Please Note: Because the National Scenic Byways Program is no longer funded, FHWA is no longer soliciting grant applications. Without funding for the Program, FHWA will not be moving forward with another round of designations of America's Byways® at this time.
Development and implementation of a scenic byway marketing program, 23 U.S.C. 162 (c)
National Scenic Byways Program funds may be used to develop and implement marketing programs for:
Marketing programs and information must reflect the entire National Scenic Byway, All-American Road, State or Indian tribe designated byway, and be directly related to the byway and the byway's intrinsic qualities that support the byway's designation.
National Scenic Byways Program funds may not be used for the ongoing administrative or operating expenses of a byway marketing program (e.g., general staffing or administration, website hosting and maintenance, toll free number maintenance, sponsoring annual promotional events or festivals, fulfillment of individual information requests, etc.).The Federal Highway Administration encourages cooperative marketing initiatives for multiple byways within a State or Tribal system, a multi-state or multi-tribal system, or a market niche.
The proposed amount of byway funds should be proportionate to the proposed marketing project's benefits for byway travelers. We expect an applicant advancing a project benefiting the general public to propose a larger share of non-byways funds.
A byway marketing program includes initiatives and activities that support the overall marketing strategy such as developing and implementing a byway marketing plan, marketing and public relations activities, development of collateral materials, and identification and development of cooperative advertising, partnerships and/or sponsorships.
A byway marketing plan is a detailed, written account and timetable of the objectives and methods to be used to achieve marketing goals. A marketing plan could include research, branding a byway, and/or marketing strategies (e.g., advertising, trade shows, expos and conferences, public relations, media relations, promotions, electronic marketing, and traveler's tools).
When submitting an application for the development of a marketing plan, applicants should include the following:
When requesting funds to implement a specific component of a marketing plan, applicants should:
Byway funds may be used for byway marketing training, including meeting materials, meeting facilities, equipment expenses, and speaker expenses directly related to training.
Byway funds may be used for trade show registration costs; development, purchase or rental of an exhibit booth; and trade show booth expenses (e.g., furnishings, posters and materials). Byways funds may be used for both domestic and international marketing activities.
All completed products should acknowledge the funding sources used to accomplish the work. See http://www.fhwa.dot.gov/hep/scenic_byways/logo and click on the America's Byways Graphic Standards Manual for attribution guidelines, and, where appropriate, the use of the America's Byways® logo.
A website should provide a link to the America's Byways® website for travelers or the National Scenic Byways Program Community Website http://www.fhwa.dot.gov/hep/scenic_byways/, as appropriate. Websites developed using Federal funding should meet accessibility requirements under Section 508 of the Rehabilitation Act of 1973, as amended, 29 U.S.C. § 794 (d). See http://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-section-508-standards/.
Expenses associated with distribution of promotional materials and media packets are limited to shipping costs for mass mailings.
Certain activities are not eligible for byways funds such as:
When considering how best to organize an eligible project proposal in the Marketing Program category, we expect the applicant to consider and respond to the following questions:
Below are some tips to the applicant when preparing a complete application for a project in the Marketing Program category.
MARKETING PROGRAM: Reviewers can determine eligibility only when the application demonstrates there is a clear relationship between the proposed project and the byway traveler experience. Respond to the questions posed in item ten of the Practices section - in the Narrative Section of the application.
MAPS: Provide a map that locates the individual byway within the State or on Indian lands including the beginning and end points of the byway or, in the case of a Statewide or a regional proposal, a map showing the byways covered by the marketing proposal (If possible, please include the addresses/intersections and GPS coordinates for the end points of the byway(s) such that the byway(s) can be located using basic mapping software.)
SUPPORT DOCUMENTATION OR MATERIALS: Use the Attachments Section of the application to include: