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

management • Audience of key decision- makers for sport conferences and events Highlights: • 12-month online package Investment and Return: • Emerald Coast cost: $4,000 • Cost per partner: $500 • Impressions: 78,000 minimum Assumes four-partner buy-in 151 Groups: Canadian & International Media Plan 152 Snowbird Target Geography 153  Toronto Life Rationale: • Canada’s No. 1 city magazine • Readers are 70% more likely to have traveled to Florida in the past three years • With pass-along readership, reaches 133,000 adults earning $150,000+ HHI Highlights: • Circulation: 89,082 • FP4C Visit Florida: Escape to the South – Dec 2016, on sale date in mid-November 2015 • Available both in print and online Investment & Return: • Cost: $10,300 • Impressions: 89,082 minimum 154  Crossings Rationale: • Canadian pub for cross-border explorers • Distribution in seven Ontario daily newspapers, Windsor CVB, Windsor International Airport, travel information centers across Ontario and travel agents • Distribution in Ontario and Michigan Highlights: • Circulation: 150,000 • FP4C Visit Florida: Fall/Winter – Mid Oct 2015 • Florida editorial and guaranteed Emerald Coast-specific content Investment & Return: • Cost: $4,500 • Impressions: 150,000 minimum 155  Dreamscapes Rationale: • Inserted in The Globe and Mail and available to frequent travelers through Air Canada Maple Leaf Lounges • Distribution: Ontario, British Columbia, Alberta, Manitoba and Quebec • Audited circulation Highlights: • Circulation: 106,000 • 2/3P4C: Visit Florida- Winter • 2/3P4C: Visit Florida- Winter/Spring • Spotlight on Florida in all issues • Ad investments guarantee Emerald Coast editorial coverage Investment & Return: • Cost: $6,940 • Impressions: 212,000 minimum 156  International Travel Guide Rationale: • Visit Florida fulfillment piece, available in print and online • Distributed in 17 markets, including entire U.K. • Three language editions: English, French and German Highlights: • HP4C: Jan 2016 – full year Distribution by exposure Country / Language 21% • Distributed at trade and consumer 13% 53% travel shows 13% UK France • Digital edition includes live Germany English website and video links Investment & Return: • Cost: $4,775 • Impressions: 74,925 minimum 157  Discover America Rationale: • Brand USA international opportunity • Multiple countries and languages for coverage and distribution Highlights: • FP4C ad unit Investment & Return: • Cost: $10,000 • Impressions: TBD 158 Integrated Marketing: Canadian Co-Op Media Plan 159  Interfuse Media: Snowbird Digital 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, sizes, platforms and placements Investment & Return: • Emerald Coast cost: $8,500 • Cost per partner: $500 • Impressions: 4,000,000 • CVB @ 50% • Partners @ 50% Assumes four-partner buy-in 160 Meetings/Conventions: Media Plan 161 Trade: Lead Generation 162  Cvent Rationale: Convention Center listed under Supplier Network, • Premier hub for meeting driving to Diamond Listing planners, serving as a portal for global destination and accommodation information Highlights: • 3-Diamond listing, with opportunity to refresh content and images • Upgraded package provides more content, including Twitter link, virtual tour and more prominent display in FL region Investment & Return: • Cost: $11,225 163  LinkedIn Rationale: • Reaches meeting planners when they are networking, seeking out professional information, and, in general, in the career/work- mindset and bought on CPC • Complements Cvent buy, reaching 48% of the Cvent audience Highlights: • Image and text ads and now also display and sponsored updates targeted to: • Meeting planners, based on job title • Meeting groups/association members (PCMA, Global Meetings, MPI, etc.) Investment & Return: • Cost: $14,953 • Estimated clicks: 3,738 164  Google & Bing-Yahoo Search Rationale: • Reaches planners across multiple specialties as they actively seek out information related to market, venue, etc. • Places Emerald Coast Convention Center front and center to a qualified audience Highlights: • Text ads targeted to relevant keywords across general meeting planning and branded terms • Focus the budget on branded terms based on initial FY14 performance (sample terms: Destin conference center, convention center Destin