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1 <br />Le is ure Tou rism : 2AZ4 Tactics <br />Refresh Creative <br />a) Review and consider major refresh of creative based on changes in Ellensburg and the tourismmarketplace. Because the website was redesigned in 2023, th"ere are likely design and message <br />changes that should be ernbraced. {May require additionaiinvestment) <br />Website Development <br />a) With a new website in 2023, Year 5 will be spent refining the site and making improvements. <br />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) Evaluate need for both brick and mortarVlCs based on past surveys and visitortrends. <br />Survey Visitors <br />ai 2,500 new visitors (emails captured within the past 2 years). Ask the same questions as in the2020 survey and compare results. <br />SocialMedia <br />a) Re-evaluate social media program to find new opportunities and validate existing approaches,Are there new opportunities with new or changing platforms? <br />b) Continue to build and implement editorial and boosting plan for best performing channels. <br />c) Host influencer campaigns if results continue to be good. <br />d) Host social media takeovers with industry partners. <br />Publicity <br />a) Leverage the story angles deveroped for the influencer campaigns. <br />b) Add to "poker hand" of media targets. <br />c) Continue e-newsletter of story ideas to travel writers. <br />Advertising <br />a) Evaluate advertising program and adjust. Refresh creative. <br />b) Buclget and buy media early because of the political campaign year. <br />Online Tourism Sites <br />a) Review and enhance Ellensburg,s online travel profiles. <br />b) Hold a Trip Advisor and Expedia tutorialfor local businesseslexperiences. see if new sites shouldbe added to the tutorial. <br />City of Ellensbu13 <br />Fi'/e-Y€at Toutisi'r-t 5traiegir_- plan <br />1 <br />)J <br />3 <br />A <br />5 <br />6. <br />7 <br />2Q19 <br />JJ