Okaloosa County BOCC — May 29, 2014 — reading text

Thank You 5.c.a Packet Pg. 239 Attachment: Executive Summary_Presentation (2885 : FY 2014-15 Strategic Marketing  May 29, 2014 DRAFT STRATEGIC MARKETING PLAN 5.c.b Packet Pg. 240 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing  5.c.b Table of Contents Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 2013 Snapshot 3 Objectives & Strategies 5 Marketing Initiatives 13 Consumer Research 15 Website 17 Public Relations 20 Ongoing Social Media 26 Media Strategy & Messaging 32 Leisure Media Plan 35 Co-Op Media Plan 78 Media Plan Detail 125 Measuring Success 144 Marketing Plan Budget 146 Packet Pg. 241 TDC Meeting 5.29.14 2 TDC Meeting 5.29.14 2013 Snapshot 5.c.b Packet Pg. 242 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 3  5.c.b Share of Market % Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Winter Spring '13 Summer '13 Fall '13 Winter '12/'13 '13/'14 Escambia Okaloosa Walton Bay Packet Pg. 243 TDC Meeting 5.29.14 4 TDC Meeting 5.29.14 Objectives, Strategies & Tactics 5.c.b Packet Pg. 244 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 5  5.c.b Objectives Attachment: Strategic Marketing Plan 2014-2015 (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. 245 TDC Meeting 5.29.14 6  5.c.b Strategies Attachment: Strategic Marketing Plan 2014-2015 (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. 246 TDC Meeting 5.29.14 7  5.c.b Tactics Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing • Target consumers with a combination of TRADITIONAL and ONLINE marketing • Communicate the brand through NICHE MEDIA including weddings, groups, meetings, signature events and eco- tourism • Offer bed-tax collectors a variety of COOPERATIVE media opportunities designed to broaden awareness and EmeraldCoasting.com deliver qualified leads • Collaborate with VISIT FLORIDA to maximize impact of media spend • Deploy quarterly CONSUMER E-NEWSLETTERS to maintain top of mind awareness • Position the consumer as ONE CLICK AWAY from our website and potential bookings • Promote and TRACK special events and sponsorships via WEBSITE Packet Pg. 247 TDC Meeting 5.29.14 8  5.c.b Target Audience Profile Attachment: Strategic Marketing Plan 2014-2015 (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. 248 TDC Meeting 5.29.14 9  5.c.b Seasonality Attachment: Strategic Marketing Plan 2014-2015 (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. 249 TDC Meeting 5.29.14 10  5.c.b Media Markets Attachment: Strategic Marketing Plan 2014-2015 (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. 250 TDC Meeting 5.29.14 11  5.c.b Emerging Markets Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Secondary emerging markets will include: Packet Pg. 251 TDC Meeting 5.29.14 12 TDC Meeting 5.29.14 Marketing Initiatives 5.c.b Packet Pg. 252 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 13  5.c.b Marketing Initiatives Attachment: Strategic Marketing Plan 2014-2015 (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