Okaloosa County BOCC — November 5, 2013 — Romjue Advertising Internal Coordination_Task Order No. 14_Broadcast Calendar — reading text

CONTRACT & LEASE INTERNAL COORDINATION SHEET Contract/Lease Number:_C12-2006-AP Tracking Number: Contractor/Lessee Name: Romjue Advertising & Company Grant Funded: YES __-§ NO__ Purpose Approve TO#14 Date/Term: 1. BX] GREATER THAN $50,000 Amount: NTE $200,000.00 2. L] GREATER THAN $25,000 Department: Airport VPS 3. [-] $25,000 OR LESS Dept. Monitor Name: Sunil Harman Document has been reviewed and includes any attachments or exhibits. Purchasing Review Date: [2 ‘ [O-;h Purchasing Director or designee Risk Management Review Approved as written: Risk Manager or designee e County Attorn — Approved as written: Date: County Attorney LZ telovn Okaloosa County approval: Contract & Grant Document has been received: Date: Contracts & Grants Manager TASK ORDER APPROVAL FORM CONTRACT #: C12-2006-AP TASK ORDER #: 14 TASK ORDER AMOUNT: NTE $200,000.00 This Task Order includes an Okaloosa County Airports Marketing Proposal dated December 17#h, 2013. OFFERED BY CONSULTANT: Romjue Advertising and Company FIRM'’S NAME Trudy Romjue REPRSENTATIVE’S PRINTEDANAME Le Nar SIGNATURE (/ J President SZ.€A45 TITLE RECOMMENDED FOR APPROVAL (Department Director) / J Soy Arun Wi 9; reckon of (\veonstt TITLE ‘ (94-13 DATE COUNTY ADMINISTRATOR (if applicable) DATE DATE APPROVED BY OKALOOSA COUNTY (Per Purchasing Manual) e $25,000 or less approved by Purchasing Director e Between $25,001 and $50,000 approved by Purchasing Director and County Administrator approved by the Board. PURCHASING DIRECTOR [2 10-1} DATE CHAIRMAN (if applicable) DATE NORTHWEST \, Okaloosa County Airports [ie :} Marketing Proposal Sd ioe REGIONAL AIRPORT ALOOSA COUNTY 8 Task Order #14 December 17, 2013 ecting Customers to Your Brand ROMJUS ss NG CO. « Okaloosa County Airports Budget for Promotional Activities Promotional Activities at VPS: $300,000 Promotional Activities at Bob Sikes: $7,400 Total: $307,400 Total Allocation under Task Order #14: $200,000 elt 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. *lf necessary, funds allocated under Task Order 14 may need to be used to complete payment of Task Orders 9 through 13. Summary Television/Cable $50,000 Print/Newspaper $25,000 Magazines $25,000 Radio $25,000 Outdoor $15,000 Online $30,000 Social Media $8,000 Creative Design $10,000 Community Partnerships $12,000 Total Media $200,000 Television/Cable Highlights: ¢ Purchase television schedule to include 30 and 5 second ads e Reach large numbers of people in short period of time Rationale: ¢ Okaloosa County: Center of television Pensacola-Mobile- Panama City DMA e Crucial to advertise in both markets ¢ Cable offers new opportunities to pinpoint specific audiences Investment : ¢ Cost: $50,000 Print/Newspaper Highlights: e Reach large number of people in Okaloosa County and Surrounding areas e 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: $25,000 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:$25,000 2 Outdoor Highlights: e 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: $15,000 Online Media Highlights: ¢ SEM (Search Engine Marketing)reaches people at exact moment they are searching a topic e Effective in driving sales and leads ¢ Banner advertising engages potential customers with compelling online ads hand selected to reach target audience 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 and monthly blog 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 e Search engine optimization is increased through number back links to website and/or blog Investment: ° Cost: $8,000 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 Investment: ° Cost: $10,000 Community Partnerships Highlights: ¢ Community opportunities help promote and attract increased awareness of the Northwest Florida Regional Airport to both local and out of state attendees Rationale: e Airport will ensure maximum exposure and branding prior to and at event Investment: Cost: $12,000 RAB Member Response cK 2 O1 5 Hotline: 800.232.3131 Web: www.rab.com — Email: askrao@rab.com .J : id men) 2013 January January January M T W Th EF. 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