Okaloosa County BOCC — February 3, 2015 — FY 2015 SMP Revision — agenda request

BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: February 3, 2015 TO: Honorable Chairman and Members of the Board FROM: Ed Schroeder SUBJECT: FY 2015 SMP Revision DEPARTMENT: Tourist Development Department BCC DISTRICT: All STATEMENT OF ISSUE: The Strategic Marketing Plan (SMP) sets forth the proposed marketing activities and expenditures for the year. Any amendments to the SMP shall be reviewed and approved by the TDC and the TDC’s recommendation presented to the Board for final approval in the form of a Resolution. BACKGROUND: At its November 20, 2014 meeting, the TDC voted to recommend modifying the marketing plan to reach more active travelers with a $150K+ household income through placements on the Travel Channel instead of the Cooking Channel. To maintain the same level of impressions (e.g. broadcasts), $105K was reallocated from Coastal Living, Collinson Media, Southern Living, and International Travel Guide to the Travel Channel. Other SMP changes include placement in the Florida Fishing & Boating Guide, higher costs in the co-op program due to lower than anticipated partner participation, and adjustments to the groups and meetings/conventions plans as a result of final media placement negotiations. Overall, the SMP budget has a net increase of $59K as a result of $15K transferred out to capital for the purchase of an interactive trade show booth and $74K transferred in from reserves for Destin to Fish television show production. The Strategic Marketing Plan must be revised in the form of a Resolution to reflect these changes. Changes are denoted in red font with deletions stricken-through and additions underlined on the attached FY 2014-15 Strategic Marketing Plan - Revised. The Tourist Development Council reviewed the revised SMP and voted to recommend approval at its January 22, 2015 meeting. OPTIONS: Approve or Disapprove RECOMMENDATION: Approve Resolution 2015-__ adopting the Okaloosa County Tourist Development Department FY 2014-15 Strategic Marketing Plan - Revised; a copy of which is attached. RECOMMENDED BY: APPROVED BY: John Hofstad, County Administrator