Okaloosa County Tourist Development Council — Jul 25, 2013 — Minutes — reading text

Okaloosa County Tourist Development Department 1540 Miracle Strip Parkway Ft. Walton Beach, FL 32548 Regular Meeting http://www.okaloosafl.com ~ Minutes ~ Thursday, August 29, 2013 2:00 PM Emerald Coast Convention Center Tourist Development Committee Members Attendee Name Title Status Arrived Departed Dale E. Peterson Chairman Present - - Thomas Rice Vice-Chairman Present - - Rachel Joyce Present - - Daniel Empson Present - - Thom Gossom Absent - - Joe Guidry Present - - Tuffy Dixon Destin Councilman Present - - Charles Rigdon FWB Councilman Present - - Kelly Windes Commissioner District 5 Present - - Daniel O'Byrne Director Present - - Greg Stewart & Present - - TDD Attorney Lynn Hoshihara Mr. Mark Mayer Michelle Clarke & Peter Mayer Advertising Present - - Ellen Kempner Mr. Peterson called the meeting to order at 2:00pm with the Pledge of Allegiance and welcomed everyone to the meeting. I. Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson- Chairman) Mr. O’Byrne requested the previous month’s meeting minutes have a single change to specify that Mr. Rice called the meeting to order at 2:01pm and then Mr. Peterson introduced Ms. Joyce. Motion to Approve, July 25, 2013 TDC Meeting Minutes RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Dixon AYES: Empson, Joyce, Guidry, Rigdon, Windes, Peterson II. Peter Mayer Advertising Update / Go Forward Strategy Workshop (Peter Mayer Advertising) Mr. Peterson stated the meeting’s agenda would be a briefing by the Peter Mayer firm explaining the marketing campaign. He added that public comment and questions would Okaloosa County Tourist Development Department Page 1 Regular Meeting Minutes AUGUST 29, 2013 be allowed, in addition to the normal queries by committee members, during the briefing. Each individual would be limited to one three- minute opportunity to share their concerns, comments, or questions. Mr. Mayer began by stating he and his colleagues would share what they have already done on the marketing campaign, what the results of those efforts have been, and what they are planning in the future. Mr. Mayer paused to share some information about the firm. Located in Louisiana, the firm has been in business for more than 45 years and boasts a staff of 200 employees. The company is particularly strong in the areas of hospitality and tourism, added Mr. Mayer. He went on to say the company has represented many well known companies such as the Waldorf Astoria in New York, Louisiana State Office of Tourism, South Seas Tourism, Sonesta Corporation and Cruiseline. Short Term Objectives: 1) To enhance Emerald Coast brand and drive visitation. 2) Position Destin, Fort Walton Beach, and Okaloosa Island as a top regional destination for leisure groups and meetings. 3) Design and create and launch a best in class tourism website for Okaloosa County. 4) Create a new visitation season that drives business form Thanksgiving to New Year’s. • Very Emerald Christmas; Mr. Mayer stated he believed there is great potential in this area 5) Leverage event and festivals to drive repeat visitation. Long Term Objectives: 1) Position Destin, Fort Walton Beach, Okaloosa Island as one of the best beaches in America. 2) Increase visitation during the non-peak months. 3) Measure ROI through research and trends to increase visitation and revenue. 4) Pursue and secure positive media coverage with national and international leisure, groups and meetings/publications. Target Audience Profile Demographics • Adults • 25-64 • Annual HH income of $50,000, skewing higher Mindset/Lifestyle: • Frequent travelers, for a three night stay. Interested in niche attributes; fishing, shopping, beach, culinary opportunities. Okaloosa County Tourist Development Department Page 2 Regular Meeting Minutes AUGUST 29, 2013 Media Markets • Within a single day’s drive, regional markets National Travel Trends • 2/3 of U.S. internet users will research travel via digital channels in 2013 • Nearly 50 million U.S. consumers will research travel on smartphones and tablets in 2013 • Adults traveling in 2013 remain stagnant, only 4 out of 10 traveling • U.S. travelers are taking slightly fewer trips in 2013, down from three to 2.8 • Holidays of seven nights or longer represent a quarter of all travel. Florida is doing better than 2013 national average for travel. In first six months of this year 50 million travelers came to Florida. This is a slight increase from 2012. Next, Ms. Clarke spoke about the Spring Shoulder Season campaign. Objective: • Drive visitation from post-Spring Break to Memorial Day • EmeraldCoastOffers.com, no previous webpage or landing zone Timeframe: March 19- May 27 Budget: $244,316 Results: Very top level; over 50M impressions, over 134,000 clicks Mr. Peterson queried if the entire budget for this season’s campaign went solely to the website/take-overs. Ms. Clarke stated it did not and proceeded by providing the breakout for the entire campaign. She explained less than 20% of budget went to OTA’s. Ms. Joyce queried the method used to direct traffic from OTA’s to individual vendors. Ms. Joyce asked if all banner ads directed traffic back to EmeraldCoastOffers.com, Ms. Clarke stated that was correct. Ms. Kempner continued the presentation by briefing the group on the Summer Campaign. Objective: Maintain top-of-mind awareness during the summertime period Timeframe: June 17-August 31 Budget: $100,000 Results: 8 million Impressions, 35,000 clicks • Ms. Kempner continued by showing some of the banner ads used during the campaign. • Interim site was up and running by now, allowing potential visitors the ability to book rooms. Okaloosa County Tourist Development Department Page 3 Regular Meeting Minutes AUGUST 29, 2013 • FaceBook Tile Ads were also used. Emerald Coast has over a million ‘likes’ currently. Ms. Clarke reviewed the Fall Campaign. Objective: Drive visitation from Labor Day through Thanksgiving Timeframe: Sept 1- Oct 31 Budget: $300,000 Results: TBD This season has provided the first time enough lead time was available to place a print advertisement. It will be featured in Southern Living. It is a Co-Op with TDD and four other participants. The cost was split 50% TDD and 50% divided by each of the participants. Following the Fall Campaign, Ms. Kempner discussed year round advertising. An Interim website was built and went live by April 19. Social Media Results: • FaceBook 21 posts per month 4,500 increase in ‘Likes’ (448+ to date) Ms. Kempner provided some examples of posts made by the firm on FaceBook. She also provided the feedback and number of people reached with different posts. Ms. Joyce asked where the firm got the photos. Ms. Clarke said some was generated by the firm and some is contracted by professional photographers. • Twitter Tweet about 56 times a month Increased followers by 2,000; which equals a 51% increase • Pinterest Created 14 boards, to include things to do, events, weddings and other topics. Added 200 new followers for 52% new increase. Showed some of the Pinterest boards, which she likened to an electronic bulletin board, the firm has created for the campaign. Okaloosa County Tourist Development Department Page 4 Regular Meeting Minutes AUGUST 29, 2013 Mr. Mayer reviewed the firm’s Public Relations campaign. Public Relations, he explained is not paid for attention or exposure, but earned media exposure. Mr. Mayer shared some of the articles run, to date. • 60+ reporter inquires, journalist requests and visits to the area • 11 press releases sent to date, each reached 1,600 journalists • Press Trips September 27-29 • Press release subjects include best family beach, spring, summer, fall, restoration projects, Southern hot spot for winter meetings & events, Labor Day, Oakley Redfish Tournament Honorable Dixon queried what verification or audit is maintained to show progress and the results. Mr. Peterson added that nothing done by the firm has been tangible; everything has been done on