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

Takeover: Media Rollup 89  Chicago Takeover Media Rollup Vendor Impressions Dollars NCM Media Networks: Movie Theaters 6,293,286 $250,000 Titan: Transit 22,788,328 $259,000 Production n/a $25,000 TOTAL: $534,000 90 Gulf-to-Table: Media Rollup 91  Gulf to Table Media Rollup Vendor Impressions Dollars Phase II - TBD TBD $83,470 TOTAL: $83,470 Phase I of the Gulf-to-Table initiative used BP funds to develop: • Video, digital, blog and social content • Campaign landing page • Photoshoot • Digital and printed fishing guide Phase II of the Gulf-to-Table initiatives uses TDT funds to provide media support. Once appropriate media support has been identified, specific details will be presented to TDC & BCC for consideration and approval. 92 Marketing to Assist in Airline Recruitment: Media Rollup 93  Marketing to Assist in Airline Recruitment Media Rollup Vendor Impressions Dollars TBD (2nd penny contribution) TBD $393,787 TBD (3rd penny contribution) TBD $106,213 TOTAL: $500,000 Once appropriate marketing support has been identified, specific details will be presented to TDC & BCC for consideration and approval. 94 Measuring Success 95 Measuring Success Performance will be measured by: Ongoing Performance: • Unique visits to the website • Social media performance • Bed tax revenue • Visitation • Visitor spending Campaign Performance: • Tracking and reporting online metrics (impressions, clicks, click rate, etc.) 96 Marketing Plan Budget 97  Marketing Plan Budget Activity Dollars Promotional Items & Collateral $141,000 Local Event Promotional Activities $5,000 Trade Show Fees $59,225 Advertising Agency (Base Services & Travel) $465,000 Advertising Agency (Media Planning & Purchasing) $100,000 Website Development & Maintenance $82,068 Public Relations (e.g. Familiarization Tours, Road Shows) $95,000 Media Campaign (Fall/Winter, Christmas, Snowbird, Spring/Summer, Non- $2,322,010 Seasonal/Niche) Media Campaign (Groups, Meetings/Conventions) $210,235 Campaign Production $200,000 Local Event Marketing Funding Applications $169,850 Advertising (e.g. Welcome Center & Publication Listings) $11,480 Marketing to Assist in Airline Recruitment $500,000 Promotional Reserve $100,000 Grand Total $4,460,868 98 Promotional Reserve Promotional Reserve funds may be appropriated in accordance with County approval authority and with concurrence of the TDC Chairman. A monthly reconciliation of the use of promotional reserve funds will be provided to the TDC and BCC for informational purposes. 99 Appendix 100 Full Media Details 101 Florida & Beach Centric 102  Official Visit Florida Visitor Guide Rationale: • Distributed to travelers actively planning a Florida vacation; includes 5 welcome centers • Covers beaches, outdoors, entertainment, dining, maps, regional must-see lists Highlights: • Circulation: 600,000 • Visit Florida FP4C – Jan 2016 • Inclusion in e-book – 10 million visits per year and listing in Visitor Guide’s planning section Investment & Return: • Cost: $15,956 • Impressions: 600,000 minimum 103  Life’s A Beach Rationale: • Distributed at trade shows in U.S. and Canada to meeting planners, in welcome centers, on military bases and among travel agents; has retail distribution on Emerald Coast and is an in-room vacation guide Highlights: • 500,000 circulation • FP4C: Full year exposure • Visitors Guide to the Emerald Coast (print and digital) • Articles, maps, locations, landmarks Investment & Return: • Cost: $9,925 • Impressions: 500,000 minimum 104 Television 105  National Cable Rationale: • Strong brand awareness-generating tactic • Target audience is a heavy cable viewer Highlights: • Travel Channel partnership provides :15 & :30 spots along with added-value vignettes • AT&T U-Verse targets heavy travelers earning $100K+ by usage of third- party and set-top data • Extends campaign reach beyond previous 2-network buys Investment & Return: • Cost: $351,026 • Impressions: 42,000,000 minimum 106  Bill Dance Sponsorship: TV+ Rationale: • No. 1 fishing authority on TV • Airs on three cable networks: NBC Sports, Outdoor Channel and newly added Destination America Highlights: • Television segments filmed and featuring the Emerald Coast • Full year national television exposure • 26x Facebook “fishing conditions” updates • Billdanceoutdoors.com