Okaloosa County BOCC — January 8, 2013 — PMA Final Stub Year Marketing Plan — reading text

transparent leader of the TDD • Communicate TDD initiatives including beach re-nourishment efforts • Work with local media to secure positive stories on TDD accomplishments 38  Local Communications Plan Target Audience • Permanent residents of Okaloosa County Key media outlets • WEAR-TV • WALA-TV • WKRG-TV • The Destin Log • Northwest Florida Daily News • WFTW-AM • WNWF-AM 39  Local Communications Plan Speaker Circuit • Schedule Dan O’Byrne to speak at community stakeholder luncheons and meetings Establish regular media opportunities • TV broadcast partner to establish a recurring TDD minute • Print partner to establish a recurring TDD column • Radio partner to establish a recurring TDD minute 40  Local Communications Plan Proactively pitch stories • Economic impact of TDD and Convention Center • Local businesses benefitting from increased tourism Leverage public improvement projects • Create press releases and visuals that showcase TDD’s involvement in public improvement projects • Create coverage opportunities by keeping press updated 41 Ongoing Social Media 42  Overview Objectives • Utilize social channels to reach current Okaloosa County visitors, future visitors and the local community • Provide a unique, two-way communication channel to call fans to action Strategies • Generate awareness about Okaloosa County’s Emerald Coast as a tourist destination • Drive consideration by educating fans about the Emerald Coast • Encourage preference by engaging key online influencers in conversation 43  Channels Fans/Followers URL Network (As of 1/4/12) Facebook www.facebook.com/FloridasEmeraldCoast 444K Twitter twitter.com/EmeraldCoastFLA 1.9K Pinterest pinterest.com/emeraldcoastfla/ 147 Instagram TBD N/A 44  Content Planned Content • Created in advance of publishing • Enables Social Media presences to engage a targeted audience • Written on a calendar and can be reviewed before implementation Live Content • Created in real time as news, trends, conversations and comments arises • Timely and relevant • Responses to Facebook comments, retweeting Twitter content and creating new content in response to trends 45  Content Categories Category Percentage Justification Leveraging past creative, this content shows the vibrant lifestyle that is a Lifestyle hallmark of the Emerald Coast. Text and rich media posts will allow Life on the Emerald Coast 40% communities to experience the beaches and lifestyle of Okaloosa County from wherever they are. Attractions & Amenities This category encompasses tourism sights and services in the Okaloosa Lodgings, shops and 30% area. From lodgings, shops, activities and local eateries, this category eateries educates fans about the value of amenities in Okaloosa County. Okaloosa County boasts year-round community events for the public to Events 20% enjoy. This category syndicates local happenings and encourages the Social Public happenings Media communities to share and take part. Okaloosa’s Social Media pages will share the most compelling news stories News relevant to the Emerald Coast as a tourist destination. This can include 10% Travel articles & accolades write-ups from travel bloggers, contests vying for top travel destinations and any other local coverage relevant to travel and leisure. 46  Key Initiatives Shoulder season campaign (March – May) • Drive awareness and visitation Summer Social Media engagement (June – August) • Form relationships with summer visitors to drive shoulder season visitation Instagram launch • Fastest growing image social network online • Post image updates and curate user-generated content Twitter growth • Twitter is the here-and-now network • Find the right daily conversations to proactively engage in Influencer outreach • Begin curating list of influencers on Social Media • Develop tactics to engage and incentivize 47 Measuring Success 48  Measuring Success Performance will be measured by: • Unique visits to website/campaign landing page • Tax revenue • Occupancy, ADR and RevPar (Smith Travel Research) 49 Marketing Plan Budget 50  Marketing Plan Budget Primary Research $80,000 Website (Strategy, Design, Development & Optimization) $350,000 Leisure Campaign/VISIT FLORIDA Partnership $500,000 Group, Meeting & Convention Campaign $250,000 Collateral/Campaign Production $300,000 A Very Emerald Christmas Production/Contingency $345,000 Base Services/Travel Reimbursement $375,000 Total $2,200,000 Budget $2,200,000 51