Okaloosa County BOCC — February 25, 2016 — II. h. TDC Marketing Presentation 2 25

MARKETING REPORT February 25, 2016 Gulf to Table Campaign 2 Strategy • Objective • Own the Gulf to Table movement; develop a brand around the existing Gulf to Table culture • Target • Primary audiences • Spring and Fall travelers with a passion for food or fishing • Secondary audiences • Local seafood/restaurant business community 3 Research Existing Knowledge • Florida’s largest fishing fleet • World’s Luckiest Fishing Village • Proximity to 100-Fathom Curve • Participating Fish Trax™ program • “You Catch It, We’ll Cook It” program Primary Research • In-person and phone interviews: • Seafood market owners, restaurant owners, boat captains, chefs Secondary Research 4 Tactics & Measurement 360 Integrated Approach: • Name & Logo • Social • Website • PR • Waterproof Guide • Collateral • Print & Digital Ads • Blog • Video Key Performance Indicators (KPIs) • Site visits to Gulf to Table section of website • Gulf to Table Guide downloads • Increase volume of social chatter around Gulf to Table content 5 Logos 6 Video 7 Fishing & Eating Guide 8 Landing Page 9 Mobile Landing Page 10 Print Ads 11 Banner Ads 12 Social 13  Results • Media for campaign launched in Feb and runs until March and then runs again in Aug/Sept • Evergreen campaign • High engagement with community • Received over 175 guide requests since launch as well as roughly 5,000 page views 14 Current Campaigns 15 2016 Spring Campaign Spring Campaign • Launched Jan. 4 • Targets couples and groups Campaign features new creative refresh 16 2016 Summer Campaign Summer Campaign • Launched Jan. 18 • Targets families Campaign features new creative refresh 17 Reminders 18 Add Your Specials & Events • Partner Access • http://www.emeraldcoastfl.com/partners • Login: • Accommodation • Password: EmeraldCoast • Submit the following: • Accommodation information • Restaurant information • Special deal • Event 19 Thank You 20