Okaloosa County BOCC — July 21, 2016 — I. e. FY16 SMP Amendment Q3

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: July 21, 2016 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director Charlotte Dunworth, Finance, Administration, & Compliance Manager SUBJECT: FY 2015-16 Strategic Marketing Plan Q3 Changes STATEMENT OF ISSUE: Request approval to amend the FY16 Strategic Marketing Plan. BACKGROUND: Pursuant to section C.200 of the TDD Manual, an amended Strategic Marketing Plan shall be presented to the Council for review and recommendation to memorialize changes on a quarterly basis, as necessary. The following changes are included based on a comparison of the adopted Strategic Marketing Plan and actual insertion orders issued by the agency:  Half page ads have been placed in the Alabama Motorcoach newsletter on a quarterly basis rather than just once. No dollar value change to the media placement. The County is receiving additional marketing exposure for no additional cost. In addition to media changes, the Marketing Plan Budget has been updated to reconcile to the accounting system based on actual budget transfers and uses of promotional reserves:  Promotional Items & Collateral – a net increase of $1,906 due budget transfers related to beach cleanup t-shirts and computer equipment for new, mid-year marketing positions.  Media Campaign – a net increase of $88,746 due to use of promotional reserves as well as “reversal” of $39,582 transfer to campaign production account reflected in Amended 1 column. ($39K transfer was identified due to proceeds from a vendor refund check being used in lieu of budgeted media campaign funds; however, the change has not been made in the accounting system and does not appear to be needed at this time.)  Campaign Production – a decrease of $39,582 due to “reversal” of $39K transfer as noted above.  Promotional Reserves – a decrease of $51,164 updated for use of promotional reserves; funds transferred to media campaign accounts as used. Overall, the Strategic Marketing Plan budget decreased by $94 to $4,490,799. Relevant pages of the FY16 Strategic Marketing Plans are attached with amendments noted in light blue font; deletions are indicated with strike-through and additions are underlined. OPTIONS: Approve or Deny RECOMMENDATION TO BCC: Amend the FY16 Strategic Marketing Plan as presented.