Okaloosa County BOCC — April 23, 2015 — I. c. Collinson Media

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: April 23, 2015 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director Shantelle Dedicke, Marketing Manager SUBJECT: Revise Collinson Media spend for the meetings and groups campaign STATEMENT OF ISSUE: Request approval to revise the Collinson Media spend for the meetings and groups campaign by reallocating funds from the Florida Meeting Planner Guide and Insider Series to the Destination Focus Media Package. BACKGROUND: Collinson Media is offering a new opportunity for which the agency feels the Emerald Coast is a good fit. To capitalize on this initiative, the agency proposes to reallocate the existing spend with Collinson: Revised Collison Commitment (Mtgs/Conv): Current Collinson Commitment (Mtgs/Conv) *Destination Focus Media Package: $15,000 *Florida Meeting Planner Guide: $6,450 *2x Insider Series: $10,000 *4x Insider Series: $20,000 Collaboration print: $8,250 Collaboration print: $8,250 Connect/Connect Sports print: $12,250 Connect/Connect Sports print: $12,250 Rejuvenate print: $8,250 Rejuvenate print: $8,250 Revised Investment: $53,750 Current Investment: $55,200 Visit Florida has decided not to print the Florida Meeting Planner Guide, and reallocating from the Insider Series to the Destination Focus Media Package is a more efficient/responsible use of the County’s money. The new Destination Focus Media Package is designed to promote an area to Collinson’s exclusive database of vetted meeting planners through development of a compelling video describing what a unique and perfect place the destination is to hold a meeting. This proposed media buy includes significant exposure through a publisher highly regarded by the meetings, conventions and events markets and the agency feels the value garnered from this media buy far exceeds the cost. The Destination Focus Media Package includes: • Destination Focus Video • Exposure on all four Collinson sites: Collaboratemeetings.com, Connectyourmeetings.com, Connectsports.com, Rejuvenatemeetings.com • Two weeks on homepage of the above sites, then available on the video page for on-demand viewing • :15-second preroll opener • Closing shot with logo and 40-character sponsor message • Sponsored e-blast with logo highlighting video • Share on Collinson social media networks (Facebook, Twitter, Instagram) • Detailed analysis and reporting The video would have longevity well beyond this particular buy and provides the Emerald Coast with a great asset to sell the destination to these markets. (The current destination video was developed over five years ago and is still distributed to motorcoach groups and meeting planners by the sales teams.) Furthermore, the video content produced as part of the Destination Focus Media Package can also serve as the video content to fulfill the Insider Series placement. If the County elects to not move forward with the Destination Focus package, images with voice over would be used for the Insider Series media placement. Pursuant to Section D.200(2) of the Tourist Development Department Operations and Procedures Manual, the Strategic Marketing Plan (SMP) sets forth the proposed marketing activities and expenditures for the year. Any amendments to the SMP shall be reviewed and approved by the Council and the Council’s recommendation presented to the Board for final approval in the form of a Resolution. Formally amending the SMP for each change is cumbersome and results in a confusing SMP document. Staff is seeking TDC and BCC approval for this change, with formal amendment to the SMP quarterly via resolution to memorialize the change. OPTIONS: Approve or Deny revising the Collinson Media spend