Okaloosa County BOCC — September 6, 2016 — Additional Q1 Marketing Opportunities — agenda request

BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: September 6, 2016 TO: Honorable Chairman and Members of the Board FROM: Ed Schroeder SUBJECT: Additional Q1 Marketing Opportunities DEPARTMENT: Tourist Development Department BCC DISTRICT: 2,4,5 STATEMENT OF ISSUE: Advising the Board of additional media placements for FY17 Q1. BACKGROUND: According to section C.200(4) of the TDD Manual, it is recognized that deviations from the proposed marketing activities identified in the quarterly Strategic Marketing Plan may occur and that the Board will be apprised of changes as they become known. On August 16, the Board approved Romjue Advertising task order 19 for placement of media during October - December 2016 that mirrors what was vetted by the Peter Mayer Agency and approved by the County for the same time period last year. Task order 19 will be revised to reflect the following changes:  Audubon magazine has been discontinued. Instead, Romjue obtained half page placements in Birds & Blooms and National Wildlife magazines to target eco-tourism travelers at the rate approved for Audubon. Additionally, a guaranteed 3,000+ clicks (1,500,000+ impressions) for the accompanying Google Display Network campaign.  Local Palate was placed to continue the momentum of the Gulf-to-Table campaign (launched in Spring 2016) in the Atlanta market ahead of the holiday travel season. Romjue will not charge an agency fee for this placement. Net cost is $6,845, which is comparable to Local Palate placements made by Peter Mayer.  Southern Weddings should be $5,593.75 net (typo).  The Knot amount should be $5,575.00 net (including print component).  Sports Events Media Group should be $1,000.00 net (two placements rather than one per prior year signed insertion order). The Tourist Development Council reviewed and approved the following additional media placements through VisitFlorida at its meeting on August 25. Funding is available in FY17 promotional reserves. Purchase orders will be issued for these placements.  CAA (Canadian Automobile Association) Magazine expands reach into Florida’s primary international market - $7,500 for third page in Nov-Feb Winter 2016 edition plus editorial.  Latin American Vacation Guide is the main sales piece to target the second largest international market to Florida - $5,720 for full page in annual guide plus link to website in digital version.  London Program enables Emerald Coast presence in marketing targeting the third largest international market to Florida - $7,500 for Waterloo station takeover, social, digital,  expedia.co.uk presence during Jan-Mar. (1:1 Visit Florida match results in $15K total value.)  Chicago Magazine continues the Emerald Coast presence after last year’s transit and movie theater campaign - $3,989 for half page in Nov issue plus advertorial and digital version.  AAA Living North magazine continues the Emerald Coast presence after last year’s Chicago transit and movie theater campaign - $9,913 for third page in Jan-Feb edition plus reader service in current and following issues.  Atlanta Magazine continues the momentum of the Gulf-to-Table campaign - $5,325 for full page in Dec issue plus advertorial, digital version, and one event listed in e-newsletter.  VisitFlorida.com Fishing Gateway website ad to market the “World’s Luckiest Fishing Village” - $1,800 for Oct-Dec.  MyWedding.com and MarthaStewartWeddings.com customized microsites and banners to target affluent brides - $3,995 for Oct-Mar.  FloridaMeetings.com sponsored ad on homepage - $1,400 for Oct-Dec.  Prevue magazine targets national and Canadian meeting planners - $5,400 for half page in 2017 issue plus advertorial, banner ad, and digital version. OPTIONS: N/A - for informati