Okaloosa County BOCC — May 29, 2014 — reading text

LinkedIn Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Hyper targeted option for reaching meeting planners when they are networking, seeking out professional information, and, in general, in the career/work-mindset • Compliments CVENT buy, reaching 48% of the CVENT audience • National coverage at low-risk CPC pricing model Highlights: • Image + Text ads targeted to: • Meeting Planners, based on job title • Meeting Grops/Association members (PCMA Global Meetings, MPI, etc.) • Option to test Lead Gen overlay, driving to ECC Linked In page Investment & Return: • Cost: $11,962 • Estimated Clicks: 2,991 Packet Pg. 412 TDC Meeting 5.29.14 173  5.c.b Google and Bing-Yahoo Search Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Reaches planners across multiple specialties as they actively seek out information related to market, venue, etc. • Places Emerald Coast Convention Center front and center to a qualified audience Highlights: • Text ads targeted to relevant keywords across general meeting planning and branded terms • We recommend focusing the budget on branded terms based on initial FY14 performance (sample terms: Destin conference center, convention center Destin Florida) • We would recommend opening targeting to national audience • CPC price structure minimizes waste • Enabling Google’s conversion-focused optimization tool further minimizes waste • Consider enabling re-messaging within Google network, reaching site visitors who did not request RFP info Investment & Return: • Cost: $6,811 • Majority of budget to be allocated to Google based on general usage • Estimated Clicks: 2.7k+ Packet Pg. 413 TDC Meeting 5.29.14 174  5.c.b Google and Bing-Yahoo Search, cont’d Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Sample Google Search Result Sample Bing-Yahoo Search Result Packet Pg. 414 TDC Meeting 5.29.14 175  TDC Meeting 5.29.14 Government Plan Corporate/Association/ 5.c.b Packet Pg. 415 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 176  5.c.b Collinson Media Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Comprehensive meeting planner platform, including events • Ad package encompasses Corporate/Association, Religious, Sports meeting planners • Strong lead generation partner • Discounts on marketplace events ($700 off each event) Highlights: • 3x HP4C in each publication: Connect, Collaborate, Rejuvenate with 6 HP of matching editorial • 4x insider series video sponsorship: includes pre-roll video, interview, e-blast, SM pushes • Inclusion of sales kit in meeting planner bags • 220 guaranteed leads Investment & Return: • Cost: $60,200 • Impressions: 374,500 minimum Packet Pg. 416 TDC Meeting 5.29.14 177  5.c.b Plan Your Meetings Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Reaches multiple types of planners: Corporate, Association, SMERF, Incentive Travel • Full year digital package also includes lead generation Highlights: • FP4C: Digital PYM magazine – 12 months • 3x weekly deals and highlights • 2x PYM live events • Custom email blast to 30,000 opt-ins • Destination Guide Editorial & Online ads • Includes splash page & top banner ad along with link • Customizable online business directory ad Investment & Return: • Cost: $5,000 • Impressions: 168,000 minimum Packet Pg. 417 TDC Meeting 5.29.14 178  5.c.b Small Market Meetings 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 • 11,000 planners: association, corporate, government, non-profit, medical, religious and educational meetings Highlights: • 6-month online banner advertising Investment: • Cost: $3,600 • Impressions: 30,000 minimum Packet Pg. 418 TDC Meeting 5.29.14 179  5.c.b Georgia Society of Association Executives Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Top feeder market for Emerald Coast • Direct access to important association market Highlights: • 12-month online banner advertising • Prime position located to the right of the featured video on GSAE-TV’s homepage: on-going education/news • Can change banner and URL landing page monthly Investment: • Cost: $2,025 (shared with Groups) • Impressions: TBD Packet Pg. 419 TDC Meeting 5.29.14 180  5.c.b Society of Association Executives Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Direct access to meeting planner associations in top meeting destination regions • Planners’ reliance continues to grow on 24/7 internet access – one click away – from destination/site planning details Highlights: • Ongoing advertising: • Florida • Louisiana • Alabama • Georgia • Tallahassee Investment & Return: • Cost: $10,475 • Impressions: TBD Packet Pg. 420 TDC Meeting 5.29.14 181  5.c.b Traveled to Florida & Went to Beach Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Southern Living Coastal Living Parents Family Circle FamilyFun EveryDay w/Rachel Ray Better Homes and Gardens More 0 50 100 150 200 250 300 Source: gfkMRI 2013 Doublebase Packet Pg. 421 TDC Meeting 5.29.14 182  5.c.b Visited Florida Theme Park Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Southern Living Coastal Living Parents Family Circle FamilyFun EveryDay w/Rachel Ray Better Homes and Gardens More 0 50 100 150 200 250 300 Source: gfkMRI 2013 Doublebase Packet Pg. 422 TDC Meeting 5.29.14 183  5.c.b Activity on Vacation: Shopping