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

Partners • Increased spend with LinkedIn, taking communication beyond text ads • On-site display banner advertising • Sponsored updates, a means of delivering relevant content to target audiences 71 Meetings/Conventions: Media Plan 72  It’s a Relationship Business • Media is valuable – though, more and more, it’s about cultivating and nurturing leads • Industry-specific awareness media • Meeting Professional providers – inclusive of lead-generating programs • B2B digital platforms • Lead generation tactics • Keyword Search • Cvent • LinkedIn & Facebook • Visit Florida meetings/events home page • Email marketing with Visit Florida and industry publishers 73 When You Can’t Be There Rely on the next best thing… • Video marketing – there’s no better storyteller • All opportunities referenced have advertising video potential 74 Publisher Partners 75 Publisher Partners Lead Generation Partners 76 Leisure & Co-Op: Media Rollup 77  Leisure Media Rollup Vendor Impressions Dollars Official VF Visitor’s Guide 600,000 $15,956 Life’s A Beach 500,000 $9,925 Interfuse Media: Newspaper Inserts, 17,000,000 $50,000 Digital & Lead Generation National Geographic Traveler 1,960,000 $108,000 The Local Palate 460,000 $20,535 Audubon Magazine 827,160 $24,100 Play Florida: Golf 425,000 $13,600 Coastal Angler TBD $6,000 National TV: Network Cable, 42,000,000 $351,026 AT&T U-Verse Bill Dance TV 8,475,000 $55,000 Destination Network/Beach TV 11,176,470 $38,000 78  Leisure Media Rollup Vendor Impressions Dollars Satellite Radio 23,316,000 $38,250 NPR Radio 2,500,000 $25,000 Toronto Life 89,082 $10,300 Crossings 150,000 $4,500 Dreamscapes 212,000 $6,940 International Travel Guide 74,925 $4,775 Lamar 3,425,144 $17,000 TripAdvisor 3,100,000 $65,000 Centro 21,000,000 $90,000 Yahoo! 57,000,000 $135,000 79  Leisure Media Rollup Vendor Impressions Dollars Interfuse Media 20,000,000 $50,000 Google Search, Bing Search and YouTube N/A (68,000 clicks) $170,000 Facebook N/A (25,657 clicks) $19,500 SAY Media N/A (37,500 clicks) $50,000 YuMe 5,000,000 $50,000 Google YouTube TrueView/Hulu N/A (3,181clicks) $35,000 Discover America TBD $10,000 Boomer Aviation $13,500 Ad serving fee estimate $13,000 TOTAL: $1,499,907 80  Co-Op Media Rollup Vendor Impressions Dollars Coastal Living 1,407,969 $69,000 Garden & Gun 2,261,000 $75,640 Coastal Living Digital 400,000 $8,500 Southern Living Digital 625,000 $38,000 Escape to the Southeast 250,000 $1,600 Interfuse Media: Atlanta Heavy Up 2,000,000 $8,500 81  Co-Op Media Rollup Vendor Impressions Dollars Interfuse Media: Snowbirds 2,000,000 $8,500 Martha Stewart Weddings 96,746 $11,000 DCMilitary Life 300,000 $8,000 SportEvents 39,000 $4,000 TOTAL: $232,740 82 Groups: Media Rollup 83  Groups Media Rollup Vendor Impressions Dollars The Knot 450,000 $8,500 Southern Bride 140,000 $5,900 Southern Weddings 1,000,000 $8,875 Birmingham Bridal Directory 72,000 $3,000 New Orleans Bride 211,400 $3,800 Sports Destination 18,500 $7,300 Sports Planning Guide 50,400 $1,295 SportsEvents 30,000 $3,000 SportsTravel 30,000 $5,370 84  Groups Media Rollup Vendor Impressions Dollars GSAE 32,000 $2,000 FSAE 40,000 $4,800 ACAE 425 $900 Group Travel Leader 30,000 $3,500 Group Travel Directory, Reunion Market 182,400 $2,290 Military Reunions 75,000 $1,800 Friendly Reunion Network TBD $999 Red Hot Celebrations 30,500 $1,245 American Bus Association 186,000 $6,000 85  Groups Media