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6. <br />Leisu re Tou ris m: 2020 Tactics <br />4. Visitor Centers and Signage, continued <br />d) Make the downtown visitor center a festive anchor for downtown giveaways, street <br />performers, seasonal window displays, food trucks and other visitor enrichment. <br />e) lmprove signage by replacing street banners with larger, more visible banners. <br />f) Proceed with the wayfinding sign plan adoption as soon as possible. <br />5. Visitor Research <br />a) Survey 2,500 new visitors {emails captured within the past 2 years). lt's important to ask <br />visitors over time what brought them to Ellensburg, what they liked about their experience and <br />what could be improved. This visitor experience can be measured every other year and a trend <br />established to help the DMO and community understand what's working and what needs to be <br />improved. The first year's survey would establish a baseline. <br />SocialMedia <br />a) Continue to build and implement editorial plan for all social platforms with renewed emphasis <br />nnlnct:orrm lnct2pl26isakevqnttrrFnftlavpl insniratinnandthenrefeffedmediafOftfaVelvrr rrrJrubr ...* T. -' <br />influencers, which have become some of the most important travel writers of today, To be a <br />competitive destination, Ellensburg needs to strengthen this part of its social media program <br />while continuing to grow followers on its other social platforms. <br />b) Continue to boost social media posts. Continue a strong cadence of posting and boosting posts <br />on social media. The editorialcalendar and posts should be crafted to support Ellensburg's new <br />distinct position. <br />c) Develop lnfluencer Campaign, ldentify top travel social media influencers and invite them to <br />come to Ellensburg to cover one (or more) story angles that fit their profile. Cover their <br />expenses {may include room comps} and have a contract in place as to what is expected of the <br />influencer, lt can be a self-guided tour on their part, but we recommend kicking it off with a <br />hosted meal with the town travel expert. Cross promote resulting posts on Ellensburg social <br />media channels. <br />Publicity <br />a) Develop 2-3 story angles leveraged from the social media influencer campaign attd share thent <br />with traditional travel writers. <br />b) Create a media "poker hand" by identifying your top five media targets for the year. <br />Advertising <br />a) Conduct programmatic digital carnpaign of at least 1"2 weeks with four, three-week flights to <br />run over the course of the late winter to early summer using new video creative. <br />b) Google display and retargeting campaign using new/refreshed creative, Seek to stretch the <br />budget to run late winter to early summer {6 months}. <br />c) Facebook advertising campaign to run late winter to early summer, <br />d) Advertising will be expensive in this election year, Streaming video or cable W may not be a <br />cost-effective choice until after the 2020 election. <br />7 <br />8 <br />Ciiy cf $lenlburg <br />F;'.'c-Yeai Te'Jrism Strategic PIen20r.9 30