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

Emerald Coast site, I should say. 7 It's generating awareness and it's -- it's giving 8 impression volume. There's hundreds of thousands, 9 millions of people, that are being exposed to that 10 messaging. 11 Specifically with the baseline plan, there would be 12 roughly 131,000 visits to the plan -- or to your site, I 13 should say. Baseline plus incremental would grow that to 14 almost 400,000; 393. So that's clicks to the site, and 15 then also impressions through seeing banner advertising. 16 As you know, there's so many different ways that 17 people can access your website; advertising is one of 18 them. One way is called organic. You know, I just 19 decided to do a search for Fort Walton. Or maybe through 20 our association with Coastal Living, someone clicks and 21 goes back to your site. That's called referral traffic. 22 So the next bullet point is about all ways that 23 traffic goes to your actual site. These plans will 24 deliver anywhere from 343,000 website visits with the 25 base plan to a million website visits to the base plan. Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  28 1 That's in addition to the next bullet point where we're 2 generating 61 million online banner impressions 3 digitally. And then when you combine the 32 million that 4 I addressed at the top with traditional media and 5 combination with digital, that's how we arrived at 93 6 million plus. 7 So all in all, it really depends on which plan you 8 would decide to opt into. 9 Reaching top U.S. markets, that's through a lot of 10 the national opportunities. Something that you guys 11 asked for, and I'm happy to say has been brought back to 12 the plan, is promotional radio. With your roughly 13 $100,000 investment, you would be getting back over 3 14 times that in media. And that would be in a combination 15 of brand and media spots; there are going be remotes. 16 There are 14 top feeder markets that have bought 17 into this program; this has been pre-negotiated, and so 18 each one of those will be doing remotes; there will be DJ 19 chatter; there is social media; there is online media; 20 there's contesting; there's -- many of them are giving 21 you the opportunity to have video exposure on their 22 websites. 23 So there is a list in your packet, but it comprises 24 all of your top Alabama markets, all of your top 25 Tennessee markets, some Louisiana markets, and a handful Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  29 1 of others. 2 An increased commitment to Visit Florida 3 opportunities. This year, minimally, $270,000 4 investment, and also have a slush fund set aside for 5 additional investments. So, all in all, you know, the 6 traditional side, your prints and radio, in combination 7 with online advertising is bringing a minimum of 205 8 million impressions. 9 Next what we're going to look at are a couple of 10 slides of what I'm just kind of calling your major media 11 outlets; it's certainly not all. That's, you know, in 12 the details. But the first two -- know you guys are very 13 familiar with Southern Living and Coastal Living. These 14 are two of the partners where we, in addition to our 15 print, have some added value in terms of editorial or 16 online. Clearly it's for Southern and Coastal 17 enthusiasts. 18 Specific to national cable, the recommendation is a 19 combination of The Weather Channel and Cooking Channel. 20 Of course, The Weather Channel makes perfect sense, and 21 then the Cooking Channel is a very upscale network. So 22 those two, we have two networks deep. 23 PBS. You guys may be aware of the fact that there 24 are two ongoing PBS purchases; they're half-hour 25 programs, and PBS clearly is a way to reach the upscale Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  30 1 market. But this is also one of the primary tactics in 2 reaching your New Yorks, your Bostons, your Chicagos, you 3 know, some of the top markets. 4 There are two differential types of programs that 5 have been bought into. One is to promote family travel, 6 and the other is for group getaways. In addition to this 7 airing, you guys actually own the half-hour video rights, 8 and so that can be housed on your website for reference 9 for anyone. But I think that's a real standout 10 opportunity. 11 Also for the upscale audience is satellite radio. 12 You heard some of the spots that we were talking about, 13 the SiriusXM. That actually would be multiple weeks 14 throughout the course of the plan. And then that -- also 15 being recommended in the plan is Beach TV. You may also 16 know it as Destination TV. That is in six different 17 regions on the plan, and your primary market of Atlanta 18 and New Orleans. 19 The reason I cite those is because, in addition to 20 this being in-room, hotel room vision opportunities in 21 those two markets, I, as a general consumer, can turn on 22 my tube if I'm sitting in Atlanta, and actually view this 23 television station. So you're reaching an entire market. 