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

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 Christmas Snowbirds 47 Leisure Media Highlights • Well-rounded media plan reaching affluent, active travelers • With flat budget, increased gross impressions by 30% to roughly 268,000,000 • Increases in video media platforms, including television • Variety of video content environments • On demand media options to reach consumers when they want and how they want to consume • Roughly 25% of expenditures dedicated to niche audience communications • Over $240,000 in Visit Florida commitments 48 Chicago Takeover • Ability to target affluent neighborhoods exclusively • Affluent consumers index at 211 for having attended the movies 2-3x/month in the past 90 days • Represents 16% of persons earning $150,000+ HHI who have traveled to the beach in the past 12 months • Schedules complement TV / Cable plans: • Nearly 60% of TV viewing is Monday – Thursday • Approximately 75% of theatre attendance is Friday – Sunday when consumers are relaxed and most receptive to entertainment/travel messaging • Advertising support by airlines, Visit Florida, DMOs 196  Chicago Takeover – Movie Theaters • :30 second On-Screen • :30 second Lobby Plasma Screens • Life-size Lobby Standees • Mobile & Online Pre-Roll :15 and :30 second • Pre/Post Research Study • 2 months of activity • 153,552 :30 second spots • 457 targeted neighborhood movie screens • 6,293,286 minimum Gross Impressions • Cost: $250,000 198 Chicago Takeover - Transit • Head House Panel: 86” H x 385” W • Thirty (30) Digital Panels at street level, airing video 960 plays per day each screen • 2 months of activity 199 Chicago Takeover - Transit • In addition to the Head House displays & Urban Panels (base plan): • A second Head House as in base plan • Twenty (20) Train Display Panels • Super Rail Kings • Reaches commuters, pedestrians & motorists • Size & scale leaves a lasting impression • 2 months of activity • 101,121,132 minimum Gross Impressions • Cost: $259,000 200  Chicago Takeover Media Rollup Vendor Impressions Dollars NCM Media Networks: Movie Theaters 6,293,286 $250,000 Titan: Transit 22,788,328 $259,000 Production n/a $25,000 TOTAL: $534,000 90 Measuring Success Performance will be measured by: Ongoing Performance: • Unique visits to the website • Social media performance • Bed tax revenue • Visitation • Visitor spending Campaign Performance: • Tracking and reporting online metrics (impressions, clicks, click rate, etc.) 96 Marketing Plan Budget 97  Marketing Plan Budget Activity Dollars Promotional Items & Collateral $141,000 Local Event Promotional Activities $5,000 Trade Show Fees $59,225 Advertising Agency (Base Services & Travel) $465,000 Advertising Agency (Media Planning & Purchasing) $100,000 Website Development & Maintenance $82,068 Public Relations (e.g. Familiarization Tours, Road Shows) $95,000 Media Campaign (Fall/Winter, Christmas, Snowbird, Spring/Summer, Non-Seasonal/Niche) $2,322,010 Media Campaign (Groups, Meetings/Conventions) $210,235 Campaign Production $200,000 Local Event Marketing Funding Applications $169,850 Advertising (e.g. Welcome Center & Publication Listings) $11,480 Marketing to Assist in Airline Recruitment $500,000 Promotional Reserve $100,000 Grand Total $4,460,868 98