Okaloosa County BOCC — Sep 9, 2013 — reading text

negotiations 41 Packet Pg. 296  Groups Media Plan 42 5.a.1 Packet Pg. 297 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 2014 Groups Media Budget Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Line Item Budget Total Budget $100,000 GSAE $4,050 GaMPI Educational Workshop $2,750 Weddings $82,638 Niche Targets $54,823 Contingency $17,362 TOTAL: $100,000 43 Packet Pg. 298  5.a.1 2014 Groups Media Approach Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Working from the $73,200 available budget • 37% Weddings • 63% Niche Markets • Prioritization based on client feedback • Niche Target Segments: • Bus/Motorcoach • Military • Religious • Sports • Regional Meetings • Family Reunions • NOTE: Snowbirds in Leisure and Co-Op plan • As many associations as possible, with TSAE sponsorship 44 Packet Pg. 299  5.a.1 Groups Summary: Weddings Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Vendor Opportunity Impressions Dollars HP4C ad in Southern Destination Weddings - Atlanta Weddings 68,000 $3,339 February HP4C ad in Winter and Fall Weddings & Birmingham Weddings 36,000 $2,336 Destinations 12-month digital package with access to The Knot 450,000 $8,520 direct mail list and e-blast Southern Bride HP4C ad in Winter/Spring edition 40,000 $1,850 HP4C ad in Visit Florida’s Jan/Feb Annual Worldwide Guide and May/June in Destination Weddings & Destination Weddings & Honeymoons. 340,000 $11,270 Honeymoons Includes 12 month online presence, including e-newsletter & weekly leads Inclusion in show bags: business card & Dallas Bridal Show 8,000 $500 brochure Final total TBD based SUB-TOTAL: on package $27,815 negotiations 45 Packet Pg. 300  5.a.1 Groups Summary Vendor Opportunity Impressions Dollars Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) FP4C ad in Directory and QP4C ad in Spring Alabama Motorcoach 550 $800 Newsletter Florida Motorcoach FP4C ad in Directory TBD $1,500 Enhanced Display Listing in 2014 Motorcoach American Bus Association Marketer and 4 months of digital banners on TBD $2,446 buses.org 1/3P4C ad in February edition and Reunions Military Reunions Workbook in August. Print & Online Annual 30,000 $3,220 Listing for 12 months HP4C ad in January Planning Guide and 6 Religious Travel Directory TBD $4,395 months of digital banners HP4C ad in September planning Guide – Sports Planning Guide available in print and online. Inclusion in e- 18,800 $3,400 newsletter to 8,800 sports events planners Sports Events Media Group Customized digital package in development TBD $4,000 HP4C ad in Visit Florida March. Includes Convene bonus distribution at ASAE & DMAI 25,000 minimum $4,500 conferences 12 Month Digital banner on GSAE-TV Home GSAE TBD $4,050 Page (1 of only 5 pages) – links back to site 46 Packet Pg. 301  5.a.1 Groups Summary Vendor Opportunity Impressions Dollars Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) 2/3P4C ad in LSAE Annual Directory in June. Other Associations 3 month digital banners on ASAE and TBD $5,710 Sponsorship of TSAE event Destination Showcase 2014 Show Date TBD. Customized package in TBD $2,850 Chicago development Show Date: February 28 – March 2, 2014 NY Times Travel Show TBD $3,600 Customized package in development Show Date: December 4 – 6, 2013 Florida Encounter TBD $2,200 Customized package in development Memphis Show Date: March 7 – 9, 2014 Southern Women’s Nashville Show Date: March 27 – 30, 2014 TBD $3,600 Tradeshow Customized package in development GaMPI Package in development TBD $2,750 CVENT 2 Diamond Listing and Suggested Ad Test N/A $5,802 Final total TBD based SUB-TOTAL: on package $54,823 negotiations 47 Packet Pg. 302  5.a.1 Groups Summary Vendor Opportunity Impressions Dollars Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) WEDDINGS/NICHE: $82,638 CONTINGENCY: $17,362 TOTAL: $100,000 48 Packet Pg. 303  2013–2014 Flowchart 49 5.a.1 Packet Pg. 304 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  Public Relations 50 5.a.1 Packet Pg. 305 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Public Relations Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Objectives • Raise awareness of the Emerald Coast to targeted audiences • Encourage travelers to choose Emerald Coast over other Gulf Coast beach options Strategies • Generate news coverage of the Emerald Coast by publicizing area festivals, events and attractions • Leverage attractions and activities that are unique to the area to separate the destination from its adjacent competitors • Provide the media with in-person destination experiences to create targeted travel media coverage 51 Packet Pg. 306  5.a.1 Public Relations Tactics Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Target top BDI