowing they are protecting an irreplaceable American treasure. These benefits
are recurring when members renew their membership. Members also receive an oversized
Appalachian Trail strip map, but that only applies to new members and does not recur with
renewals.
The ATC memberships are very popular and bring in the majority of funding for the
organization. It does a good job of providing the appropriate knowledge and incentive to
become a member. The minimum donation is small and members receive a variety of different
benefits, which is ultimately what they are looking for. By providing recurring benefits when
members renew, the organization is helping insure a continuous flow of donation and funding.

FOCUS GROUP- SUNY FREDONIA

SUSTAINABILITY COMMITTEE
Information needed:
Footprints PR Group hoped to learn more about the SUNY Fredonia Sustainability Committee
and its purpose.
Methodology:
Footprints believed that SUNY Fredonias Sustainability Committee would be a good source for
this information. The Sustainability Committees mission statement is to integrate sustainability
into all aspects of campus life by:
Educating students, faculty, staff, and the community about environmental, social, and
economic issues;
Promoting environmental awareness and responsibility in personal and institutional
choices; and,
Inspiring innovative environmental solutions, behavioral changes, and ethical
stewardship of the natural world.
A focus group of committee members was arranged and took place on Tuesday, March 11, 2014,
at 2:30 p.m. at SUNY Fredonia. The following members attended the meeting: Sarah Laurie,
environmental safety and sustainability specialist; Mike Jabot, faculty, education department;
Angie Astry, revenue accountant; Mark Delcamp, custodian; Kevin Cloos, facilities services;
Bill Brown, faculty, biology; and, David Kinkela, faculty, history. Each member was a resident
of Chautauqua County.
Findings:
The firm discovered that each member at the meeting knew that there were trails in Chautauqua
County, but knew close to nothing about the organization. The ones who knew of the
organization did because they were with the Chautauqua Leadership Network, the trails were in
their neighborhood, or they used the trails recreationally.
Footprints also found that CR2T is a part of the Chautauqua County Greenway Plan. This
Greenway Plan was completed to:
Identify natural and recreational greenway opportunities;
Provide a plan of action to plan, design, develop, and market the countys Greenway
opportunities to create jobs and enhance economic development within Chautauqua
County;
Build partnerships between the public and private sectors to manage, maintain, and
expand greenway opportunities;
Provide the rationale and justification for greenways in order to support grant requests
and other funding opportunities;
Identify demonstration projects; and,
Poise Chautauqua County as an international destination for outdoor active living.

It was suggested that the International Mountain Bicycling Association could come to the trails
and give a talk on trail maintenance.
The committee believed that in order for someone to become a member or CR2T, there would
need to be a benefit, such as a water bottle, shirt, or discount card. The members felt that a
discount card would be most appropriate to use as an incentive to become a member. The
discount card could be given to members and offer special discounts for local businesses in
Chautauqua County. This would give mutual benefits to both the member and the business; the
discounts could change each year.
The committee also suggested an event similar to the local beach cleanup, contests, a deal with a
local bread and breakfast, day trips to the trails, partnering with local businesses, and developing
QR codes. Lastly, the committee felt it was important that members know where the money is
going and how it is being used to benefit the community or environment.
The focus group voiced that a charity walk, bike tour, marathon, 5K, triathlon, a noncompetitive
race (trails arent big enough), and cleanup would all be successful events. It was identified that
the Sherman Trail has thriving wetlands, is useful for animal watching, water activity, and
beavers.
When asked specifically about how college students react to the environmental initiatives the
committee has implemented, members emphasized how active they are in community service.
Christina Jarvis, Earth Week coordinator, planned a beach cleanup that attracted more than 100
students. Members of the focus group also expressed the importance of social media. They
recommended using consistent messaging; organizing content to post on a schedule, including
pictures of walks through trails; communicating the story and history of rails to trails,
specifically CR2T; keeping up engagement; and, asking questions.
The following problems of CR2T were identified: there is no circular route, which means that
users always have to turn around; it is not easy to find trails or know where they lead unless the
user lives around them; and, CR2Ts mostly focused on the history of railroad, instead of use of
trails.
The group was unanimously against the idea of paving the trails. It was expressed that paving
half or the entire trail would take away from the nature aspect and would decrease use. It was
stated that every street in Mayville, N.Y., is zoned for snowmobiles because the government
didnt want to limit money and/or traffic coming to the area.
Members of the Sustainability Committee were all very excited about the organization and
voiced that they would be interested in working with it in the future.

FOCUS GROUP- FREDONIA

RECREATIONAL OUTDOORS GROUP
Information needed:
Footprints PR Group wanted to meet with Fredonia Recreational Outdoors Group, a SUNY
Fredonia student-run organization, in order to analyze the group.
Methodology:
Footprints contacted FROG in order to see if the firm could attend one of their meetings and
speak with members. President Justin Dickerson responded that the group doesnt meet
regularly, but he was willing to meet up. The meeting took place on Thursday, March 13, 2014 at
5 p.m. The focus group consisted of informal discussion regarding CR2T and FROG.
Findings: The firm discovered that FROG was founded by Dickerson in 2010. Its purpose is to
provide an outlet for recreational activities instead of substance-based activities. There are
currently about 50 members. The group co-sponsors events such as Strides for Sarah, a walk to
support the Marfan Foundation, and Balls for Balls, a dodge ball tournament to support testicular
cancer research. FROG also plans Tea on the Lawn, a crocket event on campus accompanied by
tea.
Dickerson had no awareness of CR2T, even though they are a group that focuses on safe outdoor
recreational activities in Chautauqua County.
FROG made multiple suggestions for incentives to become a member. Dickerson thought it was
important that people understood that this organization is a good cause, and that the intrinsic
value would make people want to help. He also brought up the idea of including a plaque with
names of members to be placed somewhere on the trails. He also recommended free gifts, such
as water bottles and T-shirts with the CR2T logo.
Dickerson also had ideas for spreading awareness. In his experience, students need community
service hours. He suggested connecting with the volunteer center at SUNY Fredonia so students
had the opportunity to work with them, creating a mutual benefitting relationship. He also
expressed interested in partnering with FROG or other nature groups to organize charity runs,
picnics, walks, or clean up movements. He also emphasized an opportunity for people to be
added to an email list, even if they are not members. That way, people would still receive
information about events, donations, etc.
FROG was interested and excited about a possible partnership with CR2T.

JOURNAL ARTICLE
Title:
Source:
Authors:
Year:

Estimating the Economic Value and Impacts of Recreational Trails: A Case Study
of the Virginia Creeper Rail Trail
Tourism Economics
J. Michael Bowker, John C. Bergstrom, and Joshua Gill
2007

Summary:
This article assessed the net economic value and the total economic impacts in the region
surrounding the Virginia Rail Trail and at the rail-trail itself. The trail is well known regionally
and often considered a model for rail-trail development elsewhere.
Results:
Net economic value and impacts of recreational trails are derived from an individuals
demand for trail visits
Tourist spending resulted in an increased income in the local economy
Total winter recreation trail visits range between 20,629 and 26,599
Total summer visitation ranged between 99,276 and 113,840
Annual visitation for a one-year period ranged between 119,905 and 140,439
47 percent of visitors were local users, while 53 percent were non-local
The primary activity on the trail was biking (55 percent), followed by walking (33
percent)
Jogging, camping, nature viewing and horseback riding accounted for only 12 percent of
trail activity
Estimated consumer surplus is $22.78 per person, per trip
The annual net economic value of Virginia Creeper Trail trips is $3,923,843
Conclusion:
The article concluded that in order to maximize the economic impacts of recreational trails,
visitors need to spend money both at the rail-trail and in the local area surrounding the trail. The
economic impacts of the Virginia Creeper Trail were amplified when visitors came to visit the
trail for a weekend and spent money on other local commodities like food and lodging. The
study concluded that the recreational trail resulted in increased profit to businesses, increased
income to the local economy, and increased wages and compensation to local employees. The
article recommends trails build strategic alliances with local businesses in order to gain greater
awareness and increase spending in the local economy.

JOURNAL ARTICLE
Title:
Source:
Authors:
Year:

A Contingent Trip Model for Estimating Rail-Trail Demand

Journal of Environmental Planning and Management
Carter J. Betz, John C. Bergstrom, and J. Michael Bowker
2003

Summary:
The article evaluated the best ways for estimating and stimulating rail-trail demand and
estimating the sensitivity of that demand. The findings were based off of a 25 question random
survey that was distributed to residents within 75 miles in all directions from the rail-trail.
Results:
25 percent of respondents live 20 or more miles from rail-trails.
20 percent of respondents had previous experience with rail-trails.
99 percent of respondents take 12 or fewer rail-trail trips per year and 38 percent take
zero trips. Only 1 percent expects to make 30 to 50 trips per year.
On average, users only take two trips per year.
41 percent expressed strong support for converting abandoned railways to public use
trails.
56 percent of respondents said they might visit rail-trails, but would not make any trips to
specifically do so.
75 percent of respondents were occasional or frequent walkers and 23 percent were
frequent or occasional mountain or road bicyclists.
47 percent of respondents use more generic greenway trails and substitute sites.
The mean distance to substitute sites was 42 miles, one-way.
Entry or parking fees up to $5.90 would decrease visitation.
Customer surplus ranges $18.46 to $29.23 per trip, assuming a travel cost of $0.12 to
$0.19 per mile.
Conclusion:
The research concluded that providing additional benefits drove customer spending. Rail-trails
only have an economic impact if users are willing to pay for use, either directly or indirectly
through travel expenditures. Strategic alliances benefitted both the rail-trail and local business
partners, and the article concluded that these relationships can be exploited to drive customer
surplus and increase demand for trail usage.

JOURNAL ARTICLE
Title:
Source:
Author:
Year:

Push The Rock Sees Exponential Growth Using Relevant Fundraising Tactics.
Seybold Report: Analyzing Publishing Technologies
N/A
2012

Summary:
This article presents a case study on the use of fundraising for a nonprofit organization to achieve
exponential growth. It outlines the reason behind the need for a direct marketing campaign for
the organization and explains numbers showing improvement in the donations received. It also
offers information on the phases of the organization's marketing campaign and the best methods
learned from it.
Results:
The organization needed a marketing campaign to increase participation of users,
increase gift amounts from past donors, streamline to overall fundraising process and to
collect relevant information
The organization had a 15.9 percent increase in donations
Total donations for the Annual Fund increased by 94 percent
Overall fundraising participation increased by 27 percent
Each fall, the organization hosted a fundraising banquet to kick off the year and bring in
donations, using a direct mail piece tailored to the specific audience: Past banquet
attendees, past donors, staff supporters and camp or mission supporters
An email was sent prior to the direct mail piece to get the recipients attention, leading
recipients to the website where they could register for the banquet online.
There was also a registration form in the direct mail piece that could be mailed back,
respondents unable to attend being asked to make a donation instead
Phase two of the campaign told the story of the nonprofit organization through brochures
and journals
Organizational materials explained how the donation funds would be used
A series of emails were sent out one month prior to the organizations summer camp
program, highlighting the events through pictures and stories, urging non-donors to make
a contribution to support the continuation of the camp events
Research showed the reason for success was because it was relevant and meaningful to
the recipients, they enabled responses in multiple different formats/response mechanisms,
and they built an ongoing relationship with donors
Conclusion:
Banquets can be a successful way to bring in donations if advertised effectively. Using a
combination of direct mail pieces and emails is a good way to reach your target market,
especially if these are tailored to specific groups of people. Push the Rock used organizational
materials to highlight its special programs while simultaneously asking for a contribution to
continue these events. Because each letter, brochure and email was tailored to different groups,
Push the Rock was able to create a personal connection between its cause and the potential
donor.

JOURNAL ARTICLE
Title:
Source:
Author:
Year:

Members in Tourism Settings Their Motivations, Behaviours and Roles.

Scandinavian Journal of Hospitality and Tourism
Anna Karin Olsson
2013

Summary:
Membership programs are widely used marketing tools and organizations are taking advantage
of this tool to increase their customer involvement and awareness. Memberships provide mutual
benefits to both customers and the organization because both are receiving tangible and
intangible rewards. This article analyzes the various behaviors, benefits, relationships and
motivations of membership to an organization.
Results:
Membership programs are widely used marketing tools
Memberships are based on the idea of mutual benefits of a relationship
Memberships offer tangible and intangible benefits such as free admission, discounts,
special offers or access to special services and a sense of belonging and identity
General organizational benefits of memberships include funding, revenue, customers and
various kinds of member support
Memberships are used as competitive relationship marketing tools to gain customers,
build relationships and encourage member participation
Many memberships have developed from reward programs into an attempt to create
emotional bonds based on commitment
Member motivations were identified as altruistic, self-interest and social
Member behaviours found were: supporting, visiting, using member information,
marketing, spreading word-of-mouth, recruiting new members and volunteering
Nonprofit organizations often strive to build genuine memberships
While members often express that they do not want anything in return for their support,
they do often have expectations
Members often expect some kind of gratitude or recognition
Altruistic motivations such as philanthropy and preservation are top motivation factors
Other motivations were mainly expressed as intangible social benefits, although some
egoistic, tangible benefits were appreciated such as discounts, free admission, member
events and more
Being asked to join by a friend or family member also was pointed out as an important
reason to join
Conclusion:
Membership programs are a successful way to gain new customers and active participation in an
organization. The organization receives benefits from members in terms of funding, revenue,
new customers, increased public awareness and support. The members also gain benefits which
can be rewards such as discounts, special offers, a feeling of altruism or simply gratitude. Since
membership is mutually rewarding, members often have certain expectations of benefits they

may receive from signing up. The top motivations for membership were found to be altruism,
self-interest and social-interests.

