Okaloosa County BOCC — August 2, 2016 — FY17 SMP Q1

FY 2016-17 STRATEGIC MARKETING PLAN TDC – July 21, 2016 BCC – August 2, 2016 Quarterly Plan: Oct – Dec 2016 Drive Markets Primary target audiences will include travelers within a 13-hour-drive radius of the Emerald Coast. 2 Fly Markets Destin-Fort Walton Beach airport now serves 14 markets with direct flights. 3 Target Audience Profile Demographics • Adults • Ages 25 – 64 (skewing women) • Affluent active travelers Mindset/Lifestyle • Traveler – at least 3-night stay • Interested in the beach, fishing, shopping, restaurants and more • Looking for an accessible escape 4 Campaign Audience Profile Fall/Winter: Couples and/or groups without children; Fall Break visitors Christmas: Families and/or couples Snowbird: Retirees from northern climates, including Canada Spring: Couples and/or groups without children; Spring Break visitors Summer: Families Non-Seasonal: Leisure travelers, organized sports Groups: Corporate, leisure, motorcoach, religious, weddings Meetings/Conventions: Corporate, meeting planner, religious 5 Marketing Plan Budget Q1: Oct – Dec 2016 6  Promotional Items & Collateral Annual Budget: $152,400 Representative uses of promotional items and collateral include: • Build and maintain TOP-OF-MIND awareness for sales teams contacts and leads • Convention center CLIENT APPRECIATION • Industry events such as TOURISM WEEK • BRAND RECOGNITION for visitor center, Gulf- to-Table, ecotourism, film commission Items are purchased throughout the year as needed. A specific quarterly plan is not suitable. 7  Local Event Promotional Activities Annual Budget: $5,000 Staff takes part in local events (e.g. Mardi Gras, Smoke on the Coast) to: • ENGAGE WITH VISITORS • Amplify the department’s VISIBLE PRESENCE in the community Staff participates throughout the year as appropriate. A specific quarterly plan is not suitable. 8  Trade Shows Annual Budget: $53,605 (registration only, excludes travel) Sales teams participate in industry trade shows to PROMOTE THE DESTINATION and CULTIVATE RELATIONSHIPS to garner group, convention, and film business. Obtain DIRECT LEADS. Offering trade show co-ops provides an opportunity to work with industry partners to jointly market the destination. Shows planned for Oct – Dec include: Trade Show Estimated County Share Co-op Partner Share Registration Fee Florida Encounters $3,800 $3,800 n/a FSAE Luncheons $25 FSAE Member $25 per attendee $35 per attendee $35 Non-Member Small Market $1,595 $1,595 n/a Meetings Film Florida Quarterly $25 $25 n/a Meeting VisitFlorida Media $1,200 $1,200 n/a Events VisitFlorida Shows $625 $0 n/a 9  Website Development Annual Budget: $133,000 Optimize consumer engagement with websites: EmeraldCoastConventionCenter.com EmeraldCoastFL.com FilmEmeraldCoast.com • Provide NEW AND RELEVANT content, video, blogs and features to engage consumer interest • Enhance FEATURES AND FUNCTIONALITY to maximize the user’s experience • Position consumer ONE CLICK AWAY from desired content Improvements are made throughout the year to keep up with the constantly evolving digital landscape. A specif