Okaloosa County BOCC — August 19, 2014 — reading text

Packet Pg. 442 TDC Meeting 5.29.14 23  Local Tactics • Host NATIONAL TOURISM WEEK industry event/rally annually in May to generate local media exposure and appreciation among Emerald Coast citizens for its local tourism marketing efforts and the industry’s economic impact • Unveil of ANNUAL STRATEGIC MARKETNG PLAN/CAMPAIGNS Packet Pg. 443 TDC Meeting 5.29.14 24  Local Communications Plan Target Audience • Permanent RESIDENTS of Emerald Coast Key media outlets • WEAR-TV • WALA-TV • WKRG-TV • The Destin Log • Northwest Florida Daily News • WFTW-AM • WNWF-AM Packet Pg. 444 TDC Meeting 5.29.14 25  Ongoing Social Media Packet Pg. 445 TDC Meeting 5.29.14 26  Overview Objectives • Utilize social channels to reach current Emerald Coast visitors, future visitors and the local community • Provide a unique, two-way communication channel to call fans to action Strategies • Generate awareness about the Emerald Coast as a tourist destination with unique or crowd sourced content • Drive consideration by educating fans about the Emerald Coast • Encourage preference by engaging key online influencers in conversation Packet Pg. 446 TDC Meeting 5.29.14 27  Channels Average Fans/Followers URL Monthly Network (As of 5/8/14) Engaged Users www.facebook.com/FloridasEmeraldC Facebook oast 453K 63K Twitter twitter.com/EmeraldCoastFLA 4.9K 250 Pinterest pinterest.com/EmeraldCoastfFLA 470 N/A Instagram Instagram.com/EmeraldCoastFLA 232 N/A Packet Pg. 447 TDC Meeting 5.29.14 28  Content Planned Content • Created in advance of publishing • Enables social media presences to engage a targeted audience • Written on a calendar and can be reviewed before implementation Live Content • Created in real time as news, trends, conversations and comments arise • Timely and relevant • Responses to Facebook comments, retweeting Twitter content and creating new content in response to trends Packet Pg. 448 TDC Meeting 5.29.14 29  Content Category Percentage Justification Lifestyle, Leveraging past creative, this content shows the vibrant lifestyle that Life on the Emerald is a hallmark of the Emerald Coast. Text and rich media posts will 40% Coast allow communities to experience the beaches and lifestyle of the Emerald Coast from wherever they are. Attractions & Amenities, This category encompasses tourism sights and services in the area. Lodgings, Shops and 30% From lodgings and shops to activities and local eateries, this Eateries category educates fans about on amenities on the Emerald Coast. Okaloosa County boasts year-round community events for the public Events 10% to enjoy. This category syndicates local happenings and encourages Public Happenings the social media communities to share and take part. Emerald Coast’s social media pages will share the most compelling News, news stories relevant to the area as a tourist destination. This can Travel Articles & 20% include write-ups from travel bloggers, contests for top travel Accolades destinations and any other local coverage relevant to travel and leisure. Packet Pg. 449 TDC Meeting 5.29.14 30  Content Shoulder season campaigns (March-May and August- October) • Drive awareness and visitation Summer social media engagement (June-August) • Form relationships with summer visitors to drive shoulder season visitation Instagram/Twitter/Pinterest growth • Post image updates and curate user-generated content • Find the right daily conversations to proactively engage in Influencer outreach • Utilize list of influencers on social media • Continue to develop tactics to engage and incentivize Packet Pg. 450 TDC Meeting 5.29.14 31  Media Strategy & Messaging Packet Pg. 451 TDC Meeting 5.29.14 32  Media Strategy & Messaging Media Strategy • Increased priority on digital platforms: one click away • Branding with a tactical/promotional focus • Integrated media opportunities: cross-media platforms, many with lead generation guarantees Packet Pg. 452 TDC Meeting 5.29.14 33  Media Strategy & Messaging • Meetings, Conventions • Group, travel trade – including faith-based • Marketing Segments: • Florida and beach centric • Military • Family-oriented, moms • Sports • Atlanta heavy-ups, top U.S. markets, • Canadian, international Florida emphasis • Recreational fishing • Weddings Messaging • Continue to differentiate ourselves from our competitors through our personality: vibrant, unpretentious, inspiring and fun • Dedicate 20% of total media budget to target niche audiences Packet Pg. 453 TDC Meeting 5.29.14 34  Leisure Media Plan Summary Packet Pg. 454 TDC Meeting 5.29.14 35  Campaign Weighting 10% 5% 30% 35% 20% Spring Summer Fall Christmas Snowbirds Packet Pg. 455 TDC Meeting 5.29.14 36  Media Spend Allocations 11% 40% 24% 25% Online Print TV Radio Packet Pg. 456 TDC Meeting 5.29.14 37  Media Tactics by Campaign Fall/Winter Spring/Summer Christmas Snowbirds Packet Pg. 457 TDC Meeting 5.29.14 38  Media Highlights • Cross-media platforms purchased with traditional media guarantees • 16,000 minimum leads • 32,000,000 online impressions • 10,000 clicks to website • 18 media partnerships provide additional online/social presence in addition to traditional media buys • Digital plans offer direct link to Emerald Coast site while generating awareness of the brand through impression volume • 131,000 visits to site at baseline level; 393,000 at baseline + incremental level • Projected total site visitation (including non-media sources) ranges from 343,000 to 1,000,000 depending on media budget • 61,000,000+ online impressions • 93,000,000+ total online impressions (from cross-platform and stand-alone digital buys) Packet Pg. 458 TDC Meeting 5.29.14 39  Media Highlights • Top US markets • Promotional Radio providing 3+:1 ROI • Atlanta TV and Sports • Visit Florida Initiatives: $270,000 investment • Total Plan Impressions: 205,000,000+ Packet Pg. 459 TDC Meeting 5.29.14 40  Media Plan Preview Packet Pg. 460 TDC Meeting 5.29.14 41