Okaloosa County BOCC — March 18, 2014 — 2014-03-18 SMP Ad Agency

October 1, 2013 – September 30, 2014 Advertising Agency Strategic Marketing Plan – Revised February 27, 2014 Marketing Plan Budget 2  Ad Agency Marketing Plan Budget Original Budget Revised Budget Research (ongoing visitor profile and economic impact study) $55,200 $55,200 Leisure Media $1,194,800 $1,371,629 Co-Op Opportunities $285,000 $24,952 Meetings and Conventions $100,000 $86,971 Groups $100,000 $70,320 Collateral, Campaign Production and Visitors Guide* $400,000 $507,115 Base Services/Travel Reimbursement $465,000 $465,000 Last Minute Deals** $0 $18,813 Total $2,600,000 $2,600,000 *Due to the reallocation, television production – not previously a part of the plan - will occur in the spring. Two :30 spots and two :15 spots will be shot, edited, and developed to launch in late spring. **Last Minute Deals reflects funding for unanticipated marketing/promotional opportunities that may become available March – September 2014. To the greatest extent possible, such opportunities will be presented to the TDC for recommendation to the BCC for approval in advance. However, these funds are available for appropriation by the Tourist Development Director with concurrence of the TDC Chairman and County Administrator if a time-sensitive opportunity would be lost due to the timing of regular TDC and BCC meetings required to obtain advance approval. Total cost of the opportunity must be less than $35,000 and County Administrator approval is required regardless of dollar amount. The TDC and BCC will be apprised of the use of these dollars at their next regularly scheduled meetings. 3 Leisure Media Plan 4  Leisure Media Summary Vendor Opportunity Original Budget Revised Budget Visit Florida Guide 2-page, 4C spread – January release $15,000 $15,000 Play Florida FP, 4C ad – year round distribution $28,650 $28,650 Life’s a Beach FP, 4C ad – spring/fall/winter $9,345 $9,345 Coastal Living FP, 4C ad - Visit Florida: February & April 2014 $47,740 $47,740 FP, 4C ad – reduced from full-year to Beaches, Resorts, and Parks $9,030 $6,020 seasonal presence 2/3 page, 4C ad – November 2013 & August Southern Living $124,000 $124,000 2014 Family Circle, Family Fun, FP, 4C ad – May 2014 $53,674 $53,674 Parents Bon Appetit/Architectural FP, 4C – July 2014 $72,770 $72,770 Digest/Vanity Fair FP, 4C – May 2014 ; Custom advertorial Travel+Leisure/Food & Wine creation ; digital Mar-May 2014 exposure ; $0 $0 custom e-blast 5  Leisure Media Summary Vendor Opportunity Original Budget Revised Budget 3 metro market; reduced from Christmas Digital Outdoor $40,000 $20,000 2013 & 2014 to only Christmas 2014 FP, 4C – VF: Escape to the South – January Toronto Life $10,949 $10,949 2014 FP, 4C – February 2014 issue Crossings $4,500 $4,500 FL editorial and guaranteed EC content Reduced from FP to 2/3P, Regional Magazines 4C units – top-feeder markets, Christmas, $223,624 $175,549 Spring/Summer, Fall :30 sec schedules Nationally for all key Satellite Radio $30,895 $30,895 campaigns Yahoo BT/Geo-Targeted Banners $117,000 $117,000 Google Keyword Text Ads $78,911 $78,911 6  Leisure Media Summary Vendor Opportunity Original Budget Revised Budget Targeted Tile Ads, Promoted Facebook $28,583 $28,583 Posts Run of Site Banners, CanadianTraveller.net $8,700 $8,700 Newsletter, Social Media Mind Ad Server Ad Serving Fees $10,855 $10,855 FP ad, online banners, Collinson Media $0 $24,999 winter event listing PBS, Family Travel Show 30 minute show exclusive $0 $30,000 Fall (task orders approved prior to 10/1/13) $93,657 $185,273 Christmas (task orders approved prior to 10/1/13) $0 $163,131 Pass Through (Aviation, Powerboat) $24,000 $24,000 2014 Media Planning & Purchasing $101,120 $101,085 Contingency $61,797 $0 Total $1,194,800 $1,371,629 7 Co-Op Media Plan 8  2014 Co-Op Media Budget Market Opportunity Original Revised Budget Budget Canadian Traveler FP, ad in Visit Florida’s Canadian Guide $4,976 $4,976 Canadian Traveler FP, ad in Visit Florida’s Spring Issue $4,976 $4,976 Southwest Airlines FP Ad, August $0 $15,000 All Others Various $275,048 $0 Total $285,000 $24,952 9 Meetings and Conventions Media Plan 10  Meetings/Conventions Summary Vendor Opportunity Original