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Okaloosa County BOCC — Apr 25, 2013 — 2013 - 2014 Strategic Marketing Plan Draft — reading text
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network online, with
nearly 100 million current active users
• Conversations revolve around the beaches, countdowns to
vacations in the area and activities visitors partake in
• Shoulder Season Campaigns
• Engage audience with reasons to believe that it’s a great
time to visit
• Utilize Instagram as a way to communicate experiences
through photo contests
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Key Initiatives
• A Very Emerald Christmas
• Reintroduce YouTube channel to utilize videos to support
message
• Create Pinterest board and contests to focus on holidays
• Summer
• Leverage large crowds with live social content, including
videos, Vine clips and any other new technology to show
fun and maintain top-of-mind awareness
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Measuring Success
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Measuring Success
Performance will be measured by:
• Campaign Performance
• Develop a reporting system that will track bookings
• Track and report additional online metrics (impressions,
clicks, click rate, etc.)
• Ongoing Performance
• Unique visits to website/campaign landing page
• Tax revenue
• Occupancy, ADR and RevPAR
• Visitation
• Visitor Spending
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Marketing Plan Budget
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Marketing Plan Budget
Research $55,200
Leisure Campaign
Fall Shoulder Season Campaign (September – October) $200,000
A Very Emerald Christmas Campaign (November – December) $525,000
Snowbird Campaign (January – February) $130,000
Spring Shoulder Season Campaign (March – May) $200,000
Summer Campaign (Memorial Day – Labor Day) $100,000
Bounceback Advertising & Promotion $25,000
Groups, Meetings & Conventions Campaign $200,000
Branding $300,000
Collateral, Campaign Production & Visitors Guide $400,000
Base Services/Travel Reimbursement $465,000
Total $2,600,000
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