Okaloosa County BOCC — April 28, 2016 — I. e. Mkting Plan Guidance

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: April 28, 2016 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director SUBJECT: Marketing Plan Guidance STATEMENT OF ISSUE: Provide a high-level marketing plan allocation for FY 2016-17. BACKGROUND: The timeline for developing the FY17 Strategic Marketing Plan (SMP) is as follows. Guidance on several aspects of the Strategic Marketing Plan is requested.  TDC to provide high-level guidance 4/28  SMP presented to TDC 5/26 and BCC 6/7 (if no TDC changes); SMP fairly detailed for first quarter and less detailed for remainder of year  Media negotiations occur June – August for FY17 Q1 placements (i.e. Oct-Dec)  Media negotiations ensue for FY17 Q3-Q4  Ads start running in October 2016 Forecasted media budget for FY17 is $5.145M, including $1.775M for Allegiant Air. DISCUSSION TOPICS: FY17 Proposed Allocation Seasonality FY16 FY17 . 10% 30% Fall Fall $601K $1.011M Christmas 5% Christmas $100K $168K Snowbirds Snowbirds $133K $338K 10% Spring 5% Spring $543K $1.011M Summer Summer $350K $337K Non‐Seasonal/Niche 10% Non-Seasonal/Niche $595K $168K 30% Groups/Meetings Groups/Meetings $210K $337K $2.532M $3.370M Allegiant Air $1.170M $1.775M FY17 Proposed Allocation Media Allocation FY16 FY17 . 20% 45% Print Print $515K $674K 2% Online Online $965K $1.517M 3% TV $444K $1.011M TV Radio $63K $101K Radio Other $545K $67K 30% Other $2.532M $3.370M Allegiant Air $1.170M $1.775M RECOMMENDATION TO BCC: N/A, for staff direction only.