Okaloosa County BOCC — August 28, 2014 — III.d. Promo Reserves Update

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: August 28, 2014 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director Charlotte Dunworth, Finance, Administration, & Compliance Manager SUBJECT: Promotional Reserves Update Background Per the Revised Strategic Marketing Plan adopted by BCC 5/6/14: “Promotional Reserve funds are budgeted for promotional opportunities that may arise which were unknown when developing the SMP. To the greatest extent possible, such opportunities will be presented to the TDC for recommendation to the BCC for approval in advance. However, these funds may be appropriated in accordance with County approval authority and with concurrence of the TDC Chairman if an opportunity would be lost due to the timing of regular TDC and BCC meetings. In such case, the TDC and BCC will be apprised of the use of these dollars at their next regularly scheduled meetings”. Discussion Promotional reserves have been used on several occasions since the June TDC meeting. The TDC is hereby being apprised, for informational purposes only, of the following uses which have already occurred: A. $9,500 for advertising with Funway Holidays International Inc. in order to reach the UK market. The Funway marketing plan is based on a consortium of eight Florida CVBs contributing to the campaign, and many of our competitors have already jumped on board (Cocoa Beach, Sarasota, Bradenton, Daytona and Pensacola). There were only 3 available slots, so the opportunity may have been lost if TDC and BCC approvals were obtained in advance. This time-sensitive opportunity was vetted with the TDC Chairman, and approved in accordance with County approval authority. This use of promotional reserves was presented to the BCC on August 19. (TO 145) B. $18,895 for a social media sweepstakes, email opt-in button on the website in conjunction with visitors guide requests, and development of three pop-up banners for use at trade shows. The pop-up banners are needed for a trade show being attended in early September. This use of promotional reserves was approved in accordance with County approval authority and presented to the BCC on August 19. (TO 144) C. $1,000 for American Bus Association digital advertising included in the original Strategic Marketing Plan adopted in November 2013, but omitted from groups-targeted task orders and removed from the revised Strategic Marketing Plan although digital banners had already run in February/March 2014. This use of promotional reserves will be presented to the BCC on September 2. (TO 124 revised) D. $9,000 of FY14 promotional reserves and $13,500 of FY15 promotional reserves to fly aerial banners at Alabama and Auburn home football games and the NASCAR race at Talladega. Reserves are being identified by fiscal year due to the timing of football games. Since the first football game is Aug 30, a purchase order has been issued in accordance with County approval authority. This use of promotional reserves will be presented to the BCC on September 2. E. $95 for ECCC listing in Convention South’s 2014 Directory of Meeting Sites in the South as well as website listing. A half-page magazine ad is included in the Strategic Marketing Plan, but the directory listing is not specifically identified. To meet the directory deadline, payment has been made via credit card. This use of promotional reserves will be presented to BCC on September 2. F. TDC Recommendation to BCC For informational purposes only; no recommendation needed. A recommendation from the TDC is hereby being requested for the following uses of promotional reserves, as these activities have not yet occurred: A. $3,503 to edit the previously developed couples tv ad to make it fall-oriented by adding in a new voiceover and including specific fall festivals happening in the area. This use of promotional reserves will be presented to the BCC on September 2. (TO 132 revised) B. $1,413 to edit the previously developed fall seasonal radio ad to make it current and include specific fall festivals happening in the area. This use of promotional reserves will be presented to the BCC on September 2. (TO 133 revised) TDC Recommendation to BCC Approve the use of promotional reserves as identified for radio and tv edits for the fall season.