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

Cherry Blossom Festival draws regionally and internationally • Recognized as a Top 20 event in the South Highlights: • Nearly 3-week long festivities draw 700,000 attendees • Heavily attended by Atlanta residents Event is held • Canvass downtown Macon Mid-March through area with 6 digital outdoor April boards Investment & Return: • Cost: $17,000 • Impressions: 3,425,144 125 Integrated Marketing: Leisure Co-Op Media Plan 126  Coastal Living Print Rationale: • Active travelers, especially to Florida – beach, boating, cultural events and outdoor activities • 1/3 of circulation within driving distance of Emerald Coast Highlights: • Circulation: 469,323 (east of the MS) • FP4C: Visit Florida Feb and Apr 2016 • Bonus advertorial, RRC and leads, mini co-op in Mar and May 2016 issues, online edition with links, e-newsletters • FP4C in Sep Fall Escape issue Investment & Return: • Emerald Coast cost: $69,000 • Cost per partner: $500 per insertion • Impressions: 1,407,969 minimum Assumes two partners per insertion for a total of six buy-in 127  Coastal Living Digital Rationale: • Complements print buy Highlights: • Banner rotation throughout CoastalLiving.com with emphasis on Travel Channel • ROS ad units 300x250, 728x90 • Two months flighting • Feb and Mar 2016 Investment & Return: • Emerald Coast cost: $8,500 • Cost per partner: $500 • Impressions: 1,000,000 total (500,000 for Emerald Coast) Assumes three-partner buy-in 128  Garden & Gun Print Rationale: • Affluent and growing publication, voted hottest lifestyle mag in 2014 • Strong Southern market affinity by discriminating travelers Highlights: • Circulation: 350,000 nationally • FP4C: Visit Florida Apr/May, Jun/Jul Great Southern Towns & Aug/Sep Food Issue • FP advertorial, e-newsletter, “Live the Life” custom content/image gallery and 100,000 digital impressions as added-value opportunities Investment & Return: • Emerald Coast cost: $73,708 • Cost per partner: $500 per insertion • Impressions: 2,261,000 minimum Assumes two partners per insertion for a total of six buy-in 129  Southern Living Digital Rationale: • Relevant beach content alignment Highlights: • 100% SOV of Florida’s Best Beaches editorial package – Oct and Nov 2015 • Homepage roadblocks • ROS media • E-newsletter sponsorships Investment & Return: • Emerald Coast cost: $38,000 • Cost per partner: $500 • Impressions: Est. 950,000 total (475,000 for Emerald Coast) Assumes four-partner buy-in 130  Escape to the Southeast Digital Rationale: • Southeast Tourism Society multimedia components • Provides online annual coverage to 12-state region Highlights: • 3,000-word web content with 3 sub- pages, 12 photos/hyperlinks, content video page • Unlimited calendar event page • E-newsletter spotlight • Facebook and Twitter links Investment & Return: • Emerald Coast cost: $1,600 • Cost per partner: $500 • Impressions: 250,000 minimum Assumes four-partner buy-in 131  Interfuse Media: Atlanta Heavy-Up 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: • Emerald Coast cost: $8,500 • Cost per partner: $500 • Impressions: 4,000,000 • CVB @ 50% • Partners @ 50% Assumes three-partner buy-in 132 Groups: Weddings Media Plan 133  The Knot Rationale: • A leading wedding/bridal media vendor in print and online Highlights: • 12-month package includes: • Wedding Venues Storefront • Wedding Venues Featured Vendor • U.S. Honeymoon and Travel Preferred Position and Storefront • FP4C Wedding Venues – Spring/Summer • Local Print Profile – Spring/Summer • Lead Generation Investment & Return: • Cost: $8,500 • Impressions: 450,000 134  Southern Bride Rationale: • Multiplatform weddings/bridal resource: print, website, blog, app, Facebook, Twitter, Pinterest and Instagram • Sold in retail outlets and available in advertisers’ locations, upscale spas, hotels and bridal shows throughout the South Highlights: • HP4C: Winter/Spring and Summer/Fall • Mid Dec and Mid Jun • 12-month banner advertising Investment & Return: • Cost: $5,900 • Impressions: 140,000 minimum 135  Southern Weddings Rationale: • Annual keepsake publication distributed nationally • Majority of readers are Southerners Highlights: • FP4C: Fall 2016 – print, online plus tablet • 12-month online banner advertising • 12-month “Southwest seal of approval” • Portfolio gallery and contact information • Directory listing and state-specific destination wedding resource Investment & Return: • Cost: $8,875 • Impressions: 1,000,000 minimum 136  Birmingham Bridal Directory Rationale: • Highest-circulation directory in the market • Direct link from online version to website • Leads shared 6x per year – up to 1,500 per report • Direct mailed and in retail Highlights: • Circulation: 24,000 • FP4C: Spring, Summer/Fall, Winter • Summer/Fall distributed at Southern Bridal Show (August) Investment & Return: • Cost: $3,000 • Impressions: 72,000 minimum 137  New Orleans Bride Rationale: • One of the top destination wedding feeder markets • Magazine is direct mailed and available at select retail outlets throughout market and at bridal registries at top retailers Highlights: • Circulation: 30,000 • HP4C: Winter & Summer editions • E-newsletter, directory listing on wedding website, promotion on social media deployments • Purchase of ad package ensures presence at 2 hosted bridal events Investment & Return: • Cost: $3,800 • Impressions: 211,400 minimum 138 Integrated Marketing: Weddings Co-Op Media Plan 139  Martha Stewart Weddings Rationale: • Leading publication in the weddings category • High-income readers with median HHI of $110,000 • Visit Florida edition offers substantial savings on regional edition Highlights: • Circulation: 48,373 • FP4C: Spring 2016 edition • Visit Florida placement also provides for an in-book and online reader service listing Investment & Return: • Cost: $11,000 • Cost per partner: $500 • Impressions: 96,746 minimum Assumes three-partner buy-in 140 Groups: Military Plan—Leisure, Reunion 141  Military Reunions Rationale: • Reaches diverse types of reunions: family, military, class • Conversion of print to digital • Publication, effective end of May 2015, is going 100% digital • Budget affords full-year coverage Highlights: • 12-months online banner advertising – Group Travel Directory Investment & Return: • Cost: $1,800 • Impressions: 75,000 minimum 142  The Reunion Friendly Network Rationale: • Connecting reunion planners with the hospitality industry for over 20 years • Full year exposure from website and multiple member benefits Highlights: • Website Listing with a hyperlink, 150-word message, up to 8 photographs • Unlimited changes to website listing 150-word message • Member listing in all Reunion Friendly Network magazine issues • Complimentary ad and listing in annual directory (March distribution) • Complimentary for one Reunion Friendly Network magazine ad • Unlimited Promotion Listings on Special Promotions Page of RFN website • Link/Promotion in 30 issues of “SALUTE,” the weekly online newsletter Investment & Return: • Cost: $999 • Impressions: 75,000 minimum 143 Integrated Marketing: Military Co-Op Media Plan 144  DC Military Family Life Digital Rationale: • Over one-third of all officers live in D.C. area • Military are accustomed to travel, and book family getaways when they have leave Highlights: • Full year online banner advertising package Investment & Return: • Emerald Coast cost: $10,000 • Cost per partner: $500 • Impressions: 600,000 minimum Assumes four-partner buy-in 145 Groups: Sports Plan 146  Sports Destination Management Rationale: • Editorial focuses on event location strategies and management • Governing bodies – site selectors and logistics managers • Highest-circulation publication within sports category Highlights: • FP4C Destination Spotlight – includes two pages of advertorial with photos (3 pages) – Mar/Apr 2016 • Includes 500 reprints for distribution Investment & Return: • Cost: $7,300 • Impressions: 18,500 minimum 147  Sports Planning Guide Rationale: • Part of Premier Travel Media – network of over 130,000 planners • Integrated print and digital products and site profile summaries Highlights: • Sports market site inspection: site profile with multiple images, links back to Emerald Coast site • 12-month profile presence Investment & Return: • Cost: $1,295 • Impressions: 50,400 minimum 148  Sports Planner Digital Rationale: • Ensures coverage against entire sports planning industry • Provides 24/7 ongoing coverage • SportsEvents • SportsTravel Highlights: • 12-month span of online banner advertising • Divided between both websites • Qualifies for SportsEvents lead-generation program Investment & Return: • Cost: $8,370 • Impressions: 60,000 minimum 149 Integrated Marketing: Sports Co-Op Media Plan 150  SportsEvents Digital Rationale: • Editorial focuses on event location strategies and