Okaloosa County BOCC — June 16, 2015 — Military Reunions Reallocation — agenda request

BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: June 16, 2015 TO: Honorable Chairman and Members of the Board FROM: Ed Schroeder SUBJECT: Military Reunions Reallocation DEPARTMENT: Tourist Development Department BCC DISTRICT: 2,4,5 STATEMENT OF ISSUE: Request approval to modify the Military Reunions spend by reallocating funds from the August print ad to three months of digital impressions. BACKGROUND: Military Reunions magazine will not print the August 2015 edition due to cost inefficiencies associated with publishing and mailing. Instead, the vendor intends to grow and maintain its reunion planner audience through the digital space. The agency proposes to reallocate the existing spend with Military Reunions as follows: Current Military Reunions Spend Modified Military Reunions Spend *1/3 Page Print Ad, August: $1,359 *3 Months Digital Impressions: $1,300 1/3 Page Print Ad, March: $1,526 1/3 Page Print Ad, March: $1,526 Annual Listing: $249 Annual Listing: $249 Current Investment: $3,134 Modified Investment: $3,075 The County is not obligated to reallocate the available funds to this vendor. However, the agency recommends doing so since the vendor is investing more dollars in its website to bolster content from the loss of the magazine and to have the ability to be more current with relevant news. The recommended months for the digital impressions are July, August, and September. There are no impression guarantees; this is a vendor that sells on a monthly flat rate. 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. Formally amending the SMP for each change is cumbersome and results in a confusing SMP document. Staff is seeking TDC and BCC approval for this change, with formal amendment to the SMP quarterly via resolution to memorialize the change. The Tourist Development Council voted to recommend approval for these revisions at its May 28, 2015 meeting. OPTIONS: Approve or Disapprove RECOMMENDATION: Approve modifying the Military Reunions spend by reallocating funds from the August print ad to three months of digital impressions. RECOMMENDED BY: APPROVED BY: John Hofstad, County Administrator