Okaloosa County BOCC — May 29, 2014 — reading text

Pg. 203 26  24% Media Spend Allocations Online 11% 25% Print TV Radio 40% 5.c.a Packet Pg. 204 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing 27  5.c.a Media Tactics by Campaign Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing Fall/Winter Spring/Summer Christmas Snowbirds Packet Pg. 205 28  5.c.a Media Highlights Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing • Cross-media platforms purchased with traditional media guarantees • 16,000 minimum leads • 32,000,000 online impressions • 10,000 clicks to website • 18 media partnerships provide additional online/social presence in addition to traditional media buys • Digital plans offer direct link to Emerald Coast site while generating awareness of the brand through impression volume • 131,000 visits to site at baseline level; 393,000 at baseline + incremental level • Projected total site visitation (including non-media sources) ranges from 343,000 to 1,000,000 depending on media budget • 61,000,000+ online impressions • 93,000,000+ total online impressions (from cross-platform and stand-alone digital buys) Packet Pg. 206 29  5.c.a Media Highlights Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing • Top US markets • Promotional Radio providing 3+:1 ROI • Atlanta TV and Sports • Visit Florida Initiatives: $270,000 investment • Total Plan Impressions: 205,000,000+ Packet Pg. 207 30  Media Plan Preview 5.c.a Packet Pg. 208 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing 31  5.c.a Packet Pg. 209 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing 32  5.c.a Packet Pg. 210 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing 33  5.c.a Packet Pg. 211 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing 34  5.c.a Packet Pg. 212 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing 35  5.c.a Leisure Transient Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing Vendor Opportunity Impressions Campaign Dollars Official VF Visitor’s FP4C: Jan 2015 with e-book 600,000 Spring, Summer, Fall $15,956 Guide inclusion Beaches, Resorts & FP4C: Dec 2014 – Jul 2015 400,000 Spring, Summer, Fall $6,020 Parks Life’s A Beach FP4C: Sep 2014 – Oct 2015 500,000 Spring, Summer, Fall $9,925 National Cable Estimated 380x :30 & :15 spots: 41,489,000 Spring, Summer, Fall $270,000 Weather Channel & Cooking Channel Bill Dance TV TV segments, FB, banner ads, 8,475,000 Spring, Summer, Fall $55,000 endorsement & usage Destination Network :30 & :15 spots: 28 weeks 12,261,000 Spring, Summer, Fall $42,500 TV Satellite Radio Estimated 852x :30 spots, 17 23,316,000 Spring, Fall, Christmas $38,250 weeks Spot Market Radio Brand & Promotional Radio, 12 22,099,060 Spring, Summer, Fall, $113,000 weeks Christmas Coastal Living FP4C: Nov 2014 and Visit 1,407,969 Spring, Summer, $72,000 Florida Feb & Apr – includes Christmas bonus advertorial, leads, online travel deal features, e-newsletters with leads, mini co-op in Mar & May 2015 issues, e-version with links, Packet Pg. 213 36  5.c.a Leisure Transient Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing Vendor Opportunity Impressions Campaign Dollars Southern Living HP4C: Jan and Mar 2015 – 4,150,000 Spring, Summer $90,262 includes RSC for leads Better Homes and HP4C: Feb and March 2015 – 1,000,000 Spring, Summer $27,115 Gardens, EveryDay with Visit South – includes Rachel Ray, More, Family advertorial, SM and lead Circle generation Better Homes & Gardens, HP4C: Jun and July 2015 – 300,000 Summer, Fall $13,950 EveryDay with Rachel Ray, 2,500 leads guaranteed and More lead generation Collinson Media: FP4C: Visit Florida – Out-Of- 8,500,000 Spring, Summer $25,000 Newspaper Insert State – Feb 2015 – includes 4,000 leads and digital impressions Collinson Media: FP4C: Visit Florida – America’s 8,500,000 Spring, Summer $25,000 Newpaper Insert Best Vacations – Apr 2015 – includes 4,000 leads and digital impressions Packet Pg. 214 37  5.c.a Leisure Transient Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing Vendor Opportunity Impressions Campaign Dollars Collinson Media: HP4C: Visit Florida – Fall 8,530,000 Fall $20,000 Newspaper Insert 2014, Oct 14 – includes 4,000 leads and digital impressions. Also includes HP4C Co-op print and Atlanta e-blast Escape to Southeast FP4C: Jan 2015 – Escape 250,000 Spring, Summer, $3,400 to SE Travel Guide - Fall includes lead generation Texas Monthly HP4C: Mar, May (Visit 919,053 Spring, Summer, $27,984 Florida) & Aug 2015 – Fall includes advertorial, digital and lead generation Atlanta Magazine HP4C: Dec 2014, Mar & 202,155 Spring, Summer, $8,067 Sept 2015 – 100% Visit Fall Florida – includes advertorial and digital Atlanta Braves Radio package in TBD Spring, Summer, $25,000 negotiation Fall, Christmas Packet Pg. 215 38  5.c.a Leisure Transient Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing Vendor Opportunity Impressions Campaign Dollars Canadian Traveller FP4C: Visit Florida 2015 Canadian 1,520,000 Snowbirds $26,100 Guide – Jan, 2015 & FP4C: Canadian Traveller Fall Guide – Aug 2015 plus 12x e-newsletters, 6x online articles with 2x Social Media pushes, sweepstakes (print, online, e-blast