Okaloosa County BOCC — August 18, 2015 — FY15 SMP Amended

 FY 2014-15 Strategic Marketing Plan (Amended) TDC 07/30/15 ~ BCC 08/18/15  FY15 CONSOLIDATED STRATEGIC MARKETING PLAN Activity Dollars Dollars Dollars Promotional Items & Collateral (Trade Shows, Sales Calls, Film Visitor Center, ECCC, & Other) $83,370 $83,370 $83,370 Local Event Promotional Activities $4,700 $4,700 $4,700 Trade Show Fees $65,655 $65,655 $65,655 Advertising Agency (Base Services & Travel) $465,000 $465,000 $465,000 Advertising Agency (Media Planning & Purchasing) $100,000 $100,000 $100,000 Website Development & Maintenance $82,500 $82,500 $82,500 Familiarization Tours, Press Visits $70,400 $70,400 $70,400 Media Campaign (Fall/Winter, Christmas, Snowbird, Spring/Summer, Non-Seasonal/Niche) $1,704,540 $1,703,826 $1,705,215 Media Campaign (Groups, Meetings/Conventions) $210,235 $210,141 $210,141 Campaign Production $200,000 $200,000 $200,000 Special Events (Application Funding & Direct Advertising) $225,000 $210,000 $210,000 Airport, Welcome Center, & Publication Advertising $11,210 $11,210 $11,210 Promotional Reserve $100,000 $100,808 $100,808 Destin to Fish Television Show Production $0 $73,800 $73,800 $3,322,610 $3,381,410 $3,382,799 TDC 07/30/15 ~ BCC 08/18/15  FY15 LEISURE Media Placement Opportunity Impressions Campaign Dollars Dollars Dollars T.O. Official VF Visitor’s Guide FP4C: Jan 2015 with e-book inclusion 600,000 Spring, $15,956 $15,956 $15,956 147 Summer, Fall Beaches, Resorts & Parks FP4C: Dec 2014 – Jul 2015 400,000 Spring, $6,020 $6,020 $6,020 147 Summer, Fall Life’s A Beach FP4C: Sep Oct 2014 – Oct Sep 2015 500,000 Spring, $9,925 $9,925 $9,925 147 Summer, Fall Coastal Living FP4C: Nov 2014 and Visit Florida Feb & Apr – 1,407,969 Spring, $72,000 $24,000 $24,000 147 includes bonus advertorial, leads, online travel deal Summer, features, e-newsletters with leads, mini co-op in Christmas Mar & May 2015 issues, e-version with links Southern Living HP4C: Jan and Mar 2015 – includes RSC for leads 4,150,000 Spring,