Okaloosa County BOCC — Aug 29, 2013 — reading text

Campaign. Objective: Maintain top-of-mind awareness during the summertime period Timeframe: June 17-August 31 Budget: $100,000 Results: 8 million Impressions, 35,000 clicks • Ms. Kempner continued by showing some of the banner ads used during the campaign. • Interim site was up and running by now, allowing potential visitors the ability to book rooms. Okaloosa County Tourist Development Department Page 3 Packet Pg. 4  1.a Regular Meeting Minutes AUGUST 29, 2013 • FaceBook Tile Ads were also used. Emerald Coast has over a million ‘likes’ currently. Minutes Acceptance: Minutes of Aug 29, 2013 3:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Ms. Clarke reviewed the Fall Campaign. Objective: Drive visitation from Labor Day through Thanksgiving Timeframe: Sept 1- Oct 31 Budget: $300,000 Results: TBD This season has provided the first time enough lead time was available to place a print advertisement. It will be featured in Southern Living. It is a Co-Op with TDD and four other participants. The cost was split 50% TDD and 50% divided by each of the participants. Following the Fall Campaign, Ms. Kempner discussed year round advertising. An Interim website was built and went live by April 19. Social Media Results: • FaceBook 21 posts per month 4,500 increase in ‘Likes’ (448+ to date) Ms. Kempner provided some examples of posts made by the firm on FaceBook. She also provided the feedback and number of people reached with different posts. Ms. Joyce asked where the firm got the photos. Ms. Clarke said some was generated by the firm and some is contracted by professional photographers. • Twitter Tweet about 56 times a month Increased followers by 2,000; which equals a 51% increase • Pinterest Created 14 boards, to include things to do, events, weddings and other topics. Added 200 new followers for 52% new increase. Showed some of the Pinterest boards, which she likened to an electronic bulletin board, the firm has created for the campaign. Okaloosa County Tourist Development Department Page 4 Packet Pg. 5  1.a Regular Meeting Minutes AUGUST 29, 2013 Mr. Mayer reviewed the firm’s Public Relations campaign. Public Relations, he explained is not paid for attention or exposure, but earned media exposure. Mr. Mayer Minutes Acceptance: Minutes of Aug 29, 2013 3:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale shared some of the articles run, to date. • 60+ reporter inquires, journalist requests and visits to the area • 11 press releases sent to date, each reached 1,600 journalists • Press Trips September 27-29 • Press release subjects include best family beach, spring, summer, fall, restoration projects, Southern hot spot for winter meetings & events, Labor Day, Oakley Redfish Tournament Honorable Dixon queried what verification or audit is maintained to show progress and the results. Mr. Peterson added that nothing done by the firm has been tangible; everything has been done on the internet. Public Relations Results: 726 news stories • Stories included pieces such as the Doolittle Raiders story. New Ordinances was briefed by Ms. Kempner. Ms. Kempner discussed some of the initiatives taken to help disseminate information on new ordinances, some included are; • Safety information cards, including flag warning signs and information on the sea turtles. • Quarterly newsletters generated, called Emerald Coasts Posts, targeting the industry. The firm is always working with the convention center to create a Lead Generation program. Objective: Encourage meeting planners to select Okaloosa County as their location to host a meeting. Timeframe: September Budget: $100,000 Ms. Kempner discussed the group visitation initiative. The firm is attempting to create custom landing pages for county wide events such as the H.O.G. Rally. She concluded her part by mentioning the wedding guide which was distributed to members at the meeting. Ms. Kempner stated the book is sent out to leads from the website, trade shows, and phone calls. Ms. Clarke spoke about Very Emerald Christmas. She stated it would be a full multimedia campaign. Okaloosa County Tourist Development Department Page 5 Packet Pg. 6  1.a Regular Meeting Minutes AUGUST 29, 2013 Objective: Drive visitation from Thanksgiving to New Year’s Minutes Acceptance: Minutes of Aug 29, 2013 3:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Campaign Timing: September 26-December 31 Budget: $525,000 Capitalize on current events: Santa at Harborwalk, Boat Parade, Nights & Lights Show, Fort Walton Beach Tree Lighting and Parade Develop new events to drive visitation Lighted boats, cooking demonstrations, restaurant specials Budget $40,000 Ms. Joyce mentioned a tasking order for brainstorming and queried who was involved in the process. Ms. Clarke responded that the firm’s team was responsible for brainstorming. Mr. Peterson queried how the firm justifies the dollar spent on the hardest season for visitation, with the goal of heads in beds in mind. Mr. Mayer stated the plan they are proposing has worked in other markets and the destination has a lot to offer. Ms. Joyce stated she worries about timing. She said it does not give the lodging partners a time to piggyback off the venture. Ms. Clarke then went through some mock-ups of the Christmas creative campaign. Mr. Guidry questioned where the images would go. Ms. Clarke responded that would be dictated by the TDC and TDD and should be known by next week. She continued by showing a storyboard of television advertising. Upcoming: A Very Emerald Christmas: • TDC input, September 6 • Agenda Request to BCC, September 11 • Present to BCC, September 17 • Launch September 26 Website: • Leisure to launch October 2 • Weddings to launch November 15 Fall FAM Trip: • September 26-28 Brand Television Spot, Q1: • Run from January-March • Primary planning for spring/summer Okaloosa County Tourist Development Department Page 6 Packet Pg. 7  1.a Regular Meeting Minutes AUGUST 29, 2013 Committee members discussed the need for a meeting before the TDC meeting on Sept. Minutes Acceptance: Minutes of Aug 29, 2013 3:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale 6th. Mr. O’Byrne stated he would send committee members correspondence out by e- mail. 2014 Planning Mr. Mayer spoke about the importance in investing into tourism research. He continued by introducing Ms. Saundra Brown, of MDI Research, who was asked how to best capitalize on the area’s brand and how to capture the shoulder season visitor. Ms. Brown began her presentation by giving the markers she used for her research. Why did we do this? • Western Panhandle- 24 miles of white sand beaches • Strongest season: Summer- accounts for nearly 2/3 of visitation. What did we do? • Six focus groups o Group 1: Ages 30-44 o Group 2: Ages 45-75 • Likely to take beach vacation in next two years • Flexibility to take trip in “Shoulder Season” 800 Surveys • Online survey of target traveler • 25-65, $50,000, 1 overnight trip per year, likely to take beach trip in next 2 years. Shorter drive market (SDM) - 8 hours or less • Atlanta • Nashville • Other Longer drive markets (LDM) - 8-13 hours • Dallas • Houston • St. Louis • Other She continued to provide the details garnered from her research, as to why and how individuals chose a particular destination, when they travel, and what the Emerald Coast provides that fills these blocks. Okaloosa County Tourist Development Department Page 7 Packet Pg. 8  1.a