Okaloosa County BOCC — Sep 9, 2013 — reading text

47 Packet Pg. 95  5.a.1 Groups Summary Vendor Opportunity Impressions Dollars Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) WEDDINGS/NICHE: $82,638 CONTINGENCY: $17,362 TOTAL: $100,000 48 Packet Pg. 96  2013–2014 Flowchart 49 5.a.1 Packet Pg. 97 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  Public Relations 50 5.a.1 Packet Pg. 98 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Public Relations Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Objectives • Raise awareness of the Emerald Coast to targeted audiences • Encourage travelers to choose Emerald Coast over other Gulf Coast beach options Strategies • Generate news coverage of the Emerald Coast by publicizing area festivals, events and attractions • Leverage attractions and activities that are unique to the area to separate the destination from its adjacent competitors • Provide the media with in-person destination experiences to create targeted travel media coverage 51 Packet Pg. 99  5.a.1 Public Relations Tactics Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Target top BDI regional and national media outlets with news dissemination and outreach, including press releases, quarterly story ideas and features, destination travel news promotions and customized itineraries for in-person destination visits • Publishing House Periodicals • Southern Progress/Time Inc. (Southern Living, Coastal Living) • Meredith (Family Circle, Ladies Home Journal, More) • Condé Nast (Traveler, Golf Digest, SELF) • National Geographic (Traveler, Explorer) • Regional news print/consumer monthlies • Top BDI markets • Travel media • Online outlets • Freelancers (SATW, NATJA, Midwest Travel Writers Assn.) • Blogs (Gadling) 52 Packet Pg. 100  5.a.1 Public Relations Tactics Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Promote destination events – including fishing, festivals/events, golfing, sports and A Very Emerald Christmas holiday promotion – to generate coverage of the Emerald Coast within regional drive market/BDI media, with emphasis on single- day drive markets: • Houston • Atlanta • Tallahassee • Birmingham • New Orleans • Baton Rouge • Huntsville • Montgomery • Jackson • Lafayette • Mobile 53 Packet Pg. 101  5.a.1 Public Relations Tactics Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Coordinate, plan and host thematic travel press familiarization trips that highlight the destination’s compelling travel offerings. Target media that reach key audience segments with stories that appealing to them. Proposed Themes (Host 2 trips) • Family and multi-generational travel • Sport fishing • Golf Media Targets • Regional BDI • National consumer and travel media • International media • Canada/Germany/U.K. • Toronto Star • Montreal Gazette • The Guardian (U.K.) • The Bild (Frankfurt, Germany) 54 Packet Pg. 102  5.a.1 Public Relations Tactics Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Attend Society of American Travel Writers Annual Member Convention, establishing a presence at the 2013 Convention, October 20–25, 2013, on the Mississippi Gulf Coast and participate in the organization’s “Marketplace” show, promoting story ideas for the Emerald Coast. Areas of focus • Family travel • Snowbirds/mature travel • Golf/Sport fishing • Holiday travel Media appointments • Southern Living • San Francisco Chronicle • Frommers.com • Regional Freelancers 55 Packet Pg. 103  5.a.1 Public Relations Tactics Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Place emphasis on building relationships with national travel/consumer media through story outreach that can lead to a major news placement highlighting the Emerald Coast to a significant audience Top consumer travel periodical • Travel + Leisure • AAA Traveler Network TV morning show • NBC’s “TODAY” show Major national or top-market daily newspaper “Travel” section • USA Today • New York Times • Los Angeles Times • Washington Post 56 Packet Pg. 104  5.a.1 2014 Targeted Tactics Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Impact Period Primary Audience Tactic 2013 Christmas Thanksgiving– New Year’s Families and/or couples Outreach to BDI Markets Highlight alternative Spring Post-Spring Break– Couples and/or groups Break destination to Spring pre-Memorial Day without children national outlets Host Spring Fam Trip Summer Memorial Day–Mid-August Families targeting families Retired adults from Target appropriate December 2014–February northern climates (including publications highlighting Snowbirds 2015 Canada) offerings Couples and/or groups Highlight destination events Fall Mid-August–Thanksgiving without children and festivals to BDI markets Outreach to long lead print and TV outlets to secure national and regional 2014 Christmas Thanksgiving–New Year’s Families and/or couples coverage 57 Packet Pg. 105  Ongoing Social Media 58 5.a.1 Packet Pg. 106 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Overview Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Objectives • Utilize social channels to reach current Emerald Coast visitors, future visitors and the local community • Provide a unique, two-way communication channel to call fans to action • Glean consumer insights from all social networks to enhance content and generate brand awareness Strategies • Generate awareness about the Emerald Coast as a tourist destination through current and new social channels • Drive consideration by educating fans about the Emerald Coast through live content and repurposing user experience • Integrate Social Media into campaigns throughout the year, keeping messaging consistent through all channels • Encourage preference by identifying and engaging key online influencers in conversation 59 Packet Pg. 107  5.a.1 Channels Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Fans/Followers URL Network (as of 10/17/13) Facebook www.facebook.com/FloridasEmeraldCoast 449K Twitter www.twitter.com/EmeraldCoastFLA