Okaloosa County BOCC — March 18, 2013 — reading text

6.4.b BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: March 5, 2013 TO: Honorable Chairman and Members of the Board FROM: Daniel O'Byrne SUBJECT: Peter Mayer Advertising Task Order 8 DEPARTMENT: Tourist Development BCC DISTRICT: All STATEMENT OF ISSUE: Pursuant to Okaloosa County Purchasing Procedures, purchases in excess of $50,000 require Board approval prior to purchasing. Attached is Task Order 8 from Peter Mayer Advertising in an amount not to exceed $249,500.00 for Media Pass Through Costs intended to "drive new visitation and increase bookings to Okaloosa County's Emerald Coast post-Spring Break through Memorial Day" as described in the Shoulder Season Campaign section of the approved March 1 - September 30, 2013 Marketing Plan. BACKGROUND: On December 4, 2012 the Okaloosa County Board of Commissioners entered into an agreement with Peter Mayer Advertising for the provision of marketing, advertising, public relations, website and research services, and social media programming in order to increase tourism and improve the overall economy of Okaloosa County. "Compensation for Paid Media and Pass Through Costs" is specifically addressed in the Agreement and states that "the Contractor will be paid for the actual paid media and pass through costs incurred by the Contractor on behalf of the County with no markup. Such services provided by the Contractor shall require a Task Order, which shall contain a detailed scope of services/goods and an estimated not-to-exceed cost for performing such services or delivering such goods." A copy of the Task Order and a summary description of the services to be provided are both attached. The provision of these services was specifically contemplated in the approved Okaloosa County Tourist Development Department March 1 - September 30, 2013 Marketing Plan, and identified as a line item entitled "Leisure Campaign/Visit Florida Partnership" in the amount of $500,000 on the corresponding budget. OPTIONS: Approve/Disapprove RECOMMENDATIONS: Approve Task Order 8 from Peter Mayer Advertising in an amount not to exceed $249,500.00 for Media Pass Through Costs intended to drive business to Okaloosa County post-Spring Break through Memorial Day. Packet Pg. 210  6.4.b RECOMMENDED BY: APPROVED BY: James D. Curry, County Administrator Packet Pg. 211  6.4.b.a Packet Pg. 212 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 213 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 214 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 215 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 216 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 217 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 218 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 219 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 220 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 221 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 222 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 223 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 224 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 225 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 226 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 227 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 228 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 229 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 230 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 231 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  6.4.b.a Packet Pg. 232 Attachment: Task Order 8 - Signed (1435 : Peter Mayer Advertising Task Order 8)  March 5, 2013 Shoulder Season Campaign 6.4.b.b Packet Pg. 233 Attachment: Shoulder Season Media Presentation (TO 8) from PMA (1435 : Peter Mayer Advertising Task  6.4.b.b Attachment: Shoulder Season Media Presentation (TO 8) from PMA (1435 : Peter Mayer Advertising Task Marketing Plan Budget Primary Research $80,000 Website (Strategy, Design, Development & Optimization) $350,000 Leisure Campaign Media $500,000 Group, Meeting & Convention Campaign $250,000 Collateral/Campaign Production $300,000 A Very Emerald Christmas Production/Contingency $345,000 Base Services/Travel Reimbursement $375,000 Total $2,200,000 Budget $2,200,000 2 Packet Pg. 234  Shoulder Season Campaign 3 6.4.b.b Packet Pg. 235 Attachment: Shoulder Season Media Presentation (TO 8) from PMA (1435 : Peter Mayer Advertising Task  6.4.b.b Attachment: Shoulder Season Media Presentation (TO 8) from PMA (1435 : Peter Mayer Advertising Task Shoulder Season Campaign Objectives • Drive new visitation and increase bookings • Post-Spring Break through Memorial Day Strategies • Build and maintain visibility across all steps in the travel planning and booking process • Paid search, travel content and booking/deal sites and Social Media • Utilize social media, public relations and paid media to communicate value messages to drive bookings • Direct consumers to newly developed campaign landing page 4 Packet Pg. 236  6.4.b.b Attachment: Shoulder Season Media Presentation (TO 8) from PMA (1435 : Peter Mayer Advertising Task Shoulder Season Campaign Media Spend, $249,500 • Online Travel Agents, $127,000 • Orbitz, Expedia, Hotels.com, Priceline, Travelzoo, Cheaptickets • Travel Content, $52,545 • TripAdvisor, RGM Alliance Network, Specific Media Network • Search and Social Media, $18,000 • Google search, Facebook, Twitter • Ad Serving Fees, $2,455 • Media Mind • Bill Dance Outdoors, $49,500 5 Packet Pg. 237  6.4.b.b Attachment: Shoulder Season Media Presentation (TO 8) from PMA (1435 : Peter Mayer Advertising Task Measuring Success Performance will be measured by: • Tax revenue • Unique visits to website/campaign landing page • Occupancy, ADR and RevPar (Smith Travel Research) 6 Packet Pg. 238  6.4.c BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: