Okaloosa County BOCC — Sep 9, 2013 — reading text

Media Approach Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Total Budget: $285,000 • Goal is to have both traditional and online media choices averaging less than $1,000 per marketing partner • Budget Allocation: • Leisure Transient 70% of budget • Niche Markets 30% of budget • Weddings • Military • Snowbirds • Online portion of budget in development as Visit Florida has not yet published their 2014 packages 29 Packet Pg. 77  5.a.1 2014 Co-Op Leisure Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Objectives: • Provide supplemental media to the Leisure Transient Base campaign (print, radio, outdoor, online) • Create additional frequency, or heavy-up media opportunities in most opportunistic key feeder markets • Strategy: • Ensure coverage in 100% of the 22 key markets (Leisure Transient Base Plan & Co-Op Plan combined) • Heavy-up media in markets with highest BDI index: Tennessee & Alabama 30 Packet Pg. 78  5.a.1 2014 Leisure Co-Op Regional Magazines: 3+ Months Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Market 50% Budget Marketing Contribution – Contribution 4 Partners Tallahassee $1200 $300 Huntsville $2,800 $933 Little Rock $1400 $467 Memphis $1,600 $400 Kansas City $2,200 $550 Columbus $1,800 $450 SUB-TOTAL: $11,000 FREQUENCY 3x BUDGET: $33,000 23% of Offline Leisure Co-Op 31 Packet Pg. 79  5.a.1 2014 Leisure Co-Op Spot Market Radio: 8+ Weeks Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Market 50% Budget Marketing Contribution – Contribution 6 Partners Montgomery $4,500 $750 Huntsville $4,100 $683 Birmingham $8,000 $1,333 Chattanooga $4,950 $825 Mobile $4,100 $683 Knoxville $7,000 $1,167 SUB-TOTAL: $32,650 FREQUENCY 2x BUDGET: $65,300 45% of Offline Leisure Co-Op NOTE: Above markets have 4x magazine insertions in Base Leisure Transient Plan 32 Packet Pg. 80  5.a.1 2014 Leisure Co-Op Digital Outdoor: 3+ Months Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Market 50% Budget Marketing Contribution – Contribution 6 Partners Nashville $6,500 $1,083 Memphis $4,000 $667 Kansas City $5,500 $917 SUB-TOTAL: $16,000 FREQUENCY 3x BUDGET: $48,000 33% Offline of Leisure Co-Op NOTE: Above markets have 4x magazine insertions in Base Leisure Transient Plan 33 Packet Pg. 81  5.a.1 2014 Niche Co-Op Weddings Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Market 50% Budget Marketing Contribution – Contribution 4 - 6 Partners The Knot – full year $2,500 6 partners: $417 David’s Bridal: Jan - Mar $6,026 6 partners: $1,004 Bridal Guide: Mar/Apr $6,116 6 partners: $1,019 Atlanta Weddings: Fall $2,573 4 partners: $643 Southern Bride: $1,450 4 partners: $363 Summer/Fall BUDGET: $18,664 36% of Niche Co-Op 34 Packet Pg. 82  5.a.1 2014 Niche Co-Op Military Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Market 50% Budget Marketing Contribution – Contribution 4 - 6 Partners Family magazine - March $3,025 6 partners: $504 Family magazine - May $3,025 6 partners: $504 Family magazine - June $3,025 6 partners: $504 DC Military Family Life magazine - April $2,000 4 partners: $500 DC Military Family Life magazine - May $2,000 4 partners: $500 DC Military Family Life magazine - $2,000 4 partners: $500 August DC Military.com – Full Year $2,550 6 partners: $425 BUDGET: $17,625 34% of Niche Co-Op 35 Packet Pg. 83  5.a.1 2014 Niche Co-Op Snowbirds Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Market 50% Budget Marketing Contribution – Contribution 4 - 6 Partners Canadian Traveller - Spring $2,488 6 partners: $415 Canadian Traveller – VF Guide $2,488 6 partners: $415 Dreamscapes/VF - Winter $3,085 6 partners: $514 Dreamscapes/VF - Spring $3,085 6 partners: $514 Montreal magazine - Winter $1,543 4 partners: $386 Montreal magazine – Fall Digital $1,543 4 partners: $386 Montreal magazine – Winter Digital $1,543 4 partners: $386 BUDGET: $15,773 30% of Niche Co-Op 36 Packet Pg. 84  Media Plan Meetings and Conventions 37 5.a.1 Packet Pg. 85 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 2014 Meetings/Conventions Media Budget Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Line Item Budget Total Budget $100,000 CVENT $5,802 Group Travel Leader, FP4C Nov/Dec Issue $2,500 GaMPI Educational Workshop $2,750 Lead Generation/Niche Target $53,948 Grand Opening of New Space/Contingency $35,000 TOTAL: $100,000 38 Packet Pg. 86  5.a.1 2014 Meetings/Conventions Media Approach Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Working from the $53,948 available budget • Lead Generation platforms requested • Niche Target Segments: • Government • Religious • Sports • Corporate Regional • Requested, but lower priority: • MPI: North Florida, GaMPI, Gulf Chapter • Current Media Estimate: $54,094 39 Packet Pg. 87  5.a.1 Meetings/Conventions Summary Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Vendor Opportunity Impressions Dollars SGMP HP4C ad in Annual Show Guide – March 3,800 $2,000 Bonus FP4C ad in November and 100 hours Meetings Focus 55,000+ $6,500