Okaloosa County BOCC — Sep 9, 2013 — BP_Presentation — reading text

January 1 – March 31, 2014 BP Spend October 24, 2013  BP Budget Total Allocation: • $957,471 Timing: • December 1, 2013–March 30, 2014 • All dollars are required to be spent by March 30, 2014 2  Summary Vendor Opportunity Impressions Dollars 2-3 networks ; :30s and :15s ; February - National Cable 21,475,770 $390,000 April and June through August 2014 TV segments featuring EC, full year national Bill Dance TV exposure, YouTube episodes, 26x 8,475,000 $55,000 Facebook fishing updates Southern Living 2/3 page, 4C ad – March 7,925,568 $62,000 Golf Digest/Architectural FP, 4C – February 2014 issue 1,628,660 $73,550 Digest Satellite Radio :30 sec schedules Nationally, January - March 19,734 $32,895 Commercial spots and EC produced segments, visitor info network – thru SE Destination TV 19,073,500 $64,026 hotel/condo rooms from January through September 3  Summary Vendor Opportunity Impressions Dollars Performance-Targeted RocketFuel 13,946,822 $90,000 Banners Adara BT/Geo-Targeted Banners 5,593,880 $60,000 Travelandleisure.com, Run of Site Banners 2,000,000 $41,255 Foodandwine.com Brand Television $65,745 Event/Brand Photography $23,000 GRAND TOTAL 80,138,934 $957,471 4 Appendix 5  National Cable Highlights: • Purchase :30 second and :15 second spots to extend overall presence • 2 – 3 networks deep • Travel-related content, female-skewing networks Rationale: • Strong brand awareness generating tactic • Target audience is a heavy cable viewer Investment & Return: • Cost: $390,000 • Impressions: 21,475,770 minimum 6  Destination Network TV Highlights: • Visitor information network throughout SE hotel & condo rooms, serving resort & cultural destinations • Commercial spots and specially produced Emerald Coast segments • Schedule supporting all key booking windows Rationale: • Audience is relaxed, receptive and looking for new experiences • Key markets: Atlanta, New Orleans, Gulf Coast of FL/AL, Grand Strand of SC, Lowcountry and Florida Keys Investment & Return: • Cost: $64,026 • Impressions: 19,073,500 7  Bill Dance Sponsorship: TV+ Highlights: • Television segments filmed & featuring Emerald Coast • Full year national television exposure • 26x Facebook “fishing conditions” updates • Billdanceoutdoors.com banner ads • Bill Dance YouTube – Emerald Coast episodes • Bill Dance personal endorsement & usage Rationale: • #1 fishing authority on TV • Airs on 3 cable networks: NBC Sports, Outdoor Channel and newly added Destination America Investment & Return: • Cost: $55,000 • Impressions: 8,475,000 8  Satellite Radio Highlights: • 4 channels per week • 1515 :30 second spots • Provides coverage in all major booking window – 6 weeks Rationale: • Strong radio option for target audience • Provides coverage in key markets and beyond Investment & Return: • Cost: $32,895 • Impressions: 19,734 9  Golf Digest/Architectural Digest Highlights: • Circulation: 1,628,660 • Full Page 4C ad: February 2014 • East North Central Region: IL, IN, MI, OH, WI Rationale: • Spent 3+ nights in hotel past year 205 Index • Visited Florida in past year 216 Index • Participated in boating/fishing 227 Index Investment & Return: • Cost: $73,550 • Impressions: 1,628,660 minimum Source: MRI Doublebase 2012 10  Southern Living Highlights: • Circulation: 2,687,235 • 2/3 4C Page ad: March • Flat rates y-o-y at 35% discount Rationale: • Enthusiastic travelers • High propensity for travel to Florida: 163 Target Index • 1/3 of circulation is within drive distance of Emerald Coast Investment & Return: • Cost: $62,000 • Impressions: 7,925,568 Source: MRI Doublebase 2012 11  Adara Highlights: • Adara is an audience platform that uses first party data to reach qualified travel audience across its network of premium sites (sample site logos noted) • Placements proposed: • Standard display banners • Pre-roll Rationale: • Leverages relevant data points to reach relevant target segments across its network of sites • Purchase history • Recent search queries • Demographics • Travel patterns • Life stage/Lifestyle • Psychographics • Allows for targeted scale Investment & Return: • Cost: $60,000 • Impressions: 5,593,880 • 600,000 bonus impressions ($5,700 value) 12  Rocket Fuel Highlights: • Rocket Fuel is a Demand Side Platform network that utilizes algorithms to take into account a consumer’s online behavior, location, time of day, creative execution, etc. that drove performance on the advertiser’s site; Rocket Fuel then adjusts its placement mix and creative mix accordingly in an effort to deliver high priority site side actions • Placements proposed: • Standard display banners • Pre-roll • Sample site logos provided Rationale: • Allows for targeted scale • Auto optimization to core site side actions, ensuring dollars are spent on highest-performing placements Investment & Return: • Cost: $90,000 • Impressions: 13,946,822 13  Travel + Leisure/Food & Wine Highlights: • Travel + Leisure/Food & Wine • 2 million online impressions across these premium sites , running in March Rationale: • Travel + Leisure/Food & Wine commitment builds off of previously outlined print buy, helping to build general destination awareness in the months leading up to the summer travel season Investment & Return: • T+L/F&W: Cost: $41,255 (only sold as package with print) • Impressions: 2,000,000 14