Bayway Flows to S&J

Smith & Jones has been retained by the Long Island South Shore Estuary Reserve Bayway to develop a new brand identity for the longest continuous estuary on the Atlantic coast. The consultancy is part of a team that includes Dodson Associates of Ashfield, MA and River Street Planning and Development (RSD&A) of Troy who collectively, will develop a strategic marketing plan for the Bayway, which stretches from the Nassau/Queens border to the middle of the town of Southampton. The estuary provides the basis for the water-related economic and recreational activities that have evolved from boat building and the harvesting of oysters, hard clams and salt hay to recreational boating, sport fishing, waterborne transportation and tourism.

“Smith & Jones is honored to be part of the team that has been chosen by the Long Island South Shore Estuary Reserve Bayway to develop a brand platform that unifies the many entities that comprise the Bayway,” said Mark Shipley, chief thinker for Smith & Jones. “Maritime centers, parks, cultural and historical sites, museums, natural areas and waterfronts will all be connected by road corridors and trails. We are looking forward to creating a visual identity that will speak to the individuality of each of these areas, yet at the same time, ties them all together in an engaging and memorable format.”

The Bayway’s marketing plan will include recommending a framework for interpretation, promotion and public and private stewardship of the organization’s network of recognized destinations and connectors. It will also entail developing a strategy linking identified Bayway locations with interpretive programs and exhibits and partnered capital projects to improve appropriate public access, enjoyment and recognition of the reserve as a maritime region.

Initially the team will conduct extensive market research to gain insight that will help Smith & Jones identify the strategic and creative direction for the Bayway brand. This information will be used to develop the overall brand identity, which will be implemented throughout the organization, including signage, marketing materials, an interactive website which will link all of the communities within the Bayway. The consultancy will also identify key locations for signage/exhibits, identify local and regional media for advertising initiatives and source organizational partners.

The Bayway program was established in response to implementation recommendations contained in the Long Island South Shore Estuary Reserve Comprehensive Management Plan. The Bayway is an expanding network of destinations and intermodal transportation routes identified within the Reserve and formally recognized by the South Shore Estuary Council.