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Meetings Tourism: Goals, Strategy, Objectives <br />Goa ls <br />Ellensbu rg will seek to: <br />1) lncrease Ellensburg's reputation as a centrally-located, affordable and fun place for meetings. <br />2l Grow the number of small- and moderate-sized (2O0-person or less) professional, business and <br />group meetings and conferences held in Ellensburg. <br />Strategy <br />Ellensburg meetings tourism requires dedicated staff time and close collaboration with local meeting <br />venues. Because the work is similar, one person may be tasked with outreach for both meetings and sports <br />tourism depending on the booking goals set in each area. lt will be essentialfor an advisory committee of <br />localvenuestodevelopthebookinggoalsfortheprogramand auniversalapproachforleadsharingand <br />follow up, <br />The meetings sales staff member will reach out to meeting planners, connect them to local facilities and to <br />provide follow up to ensure a positive experience. A number of marketing tools will be deployed to support <br />the outreach effort, including a significant enhancement of the website and adding listings to online venue <br />search tools. An e-newsletterwill be used to share more information and build connections with these <br />prospects. <br />Measurable Objectives <br />The following measurable abjectives should be reviewed and revised yearly to adlust for rnarket conditions, <br />funding, staffing and other variables, <br />2A2O Plannlng year, Measure succesr by 1l fundlng staff 2) creating advisory group and 3f determlning <br />booking goals and a lead sharing and follow up approach. <br />2o2t Add <br />content/ <br />establish <br />page <br />visitor <br />baseline <br />2022 10% <br />inrrease <br />over 2020 <br />2023 $% <br />increase <br />over 2021 <br />2024 tS?4 <br />increase <br />over 2022 <br />Create contact list of <br />250 prospects <br />Meet with 1&12 new <br />leads a quarter <br />I Grow contact llst by <br />100 prpspectsr Meet with x0-x2 new <br />leads a querter <br />. Grow contact list by <br />100 prospectsr Meet with 10-12 new <br />leads a quarter <br />r Grow contaet llst by <br />100 prospects. Meet wlth 10-12 new <br />leads a quarter <br />Establish <br />baseline of # <br />of proposals <br />Determine <br />202L goal <br />r Grow number <br />of proposals <br />submltted by <br />5% <br />Establish <br />baseline of <br />non-local <br />meetlngs <br />Determine <br />2021 goal <br />r Grow bookings <br />by 5% <br />Grow bookings <br />by5% <br />6row bookings <br />by 10% <br />III <br />t <br />a <br />r None <br />r Establish <br />basellne <br />Grow <br />clicks by <br />10% <br />Grow <br />cllck by <br />t59d <br />r Grow number <br />of proposals <br />by5% <br />Grow number <br />of proposals <br />by LOYo <br />City of Ellensburg <br />Five-Year'Iourisnr Strategic Plan <br />Year Website Sales Leads Proposals Bookings <br />2019 48