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

Coast • Encourage preference by engaging key online influencers in conversation TDC Meeting 5.29.14 27  Channels Average Fans/Followers URL Monthly Network (As of 5/8/14) Engaged Users www.facebook.com/FloridasEmeraldC Facebook oast 453K 63K Twitter twitter.com/EmeraldCoastFLA 4.9K 250 Pinterest pinterest.com/EmeraldCoastfFLA 470 N/A Instagram Instagram.com/EmeraldCoastFLA 232 N/A TDC Meeting 5.29.14 28  Content Planned Content • Created in advance of publishing • Enables social media presences to engage a targeted audience • Written on a calendar and can be reviewed before implementation Live Content • Created in real time as news, trends, conversations and comments arise • Timely and relevant • Responses to Facebook comments, retweeting Twitter content and creating new content in response to trends TDC Meeting 5.29.14 29  Content Category Percentage Justification Lifestyle, Leveraging past creative, this content shows the vibrant lifestyle that Life on the Emerald is a hallmark of the Emerald Coast. Text and rich media posts will 40% Coast allow communities to experience the beaches and lifestyle of the Emerald Coast from wherever they are. Attractions & Amenities, This category encompasses tourism sights and services in the area. Lodgings, Shops and 30% From lodgings and shops to activities and local eateries, this Eateries category educates fans about on amenities on the Emerald Coast. Okaloosa County boasts year-round community events for the public Events 10% to enjoy. This category syndicates local happenings and encourages Public Happenings the social media communities to share and take part. Emerald Coast’s social media pages will share the most compelling News, news stories relevant to the area as a tourist destination. This can Travel Articles & 20% include write-ups from travel bloggers, contests for top travel Accolades destinations and any other local coverage relevant to travel and leisure. TDC Meeting 5.29.14 30  Content Shoulder season campaigns (March-May and August- October) • Drive awareness and visitation Summer social media engagement (June-August) • Form relationships with summer visitors to drive shoulder season visitation Instagram/Twitter/Pinterest growth • Post image updates and curate user-generated content • Find the right daily conversations to proactively engage in Influencer outreach • Utilize list of influencers on social media • Continue to develop tactics to engage and incentivize TDC Meeting 5.29.14 31  Media Strategy & Messaging TDC Meeting 5.29.14 32  Media Strategy & Messaging Media Strategy • Increased priority on digital platforms: one click away • Branding with a tactical/promotional focus • Integrated media opportunities: cross-media platforms, many with lead generation guarantees TDC Meeting 5.29.14 33  Media Strategy & Messaging • Meetings, Conventions • Group, travel trade – including faith-based • Marketing Segments: • Florida and beach centric • Military • Family-oriented, moms • Sports • Atlanta heavy-ups, top U.S. markets, • Canadian, international Florida emphasis • Recreational fishing • Weddings Messaging • Continue to differentiate ourselves from our competitors through our personality: vibrant, unpretentious, inspiring and fun • Dedicate 20% of total media budget to target niche audiences TDC Meeting 5.29.14 34  Leisure Media Plan Summary TDC Meeting 5.29.14 35  Campaign Weighting 10% 5% 30% 35% 20% Spring Summer Fall Christmas Snowbirds TDC Meeting 5.29.14 36  Media Spend Allocations 11% 40% 24% 25% Online Print TV Radio TDC Meeting 5.29.14 37  Media Tactics by Campaign Fall/Winter Spring/Summer Christmas Snowbirds TDC Meeting 5.29.14 38  Media Highlights • Cross-media platforms purchased with traditional media guarantees • 16,000 minimum leads • 32,000,000 online impressions • 10,000 clicks to website • 18 media partnerships provide additional online/social presence in addition to traditional media buys • Digital plans offer direct link to Emerald Coast site while generating awareness of the brand through impression volume • 131,000 visits to site at baseline level; 393,000 at baseline + incremental level • Projected total site visitation (including non-media sources) ranges from 343,000 to 1,000,000 depending on media budget • 61,000,000+ online impressions • 93,000,000+ total online impressions (from cross-platform and stand-alone digital buys) TDC Meeting 5.29.14 39  Media Highlights • Top US markets • Promotional Radio providing 3+:1 ROI • Atlanta TV and Sports • Visit Florida Initiatives: $270,000 investment • Total Plan Impressions: 205,000,000+ TDC Meeting 5.29.14 40  Media Plan Preview TDC Meeting 5.29.14 41 TDC Meeting 5.29.14 42 TDC Meeting 5.29.14 43  Florida and Beach Centric TDC Meeting 5.29.14 44  2015 Official Visit Florida Visitors Guide Rationale: • Distribution to qualified travelers actively planning a Florida vacation; includes five Florida welcome centers • Covers beaches, outdoors, entertainment, dining, maps, regional must-see lists Highlights: • Circulation: 600,000 • Visit Florida FP4C – January insertion • Inclusion in e-Book – 10 million visits per year and listing in Guide’s planning section Investment & Return: • Cost: $15,956 • Impressions: 600,000 minimum TDC Meeting 5.29.14 45  Beaches, Resorts & Parks Rationale: • Nationwide in all Barnes & Noble, Books-A-Million, Publix and Kroger • Focused solely on Northwest Florida and Alabama Gulf Coast • Available online at beachesresortsparks.com and on the Facebook page (32,643 followers) • Distributed to Henderson Beach State Park visitors Highlights: • 200,000 copies distributed annually • FP4C: December 2014-July 2015 • Increased distribution in Texas (17 major chains) Investment & Return: • Cost: $6,020 • Impressions: 400,000 minimum TDC Meeting 5.29.14 46  Life’s A Beach Rationale: • Distributed at trade shows in U.S. and Canada to meeting planners, in welcome centers, on military bases, and among travel agents; has retail distribution on Emerald Coast and is an in-room vacation guide Highlights: • 500,000 circulation • FP4C: Full year exposure • Visitors guide to the Emerald Coast (print and digital) • Articles, maps, locations, landmarks Investment & Return: • Cost: $9,925 • Impressions: 500,000 minimum TDC Meeting 5.29.14 47  Ongoing Television TDC Meeting 5.29.14 48  PBS: Getting Away Together Rationale: • Reaches upscale PBS viewer, frequent traveler • Aired in 57 U.S. markets with international play • Coverage in stretch markets: New York, Boston, D.C., Orlando • United Kingdom, Italy, Asia, Russia, Singapore, Thailand, China/Hong Kong, Israel, India • A program specifically highlighting group travel DMOs: family reunions, girls getaways, special occasion/milestone travel Highlights: • Half-hour program projected to air a minimum of 14x • Social media pushes, including blogging, archived online • Emerald Coast video usage rights Investment & Return: • Cost: $0 (paid for in