Okaloosa County BOCC — May 5, 2015 — FY15 Strategic Marketing Plan (SMP) Update — agenda request — reading text

BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: May 5, 2015 TO: Honorable Chairman and Members of the Board FROM: Ed Schroeder SUBJECT: FY15 Strategic Marketing Plan (SMP) Update DEPARTMENT: Tourist Development Department BCC DISTRICT: All STATEMENT OF ISSUE: Request approval to modify the Collinson Media spend for the meetings and groups campaign by reallocating funds from the Florida Meeting Planner Guide and Insider Series to the Destination Focus Media Package, as well as adjust the Atlanta Eats video segment air dates to support the Fall campaign. BACKGROUND: First, Collinson Media is offering a new Destination Focus Media Package designed to promote an area to its exclusive database of vetted meeting planners. The agency feels the value garnered from exposure through a highly regarded publisher by the meetings, conventions and events markets far exceeds the cost. To capitalize on this initiative, the agency proposes to reallocate the existing spend with Collinson as follows: Modified Collison Commitment (Mtgs/Conv): Current Collinson Commitment (Mtgs/Conv) *Destination Focus Media Package: $15,000 *Florida Meeting Planner Guide: $6,450 *2x Insider Series: $10,000 *4x Insider Series: $20,000 Collaboration print: $8,250 Collaboration print: $8,250 Connect/Connect Sports print: $12,250 Connect/Connect Sports print: $12,250 Rejuvenate print: $8,250 Rejuvenate print: $8,250 Modified Investment: $53,750 Current Investment: $55,200 Visit Florida has decided not to print the Florida Meeting Planner Guide, and reallocating from the Insider Series to the Destination Focus Media Package is a more efficient/responsible use of the County’s money. The Destination Focus Media Package includes: • Destination Focus Video • Exposure on all four Collinson sites: Collaboratemeetings.com, Connectyourmeetings.com, Connectsports.com, Rejuvenatemeetings.com • Two weeks on homepage of the above sites, then available on the video page for on-demand viewing • :15-second preroll opener • Closing shot with logo and 40-character sponsor message • Sponsored e-blast with logo highlighting video • Share on Collinson social media networks (Facebook, Twitter, Instagram) • Detailed analysis and reporting The video would have longevity well beyond this particular buy and provides the Emerald Coast with a great asset to sell the destination to these markets. (The current destination video was developed over five years ago and is still distributed to motorcoach groups and meeting planners by the sales teams.) Furthermore, the video content produced as part of the Destination Focus Media Package can also serve as the video content to fulfill the Insider Series placement. If the County elects to not move forward with the Destination Focus package, images with voice over would be used for the Insider Series media placement. Second, when the Atlanta Eats initiative was planned, it was not known that local competitors (South Walton and Gulf Shores) would also participate in the marketing opportunity or run their ads during the summer. The agency recommends focusing on the months of August and September for airing the video segment. Not only does this work to drive traffic during the Fall shoulder season, but also ensures the County’s ads do not run in tandem with local competitors. There are several components (radio, TV, social, etc.) to the buy that would range from June through September, but the video segment would be shown heavily in August and September. The Strategic Marketing Plan would need to be adjusted to reflect the Fall campaign rather than Spring/Summer campaign. 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 Council and the Council’s recommendation presented to the Board for final approval in the form of a Resolution. Formally amending the SMP for each change is cumbersome and results in a confusing SMP document. Staff is seeking TDC and BCC approval for this change, with formal amendment to the SMP quarterly via resolution to memorialize the change. The Tourist Development Council voted to recommend approval for these revisions at its April 23, 2015 meeting. OPTIONS: Approve or Disapprove RECOMMENDATION: Approve the following: 1) Modify the Collinson Media spend for the meetings and groups campaign by reallocating funds from the Florida Meeting Planner Guide and Insider Series to the Destination Focus Media Package. 2) Adjust the Atlanta Eats video segment air dates to support the Fall campaign. 3) Amend the SMP in the form of a resolution on a quarterly basis to memorialize changes. RECOMMENDED BY: APPROVED BY: John Hofstad, County Administrator