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

• Full year online banner advertising package Investment & Return: • Emerald Coast cost: $3,000 • Cost per six partners: $500 • Impressions: 600,000 minimum TDC Meeting 5.29.14 100  The Griffon Rationale: • Government authorized, award-winning quarterly publication • The 108th Training Command has over 10,000 units in GA, AL, MS, FL, NC, SC, DC, VA, MD, TN, KY, VA • Regular Travel USA features on family trips, reunions and group getaways Highlights: • Circulation: 15,000 – required reading • FP4C: Spring 2015 (Feb 26) & Fall 2015 (Sept 3) Investment & Return: • Emerald Coast cost: $3,690 per insertion • Cost per six partners: $400 per insertion • Impressions: 30,000 minimum TDC Meeting 5.29.14 101  Military Groups Plan: Leisure, Reunion TDC Meeting 5.29.14 102  Military Reunions Rationale: • Only publication for those organizing military reunions • Multiplatform: print, website, Facebook, Twitter, Pinterest Highlights: • Circulation: 15,000 • 1/3P4C: Reunions Workbook – April 2015 and CVB Issue – August 2015 • 12-month print and online annual listing • 12-month online banner advertising Investment & Return: • Cost: $8,000 • Impressions: 75,000 minimum TDC Meeting 5.29.14 103  Sports Co-op Media Plan TDC Meeting 5.29.14 104  Connect Sports Rationale: • Published by Collinson Media, a leader in travel and meetings industries • Reaches 90% of sports industry decision-makers • Online version has searchable features and is available 24/7 Highlights: • FP4C with three pages of sponsored content (four pages) – March 2015 • Online edition links to website • Ability to highlight up to eight venues Investment & Return: • Emerald Coast cost: $2,500 • Cost per six partners: $417 • Impressions: 5,500 minimum TDC Meeting 5.29.14 105  Sports Destination Management Rationale: • Editorial focuses on event location strategies and management • Governing bodies – site selectors and logistics managers • Highest circulation publication within sports category Highlights: • FP4C destination spotlight – includes 2 pages of advertorial with photos (3 pages) – September/October 2014 • Includes 500 reprints for distribution • Additional 12-month online package available Investment and Return: • Emerald Coast Print cost: $3,650 • Cost per six partners: $609 • Emerald Coast Online cost: $2,625 • Cost per six partners: $438 • Impressions: 78,000 minimum (Second Spotlight in Groups Plan) TDC Meeting 5.29.14 106  Group Sports Plan TDC Meeting 5.29.14 107  Sports Destination Management Rationale: • Editorial focuses on event location strategies and management • Governing bodies – site selectors and logistics managers • Highest-circulation publication within sports category Highlights: • FP4C Destination Spotlight – includes two pages of advertorial with photos (3 pages) – March/April 2015 • Includes 500 reprints for distribution • Additional 12-month online package available (in Co-op Plan) Investment & Return: • Cost: $7,300 • Impressions: 18,500 minimum (Second Spotlight in Co-op Plan) TDC Meeting 5.29.14 108  Sports Planning Guide Rationale: • Part of Premier Travel Media – network of over 130,000 planners • Integrated print and digital products and site profile summaries Highlights: • Sports market site inspection: site profile with multiple images, links back to Emerald Coast site • 12-month profile presence Investment & Return: • Cost: $1,295 • Impressions: 50,400 minimum TDC Meeting 5.29.14 109  Sports Websites Rationale: • Ensures coverage against entire sports planning industry • Provides 24/7 ongoing coverage • SportsEvents • SportsTravel Highlights: • 12-month online banner advertising • 6 months on each website • Qualifies for SportsEvents lead generation program Investment & Return: • Cost: $8,370 • Impressions: 60,000 minimum TDC Meeting 5.29.14 110  Canadian & International Markets TDC Meeting 5.29.14 111  Snowbirds and International Travel TDC Meeting 5.29.14 112  Canadian Traveller Rationale: • Distribution: paid subscribers, digital by request and national newsstand sales per issue • 70% of subscribers in SW Ontario, 30% in balance of Canada Highlights: • FP4C in Visit Florida 2015 Canadian Guide – January 2015 • FP4C in Canadian Traveller Fall Guide – August 2015 • 12x in e-newsletter, deployed to 17,000+ opt-ins • 6x online articles and 2x social media pushes (FB, Twitter, Pinterest) • 100,000 online impressions • Prize partner in sweepstakes: print, online, e-blasts • 4+ page “Destination of the Week” feature written by staff with supplied editorial – Canadian Traveller TRADE INDUSTRY Investment & Return: • Cost: $26,100 • Impressions: 1,520,000 minimum (digital inclusion in Co-op) TDC Meeting 5.29.14 113  Dreamscapes Rationale: • Inserted in The Globe and Mail and available to frequent travelers through Air Canada Maple Leaf Club lounges • Distribution: Ontario, British Columbia, Alberta, Manitoba and Quebec • Audited circulation is available in print and online Highlights: • Circulation: 106,000 • 2/3P4C: Visit Florida: Fall/Winter – 10/22/2014 • 2/3P4C: Visit Florida: Winter – 11/26/2014 • Spotlight on Florida in Fall and Winter issues • Ad investments guarantee editorial coverage Investment & Return: • Cost: $7,900 • Impressions: 212,000 minimum TDC Meeting 5.29.14 114  Crossings Rationale: • Canadian pub for cross-border explorers • Distribution in seven Ontario daily newspapers, Windsor CVB, Windsor Airport, travel information centers across Ontario & travel agents • Distribution in Ontario and Michigan Highlights: • Circulation: 150,000 • Visit Florida FP4C: Fall/Winter – October 10, 2014 • Florida editorial and guaranteed Emerald Coast - specific content Investment & Return: • Cost: $4,500 • Impressions: 150,000 minimum TDC Meeting 5.29.14 115  Toronto Life Rationale: • Canada’s No. 1 city magazine • Readers are 70% more likely to have traveled to Florida in the past three years Highlights: • Circulation: 89,082 • FP4C: Visit Florida: Escape to the South – January 2015, On Sale Date in mid-December 2014 • Available both in print and online Investment & Return: • Cost: $11,387 • Impressions: 89,082 minimum TDC Meeting 5.29.14 116  International Travel Guide Rationale: • Visit Florida fulfillment piece, available in print and online • Distributed in 17 markets, including entire U.K. • Three language editions: English, French, German Highlights: • HP4C: January 2015 – full year exposure Distribution by Country / • Distributed at trade and consumer travel shows Language • Digital edition includes live website and video links 21% Investment & Return: 13% 53% • Cost: $6,110 • Impressions: 74,925 minimum 13% UK France Germany English TDC Meeting 5.29.14 117  Canadian & International Co-op Media Plan TDC Meeting 5.29.14 118  Canadian Traveller Rationale: • Distribution: paid subscribers, digital by request and national newsstand sales per issue • 70% of subscribers in SW Ontario, 30% in balance of Canada Highlights: • FP4C in Visit Florida 2015 Canadian Guide – January 2015 • Supplements FP4C insertion in same issue from Leisure plan Investment & Return: • Emerald Coast cost: $2,463 • Cost per six partners: $411 • Impressions: 130,000 minimum TDC Meeting 5.29.14 119  Canadian Traveller, Digital Rationale: • Online presence complements print commitment, allowing for maximum coverage against Canadian Snowbird market Highlights: • Impressions across CanadianTraveller.net • Newsletter banners • Recommend further enhancing reach with publisher social postings Investment & Return: • Emerald Coast cost: $4,350 • Cost per six partners: $725 • Impressions: 159,000 minimum