Okaloosa County BOCC — February 25, 2016 — Agenda Packet — reading text

TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  Research Existing Knowledge • Florida’s largest fishing fleet • World’s Luckiest Fishing Village • Proximity to 100-Fathom Curve • Participating Fish Trax™ program • “You Catch It, We’ll Cook It” program Primary Research • In-person and phone interviews: • Seafood market owners, restaurant owners, boat captains, chefs Secondary Research Packet Pg. 29 2.h.a 4 Attachment: II. h. TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  Tactics & Measurement 360 Integrated Approach: • Name & Logo • Social • Website • PR • Waterproof Guide • Collateral • Print & Digital Ads • Blog • Video Key Performance Indicators (KPIs) • Site visits to Gulf to Table section of website • Gulf to Table Guide downloads • Increase volume of social chatter around Gulf to Table content Packet Pg. 30 2.h.a 5 Attachment: II. h. TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  Logos Packet Pg. 31 2.h.a 6 Attachment: II. h. TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  Video Packet Pg. 32 2.h.a 7 Attachment: II. h. TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  Fishing & Eating Guide Packet Pg. 33 2.h.a 8 Attachment: II. h. TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  Landing Page Packet Pg. 34 2.h.a 9 Attachment: II. h. TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  Mobile Landing Page Packet Pg. 35 2.h.a 10 Attachment: II. h. TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  Print Ads Packet Pg. 36 2.h.a 11 Attachment: II. h. TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  Banner Ads Packet Pg. 37 2.h.a 12 Attachment: II. h. TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  Social Packet Pg. 38 2.h.a 13 Attachment: II. h. TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  Results • Media for campaign launched in Feb and runs until March and then runs again in Aug/Sept • Evergreen campaign • High engagement with community • Received over 175 guide requests since launch as well as roughly 5,000 page views Packet Pg. 39 2.h.a 14 Attachment: II. h. TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  Current Campaigns Packet Pg. 40 2.h.a 15 Attachment: II. h. TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  2016 Spring Campaign Spring Campaign • Launched Jan. 4 • Targets couples and groups Campaign features new creative refresh Packet Pg. 41 2.h.a 16 Attachment: II. h. TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  2016 Summer Campaign Summer Campaign • Launched Jan. 18 • Targets families Campaign features new creative refresh Packet Pg. 42 2.h.a 17 Attachment: II. h. TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  Reminders Packet Pg. 43 2.h.a 18 Attachment: II. h. TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  Add Your Specials & Events • Partner Access • http://www.emeraldcoastfl.com/partners • Login: • Accommodation • Password: EmeraldCoast • Submit the following: • Accommodation information • Restaurant information • Special deal • Event Packet Pg. 44 2.h.a 19 Attachment: II. h. TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  Thank You Packet Pg. 45 2.h.a 20 Attachment: II. h. TDC_Marketing_Presentation_2_25 (5303 : Marketing Update (Ellen Kempner))  2.i Tourist Development Council Meeting: 02/25/16 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Update Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 5304) DOC ID: 5304 Marketing Reorganization Update (Ed Schroeder) Updated: 2/22/2016 4:59 PM by Aida Wilkinson Page 1 Packet Pg. 46  Agency Contract Extension Plan FY 2016 FY 2017 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Current Contract 7 month Contract Extension Packet Pg. 47 2.i.a Attachment: II. i. Marketing Reorg (5304 : Marketing Reorganization Update (Ed Schroeder))  Agency Contract Extension FY 2016 FY 2017 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb 3 month Final Current Contract Contract Contract Extension Extension Packet Pg. 48 2.i.a Attachment: II. i. Marketing Reorg (5304 : Marketing Reorganization Update (Ed Schroeder))