Okaloosa County BOCC — September 3, 2013 — reading text

$18,664 Military: print & online publishers $17,625 Snowbird: print $15,773 Online $86,643 TOTAL: $285,000 67 Packet Pg. 587  2014 Co-Op Media Approach • Total Budget: $285,000 • Goal is to have both traditional and online media choices averaging less than $1,000 per marketing partner • Budget Allocation: • Leisure Transient 70% of budget • Niche Markets 30% of budget • Weddings • Military • Snowbirds • Online portion of budget in development as Visit Florida has not yet published their 2014 packages 68 Packet Pg. 588  2014 Co-Op Leisure • Objectives: • Provide supplemental media to the Leisure Transient Base campaign (print, radio, outdoor, online) • Create additional frequency, or heavy-up media opportunities in most opportunistic key feeder markets • Strategy: • Ensure coverage in 100% of the 22 key markets (Leisure Transient Base Plan & Co-Op Plan combined) • Heavy-up media in markets with highest BDI index: Tennessee & Alabama 69 Packet Pg. 589  2014 Leisure Co-Op Regional Magazines: 3+ Months Market 50% Budget Marketing Contribution – Contribution 4 Partners Tallahassee $1200 $300 Huntsville $2,800 $933 Little Rock $1400 $467 Memphis $1,600 $400 Kansas City $2,200 $550 Columbus $1,800 $450 SUB-TOTAL: $11,000 FREQUENCY 3x BUDGET: $33,000 23% of Offline Leisure Co-Op 70 Packet Pg. 590  2014 Leisure Co-Op Spot Market Radio: 8+ Weeks Market 50% Budget Marketing Contribution – Contribution 6 Partners Montgomery $4,500 $750 Huntsville $4,100 $683 Birmingham $8,000 $1,333 Chattanooga $4,950 $825 Mobile $4,100 $683 Knoxville $7,000 $1,167 SUB-TOTAL: $32,650 FREQUENCY 2x BUDGET: $65,300 45% of Offline Leisure Co-Op NOTE: Above markets have 4x magazine insertions in Base Leisure Transient Plan 71 Packet Pg. 591  2014 Leisure Co-Op Digital Outdoor: 3+ Months Market 50% Budget Marketing Contribution – Contribution 6 Partners Nashville $6,500 $1,083 Memphis $4,000 $667 Kansas City $5,500 $917 SUB-TOTAL: $16,000 FREQUENCY 3x BUDGET: $48,000 33% Offline of Leisure Co-Op NOTE: Above markets have 4x magazine insertions in Base Leisure Transient Plan 72 Packet Pg. 592  2014 Niche Co-Op Weddings Market 50% Budget Marketing Contribution – Contribution 4 - 6 Partners The Knot – full year $2,500 6 partners: $417 David’s Bridal: Jan - Mar $6,026 6 partners: $1,004 Bridal Guide: Mar/Apr $6,116 6 partners: $1,019 Atlanta Weddings: Fall $2,573 4 partners: $643 Southern Bride: $1,450 4 partners: $363 Summer/Fall BUDGET: $18,664 36% of Niche Co-Op 73 Packet Pg. 593  2014 Niche Co-Op Military Market 50% Budget Marketing Contribution – Contribution 4 - 6 Partners Family magazine - March $3,025 6 partners: $504 Family magazine - May $3,025 6 partners: $504 Family magazine - June $3,025 6 partners: $504 DC Military Family Life magazine - April $2,000 4 partners: $500 DC Military Family Life magazine - May $2,000 4 partners: $500 DC Military Family Life magazine - $2,000 4 partners: $500 August DC Military.com – Full Year $2,550 6 partners: $425 BUDGET: $17,625 34% of Niche Co-Op 74 Packet Pg. 594  2014 Niche Co-Op Snowbirds Market 50% Budget Marketing Contribution – Contribution 4 - 6 Partners Canadian Traveller - Spring $2,488 6 partners: $415 Canadian Traveller – VF Guide $2,488 6 partners: $415 Dreamscapes/VF - Winter $3,085 6 partners: $514 Dreamscapes/VF - Spring $3,085 6 partners: $514 Montreal magazine - Winter $1,543 4 partners: $386 Montreal magazine – Fall Digital $1,543 4 partners: $386 Montreal magazine – Winter Digital $1,543 4 partners: $386 BUDGET: $15,773 30% of Niche Co-Op 75 Packet Pg. 595 Meetings and Conventions Media Plan 76 Packet Pg. 596  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 77 Packet Pg. 597  2014 Meetings/Conventions Media Approach • Working from the $53,948 available budget • Lead Generation platforms requested • Niche Target Segments: • Government • Religious • Sports • Corporate Regional • Requested, but lower priority: • MPI: North Florida, GaMPI, Gulf Chapter • Current Media Estimate: $54,094 78 Packet Pg. 598  Meetings/Conventions Summary Vendor Opportunity Impressions Dollars SGMP HP4C ad in Annual Show Guide – March 3,800 $2,000 Bonus FP4C ad in November and 100 hours Meetings Focus 55,000+ $6,500 for Lead Generation Program Custom package: Print, Online, E-blasts, TBD once package Plan Your Meetings $5,000 Events, 80 hours for Lead Generation finalized TBD once package Collinson Media Print, Online, E-blasts and Lead Generation $17,450 finalized HP4C ad in Sept/Oct “Florida/The South Prevue Central Meeting”, online, E-blasts, online 40,000 minimum $3,865 Q&A interview FP4C ad in Nov/Dec and custom package: TBD once package Group Family Travel $8,500 Print, Online, E-blasts finalized Final total TBD based SUB-TOTAL: on package $43,315 negotiations 79 Packet Pg. 599  Meetings/Conventions Summary Vendor Opportunity Impressions Dollars GaMPI Workshop Package in development TBD $2,750 CVENT 2 Diamond Listing and Suggested Ad Test N/A $5,802 Google Text Ads Targeted to Relevant Search Queries N/A $13,206 Contingency 2-page, 4C spread – Jan issue $35,000 SUB-TOTAL: $56,758 Final total TBD based on package