Okaloosa County BOCC — February 26, 2015 — II.g. Marketing Presentation TDC Meeting 2.26

MARKETING REPORT February 26, 2015 TDC Meeting 2.26.15 2 ALABAMA ROAD SHOW Birmingham & Montgomery ECVB and ECCC Marketing Media, Registration, Logistics & Promotional Promotional Beach Bags  Partner Participation Best Western – Destin West - Emerald Grande Four Points by Sheraton - Hampton Inn Holiday Inn – Nautilus Condos – Ramada Plaza Resort – ResortQuest  Birmingham Media Mixer Southern Living – Birmingham Bloggers Flour Magnolia – Hoffman Media – B-Metro  Montgomery Media Mixer Explore Media – Public Radio – MIX 103.3 WFSA – 12 News – Montgomery Parents RSVP Montgomery – AL Living Magazine 7  2014 Success • Continuing Momentum • Bed tax reaches a historical high with a 9.34% YOY increase (Oct. ‘13 – Sept. ‘14) • Only county in competitive set to gain market share in all four seasons (Dec ‘13 – November ‘14) • Highest summer YOY market share growth in region (June ‘14 – Aug. ‘14) • Outpaced Walton County in market share growth for Spring, Summer and Fall ’14 • 560,761 visits to EmeraldCoasting.com • 18.98 million earned public relations impressions • 28.5 million social impressions TDC Meeting 2.26.15 8  Social TDC Meeting 2.26.15 9  2015 Goals • 700,000 visits to EmeraldCoasting.com • 20 million earned public relations impressions • 30 million social impressions TDC Meeting 2.26.15 10  Public Relations • Mardi Gras coverage, The Advocate • February 3 (New Orleans & Baton Rouge) • Over 500,000 readers • PR Value: $40,983.40 • Spring FAM Trip, April 17 - 19 • ‘mommy bloggers • Local news & events • The Henderson • LuLu’s Destin • Wild Willy’s Adventure Zone • Okaloosa National TDC Meeting 2.26.15 11  Emerald Postings • New Blog • Launched early December 2014 • ‘Insider Information’ • 7 posts currently live TDC Meeting 2.26.15 12  Upcoming Initiatives • 100 Days of #EmeraldCoasting • Encourage user-generated content • Feature one #EmeraldCoasting landmark a day for 100 days • Correlates to county’s 100th anniversary • Include specific effort around Tourism Week • Quarterly Consumer E-Newsletter • Inaugural deployment, March 2015 • Quarterly release TDC Meeting 2.26.15 13  ‘15 – ‘16 Strategic Marketing Plan • Initial partner meetings, March 27 • 10am-12pm Destin Library • 2pm-4pm ECCC • Partner meeting to discuss SMP, May 15 • Present SMP to TDC, May 28 TDC Meeting 2.26.15 14  Thank You TDC Meeting 2.26.15 15  Alabama Road Show Project Overview Executive Summary Project Name: Alabama Road Show – Media Events Department: Marketing Author: Shantelle Dedicke Project Team: Shantelle Dedicke & Justin Bing Locations: Birmingham, AL & Montgomery, AL Dates: February 4 -6, 2015 Project Overview Primary Project Objectives, Goals and Benefits CVB and ECCC Marketing and Sales departments collaborated to put together a three-day event with goals to reach out to prospective media connection