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Leisu re Tou rism : 2022Tactics <br />'J.. Refresh Creative <br />a) Creative {ads of any kind) should be reviewed each year and major creative, such as videos, <br />should generally be refreshed every two to three years. (May require additional investment.) <br />2. Website Development <br />a) Continue normal website maintenance. Ensure there is content to support any partnership <br />work (see below). <br />b) Update campaign landing pages to track results. <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) Use visitor experience survey information to guide improvements to visitor centers. <br />4, Survey Visitors <br />a) Survey 2,500 new visitors (emails captured within the past 2 years). Ask the same questions as <br />in the 2020 survey and compare results. <br />5. Social Media <br />a) Re-evaluate social media program to find new opportunities and validate existing approaches. <br />It's important to continually review and refresh the social media plan. <br />b) Continue to build and implement editorialand boosting plan for best performing platforms. <br />c) Continue to host influencer campaigns if results continue to be strong. <br />d) Host up to five social media takeovers with industry partners to reach new audiences. <br />6. Publicity <br />a) Leverage the story angles developed for the influencer campaigns and share them with <br />traditionaltravelwriters, Continue pitching stories to your "poker hand" of media targets. <br />7. Advertising <br />a) Evaluate advertising program and adjust. Refresh creative. <br />b) Likely continue programmatic digitalvideo, streaming video or cable TV. <br />c) Likely continue Google display and retargeting campaign. <br />d) Likely continue Facebook advertising. <br />e) Likely continue Google Search ads for leisure tourism as well as sports tourism <br />f) Experiencewa.comadvertising. <br />8. 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 online <br />sites should be added to the tutorial. <br />City of Eilensburg10/31/2019 Five-year Tor,rrism strategic Plan 34