JOURNAL ARTICLE
Title:
Source:
Author:
Year:

What Motivates People to Give Money? Research Shows Tactics That Elicit
Support
Chronicle of Philanthropy
Caroline Preston
2007

Summary:
This article researched and assessed the reasons why some nonprofit organizations gain a large
amount of support while others do not and what charities can do to draw potential donors to their
cause. A study was conducted where donation factors were analyzed to determine the situations
in which participants are more likely to contribute to a cause.
Results:
Creating a personal tie between the situation and a donor, regardless of how tenuous, can
help drive contributions
Donors prefer to spread their support among many organizations, even if it means their
favorite cause receives less money or their gifts are less effective
Participants in a study were more likely to divide three $100 bills among three
organizations working on different causes than they were to give most of their money to a
single cause
o Nonprofits can capitalize on this information by providing many different ways
for people to give
Many donors are turned off by the idea that their gifts or money might be spent on
marketing or other overhead costs, which they might perceive as being wasteful
o "People want to cause the good, they don't want to do it indirectly."
Peer pressure can be a good way to solicit gifts
o People who participated in a phone-athon event for a local radio station gave a
larger-than-average gift when they were told about a big gift a previous caller had
made
When potential donors were told about a gift from a donor of the same sex, they donated
more than if the previous caller was of the opposite sex.
Fundraising events that involve pain such as marathons or sporting events might
sometimes spur bigger gifts than pleasurable events such as picnics or dinners.
o When you have to work hard and suffer for a cause, then you become more
involved and more motivated to help that cause
Evoking sympathy, guilt and other emotions that might induce people to donate is
becoming more difficult for nonprofits
Conclusion:
Individuals are more likely to give donations or gifts to a nonprofit organization if they have a
personal tie to the cause. If a potential donor knows exactly where their money is going, they are
more likely to make a contribution. Donors want to know that their money is going directly to
the cause, rather than being spent on organizational costs unrelated to the situation. Several
methods were seen to be successful in soliciting donations such as peer pressure and fundraising

that involves pain and hard work. Also, evoking emotions in potential donors is a successful
method, but is becoming increasingly more difficult due to its common use among other
nonprofit organizations.

JOURNAL ARTICLE
Title:
Source:
Authors:
Year:

A Benefit Segmentation of Rail-Trail Users: Implications for Marketing by Local

Communities
Journal of Park and Recreation Administration
Mihaela Bichis-Lupas, R. Neil Moisey
2001

Summary:
A study was conducted that divided rail-trail users into segments based on the benefits they
sought from the trails for marketing purposes. Surveys conducted at the Katy Trail in Rocheport,
Mo. narrowed rail-trail benefits into categories. Users were also broken into marketing segments,
based on the survey results. After further analysis of these classifications of trail users,
researchers determined target markets for rail-trails.
Results:
Recreationists can be grouped by the benefits they receive from trails
The perceived benefits of recreation provide the motivation to participate
421 usable surveys were filled out by Katy Trail users
Average user age was 42-years-old
Most users had received a post-graduate education, likely explained by the trails close
proximity to a university
Word-of-mouth and newspaper articles were the main source of trail awareness
Biking, nature appreciation, wildlife viewing and walking were the most popular trail
activities
Using a Likert scale that asked users their reasons for utilizing the trails, escapism proved
to be the main reason for use, followed respectively by health and fitness, exploration,
nature appreciation and company
Based on the number of survey participants who scored highly on the Likert scale for
each category of use, trail users were divided into marketing segments: fitness seekers,
typical trail users, group naturalists and enthusiasts
o Fitness seekers made up only 4 percent of the sample, seeking only fitness
benefits and little escapism or adventure
o Typical trail users made up 27 percent of the sample, enjoying the widest range of
trail activities while proving less adventure-seeking than the other segments
o Group naturalists made up 24 percent of the sample, the youngest marketing
segment who enjoyed more relaxing and company-based activities
o Enthusiasts made up 45 percent of the sample, mostly older locals who scored
high on all benefits included in the Likert scale
Typical trail users and fitness seekers had the highest levels of local
people
Group naturalists and enthusiasts brought most money to local area
Typical trail users mostly used the radio to discover the trails
Group naturalists most likely to have graduated from a four year college
Group naturalists mostly used newspapers, brochures and the Internet to
discover the trails

Enthusiasts mostly used word-of-mouth, road signs and bike dealers to

discover the trails
o Group naturalists and enthusiasts are the most important target audiences
Marketing to group naturalists
Stress quality time with friends and family
Socializing aspect of trails most important
Focus on biking above other activities
Advertise sources of food around the trails
Marketing to enthusiasts
Stress exercise benefits and nature exploration
Socializing aspects also important
Advertise local restaurants and wineries
Conclusion:
This article gave the firm a foundation from which to decide the target audience for this
campaign. The two most important groups to target for rail-trails proved to be group naturalists
and enthusiasts, as they create the largest financial impact in the trails surrounding communities.
Since group naturalists are mostly younger college graduates, Footprints can see the potential in
incorporating SUNY Fredonia and Jamestown Community College students into the plan.
Enthusiasts tended to be slightly older locals, which is the most important group of people in
small towns such as the ones surrounding the CR2T trails. These two segments were determined
to be best reached through newspaper articles, brochures, bike dealers and the Internet. All of
these awareness techniques will be taken into consideration by the firm to most successfully
garner awareness for CR2T. The two market groups seemed to be most attracted to the social and
fitness aspects of using rail-trails as well as the dining that surrounded the trails. This showed
Footprints the most effective way to market the trails and that incorporating local businesses into
the campaign can be a mutually beneficial aspect, creating more trail awareness while bringing
more money into the area.

ANALYSIS OF THE ORGANIZATION

Chautauqua Rails to Trails is a non-profit organization located in Chautauqua County, N.Y., that
manages and maintains over 30 miles of abandoned rail corridors. The mission of CR2T is to
acquire, develop and maintain multi-purpose recreational trails on or near abandoned railroad
corridors for public use. The reasons that the trails exists is to provide a safe relaxing place to
observe and learn about nature; a safe place to obtain healthy outdoor exercise; a destination for
people from out of the area to come to in order to obtain the benefits of the trails and in the
process benefit the local economy; a place where people can commune with the rich 150 year old
railroad history of this county; and for future use of the railroad corridor.
The board, which meets on the first Monday of each month, oversees the organization. The board
consists of a president, vice president, trail manager, treasurer, secretary, and archivist. The
current board members are Jim Fincher, Bob Berke, Bob Wright, Carrie McCausland, Anna
Thibodeau, MJ Albert, Wendy Lewellen and Breeanne Agett. Bob Berke serves as president and
Jim Fincher is trail manager.
CR2T does not have an office or specific location, and therefore is unorganized. There are files
spread around the county, and the bylaws are currently missing.
The organization does have a website and Facebook page, however the analysis shows that it is
not updated and managed regularly.
According to focus groups and surveys, CR2T has low awareness within Chautauqua County.

ANALYZING THE SITUATION

The biggest issues facing CR2T is a lack of funding and awareness, research proving that both
go hand-in-hand. Generous donations from general supporters and membership fees are the
primary sources of funding for the nonprofit apart from government grants. An increase in
awareness regarding the organization and the proper communication of CR2Ts purpose and
mission will increase the likelihood of people making donations and even becoming trail
members, increasing funds. Membership to CR2T entails giving a minimum of $25 to the
organization and in return, new members receive a biannual newsletter. Research showed that
this is little incentive to become a member. The trails run through Chautauqua County, which is
home to approximately 133,500 residents in the 1,500 square miles of land. With roughly 90
members, less than 0.1 percent of Chautauqua County residents are members of CR2T. There are
a number of possible explanations for the lack of membership, including the significantly low
level of awareness in Chautauqua County and the absence of substantial membership incentives.
Research concluded that successful awareness efforts and membership programs involving
tangible benefits are both effective methods for increasing donations to and members of an
organization, meaning an increase in funds as well. Footprints is confident that in developing
strategies that apply these techniques to the proper target public, the firm will be able to help the
situation at hand for CR2T, fulfilling the organizations full potential.

ANALYSIS OF KEY PUBLIC

A key public is a specific group of people an organization is directly trying to reach and impact
with a public relations campaign. After conducting primary and secondary research, Footprints
identified the key public as members of Chautauqua County between the ages of 18 and 40. The
firm decided to work exclusively with this public because research shows that a generally
younger demographic is the most profitable group to target for rail-trails. In order to establish an
identity with this public, CR2T needs to enhance its relationship with these members of the
community. This public will help ensure the life of the organization in the future, but will also
benefit greatly from what CR2T has to offer.
Currently, CR2T has few meaningful relationships with the general public, including specific
groups targeting 18 to 40-year-olds. The few connections CR2T has made are with other
organizations such as the Chautauqua Lake Snowmobile Club, resulting in trail maintenance in
the winter months. Even CR2Ts relationship with its own trail members is lacking; a very
minimal and sporadic level of communication used. This relationship is rather infrequent and
CR2T does not follow up on its effectiveness. It is important for CR2T to make more significant
relationships with the surrounding community, especially those in the key public.
According to Footprints survey and poll data, the majority of Chautauqua County residents are
unaware of the organization, with only about 35 percent having heard of CR2T. Of those
unaware, the majority of people were under the age of 25, showing a severe lack of awareness
within younger demographics. Despite this, these people expressed interest in the trails, the
majority saying that they would use the trails if they had more information. Some even said that
they would consider making a small donation to become a member. These findings displayed a
serious lack of awareness within the group of people that the firms research deemed most
important to target. However, this information shows great potential for CR2T, especially within
the key public. As a result of these findings, the firm is targeting a younger audience to extend
the life of their memberships and expand CR2Ts awareness into new and profitable markets.
Members of Chautauqua County between the ages of 18 and 40 are considered latent publics.
They share an issue and common bond with the organization, but do not recognize CR2T or its
benefits. The wants, interests and needs of the key public include things such as locations for
outdoor physical activity, a place to socialize with friends and a way to explore and escape the
stress of everyday life, all things that CR2T can offer.

PUBLIC AUDIT
To select the appropriate target public, an analysis of all publics needs to be completed. The
following publics currently or could potentially have an effect on CR2T. In addition, these
publics could also be influenced by CR2T, so they are worth noting. The publics are listed by
category.
Customers:
These are a list of publics who use CR2T:
Current members
General trail users
Members of the community who live near trailheads
People from out of town who come to use the trails
Producers:
These are a list of publics who support CR2T financially or structurally:
Current members
CR2T Board members
Local business partners
Volunteers
Chautauqua County Greenway Plan
Chautauqua Lake Snowmobile Club
Donors
Enablers:
These are a list of publics who support and enable the success of CR2T:
Media
Local business partners
Chautauqua Institution
Chautauqua County Hiking Club
Chautauqua Lake Snowmobile Club
Limiters:
These are a list of publics who may limit or undermine the success of the organization:
Media
Other local parks and trails
Similar competitors with more funding and/or awareness

Recommendations

KEY PUBLIC, GOALS & OBJECTIVES

Key Public
Members of Chautauqua County between the ages of 18 and 40
Goals

To establish an identity for CR2T

To create awareness for CR2T
To increase CR2T membership

Objectives
Awareness: To increase awareness of CR2T by 100 people in Chautauqua County between the
ages of 18 and 40 within six months of the campaign kickoff
Acceptance: To gain interest in CR2Ts mission by 40 people in Chautauqua County between the
ages of 18 and 40 within one year of the campaign kickoff
Action: To increase the number of people in Chautauqua County between the ages of 18 and 40
who become members of CR2T by 15 new members within one year of the campaign kickoff

STRATEGIES AND TACTICS

Strategy A: Improve branding

o Tactic 1: Use one steady logo
o Tactic 2: Use name consistently

Strategy B: Enhance online presence

o Tactic 3: Update and improve use of social media outlets
o Tactic 4: Update and improve CR2T website
o Tactic 5: Create email list for members and nonmembers for brief informational
updates

Strategy C: Enhance organizational materials

o Tactic 6: Improve member newsletter
o Tactic 7: Create a brochure
o Tactic 8: Create a fact sheet
o Tactic 9: Create a Q&A

Strategy D: Establish connection with SUNY Fredonia campus organizations

o Tactic 10: Team up with Fredonia Recreational Outdoor Group
o Tactic 11: Establish a relationship with the Career Development Office
o Tactic 12: Establish a relationship with the Volunteer and Community Services
Program
o Tactic 13: Team up with the SUNY Fredonia Sustainability Committee

Strategy E: Develop membership benefits for CR2T

o Tactic 14: Member discount cards applicable at local businesses
o Tactic 15: Bumper stickers
o Tactic 16: Oversized trail map
o Tactic 17: Create members-only email list for those who prefer electronic version
of newsletter

Strategy F: Develop a re-grand opening event

o Tactic 18: Create promotional materials
o Tactic 19: Form sponsorship alliances with local businesses
o Tactic 20: Hold re-grand opening event
o Tactic 21: Send out a direct mail piece to event attendees

MESSAGE DESIGN
Research of CR2T revealed that lack of awareness and funds are the two most serious issues
facing the organization. It is therefore necessary for CR2T to generate awareness throughout
Chautauqua County and obtain new members who can provide the nonprofit with funding for
things such as trail maintenance and events. In order to achieve this goal, CR2T must provide
messages to its key public that appeal to both the head and the heart. The key public should be
aware of the benefits associated with using recreational trails as well as the ability to engage with
Chautauqua County through the use of these beautiful railway corridors. Also, CR2T will be able
to communicate the positive impact the rail-trails have had on the county, attracting tourism and
benefitting the local economy. It is when these rational and emotional appeals are used together
that the organization will be able successfully deliver the desired message to the key public.
Rational Appeal:
CR2T will present two types of rational appeals.
A provided opportunity to establish an economically beneficial connection with local
businesses in Chautauqua County.
A presentation of facts surrounding the many benefits rail-trails provides to trail users.
Emotional Appeal:
CR2T will cater to positive emotions within the key public, targeting the interaction with
Chautauqua Countys natural beauty through the use of the trails.

