Okaloosa County BOCC — September 3, 2013 — reading text

Holiday travel Media appointments • Southern Living • San Francisco Chronicle • Frommers.com • Regional Freelancers 94 Packet Pg. 614  Public Relations Tactics Place emphasis on building relationships with national travel/consumer media through story outreach that can lead to a major news placement highlighting the Emerald Coast to a significant audience Top consumer travel periodical • Travel + Leisure • AAA Traveler Network TV morning show • NBC’s “TODAY” show Major national or top-market daily newspaper “Travel” section • USA Today • New York Times • Los Angeles Times • Washington Post 95 Packet Pg. 615  2014 Targeted Tactics Impact Period Primary Audience Tactic 2013 Christmas Thanksgiving– New Year’s Families and/or couples Outreach to BDI Markets Highlight alternative Spring Post-Spring Break– Couples and/or groups Break destination to Spring pre-Memorial Day without children national outlets Host Spring Fam Trip Summer Memorial Day–Mid-August Families targeting families Retired adults from Target appropriate December 2014–February northern climates (including publications highlighting Snowbirds 2015 Canada) offerings Couples and/or groups Highlight destination events Fall Mid-August–Thanksgiving without children and festivals to BDI markets Outreach to long lead print and TV outlets to secure national and regional 2014 Christmas Thanksgiving–New Year’s Families and/or couples coverage 96 Packet Pg. 616 Ongoing Social Media 97 Packet Pg. 617  Overview Objectives • Utilize social channels to reach current Emerald Coast visitors, future visitors and the local community • Provide a unique, two-way communication channel to call fans to action • Glean consumer insights from all social networks to enhance content and generate brand awareness Strategies • Generate awareness about the Emerald Coast as a tourist destination through current and new social channels • Drive consideration by educating fans about the Emerald Coast through live content and repurposing user experience • Integrate Social Media into campaigns throughout the year, keeping messaging consistent through all channels • Encourage preference by identifying and engaging key online influencers in conversation 98 Packet Pg. 618  Channels Fans/Followers URL Network (as of 10/17/13) Facebook www.facebook.com/FloridasEmeraldCoast 449K Twitter www.twitter.com/EmeraldCoastFLA 4,120K Pinterest www.pinterest.com/emeraldcoastfla 450 99 Packet Pg. 619 Brand Identification 100 Packet Pg. 620 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 10 1 Packet Pg. 621 Brand Identification 10 2 Packet Pg. 622 2014 Creative 103 Packet Pg. 623  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” 104 Packet Pg. 624  105 Packet Pg. 625  106 Packet Pg. 626  107 Packet Pg. 627  108 Packet Pg. 628 Research 109 Packet Pg. 629  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 110 Packet Pg. 630  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 111 Packet Pg. 631 Visitor Guide 112 Packet Pg. 632  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 11 3 Packet Pg. 633 Measuring Success 114 Packet Pg. 634  Measuring Success Performance will be measured by: • Campaign Performance • Track and report online metrics (impressions, clicks, click rate, etc.) • Ongoing Performance • Unique visits to website/campaign landing page • Tax revenue • Occupancy, ADR and RevPAR • Visitation • Visitor spending 115 Packet Pg. 635 Marketing Plan Budget 116 Packet Pg. 636  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 $2,600,000 117 Packet Pg. 637  Next Steps November 5, BCC Meeting: • Present 2013–2014 Marketing Plan November 19, BCC Meeting: • Present all task orders for 2013–2014 Plan 118 Packet Pg. 638 Appendix 119 Packet Pg. 639 Leisure 120 Packet Pg. 640  Satellite Radio Highlights: • 4 channels per week • 1515 :30 second spots • Provides coverage in all major booking window – 17 weeks Rationale: • Strong radio option for target audience • Provides coverage in key markets and beyond Investment & Return: • Cost: $30,895 • Impressions: 46,524,000 121 Packet Pg. 641 Official 2014 Visit Florida Magazine Highlights: • Circulation: 600,000 • 2 page, 4C spread – January insertion • Inclusion in e-book version of magazine – 8 million visits per year Rationale: • Widespread distribution to highly qualified travelers who are actively planning a Florida vacation, including all Florida welcome centers • Covers beaches, outdoors, entertainment, dining, maps, regional must-see lists Investment & Return: • Cost: $15,000 • Impressions: 600,000 minimum 122 Packet Pg. 642  Play Florida: Official Guides Highlights: • Fishing/Boating Circulation: 165,000 • Golf Circulation: 600,000 • Full Page 4C ad units: year round distribution Rationale: • Golf: Two Page Editorial & Photo Feature • Fish/Boat: Full Page Editorial & Photo Feature • Official Florida Welcome Center & Trade Show distribution • Qualified leads supplied Investment & Return: • Cost: $28,650 • Impressions: 765,000 minimum 123 Packet Pg. 643  Life’s a Beach Highlights: • 500,000 Circulation • Full Page 4C ad: Spring/Fall/Winter • Visitor’s Guide to the Emerald Coast (print and digital) • Articles, maps, locations, landmarks Rationale: • Distributed at Trade shows in US and Canada, to Meeting Planners, in Welcome Centers, military bases, among travel agents, has retail distribution on Emerald Coast, and is an in-room vacation guide