Okaloosa County BOCC — August 19, 2014 — reading text

Promotional Reserve funds may be appropriated in accordance with County approval authority and with concurrence of the TDC Chairman. A monthly reconciliation of the use of promotional reserve funds will be provided to the TDC and BCC for informational purposes. Packet Pg. 567 TDC Meeting 5.29.14  Incremental Digital Spend, +600K Packet Pg. 568 TDC Meeting 5.29.14 149  Google and Bing Search: Increased Budget Rationale: • Projected cost per site visitor is $2.30, representing the third lowest cost per on the plan • According to Google, there is room to scale based on search impression share • Search impression share = Advertiser’s estimated share of search network impressions, based on total impression pool and advertiser’s presence within that network Highlights: • Plus up presence across Brand, Competitive and General Travel categories, as these have shown the greatest opportunity to scale • Spend to achieve 60-80% share of voice from Spring to Holiday, ensuring adequate coverage against highly competitive, highly relevant terms • Maintain baseline presence for campaign-specific terms • 400% increase in projected site visits from an audience that is actively seeking out related travel/beach information Investment & Return: • Cost: $742,525 (+389% from baseline) • Est. site visits: 322K+ (+396% from baseline) Packet Pg. 569 TDC Meeting 5.29.14 150  Facebook: Increased Budget Rationale: • Facebook has the second to lowest projected cost per visitation • Baseline plan built on average frequency of 12x per user, per campaign • Baseline + increased budget allows for average frequency of 17x per user, per campaign • 17x frequency allows for strong coverage against Facebook-happy general target audience • Average usage days per visitor, per month: 13 • Average # of months in each campaign: 4 • Average total usage days per campaign: 52 Highlights: • Tile ads and newsfeed ads targeted to Spring, Summer, Fall, Holiday and Snowbirds • Opportunity to utilize a portion of the budget to promote relevant, timely page posts Investment & Return: • Cost: $21,168 (33% from baseline) • Est. site visits: 14K+ (31% from baseline) Source: comScore Packet Pg. 570 TDC Meeting 5.29.14 151  Digital Leisure: Baseline + Incremental Recap Focused budget additions result in impressive increase in site visits: Spend +108% - Visits up 198%, Cost per Visit down 30% 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-Rocketfuel BT/Geo -targeting $107,000 15,220,485 13,620 $7.86 Google & Bing/Yahoo Campaign-specific and $742,525 n/a 322,936 $2.30 General Keyword- triggered Search Ads Facebook Geo and Behaviorally $21,168 n/a 14,687 $1.44 Targeted Tile Ads Google Display Re-messaging Banners $2,756 n/a 2,292 $1.20 Sizmek Ad Serving Fees $6,065 n/a n/a n/a Total $1,148,513 205,149,089 393,578 $2.90 Packet Pg. 571 TDC Meeting 5.29.14 152  Baseline vs. Baseline + Incremental Impact on Visitation Baseline budget, full fiscal year Est. Site Visits - Total, from Digital Media Only 131,893 Site Visits - Display 66,757 Site Visits - Search 65,137 Historical % of Site Visits from Display 21% Historical % of Site Visits from Search 18% Est. % of Site Visits from Search + Display 39% Est. Total Site Visits 342,580 Baseline budget + incremental budget, full fiscal year Est. Site Visits - Total, from Digital Media only 393,578 Site Visits - Display 70,642 Site Visits - Search 322,936 Historical % of Site Visits from Display 21% Historical % of Site Visits from Search 18% Est. % of Site Visits from Search + Display 39% Est. Total Site Visits 1,022,281 Source: Google Analytics Packet Pg. 572 TDC Meeting 5.29.14 153  Consolidated Strategic Marketing Plan (option 2) Activity Dollars Promotional Items & Collateral (Trade Shows, Sales Calls, Film, Visitor Center, ECCC, & Other) $83,370 Local Event Promotional Activities $4,700 Trade Show Fees $65,655 Advertising Agency (Base Services & Travel) $465,000 Advertising Agency (Media Planning & Purchasing) $100,000 Website Development & Maintenance $82,500 Familiarization Tours, Press Visits $70,400 Media Campaign (Fall/Winter, Christmas, Snowbird, Spring/Summer, Non-Seasonal/Niche, Groups, $2,511,750 Meetings/Conventions) Campaign Production $200,000 Special Events (Application Funding & Direct Advertising) $225,000 Airport, Welcome Center, & Publication Advertising $11,210 Promotional Reserve $100,000 Grand Total Promotional Activities (-548xxx accounts) $3,919,585 Packet Pg. 573 TDC Meeting 5.29.14  Appendix Packet Pg. 574 TDC Meeting 5.29.14 155  Group Travel Plan Packet Pg. 575 TDC Meeting 5.29.14 156  Group Travel Leader Rationale: • Industry recognized The Group Travel Leader family of publications/websites • 20,000 travel buyers and industry professionals Highlights: • 6-month online banner advertising Investment & Return: • Cost: $3,600 • Impressions: 30,000 minimum Packet Pg. 576 TDC Meeting 5.29.14 157  Group Travel Directory, Reunions Workbook Rationale: • Part of Premier Travel Media – network of over 130,000 planners • Integrated print and digital products and site profile summaries Highlights: • 12-months online banner advertising – Group Travel Directory • Reunions Market Site InSpection: site profile with multiple images, links back to Emerald Coast site Investment & Return: • Cost: $2,290 • Impressions: 182,400 minimum Packet Pg. 577 TDC Meeting 5.29.14 158  Bus Tours/Motor Coach Plan Packet Pg. 578 TDC Meeting 5.29.14 159  American Bus Association Rationale: • Tour and motorcoach planners and operators association • Polled preference for obtaining destination advertising information: 64% went to website based on advertising Highlights: • Largest customer segments: mature adults (A65+), student groups and adult groups 45-54 years of age • 15,500 average unique visitors per month • 12-month online banner advertising Investment & Return: • Cost: $6,000 • Impressions: 186,000 minimum Packet Pg. 579 TDC Meeting 5.29.14 160  Florida and Alabama Motor Coach Associations Rationale: • Direct access to top feeder market group travel associations • Members are responsible for planning and operations