Okaloosa County BOCC — August 19, 2014 — reading text

events • Custom email blast to 30,000 opt-ins • Destination Guide Editorial & Online ads • Includes splash page & top banner ad along with link • Customizable online business directory ad Investment & Return: • Cost: $5,000 • Impressions: 168,000 minimum Packet Pg. 597 TDC Meeting 5.29.14 178  Small Market Meetings Rationale: • Part of industry-recognized The Group Travel Leader family of publications/websites • 11,000 planners: association, corporate, government, non-profit, medical, religious and educational meetings Highlights: • 6-month online banner advertising Investment: • Cost: $3,600 • Impressions: 30,000 minimum Packet Pg. 598 TDC Meeting 5.29.14 179  Georgia Society of Association Executives Rationale: • Top feeder market for Emerald Coast • Direct access to important association market Highlights: • 12-month online banner advertising • Prime position located to the right of the featured video on GSAE-TV’s homepage: on-going education/news • Can change banner and URL landing page monthly Investment: • Cost: $2,025 (shared with Groups) • Impressions: TBD Packet Pg. 599 TDC Meeting 5.29.14 180  Society of Association Executives Rationale: • Direct access to meeting planner associations in top meeting destination regions • Planners’ reliance continues to grow on 24/7 internet access – one click away – from destination/site planning details Highlights: • Ongoing advertising: • Florida • Louisiana • Alabama • Georgia • Tallahassee Investment & Return: • Cost: $10,475 • Impressions: TBD Packet Pg. 600 TDC Meeting 5.29.14 181  Traveled to Florida & Went to Beach Southern Living Coastal Living Parents Family Circle FamilyFun EveryDay w/Rachel Ray Better Homes and Gardens More 0 50 100 150 200 250 300 Source: gfkMRI 2013 Doublebase Packet Pg. 601 TDC Meeting 5.29.14 182  Visited Florida Theme Park Southern Living Coastal Living Parents Family Circle FamilyFun EveryDay w/Rachel Ray Better Homes and Gardens More 0 50 100 150 200 250 300 Source: gfkMRI 2013 Doublebase Packet Pg. 602 TDC Meeting 5.29.14 183  Activity on Vacation: Shopping Southern Living Coastal Living Parents Family Circle FamilyFun EveryDay w/Rachel Ray Better Homes and Gardens More 0 50 100 150 200 250 300 Source: gfkMRI 2013 Doublebase Packet Pg. 603 TDC Meeting 5.29.14 184  Activity on Vacation: Fine Dining Southern Living Coastal Living Parents Family Circle FamilyFun EveryDay w/Rachel Ray Better Homes and Gardens More 0 50 100 150 200 250 300 Source: gfkMRI 2013 Doublebase Packet Pg. 604 TDC Meeting 5.29.14 185 STRATEGIC MARKETING PLAN PRESENTATION August 19, 2014 Packet Pg. 605 Packet Pg. 606 2   Packet Pg. 607 Packet Pg. 608 Packet Pg. 609 Packet Pg. 610 Online Banners - One Click Away Packet Pg. 611 Social Packet Pg. 612 Facebook Packet Pg. 613 Festival and Event Support h$ps://www.youtube.com/watch?v=XPT8hrekglE&list=UUIwK9OrHwB-­‐tdCMh6eBAOZA     Packet Pg. 614 Objectives • Drive leisure, group and meeting visitation during the shoulder seasons: • Spring: +40,000 room nights • Fall +25,000 room nights • Leverage the power of Let’s Go #EmeraldCoasting brand Packet Pg. 615 11    Strategies • Communicate year-round messaging • Implement research findings • Promote festivals and special events • Expand social media Packet Pg. 616 12   Target Audience Profile Demographics • Ages 25 – 64 (skewing women) • Annual HH income of $75,000+ (skewing higher) Packet Pg. 617 13   Seasonality Campaigns Booking Window Spring January – March Mid-January – Summer Mid-June Snowbirds Mid-August – November Fall Mid-June – Mid-October 2015 Christmas Mid-August – October Packet Pg. 618 14   Media Markets Primary target audiences will include leisure travelers within a 13-hour-drive radius of the Emerald Coast as well as meeting/group business travelers     Packet Pg. 619 15   Emerging Markets Secondary emerging markets will include:     Packet Pg. 620 16   Marketing Initiatives • Conduct annual consumer research to measure ROI • Enhance groups & meetings section of website to communicate Let’s Go #EmeraldCoasting brand • Generate earned media through public relations • Create social media awareness and engagement through community management and cross-channel campaigns • Develop media strategy & messaging that most effectively reaches the target audience, drives visitation and delivers direct leads Packet Pg. 621 17   Media Strategy & Messaging Media Strategy • Robust co-op plan • Diverse media mix with guaranteed leads Packet Pg. 622 18   Media Tactics by Campaign Fall/Winter Spring/Summer Christmas Snowbirds Packet Pg. 623 19   Media Highlights Traditional Media 16,000 minimum leads 32,000,000 online impressions 10,000 clicks to website Packet Pg. 624 20    Media Highlights Digital Media: 131,000 visits to site 61,000,000+ online impressions 93,000,000+ total online impressions Packet Pg. 625 21    Media Highlights • Visit Florida initiatives: $270,000 • Top US markets • Promotional radio providing 3:1 ROI • Atlanta TV and sports • Total Plan Impressions: 205,000,000+ Packet Pg. 626 22   Measuring Success Ongoing Performance: • Unique visits to website • Social media performance • Bed tax revenue • Visitation • Visitor spending Campaign Performance: • Online metrics (impressions, clicks, click rate, etc.) Packet Pg. 627  Consolidated Strategic Marketing Plan Activity Dollars Promotional Items & Collateral (Trade Shows, Sales Calls, Film, $83,370 Visitor Center, ECCC, & Other) 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/ $1,914,775 Summer, Non-Seasonal/Niche, Groups, 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) $3,322,610 Packet Pg. 628 Thank You Packet Pg. 629  BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: August 19, 2014 TO: Honorable Chairman and Members of the Board FROM: Ed Schroeder SUBJECT: Dissolution of the Environmental Council DEPARTMENT: Tourist Development Department BCC DISTRICT: STATEMENT OF ISSUE: Request approval of a Resolution directing the dissolution of the Okaloosa County