Okaloosa County Tourist Development Council — April 25, 2013 (meeting #1135) — reading text

Table of Contents Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) Research 3 Objectives & Strategies 12 Marketing Initiatives 19 Website 21 Consumer Research 24 Shoulder Season Campaign 26 Groups, Meetings & Conventions 32 Public Relations 34 Ongoing Social Media 42 Measuring Success 48 Marketing Plan Budget 50 Packet Pg. 198 2  Research 8.A.a Packet Pg. 199 Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) 3  8.A.a Occupancy by Year 2006 – 2012 Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) Source: Smith Travel Research Packet Pg. 200 4  8.A.a Average Occupancy by Month Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) Source: Smith Travel Research Packet Pg. 201 5  8.A.a RevPar by Year 2006 – 2012 Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) Source: Smith Travel Research Packet Pg. 202 6  8.A.a Average RevPar by Month Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) Source: Smith Travel Research Packet Pg. 203 7  8.A.a Annual Revenue Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) Source: Smith Travel Research Packet Pg. 204 8  8.A.a Monthly Revenue Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) Source: Smith Travel Research Packet Pg. 205 9  8.A.a 2% Monthly Collections FY 2012 Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) 1200 1000 800 600 Thousands 400 200 0 October November December January February March April May June July August September Source: Okaloosa County November Tax Revenue Report Packet Pg. 206 10  8.A.a Observations Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) • After four years of decline, business rebounded in 2011 by all measures • Occupancy improved in 2011 by increased demand (+9%) plus a slight reduction in supply (-2%) • Seasonally, June and July are 17% of inventory, but 33% of total revenue • Shoulder seasons • April – May • September – October • November – December • January – February Packet Pg. 207 11  Objectives & Strategies 8.A.a Packet Pg. 208 Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) 12  8.A.a Objectives Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) • Get back into the market • Maintain top-of-mind awareness during peak seasons • Drive leisure and group visitation during the shoulder season • Post-Spring Break – Memorial Day • Leverage awareness of Okaloosa County’s Emerald Coast brand • Maximize impact of media spend Packet Pg. 209 13  8.A.a Strategies • Communicate year-round messaging while focusing on Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) driving business during the shoulder season • Utilize research to motivate consumers to select Emerald Coast as their vacation destination • Target consumers with a combination of traditional and online marketing Packet Pg. 210 14  8.A.a Strategies • Collaborate with VISIT FLORIDA to maximize impact of Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) media spend • Promote and track special events and sponsorships via website • Communicate a value message while growing revenue • Utilize festivals and special events to drive trial and repeat visitation Packet Pg. 211 15  8.A.a Target Audience Profile Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) Demographics • Adults • Age 25 – 64 • Annual HH Income of $50,000+ skewing higher Mindset/Lifestyle • Traveler – at least 3-night stay • Interested in the beach, fishing, shopping, restaurants and more • Looking for an accessible escape Packet Pg. 212 16  8.A.a Media Markets Primary target audiences will include leisure travelers within a 13-hour-drive radius of the Emerald Coast as well as meeting/group business travelers Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) Packet Pg. 213 17  8.A.a Media Markets Secondary target audience will include travelers with nonstop lift access Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) Packet Pg. 214 18  Marketing Initiatives 8.A.a Packet Pg. 215 Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) 19  8.A.a Initiatives Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) • Develop and implement new comprehensive destination website • Conduct primary consumer research • Implement shoulder season campaign • Generate earned media through Public Relations • Local communications plan • Create Social Media awareness and engagement Packet Pg. 216 20  Website 8.A.a Packet Pg. 217 Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) 21  8.A.a Website Present consolidated website development strategy in first Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) quarter for the following sites: • Emeraldcoastfl.com • Emeraldcoastconventioncenter.com • Filmemeraldcoast.com • Myemeraldcoastevent.com Packet Pg. 218 22  8.A.a Website Strategy • Analyze current data available from sites Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) • Conduct high-level