Okaloosa County BOCC — May 29, 2014 — reading text

Meetings/Conventions $60,200 package: HP4C: 3x each in Connect, Collaborate & Rejuvenate with 6 HP of matching editorial, 4x Insider Series video sponsorship (pre-roll, interview, e-blast, SM pushes), inclusion in sales kits & 220 guaranteed leads Plan Your Meetings FP4C: Digital PYM Magazine 168,000 Meetings/Conventions $5,000 12-months, 3x Weekly Deals & Highlights, 2x PYM Live Events, custom e-blast, Destination Guide editorial & online ads (includes splash page & top banner ad along with link), customized online business directory ad 12- months and 80 hours of lead generation Packet Pg. 229 52  5.c.a Meetings & Conventions Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing Vendor Opportunity Impressions Campaign Dollars CVENT 2 Diamond Listing, N/A Meetings/Conventions $5,802 Suggested Ads Google/Bing-Yahoo Text ads targeted to N/A Meetings/Conventions $6,811 Search Branded and General meeting search terms LinkedIn Targeted image + copy Est. 14M+ Meetings/Conventions $11,962 ad, lead gen toolbar GSAE-TV Banner advertising – 12 TBD Meetings/Conventions/ $2,025 months, Sep 2014 – Oct Groups 2015 Christian Meetings & HP4C: all quarterly issues 3,600 Meetings/Conventions $1,200 Conventions Association of the fiscal year Ad Serving Fees Meetings/Conventions $500 $100,000 Packet Pg. 230 53  Measuring Success 5.c.a Packet Pg. 231 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing  5.c.a Measuring Success Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing Performance will be measured by: Ongoing Performance: • Unique visits to website • Social media performance • Bed tax revenue • Visitation • Visitor spending Campaign Performance: • Track and report online metrics (impressions, clicks, click rate, etc.) Packet Pg. 232  Marketing Plan Budget 5.c.a Packet Pg. 233 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing  5.c.a Consolidated Strategic Marketing Plan Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing Activity Dollars Promotional Items & Collateral (Trade Shows, Sales Calls, Film, Visitor Center, ECCC, & Other) $83,370 Local Event Promotional Activities $4,700 Trade Show Fees $65,655 Advertising Agency (Base Services & Travel) $465,000 Advertising Agency (Media Planning & Purchasing) $100,000 Website Development & Maintenance $82,500 Familiarization Tours, Press Visits $70,400 Media Campaign (Fall/Winter, Christmas, Snowbird, Spring/Summer, Non-Seasonal/Niche, Groups, $1,914,775 Meetings/Conventions) Campaign Production $200,000 Special Events (Application Funding & Direct Advertising) $225,000 Airport, Welcome Center, & Publication Advertising $11,210 Promotional Reserve $100,000 Grand Total Promotional Activities (-548xxx accounts) $3,322,610 Packet Pg. 234  +600K Incremental Digital Spend, 5.c.a Packet Pg. 235 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing 58  5.c.a Google and Bing Search: Increased Budget Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing Rationale: • Projected cost per site visitor is $2.30, representing the third lowest cost per on the plan • According to Google, there is room to scale based on search impression share • Search impression share = Advertiser’s estimated share of search network impressions, based on total impression pool and advertiser’s presence within that network Highlights: • Plus up presence across Brand, Competitive and General Travel categories, as these have shown the greatest opportunity to scale • Spend to achieve 60-80% share of voice from Spring to Holiday, ensuring adequate coverage against highly competitive, highly relevant terms • Maintain baseline presence for campaign-specific terms • 400% increase in projected site visits from an audience that is actively seeking out related travel/beach information Investment & Return: • Cost: $742,525 (+389% from baseline) • Est. site visits: 322K+ (+396% from baseline) Packet Pg. 236 59  5.c.a Facebook: Increased Budget Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing Rationale: • Facebook has the second to lowest projected cost per visitation • Baseline plan built on average frequency of 12x per user, per campaign • Baseline + increased budget allows for average frequency of 17x per user, per campaign • 17x frequency allows for strong coverage against Facebook-happy general target audience • Average usage days per visitor, per month: 13 • Average # of months in each campaign: 4 • Average total usage days per campaign: 52 Highlights: • Tile ads and newsfeed ads targeted to Spring, Summer, Fall, Holiday and Snowbirds • Opportunity to utilize a portion of the budget to promote relevant, timely page posts Investment & Return: • Cost: $21,168 (33% from baseline) • Est. site visits: 14K+ (31% from baseline) Packet Pg. 237 Source: Comscore 60  5.c.a Consolidated Strategic Marketing Plan (option 2) Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing Activity Dollars Promotional Items & Collateral (Trade Shows, Sales Calls, Film, Visitor Center, ECCC, & Other) $83,370 Local Event Promotional Activities $4,700 Trade Show Fees $65,655 Advertising Agency (Base Services & Travel) $465,000 Advertising Agency (Media Planning & Purchasing) $100,000 Website Development & Maintenance $82,500 Familiarization Tours, Press Visits $70,400 Media Campaign (Fall/Winter, Christmas, Snowbird, Spring/Summer, Non-Seasonal/Niche, Groups, $2,511,750 Meetings/Conventions) Campaign Production $200,000 Special Events (Application Funding & Direct Advertising) $225,000 Airport, Welcome Center, & Publication Advertising $11,210 Promotional Reserve $100,000 Grand Total Promotional Activities (-548xxx accounts) $3,919,585 Packet Pg. 238