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

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 $2,000 $2,000 n/a Offering trade show co-ops provides an opportunity to work with industry partners to jointly market the destination. *Asterisk denotes two partner slots available. 9 TDC 11/3/16 ~ BCC 11/15/16  Website Development Annual Budget: $133,000 Optimize consumer engagement with websites: EmeraldCoastConventionCenter.com EmeraldCoastFL.com FilmEmeraldCoast.com • Provide NEW AND RELEVANT content, video, blogs and features to engage consumer interest • Enhance FEATURES AND FUNCTIONALITY to maximize the user’s experience • Position consumer ONE CLICK AWAY from desired content Improvements are made throughout the year to keep up with the constantly evolving digital landscape. A specific quarterly plan is not suitable. 10 TDC 11/3/16 ~ BCC 11/15/16  Public Relations Annual Budget: $95,000 Promotional travel and entertainment-related expenses planned for Jan – Mar include : Activity Transport Lodging Meals Entertain Promos Total Glo Airlines $700 $500 $100 $1,000 $200 $2,500 Sales Mission: Little Rock Multi-day mission (e.g. sales calls, scheduled events) to introduce the destination to travel agents and professionals in this new fly-in market. Entertainment expenses may include lunch and/or dinner with travel planners, including venue rental if needed. 11 TDC 11/3/16 ~ BCC 11/15/16  Leisure Media Campaign Annual Budget: $3,133,000 Media expenses planned for Jan – Mar include: SNOWBIRD Print Digital TV Radio Other Total Leisure $13,480 $30,330 $20,220 $2,022 $1,348 $67,400 SPRING Print Digital TV Radio Other Total Leisure $202,200 $454,950 $303,300 $30,330 $20,220 $1,011,000 SUMMER Print Digital TV Radio Other Total Leisure $26,960 $60,660 $40,440 $4,044 $2,696 $134,800 NON- Print Digital TV Radio Other Total SEASONAL Leisure $38,500 $7,500 $0 $0 $0 $46,000 Sports Event $0 $0 $0 $0 $35,000 $35,000 Bids Note: expenses include paid media and agency placement fees. 12 TDC 11/3/16 ~ BCC 11/15/16  Groups & Meetings Media Campaign Annual Budget: $337,000 Media expenses planned for Jan – Mar include: GROUPS Print Digital TV Radio Other Total Corporate $7,000 $0 $0 $0 $0 $7,000 Leisure $0 $0 $0 $0 $0 $0 Motorcoach $0 $15,300 $0 $0 $0 $15,300 Religious $0 $0 $0 $0 $0 $0 Weddings $20,000 $15,000 $0 $0 $0 $35,000 MTGS/CONV Print Digital TV Radio Other Total Corporate $17,125 $0 $0 $0 $0 $17,125 Meeting Planner $0 $25,000 $0 $0 $0 $25,000 Religious $0 $0 $0 $0 $0 $0 Note: expenses include paid media and agency placement fees. 13 TDC 11/3/16 ~ BCC 11/15/16  Media Campaign Notes Media placements during Jan – Mar 2017 will mirror those that were vetted by Peter Mayer and approved by the County for Jan – Mar 2016. Offering media co-ops provides an opportunity to work with industry partners to jointly market the destination. The co-op amount is market-driven and set at $500 per participant per placement for FY 2017. The amount is consistent with the prior year and based on participation levels at various price points in the past. 14 TDC 11/3/16 ~ BCC 11/15/16  Media Campaign Notes Additions to the Peter Mayer Q2 plan include: Placement Rationale Cost VisitFlorida.com site retargeting VisitFlorida partnership brings $8,500 3-6 month run, 913K impressions, 1750- visitors to our website who have digital 2250 clicks expressed interest in FL travel Bridal Guide Magazine VisitFlorida partnership provides $12,500 FP in Mar/Apr VisitFlorida co-op exposure in a new publication for print section, 2 email blasts, 2 newsletters, weddings target audience $3,500 bonus placement in May/Jun digital Travel+Leisure / Food & Wine VisitFlorida partnership provides $25,000 HP in Mar Travel+Leisure, exposure to a qualified national print & HP in May Food & Wine, targeted digital audience digital exposure Mar-May, editorial, newsletter Nature Conservancy Magazine VisitFlorida partnership provides $13,050 HP in Spring issue with matching exposure in a new publication for print advertorial ecotourism target audience Meetings & Conventions VisitFlorida partnership provides $4,000 HP in Feb issue with matching exposure to target audience print advertorial averaging 15.1 meetings annually and $200K spend per event PCMA Convene VisitFlorida partnership provides $4,500 HP in Mar issue with matching editorial exposure to target audience of print whom 76% are decision makers Social Media Previously included in Peter Mayer $1,000 Provided by Romjue Advertising base services per month Generally speaking, the County should participate in all relevant VisitFlorida co-op programs. 15 TDC 11/3/16 ~ BCC 11/15/16  Media Campaign Notes Additions to the Peter Mayer Q2 plan include: Placement Rationale Cost Chicago Magazine $3,989 HP in Feb issue, bonus advertorial, print digital magazine Chicago Traffic & Weather $12,500 Live-read copy embedded in variety of radio stations’ traffic/weather reports