Okaloosa County BOCC — Aug 29, 2013 — reading text

Content and geo-targeted banners 817,000 $15,000 Text ads targeted to search queries related to Google holiday travel, competitive markets, general 1,250 (estimated clicks) $2,500 travel and Okaloosa-related terms Prominent Homepage tile ad placement and Visit Florida N/A $3,600 support banner Media Mind Ad Serving Fees N/A $2,410 Online Total 8,274,692 impressions/16,250 clicks $103,510 • Online plan provides a mix of premium sponsorships, efficient text ads, and targeted banners to build reach in markets not included in broadcast buys • Builds off of fall efforts as a means of driving frequency within target audience 17 Packet Pg. 32  2.a Option 1 Summary Vendor Opportunity Impressions/Clicks Net Budget Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) 5 weeks of TV @ 550 GRPs: 10/14 – 11/24 in Television/Cable 32,363,000 minimum $306,000 9 markets Regional Magazines Full Page 4C units in 16+ Feeder markets 1,140,000 minimum $76,000 Family Travel Sponsorship, Supporting Social Southern Living 3,957,692 $50,000 Amplification and Banner Rotation Geo and behaviorally-targeted banners AT&T AdWorks 3,500,000 $15,000 focused on non-broadcast markets Cost per click-based text ads driving to TravelZoo 15,000 (clicks) $15,000 Emerald Coast page on TravelZoo.com TripAdvisor Content and geo-targeted banners 817,000 $15,000 Text ads targeted to search queries related to Google holiday travel, competitive markets, general 1,250 (estimated clicks) $2,500 travel and Okaloosa-related terms Prominent Homepage tile ad placement and Visit Florida N/A $3,600 support banner Media Mind Ad Serving Fees N/A $2,410 Total Spend $485,510 18 Packet Pg. 33  2.a Option 2 Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) • This version maintains the regional magazine and online portions of campaign • Television is revised to 6 markets, 4 week schedule • Montgomery, AL 139 • Huntsville, AL 132 • Birmingham, AL 128 • New Orleans, LA 124 • Knoxville, TN 114 • Mobile, AL/Pensacola, Ft Walton, FL 110 • 6-market Adults 25-64 Impressions: 15,868,000 • 82.1% Reach, 4.9 Frequency 19 Packet Pg. 34  2.a Option 2 Summary Vendor Opportunity Impressions/Clicks Net Budget Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) 4 weeks of TV @ 400 GRPs: 10/14 – 11/24 in Television/Cable 15,868,000 minimum $146,000 6 markets Regional Magazines Full Page 4C units in 16+ Feeder markets 1,140,000 minimum $76,000 Family Travel Sponsorship, Supporting Social Southern Living 3,957,692 $50,000 Amplification and Banner Rotation Geo and behaviorally-targeted banners AT&T AdWorks 3,500,000 $15,000 focused on non-broadcast markets Cost per click-based text ads driving to TravelZoo 15,000 (clicks) $15,000 Emerald Coast page on TravelZoo.com TripAdvisor Content and geo-targeted banners 817,000 $15,000 Text ads targeted to search queries related to Google holiday travel, competitive markets, general 1,250 (estimated clicks) $2,500 travel and Okaloosa-related terms Prominent Homepage tile ad placement and Visit Florida N/A $3,600 support banner Media Mind Ad Serving Fees N/A $2,410 Total Spend $325,510 20 Packet Pg. 35  2.a Option Comparison Higher Net Lower Net Vendor Higher Investment Lower Investment Budget Budget Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) 5 weeks of TV @ 550 GRPs: 10/14 4 weeks of TV @ 400 GRPs: Television/Cable $306,000 $146,000 – 11/24 in 9 markets 10/14 - 11/17 in 6 markets Full Page 4C units in 16+ Feeder Regional Magazines unchanged $76,000 $76,000 markets Family Travel Sponsorship, Southern Living Supporting Social Amplification and unchanged $50,000 $50,000 Banner Rotation Geo and behaviorally-targeted AT&T AdWorks banners focused on non-broadcast unchanged $15,000 $15,000 markets Cost per click-based text ads TravelZoo driving to Emerald Coast page on unchanged $15,000 $15,000 TravelZoo.com TripAdvisor Content and geo-targeted banners unchanged $15,000 $15,000 Text ads targeted to search queries related to holiday travel, Google unchanged $2,500 $2,500 competitive markets, general travel and Okaloosa-related terms Prominent Homepage tile ad Visit Florida unchanged $3,600 $3,600 placement and support banner Media Mind Ad Serving Fees unchanged $2,410 $2,410 Events $40,000 $40,000 Total Spend $525,510 $365,510 21 Packet Pg. 36  Co-Op Opportunities 22 2.a Packet Pg. 37 Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas)  2.a Co-Op Opportunities Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) Objective: • Develop partnership opportunities with Visit Florida for local accommodations to participate with TDD Campaign Timing: • October 1, 2013 – September 30, 2014 Budget: • $106,645 23 Packet Pg. 38  2.a Visit Florida Co-Op Print Summary