Florida) • Recommend opening targeting to national audience • CPC price structure minimizes waste • Enabling Google’s conversion-focused optimization tool further minimizes waste Investment & Return: • Cost: $10,000 • Majority of budget to be allocated to Google based on general usage • Estimated Clicks: 3,900 165 Google & Bing-Yahoo Search Sample Google Search Result Sample Bing-Yahoo Search Result 166 Corporate/Association/ Government Plan 167  Plan Your Meetings Rationale: • Reaches multiple types of planners: Corporate, Association, SMERF, Incentive Travel • Lead generation Highlights: • Lead generation white paper sponsorship • 3x weekly deals & highlights plus 1x PYM live events OR 2x weekly deals & highlights plus 2x live events • Custom email blast to 30,000 opt-ins • Destination Guide editorial and online ads • Includes splash page and top banner ad along with link • Customizable online business directory ad • Lead generation calling – 80 hours Investment & Return: • Cost: $5,000 • Impressions: 168,000 minimum 168  Collinson Media Rationale: • Comprehensive meeting planner platform (Corporate, Association, Religious and Sports planners) • Strong lead generation partner • Discounts on marketplace events ($700 off each event) Highlights: • 2 HP4C in each publication: Connect, Collaborate, Rejuvenate with 4 HP of matching editorial • 3x insider series video sponsorship: includes pre-roll video, interview, e-blast, SM pushes • HP4C Meeting Planners Guide to FL and HP4C Connect Sports Facilities Guide • 90 guaranteed leads Investment & Return: • Cost: $38,618 • Impressions: 374,500 minimum 169  Small Market Meetings Rationale: • Part of industry- recognized The Group Travel Leader family of publications/websites • 11,000 planners: association, corporate, government, nonprofit, medical, religious and educational meetings Highlights: • 9-month online banner advertising Investment: • Cost: $3,600 • Impressions: 45,000 minimum 170  Society of Association Executives Rationale: • Direct access to meeting planner associations in top meeting destination regions • Planners’ reliance continues to grow on 24/7 Internet access – one click away from destination/site planning details Highlights: • Ongoing advertising: • Florida • Alabama • Georgia – NOTE: Very limited inventory and must be reserved immediately Investment & Return: • Cost: $7,700 • Impressions: TBD 171  Visit Florida Rationale: • Direct access to Florida meeting planners through e-blasts and Meetings/Events home page exposure Highlights: • 2x e-blasts to 60,000 opt-in Florida meeting planners • January – September presence on visitflorida.com Meetings/Events landing page Investment & Return: • Cost: $8,700 • Impressions: 156,000 minimum 172 Group Travel Plan 173  Group Travel Leader Rationale: • Industry-recognized The Group Travel Leader family of publications/websites • 20,000 travel buyers and industry professionals Highlights: • 10-month online banner advertising Investment & Return: • Cost: $3,500 • Impressions: 30,000 minimum 174  Group Travel Directory Rationale: • Part of Premier Travel Media – network of over 130,000 planners • Integrated print and digital products and site profile summaries Highlights: • 12-months online banner advertising – Group Travel Directory • Reunions Market Site InSpection: Site profile with multiple images and links back to Emerald Coast site Investment & Return: • Cost: $2,290 • Impressions: 182,400 minimum 175 Bus Tours / Motor Coach Plan 176  American Bus Association Rationale: • Tour and motorcoach planners and operators association • Polled preference for obtaining destination advertising information: 64% went to website based on advertising Highlights: • Largest customer segments: mature adults (A65+), student groups and adult groups 45-54 years of age • 15,500 average unique visitors per month • 12-month online banner advertising Investment & Return: • Cost: $6,000 • Impressions: 186,000 minimum 177  FL and AL Motorcoach Associations Rationale: • Direct access to top feeder market group travel associations • Members are responsible for planning and operations • Florida: recently re-organized and is managed by ABA Highlights: • Florida: 12-month banner advertising in FMA Bus Bulletin and online travel directory • Alabama: FP4C in annual directory and QP4C in spring newsletter