Rollup Vendor Impressions Dollars Florida Motorcoach 40,000 $850 Alabama Motorcoach 550 $1,850 Religious Travel Directory 48,000 $2,290 Going On Faith 60,000 $3,600 Small Market Meetings 45,000 $3,600 LinkedIn N/A (3,738 clicks) $5,668 Ad Serving Fees $2,000 TOTAL: $90,432 86 Meetings/Conventions: Media Rollup 87  Meetings/Conventions Media Rollup Vendor Impressions Dollars Plan Your Meetings 168,000 $5,000 Collinson Media 3,600 $38,618 Christian Meetings & Conventions 3,600 $1,200 Association Google/Bing-Yahoo! Search N/A (3,900 clicks) $10,000 Cvent N/A $11,225 LinkedIn N/A (3,738 clicks) $14,953 Visit Florida $8,700 Ad Serving Fees $2,000 $91,696 88 Measuring Success 89 Measuring Success Performance will be measured by: Ongoing Performance: • Unique visits to the website • Social media performance • Bed tax revenue • Visitation • Visitor spending Campaign Performance: • Tracking and reporting online metrics (impressions, clicks, click rate, etc.) 90 Marketing Plan Budget 91  Marketing Plan Budget Activity Dollars Promotional Items & Collateral $141,000 Local Event Promotional Activities $5,000 Trade Show Fees $59,225 Advertising Agency (Base Services & Travel) $465,000 Advertising Agency (Media Planning & Purchasing) $100,000 Website Development & Maintenance $82,068 Public Relations (e.g. Familiarization Tours, Road Shows) $95,000 Media Campaign (Fall/Winter, Christmas, Snowbird, Spring/Summer, Non- $2,322,010 Seasonal/Niche) Media Campaign (Groups, Meetings/Conventions) $210,235 Campaign Production $200,000 Local Event Marketing Funding Applications $169,850 Advertising (e.g. Welcome Center & Publication Listings) $11,480 Promotional Reserve $100,000 Grand Total $3,960,868 Note: Media campaign includes $534K for Chicago takeover 92 Appendix 93 Full Media Details 94 Florida & Beach Centric 95  Official Visit Florida Visitor Guide Rationale: • Distributed to travelers actively planning a Florida vacation; includes 5 welcome centers • Covers beaches, outdoors, entertainment, dining, maps, regional must-see lists Highlights: • Circulation: 600,000 • Visit Florida FP4C – Jan 2016 • Inclusion in e-book – 10 million visits per year and listing in Visitor Guide’s planning section Investment & Return: • Cost: $15,956 • Impressions: 600,000 minimum 96  Life’s A Beach Rationale: • Distributed at trade shows in U.S. and Canada to meeting planners, in welcome centers, on military bases and among travel agents; has retail distribution on Emerald Coast and is an in-room vacation guide Highlights: • 500,000 circulation • FP4C: Full year exposure • Visitors Guide to the Emerald Coast (print and digital) • Articles, maps, locations, landmarks Investment & Return: • Cost: $9,925 • Impressions: 500,000 minimum 97 Television 98  National Cable Rationale: • Strong brand awareness-generating tactic • Target audience is a heavy cable viewer Highlights: • Travel Channel partnership provides :15 & :30 spots along with added-value vignettes • AT&T U-Verse targets heavy travelers earning $100K+ by usage of third- party and set-top data • Extends campaign reach beyond previous 2-network buys Investment & Return: • Cost: $353,959 • Impressions: 42,000,000 minimum 99  Bill Dance Sponsorship: TV+ Rationale: • No. 1 fishing authority on TV • Airs on three cable networks: NBC Sports, Outdoor Channel and newly added Destination America Highlights: • Television segments filmed and featuring the Emerald Coast • Full year national