Okaloosa County BOCC — September 3, 2013 — reading text

$146,300 Weddings: print & online publishers $18,664 Military: print & online publishers $17,625 Snowbird: print $15,773 Online $86,643 TOTAL: $285,000 15 Packet Pg. 535 2013 – 2014 Flowchart 16 Packet Pg. 536 Packet Pg. 537 Meetings and Conventions Media Plan 18 Packet Pg. 538  2014 Meetings/Conventions Media Budget Line Item Budget Total Budget $100,000 CVENT $5,802 Group Travel Leader, FP4C Nov/Dec Issue $2,500 GaMPI Educational Workshop $2,750 Lead Generation/Niche Target $53,948 Grand Opening of New Space/Contingency $35,000 TOTAL: $100,000 19 Packet Pg. 539 Groups Media Plan 20 Packet Pg. 540 2014 Groups Media Budget Line Item Budget Total Budget $100,000 GSAE $4,050 GaMPI Educational Workshop $2,750 Weddings $27,815 Niche Targets $54,823 Contingency $17,362 TOTAL: $100,000 21 Packet Pg. 541 Brand Identification 22 Packet Pg. 542 Emerald Coast’s Branding and Tagline • The most appealing and motivating tagline was “The Heart of Florida’s Emerald Coast: Destin, Ft. Walton Beach, Okaloosa Island” • Solves geographic challenge • Positive associations of Emerald Coast and Destin • Heart provides a location at the center • Heart also brings to mind caring, warmth, family and hospitality • “Northwest Florida’s Emerald Coast” • “Northwest” brings to mind colder weather • Geographic destination was described as “dry” • Destin only • Felt Destin was separate from other areas 23 Packet Pg. 543 Brand Identification 24 Packet Pg. 544 2014 Creative 25 Packet Pg. 545  2014 Creative • Research shows that prospective visitors to the Emerald Coast respond well to: • Emerald waters • Sugar-white sand • Variety of beach and non-beach activities • Current tagline, “Get a little sand in your soul” 26 Packet Pg. 546  27 Packet Pg. 547  28 Packet Pg. 548  29 Packet Pg. 549  30 Packet Pg. 550  31 Packet Pg. 551 Research 32 Packet Pg. 552  Visitor Profile Research • Partnering with University of West Florida to develop ongoing visitor profile information in order to: • Measure ROI and effectiveness of marketing efforts • Optimize marketing parameters • Media markets • Demographics • Target insight • Outline growth of the destination and forecast for the future 33 Packet Pg. 553  Visitor Profile Research • Findings to include: • Hotel nights/condo nights • Visitation • Visitor expenditure • Length of stay • Cities of origin • Demographics • Forecasting for future • Economic impact 34 Packet Pg. 554 Visitor Guide 35 Packet Pg. 555  Visitor Guide 2013/2014 Visitor Guide Schedule • Produced 150,000 in 7/1/13 • As of 10/17/13, 57,000 have been distributed • Projected to distribute 150,000 by 10/31/14 • Incorporate new logo to cover and any additional properties by 3/1/14 2014/2015 Visitor Guide Schedule • Acquire vendor bids by 11/8/13 • Select vendor by 11/19/2013 • New guide distributed 11/1/2014–12/1/2015 36 Packet Pg. 556 Marketing Plan Budget 37 Packet Pg. 557  Marketing Plan Budget Research (ongoing visitor profile and economic impact study) $55,200 Leisure Media $1,194,800 Groups, Meetings and Conventions Campaign $200,000 Co-Op Opportunities $285,000 Collateral, Campaign Production and Visitors Guide $400,000 Base Services/Travel Reimbursement $465,000 Total $2,600,000 38 Packet Pg. 558 Appendix 39 Packet Pg. 559 October 1, 2013 – September 30, 2014 Strategic Marketing Plan November 5, 2013 Packet Pg. 560  Table of Contents 2013 Snapshot 3 Objectives & Strategies 6 New Website 12 Marketing Initiatives 15 Year-round Campaigns 18 Leisure Media Plan 22 Co-Op Media Plan 27 Meetings and Conventions Media Plan 37 Groups Media Plan 42 Public Relations 50 Ongoing Social Media 58 Brand Identification 61 Research 65 Visitor Guide 68 Measuring Success 70 Marketing Plan Budget 72 41 Packet Pg. 561 2013 Snapshot 42 Packet Pg. 562  On Pace to Break Bed Tax Record $1,500 2% Monthly Collections $1,159.1 $1,118.9 $1,102.2 $1,102.0 $1,200 $900 Thousands $635.5 $568.6 $518.8 $505.8 $447.4 $600 $426.9 $411.2 $395.0 $362.4 $243.6 $239.3 $175.0 $158.3 $300 $119.6 $118.8 $115.8 $115.4 $103.8 $95.8 $0 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Month FY 12 FY 13 Source: Okaloosa County August Tax Revenue Report 43 Packet Pg. 563  National Travel Trends • Two-thirds of U.S. Internet users will research travel via digital channels in 2013 • Nearly 50 million U.S. consumers will research travel on their smartphones and tablets in 2013 • Adults traveling in 2013 remains stagnant, 4 out of 10 travel • U.S. travelers are taking slightly fewer trips in 2013,