Okaloosa County BOCC — May 6, 2014 — reading text

made during the fiscal year shall be in conformity with the approved Strategic Marketing Plan and any amendments to the Strategic Marketing Plan shall be presented to the Board for final approval in the form of a Resolution. BACKGROUND: Based on conversations with Purchasing and Finance, terminology has been changed from Last Minute Deals to Promotional Reserve to more accurately define the purpose of the funds, and approval authority has been aligned with existing County policy. Promotional reserves have been identified as a separate line item in the Strategic Marketing Plan so they may be drawn for either in house or agency use, as appropriate. The chart below illustrates the reclassification of promotional reserves to a separate category in the consolidated marketing plan: Strategic Marketing Plan Current Budget New Budget Ad Agency $2,600,000 $2,581,187 In House $588,782 $457,534 Special Events & Sponsorships $375,000 $375,000 Promotional Reserve $0 $150,061 FY 2013-14 Strategic Marketing Plan $3,563,782$3, 563,782 Transportation/Lodging/Meals* ($54,582) ($54,582) Budgeted Promotional Activities $3,509,200$3, 509,200 These changes are evidenced on pages 2, 3, 14, and 22 of the Consolidated Plan. The Tourist Development Council unanimously approved the Consolidated Strategic Marketing Plan at its April 24, 2014 meeting. OPTIONS: Approve or Disapprove RECOMMENDATION: Approve Resolution 2014-__ adopting the Okaloosa County Tourist Development Department Consolidated Strategic Marketing Plan for Fiscal Year 2013-2014; a copy of which is attached. Packet Pg. 597 RECOMMENDED BY: APPROVED BY: Ernie Padgett, County Administrator Packet Pg. 598 October 1, 2013 – September 30, 2014 Consolidated Strategic Marketing Plan TDC: April 24, 2014 BCC: May 6, 2014 Packet Pg. 599  FY 2013-14 Consolidated Strategic Marketing Plan Budget Current Budget New Budget Ad Agency Strategic Marketing Plan $2,600,000 $2,581,187 In-House Strategic Marketing Plan $588,782 $457,534 Special Events & Sponsorships $375,000 $375,000 (awarded per Section F of TDD Manual) Promotional Reserve* - $150,061 FY 2013-14 Strategic Marketing Plan $3,563,782 $3,563,782 Transportation/Lodging/Meals** ($54,582)* ($54,582)* Budgeted Promotional Activities (548xxx accts) $3,509,200 $3,509,200 *Promotional Reserve funds are budgeted for promotional opportunities that may arise which were unknown when developing the SMP. To the greatest extent possible, such opportunities will be presented to the TDC for recommendation to the BCC for approval in advance. However, these funds may be appropriated in accordance with County approval authority and with concurrence of the TDC Chairman if an opportunity would be lost due to the timing of regular TDC and BCC meetings. In such case, the TDC and BCC will be apprised of the use of these dollars at their next regularly scheduled meetings. **not accounted for in a -548xxx promotions account TDC 4/24/14 BCC 5/6/14 2 Packet Pg. 600 Ad Agency Marketing Plan Budget Original Revised New Budget Budget Budget Research (ongoing visitor profile and economic impact study) $55,200 $55,200 $55,200 Leisure Media $1,194,800 $1,371,629 $1,371,629 Co-Op Opportunities $285,000 $24,952 $24,952 Meetings and Conventions $100,000 $86,971 $86,971 Groups $100,000 $70,320 $70,320 Collateral, Campaign Production and Visitors Guide $400,000 $507,115 $507,115 Base Services/Travel Reimbursement $465,000 $465,000 $465,000 Last Minute Deals Promotional Reserve - $18,813 - Total $2,600,000 $2,600,000 $2,581,187 TDC 4/24/14 BCC 5/6/14 3 Packet Pg. 601  Leisure Media Summary Vendor Opportunity Original Budget Revised Budget Visit Florida Guide 2-page, 4C spread – January release $15,000 $15,000 Play Florida FP, 4C ad – year round distribution $28,650 $28,650 Life’s a Beach FP, 4C ad – spring/fall/winter $9,345 $9,345 Coastal Living FP, 4C ad - Visit Florida: February & April 2014 $47,740 $47,740 FP, 4C ad – reduced from full-year to Beaches, Resorts, and Parks $9,030 $6,020 seasonal presence 2/3 page, 4C ad – November 2013 & August Southern Living $124,000 $124,000 2014 Family Circle, Family Fun, FP, 4C ad – May 2014 $53,674 $53,674 Parents Bon Appetit/Architectural FP, 4C – July 2014 $72,770 $72,770 Digest/Vanity Fair FP, 4C – May 2014 ; Custom advertorial Travel+Leisure/Food & Wine creation ; digital Mar-May 2014 exposure ; $0 $0 custom e-blast TDC 4/24/14 BCC 5/6/14 4 Packet Pg. 602  Leisure Media Summary Vendor Opportunity Original Budget Revised Budget 3 metro market; reduced from Christmas Digital Outdoor $40,000 $20,000 2013 & 2014 to only Christmas 2014 FP, 4C – VF: Escape to the South – January Toronto Life $10,949 $10,949 2014 FP, 4C – February 2014 issue Crossings $4,500 $4,500 FL editorial and guaranteed EC content Reduced from FP to 2/3P, Regional Magazines 4C units – top-feeder markets, Christmas, $223,624 $175,549 Spring/Summer, Fall :30 sec schedules Nationally for all key Satellite Radio $30,895 $30,895 campaigns Yahoo BT/Geo-Targeted Banners $117,000 $117,000 Google Keyword Text Ads $78,911 $78,911 TDC 4/24/14 BCC 5/6/14 5 Packet Pg. 603  Leisure Media Summary Vendor Opportunity Original Budget Revised Budget Targeted Tile Ads, Promoted Facebook $28,583 $28,583 Posts Run of Site Banners, CanadianTraveller.net $8,700 $8,700 Newsletter, Social Media Mind Ad Server Ad Serving Fees $10,855 $10,855 FP ad, online banners, Collinson Media $0 $24,999 winter event listing PBS, Family Travel Show 30 minute show exclusive $0 $30,000 Fall (task orders approved prior to 10/1/13) $93,657 $185,273 Christmas (task orders approved prior to 10/1/13) $0 $163,131 Pass Through (Aviation, Powerboat) $24,000 $24,000 2014 Media Planning & Purchasing $101,120 $101,085 Contingency $61,797 $0 Total $1,194,800 $1,371,629 TDC 4/24/14 BCC 5/6/14 6 Packet Pg. 604  Co-Op Summary Market Opportunity Original Revised Budget Budget Canadian Traveler FP, ad in Visit Florida’s Canadian Guide $4,976 $4,976 Canadian Traveler FP, ad in Visit Florida’s Spring Issue $4,976 $4,976