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Agenda 10/14/2014 Item # 16F3 10/14/2014 16.F.3. EXECUTIVE SUMMARY Recommend approval of the Fiscal Year 2015 Strategic Marketing Plan for the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) and make a finding that this item promotes tourism. OBJECTIVE: Review the strategic plan for the destination for FY 15 commencing October 1, 2014. CONSIDERATIONS: During 2014, the CVB conducted meetings with its marketing partners at quarterly roundtable meetings. Additional input was gained at our day-long strategic retreat on August 1 and face to face meetings with hotel sales and marketing managers and PR representatives to gather information multiple perspectives on marketing our destination. The CVB also creates and offers a co-op marketing program featuring special cost saving opportunities to our tourism partners in shared advertising and trade show attendance for the coming year. The information collected from all of these sources is analyzed and compiled into a one year marketing plan to promote the destination. All of the above efforts have laid the groundwork for the FY 15 marketing plan for Board approval. The draft plan was presented to the Collier County Lodging and Tourism Alliance meeting on September 19 for their input. That group unanimously supported the plan. The document attached is the complete plan including all aspects of the CVB's initiative to market Collier County worldwide as a tourism destination of choice for group and leisure vacations in 2014-2015. Upon final approval by the Board of County Commissioners, the entire plan will be posted on our website for use by our Collier tourism industry partners. The plan includes Goals, Objectives, Situation Analysis, Strategies, Implementation details, and detailed planned expenditures for each marketing discipline in the Tourism Department Budget for FY 15. Those planned expenditures include Administrative Costs, Marketing and Advertising, Public Relations and Communications, Group and Leisure Sales, Sports Marketing, Film and Entertainment, International representation on UK, Europe and Brazil, Marketing and Museum Grants and Emergency Advertising. FISCAL IMPACT: The projected marketing budget to support this strategic marketing plan is $4.0 million in paid advertising and promotion plus Contracted Services, Promotions, Travel Expenses, Trade Show Registrations, Indirect Cost Reimbursements and uncommitted Reserves totaling $5,398,600 for a grand total of $9,398,600. These funds are in the Board approved FY 15 Fund 184 Tourism Department Budget. The administrative costs to support the advertising and promotion plan totaling $1,883,600 are included in the Fund 194 FY 15 Board approved Tourism Department Budget. These expenditures are funded by the FY 15 projected tourist tax revenue, collected monthly by the Collier County Tax Collector. This budget reflects the new allocations in the tourist tax ordinance for marketing approved by the Board in June 2013. Packet Page -1393- 10/14/2014 16.F.3. GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan related to this action. ADVISORY BOARD RECOMMENDATION: The Tourist Development Council unanimously (7-0) recommended approval of the plan at the September 29, 2014 meeting. LEGAL CONSIDERATION: This item has been approved as to form and legality and requires majority vote for approval. - CMG RECOMMENDATION: That the Board approves the Fiscal Year 2015 Marketing Plan for the Naples Marco Island, Everglades Convention & Visitors Bureau (CVB) and makes a finding that this item promotes tourism. SUBMITTED BY: Jack Wert, Tourism Director Packet Page -1394- 10/14/2014 16.F.3. COLLIER COUNTY Board of County Commissioners Item Number: 16.16.F.16.F.3. Item Summary: Recommendation to approve the Fiscal Year 2015 Strategic Marketing Plan for the Naples, Marco Island, Everglades Convention &Visitors Bureau (CVB) and make a finding that this item promotes tourism. Meeting Date: 10/14/2014 Prepared By Name: GreenKelly Title: Tourist Development Tax Coordinator,Tourism 10/1/2014 2:42:26 PM Submitted by Title: Director-Tourism,Tourism Name: WertJack 10/1/2014 2:42:27 PM Approved By Name: WertJack Title: Director-Tourism,Tourism Date: 10/1/2014 4:37:53 PM Name: GreeneColleen Title: Assistant County Attorney, CAO General Services Date: 10/2/2014 1:22:00 PM Name: KlatzkowJeff Title: County Attorney, Date: 10/2/2014 1:29:02 PM Name: FinnEd Title: Management/Budget Analyst, Senior, Transportation Engineering&Construction Management Date: 10/2/2014 3:39:39 PM Packet Page -1395- 10/14/2014 16.F.3. Name: OchsLeo Title: County Manager, County Managers Office Date: 10/6/2014 5:06:56 PM Packet Page -1396- 10/14/2014 16.F.3. N PLE EVER ES Y.jl �4 F crn.A' 4t�.. s,. 1r l.C)RI lA' PARADISE COOS 4T •'��" fie" k° a,, r r x � � 'rf,E .F'w,,,*,Fas +-aa"' .te,.**r'- �.--nee'. §r�^,' S; „.:„i `'�•a'• ;� x..�lr, r y .e �YF x„r a�..r"' �n ,��•';sy,.M p � 1 Convention & Visitors Bureau Destination Marketing Plan 2014-2015 Packet Page -1397- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. Destination m Marketing plan EVERGLADES .4 i -15 a FLORIDA'S PARADISE COAST TABLE OF CONTENTS PAGE • Overview 4 - Situation Analysis - Results for 2013 - Results for 2014 YTD - SWOT Analysis - Leisure Market Trends - Group Market Trends - Technology Trends - International Trends - Competitive Analysis • Destination Marketing Plan 2014-15 30 - Goals - Objectives - Taroet Markets • Geographic • Demographic • PsychographiciActivity - Brand Strategy - Creative Strategies - Media Strateoles - Measuring Results - Co-Op Opportunities • Group Market 44 - Trends - Group Sales Plan - Trade Show Plan • ,:‘-iSti79. Market - Trends - eisLre Sales Plan - Trace Shsyk. Plan 0,mm-nioadons - Trends Er-;c; ir - e PR Teen- - 7, -.ta-sos'al Packet Page -1398- 10/14/2014 16.F.3. NAPLES • MARCO ISLAND EVERGLADES Destination Marketing Plan FLORIDA'S PARADISE COAST xP TABLE OF CONTENTS (cont.) PAGE • Film & TV Plan 76 • International Plans 78 — UK/Ireland — European — Brazil • Medical Marketing 118 • Arts, Culture & Heritage 119 • Air Service Support 120 • Implementation Plans 121 • Budgets 134 3 Packet Page -1399- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES ,14-15 Destination Marketing Plan FLORIDA'S PARADISE COAST Destination Marketing Plan Overview Goal: Implement strategies and tactics to increase both group and leisure travel to our destination. Objective: Create a marketing plan to navigate our destination through the ever-changing, world-wide tourism marketplace and attract record numbers of visitors to our community. Strategy: Build in flexibility to react to trends and unexpected events in the year ahead. 4 Packet Page -1400- .11?4' 10/14/2014 16-F.3. ' --.‘.1 . • Marketing Plan NAPLES MARCO ISLAND ) .15 Destination EVERGLADES 4, f26t, _ , .... _A...1,-. FLORIDA'S PARADISE COAST SITUATION ANALYSIS Collier Tourism Metrics January — December 2013 , • 1 ,668,200 Number of Visitors +6.1 %A Direct Expenditures .• $1+,01280.3,8 0/207A,700 $1 611 • , ,514, 101 ifo,4111 Economic Impact • Multiplier: 1 .491 Year-To-Date 2014 (Jan-July) Number of • 1,135,300 • +4.9 %A Visitors • 1,569,600 • +3.5 %A Room Nights Economic • $1,239,961,822 Impact • +11.7 %A t e Packet Page -1401- NAPLES ' MARCO ISLAND 10 /14/2014 16.F.3. FLORIDA'S PARADISE COAST Growth ire Visitor impact Direct and induced Impact (in millions) 2009 $1,128 il )c,i 2011 0 2010 k' °•6�, $1,290 11?$1,166 / 2012 t � = $1,435 a a f 'fhi1 , ' , A '09 -> 13 -- + '$1/2 Billion \\...------- --- --' s\\\,.\\\ ,r201 - . ,;,.. /, ,,-,r.:-.-, ,,---:i--1-: - e?",..".1,,,r (),a4,,,.., \\ ,+11.7%* g, ,, ,.477.4t,,:erfit,;;;;_v ,_, ,,,,:...,.. _±,,___„, ...--.7 ,','''-' ' N _ F tF �, ' are, l ¢ ,--7'",-' , :'' * (* year to date Jan — July) 6 e -1402- Packet Pag NAELESARCO ISLAND t, 1 0/1 4/201 4 16 F.3. " EVEFGLADES -.'7,- e-r.14-15 Destination Marketing Plan FLORIDA'S PARADISE COAST Flow of Visitor Expenditures Inflow of Outflow Revenues Benefits Community of Funds tax payers and reduces tax burden r r Visitors spend here & pay These expenditures create taxes income, jobs, and support To the County, City & State infrastructure in the =` Community CVB uses them to promote Visitors spend $ in the the destination and to Community support infrastructure Which brings more visitors into the County Packet Page -1403- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES 14-15 Destination Marketing Plan FLORIDA'S PARADISE COAST Smith Travel - Collier Competitive Set January - December 2013 Occupancy ADR RevPAR 2013 % A 2013 % A 2013 % A Naples MSA 65.8% +6.3% $185.34 +6.7% $121.89 +13.5% Naples Upscale 74.5% +6.9% $237.12 +7.1% $176.60 +14.4% Miami-Hialeah 77.9% +1.8% $176.66 +8.1% $137.60 +10.1% Florida Keys 79.1% +5.4% $233.03 +9.1% $184.25 +15.0% Ft. Myers 60.5% +6.8% $129.24 +2,8% $78,22 +9.8% Sarasota-Bradenton 63.9% +3.6% $117.38 +1.9% $75.05 +5.5% Clearwater 66.1% +4.0% $119.74 +3.2% $79.11 +7.4% St. Petersburg 67.2% +2.3% $121.06 +3.6% $81.30 +5.9% Palm Beach County 71.6% +6.3% $145.84 +3.5% $104.47 +10.0% Ft. Lauderdale 74.7% +3.2% $119.33 +4.1% $89.20 +7.5% Year-To-Date 2014 (Jan-July) Occupancy ADR RevPAR 2014 % A 2014 Wo A 2014 % Naples NSA 73.4% +3.2 $223.34 +9,9 $163.92 +13.4 Naples Upscale 81.8% +2.7 $280.34 +7.4 $229.30 +10.3 Miami-Hialeah 80.5% +0.9 $195.02 +5.2 $156.92 +6.1 Florida Keys 84.4% +2.4 $270.45 +11.0 $228.20 +13.7 Ft. Myers 72.0% +6.6 $153.31 +7.6 $110.37 +14.7 Sarasota-Bradenton 74.4% +7.2 $133.34 +6.9 $99.15 +14.6 Clearwater 78.1% +10.3 $130.48 +1.2 $101.95 +11.6 St. Petersburg 73.2% +1.6 $137.11 +7.2 $100.34 +8.9 Palm Beach County 76.7% +2.0 $170.48 +7.5 $130.70 +9.6 Ft. Lauderdale 80.6% +3.4 $135.60 +6.7 $109.30 +10.4 , 8 Packet Page -1404- NAPLES MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES ¢f �..� = 1 Destination Marketing Pl FLORIDA'S PARADISE COAST Visitor Origins Year-TO-Date 2014 (Jan-July) # of Visitors 2014 A 368,233 -0.6 Q Fiorida Soot l St 72,348 +5.5% Northeast 257,201 +7.6% Midwest 19!8,146 +7.0% Canada 33,886 +7.2010 International 152,803 +12.30/% uS Q 52,683 +2.5% YTQ 2014 1,135,_300 +4.9Q�'o First Time Visitors 50.0 41.6 44.5 �F ° x ��4 ai r�� ' " 4 � � - ei 25.0 35. i 2013 2014 0.0 Gain from FL New Market Share 9 Packet Page -1405- - NAP--s . mARcO ISLAND -- i n-/1-_4/2 014 16-.F.3. EVERGLADES ? let-1 b Destination Marketing Plan --: -,:.- ------ --''-' ----:--- Visitor's Perceptions ,S PARADISE COAST FLORIDA 2014 Satisfaction -- 2013 . n .. . , .. ..,_.,:,,,,- ., , .-,96'.7% . 95.5% . „'-,;..,:',.''.. :::'' .,. ',..t';:i ''-_.'..:::...,..'.',..'-;::::,.:,:.'.-,---,:;-''''''' --.--,:,:xijr :.••••::'''T.1.....:....,'',1:',.. iiiepd: .•:- :-'.'f,::---.'...,.::„'„,;1,,i,::-,-' --- ' . .. .. .. ,.. ......., . i#11:.`-....-..;,...„--.:„,-;ii:,--,-;.-1,---:-:::'•.:' 96.3 0 f4 ,..„,,,..,,..„...... . ..„.....-..-. ....„..,-.....„....,„„....„.„._......: u , mif,:- o'..: r,-:.-e Ex-'.p,,- e:-f'--'-':::::_,.-'7'-,': -;--': - '' 1 0:79.0% an10-- 92.6% e Average Age/Median ihcom 2013 2014 Average 44.4 _ age Age xY 44.8 7 ,,,,,er.7.77.7.7.-,t,,,,,,,...-lem5,44,t,,.:,.,24.7.„1.4., .r..-..,.7.7,- 2.'zct;,-.i..o7.;::'tfVii'.,.-A.i.iti",.,',,,;.V.1.4-,.. ,...',-vi.=.;:.', 1.;,,,„„i,i.c.,,,,i.:;„.p:::,-,,,,,,,;„„;-,:;-,,,,',1,<,..,„.:::,_ =::,;-:,,,,,,,',...,,,,,,„i',„;,,,,,r.,,,-,-,4:',-ti.21,?,,,-,-,-,:'!'):',.:::',..,:;:::,-,::•_:;.,„''',:,'-,:,,,,-,---`-''- 4,1,,`,: ,'%.:', $126,495 10 1406- k pac -t Page - NAPLES MARCO ISLAND 'c fr ,' r 10/14/2014 16.F.3. k EVERGLADES -- y 14-15 Destination Marketing Plan FLORIDA'S PARADISE COAST European Visitation January— December 2013 d % European Visitation o # of Visitors X12- '1 2013 % Share 2013 3 Germany, Benelux 41.3 105,126 +5.8 U.K./Ireland 42.0 106,667 j +4.3 Other- France, Scandinavia 16.7 42,475 j +9.1 Total European Markets 100.0 254,268 +5.7 European Visitation 2003-2013 40,000 %d 2003-13 35,000 Central Europe +256.7% U.K. + 74.2% Other +193.84/° 30,000 25,000 . s-- - 20,000 .. _ N - --- / \ /E Europe --- - -'' U.K. 15,000 ' }fie ✓ —Other 10,000 i,. 5,000 amend -_ 0 l 4 1 3 4 1 4 1 4 41.. ,± � _ 2 � r I _ � ; [ 3 2 z 4 3 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 11 Packet Page -1407- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES ��- � - .5 Destination Marketing Plan FLORIDA'S PARADISE COAST Destination Marketing $ charts Destination Marketing $$ Spent $280,000 $256,786 $240,000 : $229,821 $200,000 $19147181,064 $167,161 ,r4,$173,523 : $160,000 x` $120,000 ' ' 580,000 $40,000 $o $539,696 $660,130 2013 2014 L. May 6.June July *Source: Paradise Advertising Direct Visitor Expenditures (in Millions) 5120.0 $103.1 5100.0 f $91.5 $84.4 $73.9 $80.0 $72.8 $63.3 $60.0 $40.0 tin 4A 520.{} � 'ix �� ' � �� °�"��"" $0.0 14, $228,697,900 ; $260,236,700 2013 2014 May -June July *Source: Research Data Services, Inc. 2 1 IL Packet Page -1408- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. : EVERGLADES 15 Destination marketing Plan FLORIDA'S PARADISE COAST k,t4,400S-..% Destination Marketing $ charts Tourist Tax Revenue $2,000,000 $1,895,808 $1,800,000 $1,600,000 $1,462,849 $1400000 r $1,200,000 1,041,187 $939,370 ''.4,`41:$:-A $1,000000 $831,809 $800,000 , $600,000 $400,000 $200,000 $3,335,845 F, $4,051,217 r $0 2013 2014 May w June July *Source: Collier Tax Collector's Office -- One Month Lag Return on Investment $100.00 $80.60 $80.69 $75.00 $50.00 S25.00 AN, • • „ S0.00 - 2013 2014 May-July *Source: Research Data Services, Inc./Paradise Advertising Packet Page -1409- NAPLES MARCO ISLAND �,. 10/14/2014 16.F.3. EVERGLADES Y �1 -` Destination Marketing Plan FLORIDA'S PARADISE COAST } .. Collier Direct Tourism & Hospitality Employment 28,000 2013 27,000 ''7,-,.. 26000 L 2012 25,000 i 24,000 ,.,,1 '0 23,000 4 2011 4-4 E22,000 .. >- 21,000 ._ o .1 20,000 E "' 19,000 0 18,000 >. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. ! Dec -.F.' 2011 23,700 24,200 24,600 24,100 22,400 20,900 20,400 20,300 20,400 21,900 23,600 24,200 2012 25,300 25,800 25,900 25,100 23,700 22,300 21,200 21,000 21,000 22,200 24,300 24,900 -2013 25,600 26,400 26,400 25,900 24,500 22,800 22,100 22,000 22,000 23,800 25,900 26,500 -2014 27,100 27,800 28,000 27,300 25,300 23,800 22,800 *Source: Florida Department of Economic Opportunity. 4 Packet Page -1410- " 10/14/2014 16.F.3. NAPLES MARCO ISLAND EVERGLADES .- 14-15 Destination Marketing Plan FLORIDA'S PARADISE COAST Travel Planning Sources .4.'4' Majority of visitors (99.5%) consult the web for trip information, while 78.6% make bookings for their trip online. prticti IS!, MUMORALS PFACI V Lis', .. ., k k' ;-----4- A'' - rTh, ilr PRICII I ss Mk14014.11F.t Pttlet I)L S ,.,,,. - '''' •-•4`°""4,1, 1** --, 4 eirit14. 4•PA!4'. ..., " ,*7.1rAti,-t ,,,;;,$;, 4.4P--41',1 - .4 . 7. f"11011111, ' illi-i' ! '- '11 .., • 4 ,..--,,,,‘,,,-...,-.1,7-. ...„..,.:--- ;..;,,,,„i„,...,,„,,,,....,., ,, fil 7 to, -„,,,,,...„ , 14 - , ithh...., 111111111111111111 15 Packet Page -1411- NAPLES MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES ms'µ �� ' 4 5 Destination IAarketi Plan FLORIDA'S PARADISE COAST Favorite Activities on Florida's Paradise Coast • Beach Activities • Dining Out • Relaxing • Pool • Shopping • Sightseeing • Swimming • Nature/Everglades ;,, I � . o- ' 16 Packet Page -1412- DES . MARCO ISLAND 10/14/2014 16.F.3. ;� . marketing EVERGLADES t,w FLORIDA'S PARADISE COAST S. .O. '. Ana ysis: Strengths, Weaknesses, opportunities, Threats Strengths • Tropical, relaxed, away from it all destination offering a vacation environment a bit different than elsewhere in Florida • Wide, white sand beaches • Unique, locally owned, one-of-a-kind shopping and dining experiences • International Airport with direct service to and from domestic and international markets with capacity to expand gates and service • An Integral Part of Florida - Owning a strong International brand with tremendous awareness - # 1 or# 2 travel destination in the US • Dedicated, renewable funding source (Tourist Development Tax) • Year-round employment opportunities • Visitor spending contributes a surplus of funds for community's benefit • Accredited DMO by Destination Marketing Intl. Accreditation Program Weaknesses • Small CVB staff limits our potential • Lack of understanding in our community on the positive impacts of visitors on our community • Higher than average airfares into Southwest Florida International Airport (RSW) • Higher than average transportation cost from RSW • High year-round accommodation rates might discourage some travelers • Area has the reputation as a retirement community with limited activity for families • Limited nightlife opportunities • Limited public transportation from nighttime activities to hotels Packet Page -1413- NAPLES MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES 4-15 Destination Mar etin Plan._ FLORIDA'S PARADISE COAST Opportunities • New commercial air service to RSW and Naples will make us more accessible to visitors • Local transportation providers are show interest in expanding affordable airport transportation • Growth of meeting business encourages resort and hotel expansion and enhancement • New hotel development in Downtown Naples will bring more activities to that area. • Expanded Community Relations program will enable us to deliver the correct tourism message to government and residents alike • An expanded CVB staff will enable CVB to meet a growing demand for services Threats • Natural and man-made disasters can discourage new and repeat visitation • Homeland Security mandates are discourage International visitation • Internet booking of hotels limits our potential tourist tax revenue • International currency exchange rate fluctuations affect future visitation 18 Packet Page -1414- NAPLES MARCO ISLAND t. 10/14/2014 16.F.3. EVERGLADES t Destination Marketing Plan FLORIDA'S PARADISE COAST MARKET INTELLIGENCE Leisure Travel Trends • Smith Travel Research Market Study 2014 — Room Demand nationally has passed GDP which could begin to reduce demand in coming years — Demand is now outpacing Hotel Supply — Transient is beginning to lose share to Group business — New supply is in the pipeline • Miami has 2800 new rooms under construction • 67% of new supply is Upscale and Upper Up Scale product — RevPAR will see growth for next 4 years — AirBnB will begin to penetrate second tier markets in the next year. • 39% of travelers indicate they only travel with AirBnB accommodations • 2014 Monitor Study Indicates: — Consumers worried about enough money to feed family 2008-41%; 2014 28% — Worried about Job security: 2008 41%; 2014- 30% — Consumer Focus: 1980- More and More; 2000- Less and Less; Today Less and More (more is being redefined- it is not frugality, it is moderation) Source: Futures Company — 80 million millennials in US. $200 million market. • Travelers in the US are only taking about 50% of their paid time off. This is called the "Travel Effect" and suggests a campaign to encourage travelers to take that time off in our destination. • Consumer focus has changed in the last two decades: — In 1980 consumers wanted More and More — In 2000's Less and Less — Today consumers want More for Less- moderation is the key Source: Futures Company 19 Packet Page -1415- NAPLES MARCO ISLAND : 10/14/201416.F.3. ' EVERGLADES I ra- � � � � FLORIDA'S PARADISE COAST Leisure Travel Outlook • Northeast and Midwest markets continue to be strongest feeders between January and March. • UK and Germany continue to grow as strong feeders year round. • We are seeing more and more Brazilians and Argentineans. Latin American Market is growing. • Brazilians showing interest in making the drive over from Miami. Need education through promotions with our new representation with AVIAREPS. • Trend is toward more active vacations, adventure travel. Visitors are looking for unique and educational experiences. • Competition for leisure business is Caribbean, CA, AZ Hawaii, and Puerto Rico. Also in Florida the larger CVB's such as Key West, Miami, Orlando, and Tampa have more man power and funding to reach and saturate markets by having greater exposure at trade shows and through paid advertising Business Travel and Group Meeting Trends & Outlook • The meetings market as a whole is up slightly in 2014 compared to 2013. CVB leads are up from previous years with more RFP's. • CVB generated RFP's and booked business is up in 2014 from 2013 and the goals set for CVB sales were reached and exceeded. RFP's generated from CVB sales efforts are up 11% from 250 to 287 and booked business is up 14% from 52 to 74 groups booked. We are receiving more incentive group requests. d more • Meetings are beginning to attract more attendees and higher percentage of pickup an interest in pre and post stays. Many planners of CEO and board meetings are interested in this area. Offsite venues are slowly becoming a requested add on. • Educational learning is on the rise in both group and leisure travel. With a mention of "Extend your prep st conference experience and bring the family, make a vacation out of it and continue to lean" should help grow this trend. Technology Trends & Outlook • Today's mobile device has more computing capability that we had in the first computers in 1950. Expedia "Viewfinder" is way to showcase our user generated photos and content • It is very important to get our destination content on all OTA sites. These would include: Orbitz, Expedia, Travelocity, Hotels.com, Hot Wire, Kayak, Trip Advisor, Priceline, Cheap Tickets.com. 20 Packet Page -1416- M1 F o NAPLES • IVIARCO ISLAND ` 10/14/2014 16.F.3. EVERGLADES .114-15 Destination Marketing Plan FLORIDA'S PARADISE COAST • DMO's can be "Influencible" in directing travelers to our DMO site. • Set Facebook and Instagram goals and determine what it will take to reach those goals • 40 days out from booking, 80% of travelers are undecided on destination • 20 days out 59% undecided on destination • 2 days out 20% still undecided on destination. • On average, travelers visit 38 on line sites to research destinations — Big opportunity to influence travelers on our destination throughout the entire buying cycle. Packet Page -1417- NAPLES MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES k v,- - 5 Destination Marketing Plan FLORIDA'S PARADISE COAST international Brazil: • Brazil is the 6th economy in terms of tourism; and the 7th biggest economy in the world • Unemployment is at historic lows • According to the World Bank, Brazil's strong domestic market is less vulnerable to external crisis • There are 51 million young people (15-29 years) in Brazil, representing 26% of total population • Half of enterprises with up to 3.5 years of activity, have young owners (18-34) • The average age of the Brazilian international tourist is 36 • Stable economic growth, relatively low inflation rates and improvements in social well- being boost leisure and tourism • Both domestic and international departures are growing; the rapidly-growing middle class wants to explore the world around it European Markets: • Increase of visitation to US is strongly driven by Tour Operators • Overall visitation to Florida has increased by 17% over the last 3 years USA had the strongest increase among the traditional winter destinations ranking #3 after Thailand and Australia • Early booking trend: more than 50% book more than 2 months in advance • Internet bookings continue to stay flat • Booking channel correlates with age of travelers • TUI and Thomas Cook are the dominating tour operators • Fast growth in online booking and is influencing pricing • Germany • Unemployment Rate: 6.7 % (6.5 %) / 7% of all jobs are in tourism • Inflation Rate: +1.5 % (+1.7%) • GDP: € 2.735 billion (€ 2.645 billion) , 4.4% of this is tourism related • Economic Growth: 1.6% (0.4%) 22 Packet Page -1418- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES -� L ei � tai Plan' FLORIDA'S PARADISE COAST • Austria • 2013 Unemployment Rate: 4.3% (4.4 %) • 2013 GDP: € 307 billion (€ 300 billion) • 2013 Inflation Rate: +1.9% (+2.0%) • Netherlands • 2013 Unemployment Rate: 5.7% (5.4%) • 2013 Inflation Rate: +1.8% (+2.6%) • 2013 GDP: +1.9% (€42,3 billion) • Population: 16.8 million • Belgium • 2013 Unemployment Rate: 8.6% (7.5%) • 2013 Inflation Rate: +1.3% (+2.6%) • 2013 GDP: +0.1% (€377.1 billion UK/Ireland: • The UK is the largest overseas market in terms of visitation numbers, and the #1 spending international source market for the U.S. • The UK economy is the fastest growing in the developed world and the coalition government is now actively looking at having to slow the growth rate down as house prices are rising in excess of 10%, car sales are at the highest they have been in seven years, and the budget deficit is likely to be cut by in excess of$20 billion more than anticipated. • There is a resurgence in long haul trips • Customers remain sensitive to price and value-add propositions • All inclusive packages continue to rise, including cruise • Third agers (50+) travelling and spending more than the general population • Increase in direct bookings (i.e. direct to operators, online) Packet Page -1419- NAPLES • MARCO ISLAND = = 10/14/201416.F.3. EVERGLADES , FLORIDA'S PARADISE COAST Competitive Analysis Lee County — Fort Myers & Sanibel Messaging: The Beaches of Fort Myers Brand Promise: It's not just geography. It's a state of mind. Brand Positioning: "A little quieter, a little less hurried, a lot less like the rest of the world." Group Sales Strategy: Lee County's sale strategy includes direct sales, trade show participation, telesales, fams and site visits, sponsorships and hosting client events. Group sales activity is supported through direct marketing, contracted sales offices, trade advertising and targeted public relations efforts to the trade press. Social Media: Fort Myers and Sanibel have a huge social following on all major networks (Over 363k followers on Facebook alone, 17k followers on Twitter, over 5k followers on Pinterest) I"s't 2. ;� : ,°.- 1 , . ` ' s L,,!' 1'C s s 11 Yu l fiE tG Iii i tt [OtJ[$1 lil ��glTilED[ (ll. r (3rrd(you,a and r,, �, .iU_'A.11„r ,tom '4�� •` C �, yc=• .Mw ;% r `p , .- M r s t� r t. .Ira w ' 1' -14:4;#111.',,,ire717::,,,,,,047,5:, '''''.,,,,,,...vipts,e...c-0-4-a-fir, '..-_,,,,...,1„._ A.,-;„.,,,L,, ,,. .. _ v. .. ,.. •V ,. . w.Yw r .x. .. „/ t .x n. '`,.r n ir, ns �14 0 = r ...., c F4RT MYERS A.2 SAN IBEL ?4 Packet Page -1420- = 14inw 16.F.3. Des t ?ti?APLES MA RCO ISLAND ,:,2 EVERGLADES FLORIDA'S PARADISE COASTx Miami/Dade County Brand Positioning: "It's so Miami" Communications Objective: Increase market share, focusing on core markets and developing new, low-impact niches. Campaign Creative Objective: Make the saying "It's So Miami" the response people use when they see something hip, tropical, sparkly and stylish. Campaign Media: the campaign. runs in print, television, outdoor and online advertising as well as hotel promotions and social-meda outreach. Group meetings creative: "Miami is the city, with so many meeting venues you have your choice of environments." `.+� _,,, ry�r r _ y 7,F Ar te; c'$'k wi _"."'.a _s.' a 1 6 . mss, ' ,° 47 4 ,,, -1: 4 yam _g 4. ipv g yaws '+,' 1 IT'S SO M Sc ornenrte med to escri�twyou how..,, sn[kfe+err err'tmgoM : kotwtflsr t,otoc osungw�H errs tkeroug'Yuu sro hove:o,ris^tagete MmmiandU..cMer�im .:-...,,, 6•+r w., en.ms.M p..ii.+ v.r+errnp FE. r++rn<rc.nr.ua •e+xe c.Rtu• 25 Packet Page -1421- NAPLES ' MARCO ISLAND ' EVERGLADES — 5 Destination Marketing Plan FLORIDA'S PARADISE COAST Sarasota County Brand Position: Sarasota and Her Island Beaches Leisure Sales Strategy: Sarasota continues to utilize phnt, newspaper and online media. They have also embraced social media and have run several promotions on Faoabook. Twitter an d Pinterest. Campaign media: Sarasota spends the majority of their budget on digital media and out of home opportunities. They also utilize phnt, television and co-op opportunities. COUNTY tiommttawilla zO Packet Page -1422- 1 10/14/2014 16 F 3. NAPLES f EVERGLADES € �� ting �___ i -� FLORIDA'S PARADISE COAST Palm Beach County Brand Positioning: The Best of Everything Brand Promise: Palm Beach County is the best way to experience Florida. The community where genuine hospitality is a way of life, breathtaking beauty occurs naturally-the place to enjoy the time of your life. Creative Leisure: Targeted niche markets including: culture & heritage, luxury, golf, romance, equestrian/polo and eco-tourism. Growth opportunities include culinary, LGBT, spa and diversity/ethnic travel. `I CSC t/el-THE PALM BEACHES :. :, . il , . nUtf i wCNkbYff YilNft-a 1 V THY ��.!1f liE NCHTS ' 'L r ' SC3Ak ` '+ ,,;'�i '"�111�4, , r r of"'MI'roura.: VP TIll Se.'N AI 0,,, A711.1::,nr lir 1f IrI'S r&c) .r ,f - la r (p I S C i 1. e t' fiimat C.i{.114 Wr>M1ISt91H(r3�KSI:S,i 151 I tl}.(t 11 41}tt.'1S1 �F f[ pp tt / , , or tIIk[ hr1Tt'-fi ( Intl ti1;HVLS.soul t7Rl"... `, w«E_ r�4 .1.Ji f}�l� l i 71f�.�1. I F..Y A,,r '-. epI,L 0(11:1�. 14 P-•5.( r I:HAI.A! F\. # _ -.... xxik'%,C.aF, Discover �r F sr r our magical AND Ilft 11.1(5 01 .IG11 Ii S1'll�t US1It y. nr K.r 77,lira 2,:x.�n v..,,,, in r Ch. d��t 1, `.`ND 110 13F!1�S(fl-ft.lc�txF, 1,, 7Uw7... Al 4,, �ideaway. 