STRATEGY A: IMPROVE BRANDING

Footprints recommends that CR2T improves its branding efforts because it is a simple way to
improve the CR2T identity and increase awareness. The firms research concluded that CR2T
has multiple different logos and abbreviations for the organizations name, which is not only
confusing to the firm, but to the public as well. Using one uniform logo in addition to using the
name and abbreviation consistently will make CR2T more easily identifiable and recognizable to
a wide range of people, including potential new members.
Tactic 1: Use one uniform logo
Logos are an organizations visual identity. CR2T uses multiple logos, all of which communicate
different things about the organization. A large part of branding is consistency. Consistency will
not only help increase awareness of the organization by improving visibility, but it will also help
improve the organizations positioning by communicating more uniform messages to the public.
Footprints came up with a few different options for CR2T to consider using as their logo. These
options include both of CR2Ts current logos and some additional logos that the firm came up
with. These can be found in the creative materials section. Using one consistent logo will allow
the organization to better communicate its benefits to the target audience and will also increase
the amount of people aware of the organization and its mission.
Tactic 2: Use name consistently
A name is possibly the most important part of any organization. It is what people identify and
think of first before anything else. Currently CR2Ts website hyphenates Rails-to-Trails on the
homepage, but does not under other sections. Also the organization sometimes refers to itself as
the Chautauqua Rail Trail and just Rails to Trails. Establishing consistency is vital to the
organization's brand, and Footprints suggests using the hyphenated version of the name
throughout. This will make it easier for people to understand that the trails are all a part of one
organization instead of thinking the trails each exist on their own. Also it will make the
organization more identifiable and recognizable because there will only be one name that people
need to associate the organization with.
In addition to using the name Chautauqua Rails-to-Trails consistently, Footprints also suggests
standardizing the abbreviations the organization uses. Currently CR2T uses CRTT, CRT,
and CR2T as different abbreviations for the same name. Abbreviations can be an excellent
way for organizations to identify themselves, especially to younger audiences. Sometimes it
could even take place of the logo and people will still be able to recognize that it is referring to
Chautauqua Rails-to-Trails. However, as with name and logo, abbreviation must be consistent.
The firm recommends using CR2T as the only abbreviation that the organization uses because
it already has some merchandise with that abbreviation on them. Using CR2T instead of
CRT or CRTT is not only less costly, but it better communicates the organization as well.
Using consistency across all aspects of the organizations brand will help improve awareness and
more people will be able to identify and recognize CR2T.

STRATEGY B: ENHANCE
ONLINE PRESENCE
The internet is one of the most popular ways for people to get information about an organization
these days. Initially, Footprints found two Facebook pages and two separate websites for CR2T,
all of which have not been updated frequently. Footprints suggests updating and improving all
social media outlets for the organization as well as improving the website and removing the
second website. This is a cost effective and fairly simple way for the organization to increase
awareness and reach potential new members.
Tactic 3: Update and improve use of social media outlets
Social media is an increasingly influential way for people to learn about and become familiar
with organizations. It is easily becoming an alternative to using an organizations website to get
information. Social media allows small tidbits of information to be absorbed by large publics and
is a great way to bring important information directly into the hands of the target audience
without them having to seek it out themselves. The firms research concluded that CR2T only
has a Facebook; it does not have any other social media platforms. Also, the organization does
not actively update and maintain the social media sites it does have.
First and foremost, CR2T should improve its Facebook and set up a Twitter account before
venturing out into other platforms. It should begin by only having one Facebook page that it
actively maintains and updates. Posts should be made on a regular basis featuring important
information about the organization or featuring interesting tidbits relating to the organization and
its benefits in some way. As for any social media, posts should be brief, but informative and
entertaining at the same time. Photos are also a vital aspect of social media. Incorporating photos
into posts make them more appealing, eye catching and entertaining, ultimately encouraging
people to read on. Profile and cover photos are also very important in social media. They should
be appealing and eye catching, but should also give accurate depictions of what the organization
is and what it has to offer. Frequently updating these photos along with posts will improve
CR2Ts social media outreach, which will in turn improve awareness of the organization.
Once CR2T improves its Facebook and takes to Twitter, Footprints suggests expanding into
other platforms like Instagram, LinkedIn and Foursquare. For the most part, the same techniques
can be applied across all social media platforms; however, each social media site has something
different to offer. Facebook posts should be brief, but there is more room to go into detail about
different topics. Twitter posts have a limit of 140 characters, requiring tweets to be even shorter
and more condensed, getting information across more quickly than Facebook. Instagram is
strictly a photo and short video-sharing platform, making it much more visually oriented.
Instagram photos and 15 second videos should be entertaining, fun to look at and thought
provoking. Lastly, LinkedIn can be longer and more in-depth with information. LinkedIn is the
most professional social media platform, meant to make connections with professionals and
other businesses rather than sparking interest in the general public. Building a successful social
media presence can improve awareness of CR2T in the immediate future, but can also improve
the long term outlook for the organization by attracting a broader, younger audience.

Tactic 4: Update and improve CR2T website

Despite the ever growing popularity of social media, websites are still the most popular way for
people to get information about an organization. Footprints recommends reorganizing the CR2T
website and improving the way information is displayed so that it is easier for the public to
access and take in. The firms research concluded that most of the content is not well-written and
contains some grammatical errors. Additionally, the wording of some of the content is slightly
off-putting and unwelcoming. In order for the website to be successful, almost all of the content
should be reworded and rewritten to reflect the positive benefits of the organization and all it has
to offer.
Overall CR2Ts website is visually unappealing and confusing, which makes it difficult for
people to access all of the information they are looking for. Reorganizing the content and
revamping the website layout will make it easier for people to navigate the site and find the
information they are looking for. This is extremely important when looking for awareness and
new membership, especially as other efforts drive traffic to the website. A new layout and
organization will cut down on the clutter and make for a more professional, aesthetically
pleasing site for CR2T.
The Trails and Maps pages should be combined and feature an interactive
map that is easier to read and understand. This will make the trails easier to
navigate, especially for people accessing the site from their mobile devices
while on the trails.
The Join Us page should be reformatted to include membership benefits and
both an online and printable membership application. It should also include a
section for nonmembers to enter their email addresses for brief informational
updates.
The Events page should be revamped to include important visuals of the
events as well as important information such as date, time, place, etc.
The Volunteers page should be revamped to contain valuable information
about how people can volunteer, where they should meet, what they can do and
who they should contact. Also, a Q&A answering potential questions for the
volunteers should be featured on this page to give important information on
CR2T and their mission.
A mockup of an organized CR2T homepage and a volunteer Q&A are both provided in the
creative materials section.
Tactic 5: Create email list for members and nonmembers for brief informational updates
The internet is an excellent way to keep the public informed and updated on things happening in
and around the organization. Footprints recommends that CR2T develop an email list for
members and nonmembers to reach out to and send informational updates. The key public is a
younger demographic that is more keen to technology, so this is an excellent way to reach out to
them and keep them informed and updated on the organization. According to the firms research,
awareness is an issue for the organization, especially in the younger demographic of 18-40.
Creating the email list and sending brief informational emails is a great way to target people
already interested in the organization and raise awareness of things the organization is doing

throughout the year. This is also a good way to keep those who do not wish to become members
informed without providing them with a copy of Trackin, since that is a members-only
benefit. This way, nonmembers can still participate and be involved, keeping awareness up and
possibly influencing them to become members in the future.
An email list would involve collecting and compiling email addresses from members, trail users
and people expressing interest in CR2T and its activities. This way CR2T is only addressing the
people who want to be addressed. It is extremely important that the emails and email list are not
seen as intrusive, annoying or negative in any way because that only reflects poorly on the
organization and hinders the amount of positive awareness it can receive. In order to ensure this
does not happen, CR2T should only reach those who express interest and willingly give their
email addresses. Also, the emails should include some way for people to unsubscribe or be taken
off of the email list. Footprints suggests including a simple sentence at the bottom of each email
update prompting people to respond to the email and request to be taken off the list if they no
longer want to be included on the list. Examples include:
If you no longer wish to receive emails or updates from CR2T, please reply to this email
asking to be removed from the email list.
To unsubscribe and stop all emails from CR2T, please reply to this email with the word
unsubscribe or stop.
In addition to increasing reach and awareness, creating the email list and using it appropriately
could also help generate trail usage and membership. Email recipients will already be interested
in the organization and the constant contact can motivate people to go out and use the trails and
donate their money to CR2T.

STRATEGY C: ENHANCE
ORGANIZATIONAL MATERIALS
One requirement for having good organizational structure is to have strong and reliable
organizational materials. These include things like newsletters, brochures, Q&As and fact sheets.
Each helps to communicate the organizations mission, answer questions and let people know
what the organization is really about.
Tactic 6: Improve member newsletter
The first tactic for this strategy is to improve the member newsletter. The majority of the CR2T
members receive the newsletter through email. This is a much cheaper way of distributing
materials compared to paying for postage. However, the current method of sending the
newsletter through a PDF is not the most up-to-date way to do so. Constant Contact is an easy
and reliable program that can help organizations create and send newsletters that are embedded
into an email. It also helps keep member contact information organized in lists for easy selection
choices when choosing the recipients. The program also provides an assigned marketing
consultant that will be available to CR2T for any questions. Constant Contact offers three
differently priced packages depending on how many contacts are needed. These packages are
explained in the budget section.
Tactic 7: Create a brochure
The next tactic is to improve the trail guide brochure. Overall, the current brochure is very wordy
and unattractive. An improved brochure should be condensed with only essential information
that communicates the organizations mission and purpose, along with ways for people to get
involved. Footprints believes that the brochure should be more colorful so that it stands out and
will therefore attract more people to view it. Color should be used to enhance certain parts of the
brochure to draw readers eyes to the most important information. Photos should also be featured
more in the brochure to allow readers to see the beauty of the trails at different times of the year,
increasing their interest in using the trails for themselves. Additionally, the brochure should
focus on promoting CR2Ts mission as well as explaining trails benefits such as those for a
persons health, the community and the environment. This way, people who read the brochure
will learn more about the organization and its purpose, making them more likely to want to help
out or become a member. Furthermore, the brochure should also provide the organizations
contact information and information on how to donate to CR2T online. It is important to promote
online fundraising because it is an easy way for the public to become involved that is growing in
popularity. The member benefits will be featured on the brochure in order to further entice
readers to become members to the organization.
Tactic 8: Create a fact sheet
Footprints recommends that a fact sheet be made to give Web visitors a quick glance at
important trail information. It should contain facts about the trails history and length, etc. It is
important to have a sheet which clearly states facts about the organization for anyone including
members and media outlets to find. Having the fact sheet on the website would give easy access
to the public, but would also allow for quick changes to be made if updates are necessary.

Tactic 9: Create a Q&A

Finally, Footprints recommends that CR2T create a Q&A for potential volunteers to seek
answers to any questions they may have. This will help encourage people to volunteer their time
and services by providing information to those interested in helping out. Featuring the Q&A on
the website is a great way for the public to quickly get answers to any basic questions that will
help them start the process of becoming a volunteer. Volunteers are a great way for the
organization to further expand their awareness and also maintain the trails.

STRATEGY D: ESTABLISH CONNECTION WITH

SUNY FREDONIA CAMPUS ORGANIZATIONS
Based on the awareness poll Footprints conducted, there is very low awareness of CR2T in
Chautauqua County. Focus groups at SUNY Fredonia, including Fredonia Recreation and
Outdoors Group and the campus Sustainability Committee, further support this claim. From
talking with the CR2T trail manager, it has also been identified that the organization lacks
volunteers and resources to reach its full potential. In order to tackle the issue of low awareness
and increase support, Footprints recommends that CR2T works closely with SUNY Fredonia to
develop sustainable, long-lasting partnerships. This coalition would allow students to earn
experience, service hours and leadership, while also providing CR2T with resources, expertise
and volunteers.
Tactic 10: Team up with Fredonia Recreation and Outdoors Group
Fredonia Recreation and Outdoors Group is a student club at SUNY Fredonia that provides an
outlet for recreational activities instead of substance-based activities. Footprints believes that
CR2T should team up with FROG because CR2T would potentially receive active users,
volunteers and increased awareness, while FROG would obtain a new place to become active in
the outdoors. The firm met with the president of FROG, and he was very interested and willing
to work with CR2T.
Footprints recommends that CR2T works with FROG to establish a trail cleanup event. The
cleanup event would invite student groups on campus to work together to clear the trails of
garbage and manage any plants, sticks, or other wildlife that may interfere with trail use.
Although this event would be held at the trails, FROG would take on the responsibility of
planning and organizing it based on their specific needs and resources at the time. Some of the
tasks FROG would have for this event include obtaining food for an opening ceremony, supplies
for cleaning, and transportation.
This event would also be widely publicized on Fredonias campus, increasing the awareness of
the organization beyond just those who attend the event. This would be a mutually beneficial
event because it provides student groups with volunteer opportunities and leaves the trails clean.
The firm believes this will be successful because Fredonia holds similar events annually such as
Fall Sweep and beach cleanup. Fall Sweep involves student groups raking leaves and cleaning
the community from the seasonal conditions of fall, and the beach cleanup involves students and
community members collecting trash at Point Gratiot and Wright Park in Dunkirk, N.Y. Both
events produce well-received attendance.
A sample letter to establish communication with FROG can be found in the creative materials
section.
The president of FROG, Justin Dickerson, can be reached by email at dick3592@fredonia.edu.
Tactic 11: Establish a relationship with the Career Development Office
The Career Development Office at SUNY Fredonia helps students with
planning/finding/applying for graduate school, internships and jobs.

