Okaloosa County BOCC — August 2, 2016 — FY17 Annual SMP

FY 2016-17 STRATEGIC MARKETING PLAN TDC – July 21, 2016 BCC – August 2, 2016 Annual Plan: Oct 2016 – Sep 2017 Objective, Strategies & Tactics 2 Objectives • Drive leisure, group and meeting visitation during the shoulder seasons • Maintain top-of-mind awareness during peak seasons • Leverage awareness of #EmeraldCoasting brand • Maximize impact of media spend 3 Strategies • Communicate year-round messaging while focusing on driving business during the shoulder seasons • Utilize research to motivate consumers to select Emerald Coast as their vacation destination • Utilize festivals and special events to drive trial and repeat visitation • Continue to embrace social media as an essential component of the communications plan 4  Media Campaign Strategy Fall 5% 5% Christmas 7% 29% Snowbird 10% Spring Summer 5% Non-Seasonal 10% 29% Groups Mtgs/Conventions 5  Media Strategy 2% Print 7% 22% Digital 25% TV Radio 44% Other 6  Tactics • Target consumers with a combination of TRADITIONAL and ONLINE marketing • Communicate the brand through NICHE MEDIA including weddings, groups, meetings, signature events, Gulf-to-Table and ecotourism • Offer bed-tax collectors COOPERATIVE media opportunities designed to broaden awareness and deliver qualified leads • Collaborate with VISIT FLORIDA to maximize impact of media spend • Position the consumer as ONE CLICK AWAY from our website and potential bookings 7 Drive Markets Primary target audiences will include travelers within a 13-hour-drive radius of the Emerald Coast. 8 Fly Markets Destin-Fort Walton Beach airport now serves 14 markets with direct flights. 9 Target Audience Profile Demographics • Adults • Ages 25 – 64 (skewing women) • Affluent active travelers Mindset/Lifestyle • Traveler – at least 3-night stay • Interested in the beach, fishing, shopping, restaurants and more • Looking for an accessible escape 10 Target Audience Profile Fall/Winter: Couples and/or groups without children; Fall Break visitors Christmas: Families and/or couples Snowbird: Retirees from northern climates, including Canada Spring: Couples and/or groups without children; Spring Break visitors Summer: Families Non-Seasonal: Leisure travelers, organized sports Groups: Corporate, leisure, motorcoach, religious, weddings Meetings/Conventions: Corporate, meeting planner, religious 11 Measuring Success Ongoing Performance: • Bed tax revenue • Unique visits to the website • Social media performance • Visitation • Visitor spending Campaign Performance: • Tracking and reporting online metrics (impressions, clicks, click rate, etc.) 12 Marketing Plan Budget 13 Marketing Plan Budget Activity Annual Budget Promotional Items & Collateral $152,400 Local Event Promotional Activities $5,000 Trade Show Fees