Okaloosa County BOCC — October 5, 2013 — reading text

sale 11/15/13 • Minimum Impressions: 15,000,000 14 Packet Pg. 515  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order Online Approach • Focus on key performers from previous campaigns • Blend contextually-relevant placements with behavioral and geo-targeted placements to achieve maximum reach against target 15 Packet Pg. 516  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order TripAdvisor Placements: • Banners targeted to Destin, Fort Walton and Okaloosa Island content • Geo-targeted banner rotation across beach travel content • Bonus run of site banner rotation Rationale: • TripAdvisor has been consistent in terms of driving site-side actions for both our Spring and Summer efforts • 15% reach and 132 index against target (Comscore) Budget & Return: • $15,000; 817,000 impressions 16 Packet Pg. 517  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order Google Placements: • Text ads targeted to relevant keyword categories: • Holiday travel getaways/deals (“last minute holiday vacation ideas”, “holiday beach trip”, etc.) • Competitive market terms (“Pensacola hotels”) • General travel (“travel deals”, “travel offers”) • Emerald Coast branded terms (“Destin travel”) Rationale: • Reaches travelers when they are actively seeking out relevant information • Google text ads have been a consistent site-side action driver • Cost per click bidding structure allows for minimal risk Budget & Return: • $2,500; 1,250 estimated clicks to Okaloosa site 17 Packet Pg. 518  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order Visit Florida Placements: • Prominent position on site’s most visited page • Content Tile ad rotates between limited number of advertisers • 194x255 and 160x600 Rationale: • #1 visited Florida site • Over 250,000 unique monthly visitors August - November Budget & Return: • $3,600 Source: Compete.com – August through November 2012 site traffic 18 Packet Pg. 519  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order Radio • Four (4) week schedules • Birmingham, AL • Tennessee Radio Network • :30 second commercials • 4 – 5 stations deep in Birmingham • 50% Target Reach / 7.9 Frequency • 70 Base network affiliates in Tennessee • Spots to air Mon-Wed or Wed-Fri • 2,660 spots total • Minimum impressions: 18,238,000 19 Packet Pg. 520  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order Radio • With an additional investment of $47,000, Georgia Radio Network is recommended • :30 second commercials • 118 Base network affiliates in Georgia • Spots to air Monday - Saturday • 176 spots per network • 4 week schedule • Minimum impressions: 6,349,200 20 Packet Pg. 521  8.6.c.b Tactical Collateral Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order • Window clings • Encourage local businesses to promote A Very Emerald Christmas • Postcards • Distribute promotional material at events (i.e. Destin Seafood Festival) • Calendar brochure • Highlight events happening all December long 21 Packet Pg. 522  8.6.c.b Public Relations Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order • Proactively reach travel and feature editors • Prioritize my target markets and cold weather cities • Event focused outreach: • Develop press releases, pitches and story ideas • Focus on unique events in the area (boat lighting, restaurant month) • Snowbird Outreach • Focus on weather and activities from Thanksgiving – New Year’s 22 Packet Pg. 523  8.6.c.b Events Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order • Destin Boat Lighting • Partnering with Destin History and Fishing Museum to extend Harbor boat lighting throughout the month of December • Restaurant Month • Pre Fixe menu prices all December long • Cooking demonstrations 23 Packet Pg. 524  8.6.c.b Attachment: Very Emerald Christmas BoCC Presentation 10-1 (2123 : Peter Mayer Advertising Task Order Plan Summary Vendor Opportunity Impressions/Clicks Net Budget Regional Magazines Full Page 4C units , promotional tie-ins 1,245,484 minimum $64,000 Birmingham market and Radio 11,468,800 minimum $30,000 Tennessee Radio Network Radio Georgia Radio Network – 4 week schedules 11,468,800 minimum $47,000 Family Travel Sponsorship, Supporting Social 3,167,062 Southern Living $40,000 Amplification and Banner Rotation 15,000,000 in-book promotion TripAdvisor Content and geo-targeted banners 817,000 $15,000 Text ads targeted to search queries related to Google holiday travel, competitive markets, general 1,250 (estimated clicks) $2,500 travel and Okaloosa-related terms Prominent Homepage tile ad placement and Visit Florida N/A $3,600 support banner Media Mind Ad Serving Fees N/A $1,625 Total Spend $203,725 Estimated Impressions/Clicks 38,467,546 and 1,250 clicks 24 Packet Pg. 525  9.1 BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: October 1, 2013 TO: Honorable Chairman and Members of the Board FROM: Rick Owen SUBJECT: Notes from Gulf Consortium Meeting - 9/18/2013 DEPARTMENT: County Administrator BCC DISTRICT: All Commissioner Parisot to address the Board regarding his recent trip to Gulf Consortium Meeting on September 18, 2013. Attached are the Trip Report on the Gulf Consortium meeting, the meeting agenda, and a table showing amounts paid by individual counties to FAC in support of their services on the RESTORE Act. These items are informational with no Board action required. RECOMMENDED BY: APPROVED BY: Ernie Padgett, County Administrator Packet Pg. 526  9.1.a Trip Report on Gulf Consortium Meeting, Sept. 18, 2013 at West Palm Beach, FL Attendee: Dave Parisot, Director Attachment: Trip Report on Gulf Consortium Meeting, Sept 18, 2013 (2130 : Notes from Gulf Consortium Meeting - 9/18/2013) 1. The Meeting Agenda is attached. My comments will be on Agenda Items 4, 5, 6, 7, 8, 10/11, 12 and 13. [Note: This meeting had the lowest attendance of County Directors to date. Seven of the 23 Consortium counties were either absent (3) or had a non-voting representative (4) in attendance. Reasons given for non-attendance were due to meeting location and/or budget hearings.] 2. Agenda Item 4 (Draft Treasury Rules)(Note: A copy of the Draft Treasury Rules was provided to each