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BOARD OF COUNTY COMMISSIONERS
AGENDA REQUEST
DATE: May 6, 2014
TO: Honorable Chairman and Members of the Board
FROM: Ed Schroeder
SUBJECT: Strategic Marketing Plan Update
DEPARTMENT: Tourist Development Department
BCC DISTRICT:
STATEMENT OF ISSUE: Pursuant to Section D.200(2) of the Tourist Development
Department Operations and Procedures Manual, all advertising/marketing expenditures made
during the fiscal year shall be in conformity with the approved Strategic Marketing Plan and any
amendments to the Strategic Marketing Plan shall be presented to the Board for final approval in
the form of a Resolution.
BACKGROUND: Based on conversations with Purchasing and Finance, terminology has been
changed from Last Minute Deals to Promotional Reserve to more accurately define the purpose
of the funds, and approval authority has been aligned with existing County policy.
Promotional reserves have been identified as a separate line item in the Strategic Marketing Plan
so they may be drawn for either in house or agency use, as appropriate. The chart below
illustrates the reclassification of promotional reserves to a separate category in the consolidated
marketing plan:
Strategic Marketing Plan Current Budget New Budget
Ad Agency $2,600,000 $2,581,187
In House $588,782 $457,534
Special Events & Sponsorships $375,000 $375,000
Promotional Reserve $0 $150,061
FY 2013-14 Strategic Marketing Plan $3,563,782$3,
563,782
Transportation/Lodging/Meals* ($54,582) ($54,582)
Budgeted Promotional Activities $3,509,200$3,
509,200
These changes are evidenced on pages 2, 3, 14, and 22 of the Consolidated Plan. The Tourist
Development Council unanimously approved the Consolidated Strategic Marketing Plan at its
April 24, 2014 meeting.
OPTIONS: Approve or Disapprove
RECOMMENDATION: Approve Resolution 2014-__ adopting the Okaloosa County Tourist
Development Department Consolidated Strategic Marketing Plan for Fiscal Year 2013-2014; a
copy of which is attached.
RECOMMENDED BY:
APPROVED BY:
Ernie Padgett, County Administrator