Okaloosa County BOCC — November 1, 2016 — FY17 Q1 Media Reallocation — agenda request

BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: November 1, 2016 TO: Honorable Chairman and Members of the Board FROM: Darrel Jones SUBJECT: FY17 Q1 Media Reallocation DEPARTMENT: Tourist Development Department BCC DISTRICT: 2,4,5 STATEMENT OF ISSUE: Advising the Board of changes to media placements for FY17 Q1. BACKGROUND: According to section C.200(4) of the TDD Manual, it is recognized that deviations from the proposed marketing activities identified in the quarterly Strategic Marketing Plan may occur and that the Board will be apprised of changes as they become known.  Google, Bing, & Facebook - the budget provides for remarketing to new visitors from the ad words/search campaign from Google and Bing and the Facebook new visitors. Romjue Advertising, who is placing Q1 media, has recommended increasing the remarketing budget based on last year’s Q1 visitors to the website. Remarketing occurs during the final stage in the vacation planning decision process. Not remarketing is like getting a sale and not closing it. Google, Bing, and Facebook remarketing will be increased by $5,550.  Bill Dance Outdoors - $18K is budgeted for this fishing-affiliated advertising. However, the vendor has confirmed advertising is already scheduled to run through December 2016, so no Q1 funds are needed. A portion of this funding will be reallocated to Google, Bing, & Facebook remarketing.  Premier Travel Media included four placements totaling $5,875. One placement was eliminated and the others modified for a more efficient placement within the budget:  Group Travel Directory - digital listing, half page ad, half page editorial (FL section) at a cost of $3,015 net  Religious Travel Planning Guide - newsletter billboard at cost of $995 net  Reunions Workbook - eliminated  Sports Planning Guide - digital editorial, print annual guide at a cost of $1,865 net Romjue Advertising task order 19 will be revised to reflect these changes. The Tourist Development Council will be advised of these changes at its November 3 meeting. OPTIONS: N/A - for informational purposes only. RECOMMENDATION: N/A - for informational purposes only. RECOMMENDED BY: APPROVED BY: John Hofstad, County Administrator