Okaloosa County BOCC — August 2, 2016 — FY17 Quarterly SMP Q1 Oct-Dec — agenda request

BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: August 2, 2016 TO: Honorable Chairman and Members of the Board FROM: Ed Schroeder SUBJECT: FY17 Quarterly SMP Q1 Oct-Dec DEPARTMENT: Tourist Development Department BCC DISTRICT: 2,4,5 STATEMENT OF ISSUE: Request approval of the FY 2016-17 Quarterly Strategic Marketing Plan for October - December 2016. BACKGROUND: Specific media details are not included in the annual Strategic Marketing Plan (SMP) due to the dynamic nature of the marketing world and the challenges and constraints posed by including specific media details so far in advance of actual media placement. Therefore, quarterly SMP’s are developed to provide media spend by campaign and media type, as well as details regarding specific activities such as trade shows, public relations, and co-op programs - ultimately increasing transparency and information provided to the Board for review and approval. Peter Mayer’s media placement responsibilities terminate on September 30. Due to in-house marketing position vacancies for most of the current year, a media plan has not yet been developed for FY 2017. Staff is proposing to place media during October - December 2016 (and possibly January - March 2017) that mirrors what was vetted by Peter Mayer and approved by the County for the same time period(s) last year, and proved very successful. At its July 21 meeting, the Tourist Development Council reviewed and approved recommendation of the FY17 Q1 strategic marketing plan and placement of FY17 Q1 media that mirrors FY16 Q1 media. OPTIONS: Approve or Disapprove RECOMMENDATION: Approve the following: 1) FY 2016-17 Quarterly Strategic Marketing Plan for October - December 2016 2) Placement of media during October - December 2016 that mirrors what was vetted by Peter Mayer and approved by the County for the same time period last year. RECOMMENDED BY: APPROVED BY: John Hofstad, County Administrator