Okaloosa County BOCC — January 6, 2015 — TO 148 Revised - FY15 SMP Leisure Broadcast — agenda request

BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: January 6, 2015 TO: Honorable Chairman and Members of the Board FROM: Ed Schroeder SUBJECT: TO 148 Revised - FY15 SMP Leisure Broadcast DEPARTMENT: Tourist Development Department BCC DISTRICT: All STATEMENT OF ISSUE: Request approval for Chairman to sign revised Task Order 148 titled FY15 SMP Leisure Broadcast Packages Pass Through Costs, contract C12-2007-TDC Peter A Mayer Advertising. BACKGROUND: At its November 20, 2014 meeting, the TDC voted to recommend modifying the marketing plan to reach more active travelers with a $150K+ household income through placements on the Travel Channel rather than Cooking Channel. To maintain the same level of impressions (e.g. broadcasts) with the new media placement, an additional $105K needs to be allocated to national cable. The following savings have been identified in the Strategic Marketing Plan for reallocation to national cable: • $48K Coastal Living - leisure - planned two side-by-side leisure and co-op ads, but the CVB receives good exposure in the co-op ads due to fewer partners, so leisure ads eliminated. • $25K Collinson Media - leisure - budgeted in both leisure and co-op, but had greater than anticipated partner participation in the co-op, so leisure ad eliminated. • $25K Southern Living - co-op - not purchased by partners; eliminated. • $7K International Travel Guide - co-op - not purchased by partners; eliminated. These changes will be reflected in the quarterly revision to the Strategic Marketing Plan to be presented to the TDC in January and BCC thereafter. Task order 148 is being presented for revision at this time since Travel Channel was not included in the adopted Strategic Marketing Plan and the task order must be revised in order for the agency to proceed with advertising on the Travel Channel. OPTIONS: Approve or Disapprove RECOMMENDATION: Approve revised Task Order 148 titled FY15 SMP Leisure Broadcast Packages Pass Through Costs, contract C12-2007-TDC Peter A Mayer Advertising, and authorize the Chairman to sign. RECOMMENDED BY: APPROVED BY: John Hofstad, County Administrator