Okaloosa County BOCC — July 7, 2015 — FY 2015-16 Strategic Marketing Plan — agenda request

BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: July 7, 2015 TO: Honorable Chairman and Members of the Board FROM: Ed Schroeder SUBJECT: FY 2015-16 Strategic Marketing Plan DEPARTMENT: Tourist Development Department BCC DISTRICT: 2,4,5 STATEMENT OF ISSUE: Request approval of the FY 2015-16 Strategic Marketing Plan in the amount of $4,460,868. BACKGROUND: As a result of input received from the community, stakeholders, advertising agency, and the TDC, the attached FY 2015-16 Strategic Marketing Plan (SMP) was developed. The SMP encompasses all seasons and all activities; promotions conducted in-house by staff as well as promotions conducted by the advertising agency. Expenses classified as “promotional activities” according to the uniform chart of accounts are budgeted at $4.46M and are summarized below and on page 98 of the SMP. Promotional Items & Collateral $141,000 Local Event Promotional Activities $5,000 Trade Show Fees $59,225 Advertising Agency (base services & travel) $465,000 Advertising Agency (media planning & purchasing) $100,000 Website Development & Maintenance $82,068 Public Relations (familiarization tours, road shows) $95,000 Media Campaign (fall/winter, Christmas, snowbird, $2,322,010 spring/summer, non-seasonal/niche) Media Campaign (groups, meetings/conventions) $210,235 Campaign Production $200,000 Local Event Marketing Funding Applications $169,850 Advertising (welcome centers, publication listings) $11,480 Marketing to Assist in Airline Recruitment $500,000 Promotional Reserve $100,000 FY 2015-2016 Budget $4,460,868 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. Any amendments to the SMP shall be reviewed and approved by the TDC and the TDC’s recommendation presented to the BCC for final approval in the form of a Resolution. It is understood and accepted that changes to the proposed media buys will occur during the year (e.g. agency negotiates a better package, vendor cancels a publication). Formally amending the SMP for each change is cumbersome and results in a confusing SMP document. In the event of a change, staff will seek TDC and BCC approval for the change, with formal amendment to the SMP quarterly via resolution to memorialize any change(s). The Tourist Development Council voted to recommend approval of the FY 2015-16 SMP at its May 28, 2015 meeting. The SMP budget of $4.46M is $500K higher than the SMP budget of $3.96M approved by the TDC because airline recruitment marketing has been reclassified as a promotional expense rather than interfund transfer. OPTIONS: Approve or Disapprove RECOMMENDATION: Approve Resolution 2015-__ adopting the Okaloosa County Tourist Development Department FY 2015-16 Strategic Marketing Plan; a copy of which is attached. RECOMMENDED BY: APPROVED BY: John Hofstad, County Administrator