Okaloosa County BOCC — October 23, 2014 — VI.f. FY14 SMP Revision — reading text

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: October 23, 2014 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director Charlotte Dunworth, Finance, Administration, & Compliance Manager SUBJECT: FY 2013-14 Strategic Marketing Plan Revision Background Pursuant to Section D.200(2) of the Tourist Development Department Operations and Procedures Manual, all advertising/marketing expenditures made during the fiscal year shall be in conformity with the approved Strategic Marketing Plan. Discussion The adopted FY 2013-14 Strategic Marketing Plan provides for digital outdoor advertising in 3 metro markets for the Christmas season. However, digital outdoor advertising was conducted earlier than scheduled and ran the Fall campaign in order to capitalize on a successful summer season and improve fall seasonal occupancy rather than waiting until Christmas. The Strategic Marketing Plan must be revised to reflect this change. This change is evidenced in red font on page 5 of the attached FY 2013-14 Consolidated Strategic Marketing Plan – Revised. TDC Recommendation to BCC Recommend approval of FY 2013-14 Consolidated Strategic Marketing Plan – Revised.  October 1, 2013 – September 30, 2014 Consolidated Strategic Marketing Plan - Revised TDC: October 23, 2014 BCC: November 4, 2014  FY 2013-14 Consolidated Strategic Marketing Plan Budget Current Budget New Budget Ad Agency Strategic Marketing Plan $2,600,000 $2,581,187 In-House Strategic Marketing Plan $588,782 $457,534 Special Events & Sponsorships $375,000 $375,000 (awarded per Section F of TDD Manual) Promotional Reserve* - $150,061 FY 2013-14 Strategic Marketing Plan $3,563,782 $3,563,782 Transportation/Lodging/Meals** ($54,582)* ($54,582)* Budgeted Promotional Activities (548xxx accts) $3,509,200 $3,509,200 *Promotional Reserve funds are budgeted for promotional opportunities that may arise which were unknown when developing the SMP. 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 may be appropriated in accordance with County approval authority and with concurrence of the TDC Chairman if an opportunity would be lost due to the timing of regular TDC and BCC meetings. In such case, the TDC and BCC will be apprised of the use of these dollars at their next regularly scheduled meetings. **not accounted for in a -548xxx promotions account TDC 10/23/14 BCC 11/4/14 2 Ad Agency Marketing Plan Budget Original Revised New Budget Budget Budget Research (ongoing visitor profile and economic impact study) $55,200 $55,200 $55,200 Leisure Media $1,194,800 $1,371,629 $1,371,629 Co-Op Opportunities $285,000 $24,952 $24,952 Meetings and Conventions $100,000 $86,971 $86,971 Groups $100,000 $70,320 $70,320 Collateral, Campaign Production and Visitors Guide $400,000 $507,115 $507,115 Base Services/Travel Reimbursement $465,000 $465,000 $465,000 Last Minute Deals Promotional Reserve - $18,813 - Total $2,600,000 $2,600,000 $2,581,187 TDC 10/23/14 BCC 11/4/14 3  Leisure Media Summary Vendor Opportunity Original Budget Revised Budget Visit Florida Guide 2-page, 4C spread – January release $15,000 $15,000 Play Florida FP, 4C ad – year round distribution $28,650 $28,650 Life’s a Beach FP, 4C ad – spring/fall/winter $9,345 $9,345 Coastal Living FP, 4C ad - Visit Florida: February & April 2014 $47,740 $47,740 FP, 4C ad – reduced from full-year to Beaches, Resorts, and Parks $9,030 $6,020 seasonal presence 2/3 page, 4C ad – November 2013 & August Southern Living $124,000 $124,000 2014 Family Circle, Family Fun, FP, 4C ad – May 2014 $53,674 $53,674 Parents Bon Appetit/Architectural FP, 4C – July 2014 $72,770 $72,770 Digest/Vanity Fair FP, 4C – May 2014 ; Custom advertorial Travel+Leisure/Food & Wine creation ; digital Mar-May 2014 exposure ; $0 $0 custom e-blast TDC 10/23/14 BCC 11/4/14 4  Leisure Media Summary Vendor Opportunity Original Budget Revised Budget 3 metro market; reduced from Christmas Digital Outdoor $40,000 $20,000 2013 & 2014 to only Christmas Fall 2014 FP, 4C – VF: Escape to the South – January Toronto Life $10,949 $10,949 2014 FP, 4C – February 2014 issue Crossings $4,500 $4,500 FL editorial and guaranteed EC content Reduced from FP to 2/3P, Regional Magazines 4C units – top-feeder markets, Christmas, $223,624 $175,549 Spring/Summer, Fall :30 sec schedules Nationally for all key Satellite Radio $30,895 $30,895 campaigns Yahoo BT/Geo-Targeted Banners $117,000 $117,000 Google Keyword Text Ads $78,911 $78,911 TDC 10/23/14 BCC 11/4/14 5  Leisure Media Summary Vendor Opportunity Original Budget Revised Budget Targeted Tile Ads, Promoted Facebook $28,583 $28,583 Posts Run of Site Banners, CanadianTraveller.net $8,700 $8,700 Newsletter, Social Media Mind Ad Server Ad Serving Fees $10,855 $10,855 FP ad, online banners, Collinson Media $0 $24,999 winter event listing PBS, Family Travel Show 30 minute show exclusive $0 $30,000 Fall (task orders approved prior to 10/1/13) $93,657 $185,273 Christmas (task orders approved prior to 10/1/13) $0 $163,131 Pass Through (Aviation, Powerboat) $24,000 $24,000 2014 Media Planning & Purchasing $101,120 $101,085 Contingency $61,797 $0 Total $1,194,800 $1,371,629 TDC 10/23/14 BCC 11/4/14 6  Co-Op Summary Market Opportunity Original Revised Budget Budget Canadian Traveler FP, ad in Visit Florida’s Canadian Guide $4,976 $4,976 Canadian Traveler FP, ad in Visit Florida’s Spring Issue $4,976 $4,976 Southwest Airlines FP Ad, August $0 $15,000 All Others Various $275,048 $0 Total $285,000 $24,952 TDC 10/23/14 BCC 11/4/14 7  Meetings/Conventions Summary Vendor Opportunity Original Budget Revised Budget SGMP HP4C ad in Annual Show Guide – March $2,000 $2,000 Bonus FP4C ad in November and 100 hours Meetings Focus $6,500 $6,500 for Lead Generation Program Custom package: Print, Online, E-blasts, Plan Your Meetings $5,000 $5,000 Events, 80 hours for Lead Generation Collinson Media Print, Online, E-blasts and Lead Generation $17,450 $17,450 HP4C ad in Sep/Oct “Florida/The South Prevue Central Meeting”, online, E-blasts, online $3,865 $3,865 Q&A interview Group Travel Family FP4C ad in Nov/Dec and custom package: $8,500 $8,500