Okaloosa County BOCC — July 21, 2016 — I. g. FY17 SMP Q1

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: July 21, 2016 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director Charlotte Dunworth, Finance, Administration, & Compliance Manager SUBJECT: FY 2016-17 Quarterly Strategic Marketing Plan: Oct – Dec 2016 STATEMENT OF ISSUE: Request approval of the FY 2016-17 Quarterly Strategic Marketing Plan for October – December 2016. BACKGROUND: Specific media details are not included in the annual Strategic Marketing Plan (SMP) due to the dynamic nature of the marketing world and the challenges and constraints posed by including specific media details so far in advance of actual media placement. However, quarterly SMP’s will provide media spend by campaign and media type, as well as details regarding specific activities such as trade shows, public relations, and co-op programs – ultimately increasing transparency and information provided to the Council and Board for review and approval. Peter Mayer’s media placement responsibilities terminate on September 30. Due to in-house marketing position vacancies for most of the current year, a media plan has not yet been developed for FY 2017. Staff is proposing to place media during October - December 2016 (and possibly January – March 2017) that mirrors what was vetted by Peter Mayer and approved by the County for the same time period(s) last year. OPTIONS: Approve or Deny RECOMMENDATION TO BCC: Approve the following: 1) FY 2016-17 Quarterly Strategic Marketing Plan for October – December 2016 2) Placement of media during October - December 2016 that mirrors what was vetted by Peter Mayer and approved by the County for the same time period last year. FY 2016-17 STRATEGIC MARKETING PLAN TDC – July 21, 2016 BCC – August 2, 2016 Quarterly Plan: Oct – Dec 2016 Drive Markets Primary target audiences will include travelers within a 13-hour-drive radius of the Emerald Coast. 2 Fly Markets Destin-Fort Walton Beach airport now serves 14 markets with direct flights. 3 Target Audience Profile Demographics • Adults • Ages 25 – 64 (skewing women) • Affluent active travelers Mindset/Lifestyle • Traveler – at least 3-night stay • Interested in the beach, fishing, shopping, restaurants and more • Looking for an accessible escape 4 Campaign Audience Profile Fall/Winter: Couples and/or groups without children; Fall Break visitors Christmas: Families and/or couples Snowbird: Retirees from northern climates, including Canada Spring: Couples and/or groups without children; Spring Break visitors Summer: Families Non-Seasonal: Leisure travelers, organized sports Groups: Corporate, leisure, motorcoach, religious, weddings Meetings/Conventions: Corporate, meeting planner, religious 5 Marketing Plan Budget Q1: Oct – Dec 2016 6  Promotional Items & Collateral Annual Budget: $152,400 Representative uses of promotional items and collateral include: • Build and maintain TOP-OF-MIND awareness for sales teams contacts and leads • Convention center CLIENT APPRECIATION • Industry events such as TOURISM WEEK • BRAND RECOGNITION for visitor center, Gulf- to-Table, ecotourism, film commission Items are purchased throughout the year as needed. A specific quarterly plan is not suitable. 7  Local Event Promotional Activities Annual Budget: $5,000 Staff takes part in local events (e.g. Mardi Gras, Smoke of the Coast) to: • ENGAGE WITH VISITORS • Amplify the department’s VISIBLE PRESENCE in the community Staff participates throughout the year as appropriate. A specific quarterly plan is not suitable.