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

television exposure • 26x Facebook “fishing conditions” updates • Billdanceoutdoors.com banner ads • Bill Dance YouTube – Emerald Coast episodes • Bill Dance personal endorsement and usage Investment & Return: • Cost: $55,000 • Impressions: 8,475,000 100  Destination Network TV Rationale: • Audience is relaxed and receptive, and looking for new experiences • Key markets: Atlanta, New Orleans, Gulf Coast of FL/AL, Grand Strand of SC, Low Country and Florida Keys Highlights: • Visitor information network throughout SE hotel rooms and condos, serving resort and cultural destinations • Commercial spots and specially produced Emerald Coast segments • Schedule supporting all key booking windows Investment & Return: • Cost: $38,000 • Impressions: 11,176,470 101 Radio 102  Satellite Radio Rationale: • Strong radio option for target audience • Provides coverage in key markets and beyond – national reach Highlights: • Four channels per week • 800+ :30 spots • Provides coverage in Spring, Fall and Christmas booking windows – 17 weeks Investment & Return: • Cost: $38,250 • Impressions: 23,316,000 minimum 103  NPR Podcasts Rationale: • Affluent platform, reaching key target audience segments • High brand affinity when sponsoring public broadcasting Highlights: • Only NPR product offering which allows :30 commercials • Host-read creative gives endorsement-like feel • Provides coverage in Spring, Fall, Christmas and U.S. Snowbird booking windows Investment & Return: • Cost: $25,000 • Impressions: 2,500,000 minimum 104 Multimedia & Lead Generation 105  Interfuse Media Rationale: • Multimedia platform offering print and digital • Guaranteed online impressions • Strong lead generation partner Highlights: • FP4C Visit Florida: OOS Newspaper Insert – Mid Feb 2016 • FP4C Visit Florida: ABV Newspaper Insert – Mid Apr 2016 • 16,000,000 digital impressions • 8,000 leads • 1,000,000 print impressions Investment & Return: • Cost: $50,000 • Impressions: 17,000,000 minimum 106  National Geographic Traveler Rationale: • Highest-paid subs in travel category • Balanced audience with highest composition of Millennials • Highest domestic travel vs. category Highlights: • Circulation: 340,000 east of MS • FP4C: Apr Family Travel, Jun/Jul VF Great Outdoors and Aug/Sep Adventure Travel • Event sponsorship in 2 cities: DC, Chicago or Atlanta – for Photography seminar: images, collateral, e-blasts, signage and promo message • VF added-value includes FP advertorial, lead generation and bonus QP ad unit Investment & Return: • Cost: $108,000 • Impressions: 1,960,000 minimum 107  The Local Palate Rationale: • Affluent and growing publication, nominated for James Beard Award for visual story-telling • Top subscribing states are majority of Emerald Coast feeder markets • Highlights travel from a culinary, historical and cultural perspective, targeted to average HHI of $150K+ Highlights: • Circulation: 120,000+ nationally • FP4C: Mar Travel South, Apr Southern Fusion, Jun/Jul Seafood • Homepage digital impressions as added-value opportunities Investment & Return: • Emerald Coast cost: $20,535 • Impressions: 460,000 minimum 108  Coastal Angler Rationale: • Creation of partnership for annual Destin Cobia Tournament • Introducing/solidifying charter captain & chef/restaurant relationships • Distribution in multiple Emerald Coast feeder markets Highlights: • Multimedia package opportunities being negotiated • Beyond traditional advertising, provides social media content marketing Investment & Return: • Cost: $6,000 • Impressions: TBD 109  Audubon Rationale: • Opportunity to promote to eco- tourism traveler segment • Culturally curious, affluent nature- based readers and publication with Visit Florida exposure Highlights: • Circulation: 413,580 nationally • HP4C: Visit Florida Nov/Dec & Mar/Apr issues • Advertorial • Directory Listing • Lead Generation Investment & Return: • Cost: $24,100 • Impressions: 827,160 minimum 110  Play Florida: Golf Rationale: • Florida’s official Golf Guide • Distributed by request to qualified vacationers and at top consumer golf shows • Distributed at welcome centers • Strong lead generation partner Highlights: • FP4C print ad and advertorial feature • Digital edition emailed to 85,000 opt- in golfers • Inclusion in post golf show emails with links back to website Investment & Return: • Cost: $13,600 • Impressions: 425,000 minimum 111 Digital Leisure 112  TripAdvisor Rationale: • Premier destination/travel research and review site • Ads reach travelers when they are in booking-consideration mode • 161 index, 13% reach against general Emerald Coast target Highlights: • Travel Sponsorship • Banner impression ownership across Destin/Ft. Walton travel hub • Module allows for direct click to ECFL site, social sites, etc. • Competitive market targeting • Florida state sponsorship, allowing for banner rotation across Florida destination pages Investment & Return: • Cost: $120,000 • Impressions: 3,100,000+ and Projected Site Engagements: 125K 113  Centro Rationale: • Historical site-side conversion driver • Reaches 61% of general Emerald Coast traveler, 112 index Highlights: • Behavioral and geo- targeted banners network of sites • Focus on Spring, Fall and Snowbird seasons Investment & Return: • Cost: $90,000 • Impressions: 21,000,000+ and Projected Site Engagements: 35,000+ 114  Yahoo! Rationale: • Historical site-side conversion driver • 113 index, 100% reach against general Emerald Coast target Sample of Sites in Yahoo! Network Highlights: • Travel Channel rotation across relevant content • Behavioral and demo-targeted banners, refined for each campaign • Travel search retargeting • Tablet banners • Increased native content advertising Investment & Return: • Cost: $135,000 • Impressions: 57,000,000+ and Projected Site Engagements: 226,000+ 115 Interfuse Media Rationale: • Trading desk platform that allows for real-time impression bidding and optimization • Opportunity to scale across travel sites that reach the target audience segments Highlights: • Data-driven placements driven by actionable insights • Display advertising across multiple platforms: desktop and mobile • Optimization to best converting sites, size, platforms and placements Investment & Return: • Cost: $50,000 • Impressions: 20,000,000+ and Projected Site Engagements: 36,000 116  Interfuse Media Sample Sites: Programmatic Process: 117  Google & Bing Search Rationale: • Drives travel researchers directly to EmeraldCoasting.com, with opportunity to scale • CPC pricing and built-in option to auto-optimize to keywords driving the highest volume of conversions • 83% of the general Emerald Coast target utilizes Google search; 46% utilizes Bing Highlights: • Geo-targeted text ads related to keyword categories: • Brand – “Destin,” “Destin Vacations,” “Ft. Walton Beach rentals” • Competitive – “Pensacola,” “Panama City Hotels” • General Travel – “vacation ideas,” “getaway destinations” • Campaign-specific Travel – “family summer vacation,” “spring getaway ideas,” “snowbird offers” • Ads targeted for search and content keywords • Includes re-messaging placements as well 118  Google Retargeting Rationale: • Re-messaging is a proven means of bringing back non-converting visitors, allowing the brand another opportunity to influence a conversion • Google offers re-messaging at a low CPC price structure • Banners run across Google Display Network, reaching 98% of Emerald Coast general target Highlights: • Banners targeted to site visitors that did not take action beyond viewing the initial landing page 119 Google Search/Retargeting & Bing Search Banner on YouTube.com Samples of Sites in Google Display Network 120  Video: Google & Hulu Rationale: • Increase allocation of media dollars across a variety of platforms • YouTube has tremendous reach against target • Hulu is an on-demand TV solution Highlights: • Video ads targeted to Spring, Summer, Fall, Holiday and Snowbirds • Optimize between placements for best results Investment & Return: • Cost: $35,000 • Impressions: and Projected Site Engagements: TBD 121  Facebook Rationale: • Facebook’s third-party data partnerships allow us to layer in a wide variety of targeting options, creating opportunities to customize for each campaign • CPC pricing minimizes risk of wasted impressions • Historically efficient site traffic driver Highlights: • Tile ads, news feed and video ads targeted to Spring, Summer, Fall, Holiday and Snowbirds Investment & Return: • Cost: $19,500 and Projected Site Engagements: 27,500 122  YuMe Rationale: • Engaging opt-in video product • Interactive bar invites viewer to craft their course of knowledge Highlights: • Video ads targeted to Spring, Summer, Fall, Holiday and Snowbirds • Video provides two different Call-to-Action opportunities Investment & Return: • Cost: $50,000 • Impressions: 5,000,000+ and Projected Site Engagements: 10,000 123  SAY Media Rationale: • Engaging opt-in video product • CPE pricing minimizes risk of wasted impressions • Only pay when qualified prospect voluntarily engages Highlights: • Video ads targeted to Spring, Summer, Fall, Holiday and Snowbirds • Video provides opportunity to click to site Investment & Return: • Cost: $50,000 and Projected Site Engagements: 37,500 124  Lamar Digital Outdoor Rationale: • International