Okaloosa County BOCC — October 5, 2013 — Very Emerald Christmas BoCC Presentation 10-1 — reading text

BCC Meeting October 1, 2013 A Very Emerald Christmas 2  A Very Emerald Christmas Objective: • Drive visitation Thanksgiving – New Years Campaign Timing: • October 2 – December 15 Media Budget: • $203,725 3  Media Strategy • Multi-media mix for maximum reach and frequency • Regional magazines • Radio • Online 4  Regional Magazines • Prioritized list of top-feeder markets • Atlanta • Birmingham • New Orleans • Louisville • Houston • Dallas • Nashville • Full Page 4C units, November • October promotional exposure to get messaging in front of reader base earlier • Multiple impressions to target, including print, digital and social • Contesting/Sweepstakes negotiated with some partners to provide further exposure 5  Atlanta Magazine Promotional Exposure • October sweepstakes – client supplied prizes • Atlantamagazine.com • Facebook • Twitter • Database collection for remarketing • Postcard sent to 43,471 subscriber list • November FP4C unit • Requires immediate approval • Publication pushed back deadline 2 weeks • Minimum Impressions: 147,478 6  Birmingham Magazine Promotional Exposure • October / November e-blasts • Delivered to over 10,000 opt-in subscribers • Drops on Thursdays • Five (5) blasts • November FP4C unit • Requires immediate approval • Minimum Impressions: 62,500 7  New Orleans Magazine Promotional Exposure • November/December sweepstakes – client supplied prizes • neworleansmagazine.com • E-newsletter for entire month • December print ad • Postcard sent to 17,000 subscriber list • November FP4C unit • Requires immediate approval • Minimum Impressions: 119,750 8  Louisville Magazine Promotional Exposure • October e-blasts • Delivered to over 7,500 opt-in subscribers • Drops on Thursdays • Two (2) blasts • November FP4C unit • Requires immediate approval • December sweepstakes ad • Co-partnered contest • $2,240 requested in trade • Minimum Impressions: 63,000 9  Texas Monthly Magazine Promotional Exposure • November FP4C unit • Requires immediate approval • Publication pushed back deadline 1 1/2 weeks • December sweepstakes ad • 1/3rd page unit • Also promoted online • Minimum Impressions: 600,000 10  Nashville Magazine Promotional Exposure • November FP4C unit • Requires immediate approval • Two (2) dedicated e-blasts (Oct, Nov or Dec) • Recommendation is October • 32,000 opt-ins • Also promoted on nashville.com & through Social Media • Minimum Impressions: 150,000 11  CityView Magazine Promotional Exposure • Direct mail inclusion • Mid-October • 18,000 opt-ins • November FP4C unit • Requires immediate approval • Co-partnered sweepstakes • CityView.com • CityView magazine • Facebook, Twitter • E-newsletter • Minimum Impressions: 102,756 12  Southern Living Placements: • Exclusive family travel package sponsorship • Logo, banners • Social mentions across Southern Living’s social accounts, driving to family travel content • Support banner rotation across SouthernLiving.com, including bonus impressions Rationale: • Family travel focus provides support for campaign’s family audience • Southern Living readers have a high propensity to travel to Florida (205 index) Budget & Return: • $40,000; 3,167,062 impressions Source: gfk MRI Doublebase 2012 – Vacation within Florida, 3+ nights stay, earning $50,000+ HHI 13  Southern Living Magazine Promotional Exposure • In addition to digital investment, publication will also highlight “Very Emerald Christmas” • New in-book promotional page • 1 of 5 highlighted Christmas promotions • December placement – on sale 11/15/13 • Minimum Impressions: 15,000,000 14  Online Approach • Focus on key performers from previous campaigns • Blend contextually-relevant placements with behavioral and geo-targeted placements to achieve maximum reach against target 15  TripAdvisor Placements: • Banners targeted to Destin, Fort Walton and Okaloosa Island content • Geo-targeted banner rotation across beach travel content • Bonus run of site banner rotation Rationale: • TripAdvisor has been consistent in terms of driving site-side actions for both our Spring and Summer efforts • 15% reach and 132 index against target (Comscore) Budget & Return: • $15,000; 817,000 impressions 16  Google Placements: • Text ads targeted to relevant keyword categories: • Holiday travel getaways/deals (“last minute holiday vacation ideas”, “holiday beach trip”, etc.) • Competitive market terms (“Pensacola hotels”) • General travel (“travel deals”, “travel offers”) • Emerald Coast branded terms (“Destin travel”) Rationale: • Reaches travelers when they are actively seeking out relevant information • Google text ads have been a consistent site-side action driver • Cost per click bidding structure allows for minimal risk Budget & Return: • $2,500; 1,250 estimated clicks to Okaloosa site 17  Visit Florida Placements: • Prominent position on site’s most visited page • Content Tile ad rotates between limited number of advertisers • 194x255 and 160x600 Rationale: • #1 visited Florida site • Over 250,000 unique monthly visitors August - November Budget & Return: • $3,600 Source: Compete.com – August through November 2012 site traffic 18  Radio • Four (4) week schedules • Birmingham, AL • Tennessee Radio Network • :30 second commercials • 4 – 5 stations deep in Birmingham • 50% Target Reach / 7.9 Frequency • 70 Base network affiliates in Tennessee • Spots to air Mon-Wed or Wed-Fri • 2,660 spots total • Minimum impressions: 18,238,000 19  Radio • With an additional investment of $47,000, Georgia Radio Network is recommended • :30 second commercials • 118 Base network affiliates in Georgia • Spots to air Monday - Saturday • 176 spots per network • 4 week schedule • Minimum impressions: 6,349,200 20  Tactical Collateral • Window clings • Encourage local businesses to promote A Very Emerald Christmas • Postcards • Distribute promotional material at events (i.e. Destin Seafood Festival) • Calendar brochure • Highlight events happening all December long 21  Public Relations • Proactively reach travel and feature editors • Prioritize my target markets and cold weather cities • Event focused outreach: • Develop press releases, pitches and story ideas • Focus on unique events in the area (boat lighting, restaurant month) • Snowbird Outreach • Focus on weather and activities from Thanksgiving – New Year’s 22  Events • Destin Boat Lighting • Partnering with Destin History and Fishing Museum to extend Harbor boat lighting throughout the month of December • Restaurant Month • Pre Fixe menu prices all December long • Cooking demonstrations 23  Plan Summary Vendor Opportunity Impressions/Clicks Net Budget Regional Magazines Full Page 4C units , promotional tie-ins 1,245,484 minimum $64,000 Birmingham market and Radio 11,468,800 minimum $30,000 Tennessee Radio Network Radio Georgia Radio Network – 4 week schedules 11,468,800 minimum $47,000 Family Travel Sponsorship, Supporting Social 3,167,062 Southern Living $40,000 Amplification and Banner Rotation 15,000,000 in-book promotion TripAdvisor Content and geo-targeted banners 817,000 $15,000 Text ads targeted to search queries related to Google holiday travel, competitive markets, general 1,250 (estimated clicks) $2,500 travel and Okaloosa-related terms Prominent Homepage tile ad placement and Visit Florida N/A $3,600 support banner Media Mind Ad Serving Fees N/A $1,625 Total Spend $203,725 Estimated Impressions/Clicks 38,467,546 and 1,250 clicks 24