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

Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) 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. 15 Packet Pg. 45  1.f.a Local Event Promotional Activities Annual Budget: $5,000 Staff takes part in local events (e.g. Mardi Gras, Smoke of the Coast) to: • ENGAGE WITH VISITORS Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) • Amplify the department’s VISIBLE PRESENCE in the community Staff participates throughout the year as appropriate. 16 Packet Pg. 46  1.f.a 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 and convention business. Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) Obtain DIRECT LEADS. Offering trade show co-ops provides an opportunity to work with industry partners to jointly market the destination. 17 Packet Pg. 47  1.f.a Website Development Annual Budget: $133,000 Optimize consumer engagement with websites: EmeraldCoastConventionCenter.com EmeraldCoastFL.com FilmEmeraldCoast.com Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) • 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. 18 Packet Pg. 48  1.f.a Public Relations Annual Budget: $95,000 Brand awareness and image is promoted to specific target audiences through FAM TOURS, ROAD SHOWS, AND SALES MISSIONS to garner leisure, group, and convention business. Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) Generate EARNED MEDIA and create SOCIAL MEDIA AWARENESS AND ENGAGEMENT 19 Packet Pg. 49  1.f.a Fall/Winter Campaign Annual Budget: $1,011,000 Booking Window: Mid-June to Mid-October Impact Period: Mid-August to Thanksgiving Target Audience: Couples and/or groups without children; Fall Break visitors Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) Offering media co-ops provides an opportunity to work with industry partners to jointly market the destination. 3% 2% Print 20% Digital 30% TV Radio 45% Other 20 Packet Pg. 50  1.f.a Christmas Campaign Annual Budget: $168,500 Booking Window: Mid-August to October Impact Period: Thanksgiving to New Year Target Audience: Families and/or couples Offering media co-ops provides an opportunity to Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) work with industry partners to jointly market the destination. 3% 2% Print 20% Digital 30% TV Radio 45% Other 21 Packet Pg. 51  1.f.a Snowbird Campaign Annual Budget: $337,000 Booking Window: Mid-August to January Impact Period: December to March Target Audience: Retirees from northern climates, including Canada Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) Offering media co-ops provides an opportunity to work with industry partners to jointly market the destination. 3% 2% Print 20% Digital 30% TV Radio 45% Other 22 Packet Pg. 52  1.f.a Spring Campaign Annual Budget: $1,011,000 Booking Window: January to March Impact Period: Post-Spring Break to Pre-Memorial Day Target Audience: Couples and/or groups without children; Spring Break visitors Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) Offering media co-ops provides an opportunity to work with industry partners to jointly market the destination. 3% 2% Print 20% Digital 30% TV Radio 45% Other 23 Packet Pg. 53  1.f.a Summer Campaign Annual Budget: $337,000 Booking Window: Mid-January to Mid-June Impact Period: Memorial Day to Mid-August Target Audience: Families Offering media co-ops provides an opportunity to Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) work with industry partners to jointly market the destination. 3% 2% Print 20% Digital 30% TV Radio 45% Other 24 Packet Pg. 54  1.f.a Non-Seasonal Campaign Annual Budget: $268,500 Booking Window: Year-Round Impact Period: Year-Round Target Audience: Leisure travelers, organized sports Offering media co-ops provides an opportunity to Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) work with industry partners to jointly market the destination. Print 20% Digital 11% TV 69% Radio Other 25 Packet Pg. 55  1.f.a Groups Campaign Annual Budget: $168,500 Booking Window: Year-Round Impact Period: Year-Round Target Audience: Various Offering media co-ops provides an opportunity to Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) work with industry partners to jointly market the destination. Print Digital 40% TV 60% Radio Other 26 Packet Pg. 56  1.f.a Meetings/Conventions Campaign Annual Budget: $168,500 Booking Window: Year-Round Impact Period: Year-Round Target Audience: Various Offering media co-ops provides an opportunity to Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) work with industry partners to jointly market the destination. Print Digital 41% TV 59% Radio Other 27 Packet Pg. 57  1.f.a Campaign Production Annual Budget: $500,000 Representative campaign production activities include: • Development of CREATIVE ASSETS that define Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) a campaign (e.g. images, colors, fonts, messaging) • Production of ADVERTISING RESOURCES (e.g. photoshoot, tv/radio ad) Activities are performed throughout the year as needed. 28 Packet Pg. 58  1.f.a Local Event Marketing Funding Annual Budget: $472,188 The goal of this program is to increase OUT-OF- MARKET AWARENESS and LODGING OCCUPANCY, especially during the non-summer season. Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) Annual funding is based on event applications received by the deadline, along with a contingency amount for new, previously unfunded events. 29 Packet Pg. 59  1.f.a Advertising Annual Budget: $16,705 The visitors center and convention center both have partnerships with VisitFlorida and listings in various publications and directories not tied to a particular marketing campaign. Examples include: