Okaloosa County BOCC — September 3, 2013 — reading text

down from 3 to 2.8 • Holidays of 7 nights or longer still represent 27% of all trips • January – June, 49.6 million visitors to Florida (slight increase) • Leisure visitation makes up 88% of Florida’s travel Source: Online Travel Market 2013, VisitFlorida.com, TravelWeekly 44 Packet Pg. 564 Objectives & Strategies 45 Packet Pg. 565  Short-term Objectives 1. Enhance the Emerald Coast brand to drive visitation 2. Position Destin, Ft. Walton Beach and Okaloosa Island as top regional destinations for leisure groups and meetings 3. Design, create and launch a best-in-class tourism website for Okaloosa County 4. Create a new visitation season that drives business from Thanksgiving to New Year’s 5. Leverage events and festivals to drive repeat visitation 46 Packet Pg. 566  Long-term Objectives 1. Position Destin, Ft. Walton Beach and Okaloosa Island as one of the best beaches in America 2. Increase visitation during the non-peak months 3. Measure ROI through research and market trends to increase visitation and revenue 4. Pursue and secure positive media coverage with national and international leisure, groups and meetings publications 47 Packet Pg. 567  Strategies • Communicate year-round messaging while focusing on driving business during the shoulder seasons • Utilize research to motivate consumers to select the Emerald Coast as their vacation destination • Target consumers with a combination of traditional and online marketing • Promote and track special events and sponsorships via website • Utilize festivals and special events to drive trial and repeat visitation 48 Packet Pg. 568  Target Audience Profile Demographics: • Adults • Ages 25 – 64 • Annual HH income of $75,000+, skewing higher Mindset/Lifestyle: • Traveler – at least 3-night stay • Interested in the beach, fishing, shopping, restaurants and more • Looking for an accessible escape 49 Packet Pg. 569  Media Markets Primary target audiences will include leisure travelers within a single day’s drive of the Emerald Coast. 50 Packet Pg. 570 New Website 51 Packet Pg. 571  Website • Content strategy and planning • User experience/information architecture • Sitemap • Wireframes • Full redesign • All new content • Front-end and back-end development • Search Engine Optimization • Robust filtering • Development of mobile • Optimized for tablets 52 Packet Pg. 572 Packet Pg. 573 Marketing Initiatives 54 Packet Pg. 574  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 55 Packet Pg. 575  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 56 Packet Pg. 576 Year-round Campaigns 57 Packet Pg. 577  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 58 Packet Pg. 578 Packet Pg. 579 Packet Pg. 580 Leisure Media Plan 61 Packet Pg. 581  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 62 Packet Pg. 582  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 63 Packet Pg. 583  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 64 Packet Pg. 584  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 65 Packet Pg. 585 Co-Op Media Plan 66 Packet Pg. 586  2014 Co-Op Media Budget Line Item 50% Budget Contribution Total Budget $285,000 Traditional/Offline: Leisure $146,300 Weddings: print & online publishers