Okaloosa County BOCC — Sep 9, 2013 — reading text

Profile Research Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Partnering with University of West Florida to develop ongoing visitor profile information in order to: • Measure ROI and effectiveness of marketing efforts • Optimize marketing parameters • Media markets • Demographics • Target insight • Outline growth of the destination and forecast for the future 66 Packet Pg. 321  5.a.1 Visitor Profile Research Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Findings to include: • Hotel nights/condo nights • Visitation • Visitor expenditure • Length of stay • Cities of origin • Demographics • Forecasting for future • Economic impact 67 Packet Pg. 322  Visitor Guide 68 5.a.1 Packet Pg. 323 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Visitor Guide Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) 2013/2014 Visitor Guide Schedule • Produced 150,000 in 7/1/13 • As of 10/17/13, 57,000 have been distributed • Projected to distribute 150,000 by 10/31/14 2014/2015 Visitor Guide Schedule • Acquire vendor bids by 11/8/13 • Select vendor by 11/19/2013 • New guide distributed 11/1/2014–12/1/2015 69 Packet Pg. 324  Measuring Success 70 5.a.1 Packet Pg. 325 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Measuring Success Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Performance will be measured by: • Campaign Performance • Track and report online metrics (impressions, clicks, click rate, etc.) • Ongoing Performance • Unique visits to website/campaign landing page • Tax revenue • Occupancy, ADR and RevPAR • Visitation • Visitor spending 71 Packet Pg. 326  Marketing Plan Budget 72 5.a.1 Packet Pg. 327 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Marketing Plan Budget Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Research (ongoing visitor profile and economic impact study) $55,200 Leisure Media $1,194,800 Groups, Meetings and Conventions Campaign $200,000 Co-Op Opportunities $285,000 Collateral, Campaign Production and Visitors Guide $400,000 Base Services/Travel Reimbursement $465,000 Total $2,600,000 73 Packet Pg. 328  5.a.1 Next Steps Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) November 5, BCC Meeting: • Present 2013–2014 Marketing Plan November 19, BCC Meeting: • Present all task orders for 2013–2014 Plan 74 Packet Pg. 329  Appendix 75 5.a.1 Packet Pg. 330 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  Leisure 76 5.a.1 Packet Pg. 331 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Satellite Radio Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • 4 channels per week • 1515 :30 second spots • Provides coverage in all major booking window – 17 weeks Rationale: • Strong radio option for target audience • Provides coverage in key markets and beyond Investment & Return: • Cost: $30,895 • Impressions: 46,524 77 Packet Pg. 332  5.a.1 Official 2014 Visit Florida Magazine Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 600,000 • 2 page, 4C spread – January insertion • Inclusion in e-book version of magazine – 8 million visits per year Rationale: • Widespread distribution to highly qualified travelers who are actively planning a Florida vacation, including all Florida welcome centers • Covers beaches, outdoors, entertainment, dining, maps, regional must-see lists Investment & Return: • Cost: $15,000 • Impressions: 600,000 minimum 78 Packet Pg. 333  5.a.1 Play Florida: Official Guides Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Fishing/Boating Circulation: 165,000 • Golf Circulation: 600,000 • Full Page 4C ad units: year round distribution Rationale: • Golf: Two Page Editorial & Photo Feature • Fish/Boat: Full Page Editorial & Photo Feature • Official Florida Welcome Center & Trade Show distribution • Qualified leads supplied Investment & Return: • Cost: $28,650 • Impressions: 765,000 minimum 79 Packet Pg. 334  5.a.1 Life’s a Beach Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • 500,000 Circulation • Full Page 4C ad: Spring/Fall/Winter • Visitor’s Guide to the Emerald Coast (print and digital) • Articles, maps, locations, landmarks Rationale: • Distributed at Trade shows in US and Canada, to Meeting Planners, in Welcome Centers, military bases, among travel agents, has retail distribution on Emerald Coast, and is an in-room vacation guide Investment & Return: • Cost: $9,345 • Impressions: 500,000 minimum 80 Packet Pg. 335  5.a.1 Beaches, Resorts & Parks Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • 100,000 copies distributed annually • Full Page 4C ad: Full year presence Rationale: • Sold nationwide in all Barnes & Noble, Books-a-Million, Publix & Kroger • Content focused solely on Northwest Florida and Alabama Gulf Coast • Available online at beachesresortsparks.com and on the Facebook page, currently holding 20,000 followers • Distributed to Henderson Beach State Park visitors Investment & Return: • Cost: $15,351 • Impressions: 100,000 minimum 81 Packet Pg. 336  5.a.1 Coastal Living Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 450,000 per insertion (East of the Mississippi) • Full Page 4C ad: Visit Florida: February & April Rationale: • High propensity for travel to Florida: 154 Target Index • Active travelers, especially to Florida – beach, boating, cultural events and outdoor activities Investment & Return: • Cost: $47,740 • Impressions: 900,000 minimum (East of the Mississippi) Source: MRI Doublebase 2012 82 Packet Pg. 337  5.a.1 Southern Living Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 2,687,235 • 2/3 4C Page ad: November 2013 & August 2014 • Flat rates y-o-y at 35% discount Rationale: • Enthusiastic travelers • High propensity for travel to Florida: 163 Target Index • 1/3 of circulation is within drive distance of