Okaloosa County BOCC — July 7, 2015 — FY16 SMP 060915 BCC (horizontal)[2]

FY 2015-16 STRATEGIC MARKETING PLAN TDC - May 28, 2015 BCC – July 7, 2015 Objectives • Drive leisure, group and meeting visitation during the shoulder seasons • Maintain top-of-mind awareness during peak seasons • Leverage awareness of #EmeraldCoasting brand • Maximize impact of media spend 7 Strategies • Communicate year-round messaging while focusing on driving business during the shoulder seasons • Utilize research to motivate consumers to select Emerald Coast as their vacation destination • Utilize festivals and special events to drive trial and repeat visitation • Continue to embrace social media as an essential component of the communications plan 8 Tactics • Target consumers with a combination of TRADITIONAL and ONLINE marketing • Communicate the brand through NICHE MEDIA including weddings, groups, meetings, signature events, Gulf-to-Table and ecotourism • Offer bed-tax collectors COOPERATIVE media opportunities designed to broaden awareness and deliver qualified leads • Collaborate with VISIT FLORIDA to maximize impact of media spend 9 Tactics • Deploy quarterly CONSUMER E-NEWSLETTERS and monthly PARTNER E-NEWSLETTERS to maintain top-of- mind awareness • Position the consumer as ONE CLICK AWAY from our website and potential bookings • Promote and TRACK special events and initiatives via WEBSITE 10 Target Audience Profile Demographics • Adults • Ages 25 – 64 (skewing women) • Affluent active travelers Mindset/Lifestyle • Traveler – at least 3-night stay • Interested in the beach, fishing, shopping, restaurants and more • Looking for an accessible escape 12 Media Markets • Primary target audiences will include leisure travelers within a 13-hour-drive radius of the Emerald Coast as well as meeting/group business travelers 13 Emerging Markets • Secondary emerging markets will include: 14 Marketing Initiatives • Conduct annual consumer RESEARCH to measure ROI • Enhance CONVENTION CENTER section of WEBSITE • Generate EARNED MEDIA through public relations • Create SOCIAL MEDIA AWARENESS and engagement through community management and cross-channel campaigns • Develop MEDIA STRATEGY & MESSAGING that most effectively reaches the target audience, DRIVES VISITATION and delivers direct leads 16 Less Print, More TV, Video & Digital Platforms 8% 29% 48% 15% Online/Video Print/Other TV Radio 42 Leisure Campaign Weighting 10% 5% 30% 35% 20% Spring Summer Fall Winter Snowbirds 43 Media Strategy • Continue to build higher budget allocations in digital platforms – aligning media exposure to more closely match platforms that inform travel decisions • Build plan to ensure more and varied video platforms • Integration of multimedia partnerships, many with lead generation guarantees • Ongoing placements in Visit Florida offers, both print and digital 44  Leisure Media Tactics by Campaign Fall/Winter Spring/Summer Chris