Okaloosa County BOCC — June 26, 2014 — reading text

and online components, including mobile, 16 meaning your cell phones and your desktop. 17 And you'll see when you actually kind of read 18 through the details of individual media sheets that are 19 in your booklet, and in the summary tables, that many of 20 these online opportunities are year-round, both for 21 leisure, and for groups, and for meetings. So we're 22 trying to have a continuous, ongoing presence. 23 So next up, looking at some media highlights of the 24 leisure plan, by having a higher mix of these multimedia 25 opportunities, where it's a combination of print and Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com Packet Pg. 31  1.a 26 1 online, radio and online, with our traditional media, Minutes Acceptance: Minutes of May 29, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale 2 we're actually having some guarantees delivered to us. 3 And that's in the form of 16,000 minimum leads. You 4 know, a lead you can send an e-blast to; you can mail out 5 a collateral brochure. 6 We are guaranteed 32 million online banner 7 impressions, and 10,000 clicks to the website. This is 8 just a high-level summary of things that were negotiated 9 with roughly 18 media partners. 10 MS. JOYCE: So where would these -- where would 11 these leads go to? 12 MS. LANDRY: I -- I'll let you answer. 13 MS. CLARKE: Sure. No, the leads -- we work with 14 leads to go to the staff, and then where appropriate, 15 they would reach out to partners to facilitate any of 16 those needs. 17 But one of the ways in which we're fulfilling the 18 leads, too, on the leisure side, is that we're going to 19 start a quarterly e-newsletter, so that will go out -- 20 we're going to use these leads, all the e-mail addresses 21 we get to continue to remarket to them. 22 MS. LANDRY: And I have to add, too, these lead 23 lists are very information-dense. It's really hard to 24 get an e-mail address with any type of database, and this 25 has e-mail. It has e-mail, it has a contact name, and it Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com Packet Pg. 32  1.a 27 1 also has an address. Minutes Acceptance: Minutes of May 29, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale 2 So, the first bullet point was specific to 3 traditional media. The second is relative to digital, so 4 the online portion of the plan. You know, your online 5 advertising is really a direct link to the Emerald Coast 6 site -- or back to the Emerald Coast site, I should say. 7 It's generating awareness and it's -- it's giving 8 impression volume. There's hundreds of thousands, 9 millions of people, that are being exposed to that 10 messaging. 11 Specifically with the baseline plan, there would be 12 roughly 131,000 visits to the plan -- or to your site, I 13 should say. Baseline plus incremental would grow that to 14 almost 400,000; 393. So that's clicks to the site, and 15 then also impressions through seeing banner advertising. 16 As you know, there's so many different ways that 17 people can access your website; advertising is one of 18 them. One way is called organic. You know, I just 19 decided to do a search for Fort Walton. Or maybe through 20 our association with Coastal Living, someone clicks and 21 goes back to your site. That's called referral traffic. 22 So the next bullet point is about all ways that 23 traffic goes to your actual site. These plans will 24 deliver anywhere from 343,000 website visits with the 25 base plan to a million website visits to the base plan. Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com Packet Pg. 33  1.a 28 1 That's in addition to the next bullet point where we're Minutes Acceptance: Minutes of May 29, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale 2 generating 61 million online banner impressions 3 digitally. And then when you combine the 32 million that 4 I addressed at the top with traditional media and 5 combination with digital, that's how we arrived at 93 6 million plus. 7 So all in all, it really depends on which plan you 8 would decide to opt into. 9 Reaching top U.S. markets, that's through a lot of 10 the national opportunities. Something that you guys 11 asked for, and I'm happy to say has been brought back to 12 the plan, is promotional radio. With your roughly 13 $100,000 investment, you would be getting back over 3 14 times that in media. And that would be in a combination 15 of brand and media spots; there are going be remotes. 16 There are 14 top feeder markets that have bought 17 into this program; this has been pre-negotiated, and so 18 each one of those will be doing remotes; there will be DJ 19 chatter; there is social media; there is online media; 20 there's contesting; there's -- many of them are giving 21 you the opportunity to have video exposure on their 22 websites. 23 So there is a list in your packet, but it comprises 24 all of your top Alabama markets, all of your top 25 Tennessee markets, some Louisiana markets, and a handful Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com Packet Pg. 34  1.a 29 1 of others. Minutes Acceptance: Minutes of May 29, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale 2 An increased commitment to Visit Florida 3 opportunities. This year, minimally, $270,000 4 investment, and also have a slush fund set aside for 5 additional investments. So, all in all, you know, the 6 traditional side, your prints and radio, in combination 7 with online advertising is bringing a minimum of 205 8 million impressions. 9 Next what we're going to look at are a couple of 10 slides of what I'm just kind of calling your major media 11 outlets; it's certainly not all. That's, you know, in 12 the details. But the first two -- know you guys are very 13 familiar with Southern Living and Coastal Living. These 14 are two of the partners where we, in addition to our 15 print, have some added value in terms of editorial or 16 online. Clearly it's for Southern and Coastal 17 enthusiasts. 18 Specific to national cable, the recommendation is a 19 combination of The Weather Channel and Cooking Channel. 20 Of course, The Weather Channel makes perfect sense, and 21 then the Cooking Channel is a very upscale network. So 22 those two, we have two networks deep. 23 PBS. You guys may be aware of the fact that there 24 are two ongoing PBS purchases; they're half-hour 25 programs, and PBS clearly is a way to reach the upscale Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com Packet Pg. 35  1.a 30 1 market. But this is also one of the primary tactics in Minutes Acceptance: Minutes of May 29, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale 2 reaching your New Yorks, your Bostons, your Chicagos, you 3 know, some of the top markets. 4 There are two differential types of programs that 5 have been bought into. One is to promote family travel, 6 and the other is for group getaways. In addition to this 7 airing, you guys actually own the half-hour video rights, 8 and so that can be housed on your website for reference 9 for anyone. But I think that's a real standout 10 opportunity. 11 Also for the upscale audience is satellite radio. 12 You heard some of the spots that we were talking about, 13 the SiriusXM. That actually would be multiple weeks 14 throughout the course of the plan. And then that -- also 15 being recommended in the plan is Beach TV. You may also 16 know it as Destination TV. That is in six different 17 regions on the plan, and your primary market of Atlanta 18 and New Orleans. 19 The reason I cite those is because, in addition to 20 this being in-room, hotel room vision opportunities in 21 those two markets, I, as a general consumer, can turn on 22 my tube if I'm sitting in Atlanta, and actually view this 23 television station. So you're reaching an entire market. 24 So it's a combination of Atlanta, New Orleans, and six 25 different beach communities throughout the country. Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com Packet Pg. 36  1.a 31 1 Bill Dance, I know you guys are familiar with that. Minutes Acceptance: Minutes of May 29, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale 2 We recommend that we renew that partnership. It is a 3 year-long program that is a combination of endorsements. 4 He actually endorses the destination. You can use them 5 in your advertising. It is program segments and also 6 social media. 7 And that airs currently on three national cable 8 network channels: Destination America, NBC Sports, and 9 Outdoor Channel. But he's in negotiation to expand to a 10 fourth channel. I believe it will be a national; that 11 hasn't been announced just yet. 12 Some of the -- what I think are the top standouts 13 for the cross-media opportunities where it's a 14 combination of print and guaranteed clicks to the 15 website, online impressions, that sort of thing, is 16 Better Homes and Gardens, Every Day with Rachel Ray, 17 more, and then Pollinson Media Group, a