Okaloosa County BOCC — 2013 meeting #1139 (date undetermined) — Mark Mayer Presentation 6-18-13 — reading text

Short Term/Long Term Strategic Plan June 18, 2013 Short Term Objectives 2  Short Term Objectives 1. Develop a compelling brand for Okaloosa County tourism that integrates all marketing communications 2. Position Destin, Ft. Walton and Okaloosa Island as a top regional destination for leisure groups and meetings 3. Design, create and launch a best-in-class tourism website for Okaloosa County 4. Create a new visitation season that drives business from Thanksgiving – New Years 5. Leverage events and festivals to drive repeat visitation 3  Short Term Strategies 1. Develop a compelling brand for Okaloosa County tourism that integrates all marketing communications • Conduct quantitative and qualitative research to understand consumers’ attitudes, awareness and perceptions of Destin, Ft. Walton and Okaloosa Island • Create unique identity that places Destin, Ft. Walton and Okaloosa Island at the heart of the Emerald Coast • Produce creative assets and marketing materials to support findings • Highlight unique attributes of destination to drive visitation 4  Short Term Strategies 2. Position Destin, Ft. Walton and Okaloosa Island as a top regional destination for leisure groups and meetings • Participate in top trade shows to drive immediate business • Under umbrella brand positioning, develop marketing materials and collateral to support initiative • Identify and leverage unique attributes and assets relevant to group and meeting planners 5  Short Term Strategies 3. Design, create and launch a best-in-class tourism website for Okaloosa County • Develop consolidated website for Emeraldcoastfl.com, Emeraldcoastconventions.com and myemeraldcoastevent.com • Create engaging content, booking protocol and a unified content management system • Launch new site by October 1 6  Short Term Strategies 4. Create a new visitation season that drives business from Thanksgiving – New Years • Develop a new product called A Very Emerald Christmas • Work in partnership with hotels, condos, restaurants and attractions • Capitalize on existing events, room discounts, restaurant specials and more to create a unique consumer experience • Develop new events to fill the calendar, driving visitation all season long 7  Short Term Strategies 5. Leverage events and festivals to drive repeat visitation • Create fall marketing campaign centered around festivals and events • Develop marketing materials to support events and sponsorships (i.e. Hog Rally landing page) • Engage local and regional media outlets to highlight events/festivals and extend marketing message 8 Long Term Objectives 9  Long Term Objectives 1. Position Destin, Ft. Walton Beach and Okaloosa Island as one of the best beaches in America 2. Increase visitation during the non-peak months 3. Measure ROI through research and market trends to increase visitation and revenue 4. Pursue and secure positive media coverage with national and international leisure, groups and meetings publications 10  Long Term Strategies 1. Position Destin, Ft. Walton Beach and Okaloosa Island as one of the best beaches in America • Work in partnership with local, regional and national media to recognize Destin, Ft. Walton Beach and Okaloosa Island as one of the best beaches in America • Highlight accolades and distinctions in all marketing messaging to communicate third party endorsements • Utilize social media platform channels and national news coverage to communicate positioning 11  Long Term Strategies 2. Increase visitation during the non-peak months • Implement campaigns that drive visitation during the non- peak months: • Fall Shoulder Season Campaign, September – October • A Very Emerald Christmas Campaign, November – December • Snowbird Campaign, January – February • Spring Shoulder Season Campaign, Post-Spring Break – Memorial Day • Work in partnership with accommodations to create offers that communicate value during non-peak months • Develop/support festivals and events during non-peak months to drive visitation 12  Long Term Strategies 3. Research market trends and ROI to increase visitation and revenue • Partner with Northwest Florida College to implement an ongoing visitor profile study that tracks visitation and visitor spending • Utilize research to measure ROI and optimize effectiveness of marketing efforts • Track growth of destination and forecast for the future 13  Long Term Strategies 4. Pursue and secure positive media coverage with national and international leisure, groups and meetings publications • Host travel professionals during the shoulder periods to better sell the destination during the non-peak months • Provide relevant and compelling content to national and international media outlets • Work in partnership with state tourism to increase international visitation 14 Thank You 15