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

Packet Pg. 54 18  3.1.d Visitor Profile Research Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of • Findings to include: • Visitation • Visitor Expenditure • Length of Stay • Cities of Origin • Demographics • Hotel Nights/Condo Nights • Forecasting for Future • Economic Impact Packet Pg. 55 19  Year-round Campaigns 3.1.d Packet Pg. 56 Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of 20  3.1.d Shoulder Season Campaigns Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of Objectives • Drive new visitation and increase bookings to Okaloosa County’s Emerald Coast post-Spring Break through Memorial Day and post-Labor Day through October Strategies • Build and maintain visibility across all steps in the travel planning and booking process • Paid search, travel content and booking/deal sites and Social Media • Utilize media to drive consumers to campaign landing pages • Communicate value messages to drive bookings Packet Pg. 57 21  3.1.d Shoulder Season Campaigns Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of Target Audience • Primary Audience • Adults 25-54 without children in the home • Annual HH Income of $50,000+ skewing higher • Secondary Audience • Senior adults Media Spend • $200,000 per Campaign Packet Pg. 58 22  3.1.d A Very Emerald Christmas Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of Objectives • Drive new visitation and increase bookings during the entire month of December Strategies • Create a new season by developing a new product, A Very Emerald Christmas • Capitalize on existing events, room discounts, restaurant specials and more to create a unique consumer experience during the holiday time period Target • Primary Audience • Adults 25-64 • Annual HH Income of $50,000+ skewing higher Media Spend • $525,000 Packet Pg. 59 23  3.1.d Summer Campaign Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of Objectives • Maintain top of mind awareness among consumers when choosing their summer family beach vacation Strategies • Highlight family – friendly activities in Okaloosa County to drive visitation • Reach target audience across all platforms in the travel planning process Target • Primary Audience • Adults 25-64 Media Spend • $100,000 Packet Pg. 60 24  3.1.d Snowbird Campaign Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of Objectives • Drive visitation to Okaloosa County during the winter months among Snowbird travelers Strategies • Communicate the unique activities and value that Okaloosa County offers during the winter • Develop tactical approaches to directly reach consumers and encourage them to choose Okaloosa County as their winter escape Target • Primary Audience • Adults 55+ Media Spend • $130,000 Packet Pg. 61 25  3.1.d Groups, Meetings & Conventions Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of Objectives • Raise awareness of Okaloosa County as the premier destination to hold events, meetings and groups • Drive incremental bookings Strategies • Position Okaloosa County’s Emerald Coast’s unique offerings as the premier location for groups and meeting business • Develop collateral material to support top niche audiences (e.g., military video) • Identify key media opportunities to effectively reach target audiences • Utilize lead generation outlets to directly solicit RFPs (e.g., Cvent) • Work in collaboration with Public Relations and Social Media to position Okaloosa County’s Emerald Coast as the top group and meeting destination Packet Pg. 62 26  Public Relations 3.1.d Packet Pg. 63 Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of 27  3.1.d General Awareness Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of Objectives • Raise awareness of Okaloosa County’s Emerald Coast • Leverage the natural assets of the area to highlight the Emerald Coast during Shoulder Seasons Strategies • Support Shoulder Season Campaigns • Work in collaboration with Social Media to utilize existing media channels (e.g., Facebook, Twitter) • Utilize news coverage to establish Okaloosa County’s Emerald Coast as the top choice for a vacation destination • Position Okaloosa County’s Emerald Coast’s unique offerings as the premier location for group and meeting business Packet Pg. 64 28  3.1.d Tactics Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of Provide Event-Focused Outreach • Outreach to target publications • Identify newsworthy events for corresponding trade publications Target Regional/National Media Outlets • Pitch story angles that highlight Okaloosa’s assets • Facilitate media opportunities and inquiries • Invite media to participate in familiarization tours • Establish a presence at the Society of American Travel Writers 2013 Convention, October 20-25, 2013 on the Mississippi Gulf Coast • Create a pre- or post-destination tour for select travel writers Packet Pg. 65 29  Ongoing Social Media 3.1.d Packet Pg. 66 Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of 30  3.1.d Overview Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of Objectives • Utilize social channels to reach current Okaloosa County visitors, future visitors and the local community • Provide a unique, two-way communication channel to call fans to action • Glean consumer insights from all social networks to enhance content and generate brand awareness Strategies • Generate awareness about Okaloosa County’s Emerald Coast as a tourist destination through current and new social channels • Drive consideration by educating fans about the Emerald Coast through live content and repurposing user experience • Integrate Social Media into campaigns throughout the year, keeping messaging consistent through all channels • Encourage preference by identifying and engaging key online influencers in conversation Packet Pg. 67 31  3.1.d Channels Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of Fans/Followers (As of URL Network 5/20/13) Facebook www.facebook.com/FloridasEmeraldCoast 447K Twitter twitter.com/EmeraldCoastFLA 3.5K Pinterest pinterest.com/emeraldcoastfla/ 248 Instagram To Come To Come Packet Pg. 68 32