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"Find Your Sunny Side" Brand Personality: Carefree, refreshing, active, vibrant, entertaining and sunny. Communications Objective: Position Ft. Lauderdale in the minds of domestic and international travelers as a desirable year-round destination and increase the intent to travel to Ft. Lauderdale. Demographic: Affluent Families, Luxury, Spa, Active adults, Bridal, Yachting, LGBT Target Markets: New York, Boston, Philadelphia, Chicago, Tampa, Orlando, Atlanta, Washington D.C. Media Tactics: Fort Lauderdale utilizes Out of Home, Television/Radio, Magazine, Meetings & Conventions. They have used a lot of unique opportunities to promote the destination including wrapping bus stops, free beach-themed rickshaw rides, ice sculptures, beach mobiles and airport kiosks that invite travelers to enter to win a free trip to Fort Lauderdale. Leisure positioning: Beach Chic. Relax. Refined. Refreshing Group Market Meetings positioning: Meet Chic. Style. Substance. Savings . c _ ,,. #(41 • • tf.'41;*;';;I" t a� 7 ... ?b Packet Page -1424- NAPLES • MARCO ISLAND " =' 10/14/2014 16.F.3. EVERGLADES Destiny bran an FLORIDA'S PARADISE COAST � 3 Monroe County — Florida Keys Brand Positioning: "Come as you are." "Let your conscience be your guide." Leisure Domestic Markets: Florida, New York, Illinois, Pennsylvania, Michigan, Ohio, New Jersey, Georgia, Massachusetts, Texas, North Carolina, California Leisure International Markets: Canada, Germany, UK, Scandinavian countries Media: TV, Digital, Magazines, Newspaper, International, Out-Of-Home, Meetings & Conventions, Radio Keep the wife. ^F" Land a trophy fish instead. S t i ww pjj Y t • qF _ """ a � With the world's lest hluewater charters. backcountry guides. and an amazing diversity of species,you'II always find the perfect spot and plenty of fish in our seas. KeyWest .Thti i londl cvs fJa-k cvs.com 'kcvwcst P 5OI S'S 83ci 29 Packet Page 4425- NAPLES • MARCO ISLAND - 10/14/201416.F.3. -� EVERGLADES e Destination Marketing Plan FLORIDA'S PARADISE COAST r 4 DESTINATION MARKETING PLAN Goats • Anticipate where our customers will be when they decide to purchase a trip to our area. • Grow the yield of our marketing efforts through increased tourism taxable sales • Engage our visitors and build relationships to share their experiences • Deliver increasing return on our marketing investments • Influence potential visitors to increase intentions to travel to our destination Objectives • Grow tourist tax revenue to $19 million • Increase inquiries to our tourism website by 10% • Grow requests for our Official Visitor Guide by 10% • Grow year-round occupancy levels by 5% • Grow our Return on Investment of visitor spending to advertising dollars invested to an average of$100 for FY 15 Geographic Targets Domestic Summer • Florida residents and visitors from other Florida tourism destinations o Miami o Fort Lauderdale o Sarasota o Saint Petersburg o Tampa o Orlando Domestic Winter • Northeast Corridor U.S. o Boston o New York o Philadelphia o Washington DC • Midwest U.S. o Chicago o Indianapolis o Columbus o Cleveland o Minneapolis 30 Packet Page -1426- NAPS • MARCO ISLAND 10/14/2014 16.F.3. ' EVERGLADES " _ .s 4-15 Destination Marketing Plan FLORIDA'S PARADISE COAST • Canada Emerging • Southeast U.S. o Atlanta o Charlotte International • Central Europe o Germany o Switzerland o Netherlands • United Kingdom/Ireland • Brazil Opportunity Markets • Texas • France • Scandinavia Media Target Demographics & Psychographics Leisure Market Primary leisure target market is Adults 35 to 64 with a household income of$150,000+, skewed toward women. Secondary leisure target is Adults 50+ with a household income of$100,000+, skewed toward women. This target audience is looking for a getaway/vacation opportunity that fulfills their need to step away from their day-to-day routine. They are always looking for quality, but demand value for their money— and they will apply that standard when selecting their vacation. They want to be pampered, entertained, educated and energized on vacation. They are attracted by exclusivity and seek out one-of-a-kind experiences. Group Market Primary group target markets are corporate and association planners for mid to large size events with a budget of$99,000 - $500,000. This target audience is looking for a meeting space and destination that can accommodate not only their workflow, but a place that is comfortable for their attendees, including: variety of dining opportunities, unique recreation experiences and resort booking perks. Packet Page -1427- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. ;_ EVERGLADES �:.�. ti4-1 `Destination `Marketing Plan FLORIDA'S PARADISE COAST Leisure Creative Target Considerations Primary: Boomer generation. • 50+ favoring women, families and couples • Affluent- $125K+ HHI Secondary: Millennials • 17-33 age group • The average age of our visitors is declining each year. • Improve our appeal to a younger, more tech savvy visitor utilizing the technology they use every day. Geographic • Northeast, Midwest, Florida coastal cities Activities/Lifestyle • Active, health conscious Adults • Adventure Seekers • Sustainable Tourism Enthusiasts Segments • Domestic & International Tour Operators • Luxury Travel Agents • Destination Wedding & Honeymoons A'.'var ket Creativ e Target CD v d gyrations Segments • Corporate • Incentive • In-state Associations • Out-of-State Associations • SMERF • Sports Geographic • East Coast Corporate Park Market • Tallahassee for State Associations 32 Packet Page -1428- 10/14/2014 16.F.3. NAPLES • MARCO ISLAND � �-� EVERGLADES * �F � -1 Destination Marketing Plan FLORIDA'S PARADISE COAST . Overall Destination Brand Strategy Implement a strong marketing plan with built in flexibility & adaptability to navigate our destination through the ever-changing Domestic and International tourism marketplace, while also: o Building brand and destination awareness o Increasing occupancy and ADR o Defining our upscale, luxury brand and separating ourselves from the competition Key Messages o Paradise Refined and Redefined o Florida's Paradise Coast o Paradise Priced Less— Florida Summer markets Creative Strategies Leisure To convince consumers that the Paradise Coast is their perfect vacation paradise using the following strategies: • Let our customers define their paradise • Move from a traditional monologue to dialogue with customers • Replace headlines with storylines • Create 360-degree trans-media storytelling • Provide engaging content across social media platforms and Internet • Continue to create new video content for visual storytelling Group Meetings To convince meeting planners that the Paradise Coast is the perfect place to plan their group meeting by emphasizing the following: • Indoor and outdoor meetings spaces and venues including beachfront resorts that can accommodate very large groups as well as boutique hotels that cater to smaller meetings • Meetings facilities with on-site spas, golf courses and/or watersports opportunities • Unique recreation experiences for attendees such as kayaking and airboat tours in the Everglades • Amazing resort booking perks such as spa, fishing, golf, boating, jet skis and tours • On-site dining, as well as a large variety of world-class restaurants close by Sports Marketing To inform sports planners and their teams that Naples, Marco Island and the Everglades is THE place to host sporting events by emphasizing the following: Packet Page -1429- NAPLES MARCO ISLAND 10/14/201416.F.3. EVERGLADES 14-1 5 Destination Marketing Plan N, FLORIDA'S PARADISE COAST • The Naples area has top rated facilities like North Collier Regional Park/ Fun and Sun Water Park and Naples /Collier County has hosted hundreds of sporting events from beach volleyball, to professional golf and NFL Combine Training programs. Large softball and soccer and lacrosse events featuring over 150 teams also return to Naples year after year. • The Naples, Marco Island, Everglades region offers a wide variety of accommodations in every price range offering discounted group rates, special offers, and complimentary perks • Convenient and family-friendly facilities • Group discounts on hotels and local attractions • Expert planning experience • The warm, beautiful Southwest Florida beaches and weather Creative Tactics Initiatives Events and Promotions • Video and photography to promote the key events • Telling the story: website, online, e-newsletter, PR, promotions, social Stone Crab Festival Continue to support and grow the Stone Crab Festival • Increase eNewsletter exposure to include "Foodies" • Increase event to month long • Create "viral" video opportunities to include "little know" facts, increase awareness that Naples/Everglades is Stone Crab capital • Strong online/digital push Golf Events Continue to support the following events • LPGA CME Group Tour Championship, Ritz-Carlton Golf Resort in November • Franklin Templeton Shootout, Ritz-Carlton Golf Resort in December • ACE Group Classic, Twin Eagles Golf& Country Club in February Continue to grow golfing in Naples • JetBlue promotion with a giveaway - "Stay in Naples and have chance to play with the Pros" • Direct Mail to top business executives — Promote meetings and chance to "Win a stay in Naples, and play golf on some elite courses" • Potential partnerships with PGA Stores, American Express, Charity Event with youth Golf Expand Leisure Market Media Campaign Continuation of media that delivered strong results in FY'13 • Incorporate and strengthen video initiatives for online • Provide stronger continuity— More weeks on-air during each initiative • Incorporate new initiatives 34 Packet Page -1430- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES 14-15 Destination Marketing Plan FLORIDA'S PARADISE COAST The Everglades Story • Second largest attraction in the nation (need to research) • Internationally recognized brand • Multiple activities o Eco/Nature: From gators to exotic birds to pythons o History: From Indians to the infamous Mr. Watson o Dining: Casual to fancy and all good o Pristine Beaches: Getaway Islands and mangrove caves o Fishing: Offshore and back water o Hotels: Charming hotels and bed & breakfasts o Walkable Community: Antique buildings and unique shops o On the Water: Kayak, boat rental and airboats Luxury Partners • Paradise is currently working with media partners that have existing luxury partnerships • Luxury partnerships could include Rolex, Rolls Royce, yachts,jewelers and fashion • Luxury partnerships might include advertising, social, PR, and promotions domestic and internationally Visitors Guides that Jump off the Page Use augmented reality digital marketing to allow readers to use their phone to go directly from the printed picture to the TV version of the ad. This capability would be throughout the visitor guide. From the TV spot, prospective visitors could click through to the CVB website and the booking engine. Print alone will become more and more obsolete. Rich & Famous Story • Custom Video Content: Similar to the old TV show with Robin Leach and his English accent interviewing the Rich & Famous with their incredible homes and expensive "toys" • Yachts / Bentleys / Lear jets / Mansions /Jewelry/ Fashion / Dining /Wine / Events • Telling the story: Website, online, e-newsletter, PR, promotions, social Orlando campaign • OrlandoSentinel.com: For national & international prospects • More than 57 million consumers visited Orlando in 2012 • Visitors come to Florida for Attractions & Beaches • Orlando visitors average income $95,476 • Transportation type: auto 78%, air 19%, other 3% • Geographic distribution on OrlandoSentinel.com o Orlando 20.6% o Florida 13.8% o National / International 55.6% • Expand this media to year round • Telling the Story: OrlandoSentinel.com online is one of the few ways to reach out of state prospects "before" they arrive and at a very modest cost. Plus Orlando is one of our feeder markets. 35 Packet Page -1431- NAPLES MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES 14.15 Destination Marketing Plan FLORIDA'S PARADISE COAST Niche Marketing • Continue to feature golf and dining • Look at expanding the weddings market • Look at generating more diversity marketing: Hispanic, African American, LGBT New Media for Targeting Conference / Trade Shows Expand "Drop Pin" marketing • Custom campaigns for Conference/Trade Shows • Reach prospects within a block of the conference • Further define the target by age, income and other data • Example: Promote Stone Crab Festival by targeting similar food festivals in major feeder markets o Attendees of these food festivals would view the Collier County TV spots on their cell phone and click through to the website and then the booking engine Winter Campaign (Mid-January-March) • Reach northern markets (NYC, Boston, Chicago, Philadelphia, Cleveland, Minneapolis and Toronto) • Heavy up schedule during the coldest winter months with the promise of a warm, sunny getaway to Florida's Paradise Coast. • Continue mobile opportunities such as geo-fencing • Unique out-of-home in transit, airports, malls and theaters. Spring/Summer Campaign (April — September) • Target Florida markets with multimedia campaign, leveraging new mobile opportunities and unique out-of-home applications. • Encourage Floridians (with a focus on families) to plan their summer vacation on Florida's Paradise Coast, communicating the close proximity and the value of their vacation with off- season rates • Highlighting experiences that other Florida destinations can't offer such as: o One-of-a-kind dining o Secluded beaches o Beautiful sunset experiences o Superior boating and fishing opportunities o Upscale shopping o World-class resorts o Unforgettable family activities o Great golf at lower off-season rates 36 Packet Page -1432- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES ,,,641014-15 Destination Marketing Plan FLORIDA'S PARADISE COAST x= ' Media Objectives Primary • Maximize message exposure among key audiences • Employ a media mix to produce the highest possible ROI • Increase Digital/Tablet/Mobile exposure Secondary • Continue to increase exposure for local events and grow new events • Strengthen expenditures and exposure against the Group market • Increase visibility in the Canadian market • Continue support of niche markets o Golf o Dining o Weddings o Fishing o Eco-tourism Media Strategies Leisure • Target audiences that have shown best ROI & Response • Utilize co-op programs to strengthen message and stretch budgets • Integrate video content with leisure/niche media and initiatives • Increase emphasis on Golf and Dining during key need periods • Continue sponsorships of major golf events (LPGA, Templeton Shoot-Out and Ace Group Classic) with media buys • Continue support of key local "foodie" events (such as Stone Crab Festival) • Increase digital campaign in Miami for Art Basel in December • Partner with major travel media (American Express, etc.) Group Meeting • Target corporate, association and third-party planners in key feeder markets with direct air service and key drive markets • Targeting corporate Influencers directly • Use integrated media (print, digital, e-Newsletters) to increase reach, frequency and inquiry • Expand e-Newsletters to target specific planners and businesses identified as "key opportunities" • Provide marketing support to key trade shows • Incorporate key trade show attendance for key personnel and partners • Use Analytics to monitor effectiveness of digital/social media and to test creative approaches Sports Marketing Build a stronger continuity Sports marketing plan by: 37 Packet Page-1433- NAPLES • MARCO ISLAND � 10/14/2014 16.F.3. ,�' EVERGLADES ��-- 14-15 Destination Marketing flan FLORIDA'S PARADISE COAST • Continuing to enhance and update the Sports website • Seek out regional partnerships and enhance and plan for trade show partnerships • Reach influencers and potential attendees through trade shows and sporting events Airline Initiatives Continue to build upon FY 14 Airline Initiatives by: • Continuing to seek out and partner with airline that have a strong presence at Southwest International Airport • Seek out regional partnerships • Reach influencers and potential airlines to increase flights into Southwest International Airport Media Tactics Leisure Domestic • Continue to utilize cable television to include both a kick-off period and sustaining efforts in key markets • Increase use of Video Ad Networks and digital rich media advertising to extend campaign period, increase frequency, drive website inquiry and strengthen ROI • Consumer magazines usage will only be recommended for key publications with a proven ROI • Expand use of online, mobile, digital/social and partner co-op participation • Take advantage of VISIT FLORIDA co-op opportunities when appropriate • Explore targeted mall and/or airport advertising to increase visibility during key timeframes/markets • Use customized e-Newsletters as a primary communication for specific targets and niche markets • Partner with major luxury retailers for joint advertising and promotions International • Continue Tour Operator co-op initiatives in the United Kingdom and German speaking Europe • Increase efforts in Canada (especially Toronto) o Consider exposure at Toronto International Airport and high-end Malls • Target Brazilian market for future visitation • Incorporate Brand USA in UK, Germany and Canada Group Meeting Online/Print • Concentrate on major vertical online sites and pubs targeting corporate meeting professionals • Continue to enhance/negotiate sponsorship packages which include ability to include partners at shows, registration fees and signage/speaking engagements 38 Packet Page -1434- NAPLES MARCO ISLAND °` 10/14/2014 16.F.3. EVERGLADES _v-r Destination Marketing Plan FLORIDA'S PARADISE COAST • Utilize print whenever appropriate in shows guides, incremental show distribution and exclusive placement New Online/Interactive Initiatives • Video Ad Networks & Job Title Targeting to reach key meeting professionals - hard to capture using traditional media channels • Top executives by name • Qualified lists based on title and/or business • Increase online webinars e-Newsletters • Supplement Meetings eScapes mailings with highly targeted lists to expand awareness, increase leads to continue to grow database • Increase number of deployments to twelve months Trade Show/Event Marketing • Utilize cable television and/or direct mail in advance of specific trade shows throughout the year • Use Drop Pin Marketing to target block radius of trade show Sports Market • Target five key Sports Shows — Own them through multi-media approach • Increase exposure of the current Sports Landing page • Utilize selective/vertical Trade Show print and online advertising opportunities • Focus on key timeframes, bonus distribution to specific Trade Shows and incorporate eNewsletters to show participants • Custom design an HTML eNewsletter campaign to deploy prior to each event • Drop Pin Mobile/Tablet targeting • Can target down to a zip code or grid to reach attendees during a specific show with a customized mobile/table advertising which will ultimately drive new prospects to your booth with incentives o Target major sporting events o Can incorporate a Sports Stadium, High School Friday Football event etc. • Utilize :30 video and 300 x 250 companion banner ads delivered on a custom built digital ad network • Retargeting o Prospects that visit the Sports Landing page will receive a "cookie" and will be followed to other sites and delivered the custom sports ad for the Trade Show 39 Packet Page -1435- NAPLES • MARCO ISLAND 16.F.3. EVERGLADES �,- 1 4-1 5 Destination Marketing Plan z FLORIDA'S PARADISE COAST Measuring Results Research Partners In an ongoing effort to measure our effectiveness and to report our results to our many audiences, we carefully monitor and measure our outcomes through the variety of sources: • Research Data Services, Inc. • Smith Travel Research, Inc. • Google Analytics • VISIT FLORIDA Research Department • Florida Gulf Coast University Research Department • Visa Cardholder Statistics • Collier County Tax Collector • Collier County Office of Budget and Management • Clerk of the Circuit Court Finance Department • IDSS Database Management System • Sales & Marketing Technologies, Inc. Results Tracking Initiatives Our ongoing research initiatives include: • Focus group research — Provides insights into our targets, reveals trends and provides a measurement of our messages. Both Group market and consumer groups are utilized • Inquiry analysis — The source, timing, cost, etc. of telephone, email, online and mail inquiries is analyzed monthly, quarterly and annually • Online tracking and analysis — Number of unique visitors, click-through rates of ads, time spent on site and more is tracked and analyzed • Third-party research —Whether from the State of Florida, travel trade associations, or through paid third parties (such as Smith Travel Research and Destination Marketing Assoc. Intl. (DMAI) we continually review and analyze data and trends. Additionally, quarterly roundtables are held with our destination accommodations and attraction partners • Media data —A broad and growing number of sources are constantly considered in order to qualify our selection of media used to reach our targets • In-market quantitative studies — Monthly interviews provide ongoing analysis and in-depth information about visitors while in the destination • Conversion studies — Provides insight into visitor activities after they have visited the destination and helps determine which approaches have been the most beneficial in influencing their decision to visit • Tourist development tax— The ultimate measure of the effectiveness of our efforts, along with ADR, RevPAR, in-market spending and other in-market measures of visitation impact • Accommodation Studies- Occupancy, Average Daily Rate (ADR), RevPAR and future visitation studies and performed monthly • Google Analytics are used to track our website activity, and the effectiveness of our campaigns that drive inquirers to our websites. 40 Packet Page -1436- r . - NAPLES - MARCO ISLAND 9 � � .. � 10/14/2014 16.F.3. EVERGLADES Destination Marketing 'Ian' FLORIDA'S PARADISE COAST Media Schedule Base Plan Overview 2015 Projected %of Total Spend 0 ND J F I M A M J .1 A S 2o1J5 Consumer Leisure Print/Digital Opportunities S 80.000,mo Fall Campaign $ 485,500.00 .111'1111 Winter Campaign S 675000.00 Spring/Summer Campaign $ 675.000.00 SUB-TOTAL CONSUMER LEISURE S 1,411,coo.00 6o% Consumer I}ireett cries/I raoel Guides Naples,Marco Island and the Eerglades Official Visitors Guide NA Paradise Coast'visitor Map_ NA Mohr Markets 11111111 Dining Initiatives $ 222.000.00 EcolegvtFilm Initiatives S 20.000.00 Annual Fishing Guide $ 0,720.00 Golfing initiatives S 27,'20.00 SUB-TOTAL NICHE MARETTS S z-9-g4o-on 9" 111111111 Leisure Trmvl-Travel Aoents 'Various Initiatives S 75.000.00 SUB-TOTAL LEISURE TRAVEL MARKET S -5.000,00 z% Group Meetings-CorporatelAssociarion Corporate S 17,5.000.00 Association S 40.000.00 Bridal Initiatives S 40.000.00 SUB-TOTAL MEETINGS MARKET S 255-000.00 8% Sports Ini tiatines Events/Digital!Print S 100.000.00 I SUB-TOTAL SPORTS S m0.000.o0 3% International Initiatives Brand USA S 45000.00 Canada S 80.000.00 ..IM United Kingdom S 50,000.00 - TOTAL D,ILICNATIONAL S 1- 000.00 6% 1 =in line Jnitnitiees -lirBerlin'Digital/Print S 12~.000.00 SUB-TOTAL AIRLINE INITIATIVES s 125.000.00 4% i unt awl g,,Foods TED S 250.000.00 SUB-TOTAL CONTINGENCYFUN'DS, S z5o.000_00 8% I I TOTAL MEDIA EXPENDITURE S 3.1-4.040.00 l00% I 41 Packet Page -1437- f:1;::',:;1:41:7'' 10/14/201416.F.3. NAPLES • MARCO ISLAND EVERGLADES Destination Marketing Plan ' t FLORIDA'S PARADISE COAST FY 2015 BUDGET BREAKDOWN Total Media Budget a Contingency Funds II In-House Digital Management at Print/Broadcast Production $ in-House Video Production ■Fee 9% 5% 9% 5% Budget Overview V V V Packet Page -1438- NAPLES • MARCO ISLAND �� _� �,� 10/14/2014 16.F.3. EVERGLADES 7_;! 14-15 Destination Marketing Plan FLORIDA'S PARADISE COAST Co-Op Marketing, Offering and Opportunities 2013/14 Participation Overview • FY 2013/14 co-op participation decreased approximately 40% • Consistently 6-8 total partners across all opportunities • Nearly 100% of co-op participation was within digital/e-newsletter initiatives Ways to Enhance Co-Op Programs to Build Stronger Participation • Develop quarterly e-blasts to raise partner awareness of various opportunities • Continue to use Co-Op website to provide deeper information to partners and allow them to sign-up for opportunities easily • Keep/create opportunities at a lower cost and larger partner presence within each • Increase social media opportunities Program Timeframes • Focus opportunities on the following timeframes throughout year: o Fall Campaign (October— December) o Winter Campaign (January— March) o Spring/Summer Campaign (April —August) o Annual monthly e-newsletters for both Consumers and Meetings FY 2015 New Initiatives • Enhance trade show opportunities • Increase out-of-home opportunities (billboards, transportation, movie theaters, etc. in key markets) • Maintain variety of opportunities to allow increased partner participation Trackable Measurement • Generated results for each specific co-op program will be presented to each participating partner at the end of each campaign �3 Packet Page -1439- NAPLES • MARCO ISLAND �� 10/14/2014 16.F.3. EVERGLADES .: ` ��.. ,,,414-15 Destination Marketing Plan FLORIDA'S PARADISE COAST r - GROUP MARKETING PLAN Situation Analysis • The CVB is the official DMO representing Florida's Paradise Coast of Naples, Marco Island and the western Everglades. We have assisted our tourism partners in growing the group meetings market over the past 12 years. Our unique setting, coupled with the personal attention each group can receive in our group hotels, promises to help grow this segment even more this next year. Visitation research shows that 60% is leisure and 40% is group visitors. • The Sales Department includes a Senior Group Sales Manager, a Leisure Sales Manager and a Sales Assistant. The Director currently handles the majority of the International market sales. • We have full time representation based in German and in the UK and Brazil. • The meetings market as a whole is up slightly in 2014 compared to 2013. CVB leads are up from previous years with more RFP's. Most of the group market trade shows produced good RFP results. • With the new leisure sales manager in place we have one sales manager focused on just the meetings market. That has been extremely helpful on both sides for marketing group and leisure sales. • Below is the trade show and sales mission list for 2014. The color code is productive shows Green for shows we will do again; Red for shows that we will not do or ones that did not produce results; Blue for shows we may do or are pending final results. IMEX International Premier Meetings Exchange Elite Meetings Florida Encounter Site Global Conference sGTME SITE Sales Mission NY sales Mission Philadelphia iF tF irc ti.✓e reso Kcte foundation Rewards & Recognition Show i tev. f a Ct 1`of MPISEC mats fib.} i " it e 71,' t.s 44 Packet Page -1440- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES 1415 Diest. n n Marketing 'tan FLORIDA'S PARADISE COAST Meeting Focus Florida MITE Caribbean Meeting & Incentive Exchange SITE • RFP's generated by the CVB staff resulted in increased booked business in 2014 vs. 2013- up 11% from 250 to 287 and booked business is up 14% from 52 to 74 groups booked. • We expect to continue this growth with focus on new shows, new planners, hotel partner participation, Fams both in and out of market; sites, and hosting targeted planners and planner shows in the destination. New Product Development: Three (3) new hotels are in the planning or development stage: • New Casino Hotel in Immokalee • New Hyatt House hotel downtown area (small meetings) • New hotel building for 2016 at Gateway triangle near Bayfront There are also several major renovation projects and name changes that gives us a lot to talk about to meeting planners. o The Ritz-Carlton, Naples "re-mastering"— new rooms look, new paint, ACs, services and restaurant renovations — 5 diamond awards winning top hotel where guests can enjoy the best of both worlds with the Golf Resort just minutes away. o The Marriott Marco Island Beach Resort with addition of 80 new rooms and thousands of square feet of meeting space, additional parking, added amenities and possible name change to JW Marriott status for 2016 will be a game changer for this area and allow us even larger conference availability and increase ADR. o The New Naples Grande Beach Resort (Waldorf Astoria) dropping the franchise and becomes a boutique hotel again under the Naples Grande name. The planned renovations are stunning with warm beach colors and gulf view rooms with top amenities, new dining facilities, upgraded outdoor function space and pool renovations really update this Resort to stand out among the completion. o Naples Beach Hotel & Golf Club has spent over $60 million in the last 3 years and continues to renovate and has never looked better. Great rooms, meeting space, now 4 diamond with ALHI marketing to groups really creates local and regional competition and puts this resort one up from past marketing efforts. o The Inn on Fifth while having completed 34 new all concierge level suites last year is still new and constantly improving the quality of service and guest experience catering to small groups of CEO's and presidents, financial and local groups. Boasting the new Avenue 5 restaurant makes this hotel a top request. o Hilton Marco Island Beach Resort room product is new and a new pool by the spa is scheduled to go in this year upgrading that 4 diamond popular resort and making it more requested for medium size groups and great overflow to the Marriott. o Inn at Pelican Bay decorated with high end Ralph Lauren fabrics o Naples Bay Resort, Presidential suites and boatel packages; o Holiday Inn Express did total remodel with new public and guest room furnishings o Bayfront Inn added new meeting space and spa. Packet Page -1441- NAPLES MARCO ISLAND 10/14/201416.F.3. TM EVERGLADES X14 5 Destination Marketing Plan FLORIDA'S PARADISE COAST Many other smaller hotels in the destination have also completed renovation plans and added meeting space or presidential suites, spas and have special packages. These new offsite opportunities will be good for groups we have not hosted before like Food Truck shows, boat, home and garden shows, Culinary food festivals, Craft and Hobby groups and help to fill up the smaller nearby hotels that can supply the necessary rooms. o Naples Botanical Gardens has added a new meeting and visitor's center building. o The Conservancy of SW Florida has new meetings space and exhibit areas. o Hodges University has added meeting space. o New Hope Conference Center gives us more offsite options. Competitive Situation: Lost Business to other competing group destinations is mostly due to rate and transportation cost and distance issues. Our rates tend to be higher than our competitive destinations, and we are happy that our destination ADR is up and we are competing with the best of the best. o We deal with transportation issues on a one on one basis educating planners about our airport flights, sharing monthly airport updates, talking about the new airport and easy highway access to the destination with several transportation options including the hotels preferred vendor. o This is mostly an issue with budget minded groups. Weather/rate is the other issue we lose to Florida hotels in winter with cheaper rates due to seasonal weather issues. They are meeting in Florida in winter and get a good rate but its cold, and we have the best winter weather. Market Trends: • We are receiving more incentive group requests. Meetings are beginning to attract more attendees and higher percentage of pickup and more interest in pre and post stays. Many planners of CEO and board meetings are interested in this area. Offsite venues are slowly becoming a requested add on. • Educational learning is on the rise in both group and leisure travel. With a mention of "Extend your pre post conference experience and bring the family, make a vacation out of it and continue to learn" should help grow this trend. Group Meetings Market-Geographic & Industry Target Markets We will target the following market segments at trade shows, through e-newsletters, sales missions and FAM trips: • Corporate Incentive • Associations • Smaller Corporate • Law Firms • Medical • Insurance • Financial • SMERF- selective 46 Packet Page -1442- NAPLES • MARCO ISLAND ' ' 10/14/201416.F.3. EVERGLADES % i4-1 5 Destination Marketing Plan FLORIDA'S PARADISE COAST s : Sales missions will be done with Visit Florida to include our primary feeder markets: o New York, Chicago, Boston, Atlanta and DC o Florida -top market for associations. Associations are top markets, and we have to hit where the decision makers are. Our Leisure Sales Manager will handle the Association market o Secondary cities will be targeted with sales missions and include... Ohio Columbus and Cincinnati Indianapolis -Corporate Toronto Software — presidential CEO — Incentive Charlotte area Raleigh Durham Corporate Parks Milwaukee o Promote in Summer time more for Florida. We also promote Florida Meetings by going to shows to meet with planners who seek Florida or Southeast USA. SMU, Florida Encounter, MPI, Meetings Focus South. o Target "Need Dates" of August & September where they want CVB assistance, advertising and marketing support. New and Repeating Tactics and Strategies 1. New and updated photos on the website 2. New and updated videos for use in presentations, website, sponsorships, and destination share. 