Okaloosa County BOCC — May 29, 2014 — reading text

Online Banners 5.c.a Packet Pg. 184 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing  Radio Let’s Go #Emerald Coasting 5.c.a Packet Pg. 185 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing  Social 5.c.a Packet Pg. 186 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing  Facebook 5.c.a Packet Pg. 187 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing  Family TV Spot 5.c.a Packet Pg. 188 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing  Destin Fishing Rodeo 5.c.a Packet Pg. 189 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing  Objectives, Strategies & Tactics 5.c.a Packet Pg. 190 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing 13  5.c.a Objectives Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing • Drive leisure, group and meeting visitation during the shoulder seasons • Maintain top-of-mind awareness during peak seasons • Leverage awareness of Let’s Go #EmeraldCoasting brand • Maximize impact of media spend Packet Pg. 191 14  5.c.a Strategies Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing • Communicate year-round messaging while focusing on driving business during the shoulder seasons • Utilize research to motivate consumers to select Emerald Coast as their vacation destination • Utilize festivals and special events to drive trial and repeat visitation • Continue to embrace social media as an essential component of the communications plan Packet Pg. 192 15  5.c.a Target Audience Profile Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing Demographics • Adults • Ages 25 – 64 (skewing women) • Annual HH income of $75,000+ (skewing higher) Mindset/Lifestyle • Traveler – at least 3-night stay • Interested in the beach, fishing, shopping, restaurants and more • Looking for an accessible escape Packet Pg. 193 16  5.c.a Seasonality Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing Booking Window Impact Period Primary Audience Couples and/or groups Post-Spring Break – without children; Spring Spring January – March pre-Memorial Day Break visitors Mid-January – Memorial Day – Summer Mid-June Mid-August Families Mid-August – December 2015 – Retired adults from northern Snowbirds November February 2016 climates (including Canada) Couples and/or groups Mid-June – Mid- Mid-August – without children; Fall Break Fall October Thanksgiving visitors Thanksgiving – 2015 Christmas Mid-August – October New Year’s Families and/or couples Packet Pg. 194 17  5.c.a Media Markets Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing Primary target audiences will include leisure travelers within a 13-hour-drive radius of the Emerald Coast as well as meeting/group business travelers Packet Pg. 195 18  Emerging Markets Secondary emerging markets will include: 5.c.a Packet Pg. 196 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing 19  Marketing Initiatives 5.c.a Packet Pg. 197 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing 20  5.c.a Marketing Initiatives Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing • Conduct annual consumer RESEARCH to measure ROI • Enhance GROUPS & MEETINGS section of WEBSITE to communicate Let’s Go #EmeraldCoasting brand • Generate EARNED MEDIA through public relations • Create SOCIAL MEDIA AWARENESS and engagement through community management and cross-channel campaigns • Develop MEDIA STRATEGY & MESSAGING that most effectively reaches the target audience, DRIVES VISITATION and delivers direct leads Packet Pg. 198 21  Media Strategy & Messaging 5.c.a Packet Pg. 199 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing 22  5.c.a Media Strategy & Messaging Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing Media Strategy • Increased priority on digital platforms: one click away • Branding with a tactical/promotional focus • Integrated media opportunities: cross-media platforms, many with lead generation guarantees Packet Pg. 200 23  5.c.a Media Strategy & Messaging Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing • Meetings, Conventions • Group, travel trade – including faith-based • Marketing Segments: • Florida and beach centric • Military • Family-oriented, moms • Sports • Atlanta heavy-ups, top U.S. markets, • Canadian, international Florida emphasis • Recreational fishing • Weddings Messaging • Continue to differentiate ourselves from our competitors through our personality: vibrant, unpretentious, inspiring and fun • Dedicate 20% of total media budget to target niche audiences Packet Pg. 201 24  Leisure Media Plan Summary 5.c.a Packet Pg. 202 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing 25  5.c.a Campaign Weighting Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing 10% 5% 30% 35% 20% Spring Summer Fall Christmas Snowbirds Packet