Okaloosa County BOCC — May 28, 2015 — I. g. BP Strategic Marketing Plan DRAFT FY15-16 052115

STRATEGIC MARKETING PLAN – BP FUNDING May 28, 2015 Objective, Strategy & Tactics 2 Objective & Strategy Objective: • Increase visitation to Emerald Coast Strategy: • Develop campaign around Gulf-to-Table to establish Emerald Coast as the premiere destination for unique dining and fishing experiences 3 Tactics • Develop Gulf-to-Table COLLATERAL materials to raise awareness • Highlight current Emerald Coast RESTAURANTS that provide Gulf-to-Table options • Develop UNIQUE video, digital and social content to capitalize on the product • Create a digital and printed FISHING GUIDE to provide in depth information about the Emerald Coast offerings • Implement robust LANDING PAGE to house all information and provide insight to consumers 4 Marketing Initiatives 5 Marketing Initiatives Phase 1: • Utilize BP funds to develop the following: • Video, digital, blog and social content • Campaign landing page • Photoshoot • Digital and printed fishing guide Phase 2: • Utilize any additional obtained funds to provide media support 6 Marketing Plan Budget 7  Marketing Plan Budget – Phase 1 BP Funds Dollars Digital, Blog and Social Content $35,000 Campaign Landing Page $20,000 Photography $20,000 Video Content $20,000 Digital and Printed Fishing Guide $32,000 Grand Total $127,000 *All prices are estimated and may change as formals estimates are developed 8  Marketing Plan Budget – Phase 2 TDD Budget + Restore Act Grant Dollars Media $150,000 Grand Total $150,000 9 Thank You 10