Okaloosa County BOCC — September 3, 2013 — reading text

the Manual. NOW THEREFORE, BE IT RESOLVED BY THE BOARD OF COUNTY COMMISSIONERS OF OKALOOSA COUNTY, FLORIDA, AS FOLLOWS: SECTION 1: RECITALS The recitals set forth above are true and correct and are incorporated into this Resolution. SECTION 2: ADOPTION OF THE TOURIST DEVELOPMENT BP MARKETING PLAN A. The Board hereby adopts the attached BP Marketing Plan, which sets forth the proposed marketing and promotional activities and expenditures of BP funds for Fiscal Year 2013- 2014. B. The proposed expenditures provided in the BP Marketing Plan constitute only a general allocation of projected revenues between the general tasks outlined therein and do not 1 Packet Pg. 518  constitute the authorization for the expenditure of those funds. All such expenditures must be authorized pursuant to the task order review and approval process adopted by the Board and codified in Section E.600 of the Manual. SECTION 3: EFFECTIVE DATE This resolution shall become effective immediately upon adoption by the Board of County Commissioners and shall govern all expenditures for marketing and promotion for Fiscal Year 2013-2014. ADOPTED this ____ day of __________ 2013. BOARD OF COUNTY COMMISSIONERS OKALOOSA COUNTY, FLORIDA By: ______________________________ DON R. AMUNDS, CHAIRMAN ATTEST: DON W. HOWARD CLERK OF CIRCUIT COURT By: ________________________________ Deputy Clerk 2 Packet Pg. 519  BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: November 5, 2013 TO: Honorable Chairman and Members of the Board FROM: Daniel O'Byrne SUBJECT: 2013 - 2014 TDD Strategic Marketing Plan DEPARTMENT: Tourist Development Department BCC DISTRICT: All STATEMENT OF ISSUE: Pursuant to Section D.200(2) of the Tourist Development Operations and Procedures Manual (“Manual”), the TDD has prepared the attached Strategic Marketing Plan (“Plan”), which sets forth the proposed marketing activities and expenditures for Fiscal Year 2013-2014. BACKGROUND: The Strategic Marketing Plan for Fiscal Year 2012-2013 included several Plans broken out by season and by campaign. As a result of very thorough input received from the community, stakeholders and the TDC, the TDD has prepared one singular annual Plan for 2013-2014 which encompasses all seasons and campaigns to be executed throughout the 12 month period. The consolidated Plan will allow for more efficient and effective use of Tourist Development Tax revenues. At its October 24, 2013 meeting, the TDC voted unanimously to recommend approval of the proposed Plan. A copy of that plan is attached. OPTIONS: Approve/Disapprove RECOMMENDATIONS: Approve and adopt the Okaloosa County Tourist Development Department Strategic 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. 520 October 1, 2013 – September 30, 2014 Strategic Marketing Plan Presentation November 5, 2013 Packet Pg. 521 Marketing Initiatives 2 Packet Pg. 522  Initiatives • Conduct annual consumer research to measure ROI • Develop a year-long marketing campaign • Utilize a baseline of destination awareness • Layer on media flights during key booking windows to reach high potential segments • Maximize media budget and leverage added value exposure • Generate earned media through Public Relations • Create Social Media awareness and engagement through community management and cross-channel campaigns 3 Packet Pg. 523  2014 Booking Windows Booking Window Impact Period Primary Audience October– Thanksgiving – 2013 Christmas Mid-December New Year’s Families and/or couples Post-Spring Break – Couples and/or groups Spring January–March pre-Memorial Day without children Mid-January– Memorial Day – Summer Mid-June Mid-August Families Retired adults from Mid-August– December 2014 – northern climates Snowbirds November February 2015 (including Canada) Mid-August – Couples and/or groups Fall Mid-June–August Thanksgiving without children Mid-August– Thanksgiving – 2014 Christmas October New Year’s Families and/or couples 4 Packet Pg. 524 Year-round Campaigns 5 Packet Pg. 525  A Very Emerald Christmas Timing: October 3–December 20 • National Satellite Radio: 4 weeks • Online: TripAdvisor, Google, Southern Living, Visit Florida • Digital Outdoor, 1 month: Atlanta, Nashville, Birmingham • Regional Magazines, full page print ads: • Atlanta • Birmingham • New Orleans • Louisville • Nashville • Knoxville • Print: Southern Living and Texas Monthly 6 Packet Pg. 526 Packet Pg. 527 Packet Pg. 528 Leisure Media Plan 9 Packet Pg. 529  Leisure Plan Summary Highlights: • Television – national cable • National publications • Regional magazines • Continuous online presence, including pre-roll video • Radio • Digital outdoor boards Budget: • $1,194,800 10 Packet Pg. 530  Offline Summary Vendor Opportunity Impressions Dollars Visit Florida Guide 2-page, 4C spread – January release 600,000 $15,000 Play Florida FP, 4C ad – year round distribution 765,000 $28,650 Life’s a Beach FP, 4C ad – spring/fall/winter 500,000 $9,345 Coastal Living FP, 4C ad - Visit Florida: February & April 2014 900,000 $47,740 Beaches, Resorts, and Parks FP, 4C ad – full year presence 100,000 $9,030 2/3 page, 4C ad – November 2013 & August Southern Living 21,089,470 $124,000 2014 Family Circle, Family Fun, FP, 4C ad – May 2014 1,634,349 $53,674 Parents Bon Appetit/Architectural FP, 4C – July 2014 322,000 $72,770 Digest/Vanity Fair FP, 4C – May 2014 ; Custom advertorial Travel+Leisure/Food & Wine creation ; digital Mar-May 2014 exposure ; 2,950,000 $0 custom e-blast 11 Packet Pg. 531  Offline Summary Vendor Opportunity Impressions Dollars 3 metro market ; Christmas Digital Outdoor TBD $40,000 2013 & 2014 windows FP, 4C – VF: Escape to the South Toronto Life 89,468 $10,949 – January 2014 FP, 4C – February 2014 issue Crossings FL editorial and guaranteed EC 150,000 $4,500 content FP, 4C units – top-feeder Regional Magazines markets, Christmas, 3,179,379 $223,624 Spring/Summer, Fall :30 sec schedules Nationally for Satellite Radio 46,524,000 $30,895 all key campaigns 12 Packet Pg. 532  Online Summary Vendor Opportunity Impressions Dollars Yahoo BT/Geo-Targeted Banners 27,225,916 $117,000 Google Keyword Text Ads N/A $78,911 Targeted Tile Ads, Promoted Facebook N/A $28,583 Posts Run of Site Banners, CanadianTraveller.net 159,000 $8,700 Newsletter, Social Media Mind Ad Server Ad Serving Fees N/A $10,855 OFFLINE SUB TOTAL $670,177 DIGITAL SUB TOTAL $244,049 FALL (OCTOBER ONLINE ONLY) $93,657 PASS THROUGH (Aviation & Powerboat) $24,000 2014 MEDIA PLANNING $101,120 Contingency $61,797 GRAND TOTAL 106,188,582 $1,194,800 13 Packet Pg. 533 Co-Op Media Plan 14 Packet Pg. 534  2014 Co-Op Media Budget Line Item 50% Budget Contribution Total Budget $285,000 Traditional/Offline: Leisure