3. Keep updated Meetings collateral, double sided meetings flyer, postcard in market, note cards. 4. Continue Newsletters program and expand coop and editions —We will introduce a monthly meetings newsletter this year 5. Sales missions of all types including joint sales missions with PR, regional, hotel and attraction partners. 6. Increase Meeting planner data base 7. Continue Fams and Site programs 8. Continue RFP Enhancement program 9. Enhance use of ldss with updates and additions to data bases 10. Social Media promotion expanded Additional initiatives: • Digital, banners, webinar sponsorships, lead generating educational programs and awards support. • PR support for group market • Include new Videos for Meetings and Weddings and an overall destination video for promotional use at shows. • Personalized videos to planners from CVB sales staff to pitch the destination and welcome them 47 Packet Page -1443- NAPLES • MARCO ISLAND . 10/14/2014 16.F.3. EVERGLADES C,.:1404- 14-1 5 Destination `Marketing Plan FLORIDA'S PARADISE COAST • Develop "Thank You" videos that can be customized for targeted groups who have held their meeting or event in our area and personalized handwritten thank you notes. • B-Leisure or"Bleisure" markets: This new term bleisure will work for both leisure and group sales. It ties Business and leisure trips together— We can market this concept as a highlight to the destination and need to continue to brainstorm with hotel partners how to do this. What we are looking for is a way to market pre and post business stays and asks visitors to tie into their educational conference a pre/post leisure stay for educational reasons to learn something new and for relaxation. We can tie into the VISIT USA campaign Travel Effect offering our destination reasons why and how people should and can get the vacation break they deserve and why they should take it. • Road shows and concerts as sales missions. New committee of hotels formed to lead this. • Curb appeal — focus our spend on need times and lead generation • In market and out of market sales missions— include and education component in our missions and Fams to entice planner attendance and get our A list needs met, speakers on trends or certification points for a class we might offer. • Leisure Sales missions — Receptives and leisure Virtuoso sales calls in the Fall to top agent producing lists from the hotels and add to data base and call on them in market for missions • Review RFP enhancement program and sponsorships — allocation changes needed on a % of room nights for larger funding needs and to assist smaller hotels too. Current funding use for transportation and F&B is ok but not enough to cover receptions based on room night's allocation. • Research if we can offer RFP enhancements to groups coming 2 years from now and to sign multiple year contracts. CVB to review policy • RFP enhancement reminders needed —hotels request CVB send to them quarterly what funding is available and the policy and process to them every quarter to remind them about the program and keep them in touch with it. • Increase allocation $$ midyear and earmark '/2 for future years and 1/2 for current year. Request $200 K for RFP enhancements, $100 K for Sponsorship/Sales missions and sites, $35 K for Fams. • Group Sales Missions Corporate Parks —target small planners to generate a buzz— hit the tech parks, rent facility for venue to hold a sales mission event. • Group Sales Missions — Form a committee and assign a chairperson to assist with each city and get hotels to sign up to join CVB missions and put on the committee • Sales mission target cities —Group/ Indianapolis, Charlotte for corporate, Ohio Columbus and Cincinnati, Milwaukee. Leisure/ combine Ohio cities and Milwaukee and add outer area New York like long Island and Westchester county. Also include Toronto for leisure sales missions. • Apps - on line Phone applications-for destination info like guide to city, restaurants, to do — Crowd Compass is a Cvent app for Events applications. See Debi for source. • Partner with offsite venues and event spaces —smaller hotels reach out to venue spaces to hold events where hotels can house rooms and win -win for everyone. Utilize New Hope, Botanical Gardens, Zoo, Malls and other venue spaces for events and fairs. Sports, SMERF market, hobby shows, car shows, boat shows, collectables and other. Work together. Hotels should reach out to venues and give them special rates. Also 48 Packet Page -1444- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES4�' :::,412r14-15 Destination Marketing Plan FLORIDA'S PARADISE COAST packages can be made for these events with hotels and they can be put on line ParadiseCoast.com and events calendars. • CVB to create partner newsletter monthly or quarterly that is in market partner to partner news • Insider spotlight feature co-op ads, campaign theme, package needs, contests, social media — a way for CVB to communicate partner to partners to keep everyone informed of destination changes and updates, events, coops etc. • Enhance RFP Responses — using videos to personalize your group bids — have link to short personal video both CVB or hotel proposal asking for the business and why we do it best. • Learning vacation packages — could work again with Bleisure and pre post group stays — Come to Naples Marco Island Everglades learn to Fish, sail, golf, boat, about shells, birds, Everglades environment, paddle board, Kayak 10,000 islands.....Learning vacations/experience is big trend, hotels need to create packages and CVB/hotels to market this lasting trend —great for families, couples and all age groups. • CVB and Hotels to support Planner events and PR events to destination — go after and support events that we can hold in our hotels that bring planner conferences such as golf tournaments, SMU, Meeting Focus, PRSA, Travel bloggers, Florida Encounter, MPI, FSAE and Regional ConferenceDirect, Regional HB and others. • Naples Fifth Avenue— Showcase the 52 shops, 35 Restaurants and 2 theaters in an 8 block period from the Gulf of Mexico to the River. A lovely walkable landscaped area with outdoor dining and open air shopping and fun nightlife! • Postcard — CVB has in market post card available for hotels to put in group welcome bags — call to action is website and beautiful photos of what to do in Paradise are on the card. • Postcard — mailing from CVB to planners to market CVB destination services could reach planners over email and newsletters and is worth a try. • Tradeshows with CVB — some are open for partner participation and we could add new other shows at your request. Tradeshow list and forms to participate were mailed out so join us or communicate if you need assistance. • CVB website has a local tourism partner section to keep partners in touch with coop opportunities and other CVB communication to partners. http://www.paradisecoast.com/travel_trade/collier_county_partners • Coordinate all promotions with CVB social media coordinator • FAM trips -We will continue organized destination FAM's and provide airfare when appropriate. The CVB will qualify their needs and provide the planner a list of hotels that meet their needs using the following tactics. • Meetings newsletters — make them monthly— and list the upcoming locations, announce the FAMs and include videos when possible. Newsletters are very well read with good open rates. • Theme newsletters ...or put a specific focus to each monthly meetings escapes • More co-op opportunities in Meetings escapes newsletters • Purchase special group market lists for our group e-newsletter deployments • Track and monitoring those newsletters that are increasing our opt-ins, and thereafter RFPs. 49 Packet Page -1445- NAPLES MARCO ISLAND 10/14/201416.F.3. ISLAND � � � EVERGLADES , :,may - Destination - e# r Plan FLORIDA'S PARADISE COAST Concierge and Ambassadors training programs The CVB will initiate two annual group training/brainstorming workshops with the hotel concierge association to co train each other with efforts to encourage pre/post stays, add a day stay, bring the family and other ways to encourage longer and more repeat stays with group attendees. Learning experiences, what is free (taxi to restaurants, water taxi). We can always learn from each other. • Site inspections o Continue to pay airfare and solicit contributions of the CVB for Sites —CVB Group sales assists with the itineraries and some escort; travel arrangements, meet and greet and welcome bags. • RFP enhancements for hotels and tourism partners have shown good success over the past three years. These incentives assist our partners in closing pending group meeting business. Absolutely necessary for the CVB to continue to support this effort as dictated by the hotels. • A $100,000 budget is available for 2015 to be granted to hotels and transportation to assist group hotels in going to contract with planners for business in their need times. • CVB Group sales spend a great deal of time and effort on tracking and supporting these efforts to attract RFP bids and signed contracts from planners. • Sponsorships -CVB Group Sales efforts also support sponsorships to bring Meeting Planner trade shows and events to the destination. I did not get any support from the hotels to host planner groups here this year. Mostly due to high occupancy, high concession requests and hotel renovations space restrictions. This year we are supporting top 25 Conference Direct Planners annual incentive coming to Marco Island. We also support lunch sponsorships at Connect and Collaborate and will rotate those for 2015 plan and sponsor breakfasts for SMU and IPEC shows. • CVB will work to bring SMU event, Florida Encounter and others including FSAE events for 2016. Trade Shows (List follows for 2015 Trade Shows) • There is good cooperation from the hotel partners to attend trade shows. They are supported by partners or essential for the CVB to attend or we do not go. Some shows cannot include partners but CVB will attend to represent the destination i.e.: HelmsBriscoe Annual meeting and others. • The excel document for trade shows has 3 tabs listing all shows, Group market shows and sales missions and Leisure/tour operator shows and leisure sales missions (attached with costs/budget). Weddings Market: • Destination market first, then down to specific property. • Focus on the idea of doing an affordable wedding in paradise • CVB will revamp weddings pages on the website • Mini-moons and honeymoons, packages, promotions • Possible wedding promotions, social media or contest in the planning • Wedding video to be created and on social media everywhere /website • Quarterly weddings newsletters to fulfillment lists 50 Packet Page -1446- NAPLES • MARCO ISLAND rA4 1 0/1 4/201 4 16.F.3. EVERGLADES -15 Destination Marketing Plan FLORIDA'S PARADISE COAST International Market • Support trade shows through SITE membership. We will consider an International trade show EITBM Barcelona Spain for November 2015 (part of 2016 plan) and continue attendance at IMEX in North America. Group Market Media to Consider: 1. Some ads to keep up with competition but more of a custom program should be purchased this year so we can capture leads/data base. It should include trade shows, digital, newsletters, webinars some print/content and some Pinnacle support and all pubs M&C, Incentive & Successful Meetings, Connect, Collaborate (Collinson 6, publications and Meetings Focus, possibly Prevue. New, different and exciting to keep us edge up over competition and set us apart as a destination. (IMEX for 2016 plan if we like this year result). 2. Limit the use of print publications and retire the QR tag concept. Show a video by imbedding it in banner ads on group meeting websites. We will consider the following direction for the 2015 group media plan 3. More to online and digital 4. Mobile campaigns a. Search engine targeted ads b. Website key word enhancements 5. Meeting magazines if there is a trade show component a. Association group magazines— Banners and e-news 6. Linkedln for meeting professionals to exchange trending ideas —Also Linkedin is now available for advertising and we will look at how to best approach that. a. Group Sales Manager's Linkedin account has over 800 contacts, mainly planners, local tourism business partners and media contacts that requested to join. She receives on average 8 new views per week and 5 new contact requests per week. 7. Buy group market lists that are geo targeted to specific target markets 8. Videos * Videos * Videos everywhere! 9. Media Mix that work best in attracting groups to our destination: a. All social media channels b. Advertising in magazines —on line — specific events/shows connected c. Strong TV ads make a huge impact d. Trip Advisor huge potential and audience. e. Videos —the use of videos in all of these areas has strong potential 10. CVENT should be considered with a budget of$5K for enhancement of CVB presence on HelmsBriscoe membership to generate more RFP's to the CVB from planners who use Cvent. 11. Marketing collateral for groups — new mini banners and large screens were produced for 2014 and new meetings digital and print 1 page two sided flyer is completely updated and in digital and printed versions. Another new screen with location map is in the process and meetings will be mentioned and have a section in the new Visitor Guide. I have new i-pad presentations and several power points featuring the destination and all of our resorts including featured partners who attend the specific shows with CVB. 12. Post card —we would like to develop a new postcard mailer that can be sent via regular mail or digital mail that talks about CVB services and the destination. We created in 51 Packet Page -1447- r NAPLES • MARCO ISLAND 10/14/2014 16.F.3. ±k4 4 -` 5 Destination Marketing 'Ian FLORIDA'S PARADISE COAST 2014 a new postcard in market fulfillment piece to use for planners welcome bags that directs them to our website. 13. Visit Florida—Debi will sit again this year on the Meetings & Trade Committee with Visit Florida and participate with them in surveys, membership, sales missions and trade shows. Tracking/Measuring Results • Track advertising buys use, iDSS, RFP's, other. • By using dart-tags for online efforts (eblasts, banner ads, etc.) to track the clicks and conversion. • Reports provided by Paradise Agency • Website traffic/800 numbers designated to media buy and dedicated landing pages. CVB Strategic Plans for future • More tradeshow co-ops • New video opportunities- Vimeo, YouTube, etc. • More social media opportunities in the CVB's co-op program • Expand use of Pinterest, Google+ & Instagram opportunities with planners • FaceBook page for planners • Explore Linkedin for digital ads • Trip Advisor for planners • Group website with Visit Florida 52 Packet Page -1448- NAPLES MARCO ISLAND k 10/14/2014 16.F.3. EVERGLADES � l —1 Destination Marketing Plan FLORIDA'S PARADISE COAST rYi- LEISURE MARKETING PLAN Situation Analysis • Northeast and Midwest markets continue to be our strongest feeders between January and March. • UK and Germany continue to grow as strong feeders year round. • We are seeing more and more Brazilians and Argentineans. Latin American Market is growing. • Brazilians showing interest in making the drive over from Miami. Need education through promotions with our new representation with AVIAREPS. • Trend is toward more active vacations, adventure travel. Visitors are looking for unique and educational experiences. • Competition for leisure business is Caribbean, CA, AZ Hawaii, and Puerto Rico. Also in Florida the larger CVB's such as Key West, Miami, Orlando, and Tampa have more man power and funding to reach and saturate markets by having greater exposure at trade shows and through paid advertising. Target Markets Geographic • Northern markets (Chicago, NY, Boston, Philadelphia, DC), Canada • Florida in-state markets of Miami, Ft. Lauderdale, Palm Beach, Orlando, Tampa St. Petersburg and Sarasota show strongest growth potential. • Opportunity Markets may include South American, France and Asian markets like China, India (for Everglades/National Parks) • European markets for primarily the summer months include UK, German, France and Scandinavia. Growth is in France and Scandinavia. • Italy has potential, but high air fares are a negative • World turmoil is driving traffic our way. Educate that we are safe. • Brazil and Latin American market really growing. They aren't just group tour clients anymore. They are families and couples. • Catch internationals that travel through Keys, across state, encourage extra nights. Market to them in Florida to stay one more night. • Ethnic travel is increasing, but hard to target. • Regional residents for "Stay-cations "in town" vacations and long weekends • Promote the new Artificial Reef Project to leisure travelers and consider packaging with charter fishing captains and Scuba Diving providers. 53 Packet Page -1449- NAPLES MARCO ISLAND 10/14/2014 16.F.3. �. EVERGLADES --�- .t:zz 1 Destination Marketing Plan FLORIDA'S PARADISE COAST Demographics • Primary target is Baby Boomers 50+ geared toward women • Secondary is Millennials 17 — 33 years old. • Families and couples, both older and millennial. • Active Lifestyles, more adventure driven. • Affluent, upper income adults that travel. Market Segments • Consumers by attending trade shows • Travel &Adventure market. • Domestic and International Tour Operators/Wholesalers. • Luxury Travel Agents. Activity Targets • Adventure travel • Edu-tourism • "Bleisure" travel —come for business, stay for vacation, bring the family. • Beaches • Everglades • Relaxing • Nature • Family • Shopping • Dinning — Culinary one of a kind. • Nightlife — millennial demographic • Biking and outdoor activities • Sports related events — like paddleboard event Objectives • Continue to showcase the area to travel agents and tour operators by adding two new FAM's • Grow the Brazilian market in 2015 by 10%. • Promote the "Travel Effect" to encourage using more vacation time. • Enhance the website leisure pages with more content by end of March 2015. • Focus on travel agent sales through various avenues and grow our database by 15%. • Increase content and media coverage of our destination by end of second quarter 2015. • Improve and enhance use of iDSS database for updates • Enhance the website Weddings & Honeymoon pages by end of first quarter 2015. • Build out a Golf section of the website to assist people in building golf vacations by end of first quarter 2015. 54 Packet Page -1450- NAPLES MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES Destination Marketing Plan FLORIDA'S PARADISE COASTar ;p Strategies 1. We will continue to showcase our destination through shows, advertising and PR to above market segments by promoting our uniqueness, art culture, culinary; wide, white sand beaches, the world famous Everglades and our top rated resorts as reasons why this destination is a preferred choice over other destination in Florida and the US. We are also charming, clean and a safe destination. 2. We have now have representation in Brazil through AVIAREPS that will promote brand awareness through trainings, trade events, shows. I will assist them with FAM trips, sales missions and shows. See also their marketing plan attached. 3. The Travel Effect is the U.S. Travel Association's research-driven initiative to prove the personal, business, social and economic benefits that taking earned time off can deliver. We aim to shift culture so that using personal time off is not considered frivolous, but essential to strengthening families and improving personal health; a business investment with proven returns and an economic necessity. The average American leaves 3.2 unused PTO days per day. 4. We will spread the word and entice the target markets of NY, Boston, DC and Philly to take a short 2 hour flight to the Paradise Coast by using the Travel Playbook. 5. Get with the properties to create 3 day/2 night packages exclusively for the Travel Effect traveler. Can tie in with Adventure travel, Edu-tourism and Bleisure travel. Example: Come to Naples Marco Island Everglades and learn to fish, sail, golf, boat, learn about shells, birds, Everglades, paddle board, kayak. This is a big trend, and hotels need to create packages and CVB/hotels to market this lasting trend —great for families and couples of all age groups. 6. The partners would like to see Sales Missions to receptive operators and luxury travel agents in the Fall. We will form committees and target secondary markets of Ohio, Milwaukee, NY (Westchester County) and Toronto. We will ask for lists from the hotel partners to include in the database for these missions. 7. The CVB will create a monthly or quarterly in-market tourism partner newsletter. We will use this as a tool to communicate package needs, upcoming contests, co-op opportunities, social media, trade shows they can attend with CVB, latest events and partner updates. 8. Weddings & Honeymoon Market- a. a strong destination target and CVB will continue a minimal program to supplement the hotel market for this with twice annual weddings newsletters, some target media buys and website support but we feel this is an important property specific market. b. Destination weddings, family travel, India weddings, multi-day event weddings. c. Listings with wedding resources/publications. d. Wedding specific website built off of main property webpage. e. Weddings are big for food & beverage— 70% of revenue. f. Feature Florida's Paradise Coast on HGTV or popular wedding TV Show, destination giveaways/sweepstakes. g. Work with area country clubs, so using their sites for ceremonies and hotels for rooms. h. Weddings are a huge potential for us that targets our demographic to our mid and upper range hotels. 55 Packet Page -1451- NAPLES MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES -�---- ,4 X4-15 Destination Marketing Plan FLORIDA'S PARADISE COAST � �� New Concepts & Copy Point Suggestions: • Easy to get around and park. • Relaxing • Upscale • Great fishing, nature, eco • Area parks cater to the active aging population as well as the millennial. • Dining — one of a kind, locally owned- Farm to Table concept. o Chef's tables, fine dining experiences, farm-to-table/sea-to-table; promotions and coverage of dining events/festivals/food shows. • Emphasize shopping — outlets, high end malls. • The world famous Everglades and Everglades National Park • The new Artificial Reef system • The diversity of staying in world-class resort and then within a short time you are in this World Heritage site, real wilderness. • Educate our hotels are aware of the Everglades National Park Gulf Coast visitor Center. • Arts and culture offerings- showcase the wide variety of events, performance types, museums, galleries. • Unique offerings for children and families to do- C'mon, Zoo, Conservancy, Rookery Bay, resort kid's programs. • Collier County has 30 miles of wide, white sand beaches plus the Everglades — a combination found nowhere else in the world. • Push "Travel Effect" concept to encourage Northeast feeder markets of NY, BOSTON, DC, Philadelphia with direct easy access to RSW to take their vacation time. 56 Packet Page -1452- S • MARCO ISLAND tom 10/14/201416.F.3. NAP EVERGLADES . FLORIDA'S PARADISE COAST PR/COMMUNICATIONS MARKETING PLAN Introduction The Naples, Marco Island, Everglades Convention and Visitors Bureau has a core internal communications team, a domestic national public relations agency— Lou Hammond & Associates, as well as some media relations support from international marketing representatives in the U.K., German and Brazil. The CVB team is responsible for overseeing all communications initiatives and directing all agency teams, as well as facilitating all inbound press representatives sourced by the strategic partner agencies. The CVB team delegates tasks and projects primarily to LHA, researches and writes the bulk of the branded content (written news-style articles, video, etc. (an increasingly essential component of successful destination marketing), schedules itineraries for visiting journalists, and handles PR and consumer related social and digital marketing activities. A key focus on the CVB team continues to be development of stories about the positive impacts of tourism to the local economy and community with the local media, as well as providing a face for the tourism bureau through appearance and presentations to area business, leadership and community groups. LHA is primarily responsible for the proactive outreach to North American media about the benefits and features of spending vacation time in Florida's Paradise Coast. There is a high-quality back- and-forth relationship between the in-house CVB team and the LHA team that continues to produce positive results for the destination. The digital communications channels are maintained by the team with new and updated website listings, events, articles created for SEO enhancement, blogs, new video segments and more. The CVB's public relations and communications efforts have consistently created highly positive news coverage and good will for the bureau, as well as maintaining the timeliness and quality of information available through the destination website and social media channels. The team works hard to carry on this tradition of excellence with relatively lean resources and a can-do attitude. Situation Anaiysis The Paradise Coast continues to grow in reputation and stature amongst the national and regional media. The destination brings with it abundant opportunities based on its distinctive strengths. Below is a SWOT analysis with more detail 57 Packet Page -1453- NAPLES MARCO ISLAND � � �� 10/14/2014 16.F.3. EVERGLADES 15 Destination Marketing Plan FLORIDA'S PARADISE COAST �7.VV .O.T. Strengths Weaknesses Opportunities Threats Wide range of Low availability for visiting Partners provide a dedicated Partners making limited dates accommodation options for journalists during peak season. window of opportunity to host prohibitive to actual media usage visiting media. media with information on causes media to visit and cover dates to be available to media other destinations. during peak season. Strong awards and accolades Ability to apply accolades Utilize"get out the vote" Relying too much on accolades tout various aspects of the across destination(awards efforts to increase awards can hurt should the destination not destination. typical to one branch of won. win. destination). Easy access from affluent Distance from airport causes Provide media and Travelers visiting destinations markets via international need for car rentals,limo consumers with driving closer to airports,or with more airport. service in destination. itineraries—things to see in public transportation options. your rental car. Diverse offerings with three To some travelers and media, Highlight ability for travelers to Destinations with less complex distinct destinations in one. destinations are known as have three unique personality an easier to understand individuals more than a singular experiences in one vacation. sell, "Florida's Paradise Coast" Create packages that incorporate offerings in all three. Established calendar of Long list of events can Prioritize a selection of annual Investment from other destinations annual events throughout overshadow major events. events that agency/client can for major annual event such as destination. take to the next level. South Beach Wine&Food Festival. Excellent,positive-tone CVB is seeking contract for Sending RFQ in September to Purchasing/finance won't approve coverage continues to grow. media monitoring/database a variety of vendors. certain terms such as pay in service and social media advance. dashboard.Purchase procurement policy problematic CVB team tasked with Slow news days bring focus on Proactively create Biased and under-informed media continuing to grow over-hyped stories like red tide, understanding and awareness and public can turn stories. local/regional coverage of vibrio,storms through coverage of tourism business&feature economic impact,jobs stories Market shift focus places Lack of staff/time puts stress on Contract with established Budget limitations will require great need for expanded team. journalistic contacts to future planning for increases in editorial-style"branded develop editorial-style content these areas. content." for multiple platform use. Digital marketing continuing Constant changes in algorithms, Utilize strategic partner Budget limitations will require to grow in importance. platforms,SEC creates knowledge,attend key future planning for increases in confusion,time to research conferences. these areas. tactics for effect social media and web presence. 