Okaloosa County BOCC — Sep 9, 2013 — reading text

Plan) Timing: October 3–December 20 • National Satellite Radio: 4 weeks • Online: TripAdvisor, Google, Southern Living, Visit Florida • Digital Outdoor, 1 month: Atlanta, Nashville, Birmingham • Regional Magazines, full page print ads: • Atlanta • Birmingham • New Orleans • Louisville • Nashville • Knoxville • Print: Southern Living and Texas Monthly 19 Packet Pg. 274  5.a.1 Packet Pg. 275 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Packet Pg. 276 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  Leisure Media Plan 22 5.a.1 Packet Pg. 277 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Leisure Plan Summary Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Television – national cable • National publications • Regional magazines • Continuous online presence, including pre-roll video • Radio • Digital outdoor boards Budget: • $1,194,800 23 Packet Pg. 278  5.a.1 Offline Summary Vendor Opportunity Impressions Dollars Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Visit Florida Guide 2-page, 4C spread – January release 600,000 $15,000 Play Florida FP, 4C ad – year round distribution 765,000 $28,650 Life’s a Beach FP, 4C ad – spring/fall/winter 500,000 $9,345 FP, 4C ad - Visit Florida: February & April Coastal Living 900,000 $47,740 2014 Beaches, Resorts, and Parks FP, 4C ad – full year presence 100,000 $9,030 2/3 page, 4C ad – November 2013 & August Southern Living 15,851,136 $124,000 2014 Family Circle, Family Fun, FP, 4C ad – May 2014 1,634,349 $53,574 Parents Bon Appetit/Architectural FP, 4C – July 2014 322,000 $72,770 Digest/Vanity Fair FP, 4C – May 2014 ; Custom advertorial Travel+Leisure/Food & creation ; digital Mar-May 2014 exposure ; 2,950,000 $0 Wine custom e-blast 24 Packet Pg. 279  5.a.1 Offline Summary Vendor Opportunity Impressions Dollars Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) 6 metro market ; Christmas Digital Outdoor TBD $40,000 2013 & 2014 windows FP, 4C – VF: Escape to the South Toronto Life 89,468 $10,949 – January 2014 FP, 4C – February 2014 issue Crossings FL editorial and guaranteed EC 150,000 $4,500 content FP, 4C units – top-feeder Regional Magazines markets, Christmas, 3,179,379 $23,624 Spring/Summer, Fall :30 sec schedules Nationally for Satellite Radio 29,500 $30,895 all key campaigns 25 Packet Pg. 280  5.a.1 Online Summary Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Vendor Opportunity Impressions Dollars Yahoo BT/Geo-Targeted Banners 27,225,916 $117,000 Google Keyword Text Ads N/A $73,706 Targeted Tile Ads, Promoted Facebook N/A $26,296 Posts Run of Site Banners, CanadianTraveller.net 159,000 $8,700 Newsletter, Social Media Mind Ad Server Ad Serving Fees N/A $10,855 OFFLINE SUB TOTAL $470,077 DIGITAL SUB TOTAL $236,557 FALL (OCTOBER ONLY) $177,739 CHRISTMAS 2013 $126,271 PASS THROUGH (Aviation & Powerboat) $24,000 2014 MEDIA PLANNING $94,370 Contingency $65,786 GRAND TOTAL $1,194,800 26 Packet Pg. 281  Co-Op Media Plan 27 5.a.1 Packet Pg. 282 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 2014 Co-Op Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Media Budget Line Item 50% Budget Contribution Total Budget $285,000 Traditional/Offline: Leisure $146,300 Weddings: print & online publishers $18,664 Military: print & online publishers $17,625 Snowbird: print $15,773 Online $86,643 TOTAL: $285,000 28 Packet Pg. 283  5.a.1 2014 Co-Op Media Approach Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Total Budget: $285,000 • Goal is to have both traditional and online media choices averaging less than $1,000 per marketing partner • Budget Allocation: • Leisure Transient 70% of budget • Niche Markets 30% of budget • Weddings • Military • Snowbirds • Online portion of budget in development as Visit Florida has not yet published their 2014 packages 29 Packet Pg. 284  5.a.1 2014 Co-Op Leisure Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Objectives: • Provide supplemental media to the Leisure Transient Base campaign (print, radio, outdoor, online) • Create additional frequency, or heavy-up media opportunities in most opportunistic key feeder markets • Strategy: • Ensure coverage in 100% of the 22 key markets (Leisure Transient Base Plan & Co-Op Plan combined) • Heavy-up media in markets with highest BDI index: Tennessee & Alabama 30 Packet Pg. 285  5.a.1 2014 Leisure Co-Op Regional Magazines: 3+ Months Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Market 50% Budget Marketing Contribution – Contribution 4 Partners Tallahassee $1200 $300 Huntsville $2,800 $933 Little Rock $1400 $467 Memphis $1,600 $400 Kansas City $2,200 $550 Columbus $1,800 $450 SUB-TOTAL: $11,000 FREQUENCY 3x BUDGET: $33,000 23% of Offline Leisure Co-Op 31 Packet Pg. 286