Okaloosa County BOCC — May 15, 2013 — reading text

© 2012 Peter Mayer Advertising © 2012 PETER MAYER 4  PLANNING PARAMETERS OVERVIEW > Situation • Although summer is already the peak travel season, Okaloosa County would still like to maintain top of mind awareness during this time period > Media Objective • Given the seasonality, we will not be highlighting hotel offers, but rather, build and maintain awareness of the market among travel planners © 2012 PETER MAYER 5  PLANNING PARAMETERS FRAMEWORK > Target Audience • Demographics: • Primary: A25-64, HHI $50k+, travelers, interested in beach, fishing, shopping, restaurants and family friendly destinations • Markets: • Emphasis on markets within 8 – 13-hour driving radius of the Emerald Coast • Layer of national targeting for additional reach > Timing • June 17 – August 31 © 2012 PETER MAYER 6  PLANNING PARAMETERS LEVERAGE TRAVEL CONTENT > Tactics: • Build from learning's of Shoulder Season campaign • Utilize the relevancy and visibility of top travel content sites • Employ bid-based keyword search text ads • Layer in hyper-targeting opportunities within the Facebook platform to drive additional brand engagements • Leverage targeted buys to reach audience across relevant content channels © 2012 PETER MAYER 7  MEDIA RECOMMENDATION © 2012 Peter Mayer Advertising © 2012 PETER MAYER 8  MEDIA RECOMMENDATION TRAVEL CONTENT TARGETING > Publisher Mix • RGM Alliance Network • TravelZoo • TripAdvisor/Virtual Tourist > Placement Types • Content, demo, behavioral-targeted banners • Textlinks driving to OKAT-branded page on TravelZoo > Rationale • 11% average reach, 138 average index • Reaches audience that is currently in the travel-planning mindset Source: Comscore © 2012 PETER MAYER 9  MEDIA RECOMMENDATION BEYOND TRAVEL SITES > Publisher Mix • Scripps • Burst Ad Network • Google • Facebook > Placement Types • Search query targeted text ads, aligning with relevant search terms • Facebook tile ads targeted to relevant interests (beach travel, family travel, etc.) • Content-targeted banners > Rationale • 65% average reach, 108 average index • Opportunity to scale reach and build frequency towards a qualified consumer Source: Comscore © 2012 PETER MAYER 10  MEDIA RECOMMENDATION PLAN OVERVIEW Publisher Rationale Spend Impressions Clicks Test? RGM Alliance 13% Reach/Historical $20,400 1,666,667 N/A No Performance TravelZoo 188 Index/Historical $20,000 N/A 20,000 No TripAdvisor/VT 17% Reach/156 $16,000 899,333 N/A No Index/Historical Performance Scripps 20% Reach/132 Index $15,000 1,350,000 N/A Yes Burst Network 99% Reach/Targeting $13,687 4,235,571 N/A Yes Google Search 95% $8,000 N/A 5,333 (est.) No Reach/CPC/Targeting Facebook 75% $4,000 N/A 3,636 (est.) No Reach/CPC/Targeting Media Mind Ad Serving Fees Est. $2,913 N/A N/A N/A GRAND TOTAL $100,000 8,151,571 28,970 N/A Source: Comscore © 2012 PETER MAYER 11  MEDIA RECOMMENDATION KEY PERFORMANCE INDICATORS The following metrics will be continuously tracked for optimization and reporting purposes: > Primary • Landing page activity • Cost per landing page activity • Cost per click • Google, Facebook > Secondary • Click through rate on banners/ads • Social following growth © 2012 PETER MAYER 12  APPENDIX "THE HARRIS RULE" © 2012 Peter Mayer Advertising © 2012 PETER MAYER 13  APPENDIX TARGET MARKETS: DRIVE © 2012 PETER MAYER 14  TOP LINE RECOMMENDATION RGM ALLIANCE • Strong site-side engagement during Shoulder Season campaign • Custom channel built to reach beach travelers; layer of geo-targeting applied to ensure we’re reaching the most relevant audience • Reaches 13% of our target audience Source: Comscore © 2012 PETER MAYER 15  TOP LINE RECOMMENDATION TRAVELZOO Textlinks Across TravelZoo TravelZoo Okaloosa Page • Build off of Spring campaign with Cost-per-Click textlinks that drive to the TravelZoo Emerald Coast page that was built for the Spring campaign • 188 index against target audience Source: Comscore © 2012 PETER MAYER 16  TOP LINE RECOMMENDATION TRIPADVISOR/VIRTUAL TOURIST • TripAdvisor/Virtual Tourist driving strong volume of site-side engagements during Spring Shoulder campaign • Mix of content-targeting and geo-targeting applied to banner rotation • Reaches 17% of our target audience; 156 index Source: Comscore © 2012 PETER