Okaloosa County BOCC — March 24, 2016 — Agenda Packet — reading text

Allegiant VPS Media Plan 2017 Estimated Totals Estimated Average Media Market Unit January February March April May June July August September October November December A25‐54 Weekly GIMP Cost CPM 26 2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 Impressions TV/Cable 2,686,976 $ 115,250 $ ‐ $ ‐ $ ‐ $ 126,700 $ ‐ $ ‐ $ ‐ $ 145,550 $ ‐ $ ‐ 16,121,858 113,600 $ 7 Radio 6,933,213 $ 219,050 $ ‐ $ 46,800 $ ‐ $ 231,750 $ ‐ $ 47,100 $ ‐ $ 257,000 $ ‐ $ 54,000 53,397,450 391,800 $ 7 OOH 4,962,730 $ 84,131 $ ‐ $ ‐ $ ‐ $ 84,131 $ ‐ $ ‐ $ 84,131 $ ‐ $ ‐ 44,664,572 102,375 $ 2 Print Online Co‐Op Total $ 418,431 $ ‐ $ 46,800 $ ‐ $ 442,581 $ ‐ $ 47,100 $ ‐ $ 486,681 $ ‐ $ 54,000 $ ‐ $ 1,495,594 Allegiant Total $ ‐ $ ‐ $ ‐ $ ‐ $ ‐ $ ‐ $ ‐ $ ‐ $ ‐ $ ‐ $ ‐ Total 14,582,919 $ 418,431 $ ‐ $ 46,800 $ ‐ $ 442,581 $ 47,100 $ ‐ $ 486,681 $ ‐ $ 54,000 $ ‐ 114,183,880 $ 1,495,594 $ 13 All costs are planning costs, and subject to change until final negotiation/placement. Packet Pg. 31 1.e.a Attachment: I. e. Allegiant Air Guidance (5396 : Allegiant Air Contract guidance (Ed Schroeder))  1.f Tourist Development Council Meeting: 03/24/16 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Information Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 5397) DOC ID: 5397 Local Event Marketing Funding guidance (Ed Schroeder) Updated: 3/21/2016 4:12 PM by Aida Wilkinson Page 1 Packet Pg. 32  1.f.a TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: March 24, 2016 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director SUBJECT: Local Event Marketing Funding Guidance Attachment: I. f. Local Even Marketing (5397 : Local Event Marketing Funding guidance (Ed Schroeder)) STATEMENT OF ISSUE: The underlying principal behind the Local Event Marketing Funding program is that our investment must produce an acceptable ROI measured primarily in room nights. After years of processing applications and payment request using a variety of formulas, it is evident that an acceptable verification of room nights is unachievable. If the program is to be continued, this incompatibility between principal and actual practice must be resolved which may lead to redefining the purpose of the program. BACKGROUND: Currently, there is a definitive funding formula based on seasonality, out-of-town visitors, and documented room nights. To the greatest extent possible, subjective judgment is taken out of the funding decision. Applications are due May 1 and the total amount budgeted for this purpose is based on the sum of approved applications and a buffer for new events. The steps in this process are as follows.  Step 1: Event makes application  Step 2: Staff evaluates the event application and sets funding amount  Step 3: In May, staff totals all events and places them in the budget and SMP DISCUSSION TOPICS: Why does the TDC financially support events?  Events brand the destination and community (BRANDING)  Events provide entertainment for visitors that encourage longer and repeat stays (R/N)  Events can drive incremental visitors whose main purpose for travel is the event (R/N)  Events can provide value to non-summer travel (R/N)  Events provide diversity in marketing messaging (BRANDING)  Events expose visitors to a variety of locations within the destination (BRANDING)  Events can have a significant economic impact on the destination (R/N) What criteria should be used to evaluate applications? Is the TDC open to different programs for special events vs sporting events vs destination events? RECOMMENDATION TO BCC: N/A, for staff direction only. Packet Pg. 33  2.g Tourist Development Council Meeting: 03/24/16 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Presentation Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 5398) DOC ID: 5398 Marketing Update (Ed Schroeder) Updated: 3/21/2016 4:13 PM by Aida Wilkinson Page 1 Packet Pg. 34  MARKETING REPORT March 24, 2016 Packet Pg. 35 2.g.a Attachment: II. g. TDC_Marketing_Presentation_3_24 (5398 : Marketing Update (Ed Schroeder))  Website: Q1 2016 > Q1 2015 Results • Reached over 95,000 visits in January and February and already in line to surpass March 2015’s website visitsF • Specifically, a 130% increase from previous year Why? • Improved SEO performance • More efficient digital media • Increased awareness through social media efforts Packet Pg. 36 2.g.a 2 Attachment: II. g. TDC_Marketing_Presentation_3_24 (5398 : Marketing Update (Ed Schroeder))  2016 Spring Campaign Timing • Ends 3/31 Notable Results • Performing at a higher rate than 2015 • To date, this campaign has delivered 22,297,569 gross impressions • Increase in website traffic as well as social chatter directed at Emerald Coast can be attributed to these impressions Packet Pg. 37 2.g.a 3 Attachment: II. g. TDC_Marketing_Presentation_3_24 (5398 : Marketing Update (Ed Schroeder))  2016 Summer Campaign Timing • Ends mid-June Notable Results • Performing at a higher rate than 2015 • To date, this campaign has delivered 3,423,912 gross impressions Packet Pg. 38 2.g.a 4 Attachment: II. g. TDC_Marketing_Presentation_3_24 (5398 : Marketing Update (Ed Schroeder))  Gulf to Table Campaign Timing • Media support ends 3/31 & begins again in August 2016 Notable Results • To date, GTT has delivered 9,000,000+ impressions • Over 200 guide requests • 32,762 website visits • Engagement rate of 80% • Total PR reach of 118,809,259 •