58 Packet Page -1454- NAPLES MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES �4-15 Destination marketing plan FLORIDA'S PARADISE COAST j In looking at the media, however, the landscape continues to change and evolve with the explosive growth of bloggers and brick-and-mortar media continuing to invest heavily in digital editorial content. On the broadcast side, the ongoing rise of reality programming along with "news" outlets seeking pay-for-play opportunities means that the Paradise Coast must work harder than ever to find opportunities that fit our budget and demographic audience. The CVB will continue to adapt its public relations campaign to meet the needs of both our partners and the media. In doing so, it must always be cognizant of the topics and trends the media is seeking. Among these include: • Local, Authentic Experiences: Travelers craving destination immersion • Nature/Eco Travel: Mild to wild • Fishing Enthusiasts: Affluent travelers seeking angling adventure • Multigenerational Travel: Children, parents, grandparents traveling together • Voluntourism: Travelers seeking to give back and make a difference • Health & Wellness Travel: Reinvigorate body/mind • Pet-Friendly Travel: Growing segment, luxury travel • Business of Tourism, Travel Effect, Economic Impact: SW FL economic driver—focus on local, positive coverage • Tourism Business, Environment, Weather Issues: Importance grows to stay ahead of locally-focused issues and events to keep a positive tone for tourism industry. Our plan reflects ideas that incorporate these trends as well as those that appeal to the destination's key target audiences as listed below. Target Markets Geographic • Northeast (primarily New York metro) • Midwest (Chicago metro) • Canada (Toronto) • Florida (Miami, Palm Beach, Orlando and Tampa/St. Pete) • International (Brazil, UK, Germany, other) • Southwest Florida Market Segment • Cultural Explorers/Heritage • Honeymooners, Weddings, Romance • Escapers, Girls'/Guys' Getaways • Golfers/Sports/Health & Fitness • Food and Wine Lovers • Spa-Goers 59 Packet Page -1455- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES - �Y-� x 15 Destination Marketing Plan FLORIDA'S PARADISE COAST • Families • Watersports Enthusiasts • Ecotourists, Adventurers, Anglers • Affinity Groups • SW FL Tourism Industry— Focus of regional coverage The Trade • Meeting Planners • Travel Agents • Tour Operators Target Media A broad spectrum of consumer and trade media outlets should be targeted. These will include: • Major market newspapers • National and regional lifestyle consumer magazines • Network and cable television programming including morning news shows • Syndicated and regional broadcast news/talk outlets • Special-interest publications and key websites covering travel, cuisine, family, golf, fishing, diving, bridal, etc. • Hospitality, travel, incentive and meetings trade publications. • Syndicates, newsletters. • Websites, newsletters, important blogs and other social media outlet platforms. • Established freelancers and bloggers with a history of productive work. • Business-oriented publications. • Southwest Florida business, news, environment media handled primarily by in-house communications A broad spectrum of consumer and trade media outlets should be targeted. These will include: • Major market newspapers • National and regional lifestyle consumer magazines • Network and cable television programming including morning news shows • Syndicated and regional broadcast news/talk outlets • Special-interest publications and key websites covering travel, cuisine, family, golf, fishing, diving, bridal, etc. • Hospitality, travel, incentive and meetings trade publications. • Syndicates, newsletters. • Websites, newsletters, important blogs and other social media outlet platforms. • Established freelancers and bloggers with a history of productive work. • Business-oriented publications. • Southwest Florida business, news, environment media handled primarily by in-house communications : 60 Packet Page -1456- NAPLES MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES 4111:: -15 Destination Marketing Plan FLORIDA'S PARADISE COAST • Create publicity for the Paradise Coast to drive both awareness and business — specifically air arrivals, hotel occupancy, repeat business, new business, and shoulder season visits • Position Paradise Coast with key audiences as a unique, culturally dynamic and exciting destination • Support MICE options, building meetings business • Attract occupancy year-round • Engage consumers through an increasingly digital media landscape • Raise appreciation of the CVB's efforts with Paradise Coast citizens and tourism partners • Drive greater traffic to website • Educate and Engage Southwest Florida community about positive impacts of tourism industry Goals • Increase media coverage by 10% • Obtain at least three top tier national travel publicity placements • Obtain culinary travel coverage of the destination in local, regional and national publications • Increase production of video and other branded assets each month by in-house team • Continue and Increase positive coverage of tourism, economic impact through by-lined features, effective inquiry response by in-house team Strategies • Provide a steady flow of creative story ideas, news and trend information to keep the destination top-of-mind among all audiences • Media placement, media placement and more media placement through the news bureau, media tours and an active visiting journalist program • Highlight key selling points, including cultural heritage, arts, beaches, dining, golf, spa, romantic atmosphere and beauty • Create promotional and publicity opportunities surrounding destination events with affinity groups and organizations, including retail and media outlets that reach niche audience interested in the events • Emphasize Paradise Coast's proximity, facilities, service commitment and amenities as desirable attributes for both group travelers as well as leisure visitors • Fish where the fish are; make a concentrated effort to increase media placements by targeting major market media in the geographic areas that currently generate, or could potentially generate the most visitation; time outreach lead time for coverage to coincide with consumer buying time • Tell the "Paradise Coast Story" both on and off the travel pages, seeking to broaden exposure in segmented targeted media e.g., food magazines, arts and preservation books, as well as niche market media • Activate marketing partnerships, strategic alliances and consumer tie-in promotions to extend the reach of key messages • Celebrate successes in local media and keep partners informed of activities and results; ensure partner participation and engagement • Leverage the website, Facebook page, Twitter handle and other social media platforms as pull mechanisms for involving prospective travelers with Paradise Coast as an ideal destination • Utilize a multi-platform approach, securing coverage in traditional print and broadcast outlets as well as websites, e-zines, blogs, online newsletters and other emerging media 61 Packet Page -1457- NAPLES • MARCO ISLAND ,' 10/14/2014 16.F.3. EVERGLADES -�-�--- 14-15 Destination Marketing Plan FLORIDA'S PARADISE COAST • Integrate, wherever possible, public relations activities with other marketing initiatives, i.e., advertising, promotions, direct marketing and research Media Relations and Outreach 1. Media Story Development and Placement Tactics will include: • One-on-one journalist meetings with Paradise Coast spokespeople. • Continual outreach to target media with information on Paradise Coast's angles and resources, segmenting potential audience topics. • Regular releases on programs, events and developments. Wherever possible, releases will be accompanied by pertinent photography. • Proactive news bureau, including up-to-date media listings. • 24/7 online outreach. • Managing a visiting journalist program that understands seeing is believing, but addresses the restraints many publications have placed on press trips. • Use of event opportunities to springboard a revitalized awareness of Paradise Coast and its many distinctive offerings. 2. Press Kit Review/Development The agency will continually update Paradise Coast's current press kit, make revisions based on branding strategy and include new programs and activities. Key elements include: • Overview fact sheet covering geography, topography, climate, air services and other basic information • History, annotated by a bulleted timeline • Overview of cultural institutions • Events • Major attractions • Breadth of accommodation and dining options • Paradise Coast's sporting life • Golfers' guide fact sheet • Watersports fact sheet 3. Paradise Coast News Bureau The bureau is staffed and equipped to respond 24-hours-a-day to media inquiries, refer coverage opportunities to the appropriate parties, give advice on trends and developments and provide current information. Agency will liaise with the client to maximize resources. Actions include: • Maintain a fact file, electronic image and video library. • Handle media inquiries, referring to client as necessary. • Provide current information on all aspects of Paradise Coast's tourism services and outreach. • Research editorial calendars to facilitate placements. • Review potential media visits. • Alert the media to news, developments and opportunities. 62 Packet Page -1458- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES ''+.$4.0121,--. 15 Destination Marketing Plan FLORIDA'S PARADISE COAST • Maintain a computerized, updated listing of journalists who have interest in Paradise Coast; continue regular contact to maximize enthusiasm, providing information as necessary. • Develop and present high-impact story ideas. • Provide the client with clips of all media coverage. 4. Press Release Program LH&A will produce a steady flow of releases on Paradise Coast news to achieve targeted media coverage and help pave the way for in-depth features. Also press releases will be researched, written and distributed to segmented special-interest media. These would tie into specific events, packages, activities, breaking news and other facets of Paradise Coast's tourism industry. As part of its overall marketing strategy, the agency focuses on concise, one-to two-page releases issued to highly targeted segments of LH&A's extensive media database. Experience has shown that these specialized releases are most effective in generating coverage. Program calls for 18 releases. Release themes include: January 2015 Calendar of Events New Year/New You —getting fit for '15 in the Paradise Coast February Valentine's Day/Romance March Spring Events Stress Awareness Month (April)— Spa Offerings April Pet Friendly in Paradise for National Pet Month (May) Worry-Free Honeymoons May Celebrating Families of All Generations on the Paradise Coast June Summer Events National Culinary Month (July) — hot new restaurants on the Paradise Coast July Giving Back and Getting Back in Paradise —Voluntourism and Learning Vacation Opportunities August Back to School Romance for Adults September Fall Events Fresh from the Sea — National Seafood Month in Paradise Coast (October) October 63 Packet Page -1459- NAPLES ' MARCO ISLAND 16.F.3. EVERGLADES $415 Destination marketing plan FLORDA'S PARADISE COAST , Celebrate the Arts Month (November) November Holiday Celebrations Golf in Paradise (including Franklin Templeton Shootout) December Winter Packages/What's New 5. Computerized Editorial Calendars Most major publications schedule destination, feature and roundup stories far in advance and follow an editorial calendar. LH&A obtains these calendars and compiles a master, computerized editorial calendar which reflects client strengths. Each month the agency will produce a list of upcoming placement opportunities and deadlines ensuring that Paradise Coast is properly presented for all opportunities, including Travel, Art/Culture/History, Golf, Cuisine, Family, Destination Weddings, Beach, Boating, Soft Adventure, Meetings, etc. 6. CVB Google Content/Focus Calendar The CVB's digital coordinator will maintain and continually update a master Google Calendar with entries for content/topic/theme/initiative focuses and methods/platforms for implementation. Tourism partners and strategic vendor partners will be granted access to foster a growing brand identity through content commonalities. 7. Broadcast Media Exposure In addition to working on a daily basis with the print and electronic media, LH&A implements a proactive campaign directed to the broadcast media. While budget has not allowed us to secure opportunities with destination shoots with shows such as "The Bachelor," "Top Chef" and "Today", we are continuing to pitch shows that could potentially have a lower cost such as "The Getaway" on the Esquire Network, "Ocean Mysteries with Jeff Corwin" as well as shows on HGTV and the Food Network. As the network morning shows continue to utilize representatives from top travel media outlets such as Conde Nast Traveler and Travel+ Leisure as experts for in-studio trend interviews, LH&A will work closely with the outlets' publicists and editors to provide regular, up-to-the-minute information. We will also explore those "pay-for-play" opportunities that could fit within the destination's budget, such as "The Daily Buzz" and "New York Live". 8. Paradise Coast Media Day A Paradise Coast media day in New York City provides an excellent opportunity to deliver targeted messages to top-tier media. We suggest hosting a media lunch and maximizing time in the morning and afternoon for media desk-sides. This event would be an excellent opportunity to include CVB partners who could help defray costs by co-opting with the CVB on budget and benefit from the media networking opportunities. We will complete the following: 64 Packet Page -1460- f 4�' NAPLES • MARCO ISLAND ,4,-4t-4-' • 10/14/2014 16.F.3. EVERGLADES 15 Destination Marketing Plan hS} ze FLORIDA'S PARADISE COAST , • Secure venue • Plan menus, theme, decor, display materials, etc. • Create and e-mail invitations. • Customize invitation lists of all appropriate media contacts. • Handle RSVPs; call contacts to ensure maximum attendance. • Prepare suggested agendas. • Assist with speakers' notes as appropriate. • Make introductions of key journalists to client representatives. • Attend and supervise all facets of day. • Assemble press kits and distribute with memento to all attendees on departure. • Provide press kits to journalists unable to attend. • Compile reach reports based on attendance. • Follow up to encourage coverage after events. 9. Media Interviews/Desk-sides Lou Hammond & Associates will organize media interviews/desk-sides as Paradise Coast executives travel to key markets and as schedules permit. Agency will research media interest, schedule interview, brief interviewee on interviewer's interests and follow up to ensure publication or airing. 10. Visiting Journalists Program (VJP) Seeing is believing — personal experience by the media is the best way to garner significant feature coverage for Paradise Coast. The CVB will work with partners to host qualified media in the destination with activities to include: • Determine themes and timing, i.e. family, golf, culinary, adventure, honeymoon/wedding. • Review requirements/requests and anticipated results • Assist client with itinerary arrangements, including liaison with hotel partners and travel constituents as necessary. • Forward press materials. • Monitor and report results. Each individual press trip request is submitted with the agency's press request form, outlining the journalist's affiliation, audience reach and special interests, and includes agency recommendation and remarks. LH&A's Visiting Journalists Program database ensures all visits are property monitored, allowing agency personnel to review productivity and past conduct of each journalist involved in a trip. 11. Travel Guidebooks To maximize positive coverage in the guidebooks that most influence travel decisions, the agency will outreach to ensure editors/writers have updates related to the destination and its offerings. 12. Trade Show Support Working with the CVB, LH&A will ensure that the destination receives maximum exposure at all key trade shows. Activities will include: 65 Packet Page-1461- NAPLES MARCO ISLAND r �� - - 10/14/2014 16.F.3. EVERGLADES . 4-15 Destination`Marketing Plan FLORIDA'S PARADISE COAST • Writing and placing exclusive releases for conference media. • Arranging introductions to attending media • Providing follow-up. 13. Partner Outreach A destination is more than simply the acres that define a region. To be successful as a destination requires the thoughtful coming together of hoteliers, airlines, destination leaders, attractions, festival planners, and travel industry partners who have a stake in attracting visitors. Interests may diverge, but it is crucial that those invested in the success of tourism be involved and confident of the marketing strategy. Following are services that encourage buy-in from stakeholders. Hot Tips — Media Leads The CVB provides a valuable service for partners by providing ongoing "Hot Tip" media leads for placement opportunities. We will continue to provide them with detailed information on the outlet, the opportunity, deadline and directions on how to respond (directly to the agency or to the media outlet itself). We will then provide the information received from our partners to the media outlet, and follow up to ensure placement. Value Blasts/Twitter Paradise Coast's constituents are included in this weekly communiqué that has received media acclaim for its timeliness and content. Value has become the "hot" news for all media outlets. Wanting to take advantage of this need, LH&A created the concept of Value Blasts where clients' value offerings are highlighted. Additionally, we will include partners in our Twitter @LouHammondPR tweets which reach thousands of followers — mostly media. PR University: Hot Techniques LH&A will provide quarterly "Hot Techniques" documents that Paradise Coast can share with its constituents. These documents will provide important information on the most effective public relations tools and methods available today. Past topics have included blogs, press release optimization, green travel, Facebook fans and social media crisis management. Resource Guides for Local Tourism Partners The agency will distribute the following resource guides to the Paradise Coast team and its constituents on an annual basis: • 2015 Travel Industry Meeting Booklets This book will contain a listing of some 139 important worldwide travel industry meetings with dates, locations, topics and contact source information. • 2015 Calendar of Holidays This year-long calendar outlines major North American holidays with corresponding deadlines for editorial coverage of related news. • 2015 Hotel/Tourism Award Listings This book is a compilation of 64 significant opportunities for hotel/tourism awards and 66 Packet Page -1462- NAPLES MARCO ISLAND - 10/14/2014 16.F.3. EVERGLADES 5 Destination Marketing Plan FLORIDA'S PARADISE COAST 22 surveys; information provided includes criteria, deadlines and contact names for entries. Media Assist—Visiting Paradise Coast Travel Executives Working at the direction of the client, agency will assist in coordinating programs for representatives visiting New York. This will include media meetings, industry introductions and organization of media activities. New York City Consultations As appropriate and as Paradise Coast cooperators visit New York, the agency will invite these tourism partners for personal consultations in our offices. As programs and packages develop, we also will arrange for personal media interviews in our midtown offices, which are familiar and convenient to the top national and regional press. 14. Agency Trend Releases LH&A has instituted a highly successful agency-wide release program. Ongoing, a release is developed featuring a timely, compelling topic, incorporating news and packages from across our client roster. Media appreciate this information as they feature a cross-section of travel-oriented clients specifically tailored to a particularly theme. These releases have garnered outstanding results and LH&A will incorporate Paradise Coast into as many appropriately themed agency-wide releases as possible. Examples include: • Spring Into Action This Season With Abundant Activities, Festivals and Events Nationwide • Fall Fitness Travel: Energizing Escapes From Across the Globe • Sweeten Valentine's Day With a Weekend Getaway 15. Paradise Connection Media eNews LHA will take the lead role in formatting and supplying content for re-start of monthly eNews to media with story ideas, upcoming events, what's new and links to partner press releases. 16. Paradise Connection Partner eNews LHA will assist as needed in re-start of monthly tourism industry eNews to Collier area tourism partners primarily driven by in-house team. Content will include awards & recognitions, CVB events, upcoming conference and trade show opportunities, etc. 17. National Travel & Tourism Day; National Travel Effect and Trends Story Opportunities The in-house team will lead the focus on publicity of the nomination process for annual tourism awards; local participation (to be determined) in National Travel Rally Day; and examples of locally- focused stories that tie in with U.S. Travel's Travel Effect campaign. 6? Packet Page 4463- NAPLES • MARCO ISLAND -ter. 10/14/2014 16.F.3. EVERGLADES ��- 1:P-me14-15 Destination Marketing Plan FLORIDA'S PARADISE COAST Groups & incentive Market Overview The group, meeting and incentive market can be a difference-maker for Paradise Coast despite the lack of a centralized conference center. Paradise Coast has the attributes planners' desire: • State-of-the-art technology • Quality accommodations • Strong infrastructure • Proximity LH&A will emphasize these attributes through an aggressive integrated marketing campaign. The agency has already cultivated excellent relationships with the key media covering this market on Paradise Coast's behalf. The agency will undertake the following: • Maintain a customized mini-press kit specifically for the meetings market. Elements include: o Meetings fact sheet. o Case studies of challenging meetings turned into successes through the CVB's efforts. o Overview of on-destination facilities. o Testimonials with media contact information from happy planners who would welcome sharing their enthusiasm for the destination. • Issue specialized releases and pitches to the trade press focusing on topics such as incentives, product improvements, industry awards and group venues. • Coordinate one-on-one interviews between trade editors and designated client spokespersons. • Seek placements off the trade pages, targeting media that reaches corporate executives and key infiuencers (i.e., Wall Street Journal, Forbes, Fortune, etc.). • As the association market is traditionally price-driven, we will extend our media coverage into association-specific publications to publicize the attraction and value of planning a meeting during Paradise Coast's shoulder season • We recommend inviting a meeting publication to assign a writer to attend a meeting planner fam held in Paradise Coast and report on the services and facilities the destination provides, as well as reactions from participants. • LH&A will coordinate deskside meetings geared toward the meeting and incentive trade market. • Assist in the creation of advertorials to support integrated marketing efforts. 68 Packet Page -1464- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES ,„,� 5 Destination Marketing Plan FLORIDA'S PARADISE COAST DIGITAL & SOCIAL MEDIA Digital Marketing Situation Overview • Connecting traditional media to digital communications, the brand experience is multi- faceted and never has to end • Digital communications allow marketers to create relationships with active consumers • Digital communication should flow both ways, to and from the consumer • Everything digital should be measureable Competitive situation • Our destination's competitive set are destinations with larger budgets • Our goal is to outsmart not outspend. Target Markets: Geographic • Northeast (primarily New York metro) • Midwest (Chicago metro) • Canada (Toronto) • Florida (Miami, Palm Beach, Orlando and Tampa/St. Pete) • International (Brazil, UK, Germany, Scandinavia, and France ) Interest Market Segments • Cultural Explorers/Heritage • Honeymooners, Weddings, Romance • Escapers, Girls'/Guys' Getaways • Golfers/Sports/Health & Fitness • Food and Wine Lovers • Spa-Goers • Families • Watersports Enthusiasts • Ecotourists, Adventurers, Anglers • Affinity Groups • SW FL news media to boost regional coverage Trade Markets Our digital and social media efforts will be targeted to the following trade markets: • Meeting Planners • Travel Agents • Tour Operators 69 Packet Page -1465- NAPLES - MARCO ISLAND 1 ! 10/14/2014 16.F.3. EVERGLADES ��-- - - Destination Marketing Plan FLORIDA'S PARADISE COAST Digital Marketing Trends • Instagram (15 second video) • Content Marketing (blogs, video, Native Content) • Facebook Retargeting • Geo location or location-based marketing • Context-Aware Adverting (Weather/Time/Location) • TV & online video become one • Usage of mobile platforms continues to trend upwards • Mobile Advertising Digital Media Objectives • Increase brand awareness • Increase destination visitation • Increase consumer conversions from social platforms, landing pages and digital advertising to paradisecoast.com where visitors can view and book hotel reservations • Increase social media engagement across all current platforms • Increase focus on additional social networks such as Instagram and Pinterest to capitalize on current social trends • Continue to increase email marketing open rates and conversions and grow opt-in rates • Capitalize on new responsive sites by using mobile geo-location advertising Digital Advertising Initiatives • Drive traffic to specific landing pages that are optimized for click, email signup, sharing and booking. • Create branded video content for use in rich-media advertising, social platforms and campaign landing pages • Retargeting programs to bring visitors back ParadisCoast.com • Enhanced Facebook advertising and Twitter's "Sponsored Tweets" • Geo-fencing technology • Native Advertising opportunities with advertorial and video content. (Orlando Sentinel, Bon Appetit, Southern Living and Visit Florida) `ebsiteS & Landing ~ages Situation Analysis: ParadiseCoast.com: • ParadiseCoast.com is the main call to action for our destination advertising, promotion and digital marketing efforts. • The Responsive Design functionality of our website has exponentially increased our mobile platform usage. • The Home page and Events pages are the top requested pages • German site visitation more than tripled, jumping from 460 to 1,604 visits in July 70 Packet Page -1466- 10/14/2014 16.F.3. NAPLES • MARCO ISLAND �� :�`�� EVERGLADES Destination Marketing Plan FLORIDA'S PARADISE COAST • We continually update our listings, deals, and events • Content refreshing is a continual effort • The Emergency Situation Module has been redesigned and is ready for use Objectives/Strategies • Update remaining promotional landing pages to responsive framework to capitalize on growing mobile visitation • Encourage CVB partners to create or update web listings, post new content, upload photos and video • Develop branded content for blogs for social sharing on social platforms • Continue to analyze using Google Analytics and heat mapping measuring tools to optimize user experience on all websites • Increase website traffic by 5% by Fiscal year end • Construct Brazilian Paradise Coast Website • Re-launch German Responsive Website "Redesign" in by Oct. 15, 2014 Social Media Situation Analysis: Twitter: All Twitter accounts are active and engaging followers. • @ParadiseCoast: • 3,712 followers • 8,900,000 impressions • @ParadiseDeals • 746 Followers • 714,000 impressions • @Paradise Meetings: • 897 Followers • 594,900 impressions • @Paradise Athletes: • 437 Followers • 347,200 impressions • @FilmingParadise: • 822 followers • 563,600 impressions • Overall Stats • 11,000,000 impressions • 3,400 interactions • 2,462 new followers during this time period • 7,000 link clicked • The Twitter Profile artwork has been refreshed Packet Page -1467- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES 4-15 Destination Marketing Plan FLORIDA'S PARADISE COAST At;;*-- • All Twitter profile icons have been updated Facebook: • TheParadiseCoast Facebook page has 13,630 Page Likes • Facebook referral traffic to ParadisePricedLess.com increased 33.3% and referral traffic to ParadiseCoast.com increased 67.5% over the previous year. • Likes and engagement on our Facebook page are trending upwards • Facebook users are ageing. 45% of Internet users aged 65+ are actively using Facebook. (Pew Research Center) Instagram: • Our Instagram site was recently launched. To date we have 131 Followers • Facebook and Instagram users are the most engaged. Around 60% of their users sign in every day (compared to 46% of Twitter users) (Pew Research Center) Pinterest: • Our Pinterest site has gained 96 Followers • Pinterest (21%) is now more popular than Twitter (18%) among Internet users. (Pew Research Center) • The site needs to grow in pinning activity. Linkedln: • New Linkedln site was launched in summer of 2014. • Linkedln users are professionals looking to network and find better employment. • Pinterest and Linkedln users are wealthier than the other networks with a high percentage earning over$75000 PA. (Pew Research Center) • The Linkedln audience fits well with our target market demographics Objectives/Strategies: Twitter: • Merge Paradise Coast/Deals Profiles into one account. (by November 15) • Increase followers by 20% (by Sept 2015) Facebook: • Increase followers by 10% every quarter • Conduct a minimum of one (1) contest per quarter • Construct & Maintain a Portuguese Facebook Page by November Instagram: • Increase followers by 10% every quarter 72 Packet Page -1468- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES . 