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SNOHOMISH <br /> COUNTY <br /> W c rii . <br /> (7---.--- <br /> /rtt p ,nt urdtPltil •`- <br /> TOURISM DEVELOPMENT <br /> Goals: Develop, implement and administer marketing programs and strategies designed to <br /> create a greater awareness of Everett as a visitor destination. The focus will be on improving <br /> destination travel to include shoulder and off-season periods and expanding the Canadian <br /> market. An important part of our efforts will be to involve the private sector and various <br /> community, arts, athletic, heritage, and cultural organizations in tourism marketing programs. <br /> To accomplish these goals, the Tourism Bureau will undertake the following activities in 2010: <br /> 1. Advertising: Create a print and online advertising campaign and place media buys in <br /> strategic consumer related travel and tourism publications targeting potential visitors. <br /> Edit all materials for state publications and ensure proper representation for Everett. <br /> a. Sunset <br /> b. Snohomish County visitors guide <br /> c. Vancouver BC Visitor Guide ad placement <br /> d. Various co-op opportunities with county communities as they arise to include <br /> BCAA Westworld and Vancouver Magazine <br /> e. Online co-op keyword/SEO campaigns with county <br /> 2. Online Visibility: <br /> a. Website: continue efforts to implement and maintain a tourism web presence on <br /> the City of Everett website in conjunction with the Cultural Arts department: <br /> i. Create outline for main and subpages, interactive features, calendar, etc. <br /> ii. Implement search engine optimization campaigns to increase visibility in <br /> keyword searches <br /> iii. In cooperation with city departments, contract designer to implement all <br /> changes. <br /> b. Social media: research and implement social media strategies: <br /> i. Implement social media pages for Everett tourism (Facebook, Twitter, <br /> blog, etc.) <br /> ii. Hire contract social media expert to saturate Everett social media sites <br /> with Everett events information, and to contribute to non-Everett sites <br /> that comment on Everett tourist activities and attractions <br /> 3. Response Piece/collateral: Produce an appropriate number of copies of various <br /> tourism-related materials, for example: <br /> a. Dining and shopping guides, updated as needed and distributed to Everett <br /> lodging and other local attractions <br /> b. Annual issue of calendar of events, print and online versions <br /> c. Postcard mailer to reader service lists and other appropriate opt-in email lists as <br /> city web design allows <br /> d. Topical brochures <br /> i. Public Art—partner with city Arts and Culture department for hard-copy <br /> and online brochure as city staff resources permit <br /> ii. Heritage Tours—partner with city planning department, historical <br /> commission, and heritage organizations for hard-copy and online <br /> brochure as city staff resources permit <br /> e. Produce updated 2011 Everett Visitor Guide, print and online versions <br /> Snohomish County Tourism Bureau 2 <br /> 2011 Everett Tourism Marketing and Visitor Services Plan <br />