Okaloosa County BOCC — Sep 9, 2013 — reading text

topics related to beach travel • Competitive term bidding allows us to intercept consumers before they can reach a competitive market’s site(s) • CPC bidding structure allows for minimal risk • Self-managed platform allows us to quickly optimize to highest-performing keywords, time of day, bids, etc. Investment & Return: • Cost: $73,706 • Estimated Clicks: 49,009 95 Packet Pg. 350  5.a.1 Facebook Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Tile ads targeted based on Facebook’s vast library of data, and data partners, built out for each target segment (Spring, Snowbirds, etc.) Rationale: • Hyper-targeting allows for minimum waste of tile ad impressions • CPC bid structure is low-risk • Self-managed platform allows us to make optimizations based on site-side performance quickly and efficiently • Promoted Posts maximize impact of organic posts, ensuring reach Tile Ads from Fall Campaign Investment & Return: • Cost: $26,296 • Estimated Clicks: 15,026 96 Packet Pg. 351  5.a.1 Canadian Traveller Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Canadian Traveller • Impressions across CanadianTraveller.net • Banner in 8 “Where Next?” newsletter drops • Social media promotions Rationale: • Canadian Traveller online presence complements previously outlined print commitment, allowing for maximum coverage against Canadian Snowbird market Investment & Return: • Canadian Traveller: Cost: $8,700 • Impressions: 159,000 97 Packet Pg. 352  Meetings and Conventions 98 5.a.1 Packet Pg. 353 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 SGMP Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 3,800 • Half Page 4C ad: March – Annual Show Guide Rationale: • Government agencies hold over 8,000 meetings/year and spend nearly $900 billion • Planners/readers are for all levels of agency meetings: federal, state, county, city Investment & Return: • Cost: $2,000 • Impressions: 3,800 minimum 99 Packet Pg. 354  5.a.1 Meetings Focus Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Prospect calling/lead generation by industry reps • Daily & Weekly reports – all calls recorded/verified • Bonus November FP4C unit – 55,000 circulation Rationale: • ECCC/CVB supplies criteria • Project becomes turnkey • Delivered higher qualified lead base Investment & Return: • Cost: $6,500 • Estimated Room nights provided/various conversions applied to estimate ROI • Sample program available for review 100 Packet Pg. 355  5.a.1 Plan Your Meetings Highlights: Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Circulation: 30,000 • Half Page 4C ad: Spring/April – PYM Annual Guide • 3x Weekly Deals & Highlights • 2x PYM Live Events • Custom Email Blast to 30,000 opt-ins • Destination Guide Editorial & Online ads • Includes Splash Page & Top Banner Ad along with link Rationale: • Planners considering your destination will be sent to your link – managed leads • Have a dedicated lead generation team Investment & Return: • Cost: $5,000 placeholder for customized package • Impressions: TBD 101 Packet Pg. 356  5.a.1 Collinson Media Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 24,150 • Half Page 4C ad: in each publication • Digital Banners on each site • Lead generation calling Rationale: • Comprehensive meeting planner platforms, including events • Award winning publications Investment & Return: • Cost: $17,450 placeholder for custom package • Impressions: TBD 102 Packet Pg. 357  5.a.1 Prevue Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 35,000 • Half Page 4C ad: Sept/Oct – Florida, The South/Coastal meetings • 1 Month – Digital Banners • Geo-targeted e-blast to 5,000 planners • InFocus Q&A – web interview coverage Rationale: • 80% of subscribers are directly responsible for site selection • Each issue has dedicated Florida editorial content Investment & Return: • Cost: $3,865 • Impressions: 40,000 minimum 103 Packet Pg. 358  5.a.1 Group Travel Family Highlights: Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Working to develop custom package: Small Market Meetings & Going On Faith • Full Page 4C ad: November/December – Beaches & Seashores editorial • BACK COVER POSITION Rationale: • Goal is to have presence at conferences and full year digital exposure for both niche segments Investment & Return: • Cost: $6,000 placeholder for custom package • Impressions: TBD • Cost: $2,500 for Group Travel Leader • Impressions: 20,000 minimum 104 Packet Pg. 359  5.a.1 CVENT Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • 2 Diamond Listing for 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. 360  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. 361  Groups 107 5.a.1 Packet Pg. 362 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)