Okaloosa County BOCC — December 15, 2015 — FY15 SMP Revised 12-15-15 — reading text

FY15 CONSOLIDATED STRATEGIC MARKETING PLAN Activity Dollars Dollars Dollars Dollars Promotional Items & Collateral (Trade Shows, Sales Calls, Film Visitor Center, $83,370 $83,370 $83,370 $83,370 Local Event Promotional Activities $4,700 $4,700 $4,700 $4,700 Trade Show Fees $65,655 $65,655 $65,655 $65,655 Advertising Agency (Base Services & Travel) $465,000 $465,000 $465,000 $465,000 Advertising Agency (Media Planning & Purchasing) $100,000 $100,000 $100,000 $100,000 Website Development & Maintenance $82,500 $82,500 $82,500 $82,500 Familiarization Tours, Press Visits $70,400 $70,400 $70,400 $70,400 Media Campaign (Fall/Winter, Christmas, Snowbird, Spring/Summer, Non‐ $1,704,540 $1,703,826 $1,705,215 $1,706,037 Seasonal/Niche) Media Campaign (Groups, Meetings/Conventions) $210,235 $210,141 $210,141 $210,141 Campaign Production $200,000 $200,000 $200,000 $200,000 Special Events (Application Funding & Direct Advertising) $225,000 $210,000 $210,000 $210,000 Airport, Welcome Center, & Publication Advertising $11,210 $11,210 $11,210 $11,210 Promotional Reserve $100,000 $100,808 $100,808 $100,808 Destin to Fish Television Show Production $0 $73,800 $73,800 $73,800 $3,322,610 $3,381,410 $3,382,799 $3,383,621 TDC 12/10/15 ~ BCC 12/15/15  FY15 LEISURE Media Placement Opportunity Impressions Campaign Dollars Dollars Dollars Dollars T.O. Official VF Visitor’s FP4C: Jan 2015 with e‐book inclusion 600,000 Spring, $15,956 $15,956 $15,956 $15,956 147 Guide Summer, Fall Beaches, Resorts & FP4C: Dec 2014 – Jul 2015 400,000 Spring, $6,020 $6,020 $6,020 $6,020 147 Parks Summer, Fall Life’s A Beach FP4C: Sep Oct 2014 – Oct Sep 2015 500,000 Spring, $9,925 $9,925 $9,925 $9,925 147 Summer, Fall Coastal Living FP4C: Nov 2014 and Visit Florida Feb & Apr – includes 1,407,969 Spring, $72,000 $24,000 $24,000 $24,000 147 bonus advertorial, leads, online travel deal features, Summer, e‐newsletters with leads, mini co‐op in Mar & May Christmas 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 $90,262 $90,262 147 Summer Better Homes & HP4C: Feb and March 2015 – Visit South – includes 1,000,000 Spring, $27,115 $27,115 $27,115 $27,115 147 Gardens, EveryDay advertorial, SM and lead generation Summer with Rachel Ray, More, Family Circle Better Homes & HP4C: Jun and July 2015 – 2,500 leads guaranteed 300,000 Summer, Fall $13,950 $13,950 $13,950 $13,950 147 Gardens, EveryDay and lead generation with Rachel Ray, More Collinson Media: FP4C: Visit Florida – Out‐Of‐State – Feb 2015 – 8,500,000 Spring, $25,000 $0 $0 $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 $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 $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 $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 $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 $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 $21,175 $26,100 147 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) & Winter 212,000 Snowbirds $7,900 $7,900 $7,900 $7,900 147 (11/26/14) – includes editorial features Crossings FP4C: Visit Florida Fall/Winter (10/10/14) – includes 150,000 Snowbirds $4,500 $4,500 $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 $11,387 $11,387 147 includes e‐version International Travel HP4C: Visit Florida – Jan 2015 – includes e‐version 74,925 Spring, $6,110 $4,775 $4,775 $4,775 147 Guide and video links Summer, Fall, Snowbirds Fishing Guide Official State Fishing Guide 165,000 Spring, $0 $10,800 $10,800 $10,800 147 Summer, Fall National Cable Estimated 380x :30 & :15 spots: Weather Channel & 41,489,000 Spring, $270,000 $375,000 $375,000 $375,000 148 Cooking Channel Travel Channel Summer, Fall TDC 12/10/15 ~ BCC 12/15/15  FY15 LEISURE Media Placement Opportunity Impressions Campaign Dollars Dollars Dollars Dollars T.O. Bill Dance TV TV segments, FB, banner ads, endorsement & usage 8,475,000 Spring, $55,000 $55,000 $55,000 $55,000 148 Summer, Fall Destination Network :30 & :15 spots: 28 weeks 12,261,000 Spring, $42,500 $42,500 $42,500 $42,500 148 TV Summer, Fall Satellite Radio Estimated 852x :30 spots, 17 weeks 23,316,000 Spring, Fall, $38,250 $38,250 $38,250 $38,250 148 Christmas Spot Market Radio Brand & Promotional Radio, 12 weeks 22,099,060 Spring, $113,000 $113,000 $113,000 $113,000 148 Summer, Fall, Christmas Atlanta Braves Radio package in negotiation TBD Spring, $25,000 $25,000 $25,000 $25,000 148 Summer, Fall, Christmas Radio Promotional $2,725 $2,725 $0 $0 148 Costs TripAdvisor Content module, Destination content banner 5,263,158 Spring, $79,000 $79,000 $79,000 $79,000 149 rotation Summer, Fall, Christmas, Snowbirds Centro – Rocketfuel Behavioral and Demo‐targeted Banners 15,220,485 Spring, Fall, $107,000 $107,000 $107,000 $107,000 149 Snowbirds Yahoo! Search re‐targeting, Travel content rotation, 21,035,012 Spring, $130,000 $130,000 $130,000 $130,000 149 Behavioral and demo‐targeting Summer, Fall, Christmas, Snowbirds Sizmek Real Time Bidding platform test 19,130,435 Spring, $60,000 $60,000 $60,000 $60,000 149 Summer, Fall, Christmas, Snowbirds Google Search Keywords search + text ads in display network