Okaloosa County BOCC — August 2, 2016 — FY16 SMP Amendment Q3

- FY 2015-16 STRATEGIC 'MARKETING PLAN TDC - May 28, 2015, Amended December 10, 2015 Amended April 28, 2016, Amended July 21, 2016 BCC - July 7, 2015, Amended December 15, 2015 Amended May 03, 2016, Amended August 2, 2016 % THE HEART OF = FLORIDA'S COAST DESTIN | FT. WALTON BEACH OKALOOSA ISLAND i FL and AL Motorcoach Associations Rationale: Direct access to top feeder market group travel associations * Members are responsible for planning and operations * Florida: recently re-organized and is managed by ABA Highlights: * Florida: 12-month banner advertising in FMA Bus Bulletin and online travel directory » Alabama: FP4C in annual directory and QP4Cin-spring HP4C in winter, spring, summer, fall newsletters Investment & Return: e Cost: $2,700 ) THE HEART OF ’/:'?a\ i FLORIDA'S *_Impressions: 40,550 minimum +ME LD DESTIN | FT. WALTON BEACH OKALOOSA ISLAND Marketing Plan Budget 0 Promotional Iltems & Collateral Local Event Promotional Activities Trade Show Fees Advertising Agency (Base Services & Travel) Advertising Agency (Media Planning & Purchasing) Website Development & Maintenance Public Relations (e.g. Familiarization Tours, Road Shows) Media Campaign (Fall/Winter, Christmas, Snowbird, Spring/Summer, Non- Seasonal/Niche) Media Campaign (Groups, - Meetings/Conventions) Campaign Production Local Event Marketing Funding Applications Advertising (e.g. Welcome Center & Publication Listings) Marketing to Assist in Airline Recruitment Promotional Reserve Grand Total = $141,906 $140.00 141,90 $5,000 $5,000 $5,000 $5,000 $59,225 $59,225 $59,225 $59,225 $465,000 $465,000 $465,000 $465,000 $100,000 $100,000 $100,000 $100,000 $82,068 $82,068 $82,068 $82,068 $95,000 | $95,000 $95,000 $95,000 $2:322,010 $2:263.453 $2:273463 $2,362,199 $210,235 $210,235 $210,235 | $210,235 $200,000 $239,582 $230.582 $200,000 $169;850 $219,850 $219,850 $219,850 $11,480 $11,480 $11,480 $11,480 $500,000 $500,000 $500,000 $500,000 $100,000 —$106.000 $90.000 | $38.836 $4,460,868 $4,490,893 $4,490,893 $4,490,799 COAST DESTIN | FT. WALTON BEACH OKALOOSA ISLAND Leisure Media Rollup Interfuse Media Google Search, Bing Search and YouTube Facebook SAY Media YuMe Google YouTube TrueView/Hulu Discover America Boomer Aviation NCAA Basketball Classic Pets Welcome Here Food & Travel Magazine Ad serving fee estimate 20,000,000 N/ A (68,000 clicks) N/A (25,657 clicks) N/A (37,500 clicks) 5,000,000 N/A (3,181clicks) TBD TBD TOTAL: Spring, Summer, Fall, Snowbird Spring, Summer, Fall, Christmas, Snowbird Spring, Summer, Fall, Christmas, Snowbird Spring, Fall, Snowbird Spfing, Fall, Snowbird Spring, Summer, Fall, Christmas Spring, Summer, Fall, Snowbird Fall, Christmas Fall Non-Seasonal Summer Spring, Summer, Fall, Christmas, Snowbird THE HEART OF COAST DESTIN | FT. WALTON BEACH OKALOOSA ISLAND $50,000 $170,000 $19,500 $50,000 $50,000 $35,000 $11737 $13,500 $3,500 6,725 $5,825 $13,000 $15,000 $1,499,907 $1,501,967 $15H,907 $1,527,957 (o] - FLORIDA'S Meetings/Conventions Media Rollup WerdaslGiE e presslons i T Dollars| Plan Your Meetings 168,000 $5,000 Collinson Media 374,500 $38,618 Christian Meetings & Conventions : ‘ 3,600 | $1,200 Association : : Google/Bing-Yahoo! Search N/ A (3,900 clicks) $10,000 Cvent N / A =9 1,275 LinkedIn N/ A (3,738 clicks) $14,953 Visit Florida | 156,000 ol $8,700 Meetings Today Magazine $3,500 Ad Serving Fees | $2,000 SOEeY $95,196 THE HEART OF - FLORIDA'S EMERALD COAST DESTIN | FT. WALTON BEACH OKALOOSA ISLAND