Okaloosa County BOCC — July 21, 2016 — Agenda Packet — reading text

FL 32548 Category: Update Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 5943) DOC ID: 5943 FY17 SMP (Charlotte Dunworth) Updated: 7/19/2016 3:57 PM by Aida Wilkinson Page 1 Packet Pg. 29  1.f.a TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: July 21, 2016 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director Charlotte Dunworth, Finance, Administration, & Compliance Manager SUBJECT: FY 2016-17 Annual Strategic Marketing Plan STATEMENT OF ISSUE: Request approval of the FY 2016-17 Annual Strategic Marketing Plan. BACKGROUND: Pursuant to section C.200 of the TDD Manual, an annual Strategic Marketing Plan Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) (SMP) setting forth the proposed marketing activities and expenditures shall be presented to the Council for review and recommendation along with the proposed annual budget. Expenses classified as “promotional activities” according to the uniform chart of accounts are budgeted at $6.97M for FY 2016- 17. The high-level SMP allocation of funds among budget categories (e.g. promotional items, trade shows, media campaigns) was presented at the May 23 meeting as part of the proposed budget discussion. The annual SMP document encompasses all seasons and activities, and identifies the types of promotional activities that fall into each budget category. Unlike prior years, specific media details are not included due to the dynamic nature of the marketing world and the challenges and constraints posed by including specific media details so far in advance of actual media placement. OPTIONS: Approve or Deny RECOMMENDATION TO BCC: Approve the FY 2016-17 Annual Strategic Marketing Plan as presented. Packet Pg. 30  1.f.a Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) FY 2016-17 STRATEGIC MARKETING PLAN TDC – July 21, 2016 BCC – August 2, 2016 Annual Plan: Oct 2016 – Sep 2017 Packet Pg. 31  Objective, Strategies & Tactics 2 1.f.a Packet Pg. 32 Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth))  1.f.a Objectives • Drive leisure, group and meeting visitation during the shoulder seasons Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) • Maintain top-of-mind awareness during peak seasons • Leverage awareness of #EmeraldCoasting brand • Maximize impact of media spend 3 Packet Pg. 33  1.f.a Strategies • Communicate year-round messaging while focusing on driving business during the Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) shoulder seasons • Utilize research to motivate consumers to select Emerald Coast as their vacation destination • Utilize festivals and special events to drive trial and repeat visitation • Continue to embrace social media as an essential component of the communications plan 4 Packet Pg. 34  1.f.a Campaign Strategy Fall 5% Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) 5% Christmas 7% 29% Snowbird 10% Spring Summer 5% Non-Seasonal 10% 29% Groups Mtgs/Conventions 5 Packet Pg. 35  25% 2% 7% Media Strategy 44% 22% TV Other Radio Print Digital 6 1.f.a Packet Pg. 36 Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth))  1.f.a Tactics • Target consumers with a combination of TRADITIONAL and ONLINE marketing Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) • Communicate the brand through NICHE MEDIA including weddings, groups, meetings, signature events, Gulf-to-Table and ecotourism • Offer bed-tax collectors COOPERATIVE media opportunities designed to broaden awareness and deliver qualified leads • Collaborate with VISIT FLORIDA to maximize impact of media spend • Position the consumer as ONE CLICK AWAY from our website and potential bookings 7 Packet Pg. 37  1.f.a Drive Markets Primary target audiences will include travelers within a 13-hour-drive radius of the Emerald Coast. Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) 8 Packet Pg. 38  1.f.a Fly Markets Destin-Fort Walton Beach airport now serves 14 markets with direct flights. Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) 9 Packet Pg. 39  1.f.a Target Audience Profile Demographics • Adults Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) • 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 10 Packet Pg. 40  1.f.a Target Audience Profile Fall/Winter: Couples and/or groups without children; Fall Break visitors Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) 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 11 Packet Pg. 41  1.f.a Measuring Success Ongoing Performance: • Bed tax revenue • Unique visits to the website Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) • Social media performance • Visitation • Visitor spending Campaign Performance: • Tracking and reporting online metrics (impressions, clicks, click rate, etc.) 12 Packet Pg. 42  Marketing Plan Budget 13 1.f.a Packet Pg. 43 Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth))  1.f.a Marketing Plan Budget Activity Annual Budget Promotional Items & Collateral $152,400 Local Event Promotional Activities $5,000 Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) Trade Show Fees $53,605 Website Development & Maintenance $133,000 Public Relations $95,000 Fall/Winter Campaign $1,011,000 Christmas Campaign $168,500 Snowbird Campaign $337,000 Spring/Summer Campaign $1,348,000 Non-Seasonal Campaign $268,500 Groups & Conventions Campaign $337,000 Campaign Production $500,000 Local Event Marketing Funding $472,188 Partnerships & Listings $16,705 Promotional Reserves $300,000 Allegiant Air Paid Media Services $1,775,148 Grand Total $6,973,046 14 Packet Pg. 44  1.f.a Promotional Items & Collateral Annual Budget: $152,400 Representative uses of promotional items and collateral include: • Build and maintain TOP-OF-MIND awareness