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Le isu re Tou rism : 2024 Tactics <br />1. Refresh Creative <br />a) Review and consider major refresh of creative based on changes in Ellensburg and the tourism <br />rnarketplace. Because the website was redesigned in 2023, tlrere are likely dJsign and message <br />changes that should be embraced. (May require additionalinvestment) <br />2. Website Development <br />a) With a new website in 2A23, Year 5 will be spent refining the site and making improvements. <br />3. Visitor Centers and Signage <br />a) Refresh street banners. <br />b) Take mobile visitor center to at least three regional events outside of Ellensburg. <br />c) Evaluate need for both brick and mortar VlCs based on past surveys and visitor trends. <br />3. Survey Visitors <br />a) 2,500 new visitors (emails captured within the past 2 years). Ask the same questions as in the <br />2020 survey and compare results, <br />4. SocialMedia <br />a) Re-evaluate social media program to find new opportunities and validate existing approaches. <br />Are there new opportunities with new or changing platforms? <br />b) Continue to build and implement editorialand boosting plan for best performing channels. <br />c) Host influencer campaigns if results continue to be good. <br />d) Host social media takeovers with industry partners. <br />5. Publicity <br />a) Leverage the story angles developed for the influencer campaigns. <br />b) Add to "poker hand" of media targets. <br />c) Continue e-newsletter of story ideas to travel writers. <br />6, Advertising <br />a) Evaluate advertising program and adjust. Refresh creative. <br />b) Budget and buy media early because of the political campaign year. <br />7. Online Tourism 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 sites should <br />be added to the tutorial. <br />City of Ellensburg <br />Five-Year Tourisrn Strategic Plan <br />2019 37