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

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. 8  Trade Shows Annual Budget: $53,605 (registration only, excludes travel) Sales teams participate in industry trade shows to PROMOTE THE DESTINATION and CULTIVATE RELATIONSHIPS to garner group and convention business. Obtain DIRECT LEADS. Offering trade show co-ops provides an opportunity to work with industry partners to jointly market the destination. Shows planned for Oct – Dec include: Trade Show Estimated County Share Co-op Partner Share Registration Fee Florida Encounters $3,800 $3,800 n/a FSAE Luncheons $25 FSAE Member $25 per attendee $35 per attendee $35 Non-Member Small Market $1,595 $1,595 n/a Meetings Film Florida Quarterly $25 $25 n/a Meeting VisitFlorida Media $1,200 $1,200 n/a Events VisitFlorida Shows $625 $0 n/a 9  Website Development Annual Budget: $133,000 Optimize consumer engagement with websites: EmeraldCoastConventionCenter.com EmeraldCoastFL.com FilmEmeraldCoast.com • Provide NEW AND RELEVANT content, video, blogs and features to engage consumer interest • Enhance FEATURES AND FUNCTIONALITY to maximize the user’s experience • Position consumer ONE CLICK AWAY from desired content Improvements are made throughout the year to keep up with the constantly evolving digital landscape. A specific quarterly plan is not suitable. 10  Public Relations Annual Budget: $95,000 Brand awareness and image is promoted to specific target audiences through FAM TOURS, ROAD SHOWS, AND SALES MISSIONS to garner leisure, group, and convention business. Generate EARNED MEDIA and create SOCIAL MEDIA AWARENESS AND ENGAGEMENT Promotional travel and entertainment-related expenses for Oct – Dec will be presented as fam tours, road shows, and sales missions are developed. 11  Leisure Campaign Annual Budget: $3,133,000 Media expenses planned for Oct – Dec include: FALL/WINTER Print Digital TV Radio Other Total Leisure $50,550 $113,737 $75,825 $7,582 $20,220 $267,914 CHRISTMAS Print Digital TV Radio Other Total Leisure $16,850 $37,913 $25,275 $2,527 $1,685 $84,250 SNOWBIRD Print Digital TV Radio Other Total Leisure $40,440 $90,990 $60,660 $6,066 $4,044 $202,200 NON- Print Digital TV Radio Other Total SEASONAL Leisure $16,000 $0 $0 $0 $0 $16,000 Sports $0 $7,500 $0 $0 $35,000 $42,500 Offering media co-ops provides an opportunity to work with industry partners to jointly market the destination. The co-op amount is market-driven and set at $500 per participant per placement for FY 2017 based on participation levels at various price points in the past. 12  Groups & Conventions Campaign Annual Budget: $337,000 Media expenses planned for Oct – Dec include: GROUPS Print Digital TV Radio Other Total Corporate $7,000 $0 $0 $0 $0 $7,000 Leisure $0 $0 $0 $0 $0 $0 Motorcoach $0 $15,300 $0 $0 $0 $15,300 Religious $0 $0 $0 $0 $0 $0 Weddings $10,000 $10,000 $0 $0 $0 $20,000 MTGS/CONV Print Digital TV Radio Other Total Corporate $17,125 $0 $0 $0 $0 $17,125 Meeting Planner $0 $25,000 $0 $0 $0 $25,000 Religious $0 $0 $0 $0 $0 $0 13  Campaign Production Annual Budget: $500,000 Representative campaign production activities include: • Development of CREATIVE ASSETS that define a campaign (e.g. images, colors, fonts, messaging) • Production of ADVERTISING RESOURCES (e.g. photoshoot, tv/radio ad) Activities are performed throughout the year as needed. A specific quarterly plan is not suitable. 14  Local Event Marketing Funding Annual Budget: $472,188 The goal of this program is to increase OUT-OF- MARKET AWARENESS and LODGING OCCUPANCY, especially during the non-summer season. Annual funding is based on event applications received by the deadline, along with a contingency amount for new, previously unfunded events. Applications for Oct – Dec include: Destin Seafood Festival Beachfest International (soccer) Emerald Coast Fall Classic (volleyball) EmeraldCoastCon Destin Soccer Rodeo Emerald Coast Earthquake Fall Rally Destin Fishing Rodeo Sinfonia Annual Gala Emerald Coast Classic (basketball) Go Southern FWBHS Basketball Tournament 15  Partnerships & Listings Annual Budget: $16,705 The visitors center and convention center both have partnerships with VisitFlorida and listings in various publications and directories not tied to a particular marketing campaign. Examples include: • Welcome Center displays • VisitFlorida DMO Partnership • VisitFlorida Small Business Partnership • Publication & Directory listings Renewals are made throughout the year as needed. A specific quarterly plan is not suitable. 16  Promotional Reserves Annual Budget: $300,000 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. Funds are available to take advantage of last- minute, discounted advertising deals and other promotional opportunities not identified in the adopted marketing plan. A specific quarterly plan is not suitable. 17  Allegiant Air Paid Media Services Annual Budget: $1,775,148 A specific quarterly plan is appropriated in accordance with approved media plan and contract terms. 18