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

Emerald Coast) TDC Meeting 5.29.14 81  Collinson Media & Events Rationale: • Multimedia platform offering print and online components • Guaranteed online impressions/website click-thrus • Strong lead generation partner Highlights: • FP4C: Visit Florida In-State Newspaper insert – June 14, 2015 • 500,000 print impressions • 8,000,000 online impressions • 4,000 guaranteed leads Investment & Return: • Emerald Coast cost: $19,400 • Cost per four partners: $1,400 • Impressions: 8,500,000 minimum TDC Meeting 5.29.14 82  Collinson Media & Events, Digital Rationale: • Guaranteed online impressions / website click-thrus • Strong lead generation partner Highlights: • Visit Florida Online Banner Network • 1,000,000 impressions • Standard banner rotation • Visit Florida Pre-Roll Banner Network • :30 video ad • :00-:10 destination • :11-:25 co-op partner • :25-:30 VF brand • Estimated 5k clicks Investment & Return: • Emerald Coast cost: $20,000 • Cost per ten partners: $2,000 • Impressions: 2,500,000 minimum TDC Meeting 5.29.14 83  Fall Travel to Southeast Rationale: • Multi-media platform offering print and online components • Guaranteed online impressions / website click-thrus • Southeast editions of national female-targeted magazines Highlights: • 2/3P4C: September 2015 • AL, GA, LA, TN, TX, MS, KY • 7,500 guaranteed minimum clicks Investment & Return: • Emerald Coast cost: $10,995 • Cost per two partners: $1,000 • Impressions: 187,300 minimum TDC Meeting 5.29.14 84  Escape to the Southeast Rationale: • Southeast Tourism Society multimedia components • Provides annual coverage to 12-state region, print and digital • Lead generation program Highlights: • 3000 word web content with 3 sub-pages, 12 photos/hyperlinks, content video page • Unlimited calendar event page • E-newsletter spotlight • Facebook and Twitter links Investment & Return: • Emerald Coast cost: $1,300 • Cost per six partners: $217 • Impressions: 250,000 minimum (print inclusion in Leisure) TDC Meeting 5.29.14 85  Integrated Marketing – Atlanta Heavy-up Co-op Media Plan TDC Meeting 5.29.14 86  Atlanta Eats Rationale: • Multimedia platform aimed at high-income Atlantans • Program airs on Saturdays and Sundays • Provides contests and long-form content opportunities Highlights: • Content and promotion for eight weeks in-market on TV and radio • Television: 4-minute segment and :30 spots • Radio: 6-minute interview segment and :30 spots • Social media posts: Facebook, Twitter, Instagram • Blog content and additional online exposure Investment & Return: • Emerald Coast cost: $12,500 • Cost per nine partners: $1,389 • Impressions: 1,768,345 minimum Requires prize package of $2,000 and accommodations for TV/Radio crew for Emerald Coast/partners production TDC Meeting 5.29.14 87  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: • Emerald Coast 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 88  Weddings Co-Op Media Plan TDC Meeting 5.29.14 89  NW Florida Weddings Rationale: • Integrated Rowland Publishing package with print, digital, SM and email blasts • Direct mailed via Tallahassee, Emerald Coast and 850 Business Magazines • Also available in Books-A-Million/Barnes & Noble in NW Florida, Atlanta and Birmingham for 12 months Highlights: • FP4C two-page advertorial with tablet click-thru – Jan 2015 • Atlanta and Birmingham Wedding Expos (Jan, Apr) • 16x Social Media pushes: FB, Twitter, Instagram, Pinterest Investment & Return: • Emerald Coast cost: $4,675 • Cost per six partners: $780 • Impressions: 261,311 minimum TDC Meeting 5.29.14 90  Birmingham Weddings & Celebrations Rationale: • Top wedding publication in market • Filled with helpful tips and important resource information • Poly-bagged with magazine and mailed to select zips and sold at retail Highlights: • Circulation: 18,000 • FP4C: Winter and Summer editions – Jan and July 2015 • Publication also has a bridal show in July Investment & Return: • Emerald Coast cost: $1,250 per insertion • Cost per three partners: $417 per insertion • Impressions: 36,000 minimum TDC Meeting 5.29.14 91  The Knot Rationale: • A leading wedding/bridal media vendor in print and online Highlights: • 12-month package includes: • Destination Wedding Profile • Destination Wedding Featured Vendor • Wedding Venues Storefront • Weddings Venues Featured Vendor • US Honeymoon and Travel Preferred Position • FP4C Wedding Venues – Fall/Winter • Wedding Venues Print Profile • Direct marketing lists Investment & Return: • Emerald Coast cost: $4,250 • Cost per six partners: $708 • Impressions: 450,000 (225k for Emerald Coast) TDC Meeting 5.29.14 92  Groups Wedding Plan TDC Meeting 5.29.14 93  The Knot Rationale: • A leading wedding/bridal media vendor in print and online Highlights: • 12-month Package includes: • Destination Wedding Profile • Destination Wedding Featured Vendor • Wedding Venues Storefront • Wedding Venues Featured Vendor • US Honeymoon and Travel Preferred Position • FP4C Wedding Venues – Fall/Winter • Wedding Venues Print Profile • Direct marketing lists Investment & Return: • Cost: $8,500 • Impressions: 450,000 TDC Meeting 5.29.14 94  Southern Bride Rationale: • Multi-platform weddings/bridal resource: print, .com, blog, app, FB, Twitter, Pinterest and Instagram • Sold in retail outlets and available in advertisers’ locations, upscale spas, hotels and bridal shows throughout the South Highlights: • HP4C: Winter/Spring and Summer/Fall (mid-Dec. and mid June) • 12-month banner advertising • 12-month video spotlight: up to three-minutes (southernbride.com and YouTube channel) Investment & Return: • Cost: $6,050 • Impressions: 140,000 minimum TDC Meeting 5.29.14 95  Southern Weddings Rationale: • Annual keepsake publication distributed nationally • Majority of readers grew up in the South • New partnership with Southern Living extends reach Highlights: • FP4C: Fall 2015 – print, online plus tablet • 12-months online banner advertising • 12-months “SouthWest seal of approval” – Best of South and Blue Ribbon Vendors (both on approval by publication) • Directory Listing & state-specific destination wedding resource • Portfolio gallery & contact information Investment & Return: • Cost: $8,875 • Impressions: 1,000,000 minimum TDC Meeting 5.29.14 96  Birmingham Bridal Directory Rationale: • Highest-circulation directory in the market • Direct link from online version to website • Leads shared 6x per year – up to 1,500 per report • Direct mailed and in retail Highlights: • Circulation: 24,000 • FP4C: Spring, Summer/Fall, Winter • Summer/Fall distributed at Southern Bridal Show (August) Investment & Return: • Cost: $3,000 • Impressions: 72,000 minimum TDC Meeting 5.29.14 97  Atlanta Weddings Rationale: • Top market publication for reaching brides/mothers • Also distributed through multiple events: Bridal Market, bridal expos, trunk shows and magazine’s signature event, The Best of Atlanta Party Highlights: • Circulation: 68,000 • HP4C with matching advertorial – September 2015 Poly-bagged with magazine and sold at retail Investment & Return: • Cost: $3,340 • Impressions: 68,000 minimum (Second edition in Co-op Plan) TDC Meeting 5.29.14 98  Military Co-op Media Plan TDC Meeting 5.29.14 99  DCMilitary Family Life Rationale: • Over 1/3 of all officers live in D.C. • Military are accustomed to travel and book family getaways when they have leave Highlights: