Okaloosa County BOCC — March 26, 2015 — Agenda Packet — reading text

Packet Pg. 23  2.e.a TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: March 26, 2015 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director Charlotte Dunworth, Finance, Administration, & Compliance Manager SUBJECT: Monthly Reconciliation of Promotional Reserve Funds Attachment: II.e. Promo Reserves (4010 : Reconciliation of Promotional Reserves Funds) STATEMENT OF ISSUE: Per the adopted FY15 Strategic Marketing Plan: “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.” BACKGROUND: No additional promotional reserve funds have been allocated during the last month. Promotional reserves in the amount of $19,530 remain available for appropriation. OPTIONS: N/A RECOMMENDATION TO BCC: N/A, for informational purposes only. Packet Pg. 24  2.f Tourist Development Council Meeting: 03/26/15 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Update Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 4011) DOC ID: 4011 Marketing Update Updated: 3/23/2015 12:56 PM by Aida Wilkinson Page 1 Packet Pg. 25 TDC Meeting 3.26.15 March 26, 2015 MARKETING REPORT 2.f.a Packet Pg. 26 Attachment: II.f. Marketing_Presentation_TDC_Meeting_032713_PM (4011 : Marketing  2.f.a Familiarization Tours Attachment: II.f. Marketing_Presentation_TDC_Meeting_032713_PM (4011 : Marketing Mommy Blogger FAM Tour •April 17-19, 2015 •3–6 Bloggers •Accommodation Partners Secured •Wyndham Garden Inn – FWB •Fairfield Inn – Destin West Meeting Planner FAM Tour •May 13–15, 2015 •15 Meeting Planners, recruited by Collinson Media & Events •Preference given to Meeting Planners with 200–500 attendees and looking to book in the shoulder seasons •Accommodation Partners Secured •Emerald Grande •Ramada Plaza Resort •Four Points by Sheraton Packet Pg. 27 2  2.f.a March Social Calendar Attachment: II.f. Marketing_Presentation_TDC_Meeting_032713_PM (4011 : Marketing St. Patrick’s Day • Shamrock photo collage • Blogpost from McGuire’s • 7 Ways McGuire’s of Destin Will Make Your St. Patrick’s Day Perfect • 31% increase in monthly social traffic • 14.61% engagement rate Packet Pg. 28 TDC Meeting 3.26.15 3  2.f.a March Social Calendar Attachment: II.f. Marketing_Presentation_TDC_Meeting_032713_PM (4011 : Marketing Twitter • Influence score of 100% so far for March • Industry average is 64% • Closest competitor is Pensacola with 85% Packet Pg. 29 TDC Meeting 3.26.15 4  2.f.a Cherry Blossom Festival Attachment: II.f. Marketing_Presentation_TDC_Meeting_032713_PM (4011 : Marketing March 19th – April 4th • Outdoor boards in prime locations surrounding festival • Encourage immediate bookings • Feature unique vanity URL to track ROI • Boards in market March 16th – April 14th Packet Pg. 30 TDC Meeting 3.26.15 5  2.f.a Emerald Postings Blog Attachment: II.f. Marketing_Presentation_TDC_Meeting_032713_PM (4011 : Marketing 11 Posts Currently Live • 5 new posts in the last month • Increased partner participation • Integration with social and other advertising initiatives Packet Pg. 31 TDC Meeting 3.26.15 6  2.f.a Consumer E-Newsletter Attachment: II.f. Marketing_Presentation_TDC_Meeting_032713_PM (4011 : Marketing March/Spring Inaugural Deployment • Deployed Thurs 3/19 • Quarterly deployment throughout the year • Performing subject line testing • Coast-It Notes • Reaches all media and site leads Packet Pg. 32 TDC Meeting 3.26.15 7  2.f.a Promotional Items Attachment: II.f. Marketing_Presentation_TDC_Meeting_032713_PM (4011 : Marketing Inventory System •New system in place allowing us to strategically consider our signature, promotional items year over year •Closely monitoring the use of promotional items New Items •Relevant to the destination •Extended shelf–life •Prominently displays our brand Packet Pg. 33 8  2.f.a Public Relations Attachment: II.f. Marketing_Presentation_TDC_Meeting_032713_PM (4011 : Marketing Monthly Press Release Topics • Developing ongoing monthly schedule • March: Appreciation of the Arts on the Emerald Coast • Descriptions of noted arts venues and upcoming arts events/productions • 20th Anniversary of Mattie Kelly Packet Pg. 34 TDC Meeting 3.26.15 9  2.f.a Month Topic Attachment: II.f. Marketing_Presentation_TDC_Meeting_032713_PM (4011 : Marketing March Appreciation of the Arts on the Emerald Coast April Emerald Coast Easters, Mother's Day Getaways May National Travel and Tourism Week/100 Days of #EmeraldCoasting, Salute to Our Military June Happy Birthday to the Emerald Coast!, History of Unique Festivals on the Emerald Coast July Eat Like a Local August Why the Emerald Coast is the Perfect Place to Spend Fall Break September A Look at the Craft Beer Scene on the Emerald Coast October Fishing Rodeo, Fitness on the Beach November A Shopping Tour of the Emerald Coast December We Love our Snowbirds! January Romance, Private Dinner on the Beach February Unplug, Rejuvenate for the Spring Packet Pg. 35 TDC Meeting 3.26.15 10  2.f.a Upcoming Initiatives Attachment: II.f. Marketing_Presentation_TDC_Meeting_032713_PM (4011 : Marketing Industry Partner SMP Meetings • Tomorrow Friday, March 27 • 10am-12pm Destin Library • 2pm-4pm ECCC New Collateral: ECCC Sales Kit & Profile Kit • Scheduled to be in-market in May Packet Pg. 36 TDC Meeting 3.26.15