Okaloosa County BOCC — Sep 9, 2013 — reading text

4,120K Pinterest www.pinterest.com/emeraldcoastfla 450 60 Packet Pg. 108  Brand Identification 61 5.a.1 Packet Pg. 109 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Emerald Coast’s Branding and Tagline Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • The most appealing and motivating tagline was “The Heart of the Emerald Coast: Destin, Ft. Walton Beach, Okaloosa Island” • Solves geographic challenge • Positive associations of Emerald Coast and Destin • Heart provides a location at the center • Heart also brings to mind caring, warmth, family and hospitality • “Northwest Florida’s Emerald Coast” • “Northwest” brings to mind colder weather • Geographic destination was described as “dry” • Destin only • Felt Destin was separate from other areas 62 Packet Pg. 110  Brand Identification 63 5.a.1 Packet Pg. 111 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  2014 Creative (to be revealed at the TDC meeting) 64 5.a.1 Packet Pg. 112 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  Research 65 5.a.1 Packet Pg. 113 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Visitor Profile Research Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Partnering with University of West Florida to develop ongoing visitor profile information in order to: • Measure ROI and effectiveness of marketing efforts • Optimize marketing parameters • Media markets • Demographics • Target insight • Outline growth of the destination and forecast for the future 66 Packet Pg. 114  5.a.1 Visitor Profile Research Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Findings to include: • Hotel nights/condo nights • Visitation • Visitor expenditure • Length of stay • Cities of origin • Demographics • Forecasting for future • Economic impact 67 Packet Pg. 115  Visitor Guide 68 5.a.1 Packet Pg. 116 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Visitor Guide Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) 2013/2014 Visitor Guide Schedule • Produced 150,000 in 7/1/13 • As of 10/17/13, 57,000 have been distributed • Projected to distribute 150,000 by 10/31/14 2014/2015 Visitor Guide Schedule • Acquire vendor bids by 11/8/13 • Select vendor by 11/19/2013 • New guide distributed 11/1/2014–12/1/2015 69 Packet Pg. 117  Measuring Success 70 5.a.1 Packet Pg. 118 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Measuring Success Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Performance will be measured by: • Campaign Performance • Track and report online metrics (impressions, clicks, click rate, etc.) • Ongoing Performance • Unique visits to website/campaign landing page • Tax revenue • Occupancy, ADR and RevPAR • Visitation • Visitor spending 71 Packet Pg. 119  Marketing Plan Budget 72 5.a.1 Packet Pg. 120 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Marketing Plan Budget Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Research (ongoing visitor profile and economic impact study) $55,200 Leisure Media $1,194,800 Groups, Meetings and Conventions Campaign $200,000 Co-Op Opportunities $285,000 Collateral, Campaign Production and Visitors Guide $400,000 Base Services/Travel Reimbursement $465,000 Total $2,600,000 73 Packet Pg. 121  5.a.1 Next Steps Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) November 5, BCC Meeting: • Present 2013–2014 Marketing Plan November 19, BCC Meeting: • Present all task orders for 2013–2014 Plan 74 Packet Pg. 122  Appendix 75 5.a.1 Packet Pg. 123 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  Leisure 76 5.a.1 Packet Pg. 124 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Satellite Radio Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • 4 channels per week • 1515 :30 second spots • Provides coverage in all major booking window – 17 weeks Rationale: • Strong radio option for target audience • Provides coverage in key markets and beyond Investment & Return: • Cost: $30,895 • Impressions: 46,524 77 Packet Pg. 125  5.a.1 Official 2014 Visit Florida Magazine Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 600,000 • 2 page, 4C spread – January insertion • Inclusion in e-book version of magazine – 8 million visits per year Rationale: • Widespread distribution to highly qualified travelers who are actively planning a Florida vacation, including all Florida welcome centers • Covers beaches, outdoors, entertainment, dining, maps, regional must-see lists Investment & Return: • Cost: $15,000 • Impressions: 600,000 minimum 78 Packet Pg. 126  5.a.1 Play Florida: Official Guides Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Fishing/Boating Circulation: 165,000 • Golf Circulation: 600,000 • Full Page 4C ad units: year round distribution Rationale: • Golf: Two Page Editorial & Photo Feature • Fish/Boat: Full Page Editorial & Photo Feature • Official Florida Welcome Center & Trade Show distribution • Qualified leads supplied Investment & Return: • Cost: $28,650 • Impressions: 765,000 minimum 79 Packet Pg. 127  5.a.1 Life’s a Beach Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • 500,000 Circulation • Full Page 4C ad: Spring/Fall/Winter • Visitor’s Guide to the Emerald Coast (print and digital) • Articles, maps, locations, landmarks Rationale: • Distributed at Trade shows in US and Canada, to Meeting Planners, in Welcome Centers, military bases, among travel agents, has retail distribution