Okaloosa County BOCC — July 2, 2013 — reading text

Packet Pg. 348 Spring Shoulder Season Campaign Overview 2 Packet Pg. 349 Spring Shoulder Season Campaign Objective • Drive new visitation and increase bookings to Okaloosa County’s Emerald Coast post-Spring Break through Memorial Day Strategies • Build and maintain visibility across all steps in the travel planning and booking process • Paid search, travel content and booking/deal sites and Social Media • Utilize media to drive consumers to campaign landing pages • Communicate value messages to drive bookings Timing • March 19 – June 30 3 Packet Pg. 350 EmeraldCoastOffers.com 4 Packet Pg. 351  Campaign Highlights • 55M impressions served • 82K clicks on ad exposures • 9,062 OTA-reported booking transactions: • 23,071 hotel room nights booked • $4.1M+ booking sales, based on a $178 average daily rate • 22% lift in hotel sales, YOY • 8,915 visits to EmeraldCoastOffers.com • 2,574 clicks to OTA sites • 2,505 new Facebook fans • 1,349 new followers on Twitter 5 Packet Pg. 352 Fall Seasonal Savings Campaign 6 Packet Pg. 353  Fall Seasonal Savings Campaign Objective • Increase visitation to the Emerald Coast during the Fall with value and event driven offers Strategy • Utilize both online and offline content-relevant opportunities that complement each other while offering scale Timing • August 26 – November 1 7 Packet Pg. 354  Fall Seasonal Savings Campaign Key Performance Indicators • OTA bookings • High-value site-side actions (visitor guide requests, accommodation page views, etc.) Print, $103,088 Southern Living • Print (November Issue) • Digital (8/26/13 – 11/15/13) Texas Monthly • Print (October Issue, Travel Planner Section) • Digital (8/26/13 – 11/1/13) 8 Packet Pg. 355  Fall Seasonal Savings Campaign Merchandising Placements, $85,000 Expedia & Hotels.com • Merchandising placements driving to custom Okaloosa page • Robust Expedia social media value add package, including multiple posts/tweets with the potential to reach 1.8M+ • Reported the highest estimated hotel sales for the spring campaign Priceline • Geo-targeted banners within Travel Guides and Product homepages • 10% reach against target audience (highest reach of the major OTAs) Orbitz & Cheaptickets • Strong YOY booking transaction gains from both Orbitz (+48%) and Cheaptickets (+35) • Air, Hotel and Vacation Packages targeted to Okaloosa-related searches • Deals Pages banner rotation, geo-targeted to drive market I.P. addresses 9 Packet Pg. 356  Fall Seasonal Savings Campaign Travel Content Placement: $51,175 Visit Florida • Prominent position on site’s most visited page • #1 visited Florida site Travelzoo • Custom Okaloosa page will highlight direct links to hotelier booking engines • 40k guaranteed clicks to the dedicated page Google • Google has been a top site-side action driver for the Spring and Summer campaigns Social Media: 28,000 Facebook • Geo- and interest-targeted tile ads • Historical performance from Spring and Summer campaigns • Promotional Contest 10 Packet Pg. 357  Fall Seasonal Savings Campaign Vendor Opportunity Impressions/Clicks Net Budget Southern Living 2/3 page 4C ad, digital banner placements 1.7M+ impressions $90,000 1.6M guaranteed impressions; Expedia/Hotels.com Merchandising and support banners 2.9M+ potential social value add $55,000 impressions TravelZoo Merchandising and support text/image ads 40k guaranteed clicks $40,000 Orbitz/ Merchandising and support banners 1.2M guaranteed impressions $15,000 Cheaptickets Priceline Merchandising and support banners 1.7M guaranteed impressions $15,000 Texas Monthly 2/3 page 4C ad, digital banner placements 82,500+ impressions $13,088 Visit Florida Content tile ad N/A (250k+unique monthly visitors) $6,400 Google Keyword-targeted text ads 2,387 estimated clicks $4,775 Facebook Geo, demo and interest-targeted tile ads 5,084 estimated clicks $3,000 Estimated online ad serving fees $2,737 Total Spend $245,000 Contingency $30,000 11 Packet Pg. 358  BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: August 6, 2013 TO: Honorable Chairman and Members of the Board FROM: Elliot Kampert SUBJECT: 2013 Local Mitigation Strategy Annual Update/Community Rating System Section 510 Compliance DEPARTMENT: Growth Management BCC DISTRICT: All Introduction In 2011, Okaloosa County and all its municipalities adopted a substantially revised version of the Local Mitigation Strategy (LMS). The new LMS was found in compliance by the Florida Division of Emergency Management in April 2011, and by the Federal Emergency Management Agency in May 2011. By July 2011, all the