Okaloosa County BOCC — Sep 9, 2013 — reading text

5.a.1 Online Approach Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Focus on key performers from previous campaigns • Blend contextually-relevant placements with behavioral and geo-targeted placements to achieve maximum reach against target 138 Packet Pg. 393  5.a.1 TripAdvisor Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Placements: • Banners targeted to Destin, Fort Walton Beach and Okaloosa Island content • Geo-targeted banner rotation across beach travel content • Bonus run of site banner rotation Rationale: • TripAdvisor has been consistent in terms of driving site-side actions for both our Spring and Summer efforts • 15% reach and 132 index against target (Comscore) Minimum Impressions: • 817,000 139 Packet Pg. 394  5.a.1 Google Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Placements: • Text ads targeted to relevant keyword categories: • Holiday travel getaways/deals (“last minute holiday vacation ideas”, “holiday beach trip”, etc.) • Competitive market terms (“Pensacola hotels”) • General travel (“travel deals”, “travel offers”) • Emerald Coast branded terms (“Destin travel”) Rationale: • Reaches travelers when they are actively seeking out relevant information • Google text ads have been a consistent site-side action driver • Cost per click bidding structure allows for minimal risk Minimum Impressions: • 1,250 estimated clicks 140 Packet Pg. 395  5.a.1 Visit Florida Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Placements: • Prominent position on site’s most visited page • Content Tile ad rotates between limited number of advertisers • 194x255 and 160x600 Rationale: • #1 visited Florida site • Over 250,000 unique monthly visitors August - November Source: Compete.com – August through November 2012 site traffic 141 Packet Pg. 396  5.a.1 Satellite Radio Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • 30 second spots at an amazing CPM • 4 channels per week • 95 spots per week (380 total) • 135 promotional spots through Holiday Gift Guide Sponsorship ($32K Value) Rationale: • Strong radio option for target audience • Provides coverage in key markets and beyond Investment & Return: • Cost: $21,930 • Impressions: 17,025,000 142 Packet Pg. 397  5.a.1 Digital Outdoor Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Planned for 3 markets • 2 Boards per market for 1 month Rationale: • High impact visuals with increased noticeability • Flexibility with creative messaging • 24/7 exposure Atlanta Birmingham Nashville Investment & Return: • Cost: $20,000 • Impressions: 3,437,251 143 Packet Pg. 398  5.a.1 Atlanta Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Heart of Buckhead heading towards Midtown • Top end of I-285, heading towards I-85 • Near Dunwoody, Sandy Springs • Target Perimeter Mall 144 Packet Pg. 399  5.a.1 Birmingham Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • I-65 near Oxmoor Road • AL 150 near Riverchase Drive 145 Packet Pg. 400  5.a.1 Nashville Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Inbound to I-65 • North Nashville route • Rivergate & Hendersonville retail • Affluent traffic from Brentwood, Cool Springs, and Franklin 146 Packet Pg. 401  6.a Tourist Development Council Meeting: 10/24/13 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Presentation Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2194) DOC ID: 2194 Plan for Recovered BP Funds Updated: 10/21/2013 5:40 PM by Aida Wilkinson Page 1 Packet Pg. 402  6.a.1 Attachment: BP_Presentation (2194 : Plan for Recovered BP Funds) January 1 – March 31, 2014 BP Spend October 24, 2013 Packet Pg. 403  6.a.1 BP Budget Attachment: BP_Presentation (2194 : Plan for Recovered BP Funds) Total Allocation: • $957,471 Timing: • December 1, 2013–March 30, 2014 • All dollars are required to be spent by March 30, 2014 2 Packet Pg. 404  6.a.1 Summary Vendor Opportunity Impressions Dollars 2-3 networks ; :30s and :15s ; February - National Cable 21,475,770 $390,000 Attachment: BP_Presentation (2194 : Plan for Recovered BP Funds) April and June through August 2014 TV segments featuring EC, full year national Bill Dance TV exposure, YouTube episodes, 26x 8,475,000 $55,000 Facebook fishing updates Southern Living 2/3 page, 4C ad – March 7,925,568 $62,000 Golf Digest/Architectural FP, 4C – February 2014 issue 1,628,660 $73,550 Digest Satellite Radio :30 sec schedules Nationally, January - March 19,734 $32,895 Commercial spots and EC produced segments, visitor info network – thru SE Destination TV 19,073,500 $64,026 hotel/condo rooms from January through September 3 Packet Pg. 405  6.a.1 Summary Vendor Opportunity Impressions Dollars Attachment: BP_Presentation (2194 : Plan for Recovered BP Funds) Performance-Targeted RocketFuel 13,946,822 $90,000 Banners Adara BT/Geo-Targeted Banners 5,593,880 $60,000 Travelandleisure.com, Run of Site Banners 2,000,000 $41,255 Foodandwine.com Brand Television $65,745 Event/Brand Photography $23,000 GRAND TOTAL 80,138,934 $957,471 4 Packet Pg. 406  Appendix 5