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

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 connections, travel partners, and meeting planners in an effort to gain brand exposure and generate new business. We accomplished these goals through collaborative and intense three-days which launched with a Media Mixer event in Birmingham, AL. Primary Project Deliverables Alabama Media Mixers • Maximize Brand Exposure. We utilized the #EmeraldCoasting campaign through various communication channels to drive home our brand message. Promotional items, signage and presentations communicated our message as a destination to meet a plethora of needs. • Provide Information. Marketing put together media kits for each contact containing our media brochure, profile sheet, and all recent press releases. The Henderson’s expansion was also included since we knew this would be a hook for the larger publications. • Generate Editorial Interest in our Destination. Our goal was to establish face to face connections with editors from media outlets and give them a local point of contact. Our efforts were focused on reiterating that we can give them editorial ideas, high resolution photography, and onsite assistance with accommodations and attractions. Our message was: it is easier than ever to feature the many ways to go #EmeraldCoasting.  Media Leads Birmingham, AL • Andrew Travis, Associate Editor, Southern Living • Meredith Branch, Blogger, Birmingham Bloggers • Emily Bridges, Blogger, Flour Magnolia • Beth Davis, Blogger, Birmingham Bloggers • Alyce Head, Editor, Hoffman Media • Heather Jeffcoat, Editor, Hoffman Media • Joe O’Donnell, Owner, B-Metro Magazine • Cathy Fingerman, Editor, B-Metro Magazine Montgomery, AL • Kristina Bodie, Business Development Manager, Explore Media • Evan Cooper, Blogger, EvanGCooper.com • Bob Corley, Editor, Montgomery Parents • Joanne Jacobs, On-air Coordinator, Troy University Public Radio • Pam Mashburn, Publisher, Explore Media • Sandra Polizos, Editor, Montgomery Prime Magazine • Leanne Thompson, Radio Host, MIX 103.3 • Jamie Thompson, Radio Host, MIX 103.3 • Deanne Watson, Editor, Montgomery Parents • Jason Watson, Editor, Montgomery Parents • Mike Ward, Account Executive, WSFA-12 News Promotional Items Promotional Items Used • EmeraldCoasting Beach Bags o ECCC Golf Towels o ECCC Cell Phone Holders o ECCC Pens o ECVB Beach Ball Luggage Tags o #EmeraldCoast T-Shirts Project Critical Success Factors (Key Performance Indicators) Project Critical Success Factors • Made connection with Coastal Living. Had conference call with Travel Editor after the Road Show to discuss future editorial opportunities. • Established face-to-face connections with editors from media outlets, such as Southern Living, Hoffman Media, B-Metro. • Made new connections with local bloggers for future pieces from blogs like Flour Page 2  Magnolia and Birmingham Bloggers group. • Generated lasting buzz in the Birmingham media community by putting the Emerald Coast right in front of them, in their city. • Established the CVB as a “go-to” point of contact for newsmakers who may have previously been unaware of what the area had to offer or our specific area. • Distributed press releases, media kits and promo items in-person that highlight and showcase various aspects of the destination. • Established face-to-face connections with editors from media outlets, such as Potential Magazine, RSVP Montgomery, Troy University Public Radio and Alabama Living. • Opened a door with Explore Media to discuss future editorial and advertising to their family market throughout their various publications statewide. • Generated lasting buzz in the Montgomery media community by putting the Emerald Coast right in front of them, in their city. • Established the CVB as a “go-to” point of contact for newsmakers who may have previously been unaware of what the area had to offer or our specific area. • Distributed press releases, media kits and promo items in-person that highlight and showcase various aspects of the destination. Project Duration Estimates Project Milestone Date Estimate Confidence Level Project Start Date – our first day in 11/20/2014 Medium ASANA Project End Date – Executive Summary 2/19/2015 High complete Page 3