Okaloosa County BOCC — September 3, 2013 — reading text

was prudent to prepare a separate BP Marketing Plan which sets forth the proposed expenditures of BP funds for Fiscal Year 2013- 2014. BACKGROUND: To date, the County has recovered a total amount of $957,471.00 in improperly used BP grant funds. Pursuant to the Memorandum of Understanding between BP Exploration & Production, Inc. And Florida’s Coastal Northwest Communication Council, Inc. (“MOU”), these funds must be spent by April 2014. At its October 24, 2013 meeting, the TDC voted unanimously to recommend approval of the proposed BP Marketing Plan. A copy of that plan is attached. OPTIONS: Approve/Disapprove RECOMMENDATIONS: Approve and adopt the BP Marketing Plan for Fiscal Year 2013- 2014 by Resolution; a copy of which is attached. RECOMMENDED BY: APPROVED BY: Ernie Padgett, County Administrator Packet Pg. 503 January 1 – March 31, 2014 BP Spend November 5, 2013 Packet Pg. 504  BP Budget Total Allocation: • $957,471 Timing: • November 5, 2013–March 30, 2014 • All dollars are required to be spent by March 30, 2014 2 Packet Pg. 505  Summary Vendor Opportunity Impressions Dollars 2-3 networks ; :30s and :15s ; February - National Cable 21,475,770 $390,000 April and June through August 2014 TV segments featuring EC, full year national Bill Dance TV exposure, YouTube episodes, 26x 8,475,000 $55,000 Facebook fishing updates Southern Living 2/3 page, 4C ad – March 2,687,235 $62,000 Golf Digest/Architectural FP, 4C – February 2014 issue 1,628,660 $73,550 Digest Satellite Radio :30 sec schedules Nationally, January - March 19,734,000 $32,895 Commercial spots and EC produced segments, visitor info network – thru SE Destination TV 19,073,500 $64,026 hotel/condo rooms from January through September 3 Packet Pg. 506  Summary Vendor Opportunity Impressions Dollars Performance-Targeted RocketFuel 13,946,822 $90,000 Banners Adara BT/Geo-Targeted Banners 5,593,880 $60,000 Travelandleisure.com, Run of Site Banners 2,000,000 $41,255 Foodandwine.com Brand Television, Event and $88,745 Brand Photography GRAND TOTAL 94,614,867 $957,471 4 Packet Pg. 507 Appendix 5 Packet Pg. 508  National Cable Highlights: • Purchase :30 second and :15 second spots to extend overall presence • 2 – 3 networks deep • Travel-related content, female-skewing networks Rationale: • Strong brand awareness generating tactic • Target audience is a heavy cable viewer Investment & Return: • Cost: $390,000 • Impressions: 21,475,770 minimum 6 Packet Pg. 509  Destination Network TV Highlights: • Visitor information network throughout SE hotel & condo rooms, serving resort & cultural destinations • Commercial spots and specially produced Emerald Coast segments • Schedule supporting all key booking windows Rationale: • Audience is relaxed, receptive and looking for new experiences • Key markets: Atlanta, New Orleans, Gulf Coast of FL/AL, Grand Strand of SC, Lowcountry and Florida Keys Investment & Return: • Cost: $64,026 • Impressions: 19,073,500 7 Packet Pg. 510  Bill Dance Sponsorship: TV+ Highlights: • Television segments filmed & featuring Emerald Coast • Full year national television exposure • 26x Facebook “fishing conditions” updates • Billdanceoutdoors.com banner ads • Bill Dance YouTube – Emerald Coast episodes • Bill Dance personal endorsement & usage Rationale: • #1 fishing authority on TV • Airs on 3 cable networks: NBC Sports, Outdoor Channel and newly added Destination America Investment & Return: • Cost: $55,000 • Impressions: 8,475,000 8 Packet Pg. 511  Satellite Radio Highlights: • 4 channels per week • 1515 :30 second spots • Provides coverage in all major booking window – 6 weeks Rationale: • Strong radio option for target audience • Provides coverage in key markets and beyond Investment & Return: • Cost: $32,895 • Impressions: 19,734,000 9 