Okaloosa County BOCC — Sep 9, 2013 — reading text

Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • ASAE: Digital Banners – 3 months - $2,145 • LSAE: 2/3PG4C – Annual Directory - $1,565 • TSAE: sponsorship package in development Rationale: • Direct line to associations with official print & online platforms Investment: • Estimated Cost: $5,710 • Impressions: TBD 121 Packet Pg. 376  5.a.1 Destination Showcase - Chicago Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Date & Location TBD for Chicago • Showcase offers education sessions, keynote luncheon and networking opportunities • Awaiting 2014 packages Rationale: • Hosted by DMAI • Midwest’s only meeting site selection conference Investment: • Estimated Cost: $2,850 122 Packet Pg. 377  5.a.1 NY Times Travel Show Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • February 28 – March 2 at Javits Convention Center • Customized package in development Rationale: • 2013 attendance: over 5700 trade professionals • Attendees interact with sponsors & exhibitors; event has over 100 Investment: • Estimated Cost: $3,600 minimum 123 Packet Pg. 378  5.a.1 Florida Encounter Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • December 4 – 6 at PGA National Resort & Spa in Palm Beach County • 32nd year • Customized package in development Rationale: • Hosted by Visit Florida • One stop solution for meeting, convention, incentive and newly added sports planners Investment: • Estimated Cost: $2,200 124 Packet Pg. 379  5.a.1 Southern Women’s Tradeshow Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Memphis: March 7 – 9th @ Agricenter • Nashville: March 27 – 30th @ Music City Center • Custom package in development Rationale: • Lifestyle consumer event • Women account for 85% of all consumer purchases and 92% of vacations Investment: • Estimated Cost: $3,600 125 Packet Pg. 380  2013 A Very Emerald Christmas 126 5.a.1 Packet Pg. 381 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 2013 - A Very Emerald Christmas Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Objective: • Drive visitation Thanksgiving – New Years Timing: • October 23 – December 15 Media Budget: • $126,271 127 Packet Pg. 382  5.a.1 Regional Magazines Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Prioritized list of top-feeder markets • Atlanta • Birmingham • New Orleans • Louisville • Houston • Dallas • Nashville • Full Page 4C units, November • October promotional exposure • Multiple impressions to target, including print, digital and social • Contesting/Sweepstakes to provide further exposure 128 Packet Pg. 383  5.a.1 Atlanta Magazine Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Promotional Exposure • October sweepstakes • Atlantamagazine.com • Facebook • Twitter • Database collection for remarketing • Postcard to be sent to 43,471 subscriber list • November FP4C unit • Requires immediate approval • Publication pushed back deadline 2 weeks • Minimum Impressions: 147,478 129 Packet Pg. 384  5.a.1 Birmingham Magazine Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Promotional Exposure • October / November e-blasts • Delivered to over 10,000 opt-in subscribers • Drops on Thursdays • Five (5) blasts • November FP4C unit • Requires immediate approval • Minimum Impressions: 62,500 130 Packet Pg. 385  5.a.1 New Orleans Magazine Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Promotional Exposure • November/December sweepstakes neworleansmagazine.com • E-newsletter for entire month • December print ad • Postcard to be sent to 17,000 subscriber list • November FP4C unit • Requires immediate approval • Minimum Impressions: 119,750 131 Packet Pg. 386  5.a.1 Louisville Magazine Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Promotional Exposure • October e-blasts • Delivered to over 7,500 opt-in subscribers • Drops on Thursdays • Two (2) blasts • November FP4C unit • Requires immediate approval • December sweepstakes ad • Co-partnered contest • $2,240 requested in trade • Minimum Impressions: 63,000 132 Packet Pg. 387  5.a.1 Texas Monthly Magazine Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Promotional Exposure • November FP4C unit • Requires immediate approval • Publication pushed back deadline 1 1/2 weeks • December sweepstakes ad • 1/3rd page unit • Promoted online • Minimum Impressions: 600,000 133 Packet Pg. 388  5.a.1 Nashville Magazine Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Promotional Exposure • November FP4C unit • Requires immediate approval • Two (2) dedicated e-blasts (Oct, Nov or Dec) • Recommendation is October • 32,000 opt-ins • Promoted on nashville.com & through Social Media • Minimum Impressions: 150,000 134 Packet Pg. 389  5.a.1 Knoxville CityView Magazine Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Promotional Exposure • Direct mail inclusion • Mid-October • 18,000 opt-ins • November FP4C unit • Requires immediate approval • Co-partnered sweepstakes • CityView.com • CityView magazine • Facebook, Twitter • E-newsletter • Minimum Impressions: 102,756 135 Packet Pg. 390  5.a.1 Southern Living Digital Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Placements: • Exclusive family travel package sponsorship • Logo, banners • Social mentions across Southern Living’s social accounts, driving to family travel content • Support banner rotation across SouthernLiving.com, including bonus impressions Rationale: • Family travel focus provides support for campaign’s family audience • Southern Living readers have a high propensity to travel to Florida (205 index) Minimum Impressions: • 3,167,062 Source: MRI Doublebase 2012 – Vacation within Florida, 3+ nights stay, earning $50,000+ HHI 136 Packet Pg. 391  5.a.1 Southern Living Magazine Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Promotional Exposure • In addition to digital investment, publication will also highlight “Very Emerald Christmas” • New in-book promotional page • 1 of 5 highlighted Christmas promotions • December placement – on sale 11/15/13 • Minimum Impressions: 15,000,000 137 Packet Pg. 392