Laserfiche WebLink
Leisu re lou rism : 2022 Tactics <br />L. Refresh ereative <br />a) Creative {ads of any kind) should be reviewed each year and major creative, such as videos, <br />should generally be refreshed every two to three years. {lvlay require additional investmerit.} <br />2- Website Development <br />a) Continue normal website maintenance. Ensure there is content to support any partnership <br />work (see below). <br />b) Update campaign landing pages to track results. <br />3. Vlsitor Centers and Signage <br />a) Refresh street banners. <br />b) Take mobile visitor centerto at least three regional events outside of Ellensburg. <br />c) Use visitor experience survey information to guide improvenents to visitor centers. <br />4" Survey Visitors <br />a) Survey 2,500 new visitors {emails captured within the past 2 yearri. Ask the same questions as <br />in the 2020 survey and conrpare results. <br />5. Social Media <br />a) Re-evaluate social ntedia prograrn to find new opportunities and validate existing approaches, <br />It'$ important to continually review and refresh the social media plan. <br />b) Continue to build and implenrent editorialand boosting plan for best performing platforms. <br />c) Continue to host irtfluencer carnpaigns if results continue to be strong, <br />d) Host up to five social media takeovers with industry partners to reach new audiences. <br />6. Publicity <br />a) Leverage the story angles developed for the influencer campaigns and share them with <br />traditionaltravelwriters. Continue pitching stories to Vour "pok€r hand" of media targets. <br />7. Advertising <br />a) Evaluate advertising program and adjust. Refresh creative. <br />b) Likely continue programmatlc digitat vldeo, strearning video or cable TV, <br />c) Likely continue Google display and retargeting campaign. <br />d) Likely continue Facebook advertising. <br />e) Likely continue Google Search ads for leisure tourisrn as well as sporls tourism <br />f) Experiencewa.comadvertising. <br />8, Online Teurism Sites <br />a) Review and enhance Ellensburg's online travel profiles. <br />b) Hold a Trip Advisor and Expedia tutorialfor local businesses/experiences. See if new online <br />siles should be added to the tutorial.Laft\l2als ,,..r_.t:?;llji11ll&0,n" 34