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

notes. 10 MR. GOSSOM: Where is it? 11 MR. SCHROEDER: It's tab 5. Page 87, actually, is 12 where she is right now. 13 MR. GOSSOM: Great, great. Thanks, Ed. 14 MS. CLARKE: Perfect. 15 MR. SCHROEDER: Thanks, Michelle. 16 MS. CLARKE: Absolutely. It looks like everybody 17 has it open. 18 So what I'm going to take you through again is just 19 the campaign that's out there right now, and then what 20 we'll be running with the media that we're about to share 21 with you for next fiscal year. 22 So these are some of the print ads out there. You 23 see it captures the vibrancy, the fun, the excitement of 24 your area. So we're highlighting fishing, and beaches, 25 and the -- these are some of our leisure ads. The next Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  13 1 highlights promote shopping, and the activities there are 2 to see and do. 3 The next slide takes you -- this is some of our 4 group and meeting ads specifically. So the one on the 5 left is actually a group -- a group ad and then the one 6 on the right is directed at motor coach. And then if you 7 flip, that's another -- another meeting ad is, you know, 8 "Emerald Coasting is a paradise for planners", and then 9 the one on the right is one of our wedding ads. "Emerald 10 Coasting is sugar-white weddings". 11 And then this is just a sample of some of the 12 online banners that kind of mimic the print ads I just 13 took you through that are out there online right now. 14 And then I'm going to play radio spot for you. You heard 15 one of the spring ones last meeting, and this is the 16 summer one. 17 (A segment of a radio ad was played as follows: 18 "Pirate ships and dolphin cruises; marine shows; 19 zipline adventures; fresh sea food at fun family 20 restaurants. There is so much to do on Florida's Emerald 21 Coast this summer. Plus, one big reason to do nothing on 22 24 miles of sugar white sand beaches. Destin, Fort 23 Walton Beach, Okaloosa Island; the heart of Florida's 24 Emerald Coast. Get a little sand in your soul this 25 summer. Start planning at emeraldcoastfl.com." Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  14 1 MS. CLARKE: So this radio ad is out there. It is 2 on our XM -- XM radio, and as Thom had mentioned a few 3 times ago that he had -- he had heard it. But it is 4 still out there, and will be running through this year. 5 And then you'll see in our plan for next year, we want to 6 continue to do that. 7 Now, our social. Our social is -- has a great 8 presence out there. We're excited to announce that we 9 hit over 3,000 Twitter followers, and then we also just 10 hit 300 Instagram followers. And as you recall, we just 11 launched Instagram, so it's a great number to already 12 reach. And we're seeing a lot of trends with our 13 #Emerald Coasting, and thank you to all of you who, in 14 your businesses, have been using it as well. 15 Then this just kind of takes you through and shows 16 you what our Facebook page is looking like right now. 17 You can see we've over -- actually, this is an older 18 screenshot because we have over 453,000 followers right 19 now, so we -- we continue to increase that and engage 20 with our consumers daily. 21 And then, exciting what we have to share with you, 22 is the new television spot. You have not seen this yet. 23 It is to go live this week. This was shot two weeks ago 24 -- well, excuse me, about three weeks ago here. And this 25 is the first of two spots. We only have the first spot Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  15 1 ready; it's focused on families. The second spot we will 2 show you guys at the next TDC meeting focuses on couples 3 and a little more about the shorter season. 4 But with that we will -- we will play the new 5 family spot for you. 6 (A segment of a television ad was played as 7 follows: 8 "Hey, America! Let's go Emerald Coasting. Destin, 9 Fort Walton Beach, Okaloosa Island. The heart and soul 10 of Emerald Coast. Come get a little sand in your soul." 11 MS. CLARKE: So this is actually up on our YouTube 12 site, if you wanted to look at it again. And then you 13 also will actually receive it again today. There's an 14 Emerald Coast post that goes out after this meeting, so 15 that will be the first headline that you can click 16 through, watch it as many times as you like. 17 We'd encourage you guys to push it out through your 18 own social channels as well. You can hopefully see that 19 it mimics the whole campaign that we're going with in 20 terms of highlighting all of the great assets, not only 21 the beach, but all the activities and things there are to 22 see and do outside of the beach, too. 23 So we really wanted to highlight that, really 24 emphasize that #Emerald Coast thing, and we hope you guys 25 -- we hope you like it as much as we do. Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  16 1 Now, the next spot that I'm going to show you is 2 actually for Destin Fishing Rodeo. We have partnered 3 with them, and their spot is running nationally as well. 4 And this is just a look at what -- what's out there right 5 now. 6 (A portion of a video was played as follows: 7 "It's tradition since 1948. The Destin Fishing 8 Rodeo attracts thousands of anglers and spectators every 9 October to its 31-day tournament. Located on the harbor 10 behind AJ's Seafood and Oyster Bar in Destin, Florida, 11 participants in the adults, seniors, ladies, and junior 12 divisions can test their luck daily for prizes at the 13 official weigh-in station. 14 "Everyone is welcome at the rodeo, and tournament 15 entry is free to all anglers fishing on registered 16 vessels. You can hop on a party boat, charter a boat, 17 fish from shore, or register your own personal vessel. 18 Free fishing poles and certificates awarded to all junior 19 anglers. 20 "Tens of thousands of visitors travel to Destin 21 each year from all over the United States and beyond to 22 try to reel in the big one in our world famous rodeo. 23 Even if you don't fish, Destin's beautiful beaches, 24 world-class accommodations, great food, shopping and 25 souvenirs are sure to make your visit an unforgettable Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  17 1 experience. 2 "Come visit us this October, and see why they call 3 Destin the World's Luckiest Fishing Village." 4 MS. CLARKE: So again, this is out there right now 5 as well on national television. So this spot, along with 6 our spot, is furthering your message. You're really 7 getting a great national reach right now. 8 So that's a little bit of the creative that's going 9 to be running. That is actually out there now, but then 10 also we are recommending to run it for next year as well. 11 So I'll take you through now -- now kind of switching 12 gears a little bit we're going to talk about all of the 13 media strategy and planning that we've done for next 14 fiscal year, so starting October 1. 15 So just to take you through the highlight of this; 16 the objectives, what are we trying to achieve. So we are 17 really ultimately trying to drive leisure group and 18 meeting visitation here. Drive heads in beds. And 19 maintain topic line awareness, especially during our peak 20 seasons. And then of course we want to leverage our -- 21 our new rant, "Let's Go Emerald Coasting". 22 The ways in which we're going to do that, we're 23 going to communicate year-round messaging. So hopefully 24 you read through some of that. You can see that we have 25 a great robust media schedule that will take us Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  18 1 throughout the whole year. We want to utilize research. 2 We're working right now with the Hot Center. At the next 3 TDC meeting in June we're supposed to get our first 4 report, so we will definitely be sharing that with you 5 all. But continue to get that research, and make sure 6 that we're getting our eye on -- on what our investment 7 is. 8 And then you continue to utilize festivals and 9 events. Make sure to drive people here, and it helps 10 repeat visitation as well. And then continue to embrace 11 social media. Keep growing that audience and engaging 12 with those consumers. So our target audience profile -- 13 this is actually the same audience profile that we're 14 targeting right now. 15 So we're targeting ages 25 to 64, skews a little 16 bit women, knowing that they are primarily the -- the 17 decision makers and the vacation planners in the 18 household, in terms of vacation. And then the household 19 income is 75,000 plus. So in the mindset, of course, is 20 that interested in beach, fishing, shopping, restaurants, 21 everything that your destination has to offer. 22 And then seasonality. I won't take you line by 23 line through this, but this is actually great feedback 24 that we received. It's slightly tweaked. It's feedback 25 that we received by many of you, as well as many of your Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  19 1 partners. So this seasonality just kind of helps show 2 the booking window, when the actual impact period is, and 3 then who we're trying to reach. 4 So you can see that we actually have campaigns that 5 target spring, summer, snowbirds, fall, and then 6 Christmas 2015. 7 These are some of our media markets. You can see 8 that the majority are within the 13-hour drive radius. I 9 will mention that there are two that are not on this map 10 that we did include later on, and that is Memphis and 11 Tampa. So in addition to everything you see here, those 12 were two that are added as well from feedback that we 13 received. 14 MS. JOYCE: Michelle, I'm sorry. 15 MS. CLARKE: Yeah. 16 MS. JOYCE: I have a question going back to that. 17 MS. CLARKE: Yes? 18 MS. JOYCE: So the objective was driving leisure 19 group and meetings -- 20 MS. CLARKE: Uh-huh. 21 MS. JOYCE: -- during these off seasons. Where are 22 you -- in the seasonality, where are you fitting in the 23 groups and