Okaloosa County BOCC — November 1, 2016 — Romjue TO 19 revision 1 — agenda request

BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: November 1, 2016 TO: Honorable Chairman and Members of the Board FROM: Darrel Jones SUBJECT: Romjue TO 19 revision 1 DEPARTMENT: Tourist Development Department BCC DISTRICT: 2,4,5 STATEMENT OF ISSUE: Request approval of Task Order 19 revision 1 “TDD Media Plan Budget for Q1 2017”, Romjue Advertising contract C12-2006-AP. BACKGROUND: On August 16, the Board approved Task Order 19 authorizing placement of media during October - December 2016 that mirrors what was vetted by the Peter Mayer Agency and approved by the County for the same time period last year. On September 6, in accordance with section C.200(4) of the TDD Manual, the Board was apprised that Task Order 19 will require revision to reflect the following changes:  Audubon magazine has been discontinued. Instead, Romjue obtained half page placements in Birds & Blooms and National Wildlife magazines to target eco-tourism travelers at the rate approved for Audubon. Additionally, a guaranteed 3,000+ clicks (1,500,000+ impressions) for the accompanying Google Display Network campaign.  Local Palate was placed to continue the momentum of the Gulf-to-Table campaign (launched in Spring 2016) in the Atlanta market ahead of the holiday travel season. Romjue will not charge an agency fee for this placement. Net cost is $6,845, which is comparable to Local Palate placements made by Peter Mayer.  Southern Weddings should be $5,593.75 net (typo).  The Knot amount should be $5,575.00 net (typo).  Sports Events Media Group should be $1,000.00 net (two placements). On November 1, in accordance with section C.200(4) of the TDD Manual, the Board is being apprised that Task Order 19 will require revision to reflect the following changes:  Bing, Facebook, & Google - the budget provides for remarketing to new visitors from the ad words/search campaign from Google and Bing and the Facebook new visitors. Romjue 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. Bing, Facebook, & Google remarketing will be increased by $5,550. (Note: Peter Mayer managed these digital placements in-house. Romjue is using Bell Media as the managing provider. Three quotes were obtained and Bell Media offered the best value.)  Bill Dance Outdoors - 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 Bing, Facebook, & Google remarketing.   Premier Travel Media included four placements totaling $5,875. One placement was eliminated and the others modified for a more efficient placement within 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 Overall, the net media cost increased by $7,345 to $325,454.18. The increase is attributable to Local Palate and Sports Events Media Group. The task order total is not to exceed $375,454.18 including 15% commission capped at $50,000. OPTIONS: Approve or Disapprove RECOMMENDATION: Approve Task Order 19 revision 1 “TDD Media Plan Budget for Q1 2017”, Romjue Advertising contract C12-2006-AP, and authorize the Chairman to sign. RECOMMENDED BY: APPROVED BY: John Hofstad, County Administrator