Okaloosa County BOCC — May 28, 2015 — I. f. FY16 Strategic Marketing Plan

STRATEGIC MARKETING PLAN DRAFT May 28, 2015 Table of Contents 2014 Snapshot 3 Objectives, Strategies & Tactics 6 Marketing Initiatives 15 Consumer Research 17 Website 19 Public Relations 21 Ongoing Social Media 27 Industry Trends 33 Media Strategy & Messaging 41 Leisure & Co-Op Media Plan 46 Groups Media Plan 66 Meetings/Conventions Media Plan 72 Leisure & Co-Op Media Rollup 77 Groups Media Rollup 83 Meetings/Conventions Media Rollup 87 Measuring Success 89 Marketing Plan Budget 91 Appendix 93 2 2014 Snapshot 3  Actual Bed Tax Collections $9,000,000 $8,000,000 $7,000,000 $6,000,000 $5,000,000 $4,000,000 $3,000,000 $2,000,000 $1,000,000 $- Spring Summer Fall Winter 2013/2014 2014/2015 4  Market Share Share of Market % 40.00% 30.00% 20.00% 10.00% 0.00% Spring 1 ’14 Summer 2 ’14 Fall 3 ’14 Winter4’14/’15 Escambia Okaloosa Walton Bay 5 Objective, Strategies & Tactics 6 Objectives • Drive leisure, group and meeting visitation during the shoulder seasons • Maintain top-of-mind awareness during peak seasons • Leverage awareness of #EmeraldCoasting brand • Maximize impact of media spend 7 Strategies • Communicate year-round messaging while focusing on driving business during the shoulder seasons • Utilize research to motivate consumers to select Emerald Coast as their vacation destination • Utilize festivals and special events to drive trial and repeat visitation • Continue to embrace social media as an essential component of the communications plan 8  Tactics • Target consumers with a combination of TRADITIONAL and ONLINE marketing • Communicate the brand through NICHE MEDIA including weddings, groups, meetings, signature events, Gulf-to-Table and ecotourism • Offer bed-tax collectors COOPERATIVE media opportunities designed to broaden awareness and deliver qualified leads • Collaborate with VISIT FLORIDA to maximize impact of media spend 9  Tactics • Deploy quarterly CONSUMER E-NEWSLETTERS and monthly PARTNER E-NEWSLETTERS to maintain top-of-mind awareness • Position the consumer as ONE CLICK AWAY from our website and potential bookings • Promote and TRACK special events and initiatives via WEBSITE 10  Seasonality Booking Impact Primary Window Period Audience Couples and/or groups without January – Post-Spring Break – children; Spring Break Spring March pre-Memorial Day visitors Mid-January – Memorial Day – Summer Mid-June Mid-August Families Retired adults from Mid-August – December 2015 – northern climates Snowbirds January March 2016 (including Canada) Couples and/or