Okaloosa County BOCC — May 29, 2014 — reading text

Packet Pg. 313 TDC Meeting 5.29.14 74  5.c.b Google Re-messaging Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: Banner on YouTube.com • Re-messaging is a proven means of bringing back non-converting visitors, allowing the brand another opportunity to influence a conversion • Google offers re-messaging at a low CPC price structure • Banners run across Google Display Network, reaching 98% of Emerald Coast general target Highlights: • Banners targeted to site visitors that did not take action beyond viewing the initial landing page Samples of Sites in Google Display Network. Investment & Return: • Cost: $1,838 • Est. site visits: 1,528 Source: comScore Packet Pg. 314 TDC Meeting 5.29.14 75  5.c.b Facebook Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Facebook’s third-party data partnerships allow us to layer in a wide variety of targeting options, creating opportunities to customize for each campaign • CPC pricing minimizes risk of wasted impressions • Historically efficient site traffic driver Highlights: • Tile ads and News feed ads targeted to Spring, Summer, Fall, Holiday and Snowbirds Investment & Return: • Cost: $15,898 • Est. site visits: 11K+ Source: comScore Packet Pg. 315 TDC Meeting 5.29.14 76  5.c.b Digital Leisure: Baseline Plan Recap Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Well-rounded plan with a mix of marquee and workhorse placements Site Placements Spend Impressions Projected Cost per Site Visits Visit TripAdvisor Destination and $79,000 5,263,157 19,272 $4.10 Competition Targeted Banners Yahoo! BT/Geo-targeting, $130,000 21,035,012 14,188 $9.16 Search Retargeting Sizmek Real Time Bidding $60,000 19,130,435 6,584 $9.11 Partner Centro-Rocletfuel BT/Geo-targeting $107,000 15,220,485 13,620 $7.86 Google & Bing/Yahoo Campaign-Specific and $151,737 n/a 65,137 $2.33 General Keyword- triggered Search Ads Facebook Geo-and Behaviorally $15,898 n/a 11,188 $1.42 Targeted Tile Ads Google Display Re-messaging Banners $1,838 n/a 1,528 $1.20 Sizmek Ad Serving Fees $6,120 n/a n/a n/a Total $553,900 61,199,089 131,893 $4.14 Packet Pg. 316 TDC Meeting 5.29.14 77 TDC Meeting 5.29.14 Co-op Media Plan Integrated Marketing 5.c.b Packet Pg. 317 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 78  5.c.b Coastal Living Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • High propensity for travel to Florida: 154 Target Index • Active travelers, especially to Florida – beach, boating, cultural events and outdoor activities • 1/3 of circulation within driving distance of Emerald Coast Highlights: • Circulation: 469,323 (east of the Mississippi) • AL, MS, GA, FL, WI, IL, KY, TN, IN, MI, OH, WV, VA, NC, SC, PA, DE, MD, DC, NY, NJ, CT, RI, MA, NH, ME, MA, VT • FP4C: Visit Florida February and April 2015 • Bonus advertorial, RRC and leads, mini co-op in March & May 2015 issues, online edition with links, e-newsletters Investment & Return: • Emerald Coast cost: $20,000 per insertion • Cost per two partners: $2,000 per insertion • Impressions: 938,646 minimum Packet Pg. 318 TDC Meeting 5.29.14 79  5.c.b Coastal Living Digital Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Complements print buy Highlights: • Banner rotation throughout CoastalLiving.com with emphasis on Travel Channel • ROS ad units 300x250, 728x90 • Up to two months flighting • Timing TBD, but likely between Feb’15 and June ‘16 (depending on final timing, we may or may not have to shift budget to following fiscal) Investment & Return: • Emerald Coast cost: $5,000 • Cost per six partners: $833 • Impressions: 1,000,000 total (500k for Emerald Coast) Packet Pg. 319 TDC Meeting 5.29.14 80  5.c.b Southern Living, Digital Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Relevant beach content alignment • Complements print proposal Highlights: • 100% SOV of Florida’s Best Beaches editorial package – October and November ’14 • Homepage roadblocks • Run of Site media • Enewsletter Sponsorships Investment & Return: • Emerald Coast cost: $25,000 • Cost per twelve partners: $2,083 • Impressions: Est. 1,250,000 total (625k for Emerald Coast) Packet Pg. 320 TDC Meeting 5.29.14 81  5.c.b Collinson Media & Events Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Multimedia platform offering print and online components • Guaranteed online impressions/website click-thrus • Strong lead generation partner Highlights: • FP4C: Visit Florida In-State Newspaper insert – June 14, 2015 • 500,000 print impressions • 8,000,000 online impressions • 4,000 guaranteed leads Investment & Return: • Emerald Coast cost: $19,400 • Cost per four partners: $1,400 • Impressions: 8,500,000 minimum Packet Pg. 321 TDC Meeting 5.29.14 82  5.c.b Collinson Media & Events, Digital Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Guaranteed online impressions / website click-thrus • Strong lead generation partner Highlights: • Visit Florida Online Banner Network • 1,000,000 impressions • Standard banner rotation • Visit Florida Pre-Roll Banner Network • :30 video ad • :00-:10 destination • :11-:25 co-op partner • :25-:30 VF brand • Estimated 5k clicks Investment & Return: • Emerald Coast cost: $20,000 • Cost per ten partners: $2,000 • Impressions: 2,500,000 minimum Packet Pg. 322 TDC Meeting 5.29.14 83