Okaloosa County BOCC — August 19, 2014 — reading text

Ads targeted to search keywords as well as content keywords Investment & Return: • Cost: $151,737 • Est. site visits: 65K+ Source: comScore Packet Pg. 493 TDC Meeting 5.29.14 74  Google Re-messaging Rationale: Banner on YouTube.com • Re-messaging is a proven means of bringing back non-converting visitors, allowing the brand another opportunity to influence a conversion • Google offers re-messaging at a low CPC price structure • Banners run across Google Display Network, reaching 98% of Emerald Coast general target Highlights: • Banners targeted to site visitors that did not take action beyond viewing the initial landing page Samples of Sites in Google Display Network. Investment & Return: • Cost: $1,838 • Est. site visits: 1,528 Source: comScore Packet Pg. 494 TDC Meeting 5.29.14 75  Facebook Rationale: • Facebook’s third-party data partnerships allow us to layer in a wide variety of targeting options, creating opportunities to customize for each campaign • CPC pricing minimizes risk of wasted impressions • Historically efficient site traffic driver Highlights: • Tile ads and News feed ads targeted to Spring, Summer, Fall, Holiday and Snowbirds Investment & Return: • Cost: $15,898 • Est. site visits: 11K+ Source: comScore Packet Pg. 495 TDC Meeting 5.29.14 76  Digital Leisure: Baseline Plan Recap Well-rounded plan with a mix of marquee and workhorse placements Site Placements Spend Impressions Projected Cost per Site Visits Visit TripAdvisor Destination and $79,000 5,263,157 19,272 $4.10 Competition Targeted Banners Yahoo! BT/Geo-targeting, $130,000 21,035,012 14,188 $9.16 Search Retargeting Sizmek Real Time Bidding $60,000 19,130,435 6,584 $9.11 Partner Centro-Rocletfuel BT/Geo-targeting $107,000 15,220,485 13,620 $7.86 Google & Bing/Yahoo Campaign-Specific and $151,737 n/a 65,137 $2.33 General Keyword- triggered Search Ads Facebook Geo-and Behaviorally $15,898 n/a 11,188 $1.42 Targeted Tile Ads Google Display Re-messaging Banners $1,838 n/a 1,528 $1.20 Sizmek Ad Serving Fees $6,120 n/a n/a n/a Total $553,900 61,199,089 131,893 $4.14 Packet Pg. 496 TDC Meeting 5.29.14 77  Integrated Marketing Co-op Media Plan Packet Pg. 497 TDC Meeting 5.29.14 78  Coastal Living Rationale: • High propensity for travel to Florida: 154 Target Index • Active travelers, especially to Florida – beach, boating, cultural events and outdoor activities • 1/3 of circulation within driving distance of Emerald Coast Highlights: • Circulation: 469,323 (east of the Mississippi) • AL, MS, GA, FL, WI, IL, KY, TN, IN, MI, OH, WV, VA, NC, SC, PA, DE, MD, DC, NY, NJ, CT, RI, MA, NH, ME, MA, VT • FP4C: Visit Florida February and April 2015 • Bonus advertorial, RRC and leads, mini co-op in March & May 2015 issues, online edition with links, e-newsletters Investment & Return: • Emerald Coast cost: $20,000 per insertion • Cost per two partners: $2,000 per insertion • Impressions: 938,646 minimum Packet Pg. 498 TDC Meeting 5.29.14 79  Coastal Living Digital Rationale: • Complements print buy Highlights: • Banner rotation throughout CoastalLiving.com with emphasis on Travel Channel • ROS ad units 300x250, 728x90 • Up to two months flighting • Timing TBD, but likely between Feb’15 and June ‘16 (depending on final timing, we may or may not have to shift budget to following fiscal) Investment & Return: • Emerald Coast cost: $5,000 • Cost per six partners: $833 • Impressions: 1,000,000 total (500k for Emerald Coast) Packet Pg. 499 TDC Meeting 5.29.14 80  Southern Living, Digital Rationale: • Relevant beach content alignment • Complements print proposal Highlights: • 100% SOV of Florida’s Best Beaches editorial package – October and November ’14 • Homepage roadblocks • Run of Site media • Enewsletter Sponsorships Investment & Return: • Emerald Coast cost: $25,000 • Cost per twelve partners: $2,083 • Impressions: Est. 1,250,000 total (625k for Emerald Coast) Packet Pg. 500 TDC Meeting 5.29.14 81  Collinson Media & Events Rationale: • Multimedia platform offering print and online components • Guaranteed online impressions/website click-thrus • Strong lead generation partner Highlights: • FP4C: Visit Florida In-State Newspaper insert – June 14, 2015 • 500,000 print impressions • 8,000,000 online impressions • 4,000 guaranteed leads Investment & Return: • Emerald Coast cost: $19,400 • Cost per four partners: $1,400 • Impressions: 8,500,000 minimum Packet Pg. 501 TDC Meeting 5.29.14 82  Collinson Media & Events, Digital Rationale: • Guaranteed online impressions / website click-thrus • Strong lead generation partner Highlights: • Visit Florida Online Banner Network • 1,000,000 impressions • Standard banner rotation • Visit Florida Pre-Roll Banner Network • :30 video ad • :00-:10 destination • :11-:25 co-op partner • :25-:30 VF brand • Estimated 5k clicks Investment & Return: • Emerald Coast cost: $20,000 • Cost per ten partners: $2,000 • Impressions: 2,500,000 minimum Packet Pg. 502 TDC Meeting 5.29.14 83  Fall Travel to Southeast Rationale: • Multi-media platform offering print and online components • Guaranteed online impressions / website click-thrus • Southeast editions of national female-targeted magazines Highlights: • 2/3P4C: September 2015 • AL, GA, LA, TN, TX, MS, KY • 7,500 guaranteed minimum clicks Investment & Return: • Emerald Coast cost: $10,995 • Cost per two partners: $1,000 • Impressions: 187,300 minimum Packet Pg. 503 TDC Meeting 5.29.14 84  Escape to the Southeast Rationale: • Southeast Tourism Society multimedia components • Provides annual coverage to 12-state region, print and digital • Lead generation program Highlights: • 3000 word web content with 3 sub-pages, 12 photos/hyperlinks, content video page • Unlimited calendar event page • E-newsletter spotlight • Facebook and Twitter links Investment & Return: • Emerald Coast cost: $1,300 • Cost per six partners: $217 • Impressions: 250,000 minimum (print inclusion in Leisure) Packet Pg. 504 TDC Meeting 5.29.14 85  Integrated Marketing – Atlanta Heavy-up Co-op Media Plan Packet Pg. 505 TDC Meeting 5.29.14 86  Atlanta Eats Rationale: • Multimedia platform aimed at high-income Atlantans • Program airs on Saturdays and Sundays • Provides contests and long-form content opportunities Highlights: • Content and promotion for eight weeks in-market on TV and radio • Television: 4-minute segment and :30 spots • Radio: 6-minute interview segment and :30 spots • Social media posts: Facebook, Twitter, Instagram • Blog content and additional online exposure Investment & Return: • Emerald Coast cost: $12,500 • Cost per nine partners: $1,389 • Impressions: 1,768,345 minimum Requires prize package of $2,000 and accommodations for TV/Radio crew for Emerald Coast/partners