Okaloosa County BOCC — August 19, 2014 — reading text

Southern Living Rationale: • Enthusiastic travelers • High propensity for travel to Florida: 163 Target Index • Nearly 40% of circulation is within driving distance of Emerald Coast Highlights: • Circulation: 2,075,000 • AL, AR, LA, OK, MO, FL, GA, TN, TX, VA, DC, DE, NJ, NY, PA, KY, WV, IL, IN, MI, OH, WI • HP4C: January and March 2015 • National Reader Service Listing – leads Investment & Return: • Cost: $90,262 • Impressions: 4,150,000 minimum (4,400,000 Leisure, Co-op) Packet Pg. 480 TDC Meeting 5.29.14 61  Spring Family Travel Southeast Rationale: • Multimedia platform offering print and online components • Online and social media exposure • Southeast editions of national female-targeted magazines Highlights: • HP4C: February and March 2015, Visit South • AL, FL, GA, LA, MS, TN, TX, OH • 350-word advertorial promoted via Facebook, Pinterest, Twitter and Google+ • Lead generation through online sweeps registration Investment & Return: • Cost: $27,115 • Impressions: 1,000,000 minimum Packet Pg. 481 TDC Meeting 5.29.14 62  Florida Summer Family Getaway Rationale: • Multimedia platform offering print and online components • Guaranteed online impressions/website click-throughs • Southeast editions of national female-targeted magazines Highlights: • HP4C: June/July 2015 • AL, GA, LA, TN, TX, KY, NC, SC • 2,500 guaranteed minimum clicks • Lead generation through online sweeps registration Investment & Return: • Cost: $13,950 • Impressions: 300,000 minimum Packet Pg. 482 TDC Meeting 5.29.14 63  Collinson Media & Events Rationale: • Multi-media platform offering print and online components • Guaranteed online impressions / website click-throughs • Strong lead generation partner Highlights: • HP4C Visit Florida: OOS Newspaper Insert – Oct 14, 2014 • FP4C Visit Florida: OOS Newspaper Insert – Feb 15, 2015 • FP4C Visit Florida: ABV Newspaper Insert – Apr 15, 2015 • Atlanta e-blast: timing and quantity TBD • 24,000,000 digital impressions • 12,000 leads • 1,500,000 print impressions Investment & Return: • Cost: $70,000 • Impressions: 25,530,000 minimum Packet Pg. 483 TDC Meeting 5.29.14 64  Escape to the Southeast Rationale: • Southeast Tourism Society multimedia components • Provides annual coverage to a 12-state region, print and digital • Lead generation program Highlights: • FP4C: January 2015 Escape to the SE Travel Guide • 3,000-word web content with three sub-pages, 12 photos/hyperlinks, content video page • Unlimited calendar event page • E-newsletter spotlight • Facebook and Twitter links Investment & Return: • Cost: $3,400 • Impressions: 250,000 minimum (digital inclusion in Co-op) Packet Pg. 484 TDC Meeting 5.29.14 65  Texas Monthly Rationale: • High BDI overlay in award-winning editorial environment • 60% of subscribers are within Houston and Dallas/FW regions • Active and affluent travelers to Florida: 124 Index Highlights: • HP4C: March, May, August 2015 • Spring and Fall Travel Planner issues include RRC • May is Visit Florida edition, which includes advertorial and digital exposure Investment & Return: • Cost: $27,984 • Impressions: 919,053 minimum Packet Pg. 485 TDC Meeting 5.29.14 66  Atlanta Magazine Rationale: • Provides additional frequency in highest BDI market • 70% of audience plan to visit Florida within the next 12 months • Highest subscribers of any Atlanta periodical, including many national magazines, for reaching affluent zips Highlights: • HP4C: December 2014, March and September 2015 • Placement in all Visit Florida editions • Includes 200-word advertorial and digital exposure Investment & Return: • Cost: $8,067 • Impressions: 202,155 minimum Packet Pg. 486 TDC Meeting 5.29.14 67  Digital Leisure Packet Pg. 487 TDC Meeting 5.29.14 68  TripAdvisor Rationale: • Premier destination/travel research and review site • Ads would reach travelers when they are in booking consideration mode • 161 index, 13% reach against general Emerald Coast target Highlights: • Travel Sponsorship • Banner impression ownership across Destin/Ft. Walton travel hub • Module (see screenshot) allows for direct click to ECFL site, social sites, etc. This module can also be used for co-op • Competitive market targeting • Florida state sponsorship, allowing for banner rotation across Florida destination pages Investment & Return: • Cost: $79,000 • Impressions: 5.3M+ • Projected Site Visits: 19K Source: comScore Packet Pg. 488 TDC Meeting 5.29.14 69  Centro Rocketfuel Rationale: • Historical site-side conversion driver • Reaches 61% of general Emerald Coast traveler, 112 index Highlights: • Behavioral and geo-targeted banners across Rocketfuel network of sites • Focus on Spring, Fall and Snowbird seasons Investment & Return: • Cost: $107,000 • Impressions: 15M+ • Projected Site Visits: 13K+ Source: comScore Packet Pg. 489 TDC Meeting 5.29.14 70  Yahoo! Rationale: • Historical site-side conversion driver • 113 index, 100% reach against general Emerald Coast target Sample of Sites in Yahoo! Network Highlights: • Travel Channel rotation across relevant content • Behavioral and demo-targeted banners, refined for each campaign • Travel search retargeting • Tablet banners Investment & Return: • Cost: $130,000 • Impressions: 21M+ • Projected Site Visits: 14K+ Source: comScore Packet Pg. 490 TDC Meeting 5.29.14 71  Sizmek Rationale: • Trading desk platform that allows for real-time impression bidding and optimization • Opportunity to scale across sites that reach our target audience • System optimizes to conversion • Bid on the right impression, to reach the right person at the right time Highlights: • Data-informed mix of standard banner, pre-roll and mobile aligns with consumer media consumption and content creation patterns • Program built on targeting from industry-leading data providers: • Peer39 – contextual targeting (Arts & Entertainment, Shopping, Food & Beverage and Travel) • Lotame and eXelate MasterCard used to target travel purchase intenders • Test buy to start as part of Spring campaign, with earmarked budget for subsequent campaigns Investment & Return: • Cost: $60,000 • Impressions: 19M+ • Projected Site Visits: 6.6K Packet Pg. 491 TDC Meeting 5.29.14 72  Sizmek Sample sites: Packet Pg. 492 TDC Meeting 5.29.14 73  Google and Bing Search Rationale: • Opportunity to drive travel researchers directly to EmeraldCoasting.com, with opportunity to scale • CPC price structure minimizes risk • Built-in option to auto-optimize to keywords driving the highest volume of conversions • 83% of the general Emerald Coast target utilizes Google search; 46% utilizes Bing Highlights: • Target market geo-targeted text ads related to the following keyword categories: • Brand – “Destin,” “Destin Vacations”, “Ft. Walton Beach rentals” • Competitive – “Pensacola,” “Panama City Hotels” • General Travel – “vacation ideas,” “getaway destinations” • Campaign-specific Travel – “family summer vacation,” “spring getaway ideas”, “snowbird offers” •