Okaloosa County BOCC — July 7, 2015 — FY16 SMP - compressed — reading text

70  Publisher Partners • Increased spend with LinkedIn, taking communication beyond text ads • On-site display banner advertising • Sponsored updates, a means of delivering relevant content to target audiences 71 Meetings/Conventions: Media Plan 72  It’s a Relationship Business • Media is valuable – though, more and more, it’s about cultivating and nurturing leads • Industry-specific awareness media • Meeting Professional providers – inclusive of lead-generating programs • B2B digital platforms • Lead generation tactics • Keyword Search • Cvent • LinkedIn & Facebook • Visit Florida meetings/events home page • Email marketing with Visit Florida and industry publishers 73 When You Can’t Be There Rely on the next best thing… • Video marketing – there’s no better storyteller • All opportunities referenced have advertising video potential 74 Publisher Partners 75 Publisher Partners Lead Generation Partners 76 Leisure & Co-Op: Media Rollup 77  Leisure Media Rollup Vendor Impressions Campaign Support Dollars Spring, Summer, Fall, Official VF Visitor’s Guide 600,000 $15,956 Snowbirds Spring, Summer, Fall, Life’s A Beach 500,000 $9,925 Snowbirds Interfuse Media: Newspaper Inserts, Digital & Lead 17,000,000 Spring, Summer $50,000 Generation National Geographic 1,960,000 Spring, Summer, Fall $108,000 Traveler The Local Palate 460,000 Spring, Summer, Fall $20,535 Spring, Summer, Audubon Magazine 827,160 $24,100 Christmas Play Florida: Golf 425,000 Spring, Summer, Fall $13,600 Coastal Angler TBD Spring, Fall $6,000 National TV: Network Cable, 42,000,000 Spring, Summer, Fall $351,026 AT&T U-Verse Bill Dance TV 8,475,000 Spring, Summer, Fall $55,000 Destination Network/Beach Spring, Summer, Fall, 11,176,470 $38,000 TV Snowbird 78  Leisure Media Rollup Vendor Impressions Campaign Support Dollars Satellite Radio 23,316,000 Spring, Fall, Christmas $38,250 Spring, Summer, Fall, NPR Radio 2,500,000 $25,000 Christmas, Snowbird Toronto Life 89,082 Snowbird $10,300 Crossings 150,000 Snowbird $4,500 Dreamscapes 212,000 Snowbird $6,940 International Travel Spring, Summer, Fall, 74,925 $4,775 Guide Snowbirds Lamar 3,425,144 Spring $17,000 Spring, Summer, Fall, TripAdvisor 3,100,000 $65,000 Christmas Centro 21,000,000 Spring, Fall, Snowbird $90,000 Spring, Summer, Fall, Yahoo! 57,000,000 $135,000 Christmas, Snowbird 79  Leisure Media Rollup Vendor Impressions Campaign Support Dollars Spring, Summer, Fall, Interfuse Media 20,000,000 $50,000 Snowbird Google Search, Bing N/A (68,000 Spring, Summer, Fall, $170,000 Search and YouTube clicks) Christmas, Snowbird N/A (25,657 Spring, Summer, Fall, Facebook $19,500 clicks) Christmas, Snowbird N/A (37,500 SAY Media Spring, Fall, Snowbird $50,000 clicks) YuMe 5,000,000 Spring, Fall, Snowbird $50,000 Google YouTube N/A Spring, Summer, Fall, $35,000 TrueView/Hulu (3,181clicks) Christmas Spring, Summer, Fall, Discover America TBD $10,000 Snowbird Boomer Aviation TBD Fall, Christmas $13,500 Spring, Summer, Fall, Ad serving fee estimate $13,000 Christmas, Snowbird TOTAL: $1,499,907 80  Co-Op Media Rollup Vendor Impressions Campaign TDT Dollars Partner Total Media Support Contrib. Cost Spring, Coastal 1,407,969 Summer, $69,000 $3,000 $72,000 Living Christmas Garden & Spring, 2,261,000 $75,640 $3,000 $78,640 Gun Summer, Fall Coastal 400,000 Spring $8,500 $1,500 $10,000 Living Digital Southern 625,000 Fall $38,000 $2,000 $40,000 Living Digital Spring, Escape to the Summer, 250,000 $1,600 $2,000 $3,600 Southeast Fall, Snowbirds Interfuse Media: Spring, 2,000,000 $8,500 $1,500 $10,000 Atlanta Summer, Fall Heavy Up Note: TDT and Partner costs for each opportunity are subject to change if actual partner participation varies from estimated partner participation. 81  Co-Op Media Rollup Vendor Impressions Campaign TDT Partner Total Media Support Dollars Contrib. Cost Interfuse Media: 2,000,000 Snowbirds $8,500 $1,500 $10,000 Snowbirds Martha Spring, Stewart 96,746 $11,000 $1,500 $12,500 Summer Weddings DCMilitary Spring, 300,000 $8,000 $2,000 $10,000 Life Summer, Fall Spring, SportEvents 39,000 $4,000 $2,000 $6,000 Summer, Fall TOTAL: $232,740 $20,000 $252,740 Note: TDT and Partner costs for each opportunity are subject to change if actual partner participation varies from estimated partner participation. 82 Groups: Media Rollup 83  Groups Media Rollup Vendor Impressions Dollars The Knot 450,000 $8,500 Southern Bride 140,000 $5,900 Southern Weddings 1,000,000 $8,875 Birmingham Bridal Directory 72,000 $3,000 New Orleans Bride 211,400 $3,800 Sports Destination 18,500 $7,300 Sports Planning Guide 50,400 $1,295 SportsEvents 30,000 $3,000 SportsTravel 30,000 $5,370 84  Groups Media Rollup Vendor Impressions Dollars GSAE 32,000 $2,000 FSAE 40,000 $4,800 ACAE 425 $900 Group Travel Leader 30,000 $3,500 Group Travel Directory, Reunion Market 182,400 $2,290 Military Reunions 75,000 $1,800 Friendly Reunion Network TBD $999 Red Hot Celebrations 30,500 $1,245 American Bus Association 186,000 $6,000 85  Groups Media Rollup Vendor Impressions Dollars Florida Motorcoach 40,000 $850 Alabama Motorcoach 550 $1,850 Religious Travel Directory 48,000 $2,290 Going On Faith 60,000 $3,600 Small Market Meetings 45,000 $3,600 LinkedIn N/A (1,417 clicks) $5,668 Ad Serving Fees $2,000 TOTAL: $90,432 86 Meetings/Conventions: Media Rollup 87  Meetings/Conventions Media Rollup Vendor Impressions Dollars Plan Your Meetings 168,000 $5,000 Collinson Media 374,500 $38,618 Christian Meetings & Conventions 3,600 $1,200 Association Google/Bing-Yahoo! Search N/A (3,900 clicks) $10,000 Cvent N/A $11,225 LinkedIn N/A (3,738 clicks) $14,953 Visit Florida 156,000 $8,700 Ad Serving Fees $2,000 $91,696 88 Chicago