Footprints recommends that CR2T works with the CDO to develop an internship position that
mutually benefits both the trails and the individual student. The internship would be per
semester, eight to ten hours per week, resulting in three credit hours. This position would interest
students in a variety of majors such as communication studies, public relations and business
marketing.
Some intern responsibilities should include: managing social media, planning for special events,
producing promotional materials for the organization and being an ambassador for CR2T on
campus.
A sample letter to establish communication with the CDO can be found in the creative materials
section.
Jennifer Wilkins, internship coordinator and career counselor for the Career Development
Office, can be reached by email at jennifer.wilkins@fredonia.edu.
Tactic 12: Establish a relationship with the Volunteer and Community Services Program
The Volunteer and Community Services Program provides volunteer opportunities for students
to help build sustainable and meaningful partnerships in the community.
Footprints recommends that CR2T reaches out to establish a relationship with the Volunteer
Community Service office at SUNY Fredonia. By doing so, the office would be able to refer
students looking for community service hours to the organization. The office also has a
newsletter that goes out to the community each semester, highlighting organizations that are in
need of volunteers. This would help increase both awareness and support.
This partnership would become mutually beneficial for the students and CR2T. Students will be
able to gain volunteer hours, while CR2T will gain support and awareness.
A sample letter to establish communication with the office can be found in the creative materials
section.
Coordinator of volunteer and community services, Joyce Harvard Smith, can be contacted by
email at Joyce.Smith@fredonia.edu.
Tactic 13: Establish a relationship with the SUNY Fredonia Sustainability Committee
The Sustainability Committees mission statement is to integrate sustainability into all aspects of
campus life by educating students, faculty, staff and the community about environmental, social
and economic issues; promoting environmental awareness and responsibility in personal and
institutional choices and inspiring innovative environmental solutions, behavioral changes, and
ethical stewardship of the natural world. The firm believes that CR2T should build a relationship
with the Sustainability Committee because each group holds similar beliefs and purposes,
allowing for a mutually beneficial relationship to form.

Footprints recommends that CR2T and the Sustainability Committee meet a couple of times a
year to share ideas and updates regarding their organizations. By establishing this relationship,
the Sustainability Committee members will have a deeper understanding of CR2T and will keep
the organization in mind for future projects.
To further this relationship, the firm suggests that CR2T connects with the Sustainability
Committee on Facebook. During Footprints focus group with the Sustainability Committee,
members emphasized the importance of social media presence to communicate with younger
audiences. Sharing information between the two organizations can help CR2T gain online
presence.
A sample letter to establish communication with the Suitability Committee can be found in the
creative materials section.
Sarah Laurie, environmental safety and sustainability specialist, can be contacted by email at
Sarah.Laurie@fredonia.edu.

STRATEGY E: DEVELOP MEMBERSHIP

BENEFITS FOR CR2T
Footprints recommends the development of more membership benefits for CR2T using several
methods. The current membership plan offers few incentives for new members to join.
Footprints research concluded that offering tangible benefits is a useful motivational tool to gain
members. CR2Ts current membership plan offers intangible benefits such as feelings of
altruism and philanthropy, but the only tangible benefit offered to members is a bi-annual
newsletter, which is available to the public on the CR2T website, lowering its value and
incentive nature. By offering a wider variety of tangible incentives, the number of members is
expected to rise significantly.
Tactic 13: Member discount cards applicable at local businesses
Discount cards serve as a profitable way to provide an added incentive to become a member to
any organization. A discount card is a wallet-sized plastic card that displays the CR2T name,
photo or logo on the front side, and 12-15 special discount offers from local restaurants and
businesses on the back side. These cards are mutually beneficial for both parties. They drive
customers to the local businesses offering discounts, while also opening the door for CR2T to
maintain longstanding relationships with businesses in the community.
Local businesses near and around the trails such as Boxcar Barneys Ice Cream, Tuscany Fresh
Meats & Deli, Jamestown Cycle Shop, Olympia Sports and any of the countys beautiful
wineries are just a few examples of local companies that may be open to offering special
discounts for the card. Additionally, businesses that complement the trails mission and purpose
such as Hollyloft Ski & Bike and Chautauqua Lake Snowmobile Services are good options to
pursue for the cards. A longer list of potential businesses to contact can be found in the appendix
of the binder.
The cost to produce the cards is minimal, while the revenue the organization will gain from them
is high. For example, if 250 discount cards are purchased by CR2T, it would cost approximately
$5 per card to make. If CR2T then sells these at an individual sale price of $10, the total profit
from these 250 cards is $1,250. If 500 cards are purchased, they would cost approximately $3 per
card to make and total profit for CR2T would be $3,500. For a closer look at production costs,
selling price and profit, see the budget section of the binder.
Discount cards can be created online using sites such as thegocard.com or
fundraisingcardfactory.com, or can be purchased from local businesses such as Arkwright
Printing Company, Inc. or Jamestown Rubber Stamp Company, Inc. An annual expiration date
will be printed on the card, allowing for new discount offers to be given each year. By changing
the special offers each year, CR2T can form alliances with a wider variety of businesses around
Chautauqua County. Promoting the card in CR2Ts organizational materials is an important step
in boosting awareness of the new membership benefits.
Tactic 14: Bumper sticker
Another tangible incentive to become a member of CR2T is the development of a bumper

sticker. A bumper sticker will offer several different benefits. The first benefit of this tactic is
that awareness of the organization will spread around the community rapidly. Secondly, it
provides another opportunity to work with local businesses and form mutually beneficial
relationships. The third benefit to CR2T is that it provides yet another tangible incentive to entice
trail users to become members. Bumper stickers can be easily created through local businesses
such as Quick Solutions in Jamestown, Falconer Printing & Design Inc., OfficeMax and many
others. The bumper sticker will feature the CR2T abbreviation, along with a company tagline and
the twitter handle @chaurtt. The cost to purchase 100 bumper stickers would be approximately
$60 to $90 depending on the size desired for the sticker. See the budget section of the binder for
a more detailed pricing chart for these bumper stickers.
Tactic 15: Oversized trail map
Providing members with an oversized map of the trails is another added incentive for trail users.
These maps should clearly show the location of each trail, label each section of trail, indicate
parking locations, and highlight the best areas for environmental interaction such as the beaver
lodges and bird watching areas. The maps can also highlight local businesses surrounding the
trails. This encourages members to bring more money into the local area, while also
strengthening the alliance the organization should aim to make with businesses around the
county. These maps can be purchased for a low cost from businesses such as Staples, Office
Depot and OfficeMax, or at any local print shop. To print 100 trail maps, it would cost CR2T
approximately $60 to $100 depending on size, color and paper quality.
Tactic 16: Create members-only email list for those who prefer electronic version of
newsletter
With the upward surge in technology over the past few years, online access to information is
becoming more and more crucial for organizations. Email allows for instantaneous sharing of
information and many people prefer this online access over physical, mailed-in copies. The
seasonal, bi-annual newsletter that members receive is an important element in spreading
awareness for CR2T, but sending these by mail can be a downfall for those members who prefer
electronic information. As our target market is members of the community between the ages of
18 and 40, the utilization of technology is critical for every aspect of the organization. This age
group in particular is ever-increasingly dependent on technology for communication and the
sharing of information. Creating a members-only email list would serve as a way to maintain
constant contact with members and give them easier access to new organizational information.

STRATEGY F: DEVELOP A
RE-GRAND OPENING EVENT
The research that Footprints conducted indicates that awareness and funding are the two biggest
issues facing CR2T. Awareness is the first issue that should be tackled in order to make the
organization known. It is only after awareness is achieved that more people will use the trails and
potentially become members, meaning a boost in funding. Footprints believes that CR2T should
hold a re-grand opening event, as it could be an extremely effective way to generate awareness
and membership, killing two birds with one stone. An event would be a fun way to get members
of Chautauqua County to come see the trails. Heavily promoting the event will not only increase
attendance, but also increase general awareness surrounding the organization. Marketing the
event as a re-grand opening can generate more interest because it indicates that the organization
is reestablishing itself with a fresh start that people will be interested in seeing. An event will
also provide CR2T with a platform to generate membership. People will be more willing to make
financial donations and possibly become trail members if they can experience the trails for
themselves and understand the organizations purpose. An event would provide an excellent
incentive for people to do just that. The firms research indicated that younger college students
and college graduates as well as older locals are the two most important marketing groups for
rail-trails to target. Research published by other rail-trails shows that these two groups most
enjoy the socializing and nature exploration aspects of recreational trails, as well as local food
surrounding the trails. An event will be a great way to target those people around Chautauqua
County and provide them with the benefits they most seek from recreational trails. Although an
event can be pricey, it can be a hugely effective tool in generating awareness, membership and
funds, accomplishing several goals at once.
Tactic 18: Create promotional materials
It is important to create and distribute promotional materials for the event to get the word out.
Although the event itself will generate awareness, the overall awareness truly stems from this
tactic. It is important to advertise and promote so that people not only learn about the event, but
about CR2T. In the creative materials section, the firm has created and included the following:
A press release
A flier
A media advisory
It may be beneficial to purchase an advertisement space in local newspapers; however, a press
release is a great way to get free coverage. They inform different media outlets of your cause so
that they can create a story for it. Local newspapers and radio stations are great places to send
news releases so that they can help spread the word for you.
Fliers are excellent awareness mechanisms as well. They can be colorful, brief and attentiongrabbing, getting the point across quickly and effectively. Footprints recommends that CR2T
make copies of the provided flier and distribute them to businesses across the county to post in
their storefronts. This can be a very useful way to communicate the message across the entire
county while gaining support from local businesses.

Media advisories are also very important, especially for events. They are sent to local media
outlets to invite them to the organizations event. If the media attends, they will likely take
photos and publish a story about the event, helping to garner even more awareness for CR2T.
Footprints has provided a list of media and local business contacts the firm recommends
contacting in the appendix.
Lastly, Footprints recommends that CR2T incorporate social media when promoting the re-grand
opening event. Tweeting information or creating a Facebook event page can be very effective
ways to spread the word. The latter allows the organization to post detailed information on the
social media site including event time, location, activities and where to buy tickets (which will
be explained later on). Also, Facebook event pages allow users to invite their friends, so that at
the very least, those who are invited to join the page on Facebook will see that an event is
happening and will have CR2Ts name in mind.
Tactic 19: Form sponsorship alliances with local businesses
It would be very difficult for a nonprofit organization to put on any sort of event without the help
of local businesses. Generally, businesses are very willing to donate and help out nonprofits with
good causes, making them great resources for organizations like CR2T. Footprints recommends
that CR2T send out a letter of solicitation to businesses across the county asking for any help
they can provide, whether financial or tangible donations. A format for this letter can be found in
the creative materials section. Since it is important to provide these businesses with some
incentive to donate, Footprints believes that making CR2T T-shirts would be beneficial. The
shirts could be handed out to attendees of the event. The front of the shirt could have the
organizations logo and tagline, while the back has the name of local sponsors. The advertising
space on the back will spark interest for local businesses to donate or give deals to CR2T for the
event. Also, each time an attendee wears his or her T-shirt after the event, CR2Ts name is
spreading even more, generating more awareness. Footprints received a quote of $550 for Tshirts from Northern Tier Screenprinting in Fredonia, N.Y. This price assumes the order is for
100 green shirts with black ink. T-shirts bought in bulk are much more affordable and excess
shirts not given at the event can be sold on the CR2T website.
Tactic 20: Hold re-grand opening event
Activities:
There are many possible actives CR2T could hold at a rebranding event. Footprints recommends
that the actives are fun for all ages to attract all members of the key public, as well as their
children. These are a few activities Footprints recommends having at the event:
Bicycle raffle
o Research shows that the best target market groups for rail-trails like biking over
any other recreational activity.
o The possibility of winning a bicycle may attract more attendees.
o Profit will increase from raffle ticket purchases.
DJ playing music with space to listen and dance
o An estimate of $150 was given by a student DJ at SUNY Fredonia; however,
student DJs often volunteer for similar events.
Lawn games

Footprints recommends a maximum spending price of $50 and that board

members bring games from home to lower expenses. Olympia Sports or similar
stores may donate such games.
Guided walks of the trails by CR2T board members
Hayrides down the trails
o Board members can volunteer a pickup truck to drive attendees down the trails in
the trucks bed which can be garnished with hay.
Face painting and henna tattoos
o Volunteer art students from SUNY Fredonia can volunteer to run these activities.

