Okaloosa County BOCC — May 29, 2014 — reading text

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. 253 TDC Meeting 5.29.14 14 TDC Meeting 5.29.14 Consumer Research 5.c.b Packet Pg. 254 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 15  5.c.b Consumer Research Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Conduct CONSUMER RESEARCH to increase efficacy of marketing efforts and determine the following: • VISITATION • Visitor expenditure • Length of stay • CITIES OF ORGIN • Transportation method • DEMOGRAPHICS • Forecasting for the future Packet Pg. 255 TDC Meeting 5.29.14 16 TDC Meeting 5.29.14 Website 5.c.b Packet Pg. 256 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 17  5.c.b Website Strategy Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Optimize performance of the website: • Examine the unique user experiences occurring on each site for possible integration • Enhance Groups & Meetings section of site to incorporate Let’s Go #EmeraldCoasting brand • Ongoing review of Google Analytics of the sites for user trends and patterns • Continue to update and provide new and relevant content and features to engage consumer interest Packet Pg. 257 TDC Meeting 5.29.14 18  5.c.b Pocket Ranger App Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing • Emerald Coast is showcased as the SIGNATURE BEACH in the Pocket Ranger App for Florida state parks • Interactive guide gives USERS ACCESS to all state park trails with detailed information, amenities, facility maps and directions Packet Pg. 258 TDC Meeting 5.29.14 19 TDC Meeting 5.29.14 Public Relations 5.c.b Packet Pg. 259 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 20  5.c.b General Awareness Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Objectives • Raise AWARENESS of the Emerald Coast with travelers • Leverage the NATURAL ASSETS of the area to highlight the Emerald Coast during shoulder seasons Strategies • Support SHOULDER SEASON campaigns • Work in collaboration with SOCIAL MEDIA to utilize existing media channels (e.g. Facebook, Twitter) • Utilize NEWS COVERAGE to establish the Emerald Coast as the top choice for a beach vacation destination • Position the destination’s unique offerings as a premier location for GROUP and MEETING BUSINESS • Leverage the CVB’s marketing activities to earn LOCAL MEDIA coverage Packet Pg. 260 TDC Meeting 5.29.14 21  5.c.b National/Regional Tactics Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing • Host THEMED PRESS TRIPS for national travel journalists and bloggers Recommended themes: • Gulf Fishing (around Fishing Rodeo timing) • Girl’s Getaway • Snowbird Haven • Regional OUT OF MARKET TV APPEARENCES and DECKSIDE MEDIA MEETINGS to promote major events and seasonal tourism Packet Pg. 261 TDC Meeting 5.29.14 22  5.c.b National/Regional Tactics Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing • Host INDIVIDUAL MEDIA VISITS for writers who reach consumers from target markets interested in unique aspects of Emerald Coast Potential topics for features: • Family travel • Major events • Eco-tourism • Summer fun Packet Pg. 262 TDC Meeting 5.29.14 23  5.c.b Local Tactics Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing • Host NATIONAL TOURISM WEEK industry event/rally annually in May to generate local media exposure and appreciation among Emerald Coast citizens for its local tourism marketing efforts and the industry’s economic impact • Unveil of ANNUAL STRATEGIC MARKETNG PLAN/CAMPAIGNS Packet Pg. 263 TDC Meeting 5.29.14 24  5.c.b Local Communications Plan Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Target Audience • Permanent RESIDENTS of Emerald Coast Key media outlets • WEAR-TV • WALA-TV • WKRG-TV • The Destin Log • Northwest Florida Daily News • WFTW-AM • WNWF-AM Packet Pg. 264 TDC Meeting 5.29.14 25 TDC Meeting 5.29.14 Ongoing Social Media 5.c.b Packet Pg. 265 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 26  5.c.b Overview Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Objectives • Utilize social channels to reach current Emerald Coast visitors, future visitors and the local community • Provide a unique, two-way communication channel to call fans to action Strategies • Generate awareness about the Emerald Coast as a tourist destination with unique or crowd sourced content • Drive consideration by educating fans about the Emerald Coast • Encourage preference by engaging key online influencers in conversation Packet Pg. 266 TDC Meeting 5.29.14 27  5.c.b Channels Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Average Fans/Followers URL Monthly Network (As of 5/8/14) Engaged Users www.facebook.com/FloridasEmeraldC Facebook oast