Budget Revised Budget SGMP HP4C ad in Annual Show Guide – March $2,000 $2,000 Bonus FP4C ad in November and 100 hours Meetings Focus $6,500 $6,500 for Lead Generation Program Custom package: Print, Online, E-blasts, Plan Your Meetings $5,000 $5,000 Events, 80 hours for Lead Generation Collinson Media Print, Online, E-blasts and Lead Generation $17,450 $17,450 HP4C ad in Sep/Oct “Florida/The South Prevue Central Meeting”, online, E-blasts, online $3,865 $3,865 Q&A interview Group Travel Family FP4C ad in Nov/Dec and custom package: $8,500 $8,500 Print, Online, E-blasts 11  Meetings/Conventions Summary Vendor Opportunity Original Budget Revised Budget GaMPI Workshop Educational Workshop Sponsorship $2,750 $5,500 CVENT 2 Diamond Listing and Suggested Ad Test $5,802 $5,802 Google Text Ads Targeted to Relevant Search Queries $13,206 $13,206 Media Mind Ad serving fees $0 $500 Conventions South HP ad $0 $2,278 CMCA QP, newsletters (4x) $0 $800 SMERF E-blast, newsletter and banner ad $0 $3,450 GSAE Banner ads $0 $2,025 Small Market Meetings 1/3 page print ads, e-newsletter $0 $895 Convention Center Development of creative needs $0 $9,200 Creative Ads Contingency 2-page, 4C spread – Jan issue $35,000 $0 Total $100,073 $86,971 12 Groups Media Plan 13  Groups Summary Vendor Opportunity Original Budget Revised Budget HP4C ad in Southern Destination Atlanta Weddings $3,339 $3,339 Weddings - February HP4C ad in Winter and Fall Birmingham Weddings $2,336 $2,336 Weddings & Destinations 12-month digital package with The Knot $8,520 $8,520 access to direct mail list and e-blast Southern Bride HP4C ad in Winter/Spring edition $1,850 $1,850 HP4C ad in Visit Florida’s Jan/Feb Annual Worldwide Guide and Destination Weddings & May/June in Destination Weddings $11,270 $11,270 Honeymoons & Honeymoons. Includes 12 month online presence, including e-newsletter & weekly leads Revised from inclusion in show Dallas Bridal Show bags: business card & brochure to $500 $500 an E-blast 14  Groups Summary Vendor Opportunity Original Revised Budget Budget FP4C ad in Directory and QP4C ad in Spring Alabama Motorcoach $800 $800 Newsletter Florida Motorcoach FP4C ad in Directory $1,500 $0 Enhanced Display Listing in 2014 American Bus Association Motorcoach Marketer and 4 months of $2,446 $0 digital banners on buses.org 1/3P4C ad in February edition and Reunions Military Reunions Workbook in August. Print & Online Annual $3,220 $3,220 Listing for 12 months HP4C ad in January Planning Guide and 6 Religious Travel Directory $4,395 $4,395 months of digital banners HP4C ad in September planning Guide – Sports Planning Guide available in print and online. Inclusion in e- $3,400 $0 newsletter to 8,800 sports events planners Sports Events Media Group Customized digital package in development $4,000 $3,525 HP4C ad in Visit Florida March. Includes Convene bonus distribution at ASAE & DMAI $4,500 $0 conferences 12 Month Digital banner on GSAE-TV Home GSAE $4,050 $2,025 Page (1 of only 5 pages) – links back to site 15  Groups Summary Vendor Opportunity Original Revised Budget Budget 2/3P4C ad in LSAE Annual Directory in Other Associations June 3 month digital banners on ASAE and $5,710 $4,465 sponsorship of TSAE event Destination Showcase 2014 Show Date TBD. Customized package $2,850 $0 Chicago in development Show Date: February 28 – March 2, 2014 NY Times Travel Show $3,600 $0 Customized package in development Show Date: December 4 – 6, 2013 Florida Encounter $2,200 $0 Customized package in development Memphis Show Date: March 7 – 9, 2014 Southern Women’s Nashville Show Date: March 27 – 30, 2014 $3,600 $0 Tradeshow Customized package in development GaMPI Workshop Educational Workshop Sponsorship $2,750 $2,750 CVENT 2 Diamond Listing and Suggested Ad Test $5,802 $0 16  Groups Summary Vendor Opportunity Original Budget Revised Budget Red Hot Celebration Digital banners, e-newsletters $0 $1,000 Military Reunions Print and digital online listing $0 $5,000 Marketplace Media Mind Ad serving fees $0 $750 Group Travel Leader Print ad $0 $2,500 Creative development of wedding Wedding Trade Show Banner $0 $2,875 trade show banner Group Creative Ads Development of creative needs $0 $9,200 Contingency $17,362 $0 Total $100,000 $70,320 17