Okaloosa County BOCC — November 5, 2013 — Romjue Task Order 14 (2) — reading text

Okaloosa County Airports Marketing Proposal Task Order #14 December 17, 2013 Okaloosa County Airports Budget for Promotional Activities Promotional Activities at VPS: $300,000 Promotional Activities at Bob Sikes: $7,400 Total: $307,400 Total Allocation under Task Order #14: $200,000 •It is our intent to allocate the funds listed for each media type. However, it may be necessary to shift funds to a different media type based on changing market needs and demands. •If necessary, funds allocated under Task Order 14 may need to be used to complete payment of Task Orders 9 through 13.  Summary Media Dollars Television/Cable $50,000 Print/Newspaper $25,000 Magazines $25,000 Radio $25,000 Outdoor $15,000 Online $30,000 Social Media $8,000 Creative Design $10,000 Community Partnerships $12,000 Total Media $200,000  Television/Cable Highlights: • Purchase television schedule to include 30 and 5 second ads • Reach large numbers of people in short period of time Rationale: • Okaloosa County: Center of television Pensacola-Mobile- Panama City DMA • Crucial to advertise in both markets • Cable offers new opportunities to pinpoint specific audiences Investment : • Cost: $50,000  Print/Newspaper Highlights: • Reach large number of people in Okaloosa County and surrounding areas • Easy to change message to meet market changes Rationale: • Weekly visibility to local community • One daily edition reaches 45% of market Investment: • Cost: $25,000  Magazines Highlights: • Great color and quality in ads • Reach local audience with important information they can refer back to Rationale: • Use Publications that cater to audience whose editorial content specializes in topics of interest Investment: • Cost: $25,000  Radio Highlights: • Stations provide wide coverage across the Emerald Coast and north into Alabama • On-air personalities have been in the area for years and are known and recognized by community Rationale: • Vast array of radio program formats offer efficient target to demographic • Allows for speed, flexibility and immediacy to convey message Investment: • Cost: $25,000  Outdoor Highlights: • Static and digital billboards Rationale: • Unsurpassed in ability to supply long-lasting impressions, coverage, reach and frequency 24/7 • Digitals boards can be changed daily to convey changing messages such as airline fare sales Investment: • Cost: $15,000  Online Media Highlights: • SEM (Search Engine Marketing)reaches people at exact moment they are searching a topic • Effective in driving sales and leads • Banner advertising engages potential customers with compelling online ads hand selected to reach target audience Rationale: • Delivers high ROI in many geographies. • Deliver ads locally and in direct flight markets to increase passengers inbound and outbound. Investment: • Cost: $30,000  Social Media Highlights: • Management of daily Facebook, Twitter posts and monthly blog Rationale: • Social networking makes it possible to establish relationships, convey messages and build trust online • Main website will gain traffic from conversations through social networking websites, discussions, groups, and blog comments • Search engine optimization is increased through number back links to website and/or blog Investment: • Cost: $8,000  Creative Design Highlights: • Create award winning ads for print and broadcast • Create consistency in branding Rationale: • Compelling ads sell and persuade intended target audience • Builds brand recognition, strong identity and good reputation Investment: • Cost: $10,000  Community Partnerships Highlights: • Community opportunities help promote and attract increased awareness of the Northwest Florida Regional Airport to both local and out of state attendees Rationale: • Airport will ensure maximum exposure and branding prior to and at event Investment: Cost: $12,000