Okaloosa County BOCC — May 29, 2014 — reading text

TBD Spring, Summer, $25,000 negotiation Fall, Christmas Packet Pg. 367 TDC Meeting 5.29.14 128  5.c.b Leisure Transient Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Vendor Opportunity Impressions Campaign Dollars Canadian Traveller FP4C: Visit Florida 2015 Canadian 1,520,000 Snowbirds $26,100 Guide – Jan, 2015 & FP4C: Canadian Traveller Fall Guide – Aug 2015 plus 12x e-newsletters, 6x online articles with 2x Social Media pushes, sweepstakes (print, online, e-blast promotion) and 4+ page Destination Feature of the Week in CT TRAVEL INDUSTRY publication Dreamscapes 2/3P4C: Visit Florida Fall/Winter 212,000 Snowbirds $7,900 (10/22/14) & Winter (11/26/14) – includes editorial features Crossings FP4C: Visit Florida Fall/Winter 150,000 Snowbirds $4,500 (10/10/14) – includes editorial feature Toronto Life FP4C: Visit Florida – Escape to the 89,082 Snowbirds $11,387 South – Jan 2015 – includes e- version International Travel Guide HP4C: Visit Florida – Jan 2015 – 74,925 Spring, Summer, $6,110 includes e-version and video links Fall, Snowbirds Packet Pg. 368 TDC Meeting 5.29.14 129  5.c.b Leisure Transient Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Vendor Opportunity Impressions Campaign Dollars TripAdvisor Content module, Destination 5,263,158 Spring, Summer, Fall, $79,000 content banner rotation Christmas Centro – Rocketfuel Behavioral and Demo-targeted 15,220,485 Spring, Fall $107,000 Banners Yahoo! Search re-targeting, Travel 21,035,012 Spring, Summer, Fall, $130,000 content rotation, Behavioral and Christmas demo-targeting Sizmek Real Time Bidding platform test 19,130,435 Spring, Summer, Fall $60,000 Google Search Keywords search + text ads in N/A (46,460 Spring, Summer, Fall, $99,465 display network clicks) Christmas Google Display re-messaging N/A (2,450 Spring, Summer, Fall, $1,838 clicks) Christmas Bing-Yahoo! Search Keyword search + text ads in N/A (24,416 Spring, Summer, Fall, $52,272 display network clicks) Christmas Facebook Targeted tile ads and newsfeed N/A (25,724 Spring, Summer, Fall, $15,898 ads clicks) Christmas Packet Pg. 369 TDC Meeting 5.29.14 130  5.c.b Leisure Transient Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Vendor Opportunity Impressions Dollars Ad serving fee estimate $10,401 Radio Promotional Costs $2,725 TOTAL 205,594,334 $1,503,025 Incremental N/A (289,782 $596,975 Recommendation additional clicks) TOTAL (Baseline + Incremental) 350,094,334 $2,100,000 Packet Pg. 370 TDC Meeting 5.29.14 131  5.c.b Co-op Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Vendor Opportunity Impressions Campaign Dollars Coastal Living FP4C: Visit Florida Feb 938,646 Spring, Summer $40,000 & Apr 2015 – includes advertorial, RRC with leads, mini co-op in Mar & May 2015 issues, e-version with links, e-newsletters Collinson Media: FP4C: Visit Florida – 8,500,000 Summer, Fall $19,400 Newspaper Insert In-State – Jun 2015 – includes 4,000 leads and digital impressions EveryDay with Rachel 2/3P4C: Autumn Travel 187,300 Christmas, Snowbirds $10,995 Ray/More to Southeast – Sep 2015 – includes guaranteed 7,500 online clicks Packet Pg. 371 TDC Meeting 5.29.14 132  5.c.b Co-op Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Vendor Opportunity Impressions Campaign Dollars Atlanta Eats TV/Radio contest/promotion, 1,768,345 Spring, Summer $12,500 includes TV: 4-minute segment & :30 sec spots, Radio: 6-minute interview & :30 sec spots, SM posts, blog content & online exposure Atlanta Braves Radio package in negotiation TBD Spring, Summer, Fall, $7,500 Christmas Canadian Traveller FP4C: Visit Florida – Jan or Aug 130,000 Snowbirds $2,463 2015 Canadian Guide (recommendation is Jan). Increases full Emerald Coast to 2x FP4C Montreal Gazette: FP4C: Fall (Sep/Oct 2014) & 175,518 Snowbirds $5,192 Urban Expressions Winter (Nov/Dec 2014) Magazine International Travel FP4C: Visit Florida – Jan 2015 – 74,925 Spring, Summer, Fall, $7,045 Guide includes e-version and video Snowbirds links. Increases Full Emerald Coast to 1 ½ pages 4C Packet Pg. 372 TDC Meeting 5.29.14 133  5.c.b Co-op Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Vendor Opportunity Impressions Campaign Dollars Escape to Southeast Jan 2015 – Escape to SE 250,000 Spring, Summer, Fall, $1,300 Travel Guide – digital Snowbirds package components Birmingham Weddings & FP4C: Winter (Jan 2015) & 36,000 Non-Seasonal/Niche $2,500 Celebrations Summer (Jul 2015) editions – distributed at Bridal Show in July NW Florida Weddings FP4C with 2-page 261,311 Non-Seasonal/Niche $4,675 advertorial: Jan 2015 – distributed in Tallahassee, NW Florida, Birmingham & Atlanta. Includes 16x SM pushes along with Bridal Expo hand-outs in Atlanta (Jan 2015) & Birmingham (Apr 2015) DCMilitary Life Banner advertising – 12 600,000 Non-Seasonal/Niche $3,000 months, Sep 2014 – Oct 2015 Packet Pg. 373 TDC Meeting 5.29.14 134  5.c.b Co-op Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Vendor Opportunity