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

139  Groups Vendor Opportunity Impressions Campaign Dollars Integrated Hospitality Sales Lead generation partner: N/A Groups $15,000 Solutions call center & digital contact strategies – 1,000 multi- segment leads Group Travel Leader Banner advertising – 6 30,000 Groups $3,600 months – dates TBD Group Travel Directory, Banner advertising – 12 182,400 Groups $2,290 Reunion Market Workbook months, Sep 2014 – Oct 2015 & Reunions Market Site InSpection: site profile with multiple images & links back to site Red Hot Celebrations DMO package: Dates TBD 30,500 Groups $1,250 – 3 events, with an e-blast & 2x customized e-blasts American Bus Association Banner advertising – 12 186,000 Groups $6,000 months, Sep 2014 – Oct 2015 Florida Motorcoach Banner advertising – 12 40,000 Groups $850 months, Sep 2014 – Oct 2015 in FMA Bus Bulletin & online travel directory TDC Meeting 5.29.14 140  Groups Vendor Opportunity Impressions Campaign Dollars Alabama Motorcoach FP4C: Directory – Aug 550 Groups $2,300 2015 & HP4C: Newsletter – Apr 2015 Religious Travel Directory Banner advertising – 12 48,000 Groups $2,290 months, Sep 2014 – Oct 2015 & Religious Site InSpection: site profile with multiple images & links back to site Going On Faith Banner advertising – 12 60,000 Groups $3,600 months, Sep 2014 – Oct 2015 Small Market Meetings Banner advertising – 6 30,000 Groups $3,600 months – dates TBD Ad Serving Fees Groups $2,000 $110,235 TDC Meeting 5.29.14 141  Meetings & Conventions Vendor Opportunity Impressions Campaign Dollars Meetings Focus Lead generation partner: call N/A Meetings/Conventions $6,500 center – 90 hours of lead generation of multi-segments Collinson Media Media & Lead Generation 374,500 Meetings/Conventions $60,200 package: HP4C: 3x each in Connect, Collaborate & Rejuvenate with 6 HP of matching editorial, 4x Insider Series video sponsorship (pre-roll, interview, e-blast, SM pushes), inclusion in sales kits & 220 guaranteed leads Plan Your Meetings FP4C: Digital PYM Magazine 168,000 Meetings/Conventions $5,000 12-months, 3x Weekly Deals & Highlights, 2x PYM Live Events, custom e-blast, Destination Guide editorial & online ads (includes splash page & top banner ad along with link), customized online business directory ad 12- months and 80 hours of lead generation TDC Meeting 5.29.14 142  Meetings & Conventions Vendor Opportunity Impressions Campaign Dollars CVENT 2 Diamond Listing, N/A Meetings/Conventions $5,802 Suggested Ads Google/Bing-Yahoo Text ads targeted to N/A Meetings/Conventions $6,811 Search Branded and General meeting search terms LinkedIn Targeted image + copy Est. 14M+ Meetings/Conventions $11,962 ad, lead gen toolbar GSAE-TV Banner advertising – 12 TBD Meetings/Conventions/ $2,025 months, Sep 2014 – Oct Groups 2015 Christian Meetings & HP4C: all quarterly issues 3,600 Meetings/Conventions $1,200 Conventions Association of the fiscal year Ad Serving Fees Meetings/Conventions $500 $100,000 TDC Meeting 5.29.14 143  Measuring Success TDC Meeting 5.29.14  Measuring Success Performance will be measured by: Ongoing Performance: • Unique visits to website • Social media performance • Bed tax revenue • Visitation • Visitor spending Campaign Performance: • Track and report online metrics (impressions, clicks, click rate, etc.) TDC Meeting 5.29.14  Marketing Plan Budget TDC Meeting 5.29.14  Consolidated Strategic Marketing Plan Activity Dollars Promotional Items & Collateral (Trade Shows, Sales Calls, Film, Visitor Center, ECCC, & Other) $83,370 Local Event Promotional Activities $4,700 Trade Show Fees $65,655 Advertising Agency (Base Services & Travel) $465,000 Advertising Agency (Media Planning & Purchasing) $100,000 Website Development & Maintenance $82,500 Familiarization Tours, Press Visits $70,400 Media Campaign (Fall/Winter, Christmas, Snowbird, Spring/Summer, Non-Seasonal/Niche, Groups, $1,914,775 Meetings/Conventions) Campaign Production $200,000 Special Events (Application Funding & Direct Advertising) $225,000 Airport, Welcome Center, & Publication Advertising $11,210 Promotional Reserve $100,000 Grand Total Promotional Activities (-548xxx accounts) $3,322,610 TDC Meeting 5.29.14  Promotional Reserve Promotional Reserve funds may be appropriated in accordance with County approval authority and with concurrence of the TDC Chairman. A monthly reconciliation of the use of promotional reserve funds will be provided to the TDC and BCC for informational purposes. TDC Meeting 5.29.14  Incremental Digital Spend, +600K TDC Meeting 5.29.14 149  Google and Bing Search: Increased Budget Rationale: • Projected cost per site visitor is $2.30, representing the third lowest cost per on the plan • According to Google, there is room to scale based on search impression share • Search impression share = Advertiser’s estimated share of search network impressions, based on total impression pool and advertiser’s presence within that network Highlights: • Plus up presence across Brand, Competitive and General Travel categories, as these have shown the greatest opportunity to scale • Spend to achieve 60-80% share of voice from Spring to Holiday, ensuring adequate coverage against highly competitive, highly relevant terms • Maintain baseline presence for campaign-specific terms • 400% increase in projected site visits from an audience that is actively seeking out related travel/beach information Investment & Return: • Cost: $742,525 (+389% from baseline) • Est. site visits: 322K+ (+396% from baseline) TDC Meeting 5.29.14 150  Facebook: Increased Budget Rationale: • Facebook has the second to lowest projected cost per visitation • Baseline plan built on average frequency of 12x per user, per campaign • Baseline + increased budget allows for average frequency of 17x per user, per campaign • 17x frequency allows for strong coverage against Facebook-happy general target audience • Average usage days per visitor, per month: 13 • Average # of months in each campaign: 4 • Average total usage days per campaign: 52 Highlights: • Tile ads and newsfeed ads targeted to Spring, Summer, Fall, Holiday and Snowbirds • Opportunity to utilize a portion of the budget to promote relevant, timely page posts Investment & Return: • Cost: $21,168 (33% from baseline) • Est. site visits: 14K+ (31% from baseline) Source: comScore TDC Meeting 5.29.14 151  Digital Leisure: Baseline + Incremental Recap Focused budget additions result in impressive increase in site visits: Spend +108% - Visits up 198%, Cost per Visit down 30% Site Placements Spend Impressions Projected Cost per