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

Packet Pg. 234 38  8.A.a Local Communications Plan Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) Target Audience • Permanent residents of Okaloosa County Key media outlets • WEAR-TV • WALA-TV • WKRG-TV • The Destin Log • Northwest Florida Daily News • WFTW-AM • WNWF-AM Packet Pg. 235 39  8.A.a Local Communications Plan Speaker Circuit Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) • Schedule Dan O’Byrne to speak at community stakeholder luncheons and meetings Establish regular media opportunities • TV broadcast partner to establish a recurring TDD minute • Print partner to establish a recurring TDD column • Radio partner to establish a recurring TDD minute Packet Pg. 236 40  8.A.a Local Communications Plan Proactively pitch stories Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) • Economic impact of TDD and Convention Center • Local businesses benefitting from increased tourism Leverage public improvement projects • Create press releases and visuals that showcase TDD’s involvement in public improvement projects • Create coverage opportunities by keeping press updated Packet Pg. 237 41  Ongoing Social Media 8.A.a Packet Pg. 238 Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) 42  8.A.a Overview Objectives Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) • Utilize social channels to reach current Okaloosa County visitors, future visitors and the local community • Provide a unique, two-way communication channel to call fans to action Strategies • Generate awareness about Okaloosa County’s Emerald Coast as a tourist destination • Drive consideration by educating fans about the Emerald Coast • Encourage preference by engaging key online influencers in conversation Packet Pg. 239 43  8.A.a Channels Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) Fans/Followers URL Network (As of 1/4/12) Facebook www.facebook.com/FloridasEmeraldCoast 444K Twitter twitter.com/EmeraldCoastFLA 1.9K Pinterest pinterest.com/emeraldcoastfla/ 147 Instagram TBD N/A Packet Pg. 240 44  8.A.a Content Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) Planned Content • Created in advance of publishing • Enables Social Media presences to engage a targeted audience • Written on a calendar and can be reviewed before implementation Live Content • Created in real time as news, trends, conversations and comments arises • Timely and relevant • Responses to Facebook comments, retweeting Twitter content and creating new content in response to trends Packet Pg. 241 45  8.A.a Content Categories Category Percentage Justification Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) Leveraging past creative, this content shows the vibrant lifestyle that is a Lifestyle hallmark of the Emerald Coast. Text and rich media posts will allow Life on the Emerald Coast 40% communities to experience the beaches and lifestyle of Okaloosa County from wherever they are. Attractions & Amenities This category encompasses tourism sights and services in the Okaloosa Lodgings, shops and 30% area. From lodgings, shops, activities and local eateries, this category eateries educates fans about the value of amenities in Okaloosa County. Okaloosa County boasts year-round community events for the public to Events 20% enjoy. This category syndicates local happenings and encourages the Social Public happenings Media communities to share and take part. Okaloosa’s Social Media pages will share the most compelling news stories News relevant to the Emerald Coast as a tourist destination. This can include 10% Travel articles & accolades write-ups from travel bloggers, contests vying for top travel destinations and any other local coverage relevant to travel and leisure. Packet Pg. 242 46  8.A.a Key Initiatives Shoulder season campaign (March – May) • Drive awareness and visitation Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) Summer Social Media engagement (June – August) • Form relationships with summer visitors to drive shoulder season visitation Instagram launch • Fastest growing image social network online • Post image updates and curate user-generated content Twitter growth • Twitter is the here-and-now network • Find the right daily conversations to proactively engage in Influencer outreach • Begin curating list of influencers on Social Media • Develop tactics to engage and incentivize Packet Pg. 243 47  Measuring Success 8.A.a Packet Pg. 244 Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) 48  8.A.a Measuring Success Performance will be measured by: Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) • Unique visits to website/campaign landing page • Tax revenue • Occupancy, ADR and RevPar (Smith Travel Research) Packet Pg. 245 49  Marketing Plan Budget 8.A.a Packet Pg. 246 Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) 50  8.A.a Marketing Plan Budget Primary Research $80,000 Attachment: PMA Final Stub Year Marketing Plan (1651 : PMA) Website (Strategy, Design, Development & Optimization) $350,000 Leisure Campaign Media $500,000 Group, Meeting & Convention Campaign $250,000 Collateral/Campaign Production $300,000 A Very Emerald Christmas Production/Contingency $345,000 Base Services/Travel Reimbursement $375,000 Total $2,200,000 Budget $2,200,000 Packet Pg. 247 51  10.A.1 Tourist Development Council Meeting: 04/25/13 01:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Approval Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 1652) DOC ID: 1652