banner ads • Bill Dance YouTube – Emerald Coast episodes • Bill Dance personal endorsement and usage Investment & Return: • Cost: $55,000 • Impressions: 8,475,000 107  Destination Network TV Rationale: • Audience is relaxed and receptive, and looking for new experiences • Key markets: Atlanta, New Orleans, Gulf Coast of FL/AL, Grand Strand of SC, Low Country and Florida Keys Highlights: • Visitor information network throughout SE hotel rooms and condos, serving resort and cultural destinations • Commercial spots and specially produced Emerald Coast segments • Schedule supporting all key booking windows Investment & Return: • Cost: $38,000 • Impressions: 11,176,470 108 Radio 109  Satellite Radio Rationale: • Strong radio option for target audience • Provides coverage in key markets and beyond – national reach Highlights: • Four channels per week • 800+ :30 spots • Provides coverage in Spring, Fall and Christmas booking windows – 17 weeks Investment & Return: • Cost: $38,250 • Impressions: 23,316,000 minimum 110  NPR Podcasts Rationale: • Affluent platform, reaching key target audience segments • High brand affinity when sponsoring public broadcasting Highlights: • Only NPR product offering which allows :30 commercials • Host-read creative gives endorsement-like feel • Provides coverage in Spring, Fall, Christmas and U.S. Snowbird booking windows Investment & Return: • Cost: $25,000 • Impressions: 2,500,000 minimum 111 Multimedia & Lead Generation 112  Interfuse Media Rationale: • Multimedia platform offering print and digital • Guaranteed online impressions • Strong lead generation partner Highlights: • FP4C Visit Florida: OOS Newspaper Insert – Mid Feb 2016 • FP4C Visit Florida: ABV Newspaper Insert – Mid Apr 2016 • 16,000,000 digital impressions • 8,000 leads • 1,000,000 print impressions Investment & Return: • Cost: $50,000 • Impressions: 17,000,000 minimum 113  National Geographic Traveler Rationale: • Highest-paid subs in travel category • Balanced audience with highest composition of Millennials • Highest domestic travel vs. category Highlights: • Circulation: 340,000 east of MS • FP4C: Apr Family Travel, Jun/Jul VF Great Outdoors and Aug/Sep Adventure Travel • Event sponsorship in 2 cities: DC, Chicago or Atlanta – for Photography seminar: images, collateral, e-blasts, signage and promo message • VF added-value includes FP advertorial, lead generation and bonus QP ad unit Investment & Return: • Cost: $108,000 • Impressions: 1,960,000 minimum 114  The Local Palate Rationale: • Affluent and growing publication, nominated for James Beard Award for visual story-telling • Top subscribing states are majority of Emerald Coast feeder markets • Highlights travel from a culinary, historical and cultural perspective, targeted to average HHI of $150K+ Highlights: • Circulation: 120,000+ nationally • FP4C: Mar Travel South, Apr Southern Fusion, Jun/Jul Seafood • Homepage digital impressions as added-value opportunities Investment & Return: • Emerald Coast cost: $20,535 • Impressions: 460,000 minimum 115  Coastal Angler Rationale: • Creation of partnership for annual Destin Cobia Tournament • Introducing/solidifying charter captain & chef/restaurant relationships • Distribution in multiple Emerald Coast feeder markets Highlights: • Multimedia package opportunities being negotiated • Beyond traditional advertising, provides social media content marketing Investment & Return: • Cost: $6,000 • Impressions: TBD 116  Audubon Rationale: • Opportunity to promote to eco- tourism traveler segment • Culturally curious, affluent nature- based readers and publication with Visit Florida exposure Highlights: • Circulation: 413,580 nationally • HP4C: Visit Florida Nov/Dec & Mar/Apr issues • Advertorial • Directory Listing • Lead Generation Investment & Return: • Cost: $24,100 • Impressions: 827,160 minimum 117  Play Florida: Golf Rationale: • Florida’s official Golf Guide • Distributed by request to qualified vacationers and at top consumer golf shows • Distributed at welcome centers • Strong lead generation partner Highlights: • FP4C print ad and advertorial feature • Digital edition emailed to 85,000 opt- in golfers • Inclusion in post golf show emails with links back to website Investment & Return: • Cost: $13,600 • Impressions: 425,000 minimum 118  Boomer Aviation Rationale: • Largest