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

FY2013/2014) • Minimum: $95,000 value TDC Meeting 5.29.14 49  PBS: Family Travel with Colleen Kelly Rationale: • Reaches upscale PBS viewer, frequent traveler • Aired in 160 U.S. markets with international play • Coverage in stretch markets: New York, Boston, D.C., Orlando and Chicago • A program specifically highlighting traveling with kids of all ages Highlights: • Half-hour program projected to air a minimum of 6x • Social media pushes, including blogging, archived online • Emerald Coast video usage rights Investment & Return: • Cost: $0 (paid for in FY2013/2014) • Minimum: $175,000 value TDC Meeting 5.29.14 50  Television TDC Meeting 5.29.14 51  National Cable Rationale: • Strong brand awareness generating tactic • Target audience is a heavy cable viewer Highlights: • Purchase :30 and :15 spots to extend overall presence • 2 networks deep for 13 weeks • Weather content and female-skewing network • Estimated 380 spots Investment & Return: • Cost: $270,000 • Impressions: 41,489,000 minimum TDC Meeting 5.29.14 52  Bill Dance Outdoors Sponsorship: TV+ Rationale: • No.1 fishing authority on TV • Airs on three cable networks: NBC Sports, Outdoor Channel and newly added Destination America Highlights: • Television segments filmed and featuring Emerald Coast • Full year national television exposure • 26x Facebook “fishing conditions” updates • Billdanceoutdoors.com banner ads • Bill Dance YouTube – Emerald Coast episodes • Bill Dance personal endorsement and usage Investment & Return: • Cost: $55,000 • Impressions: 8,475,000 TDC Meeting 5.29.14 53  Destination Network TV Rationale: • Audience is relaxed, receptive and looking for new experiences • Key markets: Atlanta, New Orleans, Gulf Coast of FL/AL, Grand Strand of SC, Low Country and Florida Keys Highlights: • Visitor information network throughout SE hotel and condo rooms, serving resort and cultural destinations • Commercial spots and specially produced Emerald Coast segments • Schedule supporting all key booking windows – 28 weeks Investment & Return: • Cost: $42,500 • Impressions: 12,261,000 TDC Meeting 5.29.14 54  Radio TDC Meeting 5.29.14 55  Satellite Radio Rationale: • Strong radio option for target audience • Provides coverage in key markets and beyond – national reach Highlights: • Four channels per week • 852 :30 spots • Provides coverage in Spring, Fall and Christmas booking windows – 17 weeks Investment & Return: • Cost: $38,250 • Impressions: 23,316,000 minimum TDC Meeting 5.29.14 56  Brand & Promotional Radio Rationale: • Minimum 12 weeks of market exposure • Involves Emerald Coast radio spots, station promotional giveaways, Emerald Coast radio remotes, social media pushes and online presence • Interviews by radio stations with Emerald Coast ambassador • Opportunities for additional radio mentions in exchange for giveaways Highlights: • 14 top-feeder markets – 3:1 ROI • Birmingham, Huntsville, Montgomery, Chattanooga, Memphis, Knoxville, Nashville, Baton Rouge, Lafayette, New Orleans, Jackson, Little Rock, Louisville, Tallahassee • Room nights, restaurant and attraction prizes required Investment & Return: • Cost: $113,000 • Impressions: 22,099,060 minimum TDC Meeting 5.29.14 57  Atlanta Braves Rationale: • Major league’s winningest franchise since 1991 • 3rd most popular team & No. 1 in South • Far-reaching fan base Highlights: • Package in development for pre-game network radio • Estimated exposure full season • Advertising schedule would span for most major promotional windows Investment & Return: • Leisure Cost: $25,000 (full package: $40,000) • Co-Op portion in development • 50% Co-Op Cost: $7,500 • Impressions: TBD TDC Meeting 5.29.14 58  Integrated Marketing & Lead Generation TDC Meeting 5.29.14 59  Coastal Living Rationale: • High propensity for travel to Florida: 154 target index • Active travelers - beach, boating, cultural events and outdoor activities • 1/3 of circulation within driving distance of Emerald Coast