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

one of 19 them, so we'll make sure that you get all four. 20 MR. DIXON: Thank you. 21 MS. CLARKE: Sure. 22 MS. LANDRY: I was going to say thank you for the 23 interruption, because I'm going to tell you -- if you 24 guys don't want me read these tallies to you line by 25 line, so I just wanted to let you know what was there, Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  43 1 and see are there any additional questions of what we 2 talked about so far. Because I can go through these and 3 just hit the highlights. 4 MS. JOYCE: I have one question. 5 CHAIRMAN PETERSON: Yes, Rachel? 6 MS. JOYCE: Let's see. I have a list, just so you 7 know. 8 MS. LANDRY: Okay. 9 MS. JOYCE: Okay. To feed off of what Tuffy was 10 saying, the -- I want to make sure -- so the Destin 11 Fishing Rodeo, that was not something that Peter Mayer 12 did? 13 MS. LANDRY: No -- 14 MS. JOYCE: Saying -- 15 MS. LANDRY: -- the fishing rodeo did that. 16 MS. JOYCE: Okay. It was a great spot, so kind of 17 piggybacking off of that, it would be nice to see 18 something more specific to Fort Walton, more specific to 19 Okaloosa Island. You know, because each of those areas 20 have their own particular niche that will make up, you 21 know, the heart of the Emerald Coast. 22 Okay. That was more of a comment than a question. 23 So going back to the lead generation. I guess, Ed, 24 this might be more a question. You and I have talked 25 about it before. The additional leads that are coming Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  44 1 in, those are going to be specifically handled -- the 2 16,000-some leads specifically handled by the staff; is 3 that correct? 4 MR. SCHROEDER: Yes. 5 MS. JOYCE: Okay. That's a lot of leads, and we 6 don't have a lot of people. So just to know if we have a 7 plan in place to get -- to put the manpower -- especially 8 in our -- counting on us approving the upcoming budget to 9 be able to handle that kind of traffic appropriately. 10 You know, these leads will do us no good if we are 11 not able to follow up on them and get the business. 12 MR. SCHROEDER: I agree. I think we have a plan in 13 place that will take care of it. But if we don't -- if 14 it proves to be overwhelming, then we'll probably go to a 15 plan B. But our current plan is to use our sales team, 16 augmented by some of our administrative staff, and also 17 some interns if we need to, or some volunteers. 18 But primarily, the goal is for your sales team to 19 be out selling, not servicing. And once we get the 20 leads, to a large degree, that becomes servicing. So 21 what our process is, is for the sales leads to go to 22 those people -- kind of prioritize them to where those 23 that can quickly be answered by staff, boom, they're in 24 and they're out. 25 Those that require some more attention, it -- they Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  45 1 could filter their way up to the salesperson, or to me. 2 So, I -- I think our system's going to be okay, but I'll 3 keep you monitored on it. It may change if we get these 4 kind of numbers. 5 CHAIRMAN PETERSON: You think that maybe 6 procedurally, that it would be -- instead of the staff 7 having to divide this up, and think this would be better 8 and make the decisions, that we could send these leads to 9 all the -- the collectors and let them, you know, 10 respond -- 11 MR. SCHROEDER: Yeah. 12 CHAIRMAN PETERSON: -- however they want? 13 MR. SCHROEDER: Our intention is to share every 14 lead we can legally share. There are some comes in from 15 a certain publication or something where they have an 16 agreement that you cannot -- we -- they tell the 17 consumer, we will not be sharing an e-mail address. Go 18 ahead and give us -- you know, we'll -- we'll send 19 information to you. We'll -- we'll post office box mail 20 information. But we're not going to have that e-mail 21 list. 22 CHAIRMAN PETERSON: See, if -- if somebody -- what 23 I'm getting at is, I mean, are we getting -- is -- you 24 know, we have staff sends it to somebody, and they're 25 full for that time and so they don't respond, then we Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  46 1 just lost -- we spent our money and we have to put a head 2 in the bed, you know, because you have somebody else that 3 may. And I'm thinking -- 4 MR. SCHROEDER: Right. 5 CHAIRMAN PETERSON: -- if we put it out to 6 everybody -- 7 MR. SCHROEDER: Right. 8 CHAIRMAN PETERSON: -- then everybody gets a chance 9 to want them, and be nice to them, and get them here. 10 MR. SCHROEDER: Well, we should be doing that right 11 now. 12 CHAIRMAN PETERSON: Well, I hope so. 13 MR. SCHROEDER: And I believe we are. 14 CHAIRMAN PETERSON: Okay. 15 MR. SCHROEDER: So we could be doing more of it, 16 obviously. But with this campaign, the leads are 17 dramatically going up. So you should see a lot more 18 results coming. 