Okaloosa County BOCC — January 22, 2015 — I.c. SMP Update

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: January 22, 2015 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director Shantelle Dedicke, Marketing Manager SUBJECT: FY 2014-15 Strategic Marketing Plan Update Background Pursuant to Section D.200(2) of the Tourist Development Department Operations and Procedures Manual, the Strategic Marketing Plan (SMP) sets forth the proposed marketing activities and expenditures for the year. Any amendments to the SMP shall be reviewed and approved by the Council and the Council’s recommendation presented to the Board for final approval in the form of a Resolution. Discussion At its November 20, 2014 meeting, the TDC voted to recommend modifying the marketing plan to reach more active travelers with a $150K+ household income through placements on the Travel Channel rather than Cooking Channel. To maintain the same level of impressions (e.g. broadcasts) with the new media placement, an additional $105K needs to be allocated to national cable. The following savings have been identified in the Strategic Marketing Plan for reallocation to national cable: • $48K Coastal Living – leisure – planned two side-by-side leisure and co-op ads, but the CVB receives good exposure in the co-op ads due to fewer partners, so leisure ads eliminated. • $25K Collinson Media – leisure – budgeted in both leisure and co-op, but had greater than anticipated partner participation in the co-op, so leisure ad eliminated. • $25K Southern Living – co-op – not purchased by partners; eliminated. • $7K International Travel Guide – co-op – not purchased by partners; eliminated. Placement in the Florida Fishing & Boating Guide has been added since fishing enthusiasts are being targeted through television and other outlets reaching this leisure audience. Actual partner participation in the co-op program is less than anticipated, and therefore the County’s cost for each co-op advertisement is generally higher than identified in the adopted SMP. Adjustments to the groups and meetings/conventions plans primarily reflect tweaks as a result of final media placement negotiations. Atlanta Weddings will not be published this year and Integrated Hospitality Sales Solutions was eliminated after re-evaluation of the ROI for this lead generation program. Overall, the SMP budget has increased from $3.32M to $3.38M: $15K was transferred from special event funding to capital for the purchase of an interactive trade show booth and $74K was transferred from fifth penny reserves for Destin to Fish television show production. Specific changes to the SMP are denoted in red font as deletions or additions on the attached document. TDC Recommendation to BCC Approve the revised FY 2014-15 Strategic Marketing Plan as presented.  FY 2014-15 Strategic Marketing Plan (Revised) TDC 01/22/15 ~ BCC 02/03/15  FY15 CONSOLIDATED STRATEGIC MARKETING PLAN Activity Dollars Dollars Promotional Items & Collateral (Trade Shows, Sales Calls, Film Visitor Center, ECCC, & Other) $83,370 $83,370 Local Event Promotional Activities $4,700 $4,700 Trade Show Fees $65,655 $65,655 Advertising Agency (Base Services & Travel) $465,000 $465,000 Advertising Agency (Media Planning & Purchasing) $100,000 $100,000 Website Development & Maintenance $82,500 $82,500 Familiarization Tours, Press Visits