Okaloosa County BOCC — August 19, 2014 — 2014-08-19 SMP ExecutiveSummary — reading text

STRATEGIC MARKETING PLAN PRESENTATION August 19, 2014 2   Online Banners - One Click Away Social Facebook Festival and Event Support h$ps://www.youtube.com/watch?v=XPT8hrekglE&list=UUIwK9OrHwB-­‐tdCMh6eBAOZA     Objectives • Drive leisure, group and meeting visitation during the shoulder seasons: • Spring: +40,000 room nights • Fall +25,000 room nights • Leverage the power of Let’s Go #EmeraldCoasting brand 11    Strategies • Communicate year-round messaging • Implement research findings • Promote festivals and special events • Expand social media 12   Target Audience Profile Demographics • Ages 25 – 64 (skewing women) • Annual HH income of $75,000+ (skewing higher) 13   Seasonality Campaigns Booking Window Spring January – March Mid-January – Summer Mid-June Snowbirds Mid-August – November Fall Mid-June – Mid-October 2015 Christmas Mid-August – October 14   Media Markets Primary target audiences will include leisure travelers within a 13-hour-drive radius of the Emerald Coast as well as meeting/group business travelers     15   Emerging Markets Secondary emerging markets will include:     16   Marketing Initiatives • Conduct annual consumer research to measure ROI • Enhance groups & meetings section of website to communicate Let’s Go #EmeraldCoasting brand • Generate earned media through public relations • Create social media awareness and engagement through community management and cross-channel campaigns • Develop media strategy & messaging that most effectively reaches the target audience, drives visitation and delivers direct leads 17   Media Strategy & Messaging Media Strategy • Robust co-op plan • Diverse media mix with guaranteed leads 18   Media Tactics by Campaign Fall/Winter Spring/Summer Christmas Snowbirds 19   Media Highlights Traditional Media 16,000 minimum leads 32,000,000 online impressions 10,000 clicks to website 20    Media Highlights Digital Media: 131,000 visits to site 61,000,000+ online impressions 93,000,000+ total online impressions 21    Media Highlights • Visit Florida initiatives: $270,000 • Top US markets • Promotional radio providing 3:1 ROI • Atlanta TV and sports • Total Plan Impressions: 205,000,000+ 22   Measuring Success Ongoing Performance: • Unique visits to website • Social media performance • Bed tax revenue • Visitation • Visitor spending Campaign Performance: • Online metrics (impressions, clicks, click rate, etc.)  Consolidated Strategic Marketing Plan Activity Dollars Promotional Items & Collateral (Trade Shows, Sales Calls, Film, $83,370 Visitor Center, ECCC, & Other) Local Event Promotional Activities $4,700 Trade Show Fees $65,655 Advertising Agency (Base Services & Travel) $465,000 Advertising Agency (Media Planning & Purchasing) $100,000 Website Development & Maintenance $82,500 Familiarization Tours, Press Visits $70,400 Media Campaign (Fall/Winter, Christmas, Snowbird, Spring/ $1,914,775 Summer, Non-Seasonal/Niche, Groups, Meetings/Conventions) Campaign Production $200,000 Special Events (Application Funding & Direct Advertising) $225,000 Airport, Welcome Center, & Publication Advertising $11,210 Promotional Reserve $100,000 Grand Total Promotional Activities (-548xxx accounts) $3,322,610 Thank You