Okaloosa County BOCC — May 29, 2014 — reading text

5.c.b Fall Travel to Southeast Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Multi-media platform offering print and online components • Guaranteed online impressions / website click-thrus • Southeast editions of national female-targeted magazines Highlights: • 2/3P4C: September 2015 • AL, GA, LA, TN, TX, MS, KY • 7,500 guaranteed minimum clicks Investment & Return: • Emerald Coast cost: $10,995 • Cost per two partners: $1,000 • Impressions: 187,300 minimum Packet Pg. 323 TDC Meeting 5.29.14 84  5.c.b Escape to the Southeast Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Southeast Tourism Society multimedia components • Provides annual coverage to 12-state region, print and digital • Lead generation program Highlights: • 3000 word web content with 3 sub-pages, 12 photos/hyperlinks, content video page • Unlimited calendar event page • E-newsletter spotlight • Facebook and Twitter links Investment & Return: • Emerald Coast cost: $1,300 • Cost per six partners: $217 • Impressions: 250,000 minimum (print inclusion in Leisure) Packet Pg. 324 TDC Meeting 5.29.14 85  5.c.b Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Integrated Marketing – Atlanta Heavy-up Co-op Media Plan Packet Pg. 325 TDC Meeting 5.29.14 86  5.c.b Atlanta Eats Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Multimedia platform aimed at high-income Atlantans • Program airs on Saturdays and Sundays • Provides contests and long-form content opportunities Highlights: • Content and promotion for eight weeks in-market on TV and radio • Television: 4-minute segment and :30 spots • Radio: 6-minute interview segment and :30 spots • Social media posts: Facebook, Twitter, Instagram • Blog content and additional online exposure Investment & Return: • Emerald Coast cost: $12,500 • Cost per nine partners: $1,389 • Impressions: 1,768,345 minimum Requires prize package of $2,000 and accommodations for TV/Radio crew for Emerald Coast/partners production Packet Pg. 326 TDC Meeting 5.29.14 87  5.c.b Atlanta Braves Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Major league’s winningest franchise since 1991 • 3rd most popular team & No. 1 in South • Far-reaching fan base Highlights: • Package in development for pre-game network radio • Estimated exposure full season • Advertising schedule would span for most major promotional windows Investment & Return: • Emerald Coast cost: $25,000 (full package: $40,000) • Co-op portion in development • 50% Co-op Cost: $7,500 • Impressions: TBD Packet Pg. 327 TDC Meeting 5.29.14 88 TDC Meeting 5.29.14 Weddings Co-Op Media Plan 5.c.b Packet Pg. 328 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 89  5.c.b NW Florida Weddings Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Integrated Rowland Publishing package with print, digital, SM and email blasts • Direct mailed via Tallahassee, Emerald Coast and 850 Business Magazines • Also available in Books-A-Million/Barnes & Noble in NW Florida, Atlanta and Birmingham for 12 months Highlights: • FP4C two-page advertorial with tablet click-thru – Jan 2015 • Atlanta and Birmingham Wedding Expos (Jan, Apr) • 16x Social Media pushes: FB, Twitter, Instagram, Pinterest Investment & Return: • Emerald Coast cost: $4,675 • Cost per six partners: $780 • Impressions: 261,311 minimum Packet Pg. 329 TDC Meeting 5.29.14 90  5.c.b Birmingham Weddings & Celebrations Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Top wedding publication in market • Filled with helpful tips and important resource information • Poly-bagged with magazine and mailed to select zips and sold at retail Highlights: • Circulation: 18,000 • FP4C: Winter and Summer editions – Jan and July 2015 • Publication also has a bridal show in July Investment & Return: • Emerald Coast cost: $1,250 per insertion • Cost per three partners: $417 per insertion • Impressions: 36,000 minimum Packet Pg. 330 TDC Meeting 5.29.14 91  5.c.b The Knot Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • A leading wedding/bridal media vendor in print and online Highlights: • 12-month package includes: • Destination Wedding Profile • Destination Wedding Featured Vendor • Wedding Venues Storefront • Weddings Venues Featured Vendor • US Honeymoon and Travel Preferred Position • FP4C Wedding Venues – Fall/Winter • Wedding Venues Print Profile • Direct marketing lists Investment & Return: • Emerald Coast cost: $4,250 • Cost per six partners: $708 • Impressions: 450,000 (225k for Emerald Coast) Packet Pg. 331 TDC Meeting 5.29.14 92 TDC Meeting 5.29.14 Groups Wedding Plan 5.c.b Packet Pg. 332 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 93  5.c.b The Knot Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • A leading wedding/bridal media vendor in print and online Highlights: • 12-month Package includes: • Destination Wedding Profile • Destination Wedding Featured Vendor • Wedding Venues Storefront • Wedding Venues Featured Vendor • US Honeymoon and Travel Preferred Position • FP4C Wedding Venues – Fall/Winter • Wedding Venues Print Profile • Direct marketing lists Investment & Return: • Cost: $8,500 • Impressions: 450,000 Packet Pg. 333 TDC Meeting 5.29.14 94  5.c.b Southern Bride Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Multi-platform weddings/bridal resource: print, .com, blog, app, FB, Twitter, Pinterest and Instagram • Sold in retail outlets and available in advertisers’ locations, upscale spas, hotels and bridal shows throughout the South Highlights: • HP4C: Winter/Spring and Summer/Fall (mid-Dec. and