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

3.1.d Key Initiatives Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of • Launch Instagram • Fastest growing image – based social network online, with nearly 100 million current active users • Conversations revolve around the beaches, countdowns to vacations in the area and activities visitors partake in • Shoulder Season Campaigns • Engage audience with reasons to believe that it’s a great time to visit • Utilize Instagram as a way to communicate experiences through photo contests Packet Pg. 69 33  3.1.d Key Initiatives Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of • A Very Emerald Christmas • Reintroduce YouTube channel to utilize videos to support message • Create Pinterest board and contests to focus on holidays • Summer • Leverage large crowds with live social content, including videos, Vine clips and any other new technology to show fun and maintain top-of-mind awareness Packet Pg. 70 34  Measuring Success 3.1.d Packet Pg. 71 Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of 35  3.1.d Measuring Success Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of Performance will be measured by: • Campaign Performance • Develop a reporting system that will track bookings • Track and report additional online metrics (impressions, clicks, click rate, etc.) • Ongoing Performance • Unique visits to website/campaign landing page • Tax revenue • Occupancy, ADR and RevPAR • Visitation • Visitor Spending Packet Pg. 72 36  Marketing Plan Budget 3.1.d Packet Pg. 73 Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of 37  3.1.d Marketing Plan Budget Attachment: 2013 - 2014 Strategic Marketing Plan Draft (1716 : Initial Presentation of Research $55,200 Leisure Campaign Fall Shoulder Season Campaign (September – October) $200,000 A Very Emerald Christmas Campaign (November – December) $525,000 Snowbird Campaign (January – February) $130,000 Spring Shoulder Season Campaign (March – May) $200,000 Summer Campaign (Memorial Day – Labor Day) $100,000 Bounceback Advertising & Promotion $25,000 Groups, Meetings & Conventions Campaign $200,000 Branding $300,000 Collateral, Campaign Production & Visitors Guide $400,000 Base Services/Travel Reimbursement $465,000 Total $2,600,000 Packet Pg. 74 38  4.A Tourist Development Council Meeting: 05/30/13 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Report Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 1717) DOC ID: 1717 TDD Expenses Updated: 5/23/2013 4:27 PM by Aida Wilkinson Page 1 Packet Pg. 75  4.A.a FY13 TDD - Expenses- By Department - As of 5/14/2013 Page 1 of 1 Account Account Title Budgeted Spent+Enc Available Spent% Dept 1175 1ST TDT-BEACHES & PARKS 5/14/2013 531002 PS-OTHER ATTORNEY SVCS 10,000 4,804 5,196 48% 531013 PS-PERMITTING 500 500 - 100% 531100 PS-CONSULTANT 0 30,278 (30278) 534716 CS-BEACH RENOURISH 1,050,000 1,131 1,048,869 0% 549520 ADMINISTRATIVE CHARGES 63,000 24,086 38,914 38% 549900 MISCELLANEOUS CHARGES 0 78 (78) 549901 LEGAL ADVERTISING 0 4,295 (4295) 581702 CITY OF DESTIN 1,550,439 - 1,550,439 0% 581719 CITY OF DESTIN-DREDGING 180,000 - 180,000 0% 599010 RESERVE/CASH CARRYFORWARD 4,060,170 - 4,060,170 0% 599090 RESERVE FOR CONTINGENCIES 1,851,761 - 1,851,761 0% Attachment: TDCFUND-1175-FY13 (1717 : TDD Expenses) Report: C:\Documents and Settings\dreavis\My Documents\!!FU\JimTrifillio\Report\TDCFUND-1175-FY13.imr Packet Pg. 76  4.A.b Packet Pg. 77 Attachment: CCF05222013_0001 (1717 : TDD Expenses)  4.A.b Packet Pg. 78 Attachment: CCF05222013_0001 (1717 : TDD Expenses)  4.A.b Packet Pg. 79 Attachment: CCF05222013_0001 (1717 : TDD Expenses)  4.A.b Packet Pg. 80 Attachment: CCF05222013_0001 (1717 : TDD Expenses)  5.A Tourist Development Council Meeting: 05/30/13 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Information Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 1719) DOC ID: 1719 Procedures Updated: 5/24/2013 9:15 AM by Aida Wilkinson Page 1 Packet Pg. 81  5.A.a A.400 MISSION 1) The Council’s primary responsibility is to advise and make recommendations to the Board on matters related to tourism sales, marketing, and advertising in order to help increase overall visitation and lodging facility occupancy. The Council shall advise and make recommendations to the Board for the effective operation of the special projects or for uses of the Tourist Development Tax revenue. The Council shall continuously review expenditures of revenues from the Tourist Development Trust Fund and shall Attachment: AMENDED TDC MANUAL 4-12-13 COUNCIL VACANCIES (1719 : Procedures) receive expenditure reports, at least quarterly, from the Tourist Development Department Director (the “Director”). 2) The Council shall also make annual recommendations on the promotion and operation of the Emerald Coast Convention Center, the Visitors Welcome Center, the funding of beach cleaning, beach restoration and improvements, a certified mandated State of Florida turtle watch program, water testing throughout Choctawhatchee Bay and the Gulf of Mexico, the Emerald Coast Film Commission, public beach access, County parks and beaches within the sub-county taxing district, funding improvements and maintenance of other tourist destination facilities within the sub-district, funding the artificial reef program, and overseeing the Okaloosa County Environmental Council. A.500 COUNCIL COMPOSITION/VACANCIES 1) Composition. The composition of the Council shall be as set forth in Section 125.0104, Florida Statutes, and Resolution