Okaloosa County BOCC — August 19, 2014 — reading text

• Florida: recently re-organized and is managed by ABA Highlights: • Florida: 12-month banner advertising in FMA Bus Bulletin and online travel directory • Alabama: FP4C in annual directory and QP4C in Spring newsletter Investment & Return: • Cost: $3,150 • Impressions: 40,550 minimum Packet Pg. 580 TDC Meeting 5.29.14 161  Red Hot Celebrations Rationale: • The travel trade’s event connection • Mission is to be a one-stop shop for tour operators looking to add value to their itineraries by including special events • Database, e-newsletter and website platforms Highlights: • DMO package includes listing of up to three events as part of Red Hot Celebrations’ website and planner e- blast • 2x customized, geo-targeted e-newsletters – 100% SOV Investment & Return: • Cost: $1,250 • Impressions: 30,500 minimum Packet Pg. 581 TDC Meeting 5.29.14 162  Religious Groups Plan Packet Pg. 582 TDC Meeting 5.29.14 163  Christian Meetings & Conventions Association Rationale: • Official newsletter of the Christian Meetings & Conventions Association Highlights: • Circulation: 1,200 • HP4C: in each quarterly issue within FY • Winter (January), Spring (April), Summer (August) Investment & Return: • Cost: $1,200 • Impressions: 3,600 minimum Packet Pg. 583 TDC Meeting 5.29.14 164  Religious Travel Directory Rationale: • Part of Premier Travel Media – network of over 130,000 planners • Integrated print and digital products and site profile summaries Highlights: • 12-month online banner advertising • Religious site inspection: site profile with multiple images, links back to Emerald Coast site Investment & Return: • Cost: $2,290 • Impressions: 48,000 minimum Packet Pg. 584 TDC Meeting 5.29.14 165  Going On Faith Rationale: • Part of industry recognized The Group Travel Leader family of publications/websites • Strong voice of faith-based travel • Over 7,000 qualified travel planners for churches and religious organizations Highlights: • 12-month online banner advertising Investment: • Cost: $3,600 • Impressions: 60,000 minimum Packet Pg. 585 TDC Meeting 5.29.14 166  Meetings & Conventions Plan Packet Pg. 586 TDC Meeting 5.29.14 167  Trade Lead Generation Plan Packet Pg. 587 TDC Meeting 5.29.14 168  Meetings Focus Rationale: • ECCC/CVB supplies criteria • Project becomes turnkey • Delivered higher-qualified lead base Highlights: • Prospect calling/lead generation by industry reps • Daily and weekly reports – all calls recorded/verified • Have been provided leads this FY Investment & Return: • Cost: $6,500 • 90 hours of calls • Estimated room nights provided/various conversions applied to estimate ROI Packet Pg. 588 TDC Meeting 5.29.14 169  Integrated Hospitality Sales Solutions Rationale: • Industry experience of 30+ years • Marketing professionals who contract with DMOs and hotels primarily to grow qualified leads and overall revenue base Highlights: • Call center and digital contact strategies • Agreed-upon criteria including market segments and call script • 1,000 multi-contact leads Investment & Return: • Cost: $15,000 and booking commission of 10.5% • Estimated conversion rate of 20% - $1,000,000 room night bookings Packet Pg. 589 TDC Meeting 5.29.14 170  CVENT Convention Center listed under Supplier Network, driving to Diamond Listing Rationale: • Premier hub for meeting planners, serving as a portal for global destination and accommodation information • Suggested ad placement sold on a cost per lead basis Highlights: • 2-Diamond Listing, with opportunity to refresh content and images • Suggested ad lead-generating listing Investment & Return: • Cost: $5,802 • $1,000 allocated to Suggested Ads, with 15 guaranteed leads Packet Pg. 590 TDC Meeting 5.29.14 171  CVENT, cont’d • Suggested ads reach meeting planners when they are in the RFP submission process, comparing venues and locations • Ads show only next to other venues that are similar to the Emerald Coast Convention Center in terms of size, location and rating. This ensures relevancy based on meeting planner’s searches, research and RFP parameters • Suggested ads ensure qualified leads on a low risk pricing model Packet Pg. 591 TDC Meeting 5.29.14 172  LinkedIn Rationale: • Hyper targeted option for reaching meeting planners when they are networking, seeking out professional information, and, in general, in the career/work-mindset • Compliments CVENT buy, reaching 48% of the CVENT audience • National coverage at low-risk CPC pricing model Highlights: • Image + Text ads targeted to: • Meeting Planners, based on job title • Meeting Grops/Association members (PCMA Global Meetings, MPI, etc.) • Option to test Lead Gen overlay, driving to ECC Linked In page Investment & Return: • Cost: $11,962 • Estimated Clicks: 2,991 Packet Pg. 592 TDC Meeting 5.29.14 173  Google and Bing-Yahoo Search Rationale: • Reaches planners across multiple specialties as they actively seek out information related to market, venue, etc. • Places Emerald Coast Convention Center front and center to a qualified audience Highlights: • Text ads targeted to relevant keywords across general meeting planning and branded terms • We recommend focusing the budget on branded terms based on initial FY14 performance (sample terms: Destin conference center, convention center Destin Florida) • We would recommend opening targeting to national audience • CPC price structure minimizes waste • Enabling Google’s conversion-focused optimization tool further minimizes waste • Consider enabling re-messaging within Google network, reaching site visitors who did not request RFP info Investment & Return: • Cost: $6,811 • Majority of budget to be allocated to Google based on general usage • Estimated Clicks: 2.7k+ Packet Pg. 593 TDC Meeting 5.29.14 174  Google and Bing-Yahoo Search, cont’d Sample Google Search Result Sample Bing-Yahoo Search Result Packet Pg. 594 TDC Meeting 5.29.14 175  Corporate/Association/ Government Plan Packet Pg. 595 TDC Meeting 5.29.14 176  Collinson Media Rationale: • Comprehensive meeting planner platform, including events • Ad package encompasses Corporate/Association, Religious, Sports meeting planners • Strong lead generation partner • Discounts on marketplace events ($700 off each event) Highlights: • 3x HP4C in each publication: Connect, Collaborate, Rejuvenate with 6 HP of matching editorial • 4x insider series video sponsorship: includes pre-roll video, interview, e-blast, SM pushes • Inclusion of sales kit in meeting planner bags • 220 guaranteed leads Investment & Return: • Cost: $60,200 • Impressions: 374,500 minimum Packet Pg. 596 TDC Meeting 5.29.14 177  Plan Your Meetings Rationale: • Reaches multiple types of planners: Corporate, Association, SMERF, Incentive Travel • Full year digital package also includes lead generation Highlights: • FP4C: Digital PYM magazine – 12 months • 3x weekly deals and highlights • 2x PYM live