Okaloosa County BOCC — December 10, 2015 — I. e. FY16 SMP Amendment

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: December 10, 2015 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director SUBJECT: FY 2015-16 Strategic Marketing Plan Amendment STATEMENT OF ISSUE: Request approval to 1) amend the BP Strategic Marketing Plan due to a refund of BP funds and 2) amend the FY16 Strategic Marketing Plan due to a refund of BP funds and other previously approved changes. BACKGROUND: A $39,581.75 refund check has been received because Adara/Rocketfuel under delivered on overall online impressions for January – March of 2014. This refund is related to activities funded under completed BP task order 112. Staff recommends allocating the refund toward the Gulf-To- Table campaign, for which $125K is budgeted with remaining BP dollars and $63K is budgeted from FY16 tourist development tax (TDT) collections. Allocating the $39.5K refund toward Gulf-To-Table lessens the TDT contribution and those TDT media campaign funds may be reallocated to campaign production, which was unexpectedly reduced due to cancellation fees when the October photoshoot was rescheduled due to inclement weather and red tide. Overall, the BP Strategic Marketing Plan (SMP) is proposed to increase $39,582 to $165,306. Several other changes have been made to the FY16 Strategic Marketing Plan since its adoption in July 2015:  During the budget process, Local Event Marketing Funding was increased by $50,000, with $18,975 reallocated from Gulf-to-Table Media Campaign and $31,025 from reserves (a non-SMP account)  During the budget process, $1,000 was reallocated from Promotional Items to contractual services for marketing interns (a non-SMP acct)  In September, the Council approved reallocating $1,737 from NPR podcast to Discover America  In September, the Council approved reallocating $26,000 from Garden & Gun to Coastal Living and ad serving fees Overall, a net increase of $30,025 to $4,490,893 is proposed for the FY16 Strategic Marketing Plan due to the changes made during the budget process. Pursuant to section C.200 of the TDD Manual, an amended Strategic Marketing Plan shall be presented to the Council for review and recommendation to memorialize the changes on a quarterly basis, as needed. Relevant pages of the BP and FY16 Strategic Marketing Plans are attached with amendments noted in orange font; deletions are indicated with strike-through and additions are underlined. OPTIONS: Approve or Deny RECOMMENDATION TO BCC: 1) Amend the BP Strategic Marketing Plan as presented and 2) Amend the FY16 Strategic Marketing Plan as presented.