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1. <br />Leisure Touris m: ZO20 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. tf ;'triaiuralty tnue-peioen/is-chosen, for example,feature the things that_show an independeni spirit-craft breweries,local artisans, places that convey u ,"ir" ol'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 eiitecl and r.prrpor*J. inuword game would be retired. <br />I A new video commercial will be needed. {May require additional investment,} <br />r 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 tiurary a.i 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 URLthat'smore easilysearche.d, such as Ellensburg.com orvisitEllensburg.comThe URL should not be dependent on the advertising talinu o; a'n-y positioning statement sothat won't have to change through the years. A camiaiin randing page is more appropriatefor unique URLs. <br />2. <br />t+- <br />c) <br />h) <br />olb/ <br />d) <br />e) <br />f) <br />create content as needed to support the new position. (For exampre, 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.recognize this process would take time, but the aJvantage to iriuerers of having on. ,itufor information would be significan_t, The sivings of just oneiit.i" rpu.t- and support versustwo also would be financialry beneficialto the aity and county in the]ong-run. <br />Add Google events and Facebook pixelto the backend of the website for tracking andFacebook targeting <br />Retire the existing Ellensburg App. Mobile websites are better information sites than appsunless there is a concern for.losing connectivity. Resurrect the site if there is a better way 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 locationpossibly by using ayardflag/banner. rlv rvLqrrvr', <br />b) work to make brick and mortar visitor information centers more welcoming. lmproveambiance, visitor comfort {consider space, chairs, restrooms, caniylar, etc.). <br />c) Add digitat inforrnation kiosk to downtown visitor information center to provide informationwhen the site is not staffed. <br />City of Ellensburg <br />Five-Yea;- Tor.:rism Strategic plan <br />2{}1"9 <br />29