Okaloosa County BOCC — December 10, 2015 — I. d. FY15 Yr End SMP Amendment

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: December 10, 2015 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director SUBJECT: FY 2014-15 Year End Strategic Marketing Plan Amendment STATEMENT OF ISSUE: Request approval to amend the FY 2015 Strategic Marketing Plan. BACKGROUND: Pursuant to Section C.200 of the TDD Manual, the Strategic Marketing Plan (SMP) sets forth the proposed marketing activities and expenditures for the year. Deviations from the proposed SMP are presented to the TDC and BCC as they become known. The SMP shall be amended quarterly to formally memorialize changes. Leisure – Canadian Traveler – amend to original amount of $26,100; the leisure campaign was incorrectly adjusted mid-year to reflect the elimination of a co-op campaign placement. Leisure – Bing-Yahoo Search – amend to include snowbird campaign. Co-op – Northwest Florida Weddings & The Griffon – amend to correct the month of placement. Co-op – Canadian Traveler – amend to reflect elimination of a co-op campaign placement. Groups – Military Reunions – amend to reflect online banner ads since publication is no longer in print. Meetings/Conventions – Collinson Media – amend to reflect Connect Sports. The purpose of this amendment is to align the SMP with actual media placements and facilitate payment to the agency. Overall, the SMP budget has increased by $822 to $3,383,621. Revisions to the SMP previously adopted are denoted in red and green font. Currently proposed revisions are denoted in blue font as deletions or additions in the attached document. OPTIONS: Approve or Deny RECOMMENDATION TO BCC: Approve the amended FY 2014-15 Strategic Marketing Plan as presented.  FY15 CONSOLIDATED STRATEGIC MARKETING PLAN Activity Dollars Dollars Dollars Dollars Promotional Items & Collateral (Trade Shows, Sales Calls, Film Visitor Center, $83,370 $83,370 $83,370 $83,370 Local Event Promotional Activities $4,700 $4,700 $4,700 $4,700 Trade Show Fees $65,655 $65,655 $65,655 $65,655 Advertising Agency (Base Services & Travel) $465,000 $465,000 $465,000 $465,000 Advertising Agency (Media Planning & Purchasing) $100,000 $100,000 $100,000 $100,000 Website Development & Maintenance $82,500 $82,500 $82,500 $82,500 Familiarization Tours, Press Visits $70,400 $70,400 $70,400 $70,400 Media Campaign (Fall/Winter, Christmas, Snowbird, Spring/Summer, Non‐ $1,704,540 $1,703,826 $1,705,215 $1,706,037 Seasonal/Niche) Media Campaign (Groups, Meetings/Conventions) $210,235 $210,141 $210,141 $210,141 Campaign Production $200,000 $200,000 $200,000 $200,000 Special Events (Application Funding & Direct Advertising) $225,000 $210,000 $210,000 $210,000 Airport, Welcome Center, & Publication Advertising $11,210 $11,210 $11,210 $11,210 Promotional Reserve $100,000 $100,808 $100,808 $100,808 Destin to Fish Television Show Production $0 $73,800 $73,800 $73,800 $3,322,610 $3,381,410 $3,382,799 $3,383,621