Okaloosa County BOCC — September 16, 2014 — Airport Marketing Plan

Okaloosa County Airports FY2015 Marketing Plan Task Order #15 September 16, 2014 FLORIDA AIRPORT Amma cr onmccia county (3 Okaloosa County Airports Budget for Promotional Activities Promotional Activities at VPS: $300,000 Promotional Activities at Bob Sikes: $8,500 Total: $308,500 Total Allocation under Task Order #15: $245,000 ‘It is our intent to allocate the funds listed for each media type. However, it may be necessary to shift funds to a different media type based on changing market needs and demands. Television/Cable Print/Newspaper Magazines Radio Outdoor Online Social Media Creative Design Community Partnerships Total Media $55,000 $25,000 $20,000 $20,000 $20,000 $55,000 $15,000 $15,000 $20,000 $245,000 Television/Cable Highlights: » Purchase television schedule to include 30 and 5 second ads » Reach large numbers of people in short period of time Rationale: » Okaloosa County: Center of television Pensacola- Mobile-Panama City DMA » Crucial to advertise in both markets » Cable offers new opportunities to pinpoint specific audiences Investment : —~Cost: $55,000 Print/Newspaper Highlights: » Reach large number of people in Okaloosa County and surrounding areas » Easy to change message to meet market changes Rationale: » Weekly visibility to local community » One daily edition reaches 45% of market Investment: » Cost: $25,000 Magazines Highlights: » Great color and quality in ads » Reach local audience with important information they can refer back to Rationale: » Use Publications that cater to audience whose editorial content specializes in topics of interest Investment: » Cost: $20,000 Radio Highlights: » Stations provide wide coverage across the Emerald Coast and north into Alabama » On-air personalities have been in the area for years and are known and recognized by community Rationale: » Vast array of radio program formats offer efficient target to demographic » Allows for speed, flexibility and immediacy to convey message Investment: Cost: $20,000 Outdoor Highlights: » Static and digital billboards Rationale: » Unsurpassed in ability to supply long-lasting impressions, coverage, reach and frequency 24/7 » Digitals boards can be changed daily to convey changing messages such as airline fare sales Investment: » Cost: $20,000 Online Media Highlights: » SEM (Search Engine Marketing) reaches people at exact moment they are searching a topic » Effective in driving sales and leads » Banner advertising engages potential customers with compelling online ads hand selected to reach target audience Rationale: » Delivers high ROI in many geographies. » Deliver ads locally and in direct flight markets to increase passengers inbound and outbound. Investment: » Cost: $55,000 Social Media Highlights: » Management of daily Facebook, Twitter posts and monthly blog Rationale: » Social networking makes it possible to establish relationships, convey messages and build trust online | » Main website will gain traffic from conversations through social networking websites, discussions, groups, and blog comments » Search engine optimization is increased through number back links to website and/or blog Investment: »» Cost: $15,000 Creative Design Highlights: » Create award winning ads for print and broadcast » Create consistency in branding Rationale: » Compelling ads sell and persuade intended target audience » Builds brand recognition, strong identity and good reputation | Investment: » Cost: $15,000 Community Partnerships Highlights: » Community partnership opportunities help promote and attract increased awareness of the Northwest Florida Regional Airport to both local and out of state attendees. Ensure maximum branding and exposure in promoting County Airports. Investment: Cost: $20,000