Okaloosa County BOCC — July 18, 2017 — Choozle Media Authorization — agenda request
Choozle Media Authorization — agenda request in the July 18, 2017 Okaloosa County BOCC meeting materials. Preserved county-portal original with machine-extracted reading text.
Preserved among the July 18, 2017 Okaloosa County Board of County Commissioners meeting materials (IQM2 meeting 1422). The date shown is the verified meeting context, not an independently established creation date for every attachment. The download catalog used ; the meeting date was corrected using the agenda/minutes heading and matching source filename.
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Action Item Printout
Date
July 18, 2017
Publisher
Okaloosa County Board of County Commissioners
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2
Reference collection
Okaloosa County Board of County Commissioners (IQM2 public portal)
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Choozle Media Authorization — agenda request — extracted reading text
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BOARD OF COUNTY COMMISSIONERS
AGENDA REQUEST
DATE: July 18, 2017
TO: Honorable Chairman and Members of the Board
FROM: Chris Holley
SUBJECT: Choozle Media Authorization
DEPARTMENT: Tourist Development Department
BCC DISTRICT: 2,4,5
STATEMENT OF ISSUE: Request approval of media placement modifications in excess of
$50,000.
BACKGROUND: On February 7, 2017 the Board approved a contract with Aqua Marketing
(C17-2525-TDD). Pursuant to contract terms, the Tourist Development Department Director is
authorized to approve Media Authorizations for media placements identified on the approved Media
Plan, regardless of dollar value, on behalf of the County. Modifications to media placements shall
be approved pursuant to the County’s procurement approval thresholds.
Media Authorization #10 for Simpli.fi was approved on April 10 for the period April -
September. After a month of activity, the County’s advertising agency determined that Simpli.fi
was underperforming in large part due to cost per click (CPC), and lower than anticipated
network reach was also a factor. There are many factors used to evaluate real-time
programmatic digital advertising platforms. Key Performance Indicators (KPI) - impressions,
cost and quality of delivery - were not to the agency’s satisfaction for Simpli.fi so the agency
suggested budget funds be reallocated to Choozle. Choozle was selected as a strong alternative
as they have an excellent list of networks which the agency will utilize to achieve delivery
objectives. Board approval should have been obtained for Media Authorization #34 for Choozle
for the period May - September due to the dollar value of the media reallocation from Simpli.fi.
Board approval is hereby requested for Media Authorization #34R1 for Choozle (which includes
bridal) as well as Media Authorization #10R1 to reduce Simpli.fi funding.
The total media spend remains within the $1.625M identified on the Media Plan approved by the
Board on April 4, 2017.
OPTIONS: Approve or Disapprove
RECOMMENDATION: Approve Aqua Media Authorizations #34R1 for Choozle and #10R1
for Simpli.fi, and authorize the Chairman to sign.
RECOMMENDED BY:
APPROVED BY:
John Hofstad, County Administrator
Okaloosa County Board of County Commissioners. “Okaloosa County BOCC — July 18, 2017 — Choozle Media Authorization — agenda request.” July 18, 2017. Action Item Printout. Crypt of Echoes evidence ID LED-2026-623ca997013b46eca4ee37bce768d478. http://127.0.0.1:58097/evidence/LED-2026-623ca997013b46eca4ee37bce768d478. Accessed [date].
Catalogue citation: Okaloosa County Board of County Commissioners, Choozle Media Authorization — agenda request, meeting materials for July 18, 2017. https://okaloosacountyfl.iqm2.com/Citizens/FileOpen.aspx?Type=30&ID=26193&MeetingID=1422
Preserved county public-record source. Third-party attachments may retain their original rights.
