Okaloosa County BOCC — November 4, 2014 — 2014-11-04 FY14 SMP Revised

October 1, 2013 – September 30, 2014 Consolidated Strategic Marketing Plan - Revised TDC: October 23, 2014 BCC: November 4, 2014  FY 2013-14 Consolidated Strategic Marketing Plan Budget Current Budget New Budget Ad Agency Strategic Marketing Plan $2,600,000 $2,581,187 In-House Strategic Marketing Plan $588,782 $457,534 Special Events & Sponsorships $375,000 $375,000 (awarded per Section F of TDD Manual) Promotional Reserve* - $150,061 FY 2013-14 Strategic Marketing Plan $3,563,782 $3,563,782 Transportation/Lodging/Meals** ($54,582)* ($54,582)* Budgeted Promotional Activities (548xxx accts) $3,509,200 $3,509,200 *Promotional Reserve funds are budgeted for promotional opportunities that may arise which were unknown when developing the SMP. To the greatest extent possible, such opportunities will be presented to the TDC for recommendation to the BCC for approval in advance. However, these funds may be appropriated in accordance with County approval authority and with concurrence of the TDC Chairman if an opportunity would be lost due to the timing of regular TDC and BCC meetings. In such case, the TDC and BCC will be apprised of the use of these dollars at their next regularly scheduled meetings. **not accounted for in a -548xxx promotions account TDC 10/23/14 BCC 11/4/14 2 Ad Agency Marketing Plan Budget Original Revised New Budget Budget Budget Research (ongoing visitor profile and economic impact study) $55,200 $55,200 $55,200 Leisure Media $1,194,800 $1,371,629 $1,371,629 Co-Op Opportunities $285,000 $24,952 $24,952 Meetings and Conventions $100,000 $86,971 $86,971 Groups $100,000 $70,320 $70,320 Collateral, Campaign Production and Visitors Guide $400,000 $507,115 $507,115 Base Services/Travel Reimbursement $465,000 $465,000 $465,000 Last Minute Deals Promotional Reserve - $18,813 - Total $2,600,000 $2,600,000 $2,581,187 TDC 10/23/14 BCC 11/4/14 3  Leisure Media Summary Vendor Opportunity Original Budget Revised Budget Visit Florida Guide 2-page, 4C spread – January release $15,000 $15,000 Play Florida FP, 4C ad – year round distribution $28,650 $28,650 Life’s a Beach FP, 4C ad – spring/fall/winter $9,345 $9,345 Coastal Living FP, 4C ad - Visit Florida: February & April 2014 $47,740 $47,740 FP, 4C ad – reduced from full-year to Beaches, Resorts, and Parks $9,030 $6,020 seasonal presence 2/3 page, 4C ad – November 2013 & August Southern Living $124,000 $124,000 2014 Family Circle, Family Fun, FP, 4C ad – May 2014 $53,674 $53,674 Parents Bon Appetit/Architectural FP, 4C – July 2014 $72,770 $72,770 Digest/Vanity Fair FP, 4C – May 2014 ; Custom advertorial Travel+Leisure/Food & Wine creation ; digital Mar-May 2014 exposure ; $0 $0 custom e-blast TDC 10/23/14 BCC 11/4/14 4  Leisure Media Summary Vendor Opportunity Original Budget Revised Budget 3 metro market; reduced from Christmas Digital Outdoor $40,000 $20,000 2013 & 2014 to only Christmas Fall 2014 FP, 4C – VF: Escape to the South – January Toronto Life $10,949 $10,949 2014 FP, 4C – February 2014 issue Crossings $4,500 $4,500 FL editorial and guaranteed EC content Reduced from FP to 2/3P, Regional Magazines 4C units – top-feeder markets, Christmas, $223,624 $175,549 Spring/Summer, Fall :30 sec schedules Nationally for all key Satellite Radio $30,895 $30,895 campaigns Yahoo BT/Geo-Targeted Banners $117,000 $117,000 Google Keyword Text Ads $78,911 $78,911 TDC 10/23/14 BCC 11/4/14 5  Leisure Media Summary Vendor Opportunity Original Budget Revised Budget Targeted Tile Ads, Promoted Facebook $28,583 $28,583 Posts Run of Site Banners, CanadianTraveller.net $8,700 $8,700 Newsletter, Social Media Mind Ad Server Ad Serving Fees $10,855 $10,855 FP ad, online banners, Collinson Media $0 $24,999 winter event listing PBS, Family Travel Show 30 minute show exclusive $0 $30,000 Fall (task orders approved prior to 10/1/13) $93,657 $185,273 Christmas (task orders approved prior to 10/1/13) $0 $163,131 Pass Through (Aviation, Powerboat) $24,000 $24,000 2014 Media Planning & Purchasing $101,120 $101,085 Contingency $61,797 $0 Total $1,194,800 $1,371,629 TDC 10/23/14 BCC 11/4/14 6  Co-Op Summary Market Opportunity Original Revised Budget Budget Canadian Traveler FP, ad in Visit Florida’s Canadian Guide $4,976 $4,976 Canadian Traveler FP, ad in Visit Florida’s Spring Issue $4,976 $4,976 Southwest Airlines FP Ad, August $0 $15,000 All Others Various $275,048 $0 Total $285,000 $24,952 TDC 10/23/14 BCC 11/4/14 7  Meetings/Conventions Summary Vendor Opportunity Original Budget Revised Budget SGMP HP4C ad in Annual Show Guide – March $2,000 $2,000 Bonus FP4C ad in November and 100 hours Meetings Focus $6,500 $6,500 for Lead Generation Program Custom package: Print, Online, E-blasts, Plan Your Meetings $5,000 $5,000 Events, 80 hours for Lead Generation Collinson Media Print, Online, E-blasts and Lead Generation $17,450 $17,450 HP4C ad in Sep/Oct “Florida/The South Prevue Central Meeting”, online, E-blasts, online $3,865 $3,865 Q&A interview Group Travel Family FP4C ad in Nov/Dec and custom package: $8,500 $8,500 Print, Online, E-blasts TDC 10/23/14 BCC 11/4/14 8  Meetings/Conventions Summary Vendor Opportunity Original Budget Revised Budget GaMPI Workshop Educational Workshop Sponsorship $2,750 $5,500 CVENT 2 Diamond Listing and Suggested Ad Test $5,802 $5,802 Google Text Ads Targeted to Relevant Search Queries $13,206 $13,206 Media Mind Ad serving fees $0 $500 Conventions South HP ad $0 $2,278 CMCA QP, newsletters (4x) $0 $800 SMERF E-blast, newsletter and banner ad $0 $3,450 GSAE Banner ads $0 $2,025 Small Market Meetings 1/3 page print ads, e-newsletter $0 $895 Convention Center Development of creative needs $0 $9,200 Creative Ads Contingency 2-page, 4C spread – Jan issue $35,000 $0 Total $100,073 $86,971 TDC 10/23/14 BCC 11/4/14 9  Groups Summary Vendor Opportunity Original Budget Revised Budget HP4C ad in Southern Destination Atlanta Weddings $3,339 $3,339 Weddings - February HP4C ad in Winter and Fall Birmingham Weddings $2,336 $2,336 Weddings & Destinations 12-month digital package with The Knot $8,520 $8,520 access to direct mail list and e-blast Southern Bride HP4C ad in Winter/Spring edition $1,850 $1,850 HP4C ad in Visit Florida’s Jan/Feb Annual Worldwide Guide and Destination Weddings & May/June in Destination Weddings $11,270 $11,270 Honeymoons & Honeymoons. Includes 12 month online presence, including e-newsletter & weekly leads Revised from inclusion in show Dallas Bridal Show bags: business card & brochure to $500 $500 an E-blast TDC 10/23/14 BCC 11/4/14 10  Groups Summary Vendor Opportunity Original Revised Budget Budget FP4C ad in Directory and QP4C ad in Spring Alabama Motorcoach $800 $800 Newsletter Florida Motorcoach FP4C ad in Directory $1,500 $0 Enhanced Display Listing in 2014 American Bus Association Motorcoach Marketer and 4 months of $2,446 $0 digital banners on buses.org 1/3P4C ad in February edition and Reunions Military Reunions Workbook in August. Print & Online Annual $3,220 $3,220 Listing for 12 months HP4C ad in January Planning Guide and 6 Religious Travel Directory $4,395 $4,395 months of digital banners HP4C ad in September planning Guide – Sports Planning Guide available in print and online. Inclusion in e- $3,400 $0 newsletter to 8,800 sports events planners Sports Events Media Group Customized digital package in development $4,000 $3,525 HP4C ad in Visit Florida March. Includes Convene bonus distribution at ASAE & DMAI $4,500 $0 conferences 12 Month Digital banner on GSAE-TV Home GSAE $4,050 $2,025 Page (1 of only 5 pages) – links back to site TDC 10/23/14 BCC 11/4/14 11  Groups Summary Vendor Opportunity Original Revised Budget Budget 2/3P4C ad in LSAE Annual Directory in Other Associations June 3 month digital banners on ASAE and $5,710 $4,465 sponsorship of TSAE event