Okaloosa County BOCC — June 21, 2016 — Board — reading text

THE HEART OF = FLORIDA'S EMERALD COAST DESTIN | FT. WALTON BEACH OKALOOSA ISLAND TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: June 14, 2016 TO: John Hofstad, County Administrator FROM: Ed Schroeder, Tourist Development Department Director %J ¢ // }/// é SUBJECT: June/July Media Buy Approval — in excess of $50,000 Allegiant Air Contract C16-2404-TDD Attached are media buy sheets for June/July requiring Board approval, as well as the media plan approved by the Board on May 17 and the revised plan reflecting the media buy sheets. Dates shifted a little, but costs are actually lower than those originally approved. Media buy sheets for TV and radio are set up to reflect billing month. Media buy sheets for out-of-home are set up based on placement rather than month. These buy sheets will be placed on the June 21 Board agenda for approval. FLL Fort Lauderdale Radio 7/4-7/24 $80,414.25 /[ V Approved Denied Z/fl/u%%maflL @|le [ Zan @rak, Purchasing Manager Date “ Approved Denied Jo ofstadf?fifity Administrator Date Approved Denied Charles K. Windes, Jr., Chairman Date TOURIST DEVELOPMENT DEPARTMENT ATTORNEY APPROVAL FORM CONTRACTOR NAME: ALLEGIANT AIR CONTRACT #: C16-2404-TDD TASK/PURCHASE ORDER #: June/July Media Buy Approval TASK/PURCHASE ORDER AMOUNT: Per attached memo dated June 14, 2016 I have reviewed the above-referenced task/purchase order and find it to be in compliance with the terms of the contract, Tourist Development Department Operations & Procedures Manual, the Okaloosa County Purchasing Manual and applicable local, state and federal laws, rules and regulations. (Initial applicable authorization) ]H This approval authorizes the goods/work described in the attached Task or Purchase Order to be performed or acquired. This approval authorizes the goods/work described in the attached invoice(s) to be processed for payment. APPROVED AS TO FORM AND LEGALITY: q.g> TDD ORNEY LYNN HOSHIHARA JUNE 14, 2016 EXHIBIT A SCOPE OF SERVICES SCOPE: Contractor agrees to perform advertising and marketing services in accordance with the media schedule attached as EXHIBIT B (the “Media Plan”), as may be amended in writing and executed by the parties quarterly. Advertising and marketing services shall include, but not be limited to, creative, production, media planning and purchasing, and paid media. Contractor will be reimbursed for actual paid media costs only. Paid media costs consist of third-party charges for actual media placements and production such as Traditional Paid Media (Print, Outdoor, Broadcast) and Online Paid Media (Display Advertising, Facebook, Google Keyword, ete.). Contractor shall develop all creative at no cost to the County. PAID MEDIA APPROVAL: The County recognizes the importance of the Contractor’s ability to remain flexible in placing media that is responsive to market conditions. On a quarterly basis in advance, the Contractor shall provide an updated Media Plan identifying, at minimum, the media type, market, unit, impressions, and cost. The Media Plan will be presented to the Tourist Development Council and Board of County Commissioners for approval at a regularly scheduled meeting. The Board-approved Media Plan will be provided to the Contractor and shall be included as backup with each invoice. [ Actual dollar spend may shift by week, but will not exceed the quarterly total \) Contractor_shall obtain prior approval from the County before placement of any media. To obtain approval for a specific media placement, Contractor shall email the Tourist Development Department Director (TDD Director) the media buy sheet and associated creative. The media buy sheet will be approved in accordance with the County’s procurement approval thresholds. The creative will be approved by the TDD Director. The approved media buy sheets and approved creative will be provided to the Contractor and shall be