Okaloosa County BOCC — November 3, 2016 — I. e. FY17 SMP Q2

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: November 3, 2016 TO: Tourist Development Council FROM: Darrel Jones, Interim Tourist Development Department Director Charlotte Dunworth, Finance, Administration, & Compliance Manager SUBJECT: FY 2016-17 Quarterly Strategic Marketing Plan: Jan – Mar 2017 STATEMENT OF ISSUE: Request approval of the FY 2016-17 Quarterly Strategic Marketing Plan for January – March 2017. BACKGROUND: Pursuant to section C.200(2) of the TDD Manual, the quarterly strategic marketing plan (SMP) for January – March 2017 is hereby presented. Details regarding trade shows, media placements, and local event funding are provided. Due to the transition to a new advertising agency, staff proposes to place media during January – March 2017 that mirrors what was vetted by Peter Mayer and approved by the County for the same time period last year. Staff proposes retaining Romjue Advertising to place the media. Additional media placements through the VisitFlorida co-op program have also been identified for the quarter. Staff proposes these placements be made directly by the County via purchase order. Romjue provides social media services for the airport and has advised that it can meet the TDD’s needs at a cost of $1K per month. Social media services were previously provided for under Peter Mayer’s base services compensation. Staff proposes retaining Romjue Advertising to perform social media services. OPTIONS: Approve or Deny RECOMMENDATION TO BCC: Approve the following: 1) FY 2016-17 Quarterly Strategic Marketing Plan for January – March 2017. 2) Placement of media during January – March 2017 that mirrors what was vetted by Peter Mayer and approved by the County for the same time period last year. FY 2016-17 STRATEGIC MARKETING PLAN TDC – November 3, 2016 BCC – November 15, 2016 Quarterly Plan: Jan – Mar 2017 Drive Markets Primary target audiences will include travelers within a 13-hour-drive radius of the Emerald Coast. 2 Fly Markets Destin-Fort Walton Beach airport now serves 14 markets with direct flights. 3 Target Audience Profile Demographics • Adults • Ages 25 – 64 (skewing women) • Affluent active travelers Mindset/Lifestyle • Traveler – at least 3-night stay • Interested in the beach, fishing, shopping, restaurants and more • Looking for an accessible escape 4 Campaign Audience Profile Fall/Winter: Couples and/or groups without children; Fall Break visitors Christmas: Families and/or couples Snowbird: Retirees from northern climates, including Canada Spring: Couples and/or groups without children; Spring Break visitors Summer: Families Non-Seasonal: Leisure travelers, organized sports Groups: Corporate, leisure, motorcoach, religious, weddings Meetings/Conventions: Corporate, meeting planner, religious 5 Marketing Plan Budget Q2: Jan – Mar 2017 6  Promotional Items & Collateral Annual Budget: $152,400 Representative uses of promotional items and collateral include: • Build and maintain TOP-OF-MIND awareness for sales teams contacts and leads • Convention center CLIENT APPRECIATION • Industry events such as TOURISM WEEK • BRAND RECOGNITION for visitor center, Gulf- to-Table, ecotourism, film commission Items are purchased throughout the year as needed. A specific quarterly plan is not suitable. 7  Local Event Promotional Activities Annual Budget: $5,000 Staff takes part in local events (e.g. Mardi Gras, Smoke on the Coast) to: • ENGAGE WITH VISITORS • Amplify the department’s VISIBLE PRESENCE in the community Staff participates throughout the year as appropriate. A specific quarterly pla