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

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 $53,605 Website Development & Maintenance $133,000 Public Relations $95,000 Fall/Winter Media Campaign $1,011,000 Christmas Media Campaign $168,500 Snowbird Media Campaign $337,000 Spring/Summer Media Campaign $1,348,000 Non-Seasonal Media Campaign $268,500 Groups & Conventions Media Campaign $337,000 Campaign Production $500,000 Local Event Marketing Funding $472,188 Partnerships & Listings $16,705 Promotional Reserves $300,000 Allegiant Air Paid Media Services $1,775,148 Grand Total $6,973,046 14  Promotional Items & Collateral Annual Budget: $152,400 Representative uses of promotional items and collateral include: • Build and maintain TOP-OF-MIND awareness for sales teams contacts and leads • Convention center CLIENT APPRECIATION • Industry events such as TOURISM WEEK • BRAND RECOGNITION for visitor center, Gulf- to-Table, ecotourism, film commission Items are purchased throughout the year as needed. 15  Local Event Promotional Activities Annual Budget: $5,000 Staff takes part in local events (e.g. Mardi Gras, Smoke on the Coast) to: • ENGAGE WITH VISITORS • Amplify the department’s VISIBLE PRESENCE in the community Staff participates throughout the year as appropriate. 16  Trade Shows Annual Budget: $53,605 (registration only, excludes travel) Sales teams participate in industry trade shows to PROMOTE THE DESTINATION and CULTIVATE RELATIONSHIPS to garner group, convention, and film business. Obtain DIRECT LEADS. Offering trade show co-ops provides an opportunity to work with industry partners to jointly market the destination. 17  Website Development Annual Budget: $133,000 Optimize consumer engagement with websites: EmeraldCoastConventionCenter.com EmeraldCoastFL.com FilmEmeraldCoast.com • Provide NEW AND RELEVANT content, video, blogs and features to engage consumer interest • Enhance FEATURES AND FUNCTIONALITY to maximize the user’s experience • Position consumer ONE CLICK AWAY from desired content Improvements are made throughout the year to keep up with the constantly evolving digital landscape. 18  Public Relations Annual Budget: $95,000 Brand awareness and image is promoted to specific target audiences through FAM TOURS, ROAD SHOWS, AND SALES MISSIONS to garner leisure, group, and convention business. Generate EARNED MEDIA and create SOCIAL MEDIA AWARENESS AND ENGAGEMENT 19  Fall/Winter Media Campaign Annual Budget: $1,011,000 Booking Window: Mid-June to Mid-October Impact Period: Mid-August to Thanksgiving Target Audience: Couples and/or groups without children; Fall Break visitors Offering media co-ops provides an opportunity to work with industry partners to jointly market the destination. 3% 2% Print 20% Digital 30% TV Radio 45% Other 20  Christmas Media Campaign Annual Budget: $168,500 Booking Window: Mid-August to October Impact Period: Thanksgiving to New Year Target Audience: Families and/or couples Offering media co-ops provides an opportunity to work with industry partners to jointly market the destination. 3% 2% Print 20% Digital 30% TV Radio 45% Other 21  Snowbird Media Campaign Annual Budget: $337,000 Booking Window: Mid-August to January Impact Period: December to March Target Audience: Retirees from northern climates, including Canada Offering media co-ops provides an opportunity to work with industry partners to jointly market the destination. 3% 2% Print 20% Digital 30% TV Radio 45% Other 22  Spring Media Campaign Annual Budget: $1,011,000 Booking Window: January to March Impact Period: Post-Spring Break to Pre-Memorial Day Target Audience: Couples and/or groups without children; Spring Break visitors Offering media co-ops provides an opportunity to work with industry partners to jointly market the destination. 3% 2% Print 20% Digital 30% TV Radio 45% Other 23  Summer Media Campaign Annual Budget: $337,000 Booking Window: Mid-January to Mid-June Impact Period: Memorial Day to Mid-August Target Audience: Families Offering media co-ops provides an opportunity to work with industry partners to jointly market the destination. 3% 2% Print 20% Digital 30% TV Radio 45% Other 24  Non-Seasonal Media Campaign Annual Budget: $268,500 Booking Window: Year-Round Impact Period: Year-Round Target Audience: Leisure travelers, organized sports Offering media co-ops provides an opportunity to work with industry partners to jointly market the destination. Print 20% Digital 11% TV 69% Radio Other 25  Groups Media Campaign Annual Budget: $168,500 Booking Window: Year-Round Impact Period: Year-Round Target Audience: Various Offering media co-ops provides an opportunity to work with industry partners to jointly market the destination. Print Digital 40% TV 60% Radio Other 26 Meetings/Conventions Media Campaign Annual Budget: $168,500 Booking Window: Year-Round Impact Period: Year-Round Target Audience: Various Offering media co-ops provides an opportunity to work with industry partners to jointly market the destination. Print Digital 41% TV 59% Radio Other