Okaloosa County BOCC — November 15, 2016 — FY17 SMP Q2

FY 2016-17 STRATEGIC MARKETING PLAN TDC – November 3, 2016 BCC – November 15, 2016 Quarterly Plan: Jan – Mar 2017 TDC 11/3/16 ~ BCC 11/15/16 Drive Markets Primary target audiences will include travelers within a 13-hour-drive radius of the Emerald Coast. 2 TDC 11/3/16 ~ BCC 11/15/16 Fly Markets Destin-Fort Walton Beach airport now serves 14 markets with direct flights. 3 TDC 11/3/16 ~ BCC 11/15/16 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 TDC 11/3/16 ~ BCC 11/15/16 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 TDC 11/3/16 ~ BCC 11/15/16 Marketing Plan Budget Q2: Jan – Mar 2017 6 TDC 11/3/16 ~ BCC 11/15/16  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 TDC 11/3/16 ~ BCC 11/15/16  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 plan is not suitable. 8 TDC 11/3/16 ~ BCC 11/15/16  Trade Shows Annual Budget: $53,605 (registration only, excludes travel) Shows planned for Jan – Mar include: Trade Show Estimated Co-op Registration Fee County Share Partner Share American Bus Assn $1,595 $1,595 n/a Bridal Show - Atlanta $800 $400 $400 Bridal Show – New Orleans $800 $400 $400 Military Shows – $975 total Varies per event ½ of registration Albany, Ft. Rucker fee MPI Gulf State Chapter $100 $100 n/a Southern Women’s Show $2,000 $1,500 $500 per partner* Travel Adventure Show $3,800 $3,300 $500 per partner* Florida Huddle $2,700 $2,700 n/a Chicago Travel Trade Event $3,000 $3,000 n/a Film Florida Quarterly Mtg $25 $25 n/a South by Southwest