Okaloosa County BOCC — May 29, 2014 — reading text

Meeting 5.29.14 119  5.c.b Canadian Traveller, Digital Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Online presence complements print commitment, allowing for maximum coverage against Canadian Snowbird market Highlights: • Impressions across CanadianTraveller.net • Newsletter banners • Recommend further enhancing reach with publisher social postings Investment & Return: • Emerald Coast cost: $4,350 • Cost per six partners: $725 • Impressions: 159,000 minimum • Please note that we will also have 1.5M+ impressions as part of the stand alone leisure buy Packet Pg. 359 TDC Meeting 5.29.14 120  5.c.b Urban Expressions Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Home delivered by The Montreal Gazette • 76% of readers consider it their main source of information on travel Highlights: • Circulation: 87,759 • Published by The Montreal Gazette newspaper • FP4C: Fall (September 2014) and Winter (November 2014) issues Investment & Return: • Emerald Coast cost: $2,596 per issue • Cost per three partners: $550 • Impressions: 175,518 minimum Packet Pg. 360 TDC Meeting 5.29.14 121  5.c.b International Travel Guide Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Visit Florida fulfillment piece, available in print and online • Distributed in 17 markets, including entire U.K. • Three language editions: English, French, German Highlights: Distribution by Country / • FP4C: January 2015 – full year exposure Language • Distributed at trade and consumer travel shows • Digital edition includes live website and video links 21% 53% 13% Investment & Return: • Emerald Coast cost: $7,045 13% • Cost per three partners: $785 UK France Germany English • Impressions: 74,925 minimum Packet Pg. 361 TDC Meeting 5.29.14 122  TDC Meeting 5.29.14 Group Canadian Plan 5.c.b Packet Pg. 362 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 123  5.c.b Canadian Motor Coach Association Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • National association representing 3 out of 4 motor coach and tour operators in Canada • Governed by Board of Directors comprised equally of bus and tour operators • Represents a merging of: • Western Canada • Ontario • Quebec Highlights: • 12-month online banner advertising Investment & Return: • Cost: $2,250 • Impressions: 48,000 minimum Packet Pg. 363 TDC Meeting 5.29.14 124  TDC Meeting 5.29.14 Media Detail 5.c.b Packet Pg. 364 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 125  5.c.b Leisure Transient Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Vendor Opportunity Impressions Campaign Dollars Official VF Visitor’s FP4C: Jan 2015 with e-book 600,000 Spring, Summer, Fall $15,956 Guide inclusion Beaches, Resorts & FP4C: Dec 2014 – Jul 2015 400,000 Spring, Summer, Fall $6,020 Parks Life’s A Beach FP4C: Sep 2014 – Oct 2015 500,000 Spring, Summer, Fall $9,925 National Cable Estimated 380x :30 & :15 spots: 41,489,000 Spring, Summer, Fall $270,000 Weather Channel & Cooking Channel Bill Dance TV TV segments, FB, banner ads, 8,475,000 Spring, Summer, Fall $55,000 endorsement & usage Destination Network :30 & :15 spots: 28 weeks 12,261,000 Spring, Summer, Fall $42,500 TV Satellite Radio Estimated 852x :30 spots, 17 23,316,000 Spring, Fall, Christmas $38,250 weeks Spot Market Radio Brand & Promotional Radio, 12 22,099,060 Spring, Summer, Fall, $113,000 weeks Christmas Coastal Living FP4C: Nov 2014 and Visit 1,407,969 Spring, Summer, $72,000 Florida Feb & Apr – includes Christmas bonus advertorial, leads, online travel deal features, e-newsletters with leads, mini co-op in Mar & May 2015 issues, e-version with links, Packet Pg. 365 TDC Meeting 5.29.14 126  5.c.b Leisure Transient Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Vendor Opportunity Impressions Campaign Dollars Southern Living HP4C: Jan and Mar 2015 – 4,150,000 Spring, Summer $90,262 includes RSC for leads Better Homes and HP4C: Feb and March 2015 – 1,000,000 Spring, Summer $27,115 Gardens, EveryDay with Visit South – includes Rachel Ray, More, Family advertorial, SM and lead Circle generation Better Homes & Gardens, HP4C: Jun and July 2015 – 300,000 Summer, Fall $13,950 EveryDay with Rachel Ray, 2,500 leads guaranteed and More lead generation Collinson Media: FP4C: Visit Florida – Out-Of- 8,500,000 Spring, Summer $25,000 Newspaper Insert State – Feb 2015 – includes 4,000 leads and digital impressions Collinson Media: FP4C: Visit Florida – America’s 8,500,000 Spring, Summer $25,000 Newpaper Insert Best Vacations – Apr 2015 – includes 4,000 leads and digital impressions Packet Pg. 366 TDC Meeting 5.29.14 127  5.c.b Leisure Transient Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Vendor Opportunity Impressions Campaign Dollars Collinson Media: HP4C: Visit Florida – Fall 8,530,000 Fall $20,000 Newspaper Insert 2014, Oct 14 – includes 4,000 leads and digital impressions. Also includes HP4C Co-op print and Atlanta e-blast Escape to Southeast FP4C: Jan 2015 – Escape 250,000 Spring, Summer, $3,400 to SE Travel Guide - Fall includes lead generation Texas Monthly HP4C: Mar, May (Visit 919,053 Spring, Summer, $27,984 Florida) & Aug 2015 – Fall includes advertorial, digital and lead generation Atlanta Magazine HP4C: Dec 2014, Mar & 202,155 Spring, Summer, $8,067 Sept 2015 – 100% Visit Fall Florida – includes advertorial and digital Atlanta Braves Radio package in