2 N 4 Destination Marketing Plan FLORIDA'S PARADISE COAST Google+: • Continue with minimal posting and engagement until it becomes clearer on what exactly Google will do with this platform. LinkedIn: • Attract a minimum of 500 followers. (by December 31, 2014) Pinterest: • Increase followers by 10% each quarter. Overall: • Continue to increase engagement in all social media channels • Participate in relevant Twitter Chats • Create more awareness of the #ParadiseCoast hashtag. Encourage partners to utilize #Paradisecoast on all platforms • Connect with partners to increase social media outreach and shared content • Broadcast deals and campaign messaging via social media channels • Social media will support all current advertising campaigns • Utilize new campaign photography and video content in all social media channels • Explore Facebook contest to engage fans and convert them to the website and email signups by enticing them with a destination-related prize • Further emphasis will be given to: • Pinterest • Instagram - photos/video content • Google + ( SEO and improved search visibility) • Compile monthly reports with detailed social media measurements and analysis • Interact with travel bloggers and travel authorities to entice them to visit the destination, and create and promote favorable content on the destination. 73 Packet Page -1469- NAPLES, . MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES . _, 15 Destination Marketing Plan FLORIDA'S PARADISE COAST SPORTS MARKETING PLAN Situation Analysis • Trends and Outlook - Youth events remain strong among traditional sports basketball, baseball and basketball. • Current sports with high growth potential include lacrosse, rugby, soccer, basketball, and pickle ball. • Developing interest in fitness tourism, specifically cross-fit and adventure races are seeing a very high number of participants. • SWOT ANALYSIS o Strengths: Attractive destination, adequate funding, majority of year very nice weather, excellent competition fields and experienced staff at North Collier Regional Park, direct flights from many major feeder cities to and from RSW; new destination in sports market, so no negatives to overcome. o Weaknesses: Lack of indoor facilities, not a very strong tradition of community cooperation, lack of tournament quality baseball and softball fields; rain and lightning storms most afternoons in summer months. o Opportunities: Add new facilities, work with other agencies for access to facilities, Partner with entities like Florida Sports Park, Collier County Schools to assist with promotion of efforts. Collier County should place an emphasis on expanded facilities in order to continue to be relevant in the sports tourism industry. Additionally, we need to continue to educate members of the community and partners in the county how sports tourism is a positive for the area. o Threats: Many more DMO's adding sports departments or organizations and many new sports facilities throughout country including mega complexes offering new options for tournaments in all regions of country. In Florida the number of sports tourism offices has grown from 9 to 24 on just 5 years. P, Competitive Analysis The following are the cities and regions that we compete with for new events and retaining our current events. o Lee County o Sarasota/Manatee Counties o St. Pete/Clearwater o Orlando o Palm Beach o Tallahassee o Others? 7. Packet Page -1470- NAPLES • MARCO ISLAND _ 1 0/1 4/201 4 16.F.3. EVERGLADES � �. f 4-15 Destination Marketing Plan FLORIDA'S PARADISE COAST Target Markets • Geographic: Southeast remains biggest audience with draw from Tampa to Miami, National events that are not a drive market in certain sports i.e. Lacrosse, Football ; International training opportunity are possible specifically with the 2016 Rio Games. • Demographic: Youth sports travel is at an all-time high and remains our best opportunity. Naples is beautiful and families enjoy returning to the area. Upper Middle Class families will travel for sporting events / camps and continue to be our target market. Secondly, fitness travel and training is on the rise and generally is driven by wealthier travelers. • Market Segments: We will seek to strengthen our success in soccer and lacrosse. A new priority will be focused on attracting sports centric meetings. Objectives • Attract 5 additional events • Attract 2 new sports related meetings to our area • Develop ideas, locations and funding sources for additional sports venues • Personal Goals: Establish new relationships for added venue access as we build more partnerships. Strategies • Identify sports publications that target specific sports that we need to bring to our area • Attend trade shows to organize face to face meetings with event organizers and rights holders for tournaments • Organize fam trips to our area for potential new event rights holders or owners • Develop strong relationships with Athletic Directors of area High Schools to encourage them to let us use their stadiums, gyms and tracks for events. • Key messages in creative: A high class experience with a ease of use / low cost facilities that have a high level of service • Use the sports grant program to assist organizers with events. MMeasu ling Success • The number of added events, number of total visitors, economic impact and hotel rooms added as a result of the events we bring in or retain in our area 75 Packet Page -1471- NAPLES MARCO ISLAND s ¢ fi 10/14/2014 16.F.3. EVERGLADES 1 -I 5 Destination Marketin Marketing Plan FLORIDA'S PARADISE COAST FILM COMMISSION MARKETING PLAN Situation Analysis • Offering production incentives is now a crucial element in attracting production to the state- particularly feature films • Loss of incentives is causing Florida's industry standing to diminish • Added involvement in legislation as it relates to FL Entertainment Incentives is now a part of the job description • With some Florida locations offering local cash rebates competition for production has intensified • Trending away from print catalogs and fashion shoots is continuing • Bahamas/Puerto Rico are in contention for on-location projects but being on the main land is still preferred by most productions • Job creation and tourism promotion needs to be highlighted as benefits of a proactive film office • Area's image as a sophisticated yet pristine location is biggest asset • Western Everglades (Big Cypress, Fakahatchee) great plus in its ability to attract reality and nature programming • Diversity of locations and general ease of permitting process continues to impress producers Target get Markets • To keep top of mind industry awareness a continued presence in both New York and California remains important • Tradeshows are moving away from the value of a floor booth presence to producing an exclusive event tied-in to the actual industry event for one-on-one interaction with clients • Pitching ideas to the client based on cultural knowledge of our area is becoming especially important to the prevalence of reality shows • European/U.K. television is very interested in creating content in the U.S. and creating partnerships • Spanish-language TV is a huge market for the Greater Miami area and expansion of it needs to be explored for the rest of FL to tap in to that opportunity • SXSW continues to be the top interactive event in the country and an important opportunity to have access to innovative entertainment creators • Stronger political and legislative action to fund the state's film incentives program and support a strong Florida film office by end of Legislative Session in May. • Expand online location library— 20 new locations and refreshing existing locations • Continue effective presence on social media updating both Facebook and Twitter accounts with posts and images at least weekly. • Fulfill all leads with a prompt response with an emphasis on Reel-Scout®to increase total project by 15% in the fiscal year • Provide superior customer service to develop a consistent flow of repeat customers by over 10% of last fiscal year 76 Packet Page -1472- • NAPLES MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES e3e5f — Destination Marketing Plan FLORIDA'S PARADISE COAST x . • Maintain a visible presence in the industry through marketing efforts, participation in industry trade shows and events with a special emphasis toward independent filmmakers and advertising and participate in at least one new event in a new market area • Extend participation in local speaking engagements and media opportunities to at least one per month to educate business leaders and general public to the role of the film office/CVB Strategies • Solicit, generate and market production to the county • Provide proactive client support services for all film, TV, print, and new media projects • Continue to run professional scouting trips for all projects considering Collier-based locations • Manage a high-speed response time for leads/inquiries and appropriate permitting • Integrate social media outlets and client engagement • Maintain relationships with the local businesses to increase knowledge of geographical area and better promote production companies based in Collier County • Create a "Studio 239" section to the website listing local production resources • Work with producers to match them with local crew and production services that can best assist them • Maintain strong relationship with the Florida State Office of Film and Entertainment/Florida Department of Economic Opportunity • Continue strategic partnerships with other Florida commissions to strengthen political and marketing abilities (formation of the Florida Gulfcoast Film Commissioners Coalition is an example of this approach) • Advocate on legislative issues along with Film Florida for increased business to the state • Support local crew and production resources to stay competitive • Maintain an integrated position with all city/county/state entities and presiding authorities • Local community outreach to increase awareness the about the Film Commission's services, activities and economic benefit 77 Packet Page -1473- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES 1 Destination r et n n FLORIDA'S PARADISE COAST INTERNATIONAL AL MARKETING PLANS UK/Ireland Situation Analysis Market Overview 2013/14 • The UK is the largest overseas market in terms of visitation numbers, and the #1 spending international source market for the United States of America. Fluctuating and extreme weather conditions in the UK & Ireland Influenced the seasonality of booking patterns throughout the year. The market's resilience and ability to overcome the impact of negative external factors has played a key factor in maintaining growth in leisure travel bookings to the United States. The second half of 2013 brought more encouraging news about the improving economic situation in the UK and the Deloitte Consumer Tracker showed consumer confidence on disposable income hitting a two-year high in the third quarter of 2013, leading to many in the industry to believe that now could be the right time for to start to capitalise on this increasing optimism. The UK economy is the fastest growing in the developed world and the coalition government is now actively looking at having to slow the growth rate down as house prices are rising in excess of 10%, car sales are at the highest they have been in seven years, and the budget deficit is likely to be cut by in excess of$20 billion more than anticipated. The good economic news is now filtering to the travel industry with bookings for 2014 up by as much as 20% for some U.S. destinations and overall running at a rise of 8-10% year- on- year. Air capacity to the USA has increased in 2014 with British Airways launching new routes and planes, as well as new airlines, such as Norwegian Air, increasing capacity to Florida and U.S. destinations. The USA continues to surpass all other long-haul destinations from Britain —only Spain and France attracted more UK visitors in 2012. UK travel trends • A resurgence in long haul trips • Customers remain sensitive to price and value-add propositions • All inclusive packages continue to rise, including cruise • Third agers (50+) travelling and spending more than the general population • Increase in direct bookings (i.e. direct to operators, online) • Green shoots of recovery developing further into 2014 78 Packet Page -1474- NAPLES • MARCO ISLAND ...:; '-..;11.;;;L:'.'-'47:1::'---,- - - - 1 01 14/2014 16.F.3. -- EVERGLADES Destination Marketing Plan ,_.,---_,_____,.., _;,,,,,,,,c ---.,,,v7:1,, ,y__:•- • FLORIDA'S PARADISE COAST TOP 10 OUTBOUNDIRAVEL MARKETS,2012 ste: ,44070'7 ,*-iiiiiiiid*ght, 111.raitile.sr , . ISY) 1-:1,'"1.':',(Sr.: -:' --tOtildioni' '--.4,Portir!s Germany(GDP ranking 4) i 73.5million i 54tr 541.514 , 92% 1.03m I US(1) 60.7m $15.71r 549.965 19% 9.86m 1 1 UK(6) , 56.5m 52.41r $38,514 ' 89% 1.04rn 1-- =France(5) 31.7m*" $2.6tr $39,514 , 48% 655.000 I ..._.. — _ China(2) 30m 58 4tr 59.060 2.2% 2.78m i 1 _.. . 1. -1 i Canada(11) 27.3rn" $1.81r 552.219 79% 1.28m 1 ;._ . Netherlands(17) 23.5m** SO 771r 546.054 140% 260,000 t I 11*(9) 22.4m— 521r 533,049 ' 36% 305,000 —I Russia(8) 21.7V* 521 522,720 15% 637,000 Japan(3) . 18.6m 56tr 536.290 14.6% 1 875.000 I .*A!!Inas "2011 f guri: lori-10 by GDP exc tiroe-Bropi(7)7 Srr aurbouna Inc*2.011(3.8%ratio)and incto(10)15n:o.abo-Jori laps 2Q 2 , .r,1 7 . Sa.irms 1Nr•Id Bonk.1.1W/10.1PK 1rdernationo:CIA Joaon la:arsrrAtorkettno Co,UK Oita.to N000na`51alts1= .1 , , ' -.1.11(-1::113111013ND ' ' . 3 , ......,: _ HOLIDAYTIIIPS .. . - . , .... r: .. , - ... .• ,,,, , in 12 iTuxvilis to ..: ...:4-.. . . ikugust.2013 - i - - ivnir.r for'Notional Stattritir ilk ' , — , . , 1111,, . . UK OUTBOUND HOLIDAYS: 15 MONThS TO AUGUST 2013 change is , year-on-year i ncrease in 1 ,:.., , - - , , r,,. lit ;I , t bound . , ., ,, ,,, „. 4,,,,. ..- . ., ..: ,. r---- .. ou li, . ..- - ' ' - holidays 4, .. , .... ... . ,.. ..,„,, ,,,„ ,.,„ ...,... „.., ,,,, i;- .„,_ ': „:-. - ,.. t- - January-August . . . 7,- Nt...-- L.4, ,w , ', Pas; I,-- AI AL1,7 r..12 ..... V, 4.....,, fol-Aac f Off for National statistics:, 79 Packet Page -1475- NAPLES MARCO ISLAND ', 10/14/2014 16.F.3. = EVERGLADES -�- - 5 Destination Marketing Plan FLORIDA'S PARADISE COAST UK & Ireland—current market outlook Economy Despite this fundamental shift in the UK politics the government has been able to claim its economic leadership is working and growth is now at a level of 3.6% and unemployment is at just over 6.5%, which coupled with a booming housing market has led to the highest levels of confidence in the UK since 2007. There is now a universal consent that the UK will lead the developed world with an interest rate rise before any other country to dampen the mini economic boom. The travel industry continues to slowly turn itself around with airlines confirming more investment in new routes and expanding capacity levels to pre 2008. The early summer months have seen the UK economy surge yet faster than any other developed country with unemployment falling at its fastest rate since records began and house prices rising over 20% during the past year; in many areas of London and the South East the increases have been as high as 45%. The Bank of England has confirmed that interest rates will have to rise very soon to dampen this persistent housing price boom. The consequence of this economic boom and the imminent rise in interest rates has made the GB pound strengthen to its highest levels against the U.S. dollar for the past 6 years, which is now a major factor for tourism to the USA as it represents real value for money against all the other competing tourist destinations in market. With more air capacity coming into the U.S. market, we are expecting the USA as a holiday destination to benefit more than was originally predicted in the growth of visitations from the UK. The flip side of all this good news is that, due to the strengthening of the pound and with modest inflation, it is now over 25% more expensive to purchase media and conduct business in the UK. This means that, in order to stay at the same level as last year in terms of share of voice, costs will be 25% more. The continued growth of the UK economy and the re-emergence of active marketing and advertising for many key long haul destinations further reinforce the sentiment that the UK consumer is travelling and the competition for attracting British tourists is as fierce as ever. Trade performance and economic influence Operators report that the maturity of the UK and Ireland markets continue to redefine historic consumer buying patterns and choice of product, favouring growth in luxury, long haul and transatlantic travel. Activity, experience-led, cultural and multicentre holidays are outstripping demand of traditional beach packages and will have an important impact for travel to the United States. In 2013 & 2014, Brand USA UK & Ireland has continued to develop its trade partnerships by motivating major travel trade partners to create expanded programs and market aggressively in tandem with Brand USA's strategies and activities. As partnership mechanics continued to evolve, we are able to benefit from this delivered and implemented comprehensive program of messaging underlining the travel industry's role in the Brand USA journey through collaboration, investment and shared marketing. Brand USA are assist us reaching new & expanded tour operator/airline & promotional offerings. Claims of sustained growth in transatlantic and mainstream travel made by UK and Ireland's trade operators were formally corroborated by travel industry leaders who are optimistic the market will grow this year—69% of those who attended a recent trade forum said they expected UK and Ireland residents to travel more this year than in 2013. 80 Packet Page -1476- NAPLES • MARCO ISLAND �� ' 10/14/2014 16.F.3. EVERGLADES 14-15 Destination Marketing Plan FLORIDA'S PARADISE COAST Only 1% of those who attended the ninth Barclays Travel Forum in London said they thought people would travel less. This year's FIFA World Cup in Brazil has had little impact on bookings for mid-June to mid-July, according to those who took part in the survey. 39% confirmed that the month-long tournament had made little difference to bookings while 20% said business was down marginally around 2-3%. In leisure travel terms, over a third of the audience said Europe would grow the most, while 13% reasoned that North America looked to benefit considerably. The days of the 'staycation' may be over as almost half felt there would be a minor increase in domestic travel, however, 29% thought there would be a major decrease. Political unrest was the single economic factor most likely to dampen demand for travel, according to 49% of the audience, while 15% thought low discretionary spend was of greater concern. Changes in the much maligned air passenger duty from next April, when all long-haul destinations will be taxed at the same rate, will have little or no impact, according to 41%. Overall the market's ability to overcome the impact of negative external factors has played a key factor in managing growth in leisure travel bookings to the USA. Most popular destinations are those offering the opportunity to combine city with beach, sport, culinary, culture or heritage tours. UK and Ireland-based operators report demand for multicentre bookings doubling over the past two years, with a growing number keen to see more of what a country or region of the world has to offer— Florida's Paradise Coast assets are perfectly poised to capitalize on this fast-growing demand and lucrative demographic. Meanwhile, the Office for National Statistics figures published recently, confirm an increase in overseas holidays from the UK last year of 1.4 million—up 4% on 2012. Spending on holidays abroad rose at double this rate, +8%. Holiday numbers to Europe rose 7% while trips to North America increased for the first time since 2008. The travel industry continues to slowly turn itself around with airlines confirming more investment in new routes and expanding capacity levels to pre 2008. 8" Packet Page -1477- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. .. EVERGLADES 41 —1 5 Destination Marketing Plan FLORIDA'S PARADISE COAST SWOT Analysis: Strengths • The USA is seen as a steady destination for Weaknesses leisure trips • A sense of been there, done that means • Varied destination for both weekend breaks the USA doesn't appear as an aspirational and longer holidays destination • Diversity of appealing experiences and • A sense of over-familiarity and products complacency amongst Brits towards Florida • An attractive destination for target audiences &the USA compared to perceived more —family, couples, student travel exotic or fast developing destinations • Close cultural, historic &family ties ensure • Value is a key factor for UK/Irish travelers there is a pool of customers predisposed to in light of the current economic climate and the USA value-led countries or perceived value-led • Strong advocates for the USA in the UK are countries, such as SE Asia and Mexico, are positive influencers and help to create noise currently dominating this market about America • The USA is viewed as a long shelf life • The USA is a high yield destination for destination - lacks the urgency to travel distributors and they are keen to invest in its • Limited number of airline carriers ex-UK promotion means decreased capacity and choice for • Florida is perceived as a safe destination consumers Opportunities Threats • High volume of UK visitors represents bigger • Eurozone instability remains pool of advocates for the USA • The UK levies the highest rate of aviation • The youth segment (18-30) is not yet tapped tax in the world. UK's Air Passenger Duty into as a target audience for the USA and the introduction of the EU's Emission • OMMAC will focus on development and Trade Scheme makes air travel even less demonstrate the unique, distinctive and best competitive products Florida's Paradise Coast has to offer - Other more established & well-funded • Work with Industry Partners, Brand USA, Visit destinations/CVBs are vying for similar Florida and tour operator partners to achieve target audiences cost-efficiencies and high impact marketing • Lack of capacity / slots from the UK to activities service airline demand, especially London • Lack of coordinated agent knowledge provides Heathrow opportunities to increase sales through Brand • The continued rise of the all-inclusive USA Discovery Program family package threatens U.S. market • After years of austerity, some consumers are share as product is not readily available accepting the reality of the economic • Overly traditional operators are unwilling environment and travel / the annual holiday to develop and test new product remains a priority • Stronger USD against weak GBP could • Develop sports tourism and niche markets: golf contribute to making the USA a more & water activities; culinary; culture; adventure; expensive destination music & festivals, all of which have the capacity to grow 82 Packet Page -1478- NAPLES • MARCO ISLANDS 10/14/2014 16.F.3. EVERGLADES :�-�--- '-f { :44-' Destination Marketing Plan FLORIDA'S PARADISE COAST • Demographics o Luxury Market (High net worth individuals—empty nesters and young professionals) • Market Segments • Family Market -core Florida market and large potential • Weddings/ Honeymooners market(growth area & romantic) • Golf market(growth area & affluent) • Retired market/"Baby Boomers" (increasing numbers of 55—70 year-old time-rich/travel hungry) A: Travel Trade including Promotions &Advertising to reach consumers OBJECTIVES The core objective of the Naples, Marco Island & Everglades UK & Ireland office is to drive immediate business and new bookings to Florida's Paradise Coast to increase market share and to grow the number of visitor arrivals, as well as length of stay, to the region. The UK & Ireland office serves as an extension of the CVB team working towards the same goals, providing seamless integration and dedicated expertise in the UK, Irish and French markets. Currently we are achieving high success rates in the UK, Ireland, France & Scandinavian markets over the past years. Having grown the number of visitors to the region, as well as the length of stay, we will continue to work towards growing incremental business in line with our three year plans. Our strategic three year marketing plan is formulated to achieve the global objectives of the CVB and ensures that we implement an integrated campaign encompassing trade activity to increase awareness and the distribution of product. We have increased the PR activity, co-op marketing, promotions and social media to reach our target consumer audience. All activity we plan is on a co-op basis, working with our industry partners, tour operators & airlines in order to stretch the marketing dollars and reach all consumer distribution channels with a clear local call to action to encourage immediate & ease of booking. Our partners include: Industry Partners in Paradise Coast, Visit Florida, Brand USA & other regional Florida CVBs, tour operators, online/offline agents, airlines, car rental and other related companies. Reaching Target Markets Our research has indicated that the target market from the UK & Ireland is the repeat visitor to Florida & the USA. This will continue to be our focus. Our tour operator partners are still our largest and most important distribution of product- almost 80% of U.K. & Ireland visitors research destinations online but fully 90% book through tour operators. The U.K. traveler prefers the insurance provided by booking with a tour operator. Additionally research from Mintel indicates that the honeymooner and overseas weddings suggest a bright future. The number of weddings abroad has continued to grow even as weddings in the UK have fallen, with over 21% of all weddings now estimated to take place abroad. The value of the market has increased alongside 83 Packet Page -1479- NAPLES MARCO ISLAND 1 0/1 4/2014 16.F.3. EVERGLADES § _ - -1 Destination Marketing Plan FLORIDA'S PARADISE COAST volume—current estimates value the market in excess of£400 million GBP -average expenditure at £8,125 GBP, this figure represents approximately one-third the cost of the average UK wedding. We will reach our target markets by meeting the following objectives: • Establish Naples Marco Island & Everglades as a must-visit destination for the UK & Ireland market focusing on our core target market. • Identify & exploit all available sales & market share growth opportunities with selected wholesale tour operator partners both online and offline. • Identify& exploit all available sales & market share growth opportunities with retail travel agents & online travel agents (OTA)via our wholesale tour operator partners both online and offline. • Identify & exploit all available sales & market share growth opportunities with consumers via our wholesale tour operator partners using a totally integrated approach. • Undertake high level business development meetings to win approval for increased online and offline sales via a major marketing campaign with selected tour operators focused on driving business to our area. • Continue to gain higher profile of our area within the tour operator brochures & increase room nights to hotel & accommodations featured. • Undertake pro-active PR activity in order to maximise awareness of the destination e.g.: Ongoing communications & assistance with the media; attending media events, including Visit Florida, Visit USA & Brand USA events. • Build on the success of hosting trade events e.g.: IAGTO NAC and with the result of winning the North American Award —we will target& identify potential events to host in our destination in order to showcase our destination. • Proactively work in alliance with Visit Florida, Brad USA& regional CVBs to generate additional air service into RSW with the Air Service Support plan 84 Packet Page -1480- NAPLES MARCO ISLAND 1 0/1 4/2014 16.F.3. EVERGLADES r� x -15 Destination at-e�ting Plan FLORIDA'S PARADISE COAST Evaluating Effectiveness On a monthly, quarterly &annual basis we will track our past activity and share the results—this enable us to determine if we continue with the strategy or not. An example can be seen with the co-op campaigns for both Virgin Holidays & BA—the tracking results indicated the campaign generated additional room nights into our area. STRATEGIES: • Event Participation- We will actively participate in the following & seek new opportunities for growth e.g.; sports related activity: o Trade Shows o Fams o Co-hosting trade & media events with Visit Florida / Brand USA/Visit USA Associations / IAGTO & other related sports & culture opportunities o Co-op Adverting -seeking new opportunities o Co-op Marketing o Co-op Promotions—win trip &further extend with social media follow up o Market research o Communication & PR including: • Social media for&with media/trade & consumers Examples of the strategies are highlighted below: • Success of co-hosting travel trade via the Brand USA Megafam • Participation with the innovative USA Discovery Program travel agent training website. Our aim is to reach all aspects of the marketplace and heavily influence the decision-making process in terms of choosing a holiday—with Florida's Paradise Coast being top of mind. • Brand Awareness We aim to capitalize on existing consumer&trade brand equity built by OMMAC in recent years by maintaining & growing existing relations while implementing new & expanded activities via key strategies. Our initiative to reach consumers by way of promotions will allow us to match our target sectors in innovative and revenue generating ways. We have already devised a set of consumer promotions based on research that has identified UK consumer brands that match the brand values of the Paradise Coast—e.g. current Rolls Royce Members year book • Increase average length of stay & repeat visitation Through clearly defined and implemented strategies to date we will continue to achieve this with a number of tour operator partners and will proactively target further growth through expansion. • Grow CVB industry partners listed in tour operator brochures & on line programmes -We continually work on growing our partners to be listed with a number of tour operators & seek to match the correct customer base. We have &will continue to include many hotels not currently strong performers in market to be included in tour operator fam site itineraries—to introduce properties & encourage their inclusion. 