• Tourism Rebrand The rebrand should reflect Franklin County’s unique character and appeal to both outdoor enthusiasts and those seeking an authentic, rustic experience in the Adirondacks. The brand must include: • Brand Messaging & Statement: Develop clear and compelling messaging that communicates the essence of Franklin County’s appeal. • Storytelling Integration: Craft a narrative-driven brand identity that weaves authentic local stories, experiences, and traditions in the County’s Tourism appeal. • Logo Design: Create a versatile, modern logo that reflects the County’s character and resonates across platforms (web, print, signage, etc.) • Typography & Color Palettes: A consistent set of typography and colors that aligns with the County’s culture, outdoor recreation, and natural resources. • Comprehensive Brand Guide: Develop a detailed guide that includes: • Visual Guidelines: Clear instructions on logo usage, color schemes, typography, and visual consistency. • Storytelling Framework: Guidance on how to incorporate storytelling across platforms, focusing on narratives that highlight outdoor adventures, cultural heritage, and personal experiences. • Voice and Tone: Define the brand’s voice (e.g., friendly, adventurous, inclusive) and tone (e.g., conversational, inspiring) to maintain consistency in all communications. Social Media Content Strategy: Examples of how to craft engaging posts, including “do this, not that” scenarios for storytelling, imagery, and language. • Do This: Share real visitor stories or behind-the-scenes insights from local businesses to foster connection. • Not That: Avoid generic, overly polished content that lacks authenticity or local relevance. Content Calendar Framework: Provide templates or examples for scheduling seasonal campaigns and evergreen content. • Website Design and Development The new website should be a powerful marketing tool for Franklin County tourism. The website will need to: o User-Friendly Design: A visually appealing and easy-to-navigate layout. o SEO-Optimized: Built with SEO best practices to ensure compatibility with search engines and attract targeted traffic. o Non-Proprietary Backend: Ensure the website is built on a platform that is easy to manage and maintain, with no proprietary restrictions (e.g., WebFlow (preferred), WordPress, Drupal, etc.). o Search Functionality: A robust, easy-to-use search feature for visitors to find specific attractions, trails, events, etc. o Social Media Integration: Seamlessly integrate with social media platforms (Facebook, Instagram, etc.) for user-generated content (UGC) sharing. o Interactive Trail Maps: Incorporate interactive maps that showcase local trails, parks, and other attractions with features such as geolocation, filters, and route information. o Itinerary-Building Tools: Include a feature that allows visitors to create personalized travel itineraries based on their interests, combining activities, accommodations, and dining options. o Content Management System (CMS): Allow local partners and stakeholders to easily update event listings, trails, and other information. o Mobile Responsiveness: The website must be fully optimized for mobile devices, with a responsive design to ensure the best experience for all users. o Compliance and Accessibility: Ensure the site complies with WCAG (Web Content Accessibility Guidelines) to provide accessibility for all users. o Security Maintenance: Include provisions for regular security updates, patches, and ongoing technical support
