Okaloosa County BOCC — Sep 9, 2013 — reading text

May $505.8 $1,102.2 Jun $1,118.9 $1,102.0 Jul $1,159.1 $568.6 Aug On Pace to Break Bed Tax Record $635.5 $426.9 Sep 4 5.a.1 Packet Pg. 259 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 National Travel Trends Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Two-thirds of U.S. Internet users will research travel via digital channels in 2013 • Nearly 50 million U.S. consumers will research travel on their smartphones and tablets in 2013 • Adults traveling in 2013 remains stagnant, 4 out of 10 travel • U.S. travelers are taking slightly fewer trips in 2013, down from 3 to 2.8 • Holidays of 7 nights or longer still represent 27% of all trips • January – June, 49.6 million visitors to Florida (slight increase) • Leisure visitation makes up 88% of Florida’s travel Source: Online Travel Market 2013, VisitFlorida.com, TravelWeekly 5 Packet Pg. 260  Objectives & Strategies 6 5.a.1 Packet Pg. 261 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Short-term Objectives Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) 1. Enhance the Emerald Coast brand to drive visitation 2. Position Destin, Ft. Walton Beach and Okaloosa Island as top regional destinations for leisure groups and meetings 3. Design, create and launch a best-in-class tourism website for Okaloosa County 4. Create a new visitation season that drives business from Thanksgiving to New Year’s 5. Leverage events and festivals to drive repeat visitation 7 Packet Pg. 262  5.a.1 Long-term Objectives Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) 1. Position Destin, Ft. Walton Beach and Okaloosa Island as one of the best beaches in America 2. Increase visitation during the non-peak months 3. Measure ROI through research and market trends to increase visitation and revenue 4. Pursue and secure positive media coverage with national and international leisure, groups and meetings publications 8 Packet Pg. 263  5.a.1 Strategies Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Communicate year-round messaging while focusing on driving business during the shoulder seasons • Utilize research to motivate consumers to select the Emerald Coast as their vacation destination • Target consumers with a combination of traditional and online marketing • Promote and track special events and sponsorships via website • Utilize festivals and special events to drive trial and repeat visitation 9 Packet Pg. 264  5.a.1 Target Audience Profile Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Demographics: • Adults • Ages 25 – 64 • Annual HH income of $75,000+, skewing higher Mindset/Lifestyle: • Traveler – at least 3-night stay • Interested in the beach, fishing, shopping, restaurants and more • Looking for an accessible escape 10 Packet Pg. 265  5.a.1 Media Markets Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Primary target audiences will include leisure travelers within a single day’s drive of the Emerald Coast. 11 Packet Pg. 266  New Website 12 5.a.1 Packet Pg. 267 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Website Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Content strategy and planning • User experience/information architecture • Sitemap • Wireframes • Full redesign • All new content • Front-end and back-end development • Search Engine Optimization • Robust filtering • Development of mobile • Optimized for tablets 13 Packet Pg. 268  5.a.1 Packet Pg. 269 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  Marketing Initiatives 15 5.a.1 Packet Pg. 270 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Initiatives Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Conduct annual consumer research to measure ROI • Develop a year-long marketing campaign • Utilize a baseline of destination awareness • Layer on media flights during key booking windows to reach high potential segments • Maximize media budget and leverage added value exposure • Generate earned media through Public Relations • Create Social Media awareness and engagement through community management and cross-channel campaigns 16 Packet Pg. 271  5.a.1 2014 Booking Windows Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Booking Window Impact Period Primary Audience October– Thanksgiving – 2013 Christmas Mid-December New Year’s Families and/or couples Post-Spring Break – Couples and/or groups Spring January–March pre-Memorial Day without children Mid-January– Memorial Day – Summer Mid-June Mid-August Families Retired adults from Mid-August– December 2014 – northern climates Snowbirds November February 2015 (including Canada) Mid-August – Couples and/or groups Fall Mid-June–August Thanksgiving without children Mid-August– Thanksgiving – 2014 Christmas October New Year’s Families and/or couples 17 Packet Pg. 272  Year-round Campaigns 18 5.a.1 Packet Pg. 273 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 A Very Emerald Christmas Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing