Okaloosa County BOCC — February 27, 2014 — IX.i. Adopt SMP In House

101 October 1, 2013 – September 30, 2014 Convention Center and Visitors Center In‐House In House Strategic Marketing Plan February 27, 2014  102 In‐House In House Strategic Marketing Plan Objective • Increase overall visitation and lodging facility occupancy in the taxing district • Generate business to the Emerald Coast Convention Center (ECCC) Strategy • Advertise and promote the Emerald Coast • Participate and partner in local events to generate business to the ECCC Marketing Tactics • Destination Team • ECCC Sales Team • ECCC Events Team • Film Commission • Local Event Participation • Other Marketing Activities 2  103 In‐House In House Strategic Marketing Plan Geographical Reach • Southeastern United States Measuring Success • Sustain and increase number of new leads via local representatives Timing • October 2013‐September 2014 3  104 Destination Team Marketing Plan TRADE SHOW Location Market Cost TSAE/FSAE/LSAE Luncheons Various Associations $800 Visit FL ‐ Florida Encounters Palm Beach, FL Meeting Planners $2100 American Bus Association Nashville, TN Tour Operators/Owners $1295 Visit FL – New York Times New York, NY Travel Trade/Consumer $3200 Dallas Bridal Show Dallas, TX Weddings $1495 Southeast Travel Show Greenville, SC Travel Agents $450 Georgia Bridal Show Atlanta GA Atlanta, Weddings $800 Southern Womens Show Memphis, TN Leisure/Consumer $1000 Military Travel Show Fort Benning, GA Military $100 Military Travel Show Albany, GA Military $400 Military Travel Show Robins AFB, GA Military $125 Military Travel Show Fort Rucker, AL Military $100 International Pow Wow Chicago, IL Tour Operators/Owners $2500 Militaryy Travel Show Eglin g AFB,, FL Militaryy $400 $ Military Travel Show Hurlburt AFB, FL Military $200 Military Travel Show NAS Whiting Field, FL Military $200 continued… 4  105 Destination Team Marketing Plan TRADE SHOW Location Market Cost Visit FL – VIP Event Chicago, IL Meeting Planners $1500 GAMPI Workshop Atlanta, GA Meeting Planners $1500 ASAE Springtime in the Park Washington, DC Govt/Meeting Planners $1500 Destination Showcase Chicago, IL Meeting Planners $1500 Your Military Reunion Connection Nashville, TN Military $895 Alabama Motorcoach Shreveport, LA Tour Operators/Owners $895 Connect – Collinson Media Orlando FL Orlando, SMERF $3200 Going on Faith Cabarrus County, NC Religious $895 Rejuvenate – Collinson Media Daytona Beach, FL Religious $3200 Boomers in Groups Little Rock, AR Niche $1195 Florida Motorcoach TBD Tour Operators/Owners $895 Visit Florida Programs Various Various $5500 AAA Show Montgomery, AL Leisure $79 Militaryy Familiarization Tour Emerald Coast Militaryy $4500 $ Collateral/Promotional Items $10000 Transportation/Lodging/Meals* $25150* $77,569 *not accounted for in a ‐548xxx promotions account 5  106 Sales Team Marketing Plan TRADE SHOW Location Market Cost Small Market Meetings Conference Mesa, AZ Corporate/Meeting Planners $6495 TSAE Education Day & Trade Show Tallahassee, FL Corporate/Meeting Planners $870 MSAE‐LSAE Joint Conference Orange Beach, AL Association Planners $1650 Rejuvenate – Collinson Media & Events Daytona Beach, FL Religious Meeting Planners $1450 PCMA Annual Conference Boston, MA Association Planners $3000 GAMPI Meetings & Exploration Conference Atlanta, GA Corporate/Association Planners $2000 SGMP National Education Conference Portland OR Portland, Government Planners $1995 CMCA Conference Colorado Springs, CO Religious Meeting Planners $3250 Collaborative Marketplace – Collinson Media Portland, OR Corporate Meeting Planners $3000 ASAE Springtime in the Park Washington, DC Govt/Corp/Assn Planners $3795 MPI Professional Education Conference Minneapolis, MN Regional, National, Corporate $1100 Plan Your Meetings Dallas, TX Govt/Corp/Assn Planners $1500 MPI SE Education Conference Amelia Island, FL Govt/Corp/Assn Planners $2500 Connect – Collinson Media & Events Orlando,, FL Govt/Corp/Assn / p/ Planners $2150 $ Transportation/Lodging/Meals* $7500* $42,255 *not accounted for in a ‐548xxx promotions account 6  107 Sales Team Marketing Plan SALES TRIPS Affiliation Market Cost Birmingham/Montgomery, AL ACAE Corporate/Association Planners $300 Huntsville/Montgomery, AL n/a