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

170  CVENT Convention Center listed under Supplier Network, driving to Diamond Listing Rationale: • Premier hub for meeting planners, serving as a portal for global destination and accommodation information • Suggested ad placement sold on a cost per lead basis Highlights: • 2-Diamond Listing, with opportunity to refresh content and images • Suggested ad lead-generating listing Investment & Return: • Cost: $5,802 • $1,000 allocated to Suggested Ads, with 15 guaranteed leads TDC Meeting 5.29.14 171  CVENT, cont’d • Suggested ads reach meeting planners when they are in the RFP submission process, comparing venues and locations • Ads show only next to other venues that are similar to the Emerald Coast Convention Center in terms of size, location and rating. This ensures relevancy based on meeting planner’s searches, research and RFP parameters • Suggested ads ensure qualified leads on a low risk pricing model TDC Meeting 5.29.14 172  LinkedIn Rationale: • Hyper targeted option for reaching meeting planners when they are networking, seeking out professional information, and, in general, in the career/work-mindset • Compliments CVENT buy, reaching 48% of the CVENT audience • National coverage at low-risk CPC pricing model Highlights: • Image + Text ads targeted to: • Meeting Planners, based on job title • Meeting Grops/Association members (PCMA Global Meetings, MPI, etc.) • Option to test Lead Gen overlay, driving to ECC Linked In page Investment & Return: • Cost: $11,962 • Estimated Clicks: 2,991 TDC Meeting 5.29.14 173  Google and Bing-Yahoo Search Rationale: • Reaches planners across multiple specialties as they actively seek out information related to market, venue, etc. • Places Emerald Coast Convention Center front and center to a qualified audience Highlights: • Text ads targeted to relevant keywords across general meeting planning and branded terms • We recommend focusing the budget on branded terms based on initial FY14 performance (sample terms: Destin conference center, convention center Destin Florida) • We would recommend opening targeting to national audience • CPC price structure minimizes waste • Enabling Google’s conversion-focused optimization tool further minimizes waste • Consider enabling re-messaging within Google network, reaching site visitors who did not request RFP info Investment & Return: • Cost: $6,811 • Majority of budget to be allocated to Google based on general usage • Estimated Clicks: 2.7k+ TDC Meeting 5.29.14 174  Google and Bing-Yahoo Search, cont’d Sample Google Search Result Sample Bing-Yahoo Search Result TDC Meeting 5.29.14 175  Corporate/Association/ Government Plan TDC Meeting 5.29.14 176  Collinson Media Rationale: • Comprehensive meeting planner platform, including events • Ad package encompasses Corporate/Association, Religious, Sports meeting planners • Strong lead generation partner • Discounts on marketplace events ($700 off each event) Highlights: • 3x HP4C in each publication: Connect, Collaborate, Rejuvenate with 6 HP of matching editorial • 4x insider series video sponsorship: includes pre-roll video, interview, e-blast, SM pushes • Inclusion of sales kit in meeting planner bags • 220 guaranteed leads Investment & Return: • Cost: $60,200 • Impressions: 374,500 minimum TDC Meeting 5.29.14 177  Plan Your Meetings Rationale: • Reaches multiple types of planners: Corporate, Association, SMERF, Incentive Travel • Full year digital package also includes lead generation Highlights: • FP4C: Digital PYM magazine – 12 months • 3x weekly deals and highlights • 2x PYM live events • Custom email blast to 30,000 opt-ins • Destination Guide Editorial & Online ads • Includes splash page & top banner ad along with link • Customizable online business directory ad Investment & Return: • Cost: $5,000 • Impressions: 168,000 minimum TDC Meeting 5.29.14 178  Small Market Meetings Rationale: • Part of industry-recognized The Group Travel Leader family of publications/websites • 11,000 planners: association, corporate, government, non-profit, medical, religious and educational meetings Highlights: • 6-month online banner advertising Investment: • Cost: $3,600 • Impressions: 30,000 minimum TDC Meeting 5.29.14 179  Georgia Society of Association Executives Rationale: • Top feeder market for Emerald Coast • Direct access to important association market Highlights: • 12-month online banner advertising • Prime position located to the right of the featured video on GSAE-TV’s homepage: on-going education/news • Can change banner and URL landing page monthly Investment: • Cost: $2,025 (shared with Groups) • Impressions: TBD TDC Meeting 5.29.14 180  Society of Association Executives Rationale: • Direct access to meeting planner associations in top meeting destination regions • Planners’ reliance continues to grow on 24/7 internet access – one click away – from destination/site planning details Highlights: • Ongoing advertising: • Florida • Louisiana • Alabama • Georgia • Tallahassee Investment & Return: • Cost: $10,475 • Impressions: TBD TDC Meeting 5.29.14 181  Traveled to Florida & Went to Beach Southern Living Coastal Living Parents Family Circle FamilyFun EveryDay w/Rachel Ray Better Homes and Gardens More 0 50 100 150 200 250 300 Source: gfkMRI 2013 Doublebase TDC Meeting 5.29.14 182  Visited Florida Theme Park Southern Living Coastal Living Parents Family Circle FamilyFun EveryDay w/Rachel Ray Better Homes and Gardens More 0 50 100 150 200 250 300 Source: gfkMRI 2013 Doublebase TDC Meeting 5.29.14 183  Activity on Vacation: Shopping Southern Living Coastal Living Parents Family Circle FamilyFun EveryDay w/Rachel Ray Better Homes and Gardens More 0 50 100 150 200 250 300 Source: gfkMRI 2013 Doublebase TDC Meeting 5.29.14 184  Activity on Vacation: Fine Dining Southern Living Coastal Living Parents Family Circle FamilyFun EveryDay w/Rachel Ray Better Homes and Gardens More 0 50 100 150 200 250 300 Source: gfkMRI 2013 Doublebase TDC Meeting 5.29.14 185