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

31  Content • Shoulder season campaigns • March-May and August-October • Drive awareness and visitation • Summer social media engagement • June-August • Form relationships with summer visitors to curate content to drive shoulder season visitation • Instagram/Twitter/Pinterest growth • Post image updates and curate user-generated content • Find the right daily conversations to proactively engage in • Influencer outreach • Utilize list of influencers on social media • Continue to develop tactics to engage and incentivize 32 Industry Trends 33  Advertising Growth in Tourism • The fastest growth in travel industry advertising will come from social and video platforms, according to recent Expedia Media Solutions and Phocuswright • Social and video ad budgets have tripled from 2011 to 2014 and account for 18% of the total digital dollars spent Source: Expedia Media Solutions and Phocuswright – December 19, 2014 34  Video and the Travel Cycle Used during all phases of pre-travel planning • Inspiration • Planning • Booking Source: Think with Google, “2014 Travelers Road to Decision” 35  Social Usage by nearly All Adults • 92.5% of all Internet users use at least one platform • 20% of time spent on desktop and 58% on mobile devices • Consumers are the stars • Their currency is likes, follows, comments, pins, etc. • News outlets regularly quote Twitter stats or air YouTube clips 36  The Importance of YouTube • 2nd largest search engine • 2 billion video views a day, double that of prime time of top 3 networks • Content is embedded into social, on blogs, in websites – shows up in search • 70% of Fortune 500 use video to educate consumers, engage them with shareable content and help increase conversion rates 37 Mobile Uprise 38 Mobile Uprise 39  Multi Screens & Advertising • Ad budgets are shifting to align with media consumption patterns • Digital media platforms allow for performance measurement and optimization in real time • Source: Think with Google, “Evolution of TV: Reaching Audiences Across Screens 40 Media Strategy & Messaging 41 Less Print, More TV, Video & Digital Platforms 8% 29% 48% 15% Online/Video Print/Other TV Radio 42 Leisure Campaign Weighting 10% 5% 30% 35% 20% Spring Summer Fall Winter Snowbirds 43 Media Strategy • Continue to build higher budget allocations in digital platforms – aligning media exposure to more closely match platforms that inform travel decisions • Build plan to ensure more and varied video platforms • Integration of multimedia partnerships, many with lead generation guarantees • Ongoing placements in Visit Florida offers, both print and digital 44 Target Markets & Messaging • Marketing Segments: • Leisure traveler from core feeder markets with extended reach in emerging markets and Atlanta • Families, Couples, Retired Adults • Niche markets: Weddings, Military, Sports, Snowbirds, International, Recreational Fishing and Adventure/Epicurean/Eco Travel • Group Travel, Motorcoach and Faith-based Travel • Meetings, Conventions Messaging • Continue to differentiate ourselves from our competitors through our personality: vibrant, unpretentious, inspiring and fun • Dedicate 20% of total media budget to target niche audiences 45 Leisure & Co-Op: Media Plan 46  Leisure Media Tactics by Campaign Fall/Winter Spring/Summer Christmas Snowbirds 47  Leisure Media Highlights • Well-rounded media plan reaching affluent, active travelers • With flat budget, increased gross impressions by 30% to roughly 268,000,000 • Increases in video media platforms, including television • Variety of video content environments • On demand media options to reach consumers when they want and how they want to consume • Roughly 25% of expenditures dedicated to niche audience communications • Over $240,000 in Visit Florida commitments 48  Unique Video Units Split Screen: Video and Call To Action http://download.yumenetworks.com/yume/creative/Emerald_Coast/CS-10161/v2/ 49  Travel and Fishing Enthusiast TV • Balance of TV • Travel Channel • Destination Network/Beach TV • Bill Dance TV, social media and endorsement – 3 networks and package components span full year 50 Advanced Audience Targeted TV • Blueprint Addressable TV – reach only higher HHI consumers • Geographic concentration in South/Southeast • A25+ heavy vacationer, $100K+ HHI = 1,021,357 US HHs 51  Multiscreen, On Demand TV • TV Everywhere platform via Hulu • Captures time-shifted and light TV viewers • Reach higher percentage of Millennials and upper- income viewers • Engaging ad option – viewer chooses which ad to view 52  High Profile Radio Platforms • National Satellite Radio: News, Entertainment and Sports programming • Geographically focused National Public Radio 53  NPR On Demand • 81,000,000 monthly downloads • iTunes Top Rankings: “Top Ten,” “People’s Choice” and “Staff Favorites” • 5x ranked Best Podcast in 2014 • Only NPR product to offer host-read :30 spots • Wait…Wait Don’t Tell Me! • Fresh Air • Pop Culture Happy Hour 54  Listeners Prefer NPR Podcasts Consider NPR podcast essential listening 60% NPR podcasts are some of my favorites 38% NPR podcasts are the same as other podcasts 2% 0% 10% 20% 30% 40% 50% 60% 70% • Time-shifting and content customization are top primary reasons for downloads • These motivators make for a more loyal and engaged listener • Exclusive podcast advertising opportunity drives positive brand opinion • 65% have brand favorability when polled 55  NPR Podcast Demographics 25-34 34% 35-44 24% 45-54 18% 55-64 11% 65+ 4% Median age is 37 • Over 40% earn $100K+ HHI • 75%+ listen at home, in the car or on public transportation and nearly 50% at work • High concentration of heavy usage – 71% listen daily 56  More Search and Social Media • Highest engagement rates and Lowest cost-per- engagement • Suggests increases can be made to Search and Social Media • Be present with advertising when consumer is actively searching: • YouTube is 2nd largest search engine • TrueView video product placements tied in to Google keywords 57  Google/Bing/Yahoo! Retargeting Rationale: • Retargeting is a proven means of bringing back non-converting visitors allowing the brand another opportunity to influence a conversion • Retargeting purchased at a low Cost-Per-Click price structure Highlights: • Banners targeted to site visitors that did not take action beyond viewing the initial landing page 58 More Native Advertising • Relevant and varied creative served in content-appropriate environments • Attributes to overall higher campaign engagement rates 59  More Mobile • Higher allocation of mobile impressions in digital buys • Opportunity for higher consumer engagement rates • Optimize placements within same ad purchase • DMO category website source traffic is 17% average – EmeraldCoasting.com is roughly 30% 60 Additional Co-Op Digital 61  Affluent Magazines • Fewer titles concentrated in higher end travel and lifestyle, epicurean publications • Added value digital extensions including lead generation 62  The Travel Contenders • Top 3 pubs with highest composition of an affluent audience • Highest reach: Condé Nast Traveler and Nat Geo Traveler • Nat Geo Traveler • Top in affinity for vacation activities that Emerald Coast offers • More balanced audience age • Takes more vacations state-side • Active Adventurers 63 Balance of Leisure / Co-Op Print 64 Snowbird and International Traveler Print Distribution by Country/ Language • English: 53% Multiple • UK 21% Visit Florida • France 13% offers • Germany 13% 65 Groups: Media Plan 66  Segmentation and Media Summary • Sports • Military and Reunions • Weddings • Religious • Association, Regional and Corporate Executives • Group Travel/Motorcoach • Keyword Search is integral part of plan • Industry digitally focused media, providing up to 12- month coverage • Print in editorially relevant editions or annual directory • LinkedIn, the largest professional network and number one choice for professionally relevant content (over news sites and social media) 67 Publisher Partners 68 Publisher Partners 69 Publisher Partners 70  Publisher