LT-SS-2020-003 - Laserfiche WebLink

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1. Le isu re Tou ris m : 2024 Tactics 2. Illensbrrrg Fasltion anql Creative a) Aelopt a newr more distinctive positioning staternent and strengthen messaging to focus consistently on experiences that underscore that position. l{ "Naturally lndependent" is chssen, for example, feature the things that show an independent spirit-craft breweries, local artisans, places that convey a sense of freedsm. b) Refresh creative. With a new, more distinctive position, Ellensburg will be able to present a more focused image with new creative. Sonre creative could be edited and repurposed. The word game would be retirecl. . A new video commercial will be needed. {May require additional investment.) . Specific campaigns can be developed to reach the audiences described earlier. ci Enlrance video and photo assets to support position. Review Ellensburg's video and photo assets in light of the new positioning statement^ Add to library as needed for new creative. Webshe and Ellensburg App al Refresh the look to match new positioning and creative. b) Adopt a new URL that's more easily searched, such as Ellensburg.com or VisitEllensburg.com. The URL should not be dependent on the advertising tagline or any positioning statement so that won't have to change through the years. A campaign landing page is more appropriate for unique URLs. c) Create content as needed to support the new position. {For exarnple, under dining options, do not list fast food first.) d) Add cantent in "Plan" that provides travel ideas for staying a day, a weekend or a week. e) Ensure there is content to support any partnership work {see below}. f) Oiscuss consolidation of Kittitas County and Ellensburg $avelwebsites with key slakeholders, We recognize this process would take time, but the advantage to travelers of having one site for information would be significaat, The savings of just one site tn update and support versus two also would be financially beneficial to the City and County in the long-run. C) Add Google events and Facebook pixel to the backend of the website for tracking and Facebook targeting h) Retire the existing Ellensburg App. MobilE websites are better information sites than apps unless there is a csncern for losing connectivity. Resurrect the site if there is a better way to "game-ify" the visit to Ellensburg. Visitor Centers and Signage {May require additional i*vestment.} al Continue current visitor information centers but make them more visible. Add significant sign to downtown visitor center. lmprove visitor center sign at Chamber of Commerce location, possibly by using a yard flaglbanner. b) Work to make brick and mortar visitor information centers more welcoming. lmprove ambiance, visitor comfort {consider space, chairs, restrgoms, candy jar, etc.}. c) Add digital information kiosk to downtown visitor infornration center to provide information when the site is not staffed. fi City ol Ellensburg Firre-Year Touri:m Strategic Plan20i9 29