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

Site Visits Visit TripAdvisor Destination and $79,000 5,263,157 19,272 $4.10 Competition Targeted Banners Yahoo BT/Geo-targeting, $130,000 21,035,012 14,188 $9.16 Search Retargeting Sizmek Real Time Bidding $60,000 19,130,435 6,584 $9.11 partner Centro-Rocketfuel BT/Geo -targeting $107,000 15,220,485 13,620 $7.86 Google & Bing/Yahoo Campaign-specific and $742,525 n/a 322,936 $2.30 General Keyword- triggered Search Ads Facebook Geo and Behaviorally $21,168 n/a 14,687 $1.44 Targeted Tile Ads Google Display Re-messaging Banners $2,756 n/a 2,292 $1.20 Sizmek Ad Serving Fees $6,065 n/a n/a n/a Total $1,148,513 205,149,089 393,578 $2.90 TDC Meeting 5.29.14 152  Baseline vs. Baseline + Incremental Impact on Visitation Baseline budget, full fiscal year Est. Site Visits - Total, from Digital Media Only 131,893 Site Visits - Display 66,757 Site Visits - Search 65,137 Historical % of Site Visits from Display 21% Historical % of Site Visits from Search 18% Est. % of Site Visits from Search + Display 39% Est. Total Site Visits 342,580 Baseline budget + incremental budget, full fiscal year Est. Site Visits - Total, from Digital Media only 393,578 Site Visits - Display 70,642 Site Visits - Search 322,936 Historical % of Site Visits from Display 21% Historical % of Site Visits from Search 18% Est. % of Site Visits from Search + Display 39% Est. Total Site Visits 1,022,281 Source: Google Analytics TDC Meeting 5.29.14 153  Consolidated Strategic Marketing Plan (option 2) Activity Dollars Promotional Items & Collateral (Trade Shows, Sales Calls, Film, Visitor Center, ECCC, & Other) $83,370 Local Event Promotional Activities $4,700 Trade Show Fees $65,655 Advertising Agency (Base Services & Travel) $465,000 Advertising Agency (Media Planning & Purchasing) $100,000 Website Development & Maintenance $82,500 Familiarization Tours, Press Visits $70,400 Media Campaign (Fall/Winter, Christmas, Snowbird, Spring/Summer, Non-Seasonal/Niche, Groups, $2,511,750 Meetings/Conventions) Campaign Production $200,000 Special Events (Application Funding & Direct Advertising) $225,000 Airport, Welcome Center, & Publication Advertising $11,210 Promotional Reserve $100,000 Grand Total Promotional Activities (-548xxx accounts) $3,919,585 TDC Meeting 5.29.14  Appendix TDC Meeting 5.29.14 155  Group Travel Plan TDC Meeting 5.29.14 156  Group Travel Leader Rationale: • Industry recognized The Group Travel Leader family of publications/websites • 20,000 travel buyers and industry professionals Highlights: • 6-month online banner advertising Investment & Return: • Cost: $3,600 • Impressions: 30,000 minimum TDC Meeting 5.29.14 157  Group Travel Directory, Reunions Workbook Rationale: • Part of Premier Travel Media – network of over 130,000 planners • Integrated print and digital products and site profile summaries Highlights: • 12-months online banner advertising – Group Travel Directory • Reunions Market Site InSpection: site profile with multiple images, links back to Emerald Coast site Investment & Return: • Cost: $2,290 • Impressions: 182,400 minimum TDC Meeting 5.29.14 158  Bus Tours/Motor Coach Plan TDC Meeting 5.29.14 159  American Bus Association Rationale: • Tour and motorcoach planners and operators association • Polled preference for obtaining destination advertising information: 64% went to website based on advertising Highlights: • Largest customer segments: mature adults (A65+), student groups and adult groups 45-54 years of age • 15,500 average unique visitors per month • 12-month online banner advertising Investment & Return: • Cost: $6,000 • Impressions: 186,000 minimum TDC Meeting 5.29.14 160  Florida and Alabama Motor Coach Associations Rationale: • Direct access to top feeder market group travel associations • Members are responsible for planning and operations • Florida: recently re-organized and is managed by ABA Highlights: • Florida: 12-month banner advertising in FMA Bus Bulletin and online travel directory • Alabama: FP4C in annual directory and QP4C in Spring newsletter Investment & Return: • Cost: $3,150 • Impressions: 40,550 minimum TDC Meeting 5.29.14 161  Red Hot Celebrations Rationale: • The travel trade’s event connection • Mission is to be a one-stop shop for tour operators looking to add value to their itineraries by including special events • Database, e-newsletter and website platforms Highlights: • DMO package includes listing of up to three events as part of Red Hot Celebrations’ website and planner e- blast • 2x customized, geo-targeted e-newsletters – 100% SOV Investment & Return: • Cost: $1,250 • Impressions: 30,500 minimum TDC Meeting 5.29.14 162  Religious Groups Plan TDC Meeting 5.29.14 163  Christian Meetings & Conventions Association Rationale: • Official newsletter of the Christian Meetings & Conventions Association Highlights: • Circulation: 1,200 • HP4C: in each quarterly issue within FY • Winter (January), Spring (April), Summer (August) Investment & Return: • Cost: $1,200 • Impressions: 3,600 minimum TDC Meeting 5.29.14 164  Religious Travel Directory Rationale: • Part of Premier Travel Media – network of over 130,000 planners • Integrated print and digital products and site profile summaries Highlights: • 12-month online banner advertising • Religious site inspection: site profile with multiple images, links back to Emerald Coast site Investment & Return: • Cost: $2,290 • Impressions: 48,000 minimum TDC Meeting 5.29.14 165  Going On Faith Rationale: • Part of industry recognized The Group Travel Leader family of publications/websites • Strong voice of faith-based travel • Over 7,000 qualified travel planners for churches and religious organizations Highlights: • 12-month online banner advertising Investment: • Cost: $3,600 • Impressions: 60,000 minimum TDC Meeting 5.29.14 166  Meetings & Conventions Plan TDC Meeting 5.29.14 167  Trade Lead Generation Plan TDC Meeting 5.29.14 168  Meetings Focus Rationale: • ECCC/CVB supplies criteria • Project becomes turnkey • Delivered higher-qualified lead base Highlights: • Prospect calling/lead generation by industry reps • Daily and weekly reports – all calls recorded/verified • Have been provided leads this FY Investment & Return: • Cost: $6,500 • 90 hours of calls • Estimated room nights provided/various conversions applied to estimate ROI TDC Meeting 5.29.14 169  Integrated Hospitality Sales Solutions Rationale: • Industry experience of 30+ years • Marketing professionals who contract with DMOs and hotels primarily to grow qualified leads and overall revenue base Highlights: • Call center and digital contact strategies • Agreed-upon criteria including market segments and call script • 1,000 multi-contact leads Investment & Return: • Cost: $15,000 and booking commission of 10.5% • Estimated conversion rate of 20% - $1,000,000 room night bookings TDC Meeting 5.29.14