Food:
Research recommends holding picnics to attract target market groups to recreational trails. Also,
food in general is a great incentive for people to come to any event. Footprints recommends
having Chiavettas Chicken Barbeque at the event because the respected name will attract more
people and the company will provide all the food and cooking supplies, taking a lot of
responsibility away from CR2T. Chiavettas requires a minimum purchase of 75 dinners with a
base price of $1,000. Although this is pricey, tickets will be sold to those who want a Chiavettas
dinner, meaning that if ticket sales are successful, this money will be earned back. Ticketing is
explained at length below. Beverages can mostly be donated. McDonalds will supply barrels of
water and orange drink with paper cups. Bottled beverages can also be solicited from grocery
stores across the county such as Walmart, Tops and Wegmans or smaller stores like Macks
Hometown Market or Lighthouse Point Grocery.
Footprints also recommends providing free apple cider and donuts to attendees as an added food
incentive as well as a fun seasonal dessert. Assuming that 75 people attend the event and that
each person enjoys two donuts and two servings of cider, approximately 13 dozen donuts and ten
gallons of cider should be purchased. Tim Hortons gave Footprints a price of $98.50 for 13
dozen glazed donuts; however, the company does often donate to nonprofit events. Based off of
prices from Tuscany Fresh Meats & Deli, ten gallons of cider would cost about $50. It should
also be easy to acquire donations of cider from grocery stores in the county.
If the event is held outdoors, a tent with tables and chairs should be rented for attendees to sit, eat
and socialize. G&E Tents gave Footprints a quote of $229 - $294, depending on the event
location, assuming a 50 person tent occupancy. This price includes the tent, tables, chairs, setup
and teardown. G&E assures the lowest tent price, guaranteeing to beat any quote given by
another tent company.
Tickets:
While Footprints recommends making general event admission free, tickets should be sold for
those who want Chiavettas, as it can become expensive and the company needs the commitment
of ticket sales. The base charge of $1,000 for 75 people equals about $13 per meal, giving CR2T
a few options. Tickets can be charged for that amount to break even, they can be charged for a
higher amount to make a profit or they can be charged for a lower price to likely increase the
amount sold. Footprints recommends two methods for selling tickets:
Reach out to businesses around the county to sell event tickets and collect the money at
their counters in exchange for space on the back of the CR2T T-shirt.

This is an easy and effective way to sell tickets that requires little work from
CR2T.
o It is easier to get the word out if tickets are sold across the entire county at local
businesses.
Reach out to student groups at SUNY Fredonia and Jamestown Community College to
sell tickets in exchange for community service hours.
o This is another easy and effective way to sell tickets that requires little work from
CR2T.
o This will increase awareness among members of college campus communities
including students and professors.

Membership:
Footprints believes that an event like this would be a great opportunity for CR2T to generate
membership. The firm believes that more people are likely to donate and become a member if
they are able to see the trails and better understand the organization, which this event will help
them do. Footprints recommends that a table is set up where event attendees can sign up to
become a member and make their donation. Attendees who do not wish to become a member can
also make donations to CR2T here. Different recommended membership benefits, such as an
oversized trail map and a CR2T bumper sticker can be handed out at signup. As further incentive
to become a member at the event, the firm recommends that the suggested local business
discount card be sold at a discounted rate. A clipboard can be held at this table where new
members can provide their names, addresses and email addresses. Non-members can also
provide their information for the brief informational update email list. This table can also be used
to promote CR2Ts All the Way challenge.
Time:
Footprints recommends that CR2T hold this rebranding event in the early fall for several reasons.
Firstly, Western New York typically has beautiful warm weather in the early fall. With warm
temperatures and leaves changing color, the trails will be extremely scenic and enjoyable. People
love being outdoors this time of year to experience the changes the season holds. It is a great
time of year for families to spend time together and for friends to explore the beauty of the
county and socialize. Creating awareness while it is still warm outside, but not too long before it
starts to snow will allow newly aware trail users to experience both summer and winter trail
activities within a relatively short timeframe. Also, holding the event this time of year will allow
CR2T to take advantage of college students, an important demographic, being back in school.
Not only will students being back increase the number of potential attendees, but the
organization can also request the help of campus groups at both Fredonia and JCC for event
promotion. Footprints believes that holding an event on a Saturday or Sunday anywhere from
mid-September to mid-October would provide the best weather, the most seasonal scenery and
the best turnout.
Location:
As mentioned before, it is extremely important to hold the event very close to the trails so that
attendees can use them during the event and experience what the trails have to offer, generating
interest in future use. Footprints recommends that the event be held at one of the following
locations:

The plot of land at the mouth of the trail on Titus Road in Sherman, N.Y.
The plot of land next to Prospect Station on Fish Road in Westfield, N.Y.
The plot of land along the trail behind Boxcar Barneys Ice Cream in Mayville, N.Y.
o Although these are private pieces of property, permission for use can be asked
from the landowners and a one-day liability charge can be paid to ease the worries
of the landowners. Although it would be more of a hassle and cost to use these
spaces, the firm believes that they are beautiful locations with ample event and
parking space as well as extremely easy access to trail entrances. Lawley
Tradition Insurance gave Footprints a quote of $300 which would cover a one day
special event for a $1 million limit of liability, including both bodily injury and
property damage.
o Each space has its advantages. The Titus Road land is the largest space, able to fit
more activities and cars for parking. The Fish Road land has a lot of street parking
and it located at a trailhead where trail users can go two different directions and
see more of the trails. The land in Mayville is a good central location of the trails
as a whole. Also, there are parking lots nearby and being located behind Boxcar
Barneys makes for a possible alliance for the event.
The American Legion in Brocton, N.Y.
o The indoor setting would be a good backup plan for unexpected weather. Also, if
CR2T was uncomfortable asking permission to use private land or wanted to
avoid liability charges, holding the event at this establishment, or somewhere
similar, may be a better option. Lastly, the American Legion in Brocton is fairly
close to a trail entrance, allowing attendees to still easily walk and explore the
trails.

Miscellaneous:
Other expenses must be taken into consideration for this event. If the event is held on a private
plot of land with no bathroom access, a Porta Potty must be rented. Frantz & Russell gave
Footprints an estimate of $100 for one Porta Potty. If CR2T chooses to decorate at the event,
those expenses should be considered. Things such as pumpkins, cornstalks, hay and balloons,
etc. can add some aesthetically pleasing seasonal flare to the event. The firm recommends a
maximum decoration expense of $50. Lastly, Footprints recommends spending no more than $50
on paper products such as cups, napkins, garbage bags and raffle tickets and $25 on any
materials to create event signage. A more visual breakdown of event expenses can be found in
the budget section.
Tactic 21: Send out a direct mail piece
Footprints recommends that CR2T send out a direct mail piece to attendees of the event within
two weeks after the event is held. The letter will be a great way to touch base with those who
came to the picnic, thanking them for their support and keeping the organizations name in their
minds. Also, the mail piece will include a membership form that recipients can fill out and send
in with their membership payment. The piece will remind event attendees of the benefits of
becoming a CR2T member and create further interest in membership. To save on postage, the
organization can email the piece through the Constant Contact program, as explained in Strategy
C. A copy of this direct mail piece can be found in the creative materials section.

Budget

BUDGET OVERVIEW
Strategy A

$0
Tactic 1
Tactic 2

Strategy B

$0
Tactic 3
Tactic 4
Tactic 5

$0
$0
$0
$170-$345

Tactic 6
Tactic 7
Tactic 8
Tactic 9

$20-$195/mo
$150
$0
$0

Strategy C

Strategy D

$0-$20
Tactic 10
Tactic 11
Tactic 12
Tactic 13

Strategy E

$0-$5
$0-$5
$0-$5
$0-$5
-$1080.05-$1459.95

Tactic 14
Tactic 15
Tactic 16
Tactic 17
Strategy F

-$1250-$1250
$109.95
$60-$100
$0
$502-$2630.82

Tactic 18
Tactic 19
Tactic 20
Tactic 21

Total

$0
$0

$0
$11.50-$42.32
$479-$2542.50
$11.50-$46

-$408.05-$4455.77

DETAILED BUDGET
Strategy A: Improve branding
Footprints recommends a $0 budget for Strategy A. The tactics for this strategy involve using a
steady logo and using the organizations name consistently. These are things that the
organization can do on its own without having to spend money.
Strategy B: Enhance online presence
A web presence is essential for any organization. Strategy B is also a $0 budget because
improving social media outlets, updating and improving the CR2T website and creating a
nonmembers email list are all things the organization can do for free. CR2T is able to do these
things on its own, or hire an intern who is also able to do it for no cost to the organization.
Strategy C: Enhance organizational materials
Strategy C has a budget range of $170 to $345. The majority of this budget comes from the
monthly cost of using Constant Contact to distribute the member newsletter. Constant Contact
offers three different packages, Basic, Essential and Ultimate for either 0-500 contacts or 5012500 contacts. Footprints recommends CR2T use any of the packages for 0-500 contacts due to
the size of the organization and its membership. The remainder of the budget for this strategy
comes from printing copies of the new and updated brochure. A price quote of $150 was
obtained from Copy Boy in Dunkirk, N.Y., for printing approximately 100 copies of the
brochure. Creating a fact sheet and Q&A does not cost the organization anything as Footprints
has already provided it for CR2T.
Constant Contact Package Prices
Packages

0-500 contacts

501-2500 contacts

Basic

$20/mo

$35/mo

Essential

$45/mo

$60/mo

Ultimate

$195/mo

$245/mo

www.constantcontact.com
Strategy D: Establish a connection with SUNY Fredonia campus organizations
Footprints recommends a $0-$20 budget for Strategy D. Typically this strategy can be executed
at no cost, especially with email communication, however the firm built in a buffer of $5 per
tactic in case any postage is required for written correspondence with the SUNY Fredonia
campus organizations.
Strategy E: Develop membership benefits for CR2T
A large portion of the overall campaign budget comes from Strategy E. Footprints has set aside a
budget of -$1080.05 to $1459.95 for this strategy. The most expensive, but also least expensive
charge comes from member discount cards applicable at local businesses. Footprints obtained a
quote from thegocard.com for $1250 for 250 discount cards. There is a negative charge

associated with this as well because the discount cards are also able to be sold on their own
separate from a CR2T membership for $10 each, which in turn could produce a profit of $1250
as well.
Discount Card Prices and Profits

http://thegocard.com
The remainder of Strategy Es budget is for CR2T bumper stickers and oversized trail maps. The
bumper stickers total $109.95 for 250 3-by-5 inch rectangle or 3-by-4.5 inch oval bumper
stickers. There is also an option for 3-by-10 inch rectangle stickers, but it is more expensive and
the firm feels it is unnecessary to opt for the larger stickers. Footprints obtained this quote from
makestickers.com. The firm also obtained a quote of $60-$100 for a quantity of100 oversized
trail maps from Office Depot. Lastly creating a members-only email list is a zero charge to the
organization because it simply entails collecting and organizing email addresses from current
members.
Bumper Sticker Prices

www.makestickers.com
Strategy F: Develop a re-grand opening event

Strategy F is by far the biggest cost to CR2T in the campaign. Although the event can be pricey,
the firm feels it will only benefit the organization in the long run. The first part of this strategy is
also the least costly. Creating promotional materials to promote and build up the event is
essential to the success of the event and often times results in free media coverage. This is much
more cost effective and is often seen as more credible than if ad space were purchased. There is
no cost to CR2T because Footprints has also provided the promotional materials.
Based on the cost to hold an event, it is difficult for any nonprofit, including CR2T, to host an
event completely on its own. Forming sponsorship alliances with local businesses can help with
the cost of hosting an event because a lot of businesses are willing donate and help nonprofits
with good causes. A total cost of $11.50 to $42.32 is budgeted for CR2T to contact local
businesses for support. The firm has provided a letter of solicitation to send to businesses asking
for donations, therefore the only cost is the postage required to send out the letters. The firm has
also provided a comprehensive list of businesses to contact. The range in cost comes from the
amount of businesses CR2T contacts. Footprints set 25 businesses as the lower end of the budget
and all of the businesses the firm provided as the higher end.
Actually holding the re-grand opening event is the largest cost of the entire campaign. With no
donations or support for local businesses, the event would cost upwards of $3000. The firm
suggests hosting a bicycle raffle at the event, which would cost approximately $350 for the bike,
but businesses such as the Jamestown Cycle Shop have been known to donate bikes to similar
events. A DJ at the event would provide some entertainment and usually costs about $150,
however student DJs are often willing to volunteer and donate their time to worthy events like
the re-grand opening event. Activities like lawn games, face painting, henna tattoos, guided
walks of the trails and more create a more family friendly, entertaining environment at the event,
however Footprints recommends spending no more than $50 on all of these activities. Games can
be brought from board members homes to lower expenses, but they can be donated as well.
Student volunteers from SUNY Fredonia can also help run face painting and other activities to
reduce expenses.
Another large cost comes from food. Footprints suggests having a Chivettas Barbeque Dinner
and selling tickets for the dinners. Chivettas requires a minimum purchase of 75 dinners for a
total cost of $1000; however tickets can be sold to offset the cost or even make a profit for
CR2T. In addition to that, the firm recommends having free apple cider and donuts as an added
incentive for attending the event. Approximately 13 dozen donuts and ten gallons of cider would
be needed. Tim Hortons gave the firm a total cost of $98.50 for the donuts; however it also
specified that the company often donates to similar nonprofit events. A price of $50 for apple
cider was obtained from Tuscany Fresh Meats & Deli, however this too may be donated.
Beverages would also be needed, but the firm has already confirmed with McDonalds that it
would supply barrels of water, orange drink and paper cups for the event.
Additional costs such as a tent and chairs, insurance, decorations, signage, and more would also
have to be taken into consideration. If the event were to be held outside, tables, chairs and a tent
would be required. Footprints obtained a quote of $229 to $294 from G&E Tents, assuming a 50
person occupancy. This cost includes the tent, tables, chairs, setup and teardown. G&E
guarantees the lowest tent price, offering to beat any quote from other tent company. In addition

to that, an outdoor location would also require a Porta Potty. One Porta Potty can be rented from
Frantz & Russell for $100. Unless the event was held on CR2T owned land, an outdoor location
would also require liability insurance. Lawley Tradition Insurance gave Footprints a quote of
$300 for one day special event coverage with a $1 million limit of liability, covering both bodily
injury and property damage. If the event was held at the American Legion indoor setting, all of
these costs may be deducted. Lastly the firm suggests a limit of $50 for each decorations, paper
products and signage. These may be donated, but are less likely than the food, games, etc.
Total
Taking all of the costs into consideration, the event would cost $2630.82 and the entire campaign
would cost $4455.77. CR2T was very clear that the budget was not to exceed $2000, so with this
number the Footprints is over budget. However if all donations and support are factored into the
budget, the event can be held for as little as $502 and the overall campaign can produce a profit
of $408.05. Adjustments to discount card and Chivettas ticket prices can also increase or
decrease the overall profit made.