Destination Showcase 2014 Show Date TBD. Customized package $2,850 $0 Chicago in development Show Date: February 28 – March 2, 2014 NY Times Travel Show $3,600 $0 Customized package in development Show Date: December 4 – 6, 2013 Florida Encounter $2,200 $0 Customized package in development Memphis Show Date: March 7 – 9, 2014 Southern Women’s Nashville Show Date: March 27 – 30, 2014 $3,600 $0 Tradeshow Customized package in development GaMPI Workshop Educational Workshop Sponsorship $2,750 $2,750 CVENT 2 Diamond Listing and Suggested Ad Test $5,802 $0 TDC 10/23/14 BCC 11/4/14 12  Groups Summary Vendor Opportunity Original Budget Revised Budget Red Hot Celebration Digital banners, e-newsletters $0 $1,000 Military Reunions Print and digital online listing $0 $5,000 Marketplace Media Mind Ad serving fees $0 $750 Group Travel Leader Print ad $0 $2,500 Creative development of wedding Wedding Trade Show Banner $0 $2,875 trade show banner Group Creative Ads Development of creative needs $0 $9,200 Contingency $17,362 $0 Total $100,000 $70,320 TDC 10/23/14 BCC 11/4/14 13  In-House Marketing Plan Budget Current Budget New Budget Destination Team $77,569 $77,569 ECCC Sales Team $61,755 $61,755 ECCC Events Team $111,150 $111,150 Film Commission $66,500 $66,500 Local Event Participation $18,700 $18,700 Other Marketing Activities $253,108 $121,860 $588,782 $457,534 Transportation/Lodging/Meals* ($54,582)* ($54,582)* $534,200 $402,952 *not accounted for in a -548xxx promotions account TDC 10/23/14 BCC 11/4/14 14  Destination Team Marketing Plan TRADE SHOW Location Market Budget TSAE/FSAE/LSAE Luncheons Various Associations $800 Visit FL - Florida Encounters Palm Beach, FL Meeting Planners $2,100 American Bus Association Nashville, TN Tour Operators/Owners $1,295 Visit FL – New York Times New York, NY Travel Trade/Consumer $3,200 Dallas Bridal Show Dallas, TX Weddings $1,495 Southeast Travel Show Greenville, SC Travel Agents $450 Georgia Bridal Show Atlanta, GA Weddings $800 Southern Womens Show Memphis, TN Leisure/Consumer $1,000 Military Travel Show Fort Benning, GA Military $100 Military Travel Show Albany, GA Military $400 Military Travel Show Robins AFB, GA Military $125 Military Travel Show Fort Rucker, AL Military $100 International Pow Wow Chicago, IL Tour Operators/Owners $2,500 Military Travel Show Eglin AFB, FL Military $400 Military Travel Show Hurlburt AFB, FL Military $200 Military Travel Show NAS Whiting Field, FL Military $200 continued… TDC 10/23/14 BCC 11/4/14 15  Destination Team Marketing Plan TRADE SHOW Location Market Budget Visit FL – VIP Event Chicago, IL Meeting Planners $1,500 GAMPI Workshop Atlanta, GA Meeting Planners $1,500 ASAE Springtime in the Park Washington, DC Govt/Meeting Planners $1,500 Destination Showcase Chicago, IL Meeting Planners $1,500 Your Military Reunion Connection Nashville, TN Military $895 Alabama Motorcoach Shreveport, LA Tour Operators/Owners $895 Connect – Collinson Media Orlando, FL SMERF $3,200 Going on Faith Cabarrus County, NC Religious $895 Rejuvenate – Collinson Media Daytona Beach, FL Religious $3,200 Boomers in Groups Little Rock, AR Niche $1,195 Florida Motorcoach TBD Tour Operators/Owners $895 Visit Florida Programs Various Various $5,500 AAA Show Montgomery, AL Leisure $79 Military Familiarization Tour Emerald Coast Military $4,500 Collateral/Promotional Items $10,000 Transportation/Lodging/Meals* $25,150* $77,569 *not accounted for in a -548xxx promotions account TDC 10/23/14 BCC 11/4/14 16  Sales Team Marketing Plan TRADE SHOW Location Market Budget Small Market Meetings Conference Mesa, AZ Corporate/Meeting Planners $6,495 TSAE Education Day & Trade Show Tallahassee, FL Corporate/Meeting Planners $870 MSAE-LSAE Joint Conference Orange Beach, AL Association Planners $1,650 Rejuvenate – Collinson Media & Events Daytona Beach, FL Religious Meeting Planners $1,450 PCMA Annual Conference Boston, MA Association