Okaloosa County BOCC — April 5, 2016 — SMP Change - Interfuse ABV — agenda request

BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: April 5, 2016 TO: Honorable Chairman and Members of the Board FROM: Ed Schroeder SUBJECT: SMP Change - Interfuse ABV DEPARTMENT: Tourist Development Department BCC DISTRICT: 2,4,5 STATEMENT OF ISSUE: Request approval to expand the VisitFlorida America’s Best Vacations newspaper insert placement to include one-page editorial at an additional cost of $10,000. BACKGROUND: A full-page color ad in VisitFlorida’s America’s Best Vacations newspaper insert is included in the adopted Strategic Marketing Plan at a cost of $25,000. The publisher has offered a matching page of editorial to go along with the full page ad, either as a two page spread or including the editorial within the section and placing the full page ad on the back cover. The additional page of edit is $10,000, bringing the total investment to $35,000. Editorial value is significantly higher than standard advertising. Supplementing the display ad with native content achieves a 1: 1.4 in value. Funding is available in promotional reserves. Task order 176 will be revised to reflect this change. Pursuant to Section C.200 of the Tourist Development Department Operations and Procedures Manual, the Strategic Marketing Plan (SMP) sets forth the proposed marketing activities and expenditures. The Director will apprise the TDC and BCC of changes as they become known and the Strategic Marketing Plan shall be amended quarterly to memorialize any changes. This change will be presented to the Tourist Development Council at its April 28 meeting. OPTIONS: Approve or Disapprove RECOMMENDATION: Approve expansion of the VisitFlorida America’s Best Vacations newspaper insert placement to include one-page editorial at an additional cost of $10,000. RECOMMENDED BY: APPROVED BY: John Hofstad, County Administrator