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

170  LinkedIn Rationale: • Reaches meeting planners when they are networking, seeking out professional information, and, in general, in the career/work- mindset and bought on CPC • Broadens reach to specific job titles that are not specifically “Meeting Planners” and are Human Resources & Administrative related Highlights: • Image and text ads and now also display and sponsored updates Investment & Return: • Cost: $5,668 • Estimated clicks: 1,417 171 Meetings/Conventions: Media Plan 172 Trade: Lead Generation 173  Cvent Rationale: Convention Center listed under Supplier Network, • Premier hub for meeting driving to Diamond Listing planners, serving as a portal for global destination and accommodation information Highlights: • 3-Diamond listing, with opportunity to refresh content and images • Upgraded package provides more content, including Twitter link, virtual tour and more prominent display in FL region Investment & Return: • Cost: $11,225 174  LinkedIn Rationale: • Reaches meeting planners when they are networking, seeking out professional information, and, in general, in the career/work- mindset and bought on CPC • Complements Cvent buy, reaching 48% of the Cvent audience Highlights: • Image and text ads and now also display and sponsored updates targeted to: • Meeting planners, based on job title • Meeting groups/association members (PCMA, Global Meetings, MPI, etc.) Investment & Return: • Cost: $14,953 • Estimated clicks: 3,738 175  Google & Bing-Yahoo Search Rationale: • Reaches planners across multiple specialties as they actively seek out information related to market, venue, etc. • Places Emerald Coast Convention Center front and center to a qualified audience Highlights: • Text ads targeted to relevant keywords across general meeting planning and branded terms • Focus the budget on branded terms based on initial FY14 performance (sample terms: Destin conference center, convention center Destin Florida) • Recommend opening targeting to national audience • CPC price structure minimizes waste • Enabling Google’s conversion-focused optimization tool further minimizes waste Investment & Return: • Cost: $10,000 • Majority of budget to be allocated to Google based on general usage • Estimated Clicks: 3,900 176 Google & Bing-Yahoo Search Sample Google Search Result Sample Bing-Yahoo Search Result 177 Corporate/Association/ Government Plan 178  Plan Your Meetings Rationale: • Reaches multiple types of planners: Corporate, Association, SMERF, Incentive Travel • Lead generation Highlights: • Lead generation white paper sponsorship • 3x weekly deals & highlights plus 1x PYM live events OR 2x weekly deals & highlights plus 2x live events • Custom email blast to 30,000 opt-ins • Destination Guide editorial and online ads • Includes splash page and top banner ad along with link • Customizable online business directory ad • Lead generation calling – 80 hours Investment & Return: • Cost: $5,000 • Impressions: 168,000 minimum 179  Collinson Media Rationale: • Comprehensive meeting planner platform (Corporate, Association, Religious and Sports planners) • Strong lead generation partner • Discounts on marketplace events ($700 off each event) Highlights: • 2 HP4C in each publication: Connect, Collaborate, Rejuvenate with 4 HP of matching editorial • 3x insider series video sponsorship: includes pre-roll video, interview, e-blast, SM pushes • HP4C Meeting Planners Guide to FL and HP4C Connect Sports Facilities Guide • 90 guaranteed leads Investment & Return: • Cost: $38,618 • Impressions: 374,500 minimum 180  Small Market Meetings Rationale: • Part of industry- recognized The Group Travel Leader family of publications/websites • 11,000 planners: association, corporate, government, nonprofit, medical, religious and educational meetings Highlights: • 9-month online banner advertising Investment: • Cost: $3,600 • Impressions: 45,000 minimum 181  Society of Association Executives Rationale: • Direct access to meeting planner associations in top meeting destination regions • Planners’ reliance continues to grow on 24/7 Internet access – one click away from destination/site planning details Highlights: • Ongoing advertising: • Florida • Alabama • Georgia – NOTE: Very limited inventory and must be reserved immediately Investment & Return: • Cost: $7,700 • Impressions: TBD 182  Visit Florida Rationale: • Direct access to Florida meeting planners through e-blasts and Meetings/Events home page exposure Highlights: • 2x e-blasts to 60,000 opt-in Florida meeting planners • January – September presence on visitflorida.com Meetings/Events landing page Investment & Return: • Cost: $8,700 • Impressions: 156,000 minimum 183 Group Travel Plan 184  Group Travel Leader Rationale: • Industry-recognized The Group Travel Leader family of publications/websites • 20,000 travel buyers and industry professionals Highlights: • 10-month online banner advertising Investment & Return: • Cost: $3,500 • Impressions: 30,000 minimum 185  Group Travel Directory Rationale: • Part of Premier Travel Media – network of over 130,000 planners • Integrated print and digital products and site profile summaries Highlights: • 12-months online banner advertising – Group Travel Directory • Reunions Market Site InSpection: Site profile with multiple images and links back to Emerald Coast site Investment & Return: • Cost: $2,290 • Impressions: 182,400 minimum 186 Bus Tours / Motor Coach Plan 187  American Bus Association Rationale: • Tour and motorcoach planners and operators association • Polled preference for obtaining destination advertising information: 64% went to website based on advertising Highlights: • Largest customer segments: mature adults (A65+), student groups and adult groups 45-54 years of age • 15,500 average unique visitors per month • 12-month online banner advertising Investment & Return: • Cost: $6,000 • Impressions: 186,000 minimum 188  FL and AL Motorcoach Associations Rationale: • Direct access to top feeder market group travel associations • Members are responsible for planning and operations • Florida: recently re-organized and is managed by ABA Highlights: • Florida: 12-month banner advertising in FMA Bus Bulletin and online travel directory • Alabama: FP4C in annual directory and QP4C in spring newsletter Investment & Return: • Cost: $2,700 • Impressions: 40,550 minimum 189  Red Hot Celebrations Rationale: • The travel trade’s event connection • Mission is to be a one-stop shop for tour operators looking to add value to their itineraries by including special events • Database, e-newsletter and website platforms Highlights: • DMO package includes listing of up to three events as part of Red Hot Celebrations’ website and planner e-blast • 2x customized, geo-targeted e-newsletters – 100% SOV • 12 months of online banner advertising at no charge Investment & Return: • Cost: $1,245 • Impressions: 30,500 minimum 190 Religious Groups Plan 191  Christian Meetings & Conventions Association Rationale: • Official newsletter of the Christian Meetings and Conventions Association Highlights: • Circulation: 1,200 • HP4C in each quarterly issue within FY • winter (January), spring (April), summer (August) Investment & Return: • Cost: $1,200 • Impressions: 3,600 minimum 192  Religious Travel Directory Rationale: • Part of Premier Travel Media – network of over 130,000 planners • Integrated print and digital products and site profile summaries Highlights: • 12-month online banner advertising • Religious site inspection: site profile with multiple images, links back to Emerald Coast site Investment & Return: • Cost: $2,290 • Impressions: 48,000 minimum 193  Going On Faith Rationale: • Part of industry- recognized The Group Travel Leader family of publications/websites • Strong voice of faith- based travel • Over 7,000 qualified travel planners for churches and religious organizations Highlights: • 12-month online banner advertising Investment: • Cost: $3,600 • Impressions: 60,000 minimum 194 Chicago Takeover 195  Chicago Takeover • Ability to target affluent neighborhoods exclusively • Affluent consumers index at 211 for having attended the movies 2-3x/month in the past 90 days • Represents 16% of persons earning $150,000+ HHI who have traveled to the beach in the past 12 months • Schedules complement TV / Cable plans: • Nearly 60% of TV viewing is Monday – Thursday • Approximately 75% of theatre attendance is Friday – Sunday when consumers are relaxed and most receptive to entertainment/travel messaging • Advertising support by airlines, Visit Florida, DMOs 196  Chicago Takeover • Chicago is a city with multiple transit lines • Nearly as many affluent citizens drive themselves to work as take public/shared transportation • 16% drive, 16% take train, 18% carpool & 10% take the subway • Despite mode of transportation, nearly 100% are exposed to place-based transit media weekdays & weekends • The exterior signage provides a larger than life creative opportunity • State Street, Grand Avenue & LaSalle Street station locations • Near stores, boutiques, shopping district, Lake Michigan, The Magnificent Mile, office buildings