Okaloosa County BOCC — November 20, 2014 — V.a. Agency Presentation TDC Meeting 11.20 — reading text

STRATEGIC MARKETING PLAN TARGET AUDIENCE November 20, 2014  Shift In Target Audience Profile Demographics • Adults ages 25 – 64 (skewing women) • Modifications in plan to reach more active travelers earning $150,000+ HHI Mindset/Lifestyle • Traveler – at least 3-night stay • Interested in the beach, fishing, shopping, restaurants and more • Looking for an accessible escape TDC Meeting 11.20.14 2  Current Media Spend Allocations 11% 40% 24% 25% Online Print TV Radio TDC Meeting 11.20.14 3  Media Allocations and Target Audience Online Media • By its nature, is the most targeted medium to precisely reach $150,000+ HHI • 24/7 year-round exposure • +33% Year-Over- Year in advertising plan TDC Meeting 11.20.14 4  Media Allocations and Target Audience Broadcast Media • Represents 35% in the existing plan • Second highest impression-generating portion of plan • Of Broadcast, National Cable advertising represents the majority of the broadcast advertising TDC Meeting 11.20.14 5  Media Allocations and Target Audience • Shift from the combination of Cooking Channel & Weather Channel • Move forward with placement of Travel Channel & Weather Channel • However, modification reduces overall plan delivery: -28% from 41,489,000 impressions Year-Over-Year to 30,000,000 impressions TDC Meeting 11.20.14 6  Dialing Up Cable Impressions - Options In an effort to lift delivery impressions to FY13/14 levels and beyond, options are provided: • Re-invest savings from FY14/15: $68,000 • Lifts delivery to 36,800,000 impressions • Delivers an 11% decrease as compared to FY13/14 • Utilize savings and an incremental investment of $37,000 • Brings impression level to flat with FY14/15, or 41,489,000 impressions • Invest incremental dollars of $132,000 into plan, combined with savings • Lifts delivery to 50,000,000 impressions, a 20% increase over FY13/14 • Adds additional active weeks of advertising to promote Spring TDC Meeting 11.20.14 7  Dialing Up Cable Impressions - Comparison +20% $500,000 FY13/14 60,000,000 levels $450,000 50,000,000 $400,000 At FY13/14 levels $350,000 40,000,000 $300,000 +$132,000 $250,000 30,000,000 +$37,000 $200,000 20,000,000 $150,000 +$0 +$0 $100,000 10,000,000 $50,000 $0 0 Shift in Combo Reinvest Savings Savings/Incremental A Savings/Incremental B TDC Meeting 11.20.14 8  Revised Target & Media Delivery Online & Broadcast represent 75% of the media plan • The remaining 25% of activity is in print publications • Lifestyle & travel-focused features within magazines index well against affluent households • Magazines represent some of the highest compositions of readers with households of $150,000+ HHI • The media plan and its modifications reaches affluent, active travelers TDC Meeting 11.20.14 9  Thank You TDC Meeting 11.20.14 10