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Leisu re Tou rism : Goa ls, Strategy <br />Goals <br />Ellensburg will seek to: <br />1) lncrease number of potential visitors exposed to Ellensburg's tourism message <br />2) lmprove visitor experiences with wayfinding and visitor center support <br />3) lncrease hotel bookings and other key indicators of destination marketing impact on tourism- <br />related business <br />Strategy <br />Tourism marketing leads the visitor through the path of dreaming, planning, booking, experiencing and <br />then sharing with others through social media and word-of-mouth. Ellensburg's curient iourism <br />marketing program uses most available tools. Taking it to the next level is a matter of strengthening and <br />refining. <br />Above all, Ellensburg needs stronger positioning that sets it apart from competing destinations. The <br />current approach offers something for everyone which isn't memorable. A position - your best face <br />forward * helps potential visitors form immediate impressions, makes advertising creative crisper and <br />attracts targeted visitors. Through the strategic planning work, several possible positioning statements <br />have been identified in this plan. A complete branding effort would be beneficial. <br />Other key priorities for the program over the next five years are to: <br />' lmprove digital content and visitor experience on owned channels (web and social media) <br />' Make sure others share your story: social influencers, online travel sites, state travel site <br />r Strengthen advertising by focusing on audiences most likelyto visit and A/B test creative to <br />continually improve the approach <br />' Expand key community partnerships to reach specific audiences or celebrate major events. <br />Work plan tactics follow and are more fully outlined in years L-3, with the understanding that market <br />changes, visitor feedback and other factors will influence the evolution of the plan in yeals 4-5. <br />City of Ellensburg <br />Five-Year Tourisrn Strategic Plan <br />SocialMedia <br />Publicity <br />Advertising Survey <br />Website <br />vlc <br />Onsite <br />Visitor social media <br />Visitor <br />E-newsletter <br />Partners <br />Online Tourism Sites <br />VIC Offsite lnformation <br />Partnerships <br />2019