Okaloosa County BOCC — August 19, 2014 — V.c.2 Strategic Marketing Plan 2014-2015 — reading text

STRATEGIC MARKETING PLAN DRAFT May 29, 2014  Table of Contents 2013 Snapshot 3 Objectives & Strategies 5 Marketing Initiatives 13 Consumer Research 15 Website 17 Public Relations 20 Ongoing Social Media 26 Media Strategy & Messaging 32 Leisure Media Plan 35 Co-Op Media Plan 78 Media Plan Detail 125 Measuring Success 144 Marketing Plan Budget 146 TDC Meeting 5.29.14 2  2013 Snapshot TDC Meeting 5.29.14 3  Share of Market % 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Winter Spring '13 Summer '13 Fall '13 Winter '12/'13 '13/'14 Escambia Okaloosa Walton Bay TDC Meeting 5.29.14 4  Objectives, Strategies & Tactics TDC Meeting 5.29.14 5  Objectives • Drive leisure, group and meeting visitation during the shoulder seasons • Maintain top-of-mind awareness during peak seasons • Leverage awareness of Let’s Go #EmeraldCoasting brand • Maximize impact of media spend TDC Meeting 5.29.14 6  Strategies • Communicate year-round messaging while focusing on driving business during the shoulder seasons • Utilize research to motivate consumers to select Emerald Coast as their vacation destination • Utilize festivals and special events to drive trial and repeat visitation • Continue to embrace social media as an essential component of the communications plan TDC Meeting 5.29.14 7  Tactics • Target consumers with a combination of TRADITIONAL and ONLINE marketing • Communicate the brand through NICHE MEDIA including weddings, groups, meetings, signature events and eco- tourism • Offer bed-tax collectors a variety of COOPERATIVE media opportunities designed to broaden awareness and EmeraldCoasting.com deliver qualified leads • Collaborate with VISIT FLORIDA to maximize impact of media spend • Deploy quarterly CONSUMER E-NEWSLETTERS to maintain top of mind awareness • Position the consumer as ONE CLICK AWAY from our website and potential bookings • Promote and TRACK special events and sponsorships via WEBSITE TDC Meeting 5.29.14 8  Target Audience Profile Demographics • Adults • Ages 25 – 64 (skewing women) • Annual HH income of $75,000+ (skewing higher) Mindset/Lifestyle • Traveler – at least 3-night stay • Interested in the beach, fishing, shopping, restaurants and more • Looking for an accessible escape TDC Meeting 5.29.14 9  Seasonality Booking Window Impact Period Primary Audience Couples and/or groups Post-Spring Break – without children; Spring Spring January – March pre-Memorial Day Break visitors Mid-January – Memorial Day – Summer Mid-June Mid-August Families Mid-August – December 2015 – Retired adults from northern Snowbirds November February 2016 climates (including Canada) Couples and/or groups Mid-June – Mid- Mid-August – without children; Fall Break Fall October Thanksgiving visitors Thanksgiving – 2015 Christmas Mid-August – October New Year’s Families and/or couples TDC Meeting 5.29.14 10  Media Markets Primary target audiences will include leisure travelers within a 13-hour-drive radius of the Emerald Coast as well as meeting/group business travelers TDC Meeting 5.29.14 11  Emerging Markets Secondary emerging markets will include: TDC Meeting 5.29.14 12  Marketing Initiatives TDC Meeting 5.29.14 13  Marketing Initiatives • Conduct annual consumer RESEARCH to measure ROI • Enhance GROUPS & MEETINGS section of WEBSITE to communicate Let’s Go #EmeraldCoasting brand • Generate EARNED MEDIA through public relations • Create SOCIAL MEDIA AWARENESS and engagement through community management and cross-channel campaigns • Develop MEDIA STRATEGY & MESSAGING that most effectively reaches the target audience, DRIVES VISITATION and delivers direct leads TDC Meeting 5.29.14 14  Consumer Research TDC Meeting 5.29.14 15  Consumer Research Conduct CONSUMER RESEARCH to increase efficacy of marketing efforts and determine the following: • VISITATION • Visitor expenditure • Length of stay • CITIES OF ORGIN • Transportation method • DEMOGRAPHICS • Forecasting for the future TDC Meeting 5.29.14 16  Website TDC Meeting 5.29.14 17  Website Strategy Optimize performance of the website: • Examine the unique user experiences occurring on each site for possible integration • Enhance Groups & Meetings section of site to incorporate Let’s Go #EmeraldCoasting brand • Ongoing review of Google Analytics of the sites for user trends and patterns • Continue to update and provide new and relevant content and features to engage consumer interest TDC Meeting 5.29.14 18  Pocket Ranger App • Emerald Coast is showcased as the SIGNATURE BEACH in the Pocket Ranger App for Florida state parks • Interactive guide gives USERS ACCESS to all state park trails with detailed information, amenities, facility maps and directions TDC Meeting 5.29.14 19  Public Relations TDC Meeting 5.29.14 20  General Awareness Objectives • Raise AWARENESS of the Emerald Coast with travelers • 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 the Emerald Coast as the top choice for a beach vacation destination • Position the destination’s unique offerings as a premier location for GROUP and MEETING BUSINESS • Leverage the CVB’s marketing activities to earn LOCAL MEDIA coverage TDC Meeting 5.29.14 21  National/Regional Tactics • Host THEMED PRESS TRIPS for national travel journalists and bloggers Recommended themes: • Gulf Fishing (around Fishing Rodeo timing) • Girl’s Getaway • Snowbird Haven • Regional OUT OF MARKET TV APPEARENCES and DECKSIDE MEDIA MEETINGS to promote major events and seasonal tourism TDC Meeting 5.29.14 22  National/Regional Tactics • Host INDIVIDUAL MEDIA VISITS for writers who reach consumers from target markets interested in unique aspects of Emerald Coast Potential topics for features: • Family travel • Major events • Eco-tourism • Summer fun TDC Meeting 5.29.14 23  Local Tactics • Host NATIONAL TOURISM WEEK industry event/rally annually in May to generate local media exposure and appreciation among Emerald Coast citizens for its local tourism marketing efforts and the industry’s economic impact • Unveil of ANNUAL STRATEGIC MARKETNG PLAN/CAMPAIGNS TDC Meeting 5.29.14 24  Local Communications Plan Target Audience • Permanent RESIDENTS of Emerald Coast Key media outlets • WEAR-TV • WALA-TV • WKRG-TV • The Destin Log • Northwest Florida Daily News • WFTW-AM • WNWF-AM TDC Meeting 5.29.14 25  Ongoing Social Media TDC Meeting 5.29.14 26  Overview Objectives • Utilize social channels to reach current Emerald Coast visitors, future visitors and the local community • Provide a unique, two-way communication channel to call fans to action Strategies • Generate awareness about the Emerald Coast as a tourist destination with unique or crowd sourced content • Drive consideration by educating fans about the Emerald