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

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 78  Leisure Media Rollup Vendor Impressions Campaign Support Dollars Spring, Summer, Fall, Interfuse Media 20,000,000 $50,000 Snowbird Google Search, Bing N/A (68,000 Spring, Summer, Fall, $170,000 Search and YouTube clicks) Christmas, Snowbird N/A (25,657 Spring, Summer, Fall, Facebook $19,500 clicks) Christmas, Snowbird N/A (37,500 SAY Media Spring, Fall, Snowbird $50,000 clicks) YuMe 5,000,000 Spring, Fall, Snowbird $50,000 Google YouTube N/A Spring, Summer, Fall, $35,000 TrueView/Hulu (3,181clicks) Christmas Spring, Summer, Fall, $10,000 Discover America TBD Snowbird $11,737 Boomer Aviation TBD Fall, Christmas $13,500 Spring, Summer, Fall, $13,000 Ad serving fee estimate Christmas, Snowbird $15,000 $1,499,907 TOTAL: $1,501,907 $1,511,907 80  Marketing Plan Budget Activity Dollars Amended 1 Amended 2 Promotional Items & Collateral $141,000 $140,000 $140,000 Local Event Promotional Activities $5,000 $5,000 $5,000 Trade Show Fees $59,225 $59,225 $59,225 Advertising Agency (Base Services & Travel) $465,000 $465,000 $465,000 Advertising Agency (Media Planning & $100,000 $100,000 $100,000 Purchasing) Website Development & Maintenance $82,068 $82,068 $82,068 Public Relations (e.g. Familiarization Tours, $95,000 $95,000 $95,000 Road Shows) Media Campaign (Fall/Winter, Christmas, $2,322,010 $2,263,453 $2,273,453 Snowbird, Spring/Summer, Non- Seasonal/Niche) Media Campaign (Groups, $210,235 $210,235 $210,235 Meetings/Conventions) Campaign Production $200,000 $239,582 $239,582 Local Event Marketing Funding Applications $169,850 $219,850 $219,850 Advertising (e.g. Welcome Center & $11,480 $11,480 $11,480 Publication Listings) Marketing to Assist in Airline Recruitment $500,000 $500,000 $500,000 Promotional Reserve $100,000 $100,000 $90,000 Grand Total $4,460,868 $4,490,893 $4,490,893 98  Interfuse Media Rationale: • Multimedia platform offering print and digital • Guaranteed online impressions • Strong lead generation partner Highlights: • FP4C Visit Florida: OOS Newspaper Insert – Mid Feb 2016 • FP4C Visit Florida + FP editorial: ABV Newspaper Insert – Mid Apr 2016 • 16,000,000 digital impressions • 8,000 leads • 1,000,000 print impressions Investment & Return: • Cost: $50,000 $60,000 • Impressions: 17,000,000 minimum 113  National Geographic Traveler Rationale: • Highest-paid subs in travel category • Balanced audience with highest composition of Millennials • Highest domestic travel vs. category Highlights: • Circulation: 340,000 east of MS • FP4C: Apr Family Travel, Jun/Jul VF Great Outdoors and Aug/Sep Adventure Travel • Event sponsorship in 2 cities: DC, Chicago or Atlanta – for Photography seminar: images, collateral, e-blasts, signage and promo message Beyond the Guidebook digital article, QP4C ad in Next Stop, eNewsletter ad • VF added-value includes FP advertorial, lead generation and bonus QP ad unit Investment & Return: • Cost: $108,000 • Impressions: 1,960,000 minimum 114  FL and AL Motorcoach Associations Rationale: • Direct access to top feeder market group travel associations • Members are responsible for planning and operations • Florida: recently re-organized and is managed by ABA Highlights: • Florida: 12-month banner advertising in FMA Bus Bulletin and online travel directory • Alabama: FP4C in annual directory and QP4C in spring HP4C in winter newsletter Investment & Return: • Cost: $2,700 • Impressions: 40,550 minimum 189