Okaloosa County BOCC — September 24, 2015 — Agenda Packet — reading text

(check one) ___ inured to my special private gain or loss; ___ inured to the special gain or loss of my business associate, ; ___ inured to the special gain or loss of my relative, ; ___ inured to the special gain or loss of , by whom I am retained; or ___ inured to the special gain or loss of , which is the parent organization or subsidiary of a principal which has retained me. (b) The measure before my agency and the nature of my conflicting interest in the measure is as follows: Date Filed Signature NOTICE: UNDER PROVISIONS OF FLORIDA STATUTES §112.317, A FAILURE TO MAKE ANY REQUIRED DISCLOSURE CONSTITUTES GROUNDS FOR AND MAY BE PUNISHED BY ONE OR MORE OF THE FOLLOWING: IMPEACHMENT, REMOVAL OR SUSPENSION FROM OFFICE OR EMPLOYMENT, DEMOTION, REDUCTION IN SALARY, REPRIMAND, OR A CIVIL PENALTY NOT TO EXCEED $10,000. CE FORM 8B - EFF. 1/2000 32 of 34 TDC 09-24-2015 BCC xx-xx-2015 Packet Pg. 132  1.j.a Travel Reimbursement Form Attachment: I. j. TDD Manual (4780 : TDD Manual Update (Charlotte Dunworth)) 33 of 34 TDC 09-24-2015 BCC xx-xx-2015 Packet Pg. 133  1.j.a Conflict of Interest Form Attachment: I. j. TDD Manual (4780 : TDD Manual Update (Charlotte Dunworth)) 34 of 34 TDC 09-24-2015 BCC xx-xx-2015 Packet Pg. 134  1.k Tourist Development Council Meeting: 09/24/15 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Update Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 4781) DOC ID: 4781 FY16 SMP Amendment (Shantelle Dedicke) Updated: 9/21/2015 10:44 AM by Aida Wilkinson Page 1 Packet Pg. 135  1.k.a TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: September 24, 2015 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director Shantelle Dedicke, Marketing Manager SUBJECT: FY 2015-16 Strategic Marketing Plan Changes STATEMENT OF ISSUE: Request approval to 1) amend Discover America and NPR podcast Attachment: I. k. FY16 SMP changes (4781 : FY16 SMP Amendment (Shantelle Dedicke)) placements for the leisure campaign and 2) amend Garden & Gun, Coastal Living, and ad serving fees for the co-op campaign. BACKGROUND: First, the adopted Strategic Marketing Plan (SMP) includes $10,000 for a full-page ad in Discover America. This placement is part of a Visit Florida Co-Op partnership, the details of which were not finalized at the time the agency developed the SMP. The placement has now been confirmed at a cost of $11,737 for a half-page ad. The insertion deadline for Discover America is October 2. To offset the additional expense for Discover America, the agency has recommended reducing the NPR podcast buy. This means a reduction of approximately 10,000 impressions from the 2.5M minimum impressions budgeted. Second, the adopted SMP includes three issues of Garden & Gun for the co-op program. The agency recommends canceling the Garden & Gun June/July Great Southern Towns issue and reallocating the funding to expand the Coastal Living September Fall Escape issue full-page ad to a two-page spread to accommodate more partners. The dollars saved from the Garden & Gun insertion total $26,000, of which $24,000 will be allocated to the Coastal Living two-page spread. The number of partners joining the Coastal Living digital partnership in February and March has increased, so a portion of the remaining $2,000 will be reallocated to ad serving fees. Exact dollar amounts will be based on actual partner participation. OPTIONS: Approve or Deny RECOMMENDATION TO BCC: 1) Approve half-page Discover America ad at a cost of $11,737, and reduce NPR podcast to remain budget-neutral and 2) Approve reallocation of approximately $26,000 from Garden & Gun June/July Great Southern Towns issue to Coastal Living September Fall Escape two-page spread and ad serving fees. Packet Pg. 136  2.l Tourist Development Council Meeting: 09/24/15 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Presentation Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 4782) DOC ID: 4782 Marketing Update (Shantelle Dedicke) Updated: 9/21/2015 10:48 AM by Aida Wilkinson Page 1 Packet Pg. 137  MARKETING REPORT September 24, 2015 Packet Pg. 138 2.l.a Attachment: II. l. TDC_Marketing_Presentation_September_24 (4782 : Marketing Update (Shantelle Dedicke))  Accomplishments Packet Pg. 139 2 2.l.a Attachment: II. l. TDC_Marketing_Presentation_September_24 (4782 : Marketing Update (Shantelle Dedicke))  Flagler Award • 48th annual Florida Governor’s Conference on Tourism • Flagler Awards – statewide competition • Emerald Coast received a Silver Flagler Award for EmeraldCosting.com Packet Pg. 140 3 2.l.a Attachment: II. l. TDC_Marketing_Presentation_September_24 (4782 : Marketing Update (Shantelle Dedicke))  Record Breaking July Reached over 135,000 visits in July • Goal was 87,000 • Record high for website visitation • Reached 166% of our website visitation goal and 181% of visits in July 2015 Packet Pg. 141 4 2.l.a Attachment: II. l. TDC_Marketing_Presentation_September_24 (4782 : Marketing Update (Shantelle Dedicke))  Social and PR Performance Update • We saw tremendous activity with our blog posts in July with help from paid and social media as well as search engine optimizations • Significant PR coverage included a destination weddings piece in USA Today • Facebook, Instagram and Twitter all outperformed July 2014 Packet Pg. 142 5 2.l.a Attachment: II. l. TDC_Marketing_Presentation_September_24 (4782 : Marketing Update (Shantelle Dedicke))  100 Days of #EmeraldCoasting RECAP Packet Pg. 143 6 2.l.a Attachment: II. l. TDC_Marketing_Presentation_September_24 (4782 : Marketing Update (Shantelle Dedicke))  100 #EmeraldCoasting Spotlights • Featured 100 ways to go #EmeraldCoasting in Destin, Ft. Walton Beach and Okaloosa Island Packet Pg. 144 2.l.a Attachment: II. l. TDC_Marketing_Presentation_September_24 (4782 : Marketing Update (Shantelle Dedicke))  Live Events – The Heart of Tourism Award To build a community of contributing partners, the Emerald Coast launched the Heart of Tourism Award to show that #EmeraldCoasting starts with our local business partners. Packet Pg. 145 2.l.a Attachment: II. l. TDC_Marketing_Presentation_September_24 (4782 : Marketing Update (Shantelle Dedicke))  Live Events – 100th Birthday Celebration Okaloosa County’s 100th anniversary was the foundation for the campaign. Showing the destination’s 100 years of fishing, tourism, beach weddings and family fun gave context to the 100 days and a chance for local partners to get involved. Packet Pg. 146 2.l.a Attachment: II. l. TDC_Marketing_Presentation_September_24 (4782 : Marketing Update (Shantelle Dedicke))  Strong Network of Contributing Partners • Two Guest bloggers • Three Instagram takeovers • Numerous local partners utilized content and reposted Packet Pg. 147