Okaloosa County BOCC — February 21, 2017 — Romjue - TO 24

Okaloosa County Airports Marketing Proposal Task Order #24 February 21, 2017  Okaloosa County Airports BCC Approved Budget for Promotional Activities for FY17 Total Allocation under Task Order #24: $300,000 •It is our intent to allocate the funds listed for each media type. However, it may be necessary to shift funds to a different media type based on changing market needs and demands.  Summary Media Dollars Television/Cable $85,000 Print/Newspaper/online $25,000 Magazines $12,000 Radio $15,000 Outdoor $80,000 Online/Websites $30,000 Social Media $13,000 Creative Design $10,000 Pre-roll Online TV $30,000 Total Media $300,000  Television/Cable Highlights: • Purchase television schedule to include .30 and 5 second ads • Reach large numbers of people in short period of time Rationale: • Okaloosa County: Center of television Pensacola-Mobile- Panama City DMA • Crucial to advertise in both markets • Cable offers new opportunities to pinpoint specific audiences Investment : • Cost: $85,000  Print/Newspaper Highlights: • Reach large number of people in Okaloosa County and surrounding counties • Easy to change message to meet market changes Rationale: • Weekly visibility to local community • One daily edition reaches 45% of market Investment: • Cost: $25,000  Magazines Highlights: • Great color and quality in ads • Reach local audience with important information they can refer back to Rationale: • Use Publications that cater to audience whose editorial content specializes in topics of interest Investment: • Cost: $12,000  Radio Highlights: • Stations provide wide coverage across the Emerald Coast and north into Alabama • On-air personalities have been in the area for years and are known and recognized by community Rationale: • Vast array of radio program formats offer efficient target to demographic • Allows for speed, flexibility and immediacy to convey message Investment: • Cost: $15,000  Outdoor Highlights: • Static and digital billboards Rationale: • Unsurpassed in ability to supply long-lasting impressions, coverage, reach and frequency 24/7 • Digitals boards can be changed daily to convey changing messages such as airline fare sales Investment: • Cost: $80,000  Online Media/Websites Highlights: • SEM (Search Engine Marketing)reaches people at exact moment they are searching a topic. Effective in driving sales and leads • Banner advertising engages potential customers with compelling online ads hand selected to reach target audience. • Maintain, host and update the 3 airport websites as well as mobile website and App for VPS. Rationale: • Delivers high ROI in many geographies. • Deliver ads locally and in direct flight markets to increase passengers inbound and outbound. Investment: • Cost: $30,000  Social Media Highlights: • Management of daily Facebook, Twitter posts, monthly blog and mass email distribution. Rationale: • Social networking makes it possible to establish relationships, convey messages and build trust online • Main website will gain traffic from conversations through social networking websites, discussions, groups, and blog comments • Search engine optimization is increased through number back links to website and/or blog Investment: • Cost: $13,000  Creative Design Highlights: • Create award winning ads for print and broadcast • Create consistency in branding Rationale: • Compelling ads sell and persuade intended target audience • Builds brand recognition, strong identity and good reputation (This relates to creative design done by 3rd party vendors. Romjue Advertising’s creative will be billed