Schedule

SCHEDULE
1. Use steady logo
2. Use name consistently
3. Update social media
outlets
4. Improve CR2T
website
5. Create email list for
brief informational
updates
6. Improve member
newsletter
7. Create a brochure
8. Create a fact sheet
9. Create a Q&A
10. Team up with FROG
11. Establish a
relationship with Career
Development Office
12. Establish a
relationship with the
Volunteer and
Community Service
Program
13. Team up with SUNY
Fredonia Sustainability
Committee
14. Member discount
cards
15. Bumper stickers
16. Oversized trail maps
17. Create members only
email list
18.Create promotional
materials
19. Form sponsorship
alliances with local
buisness
20. Hold re-grand
opening event
21. Send out direct mail
piece to event attendees

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Creative Materials

LOGO OPTIONS

Chautauqua Rails-to-Trails
P.O. Box 151
Mayville, NY 14757
716-269-3666

Fact Sheet

Chautauqua Rails-to-Trails
Description
Chautauqua Rails-to-Trails is a nonprofit organization that focuses on the acquisition and
preservation of abandoned railroad corridors for the use of trails. The trails can be used for
hiking, running, bicycling, cross-country skiing, bird watching and horseback riding.
Organization:

Nonprofit 501 (3) organization

Affiliated with Rails-to-Trails Conservancy
Contributions are tax deductible

Trails:

Eight trail segments with 28.56 miles

Wide variety of environments: woodlands, wetlands and flowering meadows
Free to the public
Available to schools, scouts, churches and service organizations
Maintained by volunteers
Open dawn to dusk

Trail Rules:

No ATVs or motorcycles
No hunting, camping or open fires
Pets allowed on leash
Leave no trash behind
Give warning when passing

CONSTANT CONTACT NEWSLETTER

Chautauqua Rails-to-Trails
P.O. Box 151
Mayville, NY 14757
716-269-3666

Frequently Asked Questions

Chautauqua Rails-to-Trails
Volunteering

Q: What is CR2T?
A: CR2T is a nonprofit organization that preserves abandoned railway corridors that run through
Chautauqua County, converting them into recreational trails for public use.
Q: What is CR2Ts purpose?
A: The trails exist to give people a safe place to relax and obtain healthy outdoor exercise, to
help stimulate the local economy, to preserve the railroad corridors for future use and to uphold
the rich railroad history in Chautauqua County.
Q: Who can volunteer for CR2T?
A: Anyone can volunteer for CR2T. We encourage all members of the county to volunteer, but
out-of-town people who enjoy the trails are more then welcome to donate their time and help
keep the trails clean and maintained.
Q: What would I do as a volunteer?
A: CR2T is run fully by volunteers, so they assist in every aspect of running the organization.
We are always looking for volunteers to help with fundraising, grant writing, trail maintenance
and repairs, planning and organizing events, writing articles and press materials and much more.
Your ideas are always welcome and we are open to any volunteer activities you would like to
pursue.
Q: What type of commitment is required?
A: The level of commitment made is up to you. We realize that volunteers are busy, so we try to
be accommodating. You can help CR2T on your own time. There is no minimum requirement,
but we do suggest spending a few hours per week in order to keep things in the organization
moving forward.
Q: Why should I become a volunteer?
A: First and foremost, you would be making a difference in your community. You would be
helping CR2T preserve the natural beauty of Chautauqua County while simultaneously
stimulating the local economy. Not to mention, any volunteer experience looks great on a rsum
and gives you a chance to explore new interests.

Q: How can I become a volunteer?

A: Those interested in volunteering are asked to email the organization at crtt@chaurtt.org and
let us know how youd like to help. We will get back to you with available volunteer projects.
The process can take up to two weeks.
Q: Is there someone I can contact for more information about volunteering?
A: Dr. Robert Berke, CR2T president, can be reached at crtt@chaurtt.org. Potential volunteers
are also welcome to CR2T board meetings, which are held at 7 p.m. on the first Monday of each
month at Webbs Year-Round Resort in Mayville, N.Y.

Contact: Jim Fincher -- trail manager -- crtt@chaurtt.org

Chautauqua Rails-to-Trails
P.O. Box 151
Mayville, NY 14757
716-269-3666

News Release
FOR IMMEDIATE RELEASE
CONTACT: Jim Fincher -- trail manager -- crtt@chaurtt.org

CHAUTAUQUA RAILS-TO-TRAILS TO HOST

RE-GRAND OPENING EVENT
MAYVILLE, N.Y. (Date) -- Chautauqua Rails-to-Trails invites the county to a picnic
celebrating its re-grand opening with a little fall fun. Attendees can expect food, music and fun
activities with access to the organizations recreational trails.
Weve really challenged ourselves to produce an event that inspires, informs and impresses our
visitors, said Dr. Robert Berke, board president. We are hoping to motivate community
members to improve their health and engage in more outdoor physical activities, while also
appreciating the beauty of Chautauqua County through the use of our trails.
This free event will be held at (location) on (date) at (time.) CR2T will be holding a raffle where
event attendees have the chance to win a bicycle worth (amount). The event will also feature
guided hikes down the trails, a DJ, hayrides, games, activities for children, seasonal desserts and
more. Local businesses around the county will be selling tickets for Chiavettas barbecue, which
will be served at the event.
The event is a part of the organizations recent efforts to make more substantial connections with
members of Chautauqua County and local businesses in the area. The re-grand opening will be a
fun way for people to experience the trails while helping CR2T in their efforts to preserve this
beautiful land and stimulate the local economy.
For more information about CR2T and its grand re-opening event, visit www.chaurtt.org or
email crtt@chaurtt.org.
CR2T is a nonprofit organization that works to acquire, develop and maintain multi-purpose
recreational trails on or near abandoned railroad corridors for public use.
###

Chautauqua Rails-to-Trails
P.O. Box 151
Mayville, NY 14757
716-269-3666

Distribution date

MEDIA ADVISORY/PHOTO OP
CHAUTAUQUA RAILS-TO-TRAILS TO CELEBRATE RE-GRAND OPENING
WHAT:

Chautauqua Rails-to-Trails will celebrate the re-grand opening of the trails with a
special family fun event. Western New Yorks famous fall colors are in full luster
for the occasion. The event will be an explosion for all five senses. Grilled foods
and crisp apple cider will be provided along with festive activities such as face
painting and hayrides along the trails. Lawn games and music will add to the fun
along with a bicycle raffle and t-shirts.

WHEN:

Date and time of event

WHERE:

Location of event

CONTACT: Jim Fincher -- trail manager -- crtt@chaurtt.org

Dr. Robert Berke

Chautauqua Rails-to-Trails
P.O. Box 151
Mayville, NY 14757

Date
Name of manager
Local business name
Address
Address
Dear (name of manager or local business name here),
Chautauqua Rails-to-Trails is a nonprofit organization located in Chautauqua County that
provides local residents with free access to trails for educational and recreational use. On (event
date here), CR2T will be holding a re-grand opening rebranding event at (event location here).
The event will run from (event time here). This event is open to the public and will include
various forms of entertainment, food, and educational information about the positive health and
environmental benefits of CR2Ts rail-trails. The event is being held to raise community
awareness about the organization as well as bring in new members.
I am writing to your business to request you to be a sponsor of our event. As a small nonprofit
organization, sponsorship and donations from the surrounding community is greatly needed and
valued. These donations can be in the form of food, beverages, volunteers, advertising
opportunities and more. Specific items that would be strongly appreciated include, but are not
limited to:

Beverages: bottled water, pop, apple cider, sports drinks, fruit juice
Food: donuts, sandwiches, fresh fruit, ice cream, side dishes
Products: plastic plates, bowls, knives, forks, cups, napkins, garbage bags
Gift cards

Your valued donations will not only support the success of our event, but will help promote one
of the most beautiful landscapes in Chautauqua County that has been greatly unexplored by the
community. Monetary donations are always welcome, although any type of donation is strongly
appreciated. All monetary donations will be put towards event costs, and any leftover funds will
be used for maintenance of our trailways. For your convenience, we would be more than happy
to pick up any donated items before (enter donation deadline here).

To learn more about Chautauqua Rails-to-Trails and the re-grand opening event, please visit
www.chaurtt.org. To give you a better idea of our organization, Ive attached an informational
brochure and special event flier. Thank you for your consideration and best wishes from all of us
at CR2T.
Sincerely,
Robert Berke
President, Chautauqua Rails-to-Trails

Dr. Robert Berke

Chautauqua Rails-to-Trails
P.O. Box 151
Mayville, NY 14757

Date
Jennifer L Wilkins
Career Development Office
Gregory Hall
Fredonia, NY 14063

Dear Mrs. Wilkins,

Chautauqua Rails-to-Trails is a nonprofit organization located in Chautauqua County, N.Y., that
manages and maintains nearly 30 miles of abandoned rail corridors. I am writing to you because
I am interested in creating an internship position for CR2T.
The mission of CR2T is to acquire, develop and maintain multi-purpose recreational trails on or
near abandoned railroad corridors for public use. The reasons that the trails exist is to provide a
safe, relaxing place to observe and learn about nature, a safe place to obtain healthy outdoor
exercise, a destination for people from out of the area to come to in order to obtain the benefits
of the trails and in the process benefit the local economy and a place where people can commune
with the rich 150 year old railroad history of this county.
Ideally, I am interested in an intern that could manage social media, help plan special events,
produce promotional materials and be an ambassador for the organization on the Fredonia
campus. CR2T has board members that are dedicated to its success, but it is lacking the
knowledge and expertise student interns have to offer.
At your convenience, please let me know if you are able to help CR2T develop an internship
position and find qualified applicants. Thank you for taking the time out of your busy schedule to
consider my request, and I look forward to hearing from you.
Sincerely,

Dr. Robert Berke

President, Chautauqua Rails-to-Trails

Dr. Robert Berke

Chautauqua Rails-to-Trails
P.O. Box 151
Mayville, NY 14757

Date
Sarah Laurie
Environmental Health and Safety
Administrative Office Complex 113
Fredonia, NY 14063

Dear Ms. Laurie,

Chautauqua Rails-to-Trails is a nonprofit organization located in Chautauqua County, N.Y., that
manages and maintains nearly 30 miles of abandoned rail corridors. I am writing to you because
I am interested in establishing a relationship between CR2T and the Sustainability Committee at
SUNY Fredonia.
The mission of CR2T is to acquire, develop and maintain multi-purpose recreational trails on or
near abandoned railroad corridors for public use. The reasons that the trails exists is to provide a
safe, relaxing place to observe and learn about nature, a safe place to obtain healthy outdoor
exercise, a destination for people from out of the area to come to in order to obtain the benefits of
the trails and in the process benefit the local economy and a place where people can commune
with the rich 150 year old railroad history of this county.
The board members of CR2T would be interested in meeting with any available representatives
from the Sustainability Committee. Ideally, we are looking to learn more about what types of
programs work well for reaching out to a variety of audiences and hear about your past and
current initiatives. We believe that working together will create a mutually beneficial
relationship working to better Chautauqua County.
At your convenience, please let me know if you are able to help CR2T and speak with current
board members. Thank you for taking the time out of your busy schedule to consider my request,
and I look forward to hearing from you.
Sincerely,

Robert Berke
President, Chautauqua Rails-to-Trails

Dr. Robert Berke

Chautauqua Rails-to-Trails
P.O. Box 151
Mayville, NY 14757

Date
Fredonia Recreation and Outdoors Group
Williams Center G113
Fredonia, NY 14063

Dear current FROG president,

Chautauqua Rails-to-Trails is a non-profit organization located in Chautauqua County, N.Y., that
manages and maintains over 30 miles of abandoned rail corridors. I am writing to you because I
am interested in establishing a relationship between CR2T and Fredonia Recreation and
Outdoors Group.
The mission of CR2T is to acquire, develop and maintain multi-purpose recreational trails on or
near abandoned railroad corridors for public use. The reasons that the trails exists is to provide a
safe, relaxing place to observe and learn about nature, a safe place to obtain healthy outdoor
exercise, a destination for people from out of the area to come to in order to obtain the benefits of
the trails and in the process benefit the local economy and a place where people can commune
with the rich 150 year old railroad history of this county.
Representatives from CR2T spoke with the president, Justin Dickerson, during the spring 2014
semester, and he was very interested in working with the organization. One thing he specifically
mentioned was creating a trail cleanup event similar to Fall Sweep and the Beach Cleanup. This
would involve bringing student groups to various trails to rid the sites of any garbage and debris.
At your convenience, please let me know if you are able to build a relationship with CR2T and
collaborate with projects such as a trail cleanup event. Thank you for taking the time out of your
busy schedule to consider my request, and I look forward to hearing from you.
Sincerely,

Robert Berke
President, Chautauqua Rails-to-Trails

Dr. Robert Berke

Chautauqua Rails-to-Trails
P.O. Box 151
Mayville, NY 14757

Date
Joyce Smith
Volunteer and Community Services
Williams Center S227
Fredonia, NY 14063

Dear Ms. Smith,

Chautauqua Rails-to-Trails is a nonprofit organization located in Chautauqua County, N.Y., that
manages and maintains over 30 miles of abandoned rail corridors. I am writing to you because I
am interested in obtaining volunteers for CR2T.
The mission of CR2T is to acquire, develop and maintain multi-purpose recreational trails on or
near abandoned railroad corridors for public use. The reasons that the trails exists is to provide a
safe, relaxing place to observe and learn about nature, a safe place to obtain healthy outdoor
exercise, a destination for people from out of the area to come to in order to obtain the benefits of
the trails and in the process benefit the local economy and a place where people can commune
with the rich 150 year old railroad history of this county.
I am looking for any interested students, faculty or community members who are looking to help
out and obtain volunteer hours. A variety of services would be appreciated, such as trail cleanup,
special event help and spreading awareness of CR2T within Chautauqua County.
At your convenience, please let me know if you are able to help CR2T acquire interested
volunteers. Thank you for taking the time out of your busy schedule to consider my request, and
I look forward to hearing from you.
Sincerely,

Robert Berke
President, Chautauqua Rails-to-Trails

SOCIAL MEDIA EXAMPLES

TWITTER
Tweet Copy

Link/Media

Trails Tuesday: Do not go where the path may lead, go instead

where there is no path and leave a trail - Ralph Waldo
Emerson

Photo of trails

T-minus X days and counting until the Re-Grand Opening

event. What can we say, were excited!
Thinking about getting a good workout in? Check out the X
trail and get started today

Link to trail on TrailLink.com

Happy 4th of July! #TakeAHike on the Brocton trail, then

enjoy good old fashion fireworks and ice cream over the lake!

