Okaloosa County BOCC — September 3, 2013 — reading text

TOTAL: $100,073 negotiations 80 Packet Pg. 600 Groups Media Plan 81 Packet Pg. 601 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 82 Packet Pg. 602  2014 Groups Media Approach • Working from the $73,200 available budget • 37% Weddings • 63% Niche Markets • Prioritization based on client feedback • Niche Target Segments: • Bus/Motorcoach • Military • Religious • Sports • Regional Meetings • Family Reunions • NOTE: Snowbirds in Leisure and Co-Op plan • As many associations as possible, with TSAE sponsorship 83 Packet Pg. 603  Groups Summary: Weddings Vendor Opportunity Impressions Dollars HP4C ad in Southern Destination Weddings - Atlanta Weddings 68,000 $3,339 February HP4C ad in Winter and Fall Weddings & Birmingham Weddings 36,000 $2,336 Destinations 12-month digital package with access to The Knot 450,000 $8,520 direct mail list and e-blast Southern Bride HP4C ad in Winter/Spring edition 40,000 $1,850 HP4C ad in Visit Florida’s Jan/Feb Annual Worldwide Guide and May/June in Destination Weddings & Destination Weddings & Honeymoons. 340,000 $11,270 Honeymoons Includes 12 month online presence, including e-newsletter & weekly leads Inclusion in show bags: business card & Dallas Bridal Show 8,000 $500 brochure Final total TBD based SUB-TOTAL: on package $27,815 negotiations 84 Packet Pg. 604  Groups Summary Vendor Opportunity Impressions Dollars FP4C ad in Directory and QP4C ad in Spring Alabama Motorcoach 550 $800 Newsletter Florida Motorcoach FP4C ad in Directory TBD $1,500 Enhanced Display Listing in 2014 Motorcoach American Bus Association Marketer and 4 months of digital banners on TBD $2,446 buses.org 1/3P4C ad in February edition and Reunions Military Reunions Workbook in August. Print & Online Annual 30,000 $3,220 Listing for 12 months HP4C ad in January Planning Guide and 6 Religious Travel Directory TBD $4,395 months of digital banners HP4C ad in September planning Guide – Sports Planning Guide available in print and online. Inclusion in e- 18,800 $3,400 newsletter to 8,800 sports events planners Sports Events Media Group Customized digital package in development TBD $4,000 HP4C ad in Visit Florida March. Includes Convene bonus distribution at ASAE & DMAI 25,000 minimum $4,500 conferences 12 Month Digital banner on GSAE-TV Home GSAE TBD $4,050 Page (1 of only 5 pages) – links back to site 85 Packet Pg. 605  Groups Summary Vendor Opportunity Impressions Dollars 2/3P4C ad in LSAE Annual Directory in June. Other Associations 3 month digital banners on ASAE and TBD $5,710 Sponsorship of TSAE event Destination Showcase 2014 Show Date TBD. Customized package in TBD $2,850 Chicago development Show Date: February 28 – March 2, 2014 NY Times Travel Show TBD $3,600 Customized package in development Show Date: December 4 – 6, 2013 Florida Encounter TBD $2,200 Customized package in development Memphis Show Date: March 7 – 9, 2014 Southern Women’s Nashville Show Date: March 27 – 30, 2014 TBD $3,600 Tradeshow Customized package in development GaMPI Package in development TBD $2,750 CVENT 2 Diamond Listing and Suggested Ad Test N/A $5,802 Final total TBD based SUB-TOTAL: on package $54,823 negotiations 86 Packet Pg. 606  Groups Summary Vendor Opportunity Impressions Dollars WEDDINGS/NICHE: $82,638 CONTINGENCY: $17,362 TOTAL: $100,000 87 Packet Pg. 607 2013–2014 Flowchart 88 Packet Pg. 608 Public Relations 89 Packet Pg. 609  Public Relations Objectives • Raise awareness of the Emerald Coast to targeted audiences • Encourage travelers to choose Emerald Coast over other Gulf Coast beach options Strategies • Generate news coverage of the Emerald Coast by publicizing area festivals, events and attractions • Leverage attractions and activities that are unique to the area to separate the destination from its adjacent competitors • Provide the media with in-person destination experiences to create targeted travel media coverage 90 Packet Pg. 610  Public Relations Tactics Target top BDI regional and national media outlets with news dissemination and outreach, including press releases, quarterly story ideas and features, destination travel news promotions and customized itineraries for in-person destination visits • Publishing House Periodicals • Southern Progress/Time Inc. (Southern Living, Coastal Living) • Meredith (Family Circle, Ladies Home Journal, More) • Condé Nast (Traveler, Golf Digest, SELF) • National Geographic (Traveler, Explorer) • Regional news print/consumer monthlies • Top BDI markets • Travel media • Online outlets • Freelancers (SATW, NATJA, Midwest Travel Writers Assn.) • Blogs (Gadling) 91 Packet Pg. 611  Public Relations Tactics Promote destination events – including fishing, festivals/events, golfing, sports and A Very Emerald Christmas holiday promotion – to generate coverage of the Emerald Coast within regional drive market/BDI media, with emphasis on single- day drive markets: • Houston • Atlanta • Tallahassee • Birmingham • New Orleans • Baton Rouge • Huntsville • Montgomery • Jackson • Lafayette • Mobile 92 Packet Pg. 612  Public Relations Tactics Coordinate, plan and host thematic travel press familiarization trips that highlight the destination’s compelling travel offerings. Target media that reach key audience segments with stories that appealing to them. Proposed Themes (Host 2 trips) • Family and multi-generational travel • Sport fishing • Golf Media Targets • Regional BDI • National consumer and travel media • International media • Canada/Germany/U.K. • Toronto Star • Montreal Gazette • The Guardian (U.K.) • The Bild (Frankfurt, Germany) 93 Packet Pg. 613  Public Relations Tactics Attend Society of American Travel Writers Annual Member Convention, establishing a presence at the 2013 Convention, October 20–25, 2013, on the Mississippi Gulf Coast and participate in the organization’s “Marketplace” show, promoting story ideas for the Emerald Coast. Areas of focus • Family travel • Snowbirds/mature travel • Golf/Sport fishing •