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

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 TDC 12/10/15 ~ BCC 12/15/15  FY15 LEISURE Media Placement Opportunity Impressions Campaign Dollars Dollars Dollars Dollars T.O. Official VF Visitor’s FP4C: Jan 2015 with e‐book inclusion 600,000 Spring, $15,956 $15,956 $15,956 $15,956 147 Guide Summer, Fall Beaches, Resorts & FP4C: Dec 2014 – Jul 2015 400,000 Spring, $6,020 $6,020 $6,020 $6,020 147 Parks Summer, Fall Life’s A Beach FP4C: Sep Oct 2014 – Oct Sep 2015 500,000 Spring, $9,925 $9,925 $9,925 $9,925 147 Summer, Fall Coastal Living FP4C: Nov 2014 and Visit Florida Feb & Apr – includes 1,407,969 Spring, $72,000 $24,000 $24,000 $24,000 147 bonus advertorial, leads, online travel deal features, Summer, e‐newsletters with leads, mini co‐op in Mar & May Christmas 2015 issues, e‐version with links Southern Living HP4C: Jan and Mar 2015 – includes RSC for leads 4,150,000 Spring, $90,262 $90,262 $90,262 $90,262 147 Summer Better Homes & HP4C: Feb and March 2015 – Visit South – includes 1,000,000 Spring, $27,115 $27,115 $27,115 $27,115 147 Gardens, EveryDay advertorial, SM and lead generation Summer with Rachel Ray, More, Family Circle Better Homes & HP4C: Jun and July 2015 – 2,500 leads guaranteed 300,000 Summer, Fall $13,950 $13,950 $13,950 $13,950 147 Gardens, EveryDay and lead generation with Rachel Ray, More Collinson Media: FP4C: Visit Florida – Out‐Of‐State – Feb 2015 – 8,500,000 Spring, $25,000 $0 $0 $0 147 Newspaper Insert includes 4,000 leads and digital impressions Summer Collinson Media: FP4C: Visit Florida – America’s Best Vacations – Apr 8,500,000 Spring, $25,000 $25,000 $25,000 $25,000 147 Newpaper Insert 2015 – includes 4,000 leads and digital impressions Summer Collinson Media: HP4C: Visit Florida – Fall 2014, Oct 14 – includes 8,530,000 Fall $20,000 $20,000 $20,000 $20,000 147 Newspaper Insert 4,000 leads and digital impressions. Also includes HP4C Co‐op print and Atlanta e‐blast Escape to Southeast FP4C: Jan 2015 – Escape to SE Travel Guide ‐ includes 250,000 Spring, $3,400 $3,400 $3,400 $3,400 147 lead generation Summer, Fall Texas Monthly HP4C: Mar, May (Visit Florida) & Aug 2015 – includes 919,053 Spring, $27,984 $27,984 $27,984 $27,984 147 advertorial, digital and lead generation Summer, Fall Atlanta Magazine HP4C: Dec 2014, Mar & Sept 2015 – 100% Visit 202,155 Spring, $8,067 $8,067 $8,067 $8,067 147 Florida – includes advertorial and digital Summer, Fall Canadian Traveller FP4C: Visit Florida 2015 Canadian Guide – Jan, 2015 & 1,520,000 Snowbirds $26,100 $21,175 $21,175 $26,100 147 FP4C: Canadian Traveller Fall Guide – Aug 2015 plus 12x e‐newsletters, 6x online articles with 2x Social Media pushes, sweepstakes (print, online, e‐blast promotion) and 4+ page Destination Feature of the Week in CT TRAVEL INDUSTRY publication Dreamscapes 2/3P4C: Visit Florida Fall/Winter (10/22/14) & Winter 212,000 Snowbirds $7,900 $7,900 $7,900 $7,900 147 (11/26/14) – includes editorial features Crossings FP4C: Visit Florida Fall/Winter (10/10/14) – includes 150,000 Snowbirds $4,500 $4,500 $4,500 $4,500 147 editorial feature Toronto Life FP4C: Visit Florida – Escape to the South – Jan 2015 – 89,082 Snowbirds $11,387 $11,387 $11,387 $11,387 147 includes e‐version International Travel HP4C: Visit Florida – Jan 2015 – includes e‐version 74,925 Spring, $6,110 $4,775 $4,775 $4,775 147 Guide and video links Summer, Fall, Snowbirds Fishing Guide Official State Fishing Guide 165,000 Spring, $0 $10,800 $10,800 $10,800 147 Summer, Fall National Cable Estimated 380x :30 & :15 spots: Weather Channel & 41,489,000 Spring, $270,000 $375,000 $375,000 $375,000 148 Cooking Channel Travel Channel Summer, Fall TDC 12/10/15 ~ BCC 12/15/15  FY15 LEISURE Media Placement Opportunity Impressions Campaign Dollars Dollars Dollars Dollars T.O. Bill Dance TV TV segments, FB, banner ads, endorsement & usage 8,475,000 Spring, $55,000 $55,000 $55,000 $55,000 148 Summer, Fall Destination Network :30 & :15 spots: 28 weeks 12,261,000 Spring, $42,500 $42,500 $42,500 $42,500 148 TV Summer, Fall Satellite Radio Estimated 852x :30 spots, 17 weeks 23,316,000 Spring, Fall, $38,250 $38,250 $38,250 $38,250 148 Christmas Spot Market Radio Brand & Promotional Radio, 12 weeks 22,099,060 Spring, $113,000 $113,000 $113,000 $113,000 148 Summer, Fall, Christmas Atlanta Braves Radio package in negotiation TBD Spring, $25,000 $25,000 $25,000 $25,000 148 Summer, Fall, Christmas Radio Promotional $2,725