Industry
Nonprofit, Heritage & Tourism
Our Role
- Stakeholder-Informed Strategic Planning
- Board & Partner Engagement Sessions
- Organizational Assessment (Governance, Operations, Fundraising)
- Strategic Initiative & Performance Metric Development
- Federal Policy Positioning & Branding Strategy
- Implementation Roadmap Design
Situation
The September 11th National Memorial Trail Alliance had achieved significant grassroots success in developing a 1,300-mile multi-use trail linking the three national 9/11 memorials—New York City, Arlington, and Somerset. Yet with rapid growth came complexity. The organization needed a cohesive strategy to coordinate trail development across jurisdictions, formalize operations and governance, and elevate its national profile. The Hill Group was engaged to create a comprehensive strategic plan to guide the next phase of growth and impact.
Solution
The Hill Group led a planning process rooted in remembrance, resilience, and pragmatic execution:
- Facilitated stakeholder interviews and strategic planning workshops
- Engaged board and partners to align priorities and define roles
- Identified operational gaps and developed governance best practices
- Defined strategic initiatives across trail development, advocacy, outreach, and funding
- Created measurable performance goals and tracking tools
- Delivered a 3-year actionable strategic plan and implementation roadmap
Results
- Adopted a strategic plan focused on Trail Implementation, Marketing & Communications, Governance, and Fundraising
- Strengthened board governance structures and clarified responsibilities
- Developed public policy priorities and partner engagement strategies
- Positioned the organization to secure federal recognition for the trail
- Created a national branding, outreach, and financial sustainability strategy
- Equipped the Alliance to scale its operations while honoring its mission
Behind the Scenes
This plan transformed momentum into structure. The Hill Group helped the Trail Alliance articulate a vision that honors the past while building for the future. The result is a more resilient, visible, and mission-aligned organization—one that ensures the September 11th National Memorial Trail stands as a lasting tribute to remembrance, unity, and exploration.