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Leisu re Tourism : Objectives <br />Measurable Objectives <br />The foilowing clrjectives should be reviewed and revised yearly to adjust for marl<et conditions, <br />furtding, staffing and otlrer variables. <br />2020 <br />2027 <br />2022 <br />2023 <br />2024 <br />15% over <br />2019 baseline <br />in rnonths of <br />May, Iuly and <br />Sept. <br />15% increase <br />over 2019 <br />baseline for <br />-Reach <br />-Engagement <br />-Followers <br />Track <br />appropriate <br />analytics for <br />platform and <br />establish <br />baseline: <br />-lmpressions <br />-CIR/# Clicks <br />-CPC or CPM <br />-Completion <br />rate (of video <br />or audio) <br />Goal based <br />on budget <br />growth. At <br />least 10% <br />increase over <br />2420 <br />5% increase <br />over202l <br />10% increase <br />over 2022 <br />5% increase <br />over 2023 <br />Conduct <br />baseline <br />survey. Set <br />goals for <br />"recommend <br />to a friend" <br />No survey <br />2% increase <br />over 2020 <br />No survey <br />2% increase <br />over 2O22 <br />Grow hotel <br />bookings as <br />measured by <br />an increase in <br />occupancy <br />rates on the <br />sTR Report <br />6oal:2% <br />increase over <br />20t9 <br />Goal:3% <br />increase <br />over 2020 <br />Goal:l% <br />increase <br />Qver 2O2l <br />Goal:3% <br />increase <br />Over 2022 <br />Goal:3% <br />increase <br />Over 2023 <br />Establish <br />baseline and <br />goals for <br />retail using <br />Dean Runvan <br />or equivalent <br />report.* <br />TBD% <br />increase over <br />2020. <br />18D% <br />increase over <br />202L. <br />TBD% <br />increase over <br />2022. <br />TgD% <br />increase over <br />20?3. <br />L0% increase <br />over 2020. <br />5% increase <br />over 2021 <br />10% increase <br />over 2022 <br />5% increase <br />over 2023 <br />10% increase <br />over 2020 <br />10% increase <br />over 2A2l <br />L0% increase <br />over 2022 <br />10% increase <br />over 2023 <br />City of fllerr:burg <br />tive-Year Tourism Siiaiegic Plan <br />Year Website Social <br />Media <br />Digltal <br />Advertising <br />Visltor <br />Survey <br />Bookings Sales <br />2rt19 26