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

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 $3,322,610 $3,381,410 $3,382,799 TDC 07/30/15 ~ BCC 08/18/15  FY15 LEISURE Media Placement Opportunity Impressions Campaign Dollars Dollars Dollars T.O. Official VF Visitor’s Guide FP4C: Jan 2015 with e-book inclusion 600,000 Spring, $15,956 $15,956 $15,956 147 Summer, Fall Beaches, Resorts & Parks FP4C: Dec 2014 – Jul 2015 400,000 Spring, $6,020 $6,020 $6,020 147 Summer, Fall Life’s A Beach FP4C: Sep Oct 2014 – Oct Sep 2015 500,000 Spring, $9,925 $9,925 $9,925 147 Summer, Fall Coastal Living FP4C: Nov 2014 and Visit Florida Feb & Apr – 1,407,969 Spring, $72,000 $24,000 $24,000 147 includes bonus advertorial, leads, online travel deal Summer, features, e-newsletters with leads, mini co-op in Christmas Mar & May 2015 issues, e-version with links Southern Living HP4C: Jan and Mar 2015 – includes RSC for leads 4,150,000 Spring, $90,262 $90,262 $90,262 147 Summer Better Homes & Gardens, HP4C: Feb and March 2015 – Visit South – includes 1,000,000 Spring, $27,115 $27,115 $27,115 147 EveryDay with Rachel Ray, advertorial, SM and lead generation Summer More, Family Circle Better Homes & Gardens, HP4C: Jun and July 2015 – 2,500 leads guaranteed 300,000 Summer, Fall $13,950 $13,950 $13,950 147 EveryDay with Rachel Ray, and lead generation More Collinson Media: FP4C: Visit Florida – Out-Of-State – Feb 2015 – 8,500,000 Spring, $25,000 $0 $0 147 Newspaper Insert includes 4,000 leads and digital impressions Summer Collinson Media: FP4C: Visit Florida – America’s Best Vacations – Apr 8,500,000 Spring, $25,000 $25,000 $25,000 147 Newpaper Insert 2015 – includes 4,000 leads and digital impressions Summer Collinson Media: HP4C: Visit Florida – Fall 2014, Oct 14 – includes 8,530,000 Fall $20,000 $20,000 $20,000 147 Newspaper Insert 4,000 leads and digital impressions. Also includes HP4C Co-op print and Atlanta e-blast Escape to Southeast FP4C: Jan 2015 – Escape to SE Travel Guide - 250,000 Spring, $3,400 $3,400 $3,400 147 includes lead generation Summer, Fall Texas Monthly HP4C: Mar, May (Visit Florida) & Aug 2015 – 919,053 Spring, $27,984 $27,984 $27,984 147 includes advertorial, digital and lead generation Summer, Fall Atlanta Magazine HP4C: Dec 2014, Mar & Sept 2015 – 100% Visit 202,155 Spring, $8,067 $8,067 $8,067 147 Florida – includes advertorial and digital Summer, Fall Canadian Traveller FP4C: Visit Florida 2015 Canadian Guide – Jan, 2015 1,520,000 Snowbirds $26,100 $21,175 $21,175 147 & FP4C: Canadian Traveller Fall Guide – Aug 2015 plus 12x e-newsletters, 6x online articles with 2x Social Media pushes, sweepstakes (print, online, e- blast promotion) and 4+ page Destination Feature of the Week in CT TRAVEL INDUSTRY publication Dreamscapes 2/3P4C: Visit Florida Fall/Winter (10/22/14) & 212,000 Snowbirds $7,900 $7,900 $7,900 147 Winter (11/26/14) – includes editorial features Crossings FP4C: Visit Florida Fall/Winter (10/10/14) – includes 150,000 Snowbirds $4,500 $4,500 $4,500 147 editorial feature Toronto Life FP4C: Visit Florida – Escape to the South – Jan 2015 89,082 Snowbirds $11,387 $11,387 $11,387 147 – includes e-version International Travel Guide HP4C: Visit Florida – Jan 2015 – includes e-version 74,925 Spring, $6,110 $4,775 $4,775 147 and video links Summer, Fall, Snowbirds Fishing Guide Official State Fishing Guide 165,000 Spring, $0 $10,800 $10,800 147 Summer, Fall National Cable Estimated 380x :30 & :15 spots: Weather Channel & 41,489,000 Spring, $270,000 $375,000 $375,000 148 Cooking Channel Travel Channel Summer, Fall Bill Dance TV TV segments, FB, banner ads, endorsement & usage 8,475,000 Spring, $55,000 $55,000 $55,000 148 Summer, Fall TDC 07/30/15 ~ BCC 08/18/15  FY15 LEISURE Media Placement Opportunity Impressions Campaign Dollars Dollars Dollars T.O. Destination Network TV :30 & :15 spots: 28 weeks 12,261,000 Spring, $42,500 $42,500 $42,500 148 Summer, Fall Satellite Radio Estimated 852x :30 spots, 17 weeks 23,316,000 Spring, Fall, $38,250 $38,250 $38,250 148 Christmas Spot Market Radio Brand & Promotional Radio, 12 weeks 22,099,060 Spring, $113,000 $113,000 $113,000 148 Summer, Fall, Christmas Atlanta Braves Radio package in negotiation TBD Spring,