Okaloosa County BOCC — July 30, 2015 — I. f. FY15 SMP Amendment

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: July 30, 2015 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director Shantelle Dedicke, Marketing Manager SUBJECT: FY 2014-15 Strategic Marketing Plan Amendment STATEMENT OF ISSUE: Request approval to amend the FY 2015 Strategic Marketing Plan. BACKGROUND: Pursuant to Section D.200(2) of the Tourist Development Department Operations and Procedures Manual, the Strategic Marketing Plan (SMP) sets forth the proposed marketing activities and expenditures for the year. Amendments to the SMP shall be reviewed and approved by the TDC and the TDC’s recommendation presented to the BCC for final approval in the form of a Resolution. Formally amending the SMP for each change is cumbersome and results in a confusing document. As changes have been identified, staff has sought TDC and BCC approval. This SMP amendment formally memorializes changes approved during the last quarter (Collinson Media, Military Reunions), corrects the campaigns for certain placements, and increases the County’s portion of Atlanta Eats. A cooperative partner with the Atlanta Eats media buy canceled participation, and seeking a replacement partner was not feasible because video shooting had already occurred and the value of the co-op therefore greatly decreased for a replacement partner. Overall, the SMP budget has increased by $1,389 to $3,382,799 due to Atlanta Eats. Revisions to the SMP previously adopted are denoted in red font. Currently proposed revisions are denoted in green font as deletions or additions in the attached document. OPTIONS: Approve or Deny RECOMMENDATION TO BCC: Approve the amended FY 2014-15 Strategic Marketing Plan as presented.  FY 2014-15 Strategic Marketing Plan (Amended) TDC 07/30/15 ~ BCC 08/18/15  FY15 CONSOLIDATED STRATEGIC MARKETING PLAN Activity Dollars Dollars Dollars Promotional Items & Collateral (Trade Shows, Sales Calls, Film Visitor Center, ECCC, & Other) $83,370 $83,370 $83,370 Local Event Promotional Activities $4,700 $4,700 $4,700 Trade Show Fees $65,655 $65,655 $65,655 Advertising Agency (Base Services & Travel) $465,000 $465,000 $465,000 Advertising Agency (Media Planning & Purchasing) $100,000 $100,000 $100,000 Website Development & Maintenance $82,500 $82,500 $82,500 Familiarization Tours, Press Visits $70,400 $70,400 $70,400 Media Campaign (Fall/Winter, Christmas, Snowbird, Spring/Summer, Non-Seasonal/Niche) $1,704,540 $1,703,826 $1,705,215 Media Campaign (Groups, Meetings/Conventions) $210,235 $210,141 $210,141 Campaign Production $200,000 $200,000 $200,000 Special Events (Application Funding & Direct Advertising) $225,000 $210,000 $210,000 Airport, Welcome Center, & Publication Advertising $11,210 $11,210 $11,210 Promotional Reserve $100,000 $100,808 $100,808 Destin to Fish Television Show Production $0 $73,800 $73,800