Okaloosa County BOCC — March 18, 2013 — Shoulder Season Media Presentation (TO 8) from PMA — reading text

Shoulder Season Campaign March 5, 2013  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 2 Shoulder Season Campaign 3  Shoulder Season Campaign Objectives • Drive new visitation and increase bookings • Post-Spring Break through Memorial Day Strategies • Build and maintain visibility across all steps in the travel planning and booking process • Paid search, travel content and booking/deal sites and Social Media • Utilize social media, public relations and paid media to communicate value messages to drive bookings • Direct consumers to newly developed campaign landing page 4  Shoulder Season Campaign Media Spend, $249,500 • Online Travel Agents, $127,000 • Orbitz, Expedia, Hotels.com, Priceline, Travelzoo, Cheaptickets • Travel Content, $52,545 • TripAdvisor, RGM Alliance Network, Specific Media Network • Search and Social Media, $18,000 • Google search, Facebook, Twitter • Ad Serving Fees, $2,455 • Media Mind • Bill Dance Outdoors, $49,500 5  Measuring Success Performance will be measured by: • Tax revenue • Unique visits to website/campaign landing page • Occupancy, ADR and RevPar (Smith Travel Research) 6