included as backup with each invoice. PROCUREMENT: In consideration as to whether a particular vendor or media source meets the needs of the County, the Contractor may consider, but is not limited to, price, size, placement location, added value items (e.g. online banners, e-blasts, social media), time of day, season, and target audience. Competitive pricing from media sources that reach the desired target audience for media placements and comply with FAA regulations for fare-based advertising is obtained by the Contractor’s media buying team, and shall be deemed to satisfy the competitive bid process of the County’s Purchasing Manual. REPORTING: Quarterly reporting of load factor, total number of seats into Destin-Fort Walton Beach (VPS), and incremental web traffic shall be provided by the Contractor within 30 days of quarter-end. Quarters are defined as January-March, April-June, July-September, and October- December. Reimbursement for paid media services may be withheld pending receipt of quarterly reports. USE OF LOGO: The Emerald Coast logo shall be used in the Contractor’s advertising and marketing of Sub-County Taxing District. However, the County recognizes including the Page 6 of 8 e alleglant Travel Is our deal. Allegiant VPS Media Plan SK+G Estimated 2016 Estimated Totals Media Market Average Weekly Unit June July A25-54 Cost CPM GIMP 30 [ 6 [ 13 ] 20 27 ] 4 | 11 ] 18] 25 | impressions X BLV v St. Louis 0 :30 s - Radio St. Louis 1,553,356 60 13,980,200 | $ 69,383 | $ 5 OOH St. Louis 1,203,808 4-5 Digital 14,445,696 | $ 29,000 | $ 2 Panels Print Belleville 50,000 Insert BLV Total 2,757,164 S 44,883 | $ 53,500 | 28,425,896 | $ 98,383 | $ 3 (a5 v Cincinnati 866,600 :30 3,466,400 | $ 39,364 | $ 11 Radio Cincinnati 948,938 :60 20 $24,179 7,591,500 | $ 53,607 | § 7 OOH Cincinnati 400,000 3-4 Digital O_f 4,800,000 | $ 36,000 $ 8 Panels CVG Total 2,215,538 | $ 86,792 | $ 42,179 128 MEM v Memphis 687,500 00 2,750,000 | $ 25334 | $ 9 $25,334 Radio Memphis 66,500 100 | 4,788,000 | $ 27,179| $ 6 $11,978 0OH Memphis 400,000 5,000 4,800,000 | $ 12,000 $ 3 OKC v Oklahoma City 848,129 :30 $41,750( $ - 5,088,773 | $ 41,750 | $ 8 Radio Oklahoma City | 872,700 60 150 150 150 150 | $22,500 6,981,600 | $ 46,590 | $ 7 OOH Oklahoma City | 750,000 |3 digital panels|” " "$17/000] & 9,000,000 | $ 34,000 | $ OKC Total 2,470,829 | $ 81,250 | $ 41,090 | 21,070,373 [ $ 122,340( $ 6 TS v Knoxville 457,092 :30 $ = 8 = 1,828,368 | $ - s Radio Knoxville 474,900 60 150 150 $ = $15,000 2,849,400 | $ 15,000 | $ 5 OOH Knoxville 309,188 3 digital panels 810,44 2,782,694 | $ 10,440 | $ 4 TYS Total 1,241,180 $ EEEES 25,440 7,460,462 | § 25,440 | $ 3 FLL v Miami-Ft. Ldrd 0 :30 $ - s . $ B Radio Ftlauderdale | 2,900,400 130 150 150 150 150 150 $116,280 $89,040| 29,004,000 | $ 205,320 | $ 7 0OH Ft Lauderdale 1,900,000 |3 digital panels 812,375 LR 875 22,800,000 | $§ 24,750 | $ 1 FLL Total 4,800,400 $ 128,655 | $ 101,415 | 51,804,000 | $§ 230,070 | § 4 2,859,321 $ 106,448 | $ - 13,133,541 106,448 | $ 8 6,816,793 $ 213,792 | $ 203,287 | 65,194,700 417,079 | $ 6 4,962,996 S 67,875 | $ 78,315 | 58,628,390 146,190 | $ 2 $ 388,115 | $ 281,602 | 136,956,631 | $ 669,717 | $ 5 All costs are planning costs, and subject to change until final negotiatior Me alleglant Travel is our deal: Allegiant VPS Media Plan Radio OOH Radio OCH Cincinnati Cincinnati Cincinnati Memphis Memphis Memphis Oklahoma City Oklahoma City Oklahoma City Knoxville Knoxville Knoxville Miami-Ft. Ldrd Ft Lauderdale Ft Lauderdale 866,600 948,938 400,000 687,500 66,500 400,000 848,129 872,700 750,000 457,092 474,900 309,188 2,900,400 1,900,000 :30 :60 3-4 Digital Panels :30 60 3 digital panels :30 :60 3 digital panels :30 :30 3 digital panels 100 100 100 100 $19,521 $19,810 125 125 $14,731 $14,693 $24,443 100 $14,048 $12,283 $7,600 $7,600 $20,787 $11,645 150, 150 $11,979 $20,566 150 $34,935 00| 150 $105,281 3,466,400 7,591,500 4,800,000 2,750,000 