Planners $3,000 GAMPI Meetings & Exploration Conference Atlanta, GA Corporate/Association Planners $2,000 SGMP National Education Conference Portland, OR Government Planners $1,995 CMCA Conference Colorado Springs, CO Religious Meeting Planners $3,250 Collaborative Marketplace – Collinson Media Portland, OR Corporate Meeting Planners $3,000 ASAE Springtime in the Park Washington, DC Govt/Corp/Assn Planners $3,795 MPI Professional Education Conference Minneapolis, MN Regional, National, Corporate $1,100 Plan Your Meetings Dallas, TX Govt/Corp/Assn Planners $1,500 MPI SE Education Conference Amelia Island, FL Govt/Corp/Assn Planners $2,500 Connect – Collinson Media & Events Orlando, FL Govt/Corp/Assn Planners $2,150 Transportation/Lodging/Meals* $7,500* $42,255 *not accounted for in a -548xxx promotions account TDC 10/23/14 BCC 11/4/14 17  Sales Team Marketing Plan SALES TRIPS Affiliation Market Budget Birmingham/Montgomery, AL ACAE Corporate/Association Planners $300 Huntsville/Montgomery, AL n/a Government/Corporate Planners $300 New Orleans, LA LSAE Corporate/Association Planners $300 Atlanta, GA MPI/GSAE Corporate Meetings $600 Jackson, MS n/a Corporate/Association Planners $700 Montgomery, AL ACAE Association Planners $300 Tallahassee, FL TSAE Govt/Corp/Assn Planners $300 Transportation/Lodging/Meals* $3,500* $6,300 TRADE SHOWS & SALES TRIPS Budget Promotional Items $8,200 Collateral $5,000 $13,200 *not accounted for in a -548xxx promotions account TDC 10/23/14 BCC 11/4/14 18  Events Team Marketing Plan Market Budget Exhibition Pad Grand Opening/Familiarization Tour Local & Out of Area Clients $77,100 Exhibition Pad Branding/Integrated Collateral ECCC Clients $15,000 Exhibition Pad Familiarization Tours Existing Clients $5,000 Exhibition Pad Familiarization Tours Potential Clients $5,000 Todd Oliver Show Leisure $1,600 $103,700 LOGO’D ITEMS FOR CLIENTS Budget Gift Items (e.g. hat, cup, lip balm, towel, etc) $5,000 Stationary Sets $650 Golf Sets $1,800 $7,450 TDC 10/23/14 BCC 11/4/14 19  Film Commission Marketing Plan Location Budget Film Commissioner Salary $38,000 Rally in Tally (March) Tallahassee, FL $0 Tribeca Film Festival (April) New York, NY $2,000 Producers Guild Conference (June) Los Angeles, CA $3,000 Indie Slate Sundance Promotional Ad $1,000 Website Hosting & SEO (filmemeraldcoast.fl) $4,068 Postage/Freight* $532* Transportation/Lodging/Meals* $16,400* Location Photo Gallery Platform* $900* Film Florida Membership* $600* $66,500 *not accounted for in a -548xxx promotions account TDC 10/23/14 BCC 11/4/14 20  Local Event Participation LOCAL EVENTS Market Budget Okaloosa Island Mardi Gras Leisure $1,000 Sock Hop Snowbirds $2,000 Winter Guest Fest Snowbirds $500 Destin Snowbird Welcome Snowbirds $100 Fort Walton Snowbird Welcome Snowbirds $100 Burning Up the Beaches 2013 Niche – Car Enthusiasts $7,500 Burning Up the Beaches 2014 Niche – Car Enthusiasts $7,500 $18,700 TDC 10/23/14 BCC 11/4/14 21  Other Marketing Activities Market Current Budget New Budget Airport Displays Groups/Meetings/Conventions $4,100 $4,100 Destin Chamber of Commerce Directory Groups/Meetings/Conventions $1,000 $1,000 FWB Chamber of Commerce Directory Groups/Meetings/Conventions $1,000 $1,000 emeraldcoastfl.com Leisure $6,660 $6,660 emeraldcoastconventioncenter.com Groups/Meetings/Conventions $1,500 $1,500 myemeraldcoastevent.com ECCC website enhancements Groups/Meetings/Conventions $50,000 $50,000 Communications (e.g. newsletters, press releases) Various $6,000 $6,000 Environmental Council Beach Cleanups $9,000 $9,000 GeoCaching Leisure $10,000 $10,000 EcoTourism Leisure $10,000 $10,000 Promotional Items Leisure $10,000 $10,000 Social Media Content Development Leisure $10,000 $10,000 Entertainment Expenses/Meals for Meetings Tourism Industry Professionals $2,600 $2,600 Last Minute Deals Promotional Reserve Various $131,248 - $253,108 $121,860 TDC 10/23/14 BCC 11/4/14 22