85 Packet Page -1481- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES e 1 ;1 — Destination Marketing Plan } FLORIDA'S PARADISE COAST Target other US specialist/niche market operators currently not featuring Paradise Coast, with the aim to encourage inclusion of new properties within their programmes. E.g.: recent introduces Ocean Holidays. Work closely with the receptive operators & ensure the industry partners/properties have the correct contacts for follow up; a good example is during IPW when we are able to have face-to-face meetings with the product managers. • Product Development, Increase product awareness and distribution • Work with range of major events promoting product/brand awareness, increasing visitor numbers and length of stay • Comprehensive knowledge of suppliers and distribution networks we can then: `r Focus on high producing operators into the destination e.g.: Western & Oriental Target specialist operators with specific product e.g.: golfbreaks.com • Advise on all marketing and selling of the destination and County owned facilities Demonstrated lead generation and converted those leads into increased sales for example co-op activity with NATS as the call-to-action. • Product Familiarization Trips (FAMs) -As mentioned above, hosting FAM trips for product managers who are responsible for product decisions in tour operator programmes is key to developing their programmes. Product FAMs are a key area of partnership with airlines as we can work closely with them to support their goals and strategies as well as our own. Utilise trade events e.g. Florida Huddle/ IPW - provides an ideal time to host product managers where budget for ad hoc trips is limited as the key people are already in the USA. Support and facilitate all qualified leads for non-escorted tour operator& airline organised FAMs. These additional FAM opportunities are invaluable as they enable us to vastly extend the reach of our overall programme. • Trade resource development -Maintain up to date resources for the trade including powerful & inspiring imagery, video assets, itineraries and maps. Imagery can be used to create consistency of message and tone among tour operators' representation of a destination. Ideally, their delivery and presentation of a destination should be the same as ours. • Brochure Analysis - Produce an in-depth analysis brochure product in the UK and Irish markets. This provides a tool for measuring product successes and areas for improvement, as well as trends and competitor analysis • Brand USA Destination Advisory Forum -Participate with this new forum, advisory information share & position Paradise Coast as a leader in the Florida/USA market • Strong presence in the marketplace -Work with our key partners on co-op opportunities to drive sales and create more awareness of the destination in a competitive marketplace. a All our activity is co-shared, mostly on 50/50 funded with defined deliverables from the start based on mutual objectives & include a mix of direct consumer, trade and online activity. • Trade co-op advertising, within trade press publications, is another way for us to keep our partners' product front and centre in agents' minds. It provides an effective vehicle for communicating a 86 Packet Page -1482- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES 1'4-1 5 Destination Marketing Plan ;. FLORIDA'S PARADISE COAST message to the wider trade to promote key activity. All advertising undertaken within trade press publications is on a co-op basis & strategy-based, whether to support a wider brand campaign, promote a particular product message, inform the industry of an activity, or support a trade marketing co-op where the tour operator partner provide the call to action. • Trade Co-op marketing - Implement& execute a comprehensive trade co-op programme with key travel partners. Invite numerous trade partners to pitch various co-op marketing programmes and works closely with clients to evaluate these proposals and move forward with the campaigns that offer the greatest reach to our target demographics and the best ROI. All media suggested by tour operators is evaluated and approved by the CVB &the advertising team. • Trade Shows—Evaluate all trade show opportunities on a case by case basis according to budget and scope and keeps clients informed of any relevant opportunities—e.g.: as listed above • Sales Calls and Training • Face to face meetings in market, in a heavily relationship-led industry, are key to maintaining and developing business. ' Utilise our strong links with all the major UK & Irish tour operators to the Florida & USA to initiate productive sales calls, help to grow the product representation & provide comprehensive, informative and attention-grabbing staff training Ongoing update of database of travel agents and travel and tourism professionals from all sectors of the industry. • Online Training -The Brand USA Discovery Program: Incorporate Naples, Marco Island, Everglades -As Brand USA continues to drive consumer awareness through engaging consumer TV, Outdoor and digital advertising campaigns plus media partnerships with the Independent, Guardian, ESPN and more, their counter aim is to empower the trade with the knowledge and skills needed to convert the resulting increased consumer interest in the USA by selling it more effectively. Maintain & development of this pioneering online training tool for agents to ensure it exceeds this goal. • Communications -A key way to stay connected to this extensive network is to send a quarterly e- newsletter on key product news and events, as well as any update on strategy and new resources • Brochure Analysis - Undertake an extensive research to determine how Naples, Marco Island, Everglades is currently being represented across tour operator Florida/USA programmes. The brochure is still very much a key piece for most tour operators, being an important research and booking tool for the UK & Irish consumers. • Advertisinq. As part of our UK & Ireland initiative we have successfully extended the CVBs budget by coordinating a co-op campaign in market. This co-op marketing focus enables us to support our tour operator partners &further encourage increased bookings year-on-year. We work successfully with the CVB, industry partners and the CVB's advertising agency to implement an in country co-op campaign with tour operator partners as the call-to-action. 87 Packet Page -1483- NAPLES MARCO ISLAND 10/14/201416.F.3. EVERGLADES .- -- 401/14-1 5 Destination Marketing Plan FLORIDA'S PARADISE COAST o This call-to-action allows UK & Ireland consumer and trade to 'make the booking' as they can receive lead price points & availability and encourage a 'book by date'to dive immediate bookings. • Promotions o Target the appropriate partners to fit with the exact audience profile for generating increased business & visitation. o Create platform of far reaching consumer and trade promotions. o This activity is totally integrated into the total marketing mix across by adding value to adverting, PR, trade incentives etc. o Trade promotions are on-going from booking incentives with tour operator partners /OTAs to larger special interest promotions. o Leverage relationships with all key suppliers in market, tour operators/OTAs/airlines/agents & associations like Visit Florida & Brand USA. o Brand USA-co-op partnership branding of the Brand USA logo-calculated as in-kind contribution for the CVB. Brand USA will allocate contribution budget to the partner for future co-op activity for our destination. KEY MESSAGES Continue with our success to date of generating increased bookings and extending average length of stay into Collier County. The below factors will become central to all our activity forming the basis for our key messaging for the destination -we will include the highlights of the destination with the following: • unspoiled white sand beaches • nature preserves and private parks including the Everglades National Park and Big Cypress National Preserve • Natural scenic beauty • Incredible dining & culinary experience • Wide range of shopping • All water related activity including: sailing; fishing; new popular paddle boarding with a focus on rowing for the 2017 world champions in Sarasota • Golf—highlighting our award • Sports — including: Clay shooting—owned by a Brit • Family attractions • Arts & culture including gardens & homes IMPLEMENTATION SCHEDULE Strategy &timeframe is fully outlined below. The activity will focus on driving business into the region for visitation during the following dates: • August to October and December up to Xmas, first two weeks of January o Highlight September deals many extended through January exclusive of Thanksgiving and Christmas holidays. • Examples include trade show schedule, media schedule, social media calendar, PR calendar, Co-op marketing calendar, etc. • 88 Packet Page 4484- } s NAPLES ' MARCO ISLAND 10/14/2014 16.F.3.� mss EVERGLADES --':i4ZU-15 Destination Marketing Plan FLORIDA'S PARADISE COAST See below highlights of outline activity & calendar indicating timeframe: DATE EVENT/ACTIVITY LOCATION/Market Oct IGTM-Global Golf Trade Show Italy—for global reach Nov WTM London Dec VIP Fam Invitational with Virgin Atlantic Paradise Coast Jan Visit USA Meet the Media&Awards London March V Florida co-hosted Tour Operator, Media event France March Social Media Advertising and Competition UK/Ire/France April VIP Co-Hosted Media -Wedding/Honeymoon Market UK/Ireland May Visit Florida Tour Operator&Media Luncheon&Meeting UK/Ireland May/June IPW Orlando June IAGTO N.American Convention (NAC) USA July V. USA Independence Ball London July Sports activity UK Year USA Discovery Program with Brand USA UK/Ireland UK/Ireland/France/ Year Media calls&outreach meetings Scandinavia Year Promotions major brand UK/Ireland Year Memberships:Visit USA UK/Ireland/France UK/Ireland/France All Markets—Global Year Membership IAGTO reach Event Oct N D J F M A M J J A S Trade Shows & Events Training Events & Brand USA Discovery Program PR & Media 89 Packet Page -1485- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. _ EVERGLADES — -� :,;.'ii;',1,07:4t14-1 5 Destination Marketing Plan FLORIDA'S PARADISE COAST � � - ra, Events PR & Media : �, .. . Social Media Campaign Social Media Co-op Marketing Co-op Adv { Visit USA Memberships B: Public Relations OBJECTIVES • To generate exposure of Florida's Paradise Coast in the right target media—online, print and broadcast& social media • To increase awareness of and engagement with Florida's Paradise Coast region • To increase visitation and length of stay to Naples, Marco Island & Everglades. Campaign measurements: PR (To be measured on a monthly, quarterly and annual basis): • Coverage generated (reach) • Coverage generated (value) • Press/Biogger trips • Key message evaluation • Hitting key media targets Social Media (To be measured on a monthly, quarterly and annual basis): • FaceBook o Increase in number of page likes o Increase in number of comments o Increase in fan interaction o Increase in number of shares • Twitter o Increase in number of followers o Increase in number of retweets 90 Packet Page -1486- NAPLES MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES 4 FLORIDA'S PARADISE COAST s ' STRATEGIES Florida's Paradise Coast Key Messaging for PR and Social Media 2014/15 Florida's Paradise Coast key assets include, but are not limited to the list as above for.our overall activity (page 13). These factors will become central to all our activity forming the basis for our key messaging for the destination: Through media relations we can build brand reputation for Paradise Coast in all target media areas. Our written and verbal communication will capture the spirit of the destination and ensure that Florida's Paradise Coast holiday product is not only noticed and heard, but discussed, experienced, shared and ultimately visited. National press, trade publications, broadcast media, lifestyle, cultural and consumer, key regional newspapers and online and social will all be part of our media targeting ensuring we are communicating the right messages to the right target groups. Strategy Our PR activity would explore all media channels including: • An innovative new generation and press release programme, to ensure a steady stream of angles to the best media • An active media relations campaign, securing maximum coverage for Paradise Coast within round up features, travel news updates, photo stories • Media meetings, to build relationships with key media and educate them on the Paradise Coast offering • An active trade media campaign, to educate and inspire agents and tour operators • A visiting journalist programme, including individual visits and potentially a group trip • Arrange interviews when appropriate e.g. at WTM • Create a quarterly newsletter to keep the tour operators/associations and airlines informed about any new developments. This can also be tailored to send out to consumers and media. • Update the live database of all relevant contacts within the travel industry and media As a matter of course, we ensure: - proactive interaction with all relevant media • dissemination of tailored press information • online press office monitoring • monitoring of trade features - sell-in exclusives/angles on new initiatives • raise share of voice in round-ups/features • meet and build strong relationships with top media • Trade specific PR Consumer and media trends Being aware of consumer behaviour and media trends that have been identified for 2013/14 so that we can ensure we are targeting areas that are front of mind with media, of relevance to consumers and are potential areas of growth within the UK and Irish markets. As a summary these include: • Value for money 91 Packet Page -1487- NAPLES . MARCO ISLAND e 10/14/2014 16.F.3. EVERGLADES i.� l- 1 Destination Marketing Plan FLORIDA'S PARADISE: COAST • Adventure Tourism • Off-Season Travel • Multi-generational travel • Sports Tourism • Voluntourism/learn a skill e.g.: cooking I golf • Luxury travel Social Media Social media is already part of our overall marketing strategy and we use this as an additional tool to reach trade & consumers together with traditional above & below the line campaigns. Our aim with social media is to choose the correct social media interface for the specific messages &the target audience. We will continue to create competitions in order to engage with our target consumers both trace & consumer- as the influence of social media on holiday decision making growing and replacing word of mouth. It is interesting to note with Social Media—consumers are now a sound means of communicating a message —see below the worldwide reach of social media: p"� ..� .w,.. , • , ip , .... „, .,. mo . . , ,,g4-,' . 's „. .1 PINTEREST TWITTER FACEGDGK INSTAGRAM GOGGLES LINKEDIN SOCIAL SITE MIE',ROBLOODING SOCIAL SHARING SOCIALSHARING SOCIAL NETWORK BUSINESS THAT IS ALL ADGUT SOCIAL Si TE SITE THAT HAS SITE ALL AROUND BUILT BY DOODLE DISCOVERY It'_____ 1 is: .I i r,rr rtc r' [' 'c,' THAT ALLOWS FOR ORIENTED 4 ("' ` L,.L L.,6 F i e' I` r#,,,,,,,k, SOCIALNETWDAKIND SITE PO3TTO '!.EI, C i� . AND NOW 15 551:1:i,11 r rte _ F:�� D, ri( � 'L 5x�-i7i i, ,, 't 5L IJ, AND 'f, 7::-:),7,:::` �»4 1 L TO BIM CIRCLES >;riF-CORPORATE ulrllS dix,„ ".a POTEI T AL o- N COMMUNICATING WITH CURL A,�SOW.TES # � I� o f ra ' _:,c CUT THE wi 'iHArARE AP1ACE-41'1#: ,- ---7 - '1,a W r4 t' u FkY- TEND TO BE A CONNECT "w. INANOh ORTRNSiVEWAY Ff , usERS . usERs ARSE' SHARE : j HI , Jt I`..: , , r� i 7:1. .,. GROWING RAPIDLY MALE rir T rl` MOST FOLLOWED WIW CL"'''':-E':',', 7Cr' OF USERS E 1 RV BRAND IS 75 6E r t pi! NEW es� `, Fr�f E uJl4L w..:,,," _. l EVERY DV _ 2:-, I l ,.c t` s X40 L. MILL ION i,I r BILLION MILLION MILLION IOI MILLION oriv_G'...T:S .,, .. . ,_cw ACTIVE USERS ACTIVE USERS . A:.TIVEISERS A 1IVSUSERS 92 Packet Page -1488- l 1 16.F.3. NAPLES • MARCO ISLAND * �� EVERGLADES �--,, ,,,":„,,1?-,(14-15 Destination Marketing Plan FLORIDA'S PARADISE COAST Objectives: • Create relevant, timely and engaging content • Use inspiring imagery and video to reach a wide audience and create affiliation with our region • Grow the number of fans and people interacting with Paradise Coast through social media • Share partner content and interact with industry partners to create conversation and give wider reach to our messages. To add information to the Paradise Coast Twitter accounts on a weekly basis, find and retweet items of interest or value in the general feed, reply to tweets with full responses and engage new people to follow back and spend time in polite two-way chit chat. To always use the hashtag #florida so that anybody searching Florida can find Florida's Paradise Coast. To add information to the FaceBook page weekly, post releases on this page using some of the images from the online image bank to drive traffic to paradisecoast.co.uk and check in on birthdays on the home page, respond to any comments on the wall, post a status message, something engaging or interesting, comment on at least a few people's status messages or updates, share interesting updates, leave new comments on other group or fan pages. Strategy: In order to direct our efforts appropriately rather than diluting them across many channels, our focus this year will be on both FaceBook and Twitter—two of the key channels with large user numbers in the UK/Irish markets. We will engage with our audiences as frequently as possible throughout the week—aiming for a post every other day to keep audiences interested. Launch a series of FaceBook adverts in order to grow the fan level to a critical mass. Once we have reached a reasonable number of fans on the page we plan to launch a competition in co-operation with our industry partners to encourage more followers and generate interaction and engagement. It could be a stipulation of the competition that the winner agrees to allow us to use some of the photos they take on their trip or write a blog about their time, or similar. BUDGET • See attached UK & Ireland Office Event/Activity &Travel Budget The above plan will achieve the core objective of the Naples, Marco Island & Everglades UK& Ireland office which is to drive immediate business and new & incremental bookings to Florida's Paradise Coast. o; Packet Page -1489- NAPLES ' MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES --� :4-15 Destination Marketing Plan FLORIDA'S PARADISE COAST . , INTERNATIONAL MARKETING PLAN Europe: German-Speaking Markets and Benelux 1 . Representation Services DiaMonde will represent the Naples CVB for various segments (B2B and B2C) through a selection of activities to include: a. Sales Sales efforts will be undertaken to tour operators, travel agencies and direct consumers in the 3 German speaking countries and the Benelux. b. Public Relations Public Relations efforts will be undertaken reactively upon request in cooperation with an outside freelance agent. c. Trade Shows A selection of Trade Shows (both B2B and B2C) will be undertaken in Germany and in BENELUX and the USA. d. Travel Industry Training Travel Industry Trainings will be held annually at all mainstream and specialist tour operators for their call center agents and product management members. e. Promotions Joint promotional and marketing programs will be negotiated and implemented for both, B2B and B2C segments, partly in cooperation with selected tour operators. 2. Public Relations Public Relations will be serviced on a reactive basis, whereby DiaMonde will attend USA/FL specific PR functions during trade shows (ITB) and also dedicated USA and Florida PR events (organized through Visit USA committees and Visit Florida). DiaMonde will execute follow up with the journalists for these events and act as a liaison between the CVB's PR department and the journalists for any queries. For all intense PR efforts, DiaMonde will appoint a freelance PR agent who will assist with Press Release distribution twice a year and other ad-hoc requests which require an extensive PR database and intense knowledge of this segment. 3. Social Media Marketing DiaMonde will maintain the German-speaking CVB FaceBook page (which we established in 2011) and continue growth of fans. The current number of fans (on August 21, 2014) is 6.337 and we estimate that with the envisioned marketing activities this number will reach at least 8.000 fans within the next 12 months. Social media is one of the most important communication means to 94 Packet Page -1490- NAPLES MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES X14.15 Destination Marketing Plan FLORIDA'S PARADISE COAST reach the B2C segment and our efforts have shown great results so far. In order to further give impulses for additional fans, dedicated FaceBook marketing campaigns will be mapped out and executed. These will include FaceBook advertising as well as dedicated campaigns for the CVB with tour operators who have strong social media marketing plans, based on our intense social media research. The FaceBook campaigns will be integrated into bigger campaigns of negotiated for the CVB. For the B2B segment, DiaMonde has linked its own FaceBook page (dedicated to the travel industry) with the Naples CVB German FaceBook page and fed news and information to travel agents via the company's social media efforts. Twitter, Instagram etc are not heavily used social media in the German- speaking countries. 4. Travel Trade&Consumer Activities DiaMonde will plan, negotiate, secure and execute various activities to reach out to the travel trade community in the German speaking markets and the Benelux. The goal of all activities is to educate the agents on the Naples CVB offerings, its open distribution channels and promote and market the area while always maintaining a very conservative approach to expenditures leading us to try and secure all paid activities at reduced costs or with additional exposure. Consumer activities will mainly include attendance at travel shows, communication through social media and dedicated newsletters as well as fulfillment. In detail, activities will include: a. Trade & Consumer Shows DiaMonde will personally attend the following shows on the Naples CVB behalf (in order of date by calendar year): 1. Vakantiebeurs, Utrecht, Netherlands (full six-day attendance at Visit Florida stand every other year alternated with one day attendance for tour operator meetings only, B2B and B2C). 2. CMT Stuttgart, Germany (full nine-day attendance at Visit USA Stand — B2C only). 3. Reisen Hamburg, Germany (full five-day attendance at VisitUSAStand- B2C only). 95 Packet Page -1491- NAPLES MARCO ISLAND " 10/14/2014 16.F.3. EVERGLADES 14-15 Destination Marketing Plan FLORIDA'S PARADISE COAST 4. ITB Berlin, Germany (full five-day attendance at Visit Florida Stand, B2B for three days and B2C for two days, includes full coordination of appointments). 5. IPW, Orlando, USA (full five-day attendance at own Naples CVB stand, B2B only, includes full coordination of appointments for GERMAN SPEAKING and Benelux). DiaMonde will arrange for brochure distribution at the following B2C shows (in order of date by calendar year): 1. Ferienmesse Vienna, Austria 2. Ferienmesse Linz,Austria 3. Ferienmesse Velden, Austria 4. Vakanz,Luxembourg 5. Free Munich, Germany 6. TC International Leipzig,Germany b. Trade & Consumer Communication Trade DiaMonde will be liaising with the travel trade through regular e-newsletter distribution to a database of 3200 trade contacts in the German-speaking markets. The e-newsletter is designed and branded in the CVB's corporate identity and will cover educative topics as well as tourism news. This communication is handled via our own software without incorporating any additional cost, besides the web-design. Distribution will be every two months. Consumer DiaMonde will for the first time be sending out consumer e- newsletters on a quarterly basis. We have currently a database of 602 consumers and are constantly collecting email addresses (from sign-ups off the German website). We will be presenting traditional and innovative ways to increase newsletter sign-ups for the consumer database, We will be using newsletters, consumer shows, social media online travel portals to attract consumers. c. Familiarization Trips DiaMonde will secure at least one dedicated overnight fam trip to the Naples CVB area, to include negotiation of complimentary airline seats, negotiation of complimentary overnights and coordination of an itinerary along with the team at the Naples CVB. The selection of attendees will be handled jointly with the involved partners (airline or tour operator). 96 Packet Page -1492- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES 4- Destination Marketing Plan FLORIDA'S PARADISE COAST Alternatively, DiaMonde will secure at least one additional fam trip to the Naples CVB area, which might be in cooperation with another non-competing CVB (i.e. Florida Keys or Miami/Fort Lauderdale). Where possible and appropriate, a DiaMonde staff member will accompany all fam trips to the Naples CVB area to strengthen the liaison with the attendees and act as a German-speaking guide for the area. d. Travel Industry Training DiaMonde will secure call center agent and product management member trainings at all mainstream tour operators at least every other year, to include TUI (Germany, Netherlands and Belgium), DERTOUR & Meier's Weltreisen, Thomas Cook (Germany and Belgium), FTI, Kuoni Switzerland and Netherlands, Flextravel Switzerland, Hotelplan Switzerland, Knecht Reisen Switzerland. In addition DiaMonde will secure ad-hoc trainings at the USA specialist agencies, to include Canusa (10 agencies in Germany), Explorer Fernreisen (10 agencies in Germany), America Unlimited, Fairflight, USA Travel Consultants Belgium, Exit Reizen Netherlands, Travel Trend Netherlands, Jan Doets Netherlands. Furthermore, DiaMonde will attend dedicated USA workshops organized by the Visit USA committee and Visit Florida in all three GERMAN SPEAKING countries. During regular sales visits and dinner events to/for top producing long haul travel agencies, the Naples CVB will be presented along with other partners in the DiaMonde portfolio (of which none competes with the Naples CVB). e. Advertising DiaMonde will negotiate and secure dedicated advertising opportunities through tour operators (B2C) in travel or lifestyle magazines and supervise the ad layout, content and print documentation in close cooperation with Paradise Advertising. f. Fulfillment DiaMonde will handle all B2B and B2C fulfillment, also resulting from the website inquiries, from our office in Stuttgart at no additional cost. 97 Packet Page -1493- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES n 4-15 Destination Marketing Plan rte•- � FLORIDA'S PARADISE COAST Lead management DiaMonde will source business leads for the Naples CVB on a proactive basis and present any relevant requests with potential to the Executive Director. Public Relations (trade) DiaMonde will maintain a working relationship with the travel trade press, to include fvw, travel talk, travel inside (CH) and their relevant newsletter publications. Liaison with Industry Partners DiaMonde will maintain strong relationships with all relevant industry partners, to include (but not solely) Visit USA committees in all German speaking countries and Benelux, Visit Florida Germany and Benelux, airlines, press offices and other non- competing Florida CVB offices. Outlook on future activities The focus for the representation period FY 2014-15 will be to market the Naples CVB with an accomplished combination of B2C and B2B activities. Both segments will be targeted through the traditional channels as well as online. DiaMonde shall of course maintain the same level of involvement in all segments as outlined above, and concentrate on developing the following activities further: a. Focusing on the strengths of our tour operator partners when negotiating marketing campaigns, in order to create a mixture of B2B and B2C activities, both, through online and offline distribution channels. o With more traditional operators, mainly focusing on distribution via travel agents for travel agent education and the like. o We will partner up with tour operators with a more innovative approach to marketing campaigns to target the B2C market in a creative way, balancing marketing and image campaigns. Overall we will be approaching the online, same as the offline market. In support of the B2B education, we will be closely working together with Visit USA in Germany to reach those travel agents that have a strong relation to the US. b. Keeping the strong connection to Visit Florida in Germany and the 98 Packet Page -1494- 10/14/2014 16.F.3. NAPLES • MARCO ISLAND .` EVERGLADES r � '''';44,13121-15 Destination Marketing Plan LORIDA'S PARADISE COAST Netherlands with joint promotions, marketing activities and travel agent events to push and share the common strength of Visit Florida and the other CVB's, as well as creating synergies. As part of our relationship maintenance and continuous development of the Benelux market, we will be joining Visit Florida's 2015 European Sales Mission. c. Further strengthening our connection to and partnership with Brand USA in Germany. We will be taking part in the majority of joint events between Visit USA and Brand USA to make the CVB gain most out of that cooperation. d. Slowly but surely, the Dutch market is recovering, we will be again getting more active in the market and strengthen our relationship with the travel trade. Thus, we will be attending Vakantiebeurs personally again in 2015. e. After having gained a first step into the Belgian market, we will intensify and expand those relationships with tour operators and Visit USA by personal meetings, trainings and smaller marketing activities. f. In order to put the Golf Destination of the Year award to good practice we are aiming at developing the Golf market in Germany. We will be identifying the key players in those countries and place the paradise Coast into their portfolio and starting with first marketing initiatives in that niche market. 