4,788,000 4,800,000 5,088,773 6,981,600 9,000,000 2,849,400 2,782,694 29,004,000 22,800,000 39,331 53,867 35,790 26,331 27,179 12,000 41,353 46,580 34,000 14,999 10,400 130,148 21,310 Estimated Estimated Totals Media Market Average Weekly Unit June July AZSde ont cPm GImP 30 [ 6 [ 13 20 27 [ 4 | 11 ] 18 [ 25 | Impressions X BLV v St. Louis 0 :30 S - - Radio St. Louis 1,553,356 :60 $54,719( 13,980,200 71,031 $ 5 OOH St. Louis 1,203,808 4-5 Digital 14,445,696 27,900 [ $ 2 Panels Print Belleville 50,000 Insert v w o 2,859,321 S 54,356 | $ 52,659 | 11,305,173 107,015 | $ 9 6,816,793 S 75117 | $ 268,687 65,194,700 343,804 | $ 5 S - 15 141,400 | 58,628,390 141,400 | $ 2 S L } 592,219 1 All costs are planning costs, and subject to change until final negotiatior Buy Detail Report (Special Format) 6/10/2016 Client: Aliegiant Air Estimate: 4664 Media: fl Description: FLL-VPS June 2016 Radio Co-Op Product: FLL Survey: Mar16 MSA CustRadio Market: w Buyer: Marta Nguyen Flight Date: 6/20/2016-7/24/2016 # of SPOTS PER WEEK Total STN Net Station Format Day DP Time Program Dur Spots Cost WBGG-FM M-F AM 6:00a-10:00a 30 24 $85.00 M-F MD 10:00a- 3:00p 30 5 5 5 15 $55.25 Station Total: 39 $2,868.75 WFEZ-FM M-F AM 6:00a-10:00a 30 8 8 8 24 $148.75 M-F MD 10:00a- 3:00p 30 8 8 8 24 $110.50 M-F PM 3:00p- 7:00p 30 8 8 8 24 $153.00 M-F EV 7:00p-10:00p 30 5 5 5 15 $42.50 Sa-Su WK 10:00a- 7:00p 30 8 8 8 24 $42.50 Station Total: 111 $11,551.50 WHQT-FM M-F AM 6:00a-10:00a 30 8 8 8 24 $306.00 M-F MD 10:00a- 3:00p 30 8 8 8 24 $161.50 M-F PM 3:00p- 7:00p 30 8 8 8 24 $178.50 M-F EV 7:00p-10:00p 30 5 5 5 15 $51.00 Sa-Su WK 10:00a- 7:00p 30 8 8 8 24 $68.00 Station Total: 111 $17,901.00 WHYI-FM M-F AM 6:00a-10:00a 30 8 8 8 24 $127.50 M-F MD 10:00a- 3:00p 30 8 8 8 24 $85.00 M-F PM 3:00p- 7:00p 30 8 8 8 24 $140.25 Sa-Su WK 10:00a- 7:00p 30 8 8 8 24 $63.75 Station Total: 96 $9,996.00 WLYF-FM M-F AM 6:00a-10:00a 30 8 8 8 24 $199.75 M-F MD 10:00a- 3:00p 30 8 8 8 24 $195.50 M-F PM 3:00p- 7:00p 30 8 8 8 24 $208.25 M-F EV 7:00p-10:00p 30 5 5 5 15 $21.25 Sa-Su WK 10:00a- 7:00p 30 8 8 8 24 $55.25 Station Total: 111 $16,128.75 WMGE-FM M-F AM 6:002-10:00a 30 8 8 8 24 $106.25 M-F MD 10:00a- 3:00p 30 8 8 8 24 $63.75 M-F PM 3:00p-7:00p 30 8 8 8 24 $106.25 Sa-Su WK 10:00a- 7:00p 30 8 8 8 24 $55.25 Station Total: 96 $7,956.00 WMIA-FM M-F AM 6:00a-10:00a 30 5 5 5 15 $85.00 M-F PM 3:00p- 7:00p 30 5 5 5 15 $106.25 Sa-Su WK 10:00a- 7:00p 30 6 6 6 18 $38.25 Station Total: 48 $3,557.25 WMXJ-FM M-F AM 6:00a-10:00a 30 8 8 8 24 $114.75 M-F MD 10:00a- 3:00p 30 8 8 8 24 $93.50 Page: 10f 2 Buy Detail Report (Special Format) 6/10/2016 Client: Allegiant Air Estimate: 4664 Media: Radio Description: FLL-VPS June 2016 Radio Co-Op Product: FLL Survey: Mar16 MSA CustRadio Market: Miami-Ft. Lauderdale Buyer: Marta Nguyen Flight Date: 6/20/2016-7/24/2016 # of SPOTS PER WEEK 7/4 711 7018 Total STN Net Station Format Day DP Time Program Dur 7110 7mM7 7124 Spots Cost M-F PM 3:00p- 7:00p 30 8 8 8 24 $127.50 M-F EV 7:00p-10:00p 30 5 5 5 15 $17.00 Sa-Su WK 10:00a- 7:00p 30 6 6 6 18 $42.50 Station Total: 105 $9,078.00 WSFS-FM M-F PM 3:00p- 7:00p 30 5 5 5 15 $63.75 M-F EV 7:00p-10:00p 30 5 5 5 15 $12.75 Sa-Su WK 10:00a- 7:00p 30 6 6 6 18 $12.75 Station Total: 48 $1,377.00 Spots Per Week 255 255 255 765 Cost Per Week 26,805 26,805 26,805 80,414 SCHEDULE TOTALS TOTAL SPOTS: 765 TOTAL COST: m Disclaimer: Broadcast month invoicing is required. SKG requires that all Radio invoices be sent electronically through one of the following services: Emedia Trade (EMT10521), SpotBuySpot/radioinvoices (Schadler Kramer Group-9912665), Marketron (#97351) and SpotData (IDB #997). You must include the SK+G estimate number above in your electronic invoice for this buy or review & payment of your invoice will be delayed. This schedule, including costs and ratings, is confidential and proprietary, and may not be shared with any entity other than SK+G and client. Page: 2 of 2