Okaloosa County Tourist Development Council — Apr 25, 2013 — reading text

3.1.c Attachment: 2Qtr5Pennies (1716 : Initial Presentation of Proposed 2013-2014)  3.1.d Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of October 1, 2013 – September 30, 2014 Strategic Marketing Plan - DRAFT May 30, 2013 Packet Pg. 37  3.1.d Table of Contents Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of 2013 Snapshot 3 Objectives & Strategies 7 Marketing Initiatives 13 Research 15 Year-round Campaigns 20 Public Relations 27 Ongoing Social Media 30 Measuring Success 35 Marketing Plan Budget 37 Packet Pg. 38 2  2013 Snapshot 3.1.d Packet Pg. 39 Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of 3  Source: Smith Travel Research, Inc. Occupancy 3.1.d Packet Pg. 40 Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of 4  3.1.d 2% Monthly Collections Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of 1.2 Thousands 1 0.8 0.6 2012 2013 0.4 0.2 0 Source: Okaloosa County March Tax Revenue Report Packet Pg. 41 5  3.1.d Conversation Cloud Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of Visual representation for keyword text data across the web from March – May 2013 Packet Pg. 42 6  Objectives & Strategies 3.1.d Packet Pg. 43 Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of 7  3.1.d Objectives Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of • Drive leisure, group and meeting visitation during the Shoulder Seasons • Maintain top-of-mind awareness during peak seasons • Leverage awareness of Okaloosa County’s Emerald Coast brand • Maximize impact of media spend Packet Pg. 44 8  3.1.d Strategies Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of • Communicate year-round messaging while focusing on driving business during the Shoulder Seasons • Utilize research to motivate consumers to select the Emerald Coast as their vacation destination • Target consumers with a combination of traditional and online marketing • Promote and track special events and sponsorships via website • Communicate a value message while growing revenue • Utilize festivals and special events to drive trial and repeat visitation Packet Pg. 45 9  3.1.d Target Audience Profile Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of Demographics • Adults • Ages 25 – 64 • Annual HH Income of $50,000+ skewing higher Mindset/Lifestyle • Traveler – at least a 3-night stay • Interested in the beach, fishing, shopping, restaurants and more • Looking for an accessible escape Packet Pg. 46 10  3.1.d Media Markets Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of Primary target audiences will include leisure travelers within a 13-hour–drive radius of the Emerald Coast as well as meeting/group business travelers Packet Pg. 47 11  3.1.d Media Markets Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of Secondary target audience will include travelers with nonstop lift access Packet Pg. 48 12  Marketing Initiatives 3.1.d Packet Pg. 49 Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of 13  3.1.d Initiatives Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of • Conduct annual consumer research to measure ROI • Develop and implement the following campaigns: • Fall Shoulder Season Campaign, September – October • A Very Emerald Christmas Campaign, November – December • Snowbird Campaign, January – February • Spring Shoulder Season Campaign, Post-Spring Break – Memorial Day • Summer Campaign, Memorial Day – Labor Day • Generate earned media through Public Relations • Create Social Media awareness and engagement through community management and cross-channel campaigns Packet Pg. 50 14  Research 3.1.d Packet Pg. 51 Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of 15  3.1.d Consumer Research Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of • Conducting consumer research to increase efficacy of marketing efforts • Understand consumers’ attitudes, awareness and perceptions of Destin, Ft. Walton and Okaloosa Island • Uncover opportunities to increase visitation • Obtain understanding of what drives visitation • Understand leisure travel planning process • Explore meaning of Emerald Coast • Uncover any barriers to visitation Packet Pg. 52 16  3.1.d Initial Findings Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of • Travelers plan their trips according to a variety of factors such as special events, deals or interests • Beach vacations tend to fit into two categories: easy getaways and the annual vacation • Planning for any vacation is primarily done online • Beach travelers have a particular set of priorities (budget, ease of travel, activities and interests, etc.) • Non-peak season beach trips are attractive for their lower prices and smaller crowds • Beaches of Emerald Coast are familiar to regional travelers Source: Marketing Dynamics Research Group Study 2013 Packet Pg. 53 17  3.1.d Visitor Profile Research Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of • Partnering with University of West Florida to develop visitor profile information in order to: • Measure ROI and effectiveness of marketing efforts • Define marketing parameters • Media Markets • Demographics • Target Insight • Outline growth of the destination and forecast for the future