PATH Foundation

Challenge

The PATH Foundation has developed more than 160 miles of trail throughout Georgia and has become a nationally recognized model for trail-building success. The organization approached Trio to help drive brand awareness to the public in celebration of their 20th anniversary.

Goals

• create updated and dynamic website
• create user-friendly mobile trail maps for web and smart phones
• drive brand awareness through ongoing public relations campaign
• create email and e-newsletter campaign
• provide marketing assistance for fundraising events

Solution

Trio devised a comprehensive solution to support all aspects of PATH Foundation's marketing goals. As part of our interactive strategy, Trio developed the new PATH website as a media center for all things PATH. Site users are able to learn about PATH Foundation and the trails, shop the PATH store and see upcoming events. The site includes news and articles, up-to-the-minute trail reports and Google trail maps. The online trail maps are key components of the new website. Using the Google API, PATH trails are mapped out precisely and feature places of interest, parking areas, restrooms, bridges and picnic areas. Users can even use GPS on their mobile devices to find out exactly where they are on the trail, as well as report any problems.

Once the website was in place, Trio focused on PATH's social media strategy. By connecting with trail users in a personal, direct way, PATH is able to increase brand recognition with local communities who are already using the PATH trails. On Flickr, trail users can submit their own photos of the trail, and if chosen, they might be featured in the next PATH newsletter! Advice and the latest Atlanta trail happenings are featured on Facebook, and users can connect with one another on Twitter and Foursquare. By utilizing social media, PATH is helping people come together in the Atlanta community.

Trio has also engaged more traditional avenues for PATH Foundation's public relations strategy. By combining press releases, networking and event coverage, PATH Foundation has been featured in a number of notable Georgia publications online and in print.

Trio has also assisted the PATH Foundation in developing the first Atlanta in-town, USAT sanctioned TriPATHlon!

Results

PATH Foundation's website traffic immediately increased by 244 percent. A record all time high in visitors occurred the second week after launch, and since then has reached record highs several times over. All of PATH's social media accounts are steadily gaining in followers and individual membership levels have risen. PATH Foundation has also seen an overall increase in their amount of press coverage. All indicators are pointing to a successful capital campaign and increased community support for future PATH projects.