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Leisu re Tourism : Objectives <br />Measurable Objectives <br />The following objectives should be reviewed and revised yearly to adjust for market conditions, <br />funding, staffing and other variables.g <br />2020 t5% over <br />2019 baseline <br />in months of <br />2027 10% increase <br />over 2020. <br />2022 5% increase <br />^, .^- tnt 4uvtl 4v4l <br />2023 10% increase <br />over 2022 <br />2024 5% increase <br />over 2023 <br />15% increase <br />over 2019 <br />baseline for <br />10% increase <br />over 2020 <br />10% increase <br />^..^- 1n't4uvtr 4u4t <br />10% increase <br />over 2022 <br />10% increase <br />over 2023 <br />Track <br />appropriate <br />analytics for <br />platform and <br />establish <br />baseline: <br />-lmpressions <br />-CTR/# Clicks <br />-CPC oT CPM <br />-Completion <br />rate (of video <br />or audio) <br />Goal based <br />on budget <br />growth. At <br />least 10% <br />increase over <br />2020 <br />5% increase <br />over 2021 <br />10% increase <br />over 2022 <br />5% increase <br />over 2023 <br />Conduct <br />baseline <br />survey. Set <br />goals for <br />"recommend <br />to a friend" <br />No survey <br />2% increase <br />over 2020 <br />No survey <br />2% increase <br />over 2022 <br />Grow hotel <br />bookings as <br />measured by <br />an increase in <br />occupancy <br />rates on the <br />STR Report <br />Goal:.2o/o <br />increase over <br />2019 <br />Goal:3% <br />increase <br />over 2020 <br />Goal:3% <br />increase <br />Over 2021 <br />Goal:3% <br />increase <br />Over 2O22 <br />Goal:3% <br />increase <br />Over 2023 <br />Establish <br />baseline and <br />goals for <br />retail using <br />Dean Runvan <br />or equivalent <br />report.* <br />TBD% <br />increase over <br />2020. <br />TBD% <br />increase over <br />202L. <br />TBD% <br />increase over <br />2022. <br />TBD% <br />, rncrease over <br />2023. <br />May, July and I -Reach <br />Sept. -Engagement <br />-Followers <br />City of Ellensbrlrg <br />Five-Year Tourism Strategic Plan <br />Digital <br />Advertising <br />Bookings <br />20L9 76