Okaloosa County BOCC — October 23, 2014 — VI.g.FY15 SMP Update

THE HEART OF FLORIDA'S TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: October 23, 2014 TO: Tourist Development Council DESTIN | FT, WALTON BEACH OKALOOSA ISLAND FROM: Ed Schroeder, Tourist Development Department Director Charlotte Dunworth, Finance, Administration, & Compliance 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 The FY15 SMP was adopted by the Board on August 19, 2014. Task Order 150, which authorizes the advertising agency to purchase media under the co-op program, includes the language “Actual co-op opportunities may vary from those opportunities listed in the Strategic Marketing Plan based on partner participation” to account for unknown partner participation levels. Actual partner participation in the co-op program is less than anticipated in the approved SMP, and therefore the County’s cost for each co-op advertisement is generally higher than identified in the SMP. Several co-op opportunities included in the adopted SMP are not being pursued due to lack of partner interest, and the agency is considering Fall Travel to the Southeast and Southwest Spirit as alternatives. As indicated on the attached spreadsheet, these changes result in a minor net decrease to the co-op program. Formally amending the SMP for each change is cumbersome and results in a confusing SMP document. Staff proposes to seek TDC and BCC approval for changes as they occur, with formal amendments to the SMP quarterly via resolution to memorialize the amendments. TDC Recommendation to BCC 1) Recommend elimination of Collinson Media (print), Rachael Ray/More (print), International Travel Guide (print), and Southern Living (digital) from co-op program. 2) Recommend addition of Fall Travel to the Southeast (print/digital) and Southwest Spirit (print) to the co-op-program. 3) Recommend formal amendments to the SMP quarterly via resolution. Rachel Ray, Atlanta Candian Internat'l Escape to Coastal Collinson More Atlanta Eats Braves Traveler Montreal Travel Guide = Southeast Living Print Media Print Print TV/Radio Radio Print Gazette Print Print Pkg TDD Cost 40,000 19,400 10,995 12,500 7,500 2,463 5,192 7,045 1,300 Adopted SMF TDD Cost 40,000 19,444 13,250 4,514 7,392 1,732 Revised SMP Partner Cost 8,000 5,556 1,750 411 1,100 868 Birmingham NW Florida DCMilitary Sports Sports Weddings Weddings Life The Griffon Destination Destination Connect The Knot Southern Print Print Digital Print Print Digital Sports Print Digital Living Digital TDD Cost 2,500 4,675 3,000 7,380 3,650 2,625 2,500 4,250 25,000 Adopted SMF TDD Cost 3,749 8,570 3,500 7,780 6,691 3,498 4,166 7,792 Revised SMP Partner Cost 1,251 780 2,500 2,000 609 1,752 834 708 Canadian Ad Serving Coastal Collinson Traveler Visit Florida Fall Travel Southwest Fees Living Digital Digital Digital TBD to SE Spirit (Sizmek) TOTAL TDD Cost 5,000 20,000 4,350 8,190 2,000 201,515 Adopted SMP TDD Cost 7,501 18,000 6,525 8,190 11,995 15,000 2,000 201,289 Revised SMP Partner Cost 2,499 2,000 2,175 1,000 TBD C:\Users\cdunworth\Desktop\TO 150.xIsx 10/17/2014 10:01 AM