MAYER 17  TOP LINE RECOMMENDATION SCRIPPS NETWORK Food/Cooking Home Travel • Banner rotation across content channels that have high reach/index against target audience • Example: Travel Channel, FoodNetwork, HGTV • Geo-targeting layer to ensure we’re reaching the most relevant audience • Reaches 20% of our target audience; 132 index Source: Comscore © 2012 PETER MAYER 18  TOP LINE RECOMMENDATION BURST AD NETWORK Travel Women’s Interest Food/Cooking • Custom content channel of sites to best-reach our family travel planner when she’s consuming content across the web • Geo-targeted to align with target markets • Reaches 99% of our target audience Source: Comscore © 2012 PETER MAYER 19  TOP LINE RECOMMENDATION GOOGLE KEYWORD SEARCH • Reach target as they are leaning in, seeking out travel information • Cost-per-click model minimizes waste • Sample keywords: • Beach vacation rentals • Family beach activities • Beach trip with kids • Reaches 95% of our target audience; 101 index Source: Comscore © 2012 PETER MAYER 20  TOP LINE RECOMMENDATION FACEBOOK ADS • Opportunity to target across geography, age/gender/income, and relevant interests, such as beach travel and traveling with family • Cost-per-click model minimizes waste • Reaches 75% of our target audience; 102 index Source: Comscore © 2012 PETER MAYER 21  APPENDIX BURST SAMPLE SITE LIST © 2012 PETER MAYER 22  Marketing Plan Budget Primary Research $80,000 Website (Strategy, Design, Development & Optimization) $350,000 Leisure Campaign Media $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  BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: May 21, 2013 TO: Honorable Chairman and Members of the Board FROM: Paul Lawson SUBJECT: RFP Inmate Telecommunications Service DEPARTMENT: Corrections BCC DISTRICT: All STATEMENT OF ISSUE: The Okaloosa County Department of Corrections requests authorization to issue a Request for Proposals (RFP) for inmate telecommunications service and to establish a selection committee which will review RFPs and make a recommendation to the Board. BACKGROUND: Florida Model Jail Standards require that inmates be provided reasonable access to telephones and that they be afforded at least 2 hours visitation each week. Telephone services are provided through a contract provider, Securus. Revenue generated by the phone system accrues in the Prisoner Benefit Fund ($72,000 annually) and the General Fund ($309,000 annually). The Prisoner Benefit fund is used to fund 3 positions, (Population Manager, Programming Manager and Commissary Operator) and to provide Religious, Educational and Recreational programs. The current agreement with Securus expires September 30, 2013. The Department of Corrections provides on-site visitation to all inmates each week. New technology now provides for web-based video visitation for inmates and their families, friends and attorneys by locating detention grade video visitation equipment in inmate housing areas. This equipment would enable potential visitors to schedule visits via the internet at times and from locations more convenient to them, and preclude the need for them to come on-site. Adding this feature promises to bring additional revenue to the general fund, to reduce inmate movement inside the facility and the amount of time invested to accommodate on-site visits. We recommend the following county employees serve on the selection committee: Donna Lawler, Systems and Networks; Bob Card, Information Systems Applications; Tammy Matthews and Audie Beadle, Department of Corrections; Jack Allen, Purchasing; and a County Commissioner at the Board's discretion. OPTIONS: Approve/Disapprove. RECOMMENDATIONS: Approval RECOMMENDED BY: APPROVED BY: Ernie Padgett, County Administrator  BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: May 21, 2013 TO: Honorable Chairman and Members of the Board FROM: Elliot Kampert SUBJECT: Approve 2013/14 - 2015/16 Local Housing Assistance Plan and Associated Documents DEPARTMENT: Growth Management BCC DISTRICT: All STATEMENT OF ISSUE: The County and City of Ft Walton Beach must adopt by resolution the Local Housing Assistance Program for Fiscal Years 2013/14-2015/16 in order to qualify for State Housing Initiatives Partnership (SHIP) program funds. BACKGROUND: Part VII of Chapter