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

Cost: $8,067 • Impressions: 202,155 minimum TDC Meeting 5.29.14 67  Digital Leisure TDC Meeting 5.29.14 68  TripAdvisor Rationale: • Premier destination/travel research and review site • Ads would reach travelers when they are in booking consideration mode • 161 index, 13% reach against general Emerald Coast target Highlights: • Travel Sponsorship • Banner impression ownership across Destin/Ft. Walton travel hub • Module (see screenshot) allows for direct click to ECFL site, social sites, etc. This module can also be used for co-op • Competitive market targeting • Florida state sponsorship, allowing for banner rotation across Florida destination pages Investment & Return: • Cost: $79,000 • Impressions: 5.3M+ • Projected Site Visits: 19K Source: comScore TDC Meeting 5.29.14 69  Centro Rocketfuel Rationale: • Historical site-side conversion driver • Reaches 61% of general Emerald Coast traveler, 112 index Highlights: • Behavioral and geo-targeted banners across Rocketfuel network of sites • Focus on Spring, Fall and Snowbird seasons Investment & Return: • Cost: $107,000 • Impressions: 15M+ • Projected Site Visits: 13K+ Source: comScore TDC Meeting 5.29.14 70  Yahoo! Rationale: • Historical site-side conversion driver • 113 index, 100% reach against general Emerald Coast target Sample of Sites in Yahoo! Network Highlights: • Travel Channel rotation across relevant content • Behavioral and demo-targeted banners, refined for each campaign • Travel search retargeting • Tablet banners Investment & Return: • Cost: $130,000 • Impressions: 21M+ • Projected Site Visits: 14K+ Source: comScore TDC Meeting 5.29.14 71  Sizmek Rationale: • Trading desk platform that allows for real-time impression bidding and optimization • Opportunity to scale across sites that reach our target audience • System optimizes to conversion • Bid on the right impression, to reach the right person at the right time Highlights: • Data-informed mix of standard banner, pre-roll and mobile aligns with consumer media consumption and content creation patterns • Program built on targeting from industry-leading data providers: • Peer39 – contextual targeting (Arts & Entertainment, Shopping, Food & Beverage and Travel) • Lotame and eXelate MasterCard used to target travel purchase intenders • Test buy to start as part of Spring campaign, with earmarked budget for subsequent campaigns Investment & Return: • Cost: $60,000 • Impressions: 19M+ • Projected Site Visits: 6.6K TDC Meeting 5.29.14 72  Sizmek Sample sites: TDC Meeting 5.29.14 73  Google and Bing Search Rationale: • Opportunity to drive travel researchers directly to EmeraldCoasting.com, with opportunity to scale • CPC price structure minimizes risk • Built-in option to auto-optimize to keywords driving the highest volume of conversions • 83% of the general Emerald Coast target utilizes Google search; 46% utilizes Bing Highlights: • Target market geo-targeted text ads related to the following keyword categories: • Brand – “Destin,” “Destin Vacations”, “Ft. Walton Beach rentals” • Competitive – “Pensacola,” “Panama City Hotels” • General Travel – “vacation ideas,” “getaway destinations” • Campaign-specific Travel – “family summer vacation,” “spring getaway ideas”, “snowbird offers” • Ads targeted to search keywords as well as content keywords Investment & Return: • Cost: $151,737 • Est. site visits: 65K+ Source: comScore TDC Meeting 5.29.14 74  Google Re-messaging Rationale: Banner on YouTube.com • Re-messaging is a proven means of bringing back non-converting visitors, allowing the brand another opportunity to influence a conversion • Google offers re-messaging at a low CPC price structure • Banners run across Google Display Network, reaching 98% of Emerald Coast general target Highlights: • Banners targeted to site visitors that did not take action beyond viewing the initial landing page Samples of Sites in Google Display Network. Investment & Return: • Cost: $1,838 • Est. site visits: 1,528 Source: comScore TDC Meeting 5.29.14 75  Facebook Rationale: • Facebook’s third-party data partnerships allow us to layer in a wide variety of targeting options, creating opportunities to customize for each campaign • CPC pricing minimizes risk of wasted impressions • Historically efficient site traffic driver Highlights: • Tile ads and News feed ads targeted to Spring, Summer, Fall, Holiday and Snowbirds Investment & Return: • Cost: $15,898 • Est. site visits: 11K+ Source: comScore TDC Meeting 5.29.14 76  Digital Leisure: Baseline Plan Recap Well-rounded plan with a mix of marquee and workhorse placements Site Placements Spend Impressions Projected Cost per 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-Rocletfuel BT/Geo-targeting $107,000 15,220,485 13,620 $7.86 Google & Bing/Yahoo Campaign-Specific and $151,737 n/a 65,137 $2.33 General Keyword- triggered Search Ads Facebook Geo-and Behaviorally $15,898 n/a 11,188 $1.42 Targeted Tile Ads Google Display Re-messaging Banners $1,838 n/a 1,528 $1.20 Sizmek Ad Serving Fees $6,120 n/a n/a n/a Total $553,900 61,199,089 131,893 $4.14 TDC Meeting 5.29.14 77  Integrated Marketing Co-op Media Plan TDC Meeting 5.29.14 78  Coastal Living Rationale: • High propensity for travel to Florida: 154 Target Index • Active travelers, especially to Florida – 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, MA, VT • FP4C: Visit Florida February and April 2015 • Bonus advertorial, RRC and leads, mini co-op in March & May 2015 issues, online edition with links, e-newsletters Investment & Return: • Emerald Coast cost: $20,000 per insertion • Cost per two partners: $2,000 per insertion • Impressions: 938,646 minimum TDC Meeting 5.29.14 79  Coastal Living Digital Rationale: • Complements print buy Highlights: • Banner rotation throughout CoastalLiving.com with emphasis on Travel Channel • ROS ad units 300x250, 728x90 • Up to two months flighting • Timing TBD, but likely between Feb’15 and June ‘16 (depending on final timing, we may or may not have to shift budget to following fiscal) Investment & Return: • Emerald Coast cost: $5,000 • Cost per six partners: $833 • Impressions: 1,000,000 total (500k for Emerald Coast) TDC Meeting 5.29.14 80  Southern Living, Digital Rationale: • Relevant beach content alignment • Complements print proposal Highlights: • 100% SOV of Florida’s Best Beaches editorial package – October and November ’14 • Homepage roadblocks • Run of Site media • Enewsletter Sponsorships Investment & Return: • Emerald Coast cost: $25,000 • Cost per twelve partners: $2,083 • Impressions: Est. 1,250,000 total (625k for