municipalities as well as the County had passed ordinances or resolutions adopting the 2011 LMS. Because it includes a comprehensive analysis of the County’s and municipalities’ floodplain areas and floodplain management strategies, as well as analyses of all other hazards by which the County is threatened, the LMS serves as the County’s Hazard Mitigation Plan as provided in Section 510 of the Community Rating System (CRS) Coordinator’s Manual. This Annual Report is structured to comply with the requirements of CRS Activity 510 reporting criteria as provided on pages 510-30 and 510-31 of the National Flood Insurance Program Community Rating System Coordinator’s Manual, FEMA publication FIA-15/2007. Annual Report Preparation, Submittal to Governing Bodies, Release to Media, and Public Availability This annual report was prepared internally by the Planning Division of the Okaloosa County Growth Management Department and has been distributed to all the municipalities. For credit under the Community Rating System, this Annual Report must be distributed to the media and be made available to the public. To this end, it is being sent to the Northwest Florida Daily News, and copies of this Report are available for review or download online at the Growth Management portion of the County Website, and may be viewed or obtained in hard copy at the Growth Management Department’s offices located at the Water & Sewer Administrative Complex, 1804 Lewis Turner Boulevard, 2nd Floor in Fort Walton Beach, or the North Planning Office located at 402 Brookmeade Drive in Crestview. The entire 2011 LMS, as amended, may also be accessed via the Growth Management portion of the County website or at the previously mentioned Growth Management office locations. Packet Pg. 359 Revisions to Local Mitigation Strategy With the approval of the Local Mitigation Strategy Committee (comprised of representatives from the County, all nine municipalities, Eglin Air Force, the Okaloosa County Public School District, and private citizens) and as noted in the 2012 Annual Report, the County amended the 2011 Local Mitigation Strategy to include its Disaster Housing Plan as a revised section 5.10.06. Additional Changes for this Annual Report The following projects have been completed: The Okaloosa County Water & Sewer Department has completed the replacement of the Okaloosa Island Lift Station. The following projects have been removed from the attached project list: Project # 5 Main Island lift station has been completed, per Mr. Mark Wise, Engineer for Okaloosa County Water & Sewer Dept. Status of LMS Goals and Objectives At this time, much of the work identified in the LMS is ongoing. The Goals and Objectives (the statements under each Goal), provide the broad range of what is to be accomplished during the five-year planning period from 2011 through 2015 by the LMS Steering Committee. Since Action Items are, for the most part, ongoing activities - such as implementation of the Florida Building Code, Floodplain Management practices, etc. - that are undertaken as part of the County’s and municipalities’ day-to-day operations, their status is ongoing. Projects, on the other hand, may be part of on-going, programmatic activities (such as, for example, installing generators to supply emergency power at key infrastructure) or major, one-time (or at least very long term) upgrades of facilities such as the construction of a new emergency operations center. At the time of this 2013 Annual Report, all of the Goals and Objectives are being met, and projects have been completed as noted, above. 2013 LMS Projects Attachment A is the current list of LMS projects as approved by the LMS Committee. This list also provides the status of each project, and states the reason (typically lack of funds) for any projects for which action has been deferred. It should be noted that Rebuild Northwest Florida, a private, non-profit organization, has submitted to the Florida Division of Emergency Packet Pg. 360 Management one of the projects on the 2013 LMS Priority List Projects, Okaloosa Residential Retrofit program submitted by Rebuild Northwest Florida in response to the availability of funds resulting from Hurricane Isaac. This project was considered and endorsed by the LMS Committee. In addition, the City of Mary Esther submitted a project to replace an existing stormwater drainage pipe located on the rear of several lots located on Brewer Circle. Recommendations for New projects or Revised Recommendations Except for the City of Mary Esther project noted above, there are no new projects contemplated, nor are