Okaloosa County BOCC — May 28, 2015 — I. h. Military Reunions

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: May 28, 2015 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director Shantelle Dedicke, Marketing Manager SUBJECT: Reallocate Military Reunions spend STATEMENT OF ISSUE: Request approval to reallocate the Military Reunions spend. BACKGROUND: Military Reunions magazine will not print the August 2015 edition due to cost inefficiencies associated with publishing and mailing. Instead, the vendor intends to grow and maintain its reunion planner audience through the digital space. The agency proposes to reallocate the existing spend with Military Reunions as follows: Current Military Reunions Spend Revised Military Reunions Spend *1/3 Page Print Ad, August: $1,359 *3 Months Digital Impressions: $1,300 1/3 Page Print Ad, March: $1,526 1/3 Page Print Ad, March: $1,526 Annual Listing: $249 Annual Listing: $249 Revised Investment: $3,134 Current Investment: $3,075 The County is not obligated to reallocate the available funds to this vendor. However, the agency recommends doing so since the vendor is investing more dollars in its website to bolster content from the loss of the magazine and to have the ability to be more current with relevant news. The recommended months for the digital impressions are July, August, and September. There are no impression guarantees; this is a vendor that sells on a monthly flat rate. Pursuant to Section D.200(2) of the Tourist Development Department Operations and Procedures Manual, the Strategic Marketing Plan (SMP) sets forth the proposed marketing activities and expenditures for the year. Staff is seeking TDC and BCC approval for this change, with formal amendment to the SMP quarterly via resolution to memorialize the change. OPTIONS: Approve reallocating the Military Reunions spend as outlined above. Deny the reallocation and either recommend an alternative reallocation or not spend the excess print funds. RECOMMENDATION TO BCC: Recommend reallocating the Military Reunions spend as outlined above.