Okaloosa County BOCC — May 29, 2014 — reading text

39  5.c.b Media Highlights Attachment: Strategic Marketing Plan 2014-2015 (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. 279 TDC Meeting 5.29.14 40 TDC Meeting 5.29.14 Media Plan Preview 5.c.b Packet Pg. 280 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 41 TDC Meeting 5.29.14 5.c.b Packet Pg. 281 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 42 TDC Meeting 5.29.14 5.c.b Packet Pg. 282 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 43 TDC Meeting 5.29.14 Florida and Beach Centric 5.c.b Packet Pg. 283 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 44  5.c.b 2015 Official Visit Florida Visitors Guide Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Distribution to qualified travelers actively planning a Florida vacation; includes five Florida welcome centers • Covers beaches, outdoors, entertainment, dining, maps, regional must-see lists Highlights: • Circulation: 600,000 • Visit Florida FP4C – January insertion • Inclusion in e-Book – 10 million visits per year and listing in Guide’s planning section Investment & Return: • Cost: $15,956 • Impressions: 600,000 minimum Packet Pg. 284 TDC Meeting 5.29.14 45  5.c.b Beaches, Resorts & Parks Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Nationwide in all Barnes & Noble, Books-A-Million, Publix and Kroger • Focused solely on Northwest Florida and Alabama Gulf Coast • Available online at beachesresortsparks.com and on the Facebook page (32,643 followers) • Distributed to Henderson Beach State Park visitors Highlights: • 200,000 copies distributed annually • FP4C: December 2014-July 2015 • Increased distribution in Texas (17 major chains) Investment & Return: • Cost: $6,020 • Impressions: 400,000 minimum Packet Pg. 285 TDC Meeting 5.29.14 46  5.c.b Life’s A Beach Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Distributed at trade shows in U.S. and Canada to meeting planners, in welcome centers, on military bases, and among travel agents; has retail distribution on Emerald Coast and is an in-room vacation guide Highlights: • 500,000 circulation • FP4C: Full year exposure • Visitors guide to the Emerald Coast (print and digital) • Articles, maps, locations, landmarks Investment & Return: • Cost: $9,925 • Impressions: 500,000 minimum Packet Pg. 286 TDC Meeting 5.29.14 47 TDC Meeting 5.29.14 Ongoing Television 5.c.b Packet Pg. 287 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 48  5.c.b PBS: Getting Away Together Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Reaches upscale PBS viewer, frequent traveler • Aired in 57 U.S. markets with international play • Coverage in stretch markets: New York, Boston, D.C., Orlando • United Kingdom, Italy, Asia, Russia, Singapore, Thailand, China/Hong Kong, Israel, India • A program specifically highlighting group travel DMOs: family reunions, girls getaways, special occasion/milestone travel Highlights: • Half-hour program projected to air a minimum of 14x • Social media pushes, including blogging, archived online • Emerald Coast video usage rights Investment & Return: • Cost: $0 (paid for in FY2013/2014) • Minimum: $95,000 value Packet Pg. 288 TDC Meeting 5.29.14 49  5.c.b PBS: Family Travel with Colleen Kelly Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Reaches upscale PBS viewer, frequent traveler • Aired in 160 U.S. markets with international play • Coverage in stretch markets: New York, Boston, D.C., Orlando and Chicago • A program specifically highlighting traveling with kids of all ages Highlights: • Half-hour program projected to air a minimum of 6x • Social media pushes, including blogging, archived online • Emerald Coast video usage rights Investment & Return: • Cost: $0 (paid for in FY2013/2014) • Minimum: $175,000 value Packet Pg. 289 TDC Meeting 5.29.14 50 TDC Meeting 5.29.14 Television 5.c.b Packet Pg. 290 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 51  5.c.b National Cable Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Strong brand awareness generating tactic • Target audience is a heavy cable viewer Highlights: • Purchase :30 and :15 spots to extend overall presence • 2 networks deep for 13 weeks • Weather content and female-skewing network • Estimated 380 spots Investment & Return: • Cost: $270,000 • Impressions: 41,489,000 minimum Packet Pg. 291 TDC Meeting 5.29.14 52  5.c.b Bill Dance Outdoors Sponsorship: TV+ Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • No.1 fishing authority on TV • Airs on three cable networks: NBC Sports, Outdoor Channel and newly added Destination America Highlights: • Television segments filmed and featuring Emerald Coast • Full year national television exposure • 26x Facebook “fishing conditions” updates • Billdanceoutdoors.com banner ads • Bill Dance YouTube – Emerald Coast episodes • Bill Dance personal endorsement and usage Investment & Return: • Cost: $55,000 • Impressions: 8,475,000 Packet Pg. 292 TDC Meeting 5.29.14 53  5.c.b Destination Network TV Attachment: Strategic Marketing Plan