Okaloosa County BOCC — Sep 9, 2013 — reading text

travel information centers across Ontario & travel agents • Distribution in Ontario and Michigan Investment & Return: • Cost: $4,500 • Impressions: 150,000 minimum 93 Packet Pg. 141  5.a.1 Yahoo Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Yahoo is able to leverage user data (recent searches pages consumed, etc.) to behaviorally and geo-target to the most relevant audiences across its network • Placements proposed: • Behavioral and geo-targeted Mail placements • Behavioral and geo-targeted Run of Network placements • Re-targeted placements, reaching consumers who went to EmeraldCoastFL.com but did not take the desired actions Rationale: • Reaches 86% of general Okaloosa target, per Comscore Yahoo Travel 300x250 Banner • Allows for targeted scale • Re-targeting is proven means of driving site engagement Investment & Return: • Cost: $117,000 • Impressions: 27,225,916 94 Packet Pg. 142  5.a.1 Google Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Text ads targeted to searches related to our various targets: • Spring: “couples getaways”, “spring beach trip ideas” • Snowbirds: “extended stay beach condos”, “warm weather travel” • Summer: “family vacation”, “beach trip with kids” • Fall: “fall trip ideas”, “fall beach vacation” • Winter: “holiday travel ideas”, “Christmas family getaway” • Text ads targeted to general travel terms, competitive terms, and branded keywords during non- targeted time frames Rationale: • Reaches consumers when they are actively seeking out information related to topics related to beach travel • Competitive term bidding allows us to intercept consumers before they can reach a competitive market’s site(s) • CPC bidding structure allows for minimal risk • Self-managed platform allows us to quickly optimize to highest-performing keywords, time of day, bids, etc. Investment & Return: • Cost: $73,706 • Estimated Clicks: 49,009 95 Packet Pg. 143  5.a.1 Facebook Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Tile ads targeted based on Facebook’s vast library of data, and data partners, built out for each target segment (Spring, Snowbirds, etc.) Rationale: • Hyper-targeting allows for minimum waste of tile ad impressions • CPC bid structure is low-risk • Self-managed platform allows us to make optimizations based on site-side performance quickly and efficiently • Promoted Posts maximize impact of organic posts, ensuring reach Tile Ads from Fall Campaign Investment & Return: • Cost: $26,296 • Estimated Clicks: 15,026 96 Packet Pg. 144  5.a.1 Canadian Traveller Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Canadian Traveller • Impressions across CanadianTraveller.net • Banner in 8 “Where Next?” newsletter drops • Social media promotions Rationale: • Canadian Traveller online presence complements previously outlined print commitment, allowing for maximum coverage against Canadian Snowbird market Investment & Return: • Canadian Traveller: Cost: $8,700 • Impressions: 159,000 97 Packet Pg. 145  Meetings and Conventions 98 5.a.1 Packet Pg. 146 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 SGMP Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 3,800 • Half Page 4C ad: March – Annual Show Guide Rationale: • Government agencies hold over 8,000 meetings/year and spend nearly $900 billion • Planners/readers are for all levels of agency meetings: federal, state, county, city Investment & Return: • Cost: $2,000 • Impressions: 3,800 minimum 99 Packet Pg. 147  5.a.1 Meetings Focus Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Prospect calling/lead generation by industry reps • Daily & Weekly reports – all calls recorded/verified • Bonus November FP4C unit – 55,000 circulation Rationale: • ECCC/CVB supplies criteria • Project becomes turnkey • Delivered higher qualified lead base Investment & Return: • Cost: $6,500 • Estimated Room nights provided/various conversions applied to estimate ROI • Sample program available for review 100 Packet Pg. 148  5.a.1 Plan Your Meetings Highlights: Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Circulation: 30,000 • Half Page 4C ad: Spring/April – PYM Annual Guide • 3x Weekly Deals & Highlights • 2x PYM Live Events • Custom Email Blast to 30,000 opt-ins • Destination Guide Editorial & Online ads • Includes Splash Page & Top Banner Ad along with link Rationale: • Planners considering your destination will be sent to your link – managed leads • Have a dedicated lead generation team Investment & Return: • Cost: $5,000 placeholder for customized package • Impressions: TBD 101 Packet Pg. 149  5.a.1 Collinson Media Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 24,150 • Half Page 4C ad: in each publication • Digital Banners on each site • Lead generation calling Rationale: • Comprehensive meeting planner platforms, including events • Award winning publications Investment & Return: • Cost: $17,450 placeholder for custom package • Impressions: TBD 102 Packet Pg. 150  5.a.1 Prevue Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 35,000 • Half Page 4C ad: Sept/Oct – Florida, The South/Coastal meetings • 1 Month – Digital Banners • Geo-targeted e-blast to 5,000 planners • InFocus Q&A – web interview coverage Rationale: • 80% of subscribers are directly responsible for site selection • Each issue has dedicated Florida editorial content Investment & Return: • Cost: $3,865 • Impressions: 40,000 minimum 103 Packet Pg. 151  5.a.1 Group Travel Family Highlights: Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Working to develop custom package: Small Market Meetings & Going On Faith • Full Page 4C ad: November/December – Beaches & Seashores editorial • BACK COVER POSITION Rationale: • Goal is to have presence at conferences and full year digital exposure for both niche segments Investment & Return: • Cost: $6,000 placeholder for custom package • Impressions: TBD • Cost: $2,500 for Group Travel Leader • Impressions: 20,000 minimum 104 Packet Pg. 152  5.a.1 CVENT Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • 2 Diamond Listing for