99 Packet Page -1495- NAPLES • MARCO ISLAND a .� : 10/14/2014 16.F.3. EVERGLADES -15 Destination Marketing Plan �� FLORIDA'S PARADISE COAST c .� INTERNATIONAL MARKETING PLANS Brazil Situation Analysis Brazil is up Brazil is young Brazil is curious In 2014, Brazil is the 6th There are 51 million young Stable economic growth, economy in terms of people (15-29 y/o) in Brazil, relatively low inflation rates tourism; and the 7th biggest representing 26%of total and improvements in social economy in the world population well-being boost leisure and Unemployment is at historic Half of enterprises with up to tourism lows 3.5 years of activity, has Both domestic and According to the World young owners (18-34 y/o) international departures are Bank, Brazil's strong The average age of the growing;the rapidly-growing domestic market is less Brazilian international tourist middle class explores the vulnerable to external crisis is 36 world around it 2011 2012 2013 Nominal GDP (US$ billion) 2,342M 2,362M 2,422M Real GDP growth 2.7% 0.9% 2.5% Population (m) 190.8 194 202.6 GDP per head (US$ at PPP) 11,900 11,900 12,100 Recorded unemployment 5.7% 5.5% 5.7% Inflation 6.5% 5.4% 6.2% vpurigmuntrywithstnagg hin iuiemEnel,Brazil is the-ernn 7rps a e i tatirArnarim Source: CIA, 2014/WTTC, 2014/GEM, 2013/IPEA, 2013/AMADEUS and PhoCusWright, 2012 100 Packet Page -1496-10S" 10/14/2014 16.F.3. NAPLES • MARCO ISLAND EVERGLADES �.�-- 14--1 5 Destination Marketing Plan LORIDA'S PARADISE COAST Outbound Travel Market The market is booming Number of international departures from Brazil has grown by 9% from 2011 to 2012, reaching 7.9 mil trips ❖ The rapidly growing middle class will reach 100 million potential consumers by 2016, further strengthening growth Departures by Purpose of Visit 6.6 5.6 2012 2017 (in million trips) Business Leisure Leisure growth will accelerate Leisure traffic is expected to grow by 18% until 2017, reaching 6.6 mil trips ❖ Singles and couples are expected to drive the expansion of the market, especially on long-distance travel segments Leisure Departures by Type Others Groups 1% Pt-,74t, Source: Euromonitor, August 2013 101 Packet Page -1497- 10/14/2014 16.F.3. NAPLES MARCO ISLANL? _ EVERGLADES 614-15 Destination Marketing Plan FLORIDA'S PARADISE COAST Outbound Destinations USA takes the lead ❖ USA overtook Argentina as the #1 travel destination for Brazilians in 2009 • Brazil is the most important inbound market for Florida, and grows in importance for other states • Visas remain a major barrier for Brazilians travelling internationally; positive developments are seen with visa renewal policies for the US Top Destinations for Brazilians USA f Other Destinations Argentina Uruguay E j France Spain Portugal Chile United Kingdom Italy Germany 0.0 0.5 1.0 1.5 2.0 2.5 Departures(in mil trips) 2012 2017 Source: Euromonitor, August 2013 1 USA and Argentina are the rnostpopular-foreign destinations,while Europe rnaintans consistent appeal F u f Beh8-vi r Brazilians travel longer, book later Brazilian employees have a minimum of 30 paid vacation days (+public holidays) and can therefore travel abroad longer 102 Packet Page -1498- 10/14/2014 16.F.3. NAPLES MARCO ISLAND EVERGLADES -�.. r i 14-i5 Destination Marketing Plan FLORIDA'S PARADISE COAST • When long-distance travel is concerned, Brazilians like to "stay awhile"; (i.e. 20% of visitors to Europe stayed 15+ nights) • The usual vacation season is December-February (+July), which is the off season for the northern hemisphere Passengers from Brazil by Month 600,000 500,000 400,000 , 300,000 200,000 i s x 1 ,be t • ; �,j, #4/ e` 100,000 �t �, > Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source:Sabre ADI, Jan-Dec 2013 Booking behavior Brazilians tend to book their travel late. • The majority of consumers still use travel agents to book their travel, though online booking are growing. •:• Installment payments are an extremely popular form of payment for air tickets and tours. Brazilians have ample time off to travel and look for travel agents to arrange their leisure Brazilians love to shop abroad �:• Brazilians continue to spend heavily on foreign travels due to high domestic goods & services tax rates and interest Overall tourist expenditure has reached $43.8bn in 2013, an 18% growth is expected until 2017 According to AMEX, shopping is the primary expenditure for Brazilians abroad • Brazilians are particularly interested in retail goods, such as electronic products and clothes Brands are extremely important and serve as a way of demonstrating value 103 Amor 4rir.rs rrra Packet Page-1499- NAPLES • MARCO ISLAND � � 10/14/2014 16.-F.3. r VERGLADES 4 -_ i =1 Destination Marketing Pan FLORIDA'S PARADISE COAST ` , Outbound Tourist Expenditure (US$billion) 43 44 46 47 49 r--- 36 52 � , 2011 2012 2013 2014 2015 2016 2017 Source:Euromonitor,August 2013 Expense Split During Foreign Travel Withdraw on Others ATM �10% 8% f w , - shopp ing i ng�- ��Transport . 43% 8% *.fps Food 14% Hotel 17% - --- --- Source:American Express Global Travel Card, 2013 itraztliats.do and Will continue spending on shopping 104 yil_ AWE Jr!If Alridr. C. -t-;--Packet Page -1500- NAPLES MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES ';'el-4-15 Destination Marketing Plan FLORIDA'S PARADISE COAST 3m Destinations BR-FL by Destination --4; 300 275. . 2B1 .2 B „. nA 5 2012/2013 2013/2014 t Miami Orlando ff Fort Lauderdale Source:Sabre ADI/08.13-07.14/POS BR The number of airline passengers from Brazil to Florida declined slightly in the last 12 months(due to the World Cup) Origins Growing Strongly: Curitiba +38% Porto Alegre +48% Source: BSP Brazil/08.13-07.14/POS BR Sao Paulo is not-the only source of visitors to Florida 105 Packet Page -1501- NAPLES • MARCO ISLAND � 1 16.F.3. EVERGLADES Destination Marketing an FLORIDA'S PARADISE COAST Airlines Our traditional partners: CO PA AVIANCA Others BR-FL by Airline Share 7% US Airways 6%o w American United r 37% 0 Delta ,64 7% " 4i `` Co pa 10% TAM 27% Source: Sabre ADI/08.13-07.14/POS BR • Several.rnajorOlayers service the Brazil-FlDrida market 106 ��'�' Packet Page -1502- NAPLES - MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES ' 5:Saiig:r14-15 Destination Marketing Flan FLORIDA'S PARADISE COAST )t : Trade Distribution Channels Tour Operators Retail Agents Online Travel There area approx. 200 tour Agencies (OTA) pp There are around 2,500 travel Online purchases have grown, operators in Brazil.The agencies members of ABAV, Brazilian Tour Operator according to the use of the Brazilian Travel Agencies Association (BRAZTOA) has 90 internet and therefore access members, mostly based in Sao Association to information, especially for Paulo with branch offices in Relations between travel travelers who seek autonomy other cities agents and tour operators are on their trips Several tour operators have mostly based on relationship own agencies, with a wider and commission level Mostly top Agencies and Tour Operators have their own distribution in Brazil According to ABAV, 80%of all online booking platforms Most also sell directly to end sales of tourism market are consumers made by travel agencies decotorccrm cvc r PRIMETOUR Submarirto fr,W-r-6751 ' �.. r^z M STER' tf f m,,,, , , ,, SChui Y\a QC'b 4, Ex dia. net. '.-_.fir._.. NASC(MENTH ;:,I_.,,,,,1, Corporate/TMC MICE Consolidators Market segment focused on Growing segment with huge Market segment focused on specific destinations and potential, since companies bulk contracts to sell airline values,guided by the needs of now look at tourism as a tickets direct to travel the companies powerful tool agencies In Brazil, it's usual to have Inside AM PRO (Promotional Due to this tactic,they can contracts with medium, large Marketing Association),there's offer best fares to the general and global companies, mostly COVIA (Incentive Travel public for arrangements to airline Operators Committee),with tickets and events main players as members AYE PAM advance'w,s Ira are Esfsratur t is 'i �,. `r" � a. A tu«smo. TO i x..„. '" Service vento . Al \TiJR r,� r � .a' � Nn'°""... r"L"v"rC,,Jr? �V I JL3{T r,- Tour House ALATUR uu `l 107 _li: Packet Page -1503-Pc 10/14/2014 16.F.3. NAPLES MARCO ISLAND EVERGLADES = 1 � y--- ' 1 —1 5 Destination Marketing Plan FLORIDA'S PARADISE COAST Competitor Benchmark Florida Keys Kissimmee Expos& Missions:WTM, ABAV through Visit Expos& Missions:WTM,ABAV Florida Trade Events: Trade Events: none • Rodeos/fam tours with Barretos to promote PR presence: DiscoverAmerica.com.br,various Kissimmee as a rodeo destination travel blogs (i.e. Revista de Viagem), • Panrotas marathon Run4Travel sponsorship • TripAdvisor(345k ratings, also in Portuguese) Breakfast/training session for 120 agents Website: English only (Google Translate PR presence:Trade, mainly Panrotas;some available) travel blogs; Uol and 0 Globo blog did a slideshow Social Media: English only Facebook(195k likes),Twitter(18k followers), Pinterest (1.6k Website: BR website followers), Instagram (1k followers), Google+ Social Media: BR Facebook(68.8k), Foursquare (1.3k followers) (1.6k),Twitter(4.3k) Representation: none Representation: none Tampa St. Petersburg Clearwater Expos& Missions: WTM, ABAV Expos& Missions: WTM,ABAV Trade Events: Trade Events: • VIP Party in Miami to top partners and • Event in Sao Paulo to present their new Latin present their news, as the only city in America Director Florida to has a CityPass • Promotional action to trade in Rio • Event in Sao Paulo in partnership with St. Petersburg Clearwater PR presence: • Event in Rio with partner tour operators Articles in 0 Globo and travel trade (2012) publications (Panrotas and Mercado & Eventos) PR presence:Articles in • Cultural contest in partnership with Tampa DiscoverAmerica.com.br and most travel trade and Brazil Travel News publications (Panrotas, Mercado & Eventos) Website: English only Website: English only(Google Translate available) Social Media: English only Facebook (191k likes), Google+ (234 followers),Twitter (27k Social Media: English only Facebook(31k followers), YouTube (658 followers), Instagram likes),Goggle+ (269 followers),Twitter(39k (2.5k followers).They have in the website live followers), YouTube (253 followers), Pinterest social updates from local experts, residents, (1.3k followers), Foursquare (4.5k followers), visitors and top local businesses Instagram (2.2k followers) Representation: Yes Representation: Yes ith ret pi d rthesmewti4 y nBr l 108 Packet Page -1504- 10/14/2014 16.F.3. NAPLES MARCO ISLAND EVERGLADES �- - 14-15 Destination Marketing Plan LORIDA'S PARADISE COAST Fort Lauderdale Expos& Missions: WTM, ABAV Trade Events: Event to present their new representation in Brazil PR presence: • Active YouTube channel with a series of videos in Portuguese about attractions and things to do in Fort Lauderdale • Flashmob promoting "Hello Sunny" in Avenida Paulista • Publications: 0 Globo (as the "American Venice" and cruises in Fort Lauderdale) and Portal Radar (interview with VP Senior from Greater Fort Lauderdale CVB) Website: Portuguese provided by Google Translate Social Media: English only Facebook (206k likes), Twitter (27k followers), YouTube (300 followers), Pinterest (809 followers), Foursquare (4k followers), Instagram (1.2k followers) Representation: Yes 109 Packet Page -1505- NAPLES - MARCO ISLAND - 10/14/2014 16 F 3. EVERGLADES 814_15 Destination Marketing Plan FLORIDA'S PARADISE COAST Market Segmentation Mature Travelers (Couples & Solo) seµ They have been to Florida before and are now looking for less- known, destinations known, more tranquil and upscale q Golfers Looking for the best, most interesting, and prestigious courses to hone their skills Nature Lovers �rf - Ecotourists, boaters,fishermen, aspiring botanists... They love nature and want to experience the Everglades! rte` mow, ti v Honeymooners ° 4. They want to enjoy life together on the beach in an.414 Y JY g elegant and upscale setting oad E rl�pppers They arrive in Florida, rent a car, and are ready to discover everything unique the state has to offer 110 Packet Page -1506�� ' 1-- t.f 10/14/2014 16.F.3. NAPLES - MARCO ISLAND EVERGLADES % c -�--- i - Destination Marketing Plan =LORIDA'S PARADISE COAST , 0: Trade Objectives During the 90's, Naples was known by the market, as well as Miami and Orlando, as new destinations for vacation in US. As Context ' time goes by, Orlando and Miami changed their strategies and strongly targeted the Brazilian market, leading Paradise Coast unknown to Brazilians today ar Increase number of Brazilians in Paradise Coast by nights Develop packages with at least 5 major tour operators 240 sales calls throughout the year r,..:,„ 3 . ': , Raise awareness for Paradise Coast among trade, educate trade �` to enjoy new opportunities in Florida and provide all information :°{ and support they may need, leading them to build packages to ?Iii � ,._ -,, Paradise Coast Y Brand Awareness Build Relationship Create brand awareness for Build relationship with market, Paradise Coast in Brazilian such as airlines,tour operators, travel trade,through presence travel trade media, national actions, such as sales meetings, tourism organizations, consumer trainings,trade events, shows brands etc etc Educate Trade Create Packages, Position Paradise Coast as a Insert Paradise Coast in main strong present destination in tour operators' packages, market, easy to work, open to through partnerships and new actions and partnerships, provision of good information present in trade events and and contacts shows 111 t i,, JOE/i aE x°11-A�:-6 ;';Packet Page -1507- T NAPLES • MARCO ISLAND ,;� , . 10/14/2014 16.F.3. . EVERGLADES ;. ,.. - illin*Sti:Fi.,eb- 1 '-15 Destination Ma k ing Plan FLORIDA'S PARADISE COAST Activity Calendars Activity Description oc No De Mar Apr May Jn Jul Aug Sep Visiting travel agents and tour operators with the Sales Calls goal of introducing the destination and developing packages Participation in industry trade events with the goal Trade of raising Shows destination awareness and building new , contacts .` Presentation training to main tour P Training operators and travel I; agents with the goal Seminars of preparing the trade to what is ` Paradise Coast .,, Set up and plan fam ,' }' tours, approaching ��, decision makers Fam Tours with the goal to include Paradise _`= : Coast in their packages , s ' p �,Approach potential �..` ; partners, for any cow , "' Co-op op action with the Promotions goal of raising " � � destination : - `r; r �� i ' awareness - �� ` ' Visit travel agents and tour operators outside Sao Paulo rc; Sales with the goal of Missions positioning e ' Paradise Coast and , building relationship „ 1r with another markets "` `Not necessary Paradise Coast representatives' presence. 112 Packet Page -1508- 6 ., 10/14/201416.F.3. NAPLES MARCO ISLAND EVERGLADES X41 5 Destination Marketing Plan PLORIDA'S PARADISE COAST Activities FAM TOUR SALES MISSION November—TDB November—TDB • 6 main tour operators Visit main tour operators in the • Only Paradise Coast following cities: • Possible of 5 nights • Sao Paulo May—last week of the month • Campinas The fam tour will be focused on • Rio • Paradise Coast and it could be Porto Alegre or Curitiba in joint with Palm Beaches (South) Sales Mission can be shared with Palm Beaches Proposed dates and possible joint actions with Palm Beaches 1 1 3 -1-±11* Awn Anr 410WIAISMS. Packet Page -1509- 10/14/2014 16.F.3. NAPLES MARCO ISLAND -,,,,ogOlige - W.sZttf EVERGLADES --- 0 14--15 Destination Marketing Plan FLORIDA'S PARADISE COAST Media Objectives � NNrx y � ,hs a • Develop media awareness Paradise Coast as a mix of �. Florida's best luxury, ecotourism and secluded ii ,; a beaches Provide trade publications constant news about Paradise Coast, highlighting and reinforcing its presence on Brazilian market • Generate Director's board profiles as sources for interviews. • Sell destination as road trip to the Real Florida, targeting television/celebrity trips (celebrity magazines), in order to create travel trends • Leverage on world class hotels with small city feel, Marco Island's #1 US Island, Paradise Coast as a one- of-a-kind Golf Capital and destination wedding through customized story ideas for lifestyle magazines and niche media (golf, bridal, gastronomy) • ` ` ! Trade /Tourism/ Golf/ Luxury/Lifestyle 4# • . EXPECTED MEDIA VALUES Over USD 4 million ''C'S,t s ) x ii P 114 Awn.isAPIS rsrr*,� C I[ Packet Page -1510- " .=� 10/14/2014 16.F.3 NAPLES MARCO ISLANL} 3_ EVERGLADES =- 1 14— D D . ation Mar ceting Plan' ',; FLORIDA'S PARADISE COAST k � Social Media Objectives • Raise awareness for Real Florida's lifestyle • Build Florida's road trip lifestyle Showcase local cultural heritage and the Real ikAission Florida feeling r • Leverage on one-of-a-kind nature, places and activities , 15.000 likes in the Brazilian Facebook fan page �� 1.500 active users in the page a j - 't.- { . r ,SIB`° f 115 Ali ILIi�1!! ket Page -1511- -7 10/14/2014 16.F3. ...*: ..,_:,s-,:;72,::::figrift•- . NAPLES - MARCO ISLAND EVERGLADES : -';',.14,.;i„;:fli::::=::- ,.....„.-....______- i-1,i.,.. 1 5 D e t i nat 1 pn ma Marketing Plan FLORIDA'S PARADISE COAST Activity Calendars EMZEIE111=11 SeP =El= Nov Description Oct Dec Jan Feb Mar Apr JIM" Possible Press Trip dates(23-27) stone crab ... ..... ,-;;4 . - Possible Individual individual trips ,..,. . to experts Trip and important . j media .la ers Co-op actions . , for print advertising in II Print Brazil's . . •dvertising largest ., '.. newspaper prior July vacations Sponsored links and ,. .-. ,. Online other . , . •dvertising initiatives to build awareness t' „,:;.,-,,zri,,..-,:',,- -:: ', , ' .',.-::.:4e,$.7,-.....'„":: --.-.' -': . ' •1 „,-!.. :,-,' t ''-' Social a.al F n Page i,,,,:i.,,,i,7-. Media management all year Ion. i Contest with Blog Brazilian Contest bloggers and . ,,.-: -'', r....?+*--,4-*-;41Y-1,.41-1.'-' - .,- , , - . 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''2"::;''Ar'; ':'''''' Press releases with ,- ,;......''';','-..` .,,,,,.,..;:,,,,,. „,!-F.,;.,--.,.....,,,,,-.1:-.,-....,',,;,.,-4,,,-,-,i, -;.-,--:,..,:-..kE..;;;:„----,-: ,:-.t.,,„..,...;,..,.,,;.,i,,,,,,:i;.:^'„-: ,, ,,,.:7,,,r:Irf--;,`":24 ,,,.=:,-,7,,.7.1-4.=',,...".-r-4-..i. ,,..!•P Releases news and -''-''-':;. }r4:A' 'f.'- .',,,. 41--„iff/ events .,..° ,,dil!r-,,,,"1.1.4-;,,i3---,,i,;,'''-i. - .4.,...t..,,,,,..;,,' 1 1 6 Packet Page -1512- NAPLES • M . r CO ISLAND 10/14/201416.F.3. EVERGLADES �- - r z � - #� #iron Marketing Flan LORIDA'S PARADISE COAST Contest Idea " `,�.,fit ' fx 1 : a ,,,ii,d G j��/ C Y t c a f- �c c PJ G 1,�� Ti' 7 "5 �€ ,. ref, L E eL "' p x ',1",!.,'''.;,- ?. „ r:,.,"' 7; � B . t I a`� 'awl' 'k'r t €"'4!- 1 e ," it � �"� �� z € r 9' t�ek- �eF �e� ,,a�' 1t .e: S 1t ' s..� .� _ f �x'* t4' '�r�... �x 1 � ea, .. 'Sa d ..'3 � ,`i.. i< re"�r „� 3" 4 c''". .',- a n>. ; w 5 "� r S af�„ tY ,;A: s'-'t pie. �logger R1I van he y± e i,. a1G1� 'C s-- _ t_5'&'d T,% ;-„,A+x' w'.'° ,S"`' 'U ':` X44":" � R�5�3yr ,`- E �m_�n , f tk `,� v .1kt5 e5 'n� -.44,m 9Jt,S �r £ L 5192 tte rau.,,, e"' �' 44,.41 " '' ;- w t F • 5° F -'A s"i1 i 1W s sos' G K 37 i.�� 4 E + 7est p Q� &r'� -.;4z4,'. @ r 9 5 -51^ � ''''-'t-:,'"'" �+ ' 3' u:�rr,�F base after �3 jk F qe � Gl ce to r,� ' -. .mss-�c-- .,� c' ¢ x • ,4--4,,-„,',, ,,,--,-„,:,„.„,,,_.„<,.«s ua..w,4.�u.0 k_� •`.,. :5. ',...,5� ,.:�.,.,,w.,.+.r�....,,.a�«.a "�,- .,.-. ,., i�r. .x,e„� ..�-£»mvx...,. ,iiif °•• 1 17 I' Packet Page -1513- NAPLES MARCO ISLAND 10/14/2014 16.F.3. r EVERGLADES =�-�- 14-1 Destination Marketing Plan FLORIDA'S PARADISE COAST z r f MEDICAL TOURISM PLANNING • Visit Florida will invest $2.5 million in marketing medical procedures and meetings • Domestic and International focus • Matching Grant program for promotion of existing medical products or services • Matching Grant Program for hosting medial meetings or medical training using promotion in out of Florida markets 118 Packet Page -1514- 10/14/2014 16.F.3. NAPLES MARCO ISLAND EVERGLADES t14-415 Destination Marketing Plan LORIDA'S PARADISE COAST ARTS, CULTURE & HERITAGE PLANNING Strategies • Dedicated Arts & Culture section of the CVB website: This will include expanded partner listings, descriptive information, images, hyperlinks and special offers. Webpage will also link to various arts & culture related web videos and articles. • We distribute a consumer e-Newsletter to promote the Celebrate the Arts Month in November. Content centers on arts, culture and history events with hyperlinks to the digital Arts, Culture & Heritage Guide content. • Arts, Culture & Museum Grantees: Encourage grantees to use our visitor feeder markets to place their event ads and to link to our CVB events web page. • Work with United Arts Council to increase distribution of printed Calendar of Events and build an enhanced digital version for wider distribution. • Identify a Collier transportation partner to offer organized tours of our museums and art galleries. • Research cultural publications that will provide an opportunity to increase the branding message via use of half page full color arts and culture advertisements. • Enhance major cultural events that showcase one or more venues such as Arts Naples World Festival. Package hotels with event tickets, dining and shopping discounts to attract out of market visitors Heritage Marketing • Dedicate up to $100,000 in Heritage market advertising and promotional support in the CVB marketing budget. • Work with Collier museums and non-profit museums to place targeted heritage advertising and support the Collier County Museums with all their major events with social and digital media. 119 Packet Page -1515- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES :614-1 Destination Marketing Plan PARADISE COAST AIR SERVICES SUPPORT PLANNING Air service is the most commonly used transportation mode by our visitors. So it is imperative that we continue to foster partnerships with our local airports and regional destination partners. • Of the visitors arriving by air, over 60% fly into Southwest Florida International Airport (RSW), followed by Miami International Airport (MIA), Tampa International (TPA) and Orlando/Sanford International Airport (SFB). • RSW is the largest commercial airport serving the county, and is the main focus of our commercial air service marketing efforts. • In addition, our area is served by four General Aviation airports including, Naples Municipal Airport, Marco Island Executive, Everglades City Airpark, and Immokalee Regional. • Each airport serves the general aviation needs of their communities and some have potential to attract commercial service when the demand so warrants. Strategies: • Attract new scheduled and chartered flights from western US • Attract new International service from UK, Europe, Scandinavia and South and Central America. • Expand efforts targeting our primary fly-drive markets, including Miami, Ft. Lauderdale, Palm Beach, Tampa, and Orlando. • Distribute Visitor Guides and maps at RSW, Charlotte County Regional, Naples Municipal Airport and Collier County Airports. • Maintain and create new co-op programs with Lee VCB, RSW Airport and VISIT FLORIDA marketing teams fore new service • Attend air service trade shows with the RSW airport, Lee VCB and VISIT FLORIDA marketing teams • Apply for air service grants through VISIT FLORIDA and International destinations • Budget: $200,000 for FY 15 • $50,000 additional funding for each fiscal year for the next four years for marketing support of new or existing service. 120 Packet Page -1516- 10/14/201416.F.3. NAPLES MARCO ISLAND EVERGLADES ��-�---- x � 7 014-15 Destination Marketing Plan =LORMDA'S PARADISE COAST IMPLEMENTATION PLANS Group Market: Trade Show Schedule partner Show Name Date City Partners cost total cost Group Meeting and Sales missions new first time shows VF with CVB, NBH, IMEX International Oct 14-18, 2014 Las Vegas Waldorf $4,833.33 $14,500.00 AMEX Interaction Oct.24-26,2014 Atlanta Cathy C Inn on Fifth $3,000.00 $10,500.00 M&C Interact Nov 9-13, 2014 Portland Debi and Cathy C $1,000.00 $1,000.00 Meetings Focus Ponte Verde Debi golf hole sponsor Golf show Nov 2-5, 2014 FL no partner $5,000.00 Naples Marina, Inn Weston 5th, DT, Hawthorn, Florida Encounter Dec 3-5 2014 Bonaventure Bellasera, Hilton MI $2,050.00 $2,000.00 Visit Florida-partner PCMA with VF Jan. 11 -14, 2015 Chicago with them $5,000.00 HSMAI Meet mid America Feb. 3-4 Dallas TX TBD annual package deal with on Spin Planners TBD meeting line webinar etc XSITE Tallahassee Feb. 17, 2015 $1,250.00 NYSAE March 3, 2015 open to partner 1 $1,000.00 $2,000.00 Visit Florida VIP partner sign VF on mission Boston March TBD Boston own $2,000.00 IPEC North Star sponsor in iVkC Hrili 19-21. 2015 Las VeCaS Debi - Cd`l\ C? as boy cannot do dates conflict with ConferenceDirect current annual registration 2 partners extra fee ASAE Springtime May 9, 2015 DC only if partner reg $1,200.00 $2,700.00 Las Vegas HelmsBriscoe Mandalay annual May 18-20, 2015 Bay CVB alone -tentative $5,000.00 IRF Incentive No partners. -paid in resource 2014 from cxl show sponsor foundation May 30, 2015 TBD budget$3K F&B hole fund $- Callaborate 1,,,arketa a is � 121 Packet Page -1517- 10/14/2014 16.F.3. NAPLES MARCO ISLAND �. EVERGLADES -----�-�- - V1 4—15 Destination Marketing Plan y'Yµ FLORIDA'S PARADISE COAST open to partners AIBTM with Visits would not go without Florida June 15,2015 hotels $1,500.00, $5,000.00 US Business Expo July 12-12, 2015 Atlanta no partners $4,655.00 2 open -Association & Connect Market SMERF Joyce Collinson August 27-29 Pittsburg PA Bayfront SMERF $1,450.00 Westin CVB Diplomat Ft. open to advertising sponsor SMU August 9-11 L partners breakfast $- one or 2 pending the August 30- Sept Nov. conference M&C Interact 1, 2015 New Orleans success 52,000.00 $6,000.00 Meeting Focus CVB alone open to Florida Sept TBD advertising partners $3,400.00 HSMAI's Meet 1 or 2 partners only if National Sept 2015 DC partner sign up $1,200.00 $3,500.00 Florida Governors Conference Tourism VF Sept 2015 Florida Visit Florida Debi only $800.00 2016 budget for Barcelona 2015 show EIBTM November 2015 Spain Visit Florida Claudia shows group CVB Tallahassee Tallahassee Event 30-Oct-14 FL will recruit Tallahassee TBD -if on sales calls Meeting Spots May 1, 2014 FL in Fla or partners join FSAE July 1, 2015 St. Pete none $500.00 $2,000 Florida Meeting Tallahassee Showcase Aug-15 FL will recruit $250 $745 $950 Paid in add buy $500.00 $1,000 Total $79,000.00 both total $79,000.00 122 Packet Page -1518- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES -41-:*,7,014-15 Destination Marketing Plan LORIDA'S PARADISE COAST x Leisure Travel Market Implementation Schedule Travel Industry Shows Dates Market October 20- 23, Buck Wilson TX 2014 Travel Agent (TA) Travel Adventure Oct 25-25,2014 consumer World Travel Market 11/3-6/2014 Intl. Tour op Visit Florida Trade 11 tbd/2014 TA—GA Visit Florida Trade 11 tbd/2014 TA - Boston November 17-18, RTO Summit 2013 Tour Operator December 9- Luxury Travel Exchange 11,2014 TA Florida Huddle January 14-16,2105 Tour Operator NTA Jan 18- 22, 2015 Tour Operator NY Times Travel Show Jan 23-25, 2015 TA& consumer Boston Globe Feb 6 - 8, 2015 TA & consumer Buck Shows March 2-4,2015 TA Visit Florida Trade March tbd/2015 TA- Chicago Travel Adventure Show March 21-22,2015 consumer ITB March 6-10, 2015 WTM Latin America April 22 - 24, 2015 TA April 27 - May 1, Tour Brazil Sales Mission 2015 operators/TA/Consumers Visit Florida Trade 5/tbd/2015 TA IPW 5/30-6/3/2015 Tour Operators Home Based Travel Agent Forum Jun-15 TA GTM Jul-15 TA MLT Sep-15 TA 123 Packet Page -1519- NAPLES • MARCO ISLAND �y 10/14/201416.F.3. EVERGLADES �E .