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

Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) • Welcome Center displays • VisitFlorida DMO Partnership • VisitFlorida Small Business Partnership • Publication & Directory listings Renewals are made throughout the year as needed. 30 Packet Pg. 60  1.f.a Promotional Reserves Annual Budget: $300,000 Appropriated in accordance with County approval authority and with concurrence of the TDC Chairman. Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) A monthly reconciliation of the use of promotional reserve funds will be provided to the TDC and BCC for informational purposes. 31 Packet Pg. 61  1.f.a Allegiant Air Paid Media Services Annual Budget: $1,775,148 Appropriated in accordance with approved media plan and contract terms. Attachment: I. f. FY17 SMP Annual (5943 : FY17 SMP (Charlotte Dunworth)) 32 Packet Pg. 62  1.g Tourist Development Council Meeting: 07/21/16 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Update Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 5944) DOC ID: 5944 FY17 Q1 SMP (Charlotte Dunworth) Updated: 7/19/2016 3:59 PM by Aida Wilkinson Page 1 Packet Pg. 63  1.g.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 Quarterly Strategic Marketing Plan: Oct – Dec 2016 STATEMENT OF ISSUE: Request approval of the FY 2016-17 Quarterly Strategic Marketing Plan for October – December 2016. Attachment: I. g. FY17 SMP Q1 (5944 : FY17 Q1 SMP (Charlotte Dunworth)) BACKGROUND: Specific media details are not included in the annual Strategic Marketing Plan (SMP) 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. However, quarterly SMP’s will provide media spend by campaign and media type, as well as details regarding specific activities such as trade shows, public relations, and co-op programs – ultimately increasing transparency and information provided to the Council and Board for review and approval. Peter Mayer’s media placement responsibilities terminate on September 30. Due to in-house marketing position vacancies for most of the current year, a media plan has not yet been developed for FY 2017. Staff is proposing to place media during October - December 2016 (and possibly January – March 2017) that mirrors what was vetted by Peter Mayer and approved by the County for the same time period(s) last year. OPTIONS: Approve or Deny RECOMMENDATION TO BCC: Approve the following: 1) FY 2016-17 Quarterly Strategic Marketing Plan for October – December 2016 2) Placement of media during October - December 2016 that mirrors what was vetted by Peter Mayer and approved by the County for the same time period last year. Packet Pg. 64  1.g.a Attachment: I. g. FY17 SMP Q1 (5944 : FY17 Q1 SMP (Charlotte Dunworth)) FY 2016-17 STRATEGIC MARKETING PLAN TDC – July 21, 2016 BCC – August 2, 2016 Quarterly Plan: Oct – Dec 2016 Packet Pg. 65  1.g.a Drive Markets Primary target audiences will include travelers within a 13-hour-drive radius of the Emerald Coast. Attachment: I. g. FY17 SMP Q1 (5944 : FY17 Q1 SMP (Charlotte Dunworth)) 2 Packet Pg. 66  1.g.a Fly Markets Destin-Fort Walton Beach airport now serves 14 markets with direct flights. Attachment: I. g. FY17 SMP Q1 (5944 : FY17 Q1 SMP (Charlotte Dunworth)) 3 Packet Pg. 67  1.g.a Target Audience Profile Demographics • Adults Attachment: I. g. FY17 SMP Q1 (5944 : FY17 Q1 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 4 Packet Pg. 68  1.g.a Campaign Audience Profile Fall/Winter: Couples and/or groups without children; Fall Break visitors Attachment: I. g. FY17 SMP Q1 (5944 : FY17 Q1 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 5 Packet Pg. 69  Marketing Plan Budget Q1: Oct – Dec 2016 6 1.g.a Packet Pg. 70 Attachment: I. g. FY17 SMP Q1 (5944 : FY17 Q1 SMP (Charlotte Dunworth))  1.g.a 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 Attachment: I. g. FY17 SMP Q1 (5944 : FY17 Q1 SMP (Charlotte Dunworth)) • 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 Packet Pg. 71  1.g.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. g. FY17 SMP Q1 (5944 : FY17 Q1 SMP (Charlotte Dunworth)) • Amplify the department’s VISIBLE PRESENCE in the community Staff participates throughout the year as appropriate. A specific quarterly plan is not suitable. 8 Packet Pg. 72  1.g.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. g. FY17 SMP Q1 (5944 : FY17 Q1 SMP (Charlotte Dunworth)) 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 Packet Pg. 73  1.g.a Website Development Annual Budget: $133,000 Optimize consumer engagement with websites: EmeraldCoastConventionCenter.com EmeraldCoastFL.com FilmEmeraldCoast.com Attachment: I. g. FY17 SMP Q1 (5944 : FY17 Q1 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. A specific quarterly plan is not suitable. 10 Packet Pg. 74  1.g.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. g. FY17 SMP Q1 (5944 : FY17 Q1 SMP (Charlotte