24 So it's a combination of Atlanta, New Orleans, and six 25 different beach communities throughout the country. Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  31 1 Bill Dance, I know you guys are familiar with that. 2 We recommend that we renew that partnership. It is a 3 year-long program that is a combination of endorsements. 4 He actually endorses the destination. You can use them 5 in your advertising. It is program segments and also 6 social media. 7 And that airs currently on three national cable 8 network channels: Destination America, NBC Sports, and 9 Outdoor Channel. But he's in negotiation to expand to a 10 fourth channel. I believe it will be a national; that 11 hasn't been announced just yet. 12 Some of the -- what I think are the top standouts 13 for the cross-media opportunities where it's a 14 combination of print and guaranteed clicks to the 15 website, online impressions, that sort of thing, is 16 Better Homes and Gardens, Every Day with Rachel Ray, 17 more, and then Pollinson Media Group, a couple of 18 opportunities. There is an out-of-state marketing 19 component, an instate component, and then America's Best 20 Vacations. 21 Southeast Tourism Society, it, too, is multimedia. 22 And this opportunity is out there 12 months all year 23 round for you guys. Some primary digital partners -- 24 certainly not all -- but these are some of your top 25 performing ones historically. This year in your plans in Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  32 1 terms of the volume of impressions or awareness that has 2 been generated, but then also in relation to clicks and 3 engagement. Yahoo, Google and Trip Advisor. 4 We're also going to be working with some other 5 networks that will give you exposure to local sites, 6 travel sites, and then some contextual opportunities to 7 help us with that military, and sports, and Snowbird 8 niche. 9 Atlanta, very important market. And here are some 10 long-term opportunities. One being sports, Atlanta 11 Braves. I'm currently in negotiations for a radio packet 12 -- package, and what's great about this airing just not 13 only in Atlanta, in your packet is a map where you can 14 see the far-reaching coverage and fan base of the Atlanta 15 Braves. 16 What I think is awesome about this opportunity is 17 that it's a very long season, meaning it will give you 18 coverage for many of your booking windows. It's March 19 through October. 20 Also in Atlanta is a program called Atlanta Eats. 21 It's exactly what you would think it would be. You know, 22 it's about eating in the city. And of course, you know, 23 people who are connoisseurs of food are travelers. This 24 particular program has both a television component and a 25 radio component. Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  33 1 And then additionally for Atlanta, because of its 2 importance, a heavy-up in Atlanta magazine. And then to 3 help reach the important markets of Houston and Dallas, 4 Texas Monthly. Texas -- you know, the Houston and Dallas 5 markets are just very costly markets, as you know. Which 6 makes it somewhat cost prohibitive to go in there with 7 radio, and some of the other opportunities that we've 8 been talking about. 9 In the groups plan, and also in the coop plan is 10 the wedding segment Southern Weddings. Exactly what it 11 would sound like. But an important thing to note here is 12 that they have recently partnered with Southern Living. 13 So it has increased their circulation base. 14 The preeminent The Knot. I mean, that is the 15 bride's go-to. And from what I understand, it's actually 16 the performer for you guys in terms of an advertising 17 vehicle, too. There's a digital presence, and a print 18 presence here. And then Southern Bride. Again, these 19 aren't all of the bridal options, but I think some of 20 what I think are the highlights. Whoops, excuse me. 21 In your coop and group plans, there are, again, 22 niche audiences. First up we see is reunions and D.C. 23 family life. That is for the military market. And then 24 obviously sports. I don't know if you can make out the 25 name of that, but that's sports destination management. Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  34 1 So it's a combination of print and online. 2 And then there's some other partners, too, that 3 would comprise the -- the total sports industry in terms 4 of the leading media outlets. Canadians for Snowbird 5 seasons. I know that's important to you, both on the 6 leisure side, the coop side, and on group side. 7 And then last group of logos are motor coach. But 8 partnering with Canadian Motor Coach Association, 9 American Bus Association, Florida and Alabama Motor Coach 10 Associations. 11 MR. GUIDRY: Coming back to Atlanta Braves thing. 12 MS. LANDRY: Uh-huh. 13 MR. GUIDRY: Was there any consideration given to 14 SEC football? I mean, it just occurs to me the SEC 15 really covers our drive market. 16 MS. LANDRY: It does very well. You're right. 17 MR. GUIDRY: You know, and that radio is really 18 well covered, and -- 19 MS. LANDRY: I