Norfolk group nears completion of marketing piece

By Lindsey Pizzica Rotolo
While Norfolk has long been averse to promoting itself by any means other than word of mouth, a major marketing tool is currently in the works.

A detailed map of all Norfolk has to offer will be in print before Memorial Day. As map committee member Pete Anderson explained, “Norfolk is a place that doesn’t advertise itself. It’s not showy, but we need to showcase the people who live here. The map is meant to be an invitation to all…to come, and to make you want to stay.”

While such a map has been discussed for years, it took downtown business owner Bella Erder to set the plan in motion. In hopes of capitalizing on foot traffic generated by the weekly farmers markets, Erder and the market committee brainstormed and came up with the “Business Friends of the Market” idea, where market attendees who purchase the “Friends” pin receive discounts at Norfolk’s retail establishments. Erder wondered whether the market customers would be more inclined to stay and explore other offerings in the town if they were also given detailed maps.

A map committee was soon formed, comprised of Erder and Anderson, as well as Richard Byrne, Hans Carlson, Sue Frisch and James Nelson. The committee quickly received $250 from the Farmers Market, $500 from the Economic Development Commission, $2,000 from the Coalition for Sound Growth and an anonymous $2,000 donation, leaving just another $250 needed to cover the map creation costs. The committee is now focused on raising another $5,000 to $10,000 to print and distribute the map in time for the summer season.

Unlike Miles of Smiles or Chamber of Commerce-produced maps, there will be no advertisements on the Norfolk map. The front side of the map will be a four-color, detailed geographic account of the town, with all places of interest highlighted—everything from churches to stores to trailheads. The back side of the map will have photos and a narrative description of the town including most of the highlighted locations on the front. The major categories will be: cultural, historical, recreational, commercial, services and natural landmarks. “What we have planned is a thorough document that will serve as an all-encompassing resource for explaining the town,” Anderson said.

Norfolk resident Bruce Hanke has been hired to design the brochure, and he is currently working with an illustrator to determine map color choices. The map artist is Bart Arnold. The committee welcomes feedback and suggestions from the community as they close in on their mid-February design deadline. Contact suefrisch@mindspring.com with your ideas.

Berkshire Brochures and Maps will handle the distribution component this summer. The print run and saturation level are yet to be determined. The third phase of the map project, an electronic version with hotspots, will require an additional fundraising effort.

The town has set up an account to pay for the map. Tax deductible donations can be made to “Town of Norfolk Map Fund” and sent to Town Hall, PO Box 552, or dropped off in the selectmen’s office.

Map art by Bart Arnold, copyright 2014 Lebanon Valley Heritage Center: a portion of the New Lebanon, N.Y. map from the brochure that inspired the Norfolk project.