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

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