Government/Corporate Planners $300 New Orleans, LA LSAE Corporate/Association Planners $300 Atlanta, GA MPI/GSAE Corporate Meetings $600 Jackson, MS n/a Corporate/Association Planners $700 Montgomery, AL ACAE Association Planners $300 Tallahassee FL Tallahassee, TSAE Govt/Corp/Assn Planners $300 Transportation/Lodging/Meals* $3500* $6,300 TRADE SHOWS & SALES TRIPS Cost Promotional Items $8200 Collateral $5000 $13,200 *not accounted for in a ‐548xxx promotions account 7  108 Events Team Marketing Plan Market Cost Exhibition Pad Grand Opening/Familiarization Tour Local & Out of Area Clients $77100 Exhibition Pad Branding/Integrated Collateral ECCC Clients $15000 Exhibition Pad Familiarization Tours Existing Clients $5000 Exhibition Pad Familiarization Tours Potential Clients $5000 Todd Oliver Show Leisure $1600 $103,700 LOGO’D ITEMS FOR CLIENTS Cost Gift Items (e.g. hat, cup, lip balm, towel, etc) $5000 Stationary Sets $650 Golf Sets $1800 $7,450 8  109 Film Commission Marketing Plan Location Market Cost Film Commissioner Salary $38000 Rally in Tally (March) Tallahassee, FL $0 Tribeca Film Festival (April) New York, NY $2000 Producers Guild Conference (June) Los Angeles, CA $3000 Indie Slate Sundance Promotional Ad $1000 Website Hosting & SEO (filmemeraldcoast.fl) $4068 Postage/Freight* Postage/Freight $532* $532 Transportation/Lodging/Meals* $16400* Location Photo Gallery Platform* $900* Film Florida Membership* $600* $66,500 *not accounted for in a ‐548xxx promotions account 9  110 Local Event Participation LOCAL EVENTS Market Cost Okaloosa Island Mardi Gras Leisure $1000 Sock Hop Snowbirds $2000 Winter Guest Fest Snowbirds $500 Destin Snowbird Welcome Snowbirds $100 Fort Walton Snowbird Welcome Snowbirds $100 Burning Up the Beaches 2013* Niche – Car Enthusiasts $7500 Burning Up the Beaches 2014* 2014 Niche – Car Enthusiasts $7500 $18,700 *Prior Director initiative pending resolution 10  111 Other Marketing Activities Market Cost Airport Displays Groups/Meetings/Conventions $4100 Destin Chamber of Commerce Directory Groups/Meetings/Conventions $1000 FWB Chamber of Commerce Directory Groups/Meetings/Conventions $1000 emeraldcoastfl.com Leisure $6660 emeraldcoastconventioncenter.com Groups/Meetings/Conventions $1500 myemeraldcoastevent.com ECCC website enhancements Groups/Meetings/Conventions $50000 Communications (e.g. newsletters, press releases) Various $6000 Environmental Council Beach Cleanups $9000 GeoCaching Leisure $10000 EcoToursim Leisure $10000 Promotional Items Leisure $10000 Social Media Content Development Leisure $10000 Entertainment Expenses/Meals for Meetings Tourism Industry Professionals $2600 Last Minute Deals** Various $131,248 $253,108 **Last Minute Deals reflects funding for unanticipated marketing/promotional opportunities that may become available March – September 2014. To the greatest extent possible, such opportunities will be presented to the TDC for recommendation to the BCC for approval in advance. However, these funds are available for appropriation by the Tourist Development Director with concurrence of the County Administrator if a time‐ sensitive opportunity would be lost due to the timing of regular TDC and BCC meetings required to obtain advance approval. Total cost of the opportunity must be less than $35,000 and County Administrator approval is required regardless of dollar amount. The TDC and BCC will be apprised of the use of these dollars at their next 11 regularly scheduled meetings.  112 In‐House Marketing Plan Budget Cost Destination Team $77,569 ECCC Sales Team $61,755 ECCC Events Team $111,150 Film Commission $66,500 Local Event Participation $18,700 Other Marketing Activities $253,108 $588 782 $588,782 Transportation/Lodging/Meals* ($54,582)* $534,200 *not accounted for in a ‐548xxx promotions account 12  113 FY 2013‐14 Summary St t i M Strategic Marketing k ti PlPlan B Budget d t Cost Ad Agency Strategic Marketing Plan $2,600,000 In‐House Strategic Marketing Plan $588,782 Special Events & Sponsorships $375,000 ((awarded d d per Section F off TDD Manual) l) FY 2013‐14 Strategic Marketing Plan $3,563,782 Transportation/Lodging/Meals* ($54,582)* Budgeted Promotional Activities (548xxx accts) $3,509,200 *not accounted for in a ‐548xxx promotions account 13