Okaloosa County BOCC — March 26, 2015 — I.c. Proposed FY16 Media Allocation

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: March 26, 2015 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director Shantelle Dedicke, Marketing Manager SUBJECT: FY 2015-16 Proposed Media Plan Allocation STATEMENT OF ISSUE: Provide a media plan allocation for FY 2015-16 to the ad agency. BACKGROUND: The timeline for developing the media component of the FY16 Strategic Marketing Plan (SMP) is as follows: • TDC to provide budget guidance 3/26 • Media negotiations occur April – May • SMP presented to TDC 5/28 and BCC 6/2 (if no TDC changes) or 6/16 (if TDC changes) • Final media negotiations completed by July; substantive changes to deals/packages unlikely • Task orders approved in August • Actual media placements/orders in late August/September • Ads start running in October Media allocation guidance must be provided before the ad agency can begin planning and negotiating with media outlets. The most recent study by DMAI indicated a noticeable shift from traditional (e.g. print, broadcast) to digital (e.g. online, mobile) media consumption. Staff suggests directing the ad agency to develop an SMP media allocation that further reflects current trends in media consumption by an affluent target audience. US Adult Weekly Media Consumption Emerald Coast Online, Leisure Marketing Allocation 33% Print, Online, Radio, Print, 25% 40% 14% 6% Other, 7% Radio, TV, 40% TV, 24% 11% OPTIONS: Approve or Deny directing the ad agency to develop an SMP media allocation that further reflects current trends in media consumption by an affluent target audience. Alternative recommendation may also be given. RECOMMENDATION TO BCC: N/A, for agency direction purposes only.