Okaloosa County BOCC — April 24, 2014 — V.b. Ad Agency LMD — reading text

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: April 24, 2014 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director Kendra Moore-Nixon, Marketing SUBJECT: Last Minute Deals – Ad Agency Background The BCC approved the revised Ad Agency Strategic Marketing Plan (SMP) on March 18, 2014, which included a category for Last Minute Deals in the amount of $18,813. To the greatest extent possible, such opportunities will be presented to the TDC for recommendation to the BCC for approval in advance. However, these funds are available for appropriation by the Tourist Development Director with concurrence of the TDC Chairman and County Administrator if a time-sensitive opportunity would be lost due to the timing of regular TDC and BCC meetings required to obtain advance approval. Total cost of the opportunity must be less than $35,000 and County Administrator approval is required regardless of dollar amount. Discussion Peter Mayer Task Order 136 titled Last Minute Deals is for advertisement placements, specifically Visit Florida Meeting Magazine ($6,450) designed to target meeting planners and Google online keyword advertising ($12,363) designed to target leisure travelers nationally. These ads will run from April 2014 – June 2014. The deadline for the Visit Florida magazine was early April. Although there is no specific deadline for the keyword ads, it is important to capitalize on the time period of when travelers are booking summer travel, which is now. The task order has been approved in accordance with the Strategic Marketing Plan. BCC was informed at their April 15 meeting and TDC is hereby informed. No further “last minute deal” funding remains in the ad agency strategic marketing plan. TDC Recommendation to BCC For informational purposes only; no action required.