Photo of fireworks (Preferably

over Chautauqua Lake)

Spring is a wrap! Today is the first day of summer! Its the

best time to come out and enjoy the trails.

Photo of sunny trails

A shout out to some of our Re-Grand Opening event sponsors

@X, @X, @X...etc.
Trails Tuesday: I could never resist the call of the trail Buffalo Bill #TakeAHike

Photo of trailhead

Are you ready to jump back into summer? Check out some of
the things weve been up to

Link to CR2T website

Its exactly one month until winter, whos getting their

snowmobiles ready?

Photo of snowmobiles on trails

Heres a few reasons why riding a bike is so awesome:

Link to why bike riding is great

FACEBOOK

Facebook Copy

Link/Media

Happy Labor Day! Check out our labor of love

Photo of trailhead and link to

website

We have an exciting day in the works for our upcoming

Re-Grand Opening event. Tell us what youre most
excited for?

Photo promoting or link for ReGrand Opening event

The railroads have a rich history in Chautauqua, whats

your favorite memory in Chautauqua?
Do you like challenges? Check out our All The Way
Challenge!

Link to All The Way Challenege

Forget ghosts and goblins, we hope everyone has a safe

and happy halloween!

Photo of a jack-o-lantern

Do you love your dog? Did you know walking is good for
him and could improve his health? Check out a few
reasons why

Link to why go for walks is good

for dogs

Its that time of year again when everyone is stressing out

trying to spread some holiday cheer. Take a minute to
relax and enjoy a good trip on the snowmobile.

Photo of snowy trails

Heres a shout out to the Chautauqua Lake Snowmobile

Club for all their help with the trail maintenance. Thanks
guys!

Photo of CLSC members

maintaining the trails and/or link to
CLSC website

For the first time all season, the fall colors are coming out.
What do you think?

Photo of leaves changing colors on

trails

Help us protect the beautiful Chautauqua County

countryside. Leaving your trash makes a bigger impact
than you think. Check out this link:

Link to why leaving trash/littering

is bad for trails/environment

DISCOUNT CARD MOCKUP

Front:

OR:

BACK:

Dr. Robert Berke

Chautauqua Rails-to-Trails
P.O. Box 151
Mayville, NY 14757

Date
Name of manager
Local business name
Address
Address

Dear (name of manager or local business name here),

Chautauqua Rails-to-Trails is a nonprofit organization located in Chautauqua County, N.Y., that
manages and maintains nearly 30 miles of abandoned rail corridors. I am writing to your
business to ask for your support to sponsor CR2T. As a small nonprofit organization,
sponsorship from the surrounding community is greatly needed and valued.
CR2T is looking for local businesses to become part of a discount card program that will be used
as an incentive for the public to become members of the organization. CR2T is in need of
increased membership in order to continue to thrive and expand. Research has shown that a
partnership between recreational trails and local businesses is beneficial to both. The cards would
encourage people to become a CR2T member while also encouraging them to shop at your store
because of the agreed-upon discount offerings provided.
The mission of CR2T is to acquire, develop and maintain multi-purpose recreational trails on or
near abandoned railroad corridors for public use. The reasons that the trails exists is to provide a
safe, relaxing place to observe and learn about nature, a safe place to obtain healthy outdoor
exercise, a destination for people from out of the area to come to in order to obtain the benefits of
the trails and in the process benefit the local economy and a place where people can commune
with the rich 150 year old railroad history of this county. Your support can lead to increased
membership that will help us to preserve the beauty of Chautauqua County.
To learn more about CR2T, please visit www.chaurtt.org. Ive attached an informational
brochure to give you a better idea of our organization. Thank you for your consideration and best
wishes from all of us at CR2T.
Sincerely,
Robert Berke
President, Chautauqua Rails-to-Trails

BUMPER STICKERS

MEDIA CONTACT LIST

Name

Organization

Contact

John D'Agostino - publisher Observer

jdagostino@observertoday.com

Susan Chiappone

Buffalo News

writer302002@yahoo.com

Chautauqua Star

Chautauqua Star

news@maytumcompany.com

The Leader

The Leader

leader@fredonia.edu

Michael Bird - publisher

Post-Journal

editorial@post-journal.com

Rick Sayers

Erie-Times News

rick.sayers@timenews.com

Star News Daily

Star News Daily

news@star-mediagroup.com

WDOE Radio

WDOE Radio

news@wdoe1410.com

Terry Frank

WJTN Radio

terry@radiojamestown.com

WNYF-TV

WNYF-TV

wnyf@fredonia.edu

Fredonia Radio Systems

Fredonia Radio Systems

fredonia.news@gmail.com

The Campus Voice

Jamestown Community College 716-376-7509

BUSINESS CONTACT LIST

Food:
AJ Texas Hots
824 Foote Ave.
Jamestown, NY 14701
(716) 484-9646

Andriaccio's Restaurant
4837 W Lake Road
Mayville, NY 14757
(716) 753-5200

Arbys
346 Fluvanna Ave.
Jamestown, NY 14701
(716) 488-1620

Athenaeum Hotel
3 S Lake Drive
Chautauqua, NY 14722
(716) 357-4444

Azteca
3953 Vineyard Drive
Dunkirk, NY 14048
(716) 363-0300

Babalu Cafe
14 E 2nd St.
Jamestown, NY 14701
(716) 708-6077

Bemus Point Inn

4958 Main St.
Bemus Point, NY 14712
(716) 386-2221

The Big Dipper

950 Central Ave.
Dunkirk, NY 14048
(716) 366-0616

Boxcar Barneys
13 W Lake Road
Mayville, NY 14757
(716) 753-3778

Bridgeview One Stop

4910 Main St.
Bemus Point, NY 14712
(716) 386-3990

Brazills On Main
7 E Main St.
Westfield, New York 14787
(716) 326-2203

The Brick Room

49 W Main St.
Fredonia, NY 14063
(716) 672-5547

Burger King
937 Fair Mount Ave.
Jamestown, NY 14701
(716) 484-1532

Calarcos Italian Restaurant

15 Market St.
Westfield, NY 14787
(716) 326-3415

Cibo
100 E 3rd St.
Jamestown, NY 14701
(716) 338-0344

Cold Stone Creamery

277 East Fairmount Ave.
Lakewood, NY 14750
(716) 763-0655

Coppolas Pizzeria
20 Main St.
Bemus Point, NY 14712
(716) 567-4057

Demetris On The Lake

6 Lake Shore Drive
Dunkirk, NY 14048
(716) 366-4187

Forte
114 E 3rd St.
Jamestown, NY 14701
(716) 484-6063

Friendlys
10 S Main St.
Jamestown, NY 14701
(716) 483-0081

Guppys Restaurant
4663 New York 430
Bemus Point, NY 14712
(716) 386-4422

Hadley House
3328 Hadley Bay Road
Lakewood, NY 14750
(716) 763-1222

Hometown Wings Sports Grill

718 W 3rd St.
Jamestown, NY 14701
(716) 720-5033

House of Petillo
382 County Touring Route 32
Jamestown, NY 14701
(716) 664-7457

Jimmys Pizza
45 E Main St.

Johnnys Lunch
966 Fairmount Ave.

KFC
522 E 2nd St.

Westfield, NY 14787
(716) 326-7827

Jamestown, NY 14701
(716) 664-2881

Jamestown NY 14701
(716) 488-0074

Labyrinth Press Company

12 E 4th St.
Jamestown, NY 14701
(716) 708-2471

Larrys Cantina
11-13 N Portage St.
Westfield, NY 14787
(716) 326-2522

Lenas Pizza Parlor

902 E 2nd
Jamestown, NY 14701
(716) 484-0600

MacDuffs
315 Pine St.
Jamestown, NY 14701
(716) 664-9414

Olive's Restaurant & Bellini

Lounge
43 S Erie St.
Mayville, NY 14757
(716) 753-2331

Phil and Cindys Lunch

1391 E 2nd St.
Jamestown, NY 14701
(716) 665-5424

Pizza Wings & Things

36 W Main St.
Fredonia, NY 14063

Pizza Hut
995 Fairmount Ave.
Jamestown, NY 14701
(716) 484-8800

Portage Pies
42 N Portage St.
Westfield, NY 14787
(716) 232-4036

See-Zuhr House
14 Main St.
Bemus Point, NY 14712
(716) 386-2695

Stedman Creamery
3934 Chautauqua Stedman Road
Mayville, NY 14757
(716) 789-9717

Subway
707 Fairmount Ave.
Jamestown, NY 14701
(716) 483-1199

Taco Bell
270 E. Fairmont Ave.
Lakewood, NY 14750
(716) 763-1759

Taco Hut
203 E 3rd St.
Jamestown, NY 14701
(716) 488-0226

Tim Hortons
21 S Main St.
Jamestown, NY
(716) 484-6739

Toms Tavern
4739 Rt 430
Bemus Point, New York
14756
(716) 386-3229

Tuscany Fresh Meats and Deli

450 E Main Road
Fredonia, NY 14063
(716) 672-2222

Upper Crust Bakery & Soup

Co.
25 East Main St.
Fredonia, New York 14063
(716) 672-2253

Village Casino
1 Lakeside Drive
Bemus Point, NY 14712
(716) 386-2333

Watermark Restaurant
188 S Erie St.
Mayville, NY 14757
(716) 753-2900

Webb's Captain's Table

115 W Lake Road
Mayville, NY 14757
(716) 753-3960

West Main Diner

40 E Main St.
Westfield, NY 14787
(716) 326-4351

Ye Hare n Hounds Inn

64 Lakeside Drive
Bemus Point, NY 14712
(716) 386-2181

Activities & Entertainment:

Aldrichs Vineyard Falls
Miniature Golf
10136 RT 60
Fredonia, New York 14063
(716) 672-8888

Chautauqua Belle
78 Water St.
Mayville, NY
14757
(716) 269-2355

Chautauqua Institution
1 Ames Ave.
Chautauqua, NY 14722
(716) 357-6250

Dipson Theatres
6 W Fairmount Ave.
Lakewood, NY 14750
(716) 763-3536

Fredonia Opera
House
9 Church St.
Fredonia, NY
14063
(716) 679-1891

Lucky Lanes Bowling

10387 Bennett Road
Fredonia, NY 14063
(716) 673-1375

Merritt Estate Winery

2264 King Roas
Forestville, NY 14062
(888) 965-4800

21 Brix Winery
PO Box 44
Westfield, NY
14787
877-326-6561

We Wan Chu Boat Rentals

4438 West Lake Road, Mayville,
NY 14757
716-789-3383

Stores:
Olympia Sports
3959 Vineyard Drive
Dunkirk, NY 14048
(716) 366-2181

Petmor
3974 Vineyard Drive
Dunkirk, NY 14048
(716) 366-4366

Family Video
605 N Main St.
Jamestown, NY 14701
(716) 488-0058

Sugar Shack
7904 New York 5
Westfield, NY 14787
(716) 326-3351

Shoe Dept.
10413 Bennett Road
Fredonia, NY 14063
(716) 672-7463

Charlies BMX Track Inc.

