Okaloosa County BOCC — May 29, 2014 — reading text

Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Tour and motorcoach planners and operators association • Polled preference for obtaining destination advertising information: 64% went to website based on advertising Highlights: • Largest customer segments: mature adults (A65+), student groups and adult groups 45-54 years of age • 15,500 average unique visitors per month • 12-month online banner advertising Investment & Return: • Cost: $6,000 • Impressions: 186,000 minimum Packet Pg. 399 TDC Meeting 5.29.14 160  5.c.b Florida and Alabama Motor Coach Associations Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Direct access to top feeder market group travel associations • Members are responsible for planning and operations • Florida: recently re-organized and is managed by ABA Highlights: • Florida: 12-month banner advertising in FMA Bus Bulletin and online travel directory • Alabama: FP4C in annual directory and QP4C in Spring newsletter Investment & Return: • Cost: $3,150 • Impressions: 40,550 minimum Packet Pg. 400 TDC Meeting 5.29.14 161  5.c.b Red Hot Celebrations Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • The travel trade’s event connection • Mission is to be a one-stop shop for tour operators looking to add value to their itineraries by including special events • Database, e-newsletter and website platforms Highlights: • DMO package includes listing of up to three events as part of Red Hot Celebrations’ website and planner e- blast • 2x customized, geo-targeted e-newsletters – 100% SOV Investment & Return: • Cost: $1,250 • Impressions: 30,500 minimum Packet Pg. 401 TDC Meeting 5.29.14 162  TDC Meeting 5.29.14 Religious Groups Plan 5.c.b Packet Pg. 402 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 163  5.c.b Christian Meetings & Conventions Association Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Official newsletter of the Christian Meetings & Conventions Association Highlights: • Circulation: 1,200 • HP4C: in each quarterly issue within FY • Winter (January), Spring (April), Summer (August) Investment & Return: • Cost: $1,200 • Impressions: 3,600 minimum Packet Pg. 403 TDC Meeting 5.29.14 164  5.c.b Religious Travel Directory Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Part of Premier Travel Media – network of over 130,000 planners • Integrated print and digital products and site profile summaries Highlights: • 12-month online banner advertising • Religious site inspection: site profile with multiple images, links back to Emerald Coast site Investment & Return: • Cost: $2,290 • Impressions: 48,000 minimum Packet Pg. 404 TDC Meeting 5.29.14 165  5.c.b Going On Faith Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Part of industry recognized The Group Travel Leader family of publications/websites • Strong voice of faith-based travel • Over 7,000 qualified travel planners for churches and religious organizations Highlights: • 12-month online banner advertising Investment: • Cost: $3,600 • Impressions: 60,000 minimum Packet Pg. 405 TDC Meeting 5.29.14 166  TDC Meeting 5.29.14 Meetings & Conventions Plan 5.c.b Packet Pg. 406 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 167  TDC Meeting 5.29.14 Trade Lead Generation Plan 5.c.b Packet Pg. 407 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 168  5.c.b Meetings Focus Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • ECCC/CVB supplies criteria • Project becomes turnkey • Delivered higher-qualified lead base Highlights: • Prospect calling/lead generation by industry reps • Daily and weekly reports – all calls recorded/verified • Have been provided leads this FY Investment & Return: • Cost: $6,500 • 90 hours of calls • Estimated room nights provided/various conversions applied to estimate ROI Packet Pg. 408 TDC Meeting 5.29.14 169  5.c.b Integrated Hospitality Sales Solutions Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Industry experience of 30+ years • Marketing professionals who contract with DMOs and hotels primarily to grow qualified leads and overall revenue base Highlights: • Call center and digital contact strategies • Agreed-upon criteria including market segments and call script • 1,000 multi-contact leads Investment & Return: • Cost: $15,000 and booking commission of 10.5% • Estimated conversion rate of 20% - $1,000,000 room night bookings Packet Pg. 409 TDC Meeting 5.29.14 170  5.c.b CVENT Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Convention Center listed under Supplier Network, driving to Diamond Listing Rationale: • Premier hub for meeting planners, serving as a portal for global destination and accommodation information • Suggested ad placement sold on a cost per lead basis Highlights: • 2-Diamond Listing, with opportunity to refresh content and images • Suggested ad lead-generating listing Investment & Return: • Cost: $5,802 • $1,000 allocated to Suggested Ads, with 15 guaranteed leads Packet Pg. 410 TDC Meeting 5.29.14 171  5.c.b CVENT, cont’d Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing • Suggested ads reach meeting planners when they are in the RFP submission process, comparing venues and locations • Ads show only next to other venues that are similar to the Emerald Coast Convention Center in terms of size, location and rating. This ensures relevancy based on meeting planner’s searches, research and RFP parameters • Suggested ads ensure qualified leads on a low risk pricing model Packet Pg. 411 TDC Meeting 5.29.14 172  5.c.b