Okaloosa County BOCC — Sep 9, 2013 — reading text

5.a.1 Initiatives Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Conduct annual consumer research to measure ROI • Develop a year-long marketing campaign • Utilize a baseline of destination awareness • Layer on media flights during key booking windows to reach high potential segments • Maximize media budget and leverage added value exposure • Generate earned media through Public Relations • Create Social Media awareness and engagement through community management and cross-channel campaigns 16 Packet Pg. 64  5.a.1 2014 Booking Windows Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Booking Window Impact Period Primary Audience October– Thanksgiving – 2013 Christmas Mid-December New Year’s Families and/or couples Post-Spring Break – Couples and/or groups Spring January–March pre-Memorial Day without children Mid-January– Memorial Day – Summer Mid-June Mid-August Families Retired adults from Mid-August– December 2014 – northern climates Snowbirds November February 2015 (including Canada) Mid-August – Couples and/or groups Fall Mid-June–August Thanksgiving without children Mid-August– Thanksgiving – 2014 Christmas October New Year’s Families and/or couples 17 Packet Pg. 65  Year-round Campaigns 18 5.a.1 Packet Pg. 66 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 A Very Emerald Christmas Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Timing: October 3–December 20 • National Satellite Radio: 4 weeks • Online: TripAdvisor, Google, Southern Living, Visit Florida • Digital Outdoor, 1 month: Atlanta, Nashville, Birmingham • Regional Magazines, full page print ads: • Atlanta • Birmingham • New Orleans • Louisville • Nashville • Knoxville • Print: Southern Living and Texas Monthly 19 Packet Pg. 67  5.a.1 Packet Pg. 68 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Packet Pg. 69 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  Leisure Media Plan 22 5.a.1 Packet Pg. 70 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Leisure Plan Summary Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Television – national cable • National publications • Regional magazines • Continuous online presence, including pre-roll video • Radio • Digital outdoor boards Budget: • $1,194,800 23 Packet Pg. 71  5.a.1 Offline Summary Vendor Opportunity Impressions Dollars Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Visit Florida Guide 2-page, 4C spread – January release 600,000 $15,000 Play Florida FP, 4C ad – year round distribution 765,000 $28,650 Life’s a Beach FP, 4C ad – spring/fall/winter 500,000 $9,345 FP, 4C ad - Visit Florida: February & April Coastal Living 900,000 $47,740 2014 Beaches, Resorts, and Parks FP, 4C ad – full year presence 100,000 $9,030 2/3 page, 4C ad – November 2013 & August Southern Living 15,851,136 $124,000 2014 Family Circle, Family Fun, FP, 4C ad – May 2014 1,634,349 $53,574 Parents Bon Appetit/Architectural FP, 4C – July 2014 322,000 $72,770 Digest/Vanity Fair FP, 4C – May 2014 ; Custom advertorial Travel+Leisure/Food & creation ; digital Mar-May 2014 exposure ; 2,950,000 $0 Wine custom e-blast 24 Packet Pg. 72  5.a.1 Offline Summary Vendor Opportunity Impressions Dollars Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) 6 metro market ; Christmas Digital Outdoor TBD $40,000 2013 & 2014 windows FP, 4C – VF: Escape to the South Toronto Life 89,468 $10,949 – January 2014 FP, 4C – February 2014 issue Crossings FL editorial and guaranteed EC 150,000 $4,500 content FP, 4C units – top-feeder Regional Magazines markets, Christmas, 3,179,379 $23,624 Spring/Summer, Fall :30 sec schedules Nationally for Satellite Radio 29,500 $30,895 all key campaigns 25 Packet Pg. 73  5.a.1 Online Summary Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Vendor Opportunity Impressions Dollars Yahoo BT/Geo-Targeted Banners 27,225,916 $117,000 Google Keyword Text Ads N/A $73,706 Targeted Tile Ads, Promoted Facebook N/A $26,296 Posts Run of Site Banners, CanadianTraveller.net 159,000 $8,700 Newsletter, Social Media Mind Ad Server Ad Serving Fees N/A $10,855 OFFLINE SUB TOTAL $470,077 DIGITAL SUB TOTAL $236,557 FALL (OCTOBER ONLY) $177,739 CHRISTMAS 2013 $126,271 PASS THROUGH (Aviation & Powerboat) $24,000 2014 MEDIA PLANNING $94,370 Contingency $65,786 GRAND TOTAL $1,194,800 26 Packet Pg. 74  Co-Op Media Plan 27 5.a.1 Packet Pg. 75 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 2014 Co-Op Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Media Budget Line Item 50% Budget Contribution Total Budget $285,000 Traditional/Offline: Leisure $146,300 Weddings: print & online publishers $18,664 Military: print & online publishers $17,625 Snowbird: print $15,773 Online $86,643 TOTAL: $285,000 28 Packet Pg. 76  5.a.1 2014 Co-Op