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I <br />Leisure Touris m: ZOZ0 Tactics <br />Ellensburg Position and Creative <br />a) Adopt a new, more distinctive positioning statement and strengthen messaging to focusconsistently on experiences that underscore that position. it;;u?uratty inue"p"io*n/ischosen, for example, feature the things that_show an independent spirit*araft breweries,local artisans, places that convey u ,"ir" o{ freedom. <br />b) Refresh creative' with a new, more distinctive position, Ellensburg will be able to present amore focused image with new creative. Some creative could be eJited and r.puipooa. i1'.word game would be retired. <br />I A new video commercialwill be needed. {}lay require additional investment.} <br />I 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 photoassets in light of the new positioning statement, Add to library as needed for new creative. <br />\ilebsite and Fllensburg 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.comThe URL should not be dependent on the advertising trgri." <br />"iin*y <br />positioning statement sothat won't have to change through the years. R campai!'n landing page is more appropriatefor unique URLs. - " r- o" <br />c) create content as ne-eded to support the new position. (For example, under dining options,do not list fast food first.) <br />Add content in "plan" that provides traver ideas for staying a day, aweekend 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.we.re-cognize this process would take iime, but the alvantagu to i.iu"rutr of having one sitefor information would be significanl, rhe savlngs of lust oneiit. t" rpcrt. and support versustwo also would be financially beneficiarto the bity and county in the rong-run. <br />Add Google events and Facebook pixel to the backend of the website for tracking andFacebook targeting <br />2. <br />d) <br />e) <br />f) <br />c) <br />4. <br />h) Retire the existing Ellensb!rg App. Mobile websites are better information sites than appsunless there is a concern for losing connectivity. Resurrect the site irtlreie is a L"tt"i, iJv t""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 locationpossibly by using a yardflag/banner. , <br />b) work to make brick and mortar visitor information centers more welcoming. lmproveambiance, visitor comfort {consider space, chairs, restrooms, caniy jar, etc.y. <br />c) Add digital information kiosk to downtown visitor information center to provide informationwhen the site is not staffed. <br />City urf Ellensburg <br />Five-Y:a;' Toi:rism Strategic plan <br />2$19 <br />29