Okaloosa County BOCC — May 29, 2014 — reading text

Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Southeast Tourism Society multimedia components • Provides annual coverage to a 12-state region, print and digital • Lead generation program Highlights: • FP4C: January 2015 Escape to the SE Travel Guide • 3,000-word web content with three sub-pages, 12 photos/hyperlinks, content video page • Unlimited calendar event page • E-newsletter spotlight • Facebook and Twitter links Investment & Return: • Cost: $3,400 • Impressions: 250,000 minimum (digital inclusion in Co-op) Packet Pg. 304 TDC Meeting 5.29.14 65  5.c.b Texas Monthly Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • High BDI overlay in award-winning editorial environment • 60% of subscribers are within Houston and Dallas/FW regions • Active and affluent travelers to Florida: 124 Index Highlights: • HP4C: March, May, August 2015 • Spring and Fall Travel Planner issues include RRC • May is Visit Florida edition, which includes advertorial and digital exposure Investment & Return: • Cost: $27,984 • Impressions: 919,053 minimum Packet Pg. 305 TDC Meeting 5.29.14 66  5.c.b Atlanta Magazine Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Provides additional frequency in highest BDI market • 70% of audience plan to visit Florida within the next 12 months • Highest subscribers of any Atlanta periodical, including many national magazines, for reaching affluent zips Highlights: • HP4C: December 2014, March and September 2015 • Placement in all Visit Florida editions • Includes 200-word advertorial and digital exposure Investment & Return: • Cost: $8,067 • Impressions: 202,155 minimum Packet Pg. 306 TDC Meeting 5.29.14 67 TDC Meeting 5.29.14 Digital Leisure 5.c.b Packet Pg. 307 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 68  5.c.b TripAdvisor Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Premier destination/travel research and review site • Ads would reach travelers when they are in booking consideration mode • 161 index, 13% reach against general Emerald Coast target Highlights: • Travel Sponsorship • Banner impression ownership across Destin/Ft. Walton travel hub • Module (see screenshot) allows for direct click to ECFL site, social sites, etc. This module can also be used for co-op • Competitive market targeting • Florida state sponsorship, allowing for banner rotation across Florida destination pages Investment & Return: • Cost: $79,000 • Impressions: 5.3M+ • Projected Site Visits: 19K Source: comScore Packet Pg. 308 TDC Meeting 5.29.14 69  5.c.b Centro Rocketfuel Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Historical site-side conversion driver • Reaches 61% of general Emerald Coast traveler, 112 index Highlights: • Behavioral and geo-targeted banners across Rocketfuel network of sites • Focus on Spring, Fall and Snowbird seasons Investment & Return: • Cost: $107,000 • Impressions: 15M+ • Projected Site Visits: 13K+ Source: comScore Packet Pg. 309 TDC Meeting 5.29.14 70  5.c.b Yahoo! Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Historical site-side conversion driver • 113 index, 100% reach against general Emerald Coast target Sample of Sites in Yahoo! Network Highlights: • Travel Channel rotation across relevant content • Behavioral and demo-targeted banners, refined for each campaign • Travel search retargeting • Tablet banners Investment & Return: • Cost: $130,000 • Impressions: 21M+ • Projected Site Visits: 14K+ Source: comScore Packet Pg. 310 TDC Meeting 5.29.14 71  5.c.b Sizmek Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Trading desk platform that allows for real-time impression bidding and optimization • Opportunity to scale across sites that reach our target audience • System optimizes to conversion • Bid on the right impression, to reach the right person at the right time Highlights: • Data-informed mix of standard banner, pre-roll and mobile aligns with consumer media consumption and content creation patterns • Program built on targeting from industry-leading data providers: • Peer39 – contextual targeting (Arts & Entertainment, Shopping, Food & Beverage and Travel) • Lotame and eXelate MasterCard used to target travel purchase intenders • Test buy to start as part of Spring campaign, with earmarked budget for subsequent campaigns Investment & Return: • Cost: $60,000 • Impressions: 19M+ • Projected Site Visits: 6.6K Packet Pg. 311 TDC Meeting 5.29.14 72 TDC Meeting 5.29.14 Sizmek Sample sites: 5.c.b Packet Pg. 312 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 73  5.c.b Google and Bing Search Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Opportunity to drive travel researchers directly to EmeraldCoasting.com, with opportunity to scale • CPC price structure minimizes risk • Built-in option to auto-optimize to keywords driving the highest volume of conversions • 83% of the general Emerald Coast target utilizes Google search; 46% utilizes Bing Highlights: • Target market geo-targeted text ads related to the following keyword categories: • Brand – “Destin,” “Destin Vacations”, “Ft. Walton Beach rentals” • Competitive – “Pensacola,” “Panama City Hotels” • General Travel – “vacation ideas,” “getaway destinations” • Campaign-specific Travel – “family summer vacation,” “spring getaway ideas”, “snowbird offers” • Ads targeted to search keywords as well as content keywords Investment & Return: • Cost: $151,737 • Est. site visits: 65K+ Source: comScore