Okaloosa County BOCC — September 24, 2015 — I. k. FY16 SMP changes

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: September 24, 2015 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director Shantelle Dedicke, Marketing Manager SUBJECT: FY 2015-16 Strategic Marketing Plan Changes STATEMENT OF ISSUE: Request approval to 1) amend Discover America and NPR podcast placements for the leisure campaign and 2) amend Garden & Gun, Coastal Living, and ad serving fees for the co-op campaign. BACKGROUND: First, the adopted Strategic Marketing Plan (SMP) includes $10,000 for a full-page ad in Discover America. This placement is part of a Visit Florida Co-Op partnership, the details of which were not finalized at the time the agency developed the SMP. The placement has now been confirmed at a cost of $11,737 for a half-page ad. The insertion deadline for Discover America is October 2. To offset the additional expense for Discover America, the agency has recommended reducing the NPR podcast buy. This means a reduction of approximately 10,000 impressions from the 2.5M minimum impressions budgeted. Second, the adopted SMP includes three issues of Garden & Gun for the co-op program. The agency recommends canceling the Garden & Gun June/July Great Southern Towns issue and reallocating the funding to expand the Coastal Living September Fall Escape issue full-page ad to a two-page spread to accommodate more partners. The dollars saved from the Garden & Gun insertion total $26,000, of which $24,000 will be allocated to the Coastal Living two-page spread. The number of partners joining the Coastal Living digital partnership in February and March has increased, so a portion of the remaining $2,000 will be reallocated to ad serving fees. Exact dollar amounts will be based on actual partner participation. OPTIONS: Approve or Deny RECOMMENDATION TO BCC: 1) Approve half-page Discover America ad at a cost of $11,737, and reduce NPR podcast to remain budget-neutral and 2) Approve reallocation of approximately $26,000 from Garden & Gun June/July Great Southern Towns issue to Coastal Living September Fall Escape two-page spread and ad serving fees.