Okaloosa County BOCC — September 3, 2013 — reading text

Investment & Return: • Cost: $9,345 • Impressions: 500,000 minimum 124 Packet Pg. 644  Beaches, Resorts & Parks Highlights: • 100,000 copies distributed annually • Full Page 4C ad: Full year presence Rationale: • Sold nationwide in all Barnes & Noble, Books-a-Million, Publix & Kroger • Content focused solely on Northwest Florida and Alabama Gulf Coast • Available online at beachesresortsparks.com and on the Facebook page, currently holding 20,000 followers • Distributed to Henderson Beach State Park visitors Investment & Return: • Cost: $15,351 • Impressions: 100,000 minimum 125 Packet Pg. 645  Coastal Living Highlights: • Circulation: 450,000 per insertion (East of the Mississippi) • Full Page 4C ad: Visit Florida: February & April Rationale: • High propensity for travel to Florida: 154 Target Index • Active travelers, especially to Florida – beach, boating, cultural events and outdoor activities Investment & Return: • Cost: $47,740 • Impressions: 900,000 minimum (East of the Mississippi) Source: MRI Doublebase 2012 126 Packet Pg. 646  Southern Living Highlights: • Circulation: 2,687,235 • 2/3 4C Page ad: November 2013 & August 2014 • Flat rates y-o-y at 35% discount Rationale: • Enthusiastic travelers • High propensity for travel to Florida: 163 Target Index • 1/3 of circulation is within drive distance of Emerald Coast Investment & Return: • Cost: $124,000 • Impressions: 5,734,470 minimum Source: MRI Doublebase 2012 127 Packet Pg. 647  Southern Living Added Value for “ A Very Emerald Christmas”: • Circulation: 15,000,000 • New in-book promotional page • 1 of 5 highlighted Christmas promotions • December placement – on sale date of 11/15/13 • Southern Affairs Marketplace - December • Listing with link • 30 words of copy & logo/image • 715,000 impressions 128 Packet Pg. 648  Family Circle, Family Fun, Parents Highlights: • 1,634,349 circulation, Key Emerald Coast feeder markets • Visit Florida Full Page 4C ad: May 2014 • Regional ad: AL, FL, GA, KY, MS, NC, SC, TN, VA, WV • National Reader Service Listing - leads Rationale: • Provides additional frequency against mom target • Publications have high affinity for target travel to Florida • Family Circle 98 Index • Family Fun 167 Index • Parents 188 Index Investment & Return: • Cost: $53,674 • Impressions: 1,634,349 minimum Source: MRI Doublebase 2012 129 Packet Pg. 649  Bon Appetit/ Architectural Digest/Vanity Fair Highlights: • Circulation: 322,000 , Key Emerald Coast feeder markets • Full Page 4C ad: July 2014 • In addition to print, utilization of database for marketing Rationale: • Publications have high affinity for target travel to Florida • Bon Appetit 186 Index • Architectural Digest 251 Index • Vanity Fair 137 Index Investment & Return: • Cost: $83,650 • Impressions: 322,000 minimum Source: MRI Doublebase 2012 130 Packet Pg. 650  Travel + Leisure/Food & Wine Highlights: • Circulation: 950,000 • Half Page 4C ad: Visit Florida: May 2014 • Custom advertorial creation • Brand ad adjacent to advertorial Rationale: • 45% more likely to spend 3+ nights at any hotel/motel in last 12 months • 69% more likely when they find a vacation spot they like, they go back • 69% more likely to have gone to the beach/dined out/gone fishing Investment & Return: • Cost: Dollars accounted for in online portion • Impressions: 950,000 minimum Source: MRI Doublebase 2012 131 Packet Pg. 651  Regional Magazines • 25+ Top-feeder markets • Atlanta • Texas: Houston, Dallas, Austin+ • Alabama: Birmingham, Montgomery, Mobile-Pensacola+, Huntsville • Tennessee: Nashville, Knoxville, Chattanooga, Memphis • Mississippi: Biloxi-Gulfport, Jackson, Meridian+ • Louisiana: New Orleans, Baton Rouge • Ohio: Cincinnati, Columbus • Missouri: St. Louis, Kansas City • Louisville • Tallahassee • Little Rock • Full Page 4C units: Christmas, Spring/Summer, Fall • Leverage investment with publisher groups to create added value extensions • Co-Op plan provides reach in markets not within Leisure Plan • 778,000 minimum impressions per insertion (group of magazines) 132 Packet Pg. 652 Packet Pg. 653  Digital Outdoor Boards Highlights: • 3 metro market exposure • Combination of Leisure Plan and Co-Op Plan • Recommended Christmas 2013 & 2014 Rationale: • High impact visuals with increased noticeability Atlanta • Flexibility with creative messaging Birmingham • 24/7 exposure Nashville Huntsville Memphis Investment & Return: Kansas City • Cost: $40,000 • Impressions: TBD, based on locations purchased 134 Packet Pg. 654  Toronto Life Highlights: • Circulation: 89,468 • Full Page 4C ad: Visit Florida: Escape to the South – January • On Sale Date: 12/12 Rationale: • Canada’s #1 city magazine • Readers are 70% more likely to have traveled to Florida in past 3 years Investment & Return: • Cost: $10,949 • Impressions: 89,468 minimum 135 Packet Pg. 655  Crossings Magazine Highlights: • Circulation: 150,000 • Full Page 4C ad: Spring 2014 insertion – 2/14/2014 • Florida editorial & guaranteed Emerald Coast specific content Rationale: • Canadian pub for cross-border explorers • Distribution in 7 Ontario daily newspapers, Windsor CVB, Windsor Airport, travel information centers across Ontario & travel agents • Distribution in Ontario and Michigan Investment & Return: • Cost: $4,500 • Impressions: 150,000 minimum 136 Packet Pg. 656  Yahoo Highlights: • Yahoo is able to leverage user data (recent searches pages consumed, etc.) to behaviorally and geo-target to the most relevant audiences across its network • Placements proposed: • Behavioral and geo-targeted Mail placements • Behavioral and geo-targeted Run of Network placements • Re-targeted placements, reaching consumers who went to EmeraldCoastFL.com but did not take the desired actions Rationale: • Reaches 86% of general Okaloosa target, per Comscore Yahoo Travel 300x250 Banner • Allows for targeted scale • Re-targeting is proven means of driving site engagement Investment & Return: • Cost: $117,000 • Impressions: 27,225,916 137 Packet Pg. 657  Google Highlights: • Text ads targeted to searches related to our various targets: • Spring: “couples getaways”, “spring beach trip ideas” • Snowbirds: “extended stay beach condos”, “warm weather travel” • Summer: “family vacation”, “beach trip with kids” • Fall: “fall trip ideas”, “fall beach vacation” • Winter: “holiday travel ideas”, “Christmas family getaway” • Text ads targeted to general travel terms, competitive terms, and branded keywords during non- targeted time frames Rationale: • Reaches consumers when they are actively seeking out information related to topics related to beach travel • Competitive term bidding allows us to intercept consumers before they can reach a competitive market’s site(s) • CPC bidding structure allows for minimal risk • Self-managed platform allows us to quickly optimize to highest-performing keywords, time of day, bids, etc. Investment & Return: • Cost: $73,706 • Estimated Clicks: 49,009 138 Packet Pg. 658  Facebook Highlights: • Tile ads targeted based on Facebook’s vast library of data, and data partners, built out for each target segment (Spring, Snowbirds, etc.) Rationale: • Hyper-targeting allows for minimum waste of tile ad impressions • CPC bid structure is low-risk • Self-managed platform allows us to make optimizations based on site-side performance quickly and efficiently • Promoted Posts maximize impact of organic posts, ensuring reach Tile Ads from Fall Campaign Investment & Return: • Cost: $26,296 • Estimated Clicks: 15,026 139 Packet Pg. 659  Canadian Traveller Highlights: • Canadian Traveller • Impressions