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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