Okaloosa County BOCC — August 19, 2014 — Action Item Printout

BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: August 19, 2014 TO: Honorable Chairman and Members of the Board FROM: Ed Schroeder SUBJECT: 2014-2015 Strategic Marking Plan Adoption DEPARTMENT: Tourist Development Department BCC DISTRICT: STATEMENT OF ISSUE: Pursuant to Section D.200(2) of the Tourist Development Department Operations and Procedures Manual, all advertising/marketing expenditures made during the fiscal year shall be in conformity with the approved Strategic Marketing Plan. The Strategic Marketing Plan shall be presented to the TDC for review and recommendation, and final approval shall be by the Board in the form of a Resolution. BACKGROUND: As a result of input received from the community, stakeholders, advertising agency, and the TDC, the attached Strategic Marketing Plan (“SMP”) was developed. The SMP encompasses all seasons and all activities; promotions conducted in-house by TDD staff as well as promotions conducted by the advertising agency. Expenses classified as “promotional activities” according to the uniform chart of accounts are budgeted at $3.3M and are summarized below and on page 147 of the SMP. Promotional Items $83,370 Local Event Promotions $4,700 Trade Show Fees $65,655 Advertising Agency (base services & travel) $465,000 Advertising Agency (media planning & purchasing) $100,000 Website Maintenance & Development $82,500 Familiarization Tours, Press Visits $70,400 Media Campaign $1,914,775 Campaign Production $200,000 Special Events $225,000 Airport, Welcome Centers, Publications $11,210 Promotional Reserve $100,000 FY 2014-2015 Budget $3,322,610 The Tourist Development Council reviewed the SMP and voted to recommend approval as part of the 2014-2015 budget at its May 29, 2014 meeting. OPTIONS: Approve or Disapprove RECOMMENDATION: Approve Resolution 2014-__ adopting the Okaloosa County Tourist Development Department Strategic Marketing Plan for Fiscal Year 2014-2015; a copy of which is attached. RECOMMENDED BY: APPROVED BY: Ernie Padgett, County Administrator