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Okaloosa County BOCC — March 27, 2014 — V.b. TDC_Presentation_3.27.14 — reading text
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AGENCY REPORT
March 27, 2014
Achieving Success
Achieving Success
• Differentiating messaging
• Broadening the seasons
• Ensuring competitive spending
Differentiating
Messaging
What is the most valuable thing we have to offer?
• We are a beach vacation destination that appeals to people of all
ages and all interests
• We are the perfect place to bring friends and family together
• We can help ensure the survival of the family vacation – family
members won’t drop out as their lifestages and interests change
Our Personality
Emerald Coast
• Active • Welcoming
• Exciting • Fun
• Adventurous • Whimsical
• Inspiring • Happy
• Vibrant • Unpretentious
Online Banners
Facebook
Instagram
Instagram
EmeraldCoasting.com
Broadening the Seasons
Broadening the Seasons
• Northwest Florida’s visitation continues to grow
• Walton is taking the lead in market share and bed
tax revenue
• Okaloosa continues to grow in bed tax revenue
but market share declines
• Our goal is to take market share from Walton &
Bay in the Spring & Fall seasons
• Requires an aggressive media spend to out shout
the competition
Ensuring Competitive
Spending
Competitive Media Expenditure
Competitor's Media Expenditure
(2013 - 2014)
23%
20% 20%
19%
18%
Okaloosa Escambia Walton Bay Baldwin
Source: County Data and Agency Estimates
Competitive Media Expenditure without BP Dollars
Media Expenditure by County
without BP
(2013 - 2014)
26%
23%
20%
16%
14%
Okaloosa Escambia Walton Bay Baldwin
Source: County Data and Agency Estimates
Next Steps
Next Steps
• Launch campaign, March 27
• Media budget discussion, March 27
• Strategic Marketing Plan lodging partner meeting, March 28
• Share Strategic Marketing Plan draft with lodging partners, May 16
• Final Strategic Marketing Plan, May 29
Thank You