Okaloosa County BOCC — May 15, 2013 — PMA Presentation to BCC on 5-21 — reading text

OKALOOSA TOURISM 2013 SUMMER LEISURE CAMPAIGN ONLINE MEDIA RECOMMENDATION MAY 21, 2013 © 2012 PETER MAYER AGENDA > Shoulder Season Campaign Results > Planning Parameters > Strategies & Tactics > Top Line Recommendations > Appendix © 2012 PETER MAYER 2  SHOULDER SEASON CAMPAIGN RESULTS SHOULDER SEASON RESULTS > March 17 – May 10 Results (campaign runs through 5/17) • 18.8M impressions served • 7.8k visits to Emeraldcoastoffers.com • 0.49% CTR (*.08% is industry average) • 2,300 clicks from Emerald Coast Offers to OTA sites • 1,783+ room nights booked, per OTAs • 1,980 new FB fans • 1,275 new Twitter followers • 3,256 engagements (clicks, re-tweets) on Promoted Tweets *Per DoubleClick 2010 Benchmark Report © 2012 PETER MAYER 3  PLANNING PARAMETERS © 2012 Peter Mayer Advertising © 2012 PETER MAYER 4  PLANNING PARAMETERS OVERVIEW > Situation • Although summer is already the peak travel season, Okaloosa County would still like to maintain top of mind awareness during this time period > Media Objective • Given the seasonality, we will not be highlighting hotel offers, but rather, build and maintain awareness of the market among travel planners © 2012 PETER MAYER 5  PLANNING PARAMETERS FRAMEWORK > Target Audience • Demographics: • Primary: A25-64, HHI $50k+, travelers, interested in beach, fishing, shopping, restaurants and family friendly destinations • Markets: • Emphasis on markets within 8 – 13-hour driving radius of the Emerald Coast • Layer of national targeting for additional reach > Timing • June 17 – August 31 © 2012 PETER MAYER 6  PLANNING PARAMETERS LEVERAGE TRAVEL CONTENT > Tactics: • Build from learning's of Shoulder Season campaign • Utilize the relevancy and visibility of top travel content sites • Employ bid-based keyword search text ads • Layer in hyper-targeting opportunities within the Facebook platform to drive additional brand engagements • Leverage targeted buys to reach audience across relevant content channels © 2012 PETER MAYER 7  MEDIA RECOMMENDATION © 2012 Peter Mayer Advertising © 2012 PETER MAYER 8  MEDIA RECOMMENDATION TRAVEL CONTENT TARGETING > Publisher Mix • RGM Alliance Network • TravelZoo • TripAdvisor/Virtual Tourist > Placement Types • Content, demo, behavioral-targeted banners • Textlinks driving to OKAT-branded page on TravelZoo > Rationale • 11% average reach, 138 average index • Reaches audience that is currently in the travel-planning mindset Source: Comscore © 2012 PETER MAYER 9  MEDIA RECOMMENDATION BEYOND TRAVEL SITES > Publisher Mix • Scripps • Burst Ad Network • Google • Facebook > Placement Types • Search query targeted text ads, aligning with relevant search terms • Facebook tile ads targeted to relevant interests (beach travel, family travel, etc.) • Content-targeted banners > Rationale • 65% average reach, 108 average index • Opportunity to scale reach and build frequency towards a qualified consumer Source: Comscore © 2012 PETER MAYER 10  MEDIA RECOMMENDATION PLAN OVERVIEW Publisher Rationale Spend Impressions Clicks Test? RGM Alliance 13% Reach/Historical $20,400 1,666,667 N/A No Performance TravelZoo 188 Index/Historical $20,000 N/A 20,000 No TripAdvisor/VT 17% Reach/156 $16,000 899,333 N/A No Index/Historical Performance Scripps 20% Reach/132 Index $15,000 1,350,000 N/A Yes Burst Network 99% Reach/Targeting $13,687 4,235,571 N/A Yes Google Search 95% $8,000 N/A 5,333 (est.) No Reach/CPC/Targeting Facebook 75% $4,000 N/A 3,636 (est.) No Reach/CPC/Targeting Media Mind Ad Serving Fees Est. $2,913 N/A N/A N/A GRAND TOTAL $100,000 8,151,571 28,970 N/A Source: Comscore © 2012 PETER MAYER 11  MEDIA RECOMMENDATION KEY PERFORMANCE INDICATORS The following metrics will be continuously tracked for optimization and reporting purposes: > Primary • Landing page activity • Cost per landing page activity • Cost per click • Google, Facebook > Secondary • Click through rate on banners/ads • Social following growth © 2012 PETER MAYER 12  APPENDIX "THE HARRIS RULE" © 2012 Peter Mayer Advertising © 2012 PETER MAYER 13  APPENDIX TARGET MARKETS: DRIVE © 2012 PETER MAYER 14  TOP LINE RECOMMENDATION RGM ALLIANCE • Strong site-side engagement during Shoulder Season campaign • Custom channel built to reach beach travelers; layer of geo-targeting applied to ensure we’re reaching the most relevant audience • Reaches 13% of our target audience Source: Comscore © 2012 PETER MAYER 15  TOP LINE RECOMMENDATION TRAVELZOO Textlinks Across TravelZoo TravelZoo Okaloosa Page • Build off of Spring campaign with Cost-per-Click textlinks that drive to the TravelZoo Emerald Coast page that was built for the Spring campaign • 188 index against target audience Source: Comscore © 2012 PETER MAYER 16  TOP LINE RECOMMENDATION TRIPADVISOR/VIRTUAL TOURIST • TripAdvisor/Virtual Tourist driving strong volume of site-side engagements during Spring Shoulder campaign • Mix of content-targeting and geo-targeting applied to banner rotation • Reaches 17% of our target audience; 156 index Source: Comscore © 2012 PETER MAYER 17  TOP LINE RECOMMENDATION SCRIPPS NETWORK Food/Cooking Home Travel • Banner rotation across content channels that have high reach/index against target audience • Example: Travel Channel, FoodNetwork, HGTV • Geo-targeting layer to ensure we’re reaching the most relevant audience • Reaches 20% of our target audience; 132 index Source: Comscore © 2012 PETER MAYER 18  TOP LINE RECOMMENDATION BURST AD NETWORK Travel Women’s Interest Food/Cooking • Custom content channel of sites to best-reach our family travel planner when she’s consuming content across the web • Geo-targeted to align with target markets • Reaches 99% of our target audience Source: Comscore © 2012 PETER MAYER 19  TOP LINE RECOMMENDATION GOOGLE KEYWORD SEARCH • Reach target as they are leaning in, seeking out travel information • Cost-per-click model minimizes waste • Sample keywords: • Beach vacation rentals • Family beach activities • Beach trip with kids • Reaches 95% of our target audience; 101 index Source: Comscore © 2012 PETER MAYER 20  TOP LINE RECOMMENDATION FACEBOOK ADS • Opportunity to target across geography, age/gender/income, and relevant interests, such as beach travel and traveling with family • Cost-per-click model minimizes waste • Reaches 75% of our target audience; 102 index Source: Comscore © 2012 PETER MAYER 21  APPENDIX BURST SAMPLE SITE LIST © 2012 PETER MAYER 22