19 MS. LANDRY: And if I can add something to that, 20 too. I mean, I know when you're talking about thousands 21 of leads, it still is a manageability potential issue, 22 but you will be coming in lots. You won't get all of 23 them at one point. 24 MS. JOYCE: No, no. Of course not. 25 MS. LANDRY: It will come -- but still, even at Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  47 1 4,000, you know, I -- I'm sure there needs to be a system 2 in place. So I just wanted to let you know it will come 3 timely. 4 MS. JOYCE: Okay. And then the -- the digital 5 plan, I was noticing with the digital plans that were in 6 place, this was not something that we participated in 7 this last year. The Trip Advisor sites, the Yahoo, the 8 Facebook, Google, I mean, these cost-per-visits, the 9 cost-per-clicks, are ranging anywhere from a dollar to 10 over $9 cost-per-click. 11 MS. LANDRY: Uh-huh. 12 MS. JOYCE: Which is a lot. You know, the average 13 is $4 on a cost-per-click basis. That's just a lot of 14 money. I understand with the number of impressions, but 15 was this something that we participated in at all this 16 last year? 17 MS. LANDRY: Yes. 18 MS. JOYCE: Okay. Is there any way that we can 19 see, like, a return on investment from that? 20 MS. LANDRY: I do know that there have been some 21 reports, so what we'll do is amass those, so that these 22 guys can review them, too. I -- I have -- I work with a 23 counterpart who is the senior digital planner, so that's 24 not something that I have locked and loaded on my 25 computer. Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  48 1 MS. CLARKE: And -- 2 MS. LANDRY: We have those. 3 MS. CLARKE: Yeah, and we've shared with the CBB, 4 but we can definitely share that with you. 5 A lot of what we presented in this plan was based 6 on what we learned from the -- from what's running right 7 now. So we can strongly say that we recommend this based 8 on previous performance, and we can definitely share 9 those with you. 10 MS. JOYCE: And with the current -- I mean, you're 11 asking this plan to whip up another $60,000 just on the 12 -- on the digital portion of this plan. So the 13 cost-per-visit, I mean, that's just -- it's just 14 extremely high. I mean, that's not something that I 15 would normally look in investing in for my business, just 16 with the expense, unless the return was significant. 17 So I think that would be something that we would -- 18 we should see, and take a look at. And if we're getting 19 our return of that amount based what we did this last 20 year. 21 MS. LANDRY: Uh-huh. 22 MS. JOYCE: And then my last question. 23 A Southern -- the Southern Weddings publication, 24 where is that distributed? Do you have, like, a list of 25 cities that that goes out to? Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  49 1 MS. LANDRY: I think it's actually by state. 2 MS. JOYCE: Okay. Even better. 3 MS. LANDRY: And they're -- in the larger packet, 4 which I don't know if you have that with you, there are 5 the states listed. Trying to find what page number. 6 Trying to find if I can pull mine up. Michelle's looking 7 at her printed version, and I'm trying to get my digital 8 version up. 9 Is there another question I can answer maybe in the 10 meantime? 11 MS. JOYCE: That was my last question. 12 MS. LANDRY: Okay. Any others I can answer while 13 we're looking for this? 14 MR. GOSSOM: I know you guys have done a great job 15 in terms of the media, diversifying this, different 16 geographic areas, so on so forth. My question would be: 17 If we go into a specific market, are we also diversifying 18 within that market, or are we pretty much advertise -- we 19 pretty much market to the same ethnicity here, same 20 general segment, or are we marketing to a specific thing 21 as we are in this particular market? 22 In other words, if we go in Louisville, is 23 everything in Louisville aimed at the same market? Are 24 you aimed at ethnicities in that market? 25 MS. LANDRY: Well, it -- it would be in the sense Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com  50 1 of the type -- because the specific media that would be 2 in a market would be radio. Everything else would be -- 3 is either print or digital. 4 MR. GOSSOM: Sure. 5 MS. LANDRY: And so the digital, yes. There are 6 things in a different setting. I had mentioned that -- I 7 know I'm telling you a lot. But, yes, the digital would 8 be. And then with radio, we would be targeting, you 9 know, based on the format stations. And so what we're 10 looking at is, what are some of the top-performing 11 stations in those markets. Yeah. 12 MR. GOSSOM: Okay. 13 MS. LANDRY: So -- so