Okaloosa County BOCC — April 28, 2016 — I. d. FY16 SMP Amendment

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: April 28, 2016 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director Charlotte Dunworth, Finance, Administration, & Compliance Manager SUBJECT: FY 2015-16 Strategic Marketing Plan Amendment STATEMENT OF ISSUE: Request approval to amend the FY16 Strategic Marketing Plan. BACKGROUND: Pursuant to section C.200 of the TDD Manual, an amended Strategic Marketing Plan shall be presented to the Council for review and recommendation to memorialize changes on a quarterly basis, as necessary. The following changes are included:  In April, the Board approved expansion of the VisitFlorida America’s Best Vacations newspaper insert placement to include one-page editorial at an additional cost of $10,000. Funds will be reallocated from promotional reserves. Task order 176 will be revised to reflect this change.  Fox has purchased a major interest in National Geographic. The following assets (actually a greater value) are being offered instead of event sponsorships: 1) custom digital article on NatGeo.com on Beyond the Guidebook dedicated exclusively to Emerald Coast and promoted on the home page of National Geographic Travel channel, 2) additional bonus 1/4 page in Next Stop to run nationally in National Geographic Traveler, and 3) 300x250 ad in Nat Geo Travel eNewsletter. No dollar value change.  A ½ page ad was placed in the Alabama Motorcoach winter newsletter rather than a ¼ page ad in the spring newsletter. No dollar value change. Overall, the Strategic Marketing Plan budget remains unchanged at $4,490,893. Relevant pages of the FY16 Strategic Marketing Plans are attached with amendments noted in purple font; deletions are indicated with strike-through and additions are underlined. OPTIONS: Approve or Deny RECOMMENDATION TO BCC: Amend the FY16 Strategic Marketing Plan as presented. FY 2015-16 STRATEGIC MARKETING PLAN TDC - May 28, 2015, Amended December 10, 2015 Amended April 28, 2016 BCC – July 7, 2015, Amended December 15, 2015 Amended May 03, 2016  Leisure Media Rollup Vendor Impressions Campaign Support Dollars Spring, Summer, Fall, Official VF Visitor’s Guide 600,000 $15,956 Snowbirds Spring, Summer, Fall, Life’s A Beach 500,000 $9,925 Snowbirds Interfuse Media: Newspaper $50,000 Inserts, Digital & Lead 17,000,000 Spring, Summer $60,000 Generation National Geographic 1,960,000 Spring, Summer, Fall $108,000 Traveler The Local Palate 460,000 Spring, Summer, Fall $20,535 Spring, Summer, Audubon Magazine 827,160 $24,100 Christmas Play Florida: Golf 425,000 Spring, Summer, Fall $13,600 Coastal Angler TBD Spring, Fall $6,000 National TV: Network Cable, 42,000,000 Spring, Summer, Fall $351,026 AT&T U-Verse Bill Dance TV 8,475,000 Spring, Summer, Fall $55,000 Destination Network/Beach Spring, Summer, Fall, 11,176,470 $38,000 TV Snowbird