Okaloosa County BOCC — May 29, 2014 — Minutes — reading text

of the 24 strategic marketing plan. 25 The language proposed for next year with regard to Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  66 1 the promotional reserve is that "promotional reserve 2 funds may be prorated in accordance with county approval 3 authority, and with concurrence of the TDC chairman. A 4 monthly reconciliation of the use of the promotional 5 reserve funds will be provided to the TDC and the BCC for 6 informational purposes." 7 So those are the parameters for that category for 8 next year. 9 CHAIRMAN PETERSON: Okay, thank you. 10 MS. DUNWORTH: Thank you. 11 MS. CLARKE: And very quickly we'll take you 12 through. We were asked, if you had $600,000 more, what 13 would you spend it -- how would you spend this? How 14 would you get the most bang for your buck? So we'll take 15 you quickly through what -- 16 MR. SCHROEDER: Michelle, can I ask a favor? 17 MS. CLARKE: Sure. 18 MR. SCHROEDER: Could we ask the chairman for a 19 vote on the base marketing plan, and then we'll introduce 20 the incremental budget. 21 MS. CLARKE: Absolutely. 22 MR. SCHROEDER: Would that be all right? 23 CHAIRMAN PETERSON: As I think it was under new 24 business, but if we want to -- 25 MR. SCHROEDER: Oh, you're right. You're right, Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  67 1 yeah. 2 CHAIRMAN PETERSON: But, I mean -- 3 MR. SCHROEDER: You're absolutely right. 4 CHAIRMAN PETERSON: -- I felt the same way whenever 5 Charlotte gave us a synopsis, I felt the same way. But I 6 looked, and we'll get to it. 7 MR. SCHROEDER: My mistake. Fire away. 8 MS. CLARKE: Oh, okay, you want to. Perfect. 9 Well, with that, Sonya can give you a brief overview. 10 MS. LANDRY: As mentioned, for the incremental plan 11 at $600,000, the largest percentage of this, our 12 recommendation is to spend it in search media; Google and 13 Bing specifically. There's a second page that shows that 14 there would be Facebook expenditures. 15 When you glance down at the bottom, the costs are 16 for baseline plus incremental. But one of the things to 17 note about Google and Bing search is that that is one of 18 your most qualified potential conversions. You know, 19 they have the highest likelihood of converting. 20 In fact, what this is from our particular plan is a 21 very low cost-per-site per visitor. One of the questions 22 that Rachel asked, the $2.38 cost per visitor, which is, 23 again, why we're kind of building the incremental to this 24 most efficient tactic. 25 But in talking with our Google reps, studying what Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  68 1 we're doing, we know that there's room to grow our share, 2 our share of voice in this particular area. So that is 3 another reason. And because, once again, if someone is 4 specifically sitting down and searching for terms, you 5 know, "Fort Walton travel", "Destin vacation", it's 6 competitive searches, competitive terms. And then 7 general travel terms "family travel", that kind of thing. 8 So our recommendation is to bolster those 9 particular areas, and that's ultimately what this slide 10 is saying. And it would increase our baseline in terms 11 of almost 400% as far as site visits, and also impression 12 volume. 13 And then the next slide is really just a synopsis 14 on Facebook. Facebook, too, is another very specific 15 labor-targeted opportunity. You know, we can target by 16 enthusiasts. Right now we have a 12 frequency in 17 Facebook against our campaigns; that might sound a little 18 high, but when you consider the number of times that 19 people are on their phones, multiple times a day, 20 checking Facebook, those news feeds, even on desktops, 21 you know, taking this up to a 17 frequency is not 22 outrageous. 23 You know, it's an increase certainly, but there to, 24 that's where we've seen the conversions. It's a very low 25 cost, and we feel comfortable with recommending that Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  69 1 additional frequency. The combination of the base plan 2 and incremental is roughly $21,000. 3 So those two components make up the incremental 4 plan. 5 MS. CLARKE: And this slide just shares the -- it's 6 the exact same marketing budget that we just went over. 7 The only difference is under media campaign where you see 8 now spending 2.5 instead of the 1.9 that you saw earlier. 9 And that is the end of our presentation, unless 10 y'all had any additional questions. 11 CHAIRMAN PETERSON: Any questions? any thoughts? 12 comments? 13 And I think that we need to approve -- or make a 14 motion to recommend this marketing plan. 15 MR. SCHROEDER: Well, it is part -- as you 16 mentioned -- it's part of the budget that goes -- that 17 you'll be asked to endorse. So I don't think you need a 18 separate vote for the marketing plan. It's part of your 19 budget. 20 CHAIRMAN PETERSON: All right. Before we do that, 21 I mean, is whatever -- you know, whatever we vote, or 22 make our recommendation, I want to make sure that we 23 include the timeline that's also included in our package. 24 To me, that's important. 25 I mean, if it's not printed and done at the right Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  70 1 time it's not -- it's useless to us. And so that's very, 2 very important. As far as of the -- getting -- making it 3 work. And y'all know that now. And I appreciate how far 4 you have come. 5 Okay. So what -- we want to go now -- guess we're 6 going to go now to old business. 7 MR. GUIDRY: Old business. 8 CHAIRMAN PETERSON: Okay. We don't have any old 9 business. So that's -- that was me to say that. They 10 put my name. All right, then. I guess if we do -- is 11 this the time that we approve -- we get a motion to 12 recommend approval of the marketing plan? 13 MR. GUIDRY: You going to do them separate, or are 14 you going to do the entire budget? 15 MR. SCHROEDER: I think -- are you in new business 16 now? 17 MR. GUIDRY: New business. 18 CHAIRMAN PETERSON: All right. If we are going to 19 go in new business then, we're going to go to the 20 walkovers. 21 MR. SCHROEDER: Mr. Chairman, if you'll allow us to 22 combine items A and D, both of those are done by Jim 23 Trifilio. And if he can get up, get them out of the way 24 then we can move on to the heart of the matter. 25 CHAIRMAN PETERSON: All right. Let's do that. Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  71 1 Jim, welcome. 2 MR. TRIFILIO: Mr. Chairman, Council Members, two 3 quick items. 4 Okaloosa Island dune walkovers. We spoke about 5 this, I think, in a previous meeting. These are the -- 6 there's about six narrow walkovers, or access points, on 7 Okaloosa Island that currently are simple paths that are 8 cutting through the primary dune system. 9 It's not a good situation, because that increases 10 erosion, particularly during storm events. So what we 11 would like to do, we've convinced the state to costshare 12 with us on this project, 50/50 for the construction of 13 these. We'll also be using public works as the -- the 14 folks that are actually going to do the construction. So 15 we're going to be saving money on that also. 16 So it's a good project, and what we're asking the 17 council's permission for today is to move $160,000 from 18 first penny reserves so that we can use that money for 19 this construction project, and also for some upfront 20 design work that we need to do. 21 MR. GUIDRY: 125 or 160? I'm showing 125 on this 22 page. 23 MR. TRIFILIO: There's -- what we're looking for is 24 the maximum that we're going to be paying from the county 25 for construction will be 109,350. That's what the -- Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  72 1 that's half of what the state will costshare. So that 2 will also be the state's costshare. 3 MR. GUIDRY: Maximum? 4 MR. TRIFILIO: Uh-huh. We also need to provide an 5 additional $37,240, which will be a separate task order 6 for our engineer to do the construction drawings, 7 surveying, and other pre-construction requirements. 8 CHAIRMAN PETERSON: So the total was exactly. 9 MR. TRIFILIO: 160,000. 10 MS. DUNWORTH: That task order came in after we had 11 already done this agenda item. 12 MR. GUIDRY: Okay. So this should be 160? 13 MS. DUNWORTH: Right, right. 14 MR. GUIDRY: No problem. 15 MR. TRIFILIO: And we expect our construction costs 16 to be lower. 17 CHAIRMAN PETERSON: So we're going to really need 18 two motions, right? A motion to accept the grant, and 19 then another motion to transfer the funds? 20 MR. TRIFILIO: I don't know that you need to motion 21 to accept the grant. I think transfer of the funds is 22 what the council's responsibility is. I'll defer to Lynn 23 on that. 24 MS. HOSHIHARA: Right. 25 CHAIRMAN PETERSON: Okay. Just one. Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  73 1 Kelly, do you have something? 2 MR. WINDES: I see where it's transfer from first 3 percentage reserves. I just wanted to make to sure you 4 say the county, but it is the TDC. 5 MR. TRIFILIO: Correct. 6 MR. WINDES: Want to be clear on that. 7 CHAIRMAN PETERSON: And so what we need is a motion 8 to transfer $160,000 from the first penny reserves into 9 the expense account. 10 MR. WINDES: So moved. 11 MR. RIGDON: Second. 12 CHAIRMAN PETERSON: Kelly Windes moves, and Charles 13 Rigdon second. 14 Any further discussion above that? 15 VICE-CHAIRMAN RICE: Mr. Chairman, this was 16 something we voted on, I think, almost a year ago, to 17 have these walkovers worked on. So it's not only good 18 for visitors, it's good for the locals. 19 MR. TRIFILIO: