blank- LT-SS-2020-003-Ellensburg-Downtown Parks

Home Browse Search

6. Le isu re Tou rism : 2020 Tactics tr. Visitor Centerr ar,d Signagc, ccnlinued d) Make the downtown visitor center a festive anchor for downtown giveaways, street performers, seasonal window displays, food trucks and other visitor enrichment, e) lmprove signage by replacing street banners with larger, more visible banners. 0 Proceed with the wayfinding sign plan adoption as soon as possible. 5" Visitor Researeh a) Survey 2,500 new visitors (emails captured within the past 2 years). lt's important to ask visitors over time what brought them to Ellensburg, what they liked about their experience and what could be improved. This visitor experience can be measured every other year and a trend established to help the DMO and community understand what's working and what needs to be improved, The first year's survey would establish a baseline. Socia! Media a) Continue to build and implement editorial plan for allsocial platforms with renewed emphasis on lnstagram, lnstagram is a key source of travel inspiration and the preferred media for travel influencers, which have become some of the most important travel writers of today. To be a competitive destination, Ellensburg needs to strengthen this part of its social media program while continuing to grow followers on its other social platforms. b) Contin,ue to boost social media posts. Continue a strong cadence of posting and boosting posts on social media. The editorial calendar and posts should be crafted to support Ellensburg's new distinct position. c) Develop lnfluencer Campaign. ldentify top travel social media influencers and invite them to corne to Ellensburg to cover one (or more) story angles that fit their profile, Cover their expenses (may include room comps) and have a contract in place as to what is expected of the influencer. lt can be a self-guided tour on their part, but we recommend kicking it offwith a hosted meal with the town travel expert, Cross promote resulting posts on Ellensburg social media channels. 8. Publicity a) Develop 2-3 story angles leveraged from the social media influencer campaign and share them with traditional travel writers, 'b) Create a media "poker hand" by identifying your top five medaa targets for the year. Adve*isirq a) Conduct programmatic digital campaign of at least L2 weeks with four, three-week flights to run over the course of the late winter to early summer using new video creative. b) Google display and retargeting campaign using new/refreshed creative, Seek to stretch the budget to run late winter to early summer (6 months). c) Facebook advertising campaign to run late winter to early summer. d) Advertising will be expensive in this election year. Streaming video or cable W may not be a cost-effective choice until after the 2020 election. {.iiy of t-llenrburg tive-'/ear Tourism Strategi€ Plan 7 :019 30