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I <br />Le isu re Tou rism : 2024 Tactics <br />Ellensb*rg Positian and Creative <br />a) Adopt a new, more distinctive positioning statement ancl strengthen messaging to focus <br />consistently on experiences that underscore that position. lf "Naturally lndependent" is <br />chosen, for example, feature the things that show an independent spirit-craft breweries, <br />local artisans, places that convey a sense offreedom. <br />b) Refresh creative. With a new, more distinctive position, Ellensburg will be able to present a <br />more focused image with new creative" Some creative could be edited and repurposed. The <br />word game would be retired. <br />* A new video commercialwill be needed. {May require additional investment.} <br />. Specific campaigns can be cleveloped to reach the audiences described earlier. <br />c] Enhance video and photo assets to support position. Review Ellensburg's video and photo <br />assets in light of the new positioning statement. Add to library as needed for new creative. <br />Website and Ellensburg App <br />aI Refresh the look to match new positioning and creative. <br />b) Adcpt a new URL that's more easily searcheel, such as Ellensburg.corn or Visittllensburg.com. <br />, The URL should not be dependent on the advertising tagline or any positioning statement so <br />that won't have to change through the years. A campaign landing page is more appropriate <br />for unique URLs, <br />c) Create content as needed to support the new position. {For example, under dining options, <br />do not list fast food first.) <br />d) Add content in "Plan" that provides travel ideas for staying a day, a weekend or a week. <br />e) Ensure there is content to support any partnership work (see below). <br />f) Discuss consolidation of Kittitas County and Ellensburg travelwebsites with key stakeholders. <br />We recognize this process would take time, but the advantage tp travelers of having one site <br />for information would be significant, Tlre savings of just one site to updale and support versus <br />two also would be financially beneficialto the City and County in the long-run. <br />C) Add Google events and Facebook pixel to the backend of the website for tracking and <br />Facebook targeting <br />h) Retire the existing €llcnsburg App. Mobile websites are better information sites than apps <br />unless there is a concern for losing connectivity. Resurrect the site if there is a better way to <br />"garne-lfy" the visit to Ellensburg. <br />V'rsitnr Ce*ters and Signage {May require additional investment"} <br />a) Continue current visitor information eenters but make them more visible. Add significant sign <br />to downtown visitor center. lmprove visitor center sign at Charnber of Commerce location, <br />possibly by using a yarcl flag/banner. <br />b) Work to make brick and mortar visitor information centers more welcoming. lmprove <br />ambiance, visitor comfort (consider space, chairs, restrooms, candy jar, etc.). <br />c) Add digital information kiosk to downtown visitor infornration center to provide information <br />when the site is not staffed. <br />City of €ilensburg <br />Fi\/e-Year Tcurism Strategic Pian <br />2. <br />+ <br />20i9 la