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1. <br />Le isu re Tou ris m: 2020 Tactics <br />Ellensbr-lrg Position and Creative <br />a) Adopt a new, more distinctive positioning statement and strengthen messaging to focus <br />consistently on experiences that underscore that position. lf "Nlturally tndepeident,, is <br />chosen, for example, feature the things that show an independent spiiit-craft breweries, <br />local artisans, places that convey a sense of freedom. <br />b) Refresh creative. With a new, more distinctive position, Ellensburg will be able to present a <br />more focused image with new creative. Some creative could be edited and repurposed. Theword game would be retired. <br />r A new video commercial will be needed. (May require additional investment.) <br />' Specific campaigns can be developed to reach the audiences described earlier. <br />c) Enhance video and photo assets to support position. Review Ellensburg's video and photo <br />assets in light of the new positioning statement. Add to library as needed for new creative. <br />Website and Ellensburg App <br />a) Refresh the look to match new positioning and creative. <br />b) Adopt a new URL that's more easily searched, such as Ellensburg.com or VisitEllensburg.com <br />The URL should not be dependent on the advertising tagline or any positioning statement sothat won't have to change through the years. A campaign landing page is mori appropriate <br />for unique URLs. <br />c) Create content as ne-eded to support the new position. (For example, under dining options, <br />do not list fast food first.) <br />2 <br />d) <br />e) <br />f) <br />h) <br />Add content in "Plan" that provides travel ideas for staying a day, a weekend or a week. <br />Ensure there is content to support any partnership work (see below). <br />Discuss consolidation of Kittitas County and Ellensburg travel websites with key stakeholders. <br />We re-cognize this process would take time, but the advantage to travelers of having one sitefor information would be significant. The savings of just onu-rit" to update and supfiort u.*u, <br />two also would be financially beneficialto the city and county in the long-run. <br />Add Google events and Facebook pixel to the backend of the website for tracking and <br />Facebook targeting <br />Retire the existing Ellensblrg App. Mobile websites are better information sites than apps <br />unless there is a concern_ for losing connectivity. Resurrect the site if there is a better *,iV to"game-ify" the visit to Ellensburg. <br />Visitor Centers and Signage (May require additional investment.) <br />a) Continue current visitor information centers but make them more visible. Add significant signto downtown visitor center. lmprove visitor center sign at Chamber of CommercE location, <br />possibly by using a yard flag/banner. <br />b) Work to make brick and mortarvisitor information centers more welcoming. lmprove <br />ambiance, visitor comfort {consider space} chairs, restrooms, candyiar, etcl}. <br />c) Add digital information kiosk to downtown visitor information center to provide information <br />when the site is not staffed. <br />Ciiy of Ellensburg <br />Fi,re-Yeai' Tourism Strategic Flan <br />c) <br />4. <br />2019 29