Okaloosa County BOCC — Sep 9, 2013 — reading text

Emerald Coast Convention Center • Suggested Ad test, positioning ECCC as a suggested venue during the planner RFP submission process Rationale: 2 Diamond Listing • CVENT is a premier online hub for meeting and event planners • The new Suggested Ad opportunity allows for minimal risk, as client only pays when a lead has been received Investment & Return: • Cost: $5,802 • $4,802 for 2 Diamond Listing • $1,000 for Suggested Ad Test Suggested Ad • Leads from Suggested Ad Test: 17; $59 cost per lead 105 Packet Pg. 153  5.a.1 Additional Opportunities: Google Search Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Text ads served to relevant search queries related to meeting & convention planning, competitive convention centers, group travel planning, etc. Rationale: • Google text ads allow us to reach meeting and event planners and group travel planners when they are actively seeking out relevant information • Opportunity to competitive block via aggressive bidding strategy • Cost per click rate structure minimizes risk Investment & Return: Search Results Based on “Florida Convention Center” • Cost: Sample Search Query • Estimated spend of $259/day • Projected $13k total spend for August 18 – October 31 schedule • Estimated CPC: $1.66 • Estimated 7.9k clicks based on $13k buy 106 Packet Pg. 154  Groups 107 5.a.1 Packet Pg. 155 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Atlanta: Weddings Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 68,000 • Half Page 4C ad: Southern Destination Weddings, February • Poly-bagged with magazine & sold at retail Rationale: • Top market publication for reaching brides/mothers • Also distributed through multiple events: Bridal Market, bridal expos, trunk shows and magazine’s signature event, The Best of Atlanta Party • NOTE: Co-Op has second edition in plan Investment & Return: • Cost: $3,339 • Impressions: 68,000 minimum 108 Packet Pg. 156  5.a.1 Birmingham: Weddings Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 18,000 • Half Page 4C ad: Winter & Fall in Weddings & Celebrations • Publication also has a Bridal Show in July Rationale: • Top wedding publication in market • Filled with helpful tips, and important resource information • Poly-bagged with magazine and mailed to select zips and sold at retail Investment & Return: • Cost: $2,336 • Impressions: 36,000 minimum 109 Packet Pg. 157  5.a.1 The Knot Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Impressions: 450,000 • Package includes: • North Florida Wedding Venues – 12 months • Featured Company Banner – first page in category on theknot.com and weddingchannel.com – 12 months • Direct Mail list • E-blast • Destination Wedding Profile Rationale: • A leading wedding/bridal media vendor in print and online Investment & Return: • Cost: $8,520 • Impressions: 450,000 110 Packet Pg. 158  5.a.1 Southern Bride Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 40,000 – Bi-annual • Half Page 4C ad: Winter/Spring – November release • NOTE: Co-op has second edition in plan Rationale: • Multi-platform weddings/bridal resource: print, com, blog, app, FB, Twitter, Pinterest & Instagram • Sold in retail and available in advertisers’ locations, upscale spas, hotels & bridal shows throughout South Investment & Return: • Cost: $1,850 • Impressions: 40,000 minimum 111 Packet Pg. 159  5.a.1 Destination Weddings & Honeymoons Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 100,000 • Half Page 4C ad: Visit Florida: Jan/Feb - (URGENT) • VF Value includes: • Reader Response Program – leads provided weekly • 2x e-newsletter inclusion – 20,000 opt-ins • 200,000 ROS banner impressions: 300x250 and 728x90 • Destination & Resort Finder Profile – 12 months Rationale: • Placement in Jan/Feb Annual Worldwide Guide and in Destination Weddings & Honeymoons May/June issue, “Florida Romance” Investment & Return: • Cost: $11,270 • Impressions: 340,000 minimum 112 Packet Pg. 160  5.a.1 Dallas Bridal Show Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • January 25th – 26th • Held at Dallas Market Hall • Vendor Survival Kit Sponsor – limited to 10 companies (1 item with biz card/brochure) Rationale: • 3rd largest Bridal Show in US • 2,000 – 3,000 brides and 16,000 show attendance for year • 30 cents per bride marketing cost Investment: • Cost: $500 113 Packet Pg. 161  5.a.1 Motorcoach Associations Highlights: Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Full Page 4C ad: Alabama Motorcoach Directory - $600 • Quarter Page 4C ad: Alabama Motorcoach Spring Newsletter - $200 • Enhanced Display Listing in the ABA Motorcoach 2014 Marketer - $2,446 • Logo & 30 words of copy • Digital banners on buses.org – 4 months • Florida Motorcoach has not released rate card (rep firm change - $1,500) Rationale: • Motorcoach/Bus associations have access to large group booking potentials Investment & Return: • Cost: $4,746 • Impressions: TBD 114 Packet Pg. 162  5.a.1 Military Reunions Magazine Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 15,000 • 1/3 Page 4C ad: February and Reunions Workbook in August • Print & Online Annual Listing – 12 months Rationale: • Only publication for those organizing military reunions • Multi platform: print, .com, Facebook, Twitter, Pinterest Investment & Return: • Cost: $3,220 • Impressions: 30,000 minimum 115 Packet Pg. 163  5.a.1 Religious Travel Directory Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 20,000 • Half Page 4C ad: Planning Guide – January • 6 Months – Digital Banners • Customized Showcase Web Page on .com • 300 word listing, including video, image gallery & Google Maps identifying location (site is on Page 1 of Google/Bing) Rationale: • Distributed to churches throughout US for church group travel • Available in print and online Investment & Return: • Cost: $4,395 • Impressions: TBD 116 Packet Pg. 164  5.a.1 Sports Planning Guide Highlights: Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Circulation: 10,000 per insertion • Half Page 4C ad: September, Planning Guide • Site InSpection: editorial to highlight Emerald Coast (available print & online) • InSite e-newsletter: feature article inclusion/emailed to 8,800 sports event planners Rationale: • Planning Guide is distributed to planners and 6,000 Park & Recs