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

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 Atlanta Weddings will not be published this year and Integrated Hospitality Sales Solutions was eliminated after re-evaluation of the ROI for this lead generation program.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 $70,400 $70,400 Media Campaign (Fall/Winter, Christmas, Snowbird, Spring/Summer, Non-Seasonal/Niche, $1,914,775 $1,913,967 Groups, Meetings/Conventions Campaign Production $200,000 $200,000 Special Events (Application Funding & Direct Advertising) $225,000 $210,000 Airport, Welcome Center, & Publication Advertising $11,210 $11,210 Promotional Reserve $100,000 $100,808 Destin to Fish Television Show Production $0 $73,800 $3,322,610 $3,381,410 TDC 01/22/15 ~ BCC 02/03/15  FY15 LEISURE Media Placement Opportunity Impressions Campaign Dollars Dollars T.O. Official VF Visitor’s Guide FP4C: Jan 2015 with e-book inclusion 600,000 Spring, $15,956 $15,956 147 Summer, Fall Beaches, Resorts & Parks FP4C: Dec 2014 – Jul 2015 400,000 Spring, $6,020 $6,020 147 Summer, Fall Life’s A Beach FP4C: Sep Oct 2014 – Oct Sep 2015 500,000 Spring, $9,925 $9,925 147 Summer, Fall Coastal Living FP4C: Nov 2014 and Visit Florida Feb & Apr – 1,407,969 Spring, $72,000 $24,000 147 includes bonus advertorial, leads, online travel deal Summer, features, e-newsletters with leads, mini co-op in Mar Christmas & May 2015 issues, e-version with links Southern Living HP4C: Jan and Mar 2015 – includes RSC for leads 4,150,000 Spring, $90,262 $90,262 147 Summer Better Homes & Gardens, HP4C: Feb and March 2015 – Visit South – includes 1,000,000 Spring, $27,115 $27,115 147 EveryDay with Rachel Ray, advertorial, SM and lead generation Summer More, Family Circle Better Homes & Gardens, HP4C: Jun and July 2015 – 2,500 leads guaranteed 300,000 Summer, Fall $13,950 $13,950 147 EveryDay with Rachel Ray, and lead generation More Collinson Media: FP4C: Visit Florida – Out-Of-State – Feb 2015 – 8,500,000 Spring, $25,000 $0 147 Newspaper Insert includes 4,000 leads and digital impressions Summer Collinson Media: FP4C: Visit Florida – America’s Best Vacations – Apr 8,500,000 Spring, $25,000 $25,000 147 Newpaper Insert 2015 – includes 4,000 leads and digital impressions Summer Collinson Media: HP4C: Visit Florida – Fall 2014, Oct 14 – includes 8,530,000 Fall $20,000 $20,000 147 Newspaper Insert 4,000 leads and digital impressions. Also includes HP4C Co-op print and Atlanta e-blast Escape to Southeast FP4C: Jan 2015 – Escape to SE Travel Guide - includes 250,000 Spring, $3,400 $3,400 147 lead generation Summer, Fall Texas Monthly HP4C: Mar, May (Visit Florida) & Aug 2015 – includes 919,053 Spring, $27,984 $27,984 147 advertorial, digital and lead generation Summer, Fall Atlanta Magazine HP4C: Dec 2014, Mar & Sept 2015 – 100% Visit 202,155 Spring, $8,067 $8,067 147 Florida – includes advertorial and digital Summer, Fall Canadian Traveller FP4C: Visit Florida 2015 Canadian Guide – Jan, 2015 1,520,000 Snowbirds $26,100 $21,175 147 & FP4C: Canadian Traveller Fall Guide – Aug 2015 plus 12x e-newsletters, 6x online articles with 2x Social Media pushes, sweepstakes (print, online, e- blast promotion) and 4+ page Destination Feature of the Week in CT TRAVEL INDUSTRY publication Dreamscapes 2/3P4C: Visit Florida Fall/Winter (10/22/14) & 212,000 Snowbirds $7,900 $7,900 147 Winter (11/26/14) – includes editorial features Crossings FP4C: Visit Florida Fall/Winter (10/10/14) – includes 150,000 Snowbirds $4,500 $4,500 147 editorial feature Toronto Life FP4C: Visit Florida – Escape to the South – Jan 2015 – 89,082 Snowbirds $11,387 $11,387 147 includes e-version International Travel Guide HP4C: Visit Florida – Jan 2015 – includes e-version 74,925 Spring, $6,110 $4,775 147 and video links Summer, Fall, Snowbirds Fishing Guide Official State Fishing Guide 165,000 Spring, $0 $10,800 147 Summer, Fall TDC 01/22/15 ~ BCC 02/03/15  FY15 LEISURE Media Placement Opportunity Impressions Campaign Dollars Dollars T.O. National Cable Estimated 380x :30 & :15 spots: Weather Channel & 41,489,000 Spring, $270,000 $375,000 148 Cooking Channel Travel Channel Summer, Fall Bill Dance TV TV segments, FB, banner ads, endorsement & usage 8,475,000 Spring, $55,000 $55,000 148 Summer, Fall Destination Network TV :30 & :15 spots: 28 weeks 12,261,000 Spring, $42,500 $42,500 148 Summer, Fall Satellite Radio Estimated 852x :30 spots, 17 weeks 23,316,000 Spring, Fall, $38,250 $38,250 148 Christmas Spot Market Radio Brand & Promotional Radio, 12 weeks 22,099,060 Spring, $113,000 $113,000 148 Summer, Fall,