Highlights: • Circulation: 469,323 (east of the Mississippi) • AL, MS, GA, FL, WI, IL, KY, TN, IN, MI, OH, WV, VA, NC, SC, PA, DE, MD, DC, NY, NJ, CT, RI, MA, NH, ME, VT • FP4C: November 2014 and FP4C: Visit Florida February and April 2015 • Bonus advertorial with image, RRC and leads, online travel deals feature with links, Nov, Feb and Apr e-newsletters • Mini co-op in March & May 2015 issues, e-editions and links Investment & Return: • Cost: $72,000 • Impressions: 1,407,969 minimum TDC Meeting 5.29.14 60  Southern Living Rationale: • Enthusiastic travelers • High propensity for travel to Florida: 163 Target Index • Nearly 40% of circulation is within driving distance of Emerald Coast Highlights: • Circulation: 2,075,000 • AL, AR, LA, OK, MO, FL, GA, TN, TX, VA, DC, DE, NJ, NY, PA, KY, WV, IL, IN, MI, OH, WI • HP4C: January and March 2015 • National Reader Service Listing – leads Investment & Return: • Cost: $90,262 • Impressions: 4,150,000 minimum (4,400,000 Leisure, Co-op) TDC Meeting 5.29.14 61  Spring Family Travel Southeast Rationale: • Multimedia platform offering print and online components • Online and social media exposure • Southeast editions of national female-targeted magazines Highlights: • HP4C: February and March 2015, Visit South • AL, FL, GA, LA, MS, TN, TX, OH • 350-word advertorial promoted via Facebook, Pinterest, Twitter and Google+ • Lead generation through online sweeps registration Investment & Return: • Cost: $27,115 • Impressions: 1,000,000 minimum TDC Meeting 5.29.14 62  Florida Summer Family Getaway Rationale: • Multimedia platform offering print and online components • Guaranteed online impressions/website click-throughs • Southeast editions of national female-targeted magazines Highlights: • HP4C: June/July 2015 • AL, GA, LA, TN, TX, KY, NC, SC • 2,500 guaranteed minimum clicks • Lead generation through online sweeps registration Investment & Return: • Cost: $13,950 • Impressions: 300,000 minimum TDC Meeting 5.29.14 63  Collinson Media & Events Rationale: • Multi-media platform offering print and online components • Guaranteed online impressions / website click-throughs • Strong lead generation partner Highlights: • HP4C Visit Florida: OOS Newspaper Insert – Oct 14, 2014 • FP4C Visit Florida: OOS Newspaper Insert – Feb 15, 2015 • FP4C Visit Florida: ABV Newspaper Insert – Apr 15, 2015 • Atlanta e-blast: timing and quantity TBD • 24,000,000 digital impressions • 12,000 leads • 1,500,000 print impressions Investment & Return: • Cost: $70,000 • Impressions: 25,530,000 minimum TDC Meeting 5.29.14 64  Escape to the Southeast Rationale: • Southeast Tourism Society multimedia components • Provides annual coverage to a 12-state region, print and digital • Lead generation program Highlights: • FP4C: January 2015 Escape to the SE Travel Guide • 3,000-word web content with three sub-pages, 12 photos/hyperlinks, content video page • Unlimited calendar event page • E-newsletter spotlight • Facebook and Twitter links Investment & Return: • Cost: $3,400 • Impressions: 250,000 minimum (digital inclusion in Co-op) TDC Meeting 5.29.14 65  Texas Monthly Rationale: • High BDI overlay in award-winning editorial environment • 60% of subscribers are within Houston and Dallas/FW regions • Active and affluent travelers to Florida: 124 Index Highlights: • HP4C: March, May, August 2015 • Spring and Fall Travel Planner issues include RRC • May is Visit Florida edition, which includes advertorial and digital exposure Investment & Return: • Cost: $27,984 • Impressions: 919,053 minimum TDC Meeting 5.29.14 66  Atlanta Magazine Rationale: • Provides additional frequency in highest BDI market • 70% of audience plan to visit Florida within the next 12 months • Highest subscribers of any Atlanta periodical, including many national magazines, for reaching affluent zips Highlights: • HP4C: December 2014, March and September 2015 • Placement in all Visit Florida editions • Includes 200-word advertorial and digital exposure Investment & Return: •