Okaloosa County BOCC — October 5, 2013 — reading text

8.6.c.a Packet Pg. 490 Attachment: PMA Task Order 75 (2123 : Peter Mayer Advertising Task Order 75)  8.6.c.a Packet Pg. 491 Attachment: PMA Task Order 75 (2123 : Peter Mayer Advertising Task Order 75)  8.6.c.a Packet Pg. 492 Attachment: PMA Task Order 75 (2123 : Peter Mayer Advertising Task Order 75)  8.6.c.a Packet Pg. 493 Attachment: PMA Task Order 75 (2123 : Peter Mayer Advertising Task Order 75)  8.6.c.a Packet Pg. 494 Attachment: PMA Task Order 75 (2123 : Peter Mayer Advertising Task Order 75)  8.6.c.a Packet Pg. 495 Attachment: PMA Task Order 75 (2123 : Peter Mayer Advertising Task Order 75)  8.6.c.a Packet Pg. 496 Attachment: PMA Task Order 75 (2123 : Peter Mayer Advertising Task Order 75)  8.6.c.a Packet Pg. 497 Attachment: PMA Task Order 75 (2123 : Peter Mayer Advertising Task Order 75)  8.6.c.a Packet Pg. 498 Attachment: PMA Task Order 75 (2123 : Peter Mayer Advertising Task Order 75)  8.6.c.a Packet Pg. 499 Attachment: PMA Task Order 75 (2123 : Peter Mayer Advertising Task Order 75)  8.6.c.a Packet Pg. 500 Attachment: PMA Task Order 75 (2123 : Peter Mayer Advertising Task Order 75)  8.6.c.a Packet Pg. 501 Attachment: PMA Task Order 75 (2123 : Peter Mayer Advertising Task Order 75)  BCC Meeting October 1, 2013 8.6.c.b Packet Pg. 502 Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order  A Very Emerald Christmas 2 8.6.c.b Packet Pg. 503 Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order A Very Emerald Christmas Objective: • Drive visitation Thanksgiving – New Years Campaign Timing: • October 2 – December 15 Media Budget: • $203,725 3 Packet Pg. 504  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order Media Strategy • Multi-media mix for maximum reach and frequency • Regional magazines • Radio • Online 4 Packet Pg. 505  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order 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 Packet Pg. 506  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order 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 Packet Pg. 507  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order 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 Packet Pg. 508  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order 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 Packet Pg. 509  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order 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 Packet Pg. 510  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order 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 Packet Pg. 511  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order 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 Packet Pg. 512  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order 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 Packet Pg. 513  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order 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 Packet Pg. 514  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order 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