Okaloosa County BOCC — May 29, 2014 — reading text

Impressions Campaign Dollars Alabama Motorcoach FP4C: Directory – Aug 550 Groups $2,300 2015 & HP4C: Newsletter – Apr 2015 Religious Travel Directory Banner advertising – 12 48,000 Groups $2,290 months, Sep 2014 – Oct 2015 & Religious Site InSpection: site profile with multiple images & links back to site Going On Faith Banner advertising – 12 60,000 Groups $3,600 months, Sep 2014 – Oct 2015 Small Market Meetings Banner advertising – 6 30,000 Groups $3,600 months – dates TBD Ad Serving Fees Groups $2,000 $110,235 Packet Pg. 380 TDC Meeting 5.29.14 141  5.c.b Meetings & Conventions Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Vendor Opportunity Impressions Campaign Dollars Meetings Focus Lead generation partner: call N/A Meetings/Conventions $6,500 center – 90 hours of lead generation of multi-segments Collinson Media Media & Lead Generation 374,500 Meetings/Conventions $60,200 package: HP4C: 3x each in Connect, Collaborate & Rejuvenate with 6 HP of matching editorial, 4x Insider Series video sponsorship (pre-roll, interview, e-blast, SM pushes), inclusion in sales kits & 220 guaranteed leads Plan Your Meetings FP4C: Digital PYM Magazine 168,000 Meetings/Conventions $5,000 12-months, 3x Weekly Deals & Highlights, 2x PYM Live Events, custom e-blast, Destination Guide editorial & online ads (includes splash page & top banner ad along with link), customized online business directory ad 12- months and 80 hours of lead generation Packet Pg. 381 TDC Meeting 5.29.14 142  5.c.b Meetings & Conventions Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Vendor Opportunity Impressions Campaign Dollars CVENT 2 Diamond Listing, N/A Meetings/Conventions $5,802 Suggested Ads Google/Bing-Yahoo Text ads targeted to N/A Meetings/Conventions $6,811 Search Branded and General meeting search terms LinkedIn Targeted image + copy Est. 14M+ Meetings/Conventions $11,962 ad, lead gen toolbar GSAE-TV Banner advertising – 12 TBD Meetings/Conventions/ $2,025 months, Sep 2014 – Oct Groups 2015 Christian Meetings & HP4C: all quarterly issues 3,600 Meetings/Conventions $1,200 Conventions Association of the fiscal year Ad Serving Fees Meetings/Conventions $500 $100,000 Packet Pg. 382 TDC Meeting 5.29.14 143 TDC Meeting 5.29.14 Measuring Success 5.c.b Packet Pg. 383 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing  5.c.b Measuring Success Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Performance will be measured by: Ongoing Performance: • Unique visits to website • Social media performance • Bed tax revenue • Visitation • Visitor spending Campaign Performance: • Track and report online metrics (impressions, clicks, click rate, etc.) Packet Pg. 384 TDC Meeting 5.29.14 TDC Meeting 5.29.14 Marketing Plan Budget 5.c.b Packet Pg. 385 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing  5.c.b Consolidated Strategic Marketing Plan Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Activity Dollars Promotional Items & Collateral (Trade Shows, Sales Calls, Film, Visitor Center, ECCC, & Other) $83,370 Local Event Promotional Activities $4,700 Trade Show Fees $65,655 Advertising Agency (Base Services & Travel) $465,000 Advertising Agency (Media Planning & Purchasing) $100,000 Website Development & Maintenance $82,500 Familiarization Tours, Press Visits $70,400 Media Campaign (Fall/Winter, Christmas, Snowbird, Spring/Summer, Non-Seasonal/Niche, Groups, $1,914,775 Meetings/Conventions) Campaign Production $200,000 Special Events (Application Funding & Direct Advertising) $225,000 Airport, Welcome Center, & Publication Advertising $11,210 Promotional Reserve $100,000 Grand Total Promotional Activities (-548xxx accounts) $3,322,610 Packet Pg. 386 TDC Meeting 5.29.14  5.c.b Promotional Reserve Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Promotional Reserve funds may be appropriated in accordance with County approval authority and with concurrence of the TDC Chairman. A monthly reconciliation of the use of promotional reserve funds will be provided to the TDC and BCC for informational purposes. Packet Pg. 387 TDC Meeting 5.29.14  TDC Meeting 5.29.14 +600K Incremental Digital Spend, 5.c.b Packet Pg. 388 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 149  5.c.b Google and Bing Search: Increased Budget Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Projected cost per site visitor is $2.30, representing the third lowest cost per on the plan • According to Google, there is room to scale based on search impression share • Search impression share = Advertiser’s estimated share of search network impressions, based on total impression pool and advertiser’s presence within that network Highlights: • Plus up presence across Brand, Competitive and General Travel categories, as these have shown the greatest opportunity to scale • Spend to achieve 60-80% share of voice from Spring to Holiday, ensuring adequate coverage against highly competitive, highly relevant terms • Maintain baseline presence for campaign-specific terms • 400% increase in projected site visits from an audience that is actively seeking out related travel/beach information