4488 Dutch Hollow Road
Bemus Point, NY 14712
(716) 386-4269

The Blend
209 Pine St.
Jamestown, NY 14701
(716) 664-3023

Jamestown Cycle Shop

10 Harrison St.
Jamestown, NY 14701
(716) 664-4112

Hollyloft
600 Fairmount Ave.
Jamestown, NY 14701
(716) 483-2330

3 Seas Recreation
74 Water St.
Mayville, NY 14757
(716) 753-2628

Deans Snowmobile Parts & More

3085 Fluvanna Ave.
Jamestown, NY 14701
(716) 483-1257

Famous Footwear
318 E Fairmount Ave.
Lakewood, NY 14750
(716) 763-4228

Finish Line
318 E Fairmount Ave.
Lakewood, NY 14750
(716) 763-2103

Payless ShoeSource
318 E Fairmount Ave.
Lakewood, NY 14750
(716) 763-3345

Tonys Shoe Depot

1080 E 2nd St.
Jamestown, NY 14701
(716) 665-4637

Bed & Breakfasts:

Ariels Bed and
Breakfast
4351 West Lake Rd
Mayville, NY 14757
(440) 552-3280

Brickhouse Bed & Breakfast

7573 East Route 20
Westfield, NY 14787
(716) 326-6262

Brookside Manor
3728 Route 83,
Fredonia, NY 14063
(716) 672-7721

Candlelight Lodge
143 E Main St.
Westfield, NY 14787
(716) 326-2830

Englewood Guest House

Box 42
19 Roberts (Chautauqua
Institution),
Chautauqua, NY 14722
(716) 357-3300

Great Tree Inn

6642 East Lake Road (Route
430)
Mayville, NY 14757
(716) 753-7989

Hazen Manor
9582 Hazen Rd
Sherman, NY 14781
(716) 761-6814

Lakeside Bed & Breakfast

8223 Route 5
Westfield, NY 14787
(716) 326-3756

Lilly Pad Bed & Breakfast

4961 Ellery-Centralia Rd
Bemus Point, NY 14712
(716) 386-7675

Maple Springs Lake Side

Inn
4696 Chautauqua Ave.
Maple Springs, NY
14756
(716) 386-2500

My Blue Heaven Bed &

Breakfast
122 South Erie St.
Mayville, NY 14757
(716) 753-3955

Plumbush Bed & Breakfast

4541 Chautauqua Stedman Rd
Mayville, NY 1457
(716) 789-5309

Shermans Inn on Main

137 West Main St.
Sherman, NY 14781
(855) 453-6997

The Country House Bed &

Breakfast
4836 Hale Rd
Bemus Point, NY 14712
(716) 386-3182

The Oaks Bed & Breakfast

Hotel
1103 West Third St.
Jamestown, NY 14701
(716) 720-5267

White Inn
52 East Main St.
Fredonia, NY 14063
(716) 672-2103

Wind Rush Chautauqua

18 Simpson Ave.
Chautauqua, NY 14722
(716) 753-0599

Evaluation

EVALUATION
Upon completion of this campaign, it is important for CR2T to conduct an evaluation of the
objectives to determine its success. Different methods can be utilized to measure the
effectiveness of each strategy executed during the course of the campaign. It is crucial that CR2T
does not wait until the end of the campaign to begin evaluation. This information is valuable and
can be used to both alter the campaign and produce new effective campaigns in the future.
Subjects used in evaluation methods must be objective and reflect the key public. This means
participants must be people aged 18 to 40 years old in Chautauqua County. They may not be
members of the board, family members or close friends. Below are suggestions for evaluation
tools for each objective.
Objective one:
Awareness: To increase awareness of CR2T by 100 people in Chautauqua County between the
ages of 18 and 40 within six months of the campaign kickoff.
Evaluation Technique: To measure awareness, Footprints recommends returning to the
Chautauqua Mall two months from the start of the campaign and conducting a second awareness
poll. CR2T board members or volunteers should walk around areas of the mall and ask shoppers
if they have heard of CR2T and tally the results of yes, no or maybe. Using this evaluation
method is useful because it analyzes the same demographic and identifies the difference. At six
months from the start of the campaign, Footprints recommends conducting the same awareness
poll at the Chautauqua Mall in order to see the overall effect of the campaign. If awareness
increases, it shows that the campaign tactics are being effectively implemented.
NOTE: Make sure to contact the mall a couple of weeks in advance to request permission to
conduct the poll.
Objective two
Acceptance: To gain interest in CR2Ts mission by 40 people in Chautauqua County between the
ages of 18 and 40 within one year of the campaign kickoff.
Evaluation Technique: To measure the audience feedback, CR2T should keep a list of all of the
phone calls and emails requesting more information about the organization, website hits,
Facebook likes and Twitter followers. It is also recommended that CR2T records the number of
people between 18 and 40 years old who attend the re-grand opening event.
Objective three
Action: To increase the number of people in Chautauqua County between the ages of 18 and 40
who become members of CR2T by 15 new members within one year of the campaign kickoff.
Evaluation Technique: To measure audience participation, CR2T must identify the increase in
members who are Chautauqua County residents aged 18 to 40 years old from the start to the
conclusion of the campaign.

Appendix

Analysis of the Chautauqua Rails to Trails newsletter: Trackin

Introduction: inappropriate to begin your newsletter by saying that you are disappointed with the
color of the trails this will not make people want to come.
T-shirt: Front should have the full name, CRTT is not widely known.
Trail Managers report: Better to have no photo than a poor quality one.
Area with looking for email addresses to send newsletters to and looking for picture for front
page of trail guide need to be separated from the message and stand out. This is a great tool for
two-way communication, it needs to be read.
Info about trail events (December 24 and April 22) needs to stand out more.
Thank you page: great way to recognize donors.
Like our newsletter format?: great way for two-way communication.
Donation request: great response mechanism! Good for it to say yes. I want to
Need to fix some grammar issues.
Specifications:
-Black and white
-Some photos (not good quality)
-5 pages long
Includes:
-Address
-Website
-Logo
-Table of contents
-Issue date
-Introduction (from president)
-Story about hiking the whole trail and opportunity to get a t-shirt
-Story about the atmosphere of the trails
-Report from the trail manager
-Request for email addresses to send newsletter to
-Request for photos for trail guide
-Info about Earth Day and the remembrance of those who passed in the train wreck

PDF of Trackin

Student Survey Results

1.

2.

3.

4.

What is your academic standing?

a)
Freshman
1
b)
Sophomore
5
c)
Junior
7
d)
Senior
5
e)
Graduate student
2
f)
Other
0
What is your gender?
a)
Male
6
b)
Female
14
c)
Other
0
d)
Prefer not to say
0
Are you from Chautauqua County?
a)
Yes
2
b)
No
18
Have you ever heard of Chautauqua Rails-to-Trails?
a)
Yes
3
b)
No
17

If you answered Yes to question 4, please answer questions 5-8. If you answered No to
question 4, please continue to question 9.
5.

6.

7.

8.

9.

Have you ever used the trails?

a)
Yes
0
b)
No
3
If you answered yes, how regularly do you use the trails?
a)
Year-round
0
b)
Seasonally
0
c)
Occasionally
0
d)
Rarely
0
e)
Never
3
Are you a Chautauqua Rails-to-Trails member?
a)
Yes
0
b)
No
3
If not, would you consider making a small donation to become a member?
a)
Yes
0
b)
No
0
c)
Maybe
3
What outdoor activities do you enjoy?
a)
Hiking/walking
17
b)
Biking
15
c)
Bird watching
3
d)
Team sports
13
e)
Cross-country skiing/snowshoeing
5

f)
g)
h)
i)

Snowmobiling
4
Running/jogging
11
Horseback riding
5
Other:
2
Longboarding
Photography
10. Would you consider doing these activities on the trails if you do not already?
a)
Yes
17
b)
No
2
c)
Maybe
1
11. If you do use any recreational trails, what activities do you use them for?
Running and hiking
Walking
Hiking and walking
Dog walking
Photography and hiking
I do not currently use recreational trails
N/A
Walking and hiking
Hiking
To hike
Walking, biking, horseback riding
Running, hiking, and biking
Running and hiking
Do not use any trails
None
5 Blank/no response
12. Would you be interested in participating in community service events on the trails?
a)
Yes
10
b)
No
2
c)
Maybe
8
13. Do you have means of transportation to get to the trails? (Closest trailhead located in
Brocton, about 15 minutes away from campus)
a)
Yes
13
b)
No
5
c)
Maybe
2
d)
I live within walking distance
0

Board Meeting Notes - 4/7/14

Board: Bob - Pres., Wendy - archivist, Robert - rep. for Brocton, Jim - Trail
manager/secretary, M.J. - treasurer, Brie (works for Health Dept.), Anna, Kerry (both not there)
Discussed:
Account total currently - $7,189.19
A meeting for another organization called Rails with Trails - proposed trail from Cummins to the
town of Busti. Railway asking for 20% sponsorship from town. town doesnt have it. CR2T in
2003 had looked into doing feasibility study for the same area but got turned down. Now a new
guy at railway that is for it. Bike club is pushing for it. - A lot of members
M.J. Letters being sent out to members for renewal - slow coming back - will send out reminder
letters - 3 back that totalled $240
Total donations between 1/1-3/31 = $800
Jim
Working on putting together interpretive signs thatll last a long time - they have an art dept that
they work with
County executive needs to be made aware of any events planned
Lest Johnson
Used to be pres. - will be running Earth day hike on the 19th. 10am Titus rd
haragan? - web page
All the way challenge - tshirts - really wanting to push this
Brie works with the fb page - Jim wanting more updates
April 15th - 2 articles coming in for newsletter
Tom Simmons - birder
Katy Smith - autobaun
Tried to apply for grant to fix culvert but wasnt allowed
Brie
Went to an event on fundraising

Donations from pay-pall = 1 from 2 years ago

Best way - have donation page embedded in the website and on every page - update thank you
methods
Websites that help - flat rate - 6.9% of donation
Have a webmaster - can ask to help with that
Crowdfunding - like kickstarter
publishing e-newsletter - embedded in email
60% of members have given email
Jim Asked pro bono lawyer about deeds - trying to make sure the deeds are good
Got an iMac
Dragon Boat races - planning for next year - need to set up committee - village, hospital etc
Ithaca - closest venue holding one - July 12?
Nashville, Tenn. - company that can help with parts of the event
$500/boat
22 paddlers - couple $100/person = $1000 each boat
64 teams
2 day event
Short races - 250-300 yrds
Make money on the pledges
Need support from community to make it a huge event
Ads in Toronto, Cleveland, Buffalo, Rochester etc
Hotels and local sponsorship
Bed & Breakfasts in the area are not organized
Rowing team - Jamestown Rowing Club
Chautauqua Lake Association

Board Meeting Treasurers Doc

Focus Group
Sustainability Committee, March 11, 2014:
MEMBERS PRESENT (seven):
Sarah Laurie environmental specialist
Mike Jabot - faculty, education dept
Angie Astry - revenue accountant
Mark Delcamp custodial
Kevin Cloos - facilities services
Bill Brown - faculty, biology
David Kinkela - faculty, history
*All living in Chautauqua County
AWARENESS
Each member at the meeting had heard of the trails before, but not specifically CR2T. They
knew close to nothing about the organization.
They knew about the trails because they all live in Chautauqua County
The ones who knew of the organization knew because of working with the Chautauqua
Leadership Network, rode horses, trails in their backyard, etc.
Because of the low awareness in the community, getting people to become members is a
challenge.
GREENWAY PATH (NYS Econ. Development support it):
Chamber of Commerce
Celebrates/builds on natural beauty of Chautauqua County
CRT is a valuable partner, very under utilized
Way to get name awareness
INCENTIVE TO BECOME A MEMBER
Some form of benefit. Water bottle?
Knowledge of where the money is going. How it is being used to benefit the community or
environment.
Discount card - like for basketball - that offers special discounts for places around Chautauqua
County. This gives mutual advertising benefits and discount offers can change each year.
o Winery
o Olympia
o Fast food restaurants
o Chautauqua Bell
o Ice cream shops
o Etc.

IDEAS TO SPREAD AWARENESS

Beach cleanup
Contests where people can win something
50/50 tickets
Something like Roll up the Rim
Bed and breakfast deal
Make it more obvious where the trails are/go
Plan day trips to end different places
Pair with local businesses, ex. wineries
Partner with ice cream shop in Mayville (Barneys)
-Develop QR code to advertise
-Barneys could change their ads/promos
COLLEGE STUDENTS
Use social media
Draw the appreciation: reconnect
Active in community: do a lot of community service
Students are very active in beach clean-up Christina Garvis beach clean-up had over 100
people in the spring
SOCIAL MEDIA
Consistent messaging
Organize content to post in advance/future
Walks through Trails
Tell bigger story of R2T
Ask questions
Keep up engagement
WHAT EVENTS THEY WOULD BE INTERESTED IN PARTICIPATING IN
Charity walk
Bike tour
Marathon
5K
Triathlon
Non-competitive races (trails arent big enough)
Beach clean up
Sherman Trail - wetlands, watch animals, water foil, beavers
Greenway Plan: national mountain bike association - gave talk on trail maintenance
PROBLEMS
No circular route, always have to turn back around

 Road routes could also work

Paving
Not easy to find trails or know where they lead unless live around them
Mostly focused on history of railroad
IDEAS TO IMPROVE THE TRAIL
Paving will only work for a specific audience
Cheap options will not work - not good for runners/bikers.
Layers of limestone is best option but expensive.
WE NEED TO PICK AN AUDIENCE TO FOCUS ON
Highlight interesting features of each segment (Waterfowl/Habitat changing)
Snowmobile QR codes on trail
o Nature lovers dont want to walk on pavement.
o We cant please all of them
PAVING
Every street in Mayville is zoned for snowmobiles because didnt want to limit money/traffic
coming in
Paving takes away from nature aspect
Cheaper gravel makes it a lot worse, would prefer if didnt have paving
& paving is just too weird for them & too messy

Focus Group
FROG, March 11, 2014
MEMBERS PRESENT
President of the campus-run organization, Justin P Dickerson
ABOUT FROG
Began in 2010
About 50 active members
They serve as an outlet for outdoor recreation rather than substance filled activities.
Hold co-sponsored events with other groups.
o Strides for Sarah event
o Balls for Balls - dodgeball tournament to support cancer research
o Tea on the lawn - crocket with tea
AWARENESS OF CR2T
None, at all
Significant because their group is all about safe outdoor recreation and activities.
INCENTIVE TO BECOME A MEMBER
Its for a good cause
Intrinsic value - you feel good about paying for the cause
Some benefit would be a substantial incentive to become a member
Include a plaque with names to be placed somewhere on trails
Water bottles
T-shirts
IDEAS TO SPREAD AWARENESS
Trail crew to get service hours
Trail pickup - community service
Charity run
Email lists, even if not members (keep people updated with events)
Picnic
Some sort of walk
Spring sweep - Spring cleanup
Activities night
Get more advertising out there - specifically to the college
Connect with campus**

Kevin Civiletto
Grace Gerass
Flynn Grehlinger
Jessica Johnston
Jennifer Phillips