Packet Pg. 512  Golf Digest/Architectural Digest Highlights: • Circulation: 1,628,660 • Full Page 4C ad: February 2014 • East North Central Region: IL, IN, MI, OH, WI Rationale: • Spent 3+ nights in hotel past year 205 Index • Visited Florida in past year 216 Index • Participated in boating/fishing 227 Index Investment & Return: • Cost: $73,550 • Impressions: 1,628,660 minimum Source: MRI Doublebase 2012 10 Packet Pg. 513  Southern Living Highlights: • Circulation: 2,687,235 • 2/3 4C Page ad: March • Flat rates y-o-y at 35% discount Rationale: • Enthusiastic travelers • High propensity for travel to Florida: 163 Target Index • 1/3 of circulation is within drive distance of Emerald Coast Investment & Return: • Cost: $62,000 • Impressions: 2,687,235 Source: MRI Doublebase 2012 11 Packet Pg. 514  Adara Highlights: • Adara is an audience platform that uses first party data to reach qualified travel audience across its network of premium sites (sample site logos noted) • Placements proposed: • Standard display banners • Pre-roll Rationale: • Leverages relevant data points to reach relevant target segments across its network of sites • Purchase history • Recent search queries • Demographics • Travel patterns • Life stage/Lifestyle • Psychographics • Allows for targeted scale Investment & Return: • Cost: $60,000 • Impressions: 5,593,880 • 600,000 bonus impressions ($5,700 value) 12 Packet Pg. 515  Rocket Fuel Highlights: • Rocket Fuel is a Demand Side Platform network that utilizes algorithms to take into account a consumer’s online behavior, location, time of day, creative execution, etc. that drove performance on the advertiser’s site; Rocket Fuel then adjusts its placement mix and creative mix accordingly in an effort to deliver high priority site side actions • Placements proposed: • Standard display banners • Pre-roll • Sample site logos provided Rationale: • Allows for targeted scale • Auto optimization to core site side actions, ensuring dollars are spent on highest-performing placements Investment & Return: • Cost: $90,000 • Impressions: 13,946,822 13 Packet Pg. 516  Travel + Leisure/Food & Wine Highlights: • Travel + Leisure/Food & Wine • 2 million online impressions across these premium sites , running in March Rationale: • Travel + Leisure/Food & Wine commitment builds off of previously outlined print buy, helping to build general destination awareness in the months leading up to the summer travel season Investment & Return: • T+L/F&W: Cost: $41,255 (only sold as package with print) • Impressions: 2,000,000 14 Packet Pg. 517  RESOLUTION NO. 2013-__ A RESOLUTION OF THE BOARD OF COUNTY COMMISSIONERS OF OKALOOSA COUNTY, FLORIDA, PROVIDING FOR THE ADOPTION OF THE TOURIST DEVELOPMENT BP MARKETING PLAN TO GOVERN THE EXPENDITURES OF BP FUNDS FOR FISCAL YEAR 2013-2014; AND PROVIDING FOR AN EFFECTIVE DATE. WHEREAS, on September 18, 2012 the Board of County Commissioners (the “Board”) adopted revisions to the Operations and Procedures Manual (the “Manual”) governing the operations of the Tourist Development Department (the “TDD”) and Tourist Development Council; and WHEREAS, the revision to the Manual requires the adoption of a Tourist Development Strategic Marketing Plan (the “Plan”) as a component of each annual budget submitted by the TDD; and WHEREAS, the Board finds that the adoption of a separate BP Marketing Plan to govern the expenditures of BP funds during Fiscal Year 2013-2014 will provide clarity and transparency for the operations of the TDD; and WHEREAS, the Tourist Development Council at its October 24, 2013 meeting reviewed the proposed BP Marketing Plan; and WHEREAS, the Board finds that adopting a BP Marketing Plan which sets forth the proposed marketing activities and expenditures of BP funds is in the public interest and is consistent with the requirements of