--15 Destination Marketing Plan FLORIDA'S PARADISE COAST Implementation of PR/Communication Initiatives Plus Holiday Themes & Topics September 2014 Releases Stone Crab Season & Festival Florida Panther Festival Fall Events Fresh From the Sea— National Seafood Month Digital Press Kits for LPGA and other Golf tournaments—media in attendance Digital Press Kits for Outdoor Media— FL Outdoor Writers Association annual media marketplace Tourism business stats Local issues as needed Media Outreach/Response Topics above Local tourism topics/issues All inquiries as needed FAMs Individual: German national news agency DPA—Top USA Beaches Brazil top consumer travel magazine Viagem e Tourismo—Cover Feature: Florida outside Miami/Orlando Blogs & Content Development Panther Partnership Stone crab, Fall Naples International Film Festival Projects RFQ for Media Monitoring/Evaluation/Database/Social Media System RFQ for digital photo/video storage and distribution system for PR October 2014 Releases Celebrate the Arts Month (November) Stone Crab Festival Panther Festival Halloween Upcoming December Holiday Celebrations What's New/Top Destination Stories, Themes—for VISIT FLORIDA partner selection for November New York media event Re-opening of Naples Botanical Garden Children's Museum events, latest news Media Outreach/Response Topics above Local tourism topics/issues FAMs Stone Crab Festival & Experience Paradise Coast 124 Packet Page -1520- 10/14/2014 16.F.3. NAPLES MARCO ISLAND EVERGLADES f� Destination Marketing Plan FLORIDA'S PARADISE COAST Brazil Media Group FAM—Oct 23-27 USA Food Media— Individuals, may join some Brazil group activities Individual as needed Blogs & Content Development Stone Crab Sea Turtle video segment C'mon segment—Punkin Chunkin b roll and overall segment Projects Finalize updated Social Media Plan Holiday Themes & Topics—Potential Focus for Social Media Apple Month National Seafood Month Pear and Pineapple Month Pizza Month Spinach Lovers Month National Taco Day: 4 Stop Bullying Day: 9 (2nd Wednesday) World Food Day: 16 National Pasta Day: 17 National Chocolates Day: 28 Card Making Day: 5 Sourest Day: 25 November 2014 Releases Golf in Paradise (Including LPGA, Franklin Templeton Shootout, ACE Group Classic) What's New 2015 Holiday Celebrations Media Outreach/Response Topics above Local tourism topics/issues Media in attendance at Golf events FAMs Possible group availability for early November Individual as needed Blogs & Content Development Stone Crab Video segment: Spotting Wildlife/Wildlife Rehab Video segment: Foodie Paradise Video segment: Everglades exploration with famous songwriter Projects Hopefully selected for VISIT FLORIDA November New York Media Events NYC desk sides with LHA Holiday Themes & Topics— Potential Focus for Social Media Military Family Appreciation Month 125 Packet Page -1521- T y � = 10/14/2014 16.F 3 NAPLES MARCO ISLAND EVERGLADES � � De tin i©n Marketing Plan FLORIDA'S PARADISE COAST National Peanut Butter Lovers Month Plum and Pomegranate Month Link Pursuit of Happiness Week: 7-13 http://www.friendshipandgoodwill.orq/observances.html National Family Week: 24-30 National Gin Day: 7 National Pickle Day: 14 National Philanthropy Day: 15 Vegan Month Stress Awareness Day: 6 December 2014 Releases Winter Offers What's New Swamp Festival Media Outreach/Response Topics above Local tourism topics/issues VISIT FLORIDA— National Geographic: work on Everglades film initiative (ongoing effort) FAMs Individual as needed — keep in mind Holiday decorations up—not appropriate for evergreen story/photos Blogs & Content Development Holiday in Paradise— blog, video segment Projects Assist/review creative development for winter campaign January 2015 Releases Romance/Valentine's Day in Paradise 2015 Calendar of Events Media Outreach/Response Topics above Local tourism topics/issues FAMs Early January possible press availability for Group— Digital Media, etc. Possible FAM tie-in with Southwest FL Birding & Wildlife Festival (Rookery Bay) Begin planning for individual and possible VISIT FLORIDA group FAMs pre and post-IPW in May (IPW in Orlando). Blogs & Content Development Everglades exploration video segment, blog, article Holiday Themes & Topics— Potential Focus for Social Media International Creativity Month Global Family Day: 1 National Peanut Butter Day: 24 126 Packet Page -1522- 10/14/2014 16.F.3. NAPLES MARCO ISLAND • EVERGLADES � -1 5 Destination Marketing Plan FLORIDA'S PARADISE COAST Spouses Day: 26 February 2015 Releases RomanceNalentine's Day in Paradise Spring Media Outreach/Response Topics above Local tourism topics/issues FAMs Very limited hotel availability. Individuals as appropriate. Planning for IPW FAMs Blogs & Content Development Everglades exploration video segment, blog, article Holiday Themes &Topics—Focus for Social Media Grapefruit Month National Mend A Broken Heart Month National Weddings Month Relationship Wellness Month International Friendship Week: 4-8 Celebration of Love Week: 10-16 (Second Full Week) National Pancake Week: 10-16 International Flirting Week: 10-16 (Week of Valentine's Day) Brotherhood/Sisterhood Week: 17-23 (Always 3rd Week) World Nutella Day: 5 Margarita Day: 22 Tortilla Chip Day: 24 March 2015 Releases Spring/Summer Events Stress Awareness Month (April)—Spa Offerings, Fitness Media Outreach/Response Topics above Local tourism topics/issues FAMs Very limited hotel availability. Individuals as appropriate. Planning for IPW FAMs Blogs & Content Development Fishing—video segment, blog, web article, updates to web section Projects Assist, review creative for Spring/Summer campaign 127 Packet Page -1523- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES -�-`- 4 15 Destination Marketing Plan FLORIDA'S PARADISE COAST �- Holiday Themes &Topics— Focus for Social Media Berries and Cherries Month International Women's Month National Week of the Ocean: 31-4/6 National Peanut Lovers Day: 1 Daughters'and Sons' Day: 3 (First Sunday in March) Absolutely Incredible Kid Day: 15 National Chocolate Caramel Day: 19 Easter: 31 Women's Day: 8 Day of Awesomeness: 10 Pi Day: 14 April 2015 Releases Pet Friendly Paradise for National Pet Month (May) Worry-Free Honeymoons Media Outreach/Response Topics above Local tourism topics/issues FAMs Limited hotel availability. Individuals as appropriate Finalize plans for IPW FAMs Blogs & Content Development Wedding and honeymoon tips New pet friendly video segment Holiday Themes &Topics— Focus for Social Media Stress Awareness Month National Dance Week: 26-5/4 National Fun Day: 1 National Peanut Butter and Jelly Day: 2 National Stress Awareness Day: 16 (First Workday After Income Taxes Are Due) National Golf Day: 18 National Kids and Pets Day: 26 National Pretzel Day: 26 Kindergarten Day: 26 Dance Day: 26 RiKav Releases Celebrating Families of All Generations Media Outreach/Response Topics above Local tourism topics/issues FAMs Major Project: Pre-IPW international press group and individual visits May 28-30 Possible digital media press trip 128 Packet Page -1524- 10/14/2014 16.F.3. NAPLES MARCO ISLAND EVERGLADES arnill15 Destination Marketing Plan PLORIDA'S PARADISE COAST ; Family-themed trip Individuals as needed Blogs & Content Development Family Fun Sea Turtle Season Holiday Themes &Topics—Focus for Social Media Creative Beginnings Month Family Wellness Month Grapefruit and Kiwi Month National Barbeque Month National Hamburger Month National Salad Month National Salsa Month (the food) Tennis Month National Family Month (5/12 to 6/16) Global Love Day: 1 Cinco de Mayo: 5 Mother's Day: 12 International Day of Families: 15 National Chocolate Chip Day: 15 International Museum Day: 18 World Turtle Day: 23 June 2015. Releases Summer Events Hot New Restaurants —for National Culinary Month (July) Media Outreach/Response Topics above Local tourism topics/issues FAMs Major Project: Post-IPW international press group and individual visits June 3-5 Group and individuals as needed. Blogs & Content Development Dining Holiday Themes & Topics — Focus for Social Media Gay& Lesbian Pride Month Lemon and Mango Month National GLBT Awareness Month National Fruit and Veggies Month (Also September) National Ice Tea Month World Oceans Day: 8 Father's Day: 16 Drawing Day: 1 Environment Day: 129 Packet Page -1525- NAPLES • MARCO ISLAND 1 16.F 3 EVERGLADES - r,n :4=i;012014-15 Destination Marketing Plan FLORIDA'S PARADISE COAST Social Media Day: 30 Jury 2015 Releases Pet Friendly Paradise for National Pet Month (May) Worry-Free Honeymoons Media Outreach/Response Topics above Local tourism topics/issues FAMs Limited hotel availability. Individuals as appropriate Blogs & Content Development Wedding and honeymoon tips New pet friendly video segment Holiday Themes &Topics — Focus for Social Media Family Reunion Month Family Golf Month Mango and Melon Month National Blueberries Month National Ice Cream Month National Hot Dog Month National Share A Sunset With Your Lover Month Everybody Deserves A Massage Week: 14-20 International Kissing Day or World Kiss Day: 6 Pina Colada Day: 10 National Ice Cream Day: 21 (3rd Sunday) National Milk Chocolate Day: 28 Parents' Day: 28 (4th Sunday) August 2015 Releases Fall Romance— Back to School/Empty Nesters Media Outreach/Response Topics above Local tourism topics/issues FAMs Limited hotel availability. Individuals as appropriate Blogs & Content Development Fall for Fun Holiday Themes & Topics — Focus for Social Media Golf Month Happiness Happens Month 130 Packet Page -1526- 10/14/2014 16.F.3. NAPLES • MARCO ISLAND EVERGLADES .-�- 614-15 Destination Marketing Plan CLORIDA'S PARADISE COAST 1417 tr F; Orange and Papaya Month Girlfriend's Day: 1 International Beer Day: 2 Watermelon Day: 3 Friendship Day:4 (First Sunday) National Kids' Day: 4 (First Sunday) Sister's Day: 4 (First Sunday) Happiness Happens Day: 8 National Waffle Day: 24 September 2015 Releases Fall Events Fresh From the Sea—for National Seafood Month Media Outreach/Response Topics above Local tourism topics/issues FAMs Limited hotel availability. Individuals as appropriate Slogs & Content Development Seafood —Fishing, Dining Holiday Themes & Topics— Focus for Social Media National Fruit and Veggies Month (Also June) National Honey Month Passion Fruit and Peach Month Women's Friendship Month National Hispanic Heritage Month (September 15-October 15) National Singles Week: 15-21 National Keep Kids Creative Week: 22-28 (Last Week) National Grandparent's Day: 8 (First Sunday after Labor Day) Family Health and Fitness Day USA: 28 (Last Saturday) 131 Packet Page -1527- >� s �c� ISLAND � - 10/14/2014 16.F.3. EVERGLADES 4.1 5 Destiationlarktin 'Zara FLORIDA'S PARADISE COAST Sports Marketing Implementation October - December • Meet with FBU organizers monthly and then weekly on details of the December event • Work with Paradise Advertising video team to create and produce new sports specific videos for use on website, event pitches and social media • Meet with local stakeholders and partners for additional events January - March • Continue to develop relationships with event rights holders from throughout Florida and the country • Continue to develop grant programs and make it easier April -June • Attend the major sports conferences, host 10-12 NGB executives in November, and plan to bring in additional executives for personal familiarization trips July -September • Further develop field sports events and research need for additional facilities for expanding sports event opportunities. • Some fields will be out of service for annual maintenance so concentrate on other venues such as Sugden Park lake events, beach sports and training camps for rowing. 132 Packet Page -1528- 10/14/2014 16.F.3. NAPLES MARCO ISLAND f EVERGLADES - Destination Marketing Plan PLORIDA'S PARADISE COAST Film & TV Commission Marketing Calendar JAN London Production Show - U.K. FEB Rally in Tally-Tallahassee, FL [Legislative] MAR South by Southwest-Austin, TX APRIL MIPTV Media Market - EU MAY Film FL Board/KFTV ad JUNE Produced by-Los Angeles, CA AUG FL Gulfcoast Film Commissions Coalition SEPT Film FL Board OCT Independent Film Week, Lincoln Center, NYC DEC Film FL Board 133 Packet Page -1529- NAPLES MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES 14-1 5 Destination Marketing 'Plan FLORIDA'S PARADISE COAST BUDGETS 134 Packet Page -1530- * 10/14/2014 16.F.3. NAPLES • MARCO ISLAND EVERGLADES X14- 5 Destination Marketing Plan GLORIDA'S PARADISE COAST TOURISM/CVB BUDGET RECAP FY 15 FY 15 FY 14 FY 13 FY 12 FUND 194-ADMINISTRATIVE COSTS Personal Services (Salaries) $902,900 $863,000 $652,900 $580,800 Operating Expenses $466,300 $352,900 $397,800 450,100 Indirect Cost Reimbursements $61,000 $57,300 $71,900 101,100 Capital Expense $15,000 $37,000 $0 0 TOTAL OVERHEAD COST $1,445,200 $1,310,200 $1,122,600 Transfers: Fund 184 Advertising & Promotion $411,400 $302,600 $97,500 227,400 Emergency Advertising Fund 196 $0 $0 $266,500 43,000 Tourism Office Space/Utility Cost to Fund 113 $0 $58,000 $58,000 Tax Collector Fees $42,000 $41,700 $41,700 37,900 TOTAL TRANSFERS $453,400 $402,300 $463,700 Reserve- Revenue Hold Back -$15,000 $0 $0 0 TOTAL FUND 194 ADMINISTRATIVE EXPENSES $1,883,600 $1,712,500 $1,586,300 $1,440,300 7t,�`� �imt„��i•;:?� t.*x ,s�f , ,-�....w FUND 184- MARKETING & PROMOTION Group Meeting Support $277,000 $345,800 Advertising $4,000,000 $3,500,000 $2,300,000 $1,785,600 Contractual Services $2,265,300 $1,893,700 $1,796,400 1,424,500 Travel Expenses $152,400 $146,000 $117,800 108,000 Promotional & Sponsorships $1,110,600 $914,900 $220,900 214,800 Postage, Insurance, Printing $56,500 $16,200 Trade Show Registrations $286,000 $235,300 $131,900 125,100 TOTAL MARKETING & PROMOTION EXPENSES $8,147,800 $4,583,200 Tax Collector Fees $118,000 $108,800 $89,800 $82,100 Indirect Cost Reimbursements $29,700 $39,700 $25,600 33,000 Reserves-Contingency& Cash Flow $1,103,100 $198,700 $0 TOTAL FUND 184- MARKETING AND PROMOTION $9,398,600 $7,382,900 $4,698,600 $3,773,100 FUND 193- MUSEUM GRANTS Non-County Owned/Operated Museum Grants $379,600 $50,000 $315,500 287,300 Tax Collector Fees $8,600 $8,600 $8,600 7,800 Indirect Cost Reimbursements $1,400 $2,000 $800 1,200 Carry forward & Reserves $900,300 $574,400 0 TOTAL FUND 193 MUSEUMS $1,289,900 $635,000 $324,900 $296,300 rz, rr',.�'+ �Y " 9a�,',.a °'{ r- s�° '°'s^.' "s.rs+� +� rn r ,�5y^^' * l„.,,.,-l ., _ .1. ,: .R Wit:,,_ .��...,.7:7 ,.�.,, �. �. . �,,, �..7 ,� 7. 7 s�.�., :1 �.,, : . , .. FUND 196- EMERGENCY ADVERTISING Operating Expenses $0 $500,000 $317,900 Transfer to 184- Group Incentives $3,300 $95,800 Indirect Cost Reimbursements $2,600 $2,100 $3,000 Carry Forward- Reserves $768,100 $192,600 $1,000,000 957,000 TOTAL EMERGENCY ADVERTISING RESERVE $774,000 $790,500 $1,320,900 $1,000,000 TOTAL TOURISM MARKETING & ADMINISTRATIVE BUDGET $13,346,100 $8,808,400 $6,344,400 $6,509,700 x .56: ' .- ,. ` vsa """! y i a•x #�,`' :r ra x sa?, y ,?` 'T . .�. ,.?:. _ -' �;. t' a, 'a�'�":..e} i.;:a`"k ^�..�«a: c..�.ti."'. u�, .�ti,.,zS-:i°'"`' as •t,su°�,.`..•:Yi; ., `� _ ,F `�":n FUND 198 COUNTY OWNED MUSEUMS 135 Packet Page-1531- NAPLES MARCO ISLAND 10/14/2014 16.F.3. EVERGLADES -�-�--- „to� - Destination' arketing Plan FLORIDA'S PARADISE COAST Operating Budget from TDC Tax $1,722,300 $1,686,200 $1,589,300 $1,452,700 Tax Collector Fees $34,000 $33,000 $33,000 $28,700 Transfers & Reserves $503,900 $204,000 $201,200 $132,900 TOTAL COUNTY MUSEUM OPERATIONS $2,260,200 $1,923,200 $1,823,500 $1,614,300 BEACH RENOURISHMENT FUND 195 $27,568,900 $21,100,900 $5,881,500 $6,430,100 BEACH PARK CAPITAL PROJECTS FUND 183 $8,894,900 $9,029,300 $8,760,400 $2,144,400 BEACH PROJECTS ADMIN FUND 185 $700,200 643300 $663,300 0 TOTAL BEACH PROJECT OPERATING BUDGET $37,164,000 $30,773,500 $15,305,200 $8,574,500 TOURISM ADMIN 194 $1,883,600 MARKETING &PROMOTION 184 $9,398,600 MUSEUM GRANTS 193 $1,289,900 COUNTY MUSEUM OPERATING 198 $2,260,200 EMERGENCY ADVERTISING 196 $774,000 BEACH RENOURISH/MAINT-195 $27,568,900 BEACH PARK PROJ.-183 $8,894,900 BEACH ADMIN 185 $700,200 TOTAL FY 15 TOURIST TAX BUDGET $52,770,300 r TOURISM ADMIN BEACH ADMIN 185, $1,883,600,ADMIN 194, 194 BEACH PARK $700,200, 1% MARKETING& ,883,600,4% PROMOTION 184, Ix MARKETING& PRO1. 183,$8,894,900, $9,398,600,18% PROMOTION 184 17% MUSEUM GRANTS MUSEUM 193,$1,289,900,2% GRANTS 193 . `COUNTY MUSEUM m COUNTY OPERATING 198, MUSEUM V,`,544,Ptf IV $2,260,200,4% OPERATING 198 ' }' ' r " it EMERGENCY b ADVERTISING 196 '1514-t BEACH BEACH ? RENOURISH/ EMERGENCY MAINT-195 BEACH PARK '4;45 ADVERTISING 196, PRO1.-183 $774,000,2% BEACH RENOURISH/ MAINT-195, $27,568,900,52% 136 Packet Page -1532- NAPLES - MARCO ISLAND} ` . ' 10/14/2014 16.F.3. " } 'rte ,'x,' EVERGLADES .-___ t 1 Destination Marketing Plan cLORIDA'S PARADISE COAST , ," TOURISM ADMIN (OPERATING EXPENSES) FY 15 FY 14 FY 13 FY 12 Fund 194 PERSONAL SERVICES Regular Salaries $607,237 $571,761 $422,675 $426,471 Deferred Comp Match $3,500 $3,000 $3,000 3,000 Parks & Rec. Shared Cost-Sports Position $0 $52,000 $0 503 Salary Adjustments $15,216 $0 $17,875 0 Benefits (FICA, Hosp Ins, Retirement) $259,047 $380,539 $156,210 149,626 Other Salaries $16,000 $51,940 PERSONAL SERVICES SUB $901,000 Workers Comp $1,900 $1,700 $1,200 1,200 TOTAL PERSONAL SERVICES $902,900 $1,009,000 $652,900 $580,800 OPERATING EXPENSES Contractual Services Book Direct-JackRabbit Booking Engine $33,000 $24,000 $11,700 21,000 Clean Pix $15,000 $12,000 $12,000 20,000 Storage Contractor $700 $700 $700 1,000 iDSS $7,500 $7,500 $7,500 6,000 EnFlyer $1,000 $1,000 $1,000 2,000 Visa Vue Research $0 $12,000 $12,000 11,600 ReelScout Film Library $5,000 $5,000 $8,400 900 Sports Coordinator Salary 1/2 Share-P&R $45,000 $0 $52,000 Info Center Coordinator- Naples COC $65,000 $65,000 $65,000 65,000 Impact Calculator $10,000 $10,000 $10,000 Sports Marketing Contractor(SCCC) $0 $0 $17,000 Fiscal Tech Support-Job Bank $42,000 $42,000 Sub Total Contractual Services $224,200 $179,200 $197,300 $127,500 Minutes & Records for TDC Meetings $3,600 $3,600 $3,000 1,500 IT Services Charge-Computers & Phones $34,600 $25,500 $25,400 24,700 Staff Mileage Reimbursement $8,400 $3,200 $3,200 2,200 Staff Travel for Regional Meetings/Training $25,000 $2,500 $3,600 2,200 Cellular Phones- Sales Staff $13,500 $13,500 $9,000 9,000 Office Telephones $3,600 $5,300 $5,000 4,200 Postage/Freight/Fed Ex-Shipping to trade shows $11,400 $10,400 $15,400 15,400 Rent for Tourism Office 2660 N. Horseshoe $75,000 $0 $0 4,000 Rent for Film Office at Norris Center& Phone $9,900 $8,400 $8,400 66,400 Rental Charges- Motor Pool $200 $200 400 Fleet Maint & Parts $5,200 $3,800 3,800 Fleet- Fuel $3,300 $4,100 3,600 Insurance- General &Auto $6,300 $5,900 $5,400 5,600 Lease Office Equipment $6,000 $6,000 $5,900 3,000 Printing-Outside $0 $1,000 1,000 Office Supplies $10,400 $10,400 $7,900 6,400 Legal Ads $500 $500 1,000 Trade Show Booth Decor $8,000 $15,000 $10,000 12,000 Office Furn- Non-Capital $5,000 $6,000 $5,000 5,000 Video Production Equipment $7,500 $3,000 $0 3,900 Books, Subscriptions $3,600 $700 800 Dues & Memberships $22,600 $14,800 $29,900 29,000 Training- Staff $1,000 $2,000 2,800 137 Packet Page -1533- NAPLES MARCO ISLAND 10/14/201416.F.3. : EVERGLADES =.� i14-15 Destination Marketing Plan FLORIDA'S PARADISE COAST Office Furniture-Capital $7,500 $0 1,000 Miscellaneous Operating Expenses $85,900 $51,100 68,700 Indirect County Services Costs $61,000 $57,300 $71,900 101,100 TOTAL OPERATING EXPENSES $419,000 $190,800 $272,400 $633,700 Transfers Tax Collector Fees $42,000 $41,700 $41,700 37,900 GMD- Fund 113 for TDC Office Space & Utilities $0 $5,800 $58,000 Fund 184 Advertising & Promotion $295,500 $302,600 $97,500 227,400 Emergency Advertising Fund 196 $0 $0 $266,500 43,000 Total Transfers $337,500 $350,100 $463,700 $308,300 GRAND TOTAL ADMINISTRATIVE EXPENSES $1,883,600 $1,729,100 $1,389,000 $1,522,800 PERSONNEL $902,900 CONTRACTUAL $224,200 OPERATING $419,000 TRANSFERS $337,500 $1,883,600 TOURISM ADMIN. EXPENSES DPERSONNEL 0 TRANSFERS, PERSONNEL, $337,500, 18°/ DCONTRACTUAL $902,900, 48% 0OPERATING o OPERATING.,., $419,000, 22% OTRANSFERS ® CONTRACTUAL , $224,200, 12% 138 Packet Page -1534- 'a 10/14/2014 16.F.3. NAPLES • MARCO ISLAND , EVERGLADES ,b t. _,,,- -,---- -415 Destination Marketing Pan �LORIDA'S PARADISE COAST , � = ii MARKETING, PROMOTION,ADVERTISING, PR FY15 FY14 FY13 FY12 Funds Fund FUND Fund 184/194* 184/94* 184/194* 184/194* Paid Advertising-Agency of Record $4,000,000 $3,500,000 $2,300,000 $2,000,000 Co-op Advertising - Partner Contributions -$150,000 -$125,000 -$100,000 -$120,000 Heritage (Museums) Marketing Efforts $100,000 $100,000 Air Service Marketing $200,000 Net Paid Advertising $4,150,000 $3,375,000 $2,200,000 $1,880,000 Promotions/Sponsorships $340,100 $220,900 Travel &Tradeshows $438,600 $265,900 Contracted Services: Paradise Advertising-Service Fee $400,000 $450,000 $300,000 300,000 Lou Hammond PR $198,000 Phase V- Fulfillment& Inquiry $150,000 $130,000 $130,000 130,000 Miles Media-Visitor Guide $35,000 $35,000 $35,000 35,000 Miles Media -Websites $234,600 $227,500 $180,000 155,000 Research Data Services $125,000 $125,000 $114,900 114,000 S&M Technologies-SEO $75,000 $75,000 $50,000 38,000 OMMAC - UK Representation $200,000 $200,000 $186,300 186,300 DiaMonde- European Representation $150,000 $150,000 $146,000 146,000 Brazil Representation $50,000 $50,000 IDSS* $7,500 $7,500 Book Direct- Hotel Reservations system* $33,000 24000 Media Monitoring $46,000 Visa Vue Research w. Visit Florida $0 12,000 $12,000 11,600 Smith Travel Research $7,500 $6,900 $6,400 6,400 United Arts Association $25,000 $24,000 $24,000 24,000 Naples Chamber* $65,000 65,500 $65,000 65,000 Total Contracted Services $1,801,600 $1,582,400 $1,249,600 $1,211,300 Marketing Grants (Cat. B): Naples Intl. Film Festival $0 $0 $0 10,000 Art Naples World Festival $25,000 $25,000 $50,000 25,000 Corrigan Sports- Lacrosse $0 $0 $0 10,000 Everglades Seafood Festival $25,000 $0 $0 0 Stone Crab Festival $0 $25,000 $13,000 Sports Marketing Grants $100,000 Mktg Grant Contingencies $50,000 $75,000 $62,000 5,000 Total Grants $200,000 $125,000 $125,000 50,000 Insurance $0 $16,300 Indirect Cost Reimbursements $29,700 $39,700 $115,400 33,000 TOTAL MARKETING &ADVERTISING $4,176,800 $3,174,300 FUND 184 & 194 $6,960,000 $5,138,400 139 Packet Page -1535- NAPLES MARCO ISLAND . 10/14/2014 16.F.3. EVERGLADES 1:4-15 Destination Marketing Plan: FLORIDA'S PARADISE COAST PAID ADVERTISING - NET $4,150,000 TRAVEL& PROMOTION $486,800 PROMOTIONS & SPONSORSHIPS $241,900 CONTRACTED SERVICES $1,401,600 MARKETING GRANTS $200,000 INDIRECT COSTS $29,700 INTERNATIONAL $450,000 $6,960,000 0 INDIRECT MARKETING, PROMOTION &ADVERTISING COSTS, $29,700, 0% 0 INTERNATIONAL, 0 CONTRACT ► $450,000, 6% 0 MARKETING OPAID ADVERTISING- SERVICES, NET $1,401,600,20% $200,000, 3% ®TRAVEL& PROMOTION 0 PROMOTIONS & ' 0 PROMOTIONS & SPONSORSHIPS, PAID SPONSORSHIPS $241,900, 4% TRAVEL& ADVERTISING Ili 000NTRACTED PROMOTION, NET, $4,150,000, SERVICES $486,800, 7% 60% 140 Packet Page -1536- 10/14/2014 16.F.3. NAPLES - MARCO ISLAND i'l EVERGLADESt� �.. *i f 4-15 Destination Marketing Plan cLORIDA'S PARADISE COAST ;: GROUP SALES DEPT. BUDGET `' FY 15 FY 14 FY 13 FY 12 FUND Fund FUND FUND 184/194* 184/194* 184194* 184/194* Promotional Items Debi $4,000 $8,000 $10,000 $10,000 Sponsorship of Meeting & Events $60,000 $30,000 $50,000 50,000 Site Visits $5,000 Trade Show Registrations- Debi $70,000 $100,000 $65,000 60,000 Trade Show Booth Décor* $2,000 $15,000 $12,000 12,000 Sales Dues & Memberships* $2,000 $6,000 $4,800 2,300 Debi Sales Travel $42,000 $52,000 $35,000 30,000 Brochure Distribution $2,000 $13,000 $12,000 10,000 Mileage - Local* $700 $500 $500 500 Shipping to Shows* $2,000 $10,000 $11,000 10,000 Sales Missions $35,000 $0 $0 0 Fam Trip Support $15,000 $30,000 $30,000 30,000 Freelance Art & Video $15,000 $0 $0 5,000 Printing of Invitations $500 $0 $0 1,000 Group Meeting RFP Incentives $100,000 $345,800 $0 260,000 TOTAL SALES & MARKETING BUDGET $355,200 $610,300 $230,300 REGISTER- SHOWS $70,000 TRAVEL- SHOWS & CONF $42,000 SPONSOR & PROMOS $66,000 SALES MISSIONS $35,000 RFP INCENT $100,000 FAMS & SITES $20,000 OPERATING- SALES $22,200 $355,200 . ..............._.__........ FAMS&SITES, OPERATING- $20,000,6% SALES,$22,200,6% REGISTER-SHOWS, $70,000,20% g"REGISTER-SHOWS RFP INCENT, 4 $100,000,28 :�� '" TRAVEL- TRAVEL SHOWS& SHOWS& CONF ?" CONF, h, r SPONSOR& �' ,� sA , 42,000,� „ 12% PROMOS _:1' ' Ei SALES MISSIONS . ° L RFP INCENT SPONSOR& SALES MISSIONS, PROMOS, $35,000,10% $66,000,18% 141 Packet Page -1537- NAPLES • MARCO ISLAND 10/14/2014 16.F.3. � EVERGLADES - 5 Destination Marketing Plan FLORIDA'S PARADISE COAST LEISURE SALES BUDGET FY 15 FY 14 FUND 184/194* Fund 184/194* Promotional Items Claudia $4,000 $3,000 Sponsorship of Meeting & Events $10,000 $10,000 Site Visits $0 Trade Show Registrations-Claudia $50,000 $44,000 Intl. Trade Show Registration - Jack $50,000 $35,000 Trade Show Booth Décor* $6,000 $4,000 Sales Dues & Memberships* $2,000 $6,000 Sales Travel- Claudia $32,000 $52,000 Intl Sales & Conference Travel- Jack $50,000 $20,000 Brochure Distribution $2,000 $13,000 Mileage - Local* $700 $1,000 Shipping to Shows* $4,000 $4,000 Sales Missions $0 $0 Fam Trip Support $15,000 $15,000 Printing of Invitations $500 $0 Fund Totals TOTAL SALES & MARKETING BUDGET $226,200 $207,000 REGISTER -SHOWS & CONF $100,000 TRAVEL -SHOWS & CONF $82,000 SPONSOR/PROMO $16,000 FAM'S & SITES $15,000 OPERATING $13,200 $226,200 OPERATING, $13,200,6% FAM'S&SITES, REGISTER-SHOWS $15,000,7% &CONF,$100,000, SPONSOR/PROM � ��.` $16,000,7% $� • TRAVEL-SHOWS& CONF,$82,000, 36% <':REGISTER-SHOWS&CONF L TRAVEL-SHOWS&CONF SPONSOR/PROMO F FAM'S&SITES 142 Packet Page -1538- .- ' 10/14/2014 16.F.3. f NAPLES - MARCO ISLAND EVERGLADES ,t' .�y.,-�- Destination Marketing Plan LORIDA'S PARADISE COAST c*ti SPORTS MARKETING FY 15 FY 14 FY 13 FY 12 Fund FUND Fund Fund 184/194* 184/194* 184/194* 184/194* Media & Web Advertising $25,000 $25,000 $16,000 $16,500 Production $14,000 $15,000 $11,000 10,000 Web site & Social Media Support $9,100 $5,000 $10,000 2,000 Sports Coordinator Position (20 hrs.) * $54,000 $45,000 $52,000 45,000 Contract/Intern Positions-FBU Support $1,000 $0 $0 17,000 Travel -Trade Shows & Conferences $18,450 $10,000 $8,400 8,000 Memberships * $2,300 $1,800 $1,800 2,000 Registrations $14,795 $1,300 $4,600 5,000 Promo Products $6,000 $3,000 $2,500 2,000 Site Visits $1,000 Bid Fees/Sponsorships $12,000 $12,000 Cat. B Sports Event Grants $100,000 $25,000 $25,000 Training * $1,000 Marketing Banners/Event Signs $3,500 Major Event Expense Support $36,000 TOTAL SPORTS MARKETING $298,145 $143,100 $131,300 $107,500 ADVERTS/PROD $39,000 REGISTRATIONS $14,795 TRAVEL $18,450 PROMOTIONS/SITES $19,600 EVENT SUPPORT/GRANTS $148,000 OPERATING $58,300 $298,145 OPERATING, ADVERTS/PROD, REGISTRATIONS, $58,300, 19% ..-,-7-,r.,:-.,-..,„ $39,000, 13% $14,795,5% 1.:-4 TRAVEL,$18,450, ADVERTS/PROD w 1,::. 4 ,91'.,',-4,--, 1 6% REGISTRATIONS ,V 1 - TRAVEL � W W ; F PROMOTIONS/ ‘4:::,',._. SITES EVENT SUPPORT/ - PROMOTIONS/ GRANTS,$148,000, SITES,$19,600,7% 50% 143 Packet Page -1539- NAPLES • MARCO ISLAND 10/14/201416.F.3. EVERGLADES -r- 11415 Destination Marketing Plan FLORIDA'S PARADISE COAST PUBLIC RELATIONS DEPT.' BUDGET FY15 FY14 FY13 FY12 FUND FUND FUND FUND 184/194* 184/194* 184/194* 184/194* Contractual Services: Blueway Website-Miles $5,000 $10,000 $5,000 $5,000 Media Monitoring Services $46,000 $30,000 $16,000 16,000 CleanPix * $15,000 $20,000 $12,000 $20,000 E-News Distribution * $1,000 $3,500 2,000 Video, Audio, Still Production $90,000 $85,000 $80,000 45,000 Constant Contact $4,000 LHA PR $198,000 $185,000 $165,000 160,000 Contractual Sub Total $358,000 $331,000 $281,500 PR Social Media Boosts $6,000 Promotional Products $1,650 $2,000 $1,500 1,500 Press Sponsorships- FOWA Conf $5,000 $5,000 $2,500 3,000 Press Release Distribution @ Shows $2,000 $1,500 $1,500 1,500 Individual & Group Writer Fams $38,500 $30,000 $35,000 20,000 Travel- Regional/Local $5,000 $1,500 $1,500 1,000 Travel- Media Missions $35,000 $15,000 $15,000 15,000 Area Promotions $0 $2,500 $2,500 3,000 Newswire Distribution $2,000 $3,000 $3,000 2,500 Printing - P R Releases/Kits/Invites $200 $2,000 $2,000 1,500 Award Submissions $1,000 $2,000 $2,000 Show & Conference Registrations $4,000 $4,000 $4,000 7,000 Memberships * ATTA $1,000 0 0 0 PRSA $1,050 900 600 600 SATW $600 500 500 500 See SW FL $100 100 100 100 OWAA $400 400 400 400 FOWA $150 150 150 200 Naples Zoo $100 100 100 100 HSMAI $395 225 225 300 Misc. Memberships $125 125 125 Sub Total Memberships $3,920 $2,500 2,200 Mileage Reimb *(See Local Travel) $0 $1,000 $1,000 2,000 Training & Development * $2,000 $2,000 $2,000 2,800 Cell Phone * $0 $0 $0 1,000 Shipping to/from Shows * $0 $0 $0 1,000 Subscriptions * $3,000 $400 $400 400 Equipment- Video & Photography * $10,000 $10,000 $0 5,000 Sub Total PR Marketing Expenses $86,900 $3,400 TOTAL PUBLIC RELATIONS $477,270 $417,900 $81,700 $318,400 144 Packet Page -1540- 10/14/2014 16.F.3. NAPLES • MARCO ISLAND EVERGLADES �---- = Destination Marketing Plan LORIDA'S PARADISE COAST CONTRACTUAL $358,000 PROMOTIONAL $60,350 TRAVEL/REGISTR $40,000 OPERATING $15,000 MEMBERSHIPS $3,920 $477,270 TRAVEL/REG ISTR,--- OPERATING, -- -------_-- ----------.�.----------- $40,000,8% $15,000,3% MEMBERSHIPS, 3,920,1% PROMOTIONAL $60,350,13% CONTRACTUAL IF PROMOTIONAL t TRAVEL/REGISTR L OPERATING E MEMBERSHIPS CONTRACTUAL, $358,000,75% 145 Packet Page -1541- MAPLES ARC ISLAND 10/14/2014 16.F.3. EVERGLADES y-- . � -15 De m on Marketing Plan 4: -i FLORIDA'S PARADISE COAST ' _ FILM OFFICE BUDGET FY 15 FY 14 FY 13 FY 12 FUND Fund 184/194* FUND 184194* FUND 184/194* 184/194* Registrations $10,395 $25,000 $9,200 $7,300 Promotional Items $300 $400 $300 200 Sponsor Events $500 $500 $2,000 2,000 Mileage* $200 $200 $200 200 Travel - Out of Market $16,500 $17,000 $14,400 10,000 Cell Phone* $1,550 $0 $0 1,000 Office Phone* $1,000 $1,500 $1,500 1,500 Office Rent* $8,400 $8,400 $8,400 $8,400 Postage & shipping* $350 $400 $400 350 Printing $200 $200 $200 200 Office Supplies* $400 $400 $400 400 Dues & Memberships* $1,250 $1,300 $1,300 $1,300 Subscriptions* $592 $400 $400 400 Training* $0 $0 $0 Advertising $1,125 $700 $700 500 Production Guide Printing $0 $0 $0 0 Web Site Maintenance $10,000 $0 Digital Camera $0 $0 Photo Production $0 $0 Reel Scout Contract/url Register* $5,060 $5,000 $900 $900 FILM OFFICE TOTALS $57,822 $61,400 $40,300 $20,200 REGISTER $10,395 TRAVEL $16,500 CONTRACTUAL $15,060 ADVERTISE $1,125 SPONSOR/PROMO $800 OPERATING $13,942 $57,822 OPERATING, REGISTER, SPONSOR/ $13,942,24% $10,395, 18% PROMO,$800, 1% i REGISTER 3 TRAVEL . 4 CONTRACTUAL t fi ADVERTISE � SPONSOR/PROMO OPERATING ADVERTISE, , TRAVEL,$16,500, $1,125,2% .< '" 29% CONTRACTUAL, $15,060,26% 146 Packet Page -1542- x 10/14/2014 16.F.3. NAPLES • MARCO ISLAND �� ', EVERGLADES � r . �---.-- � - D e tin ion Marketing Plan GLORIDA'S PARADISE COAST ` s � Apr UK/IRELAND MARKETING FY 15 FY 14 FY 13 FY 12 FY 11 Fund 184 OMMAC, LTD Service Fees $120,000 $120,000 $120,000 $120,000 $120,000 Travel $16,069 $16,000 $16,135 $22,970 25,100 Registration Fees $8,600 $10,000 $9,350 $17,230 16,750 Brochure Dist. $4,926 $4,900 $4,850 $4,000 4,700 Sponsorships $6,100 $6,000 $6,100 $35,800 33,450 Promotions & T 0 Co-ops $41,345 $40,300 $40,915 Office Expenses $2,960 $2,800 $2,650 OMMAC SUB TOTAL $200,000 $200,000 $200,000 $200,000 $200,000 UK MARKETING Promotions& Office Expenses T 0 Co-ops 2% 21% Sponsorships Brochure Dist. 2% %"'"' Registration Fees 4% Travel 8% 147 Packet Page -1543- 10/14/2014 16.F.3. NAPLES • MARuO ISLAND i EVERGLADES =� -- Destination Marketing Play FLORIDA'S PARADISE COAST ; EUROPEAN MARKETING FY 15 FY 14 FY 13 FY12 FY 11 Fund 184 DiaMonde Marketing, Germany Service Fee $102,000 $102,000 $102,000 $102,000 $102,000 Travel $17,000 $17,500 $17,000 $17,000 13,780 Marketing & Promotions $22,700 $22,200 $21,138 Tour Op. Co-Ops $45,000 $45,000 $43,810 $48,700 PR and Media Events $2,531 $2,800 $3,195 Registrations $5,769 $5,500 $6,551 $24,900 $16,804 Membership Dues $2,000 $2,000 $2,066 $2,400 1,755 Promo Items $3,000 $3,000 $4,240 $5,000 65,661 DiaMonde Total $200,000 $200,000 $200,000 $200,000 $200,000 PR and Media Registrations, Membership Dues, Events,$2,531,1% $5,769,3% / $2,000,1% Promo Items, � „, ," $3,000,2% _`-,:.`?.-• �yN#� �n� 's sue„ 7<ab ff Service Fee Tour Op -,-;..f`::::`-v,; M Travel ""1-'c Marketing& 44 t a Promotions t LE Tour Op.Co-Ops g L.PR and Media Events Marketing& Service Fee, =' Registrations Promotions, Travel,$17,000, $102,000,51% $22,700, 11% 8% 148 Packet Page -1544- 10/14/2014 16.F.3. NAPLES • MARCO ISLAND EVERGLADES ��. 14-1 5 Destination Marketing Flan PLORIDA'S PARADISE COAST BRAZIL MARKETING FY 15 Service Fee $49,500 Advertising $50,000 Co-Op Promotions $50,000 Social Media $10,000 New Collateral $10,000 Trade Show Register $25,000 Fam's- Press Trips $15,000 Contests/Sweepstakes $20,000 TOTAL $229,500 Note: many items will be cost-shared with Palm Beach CVB Fam's Press Trips, $15,000,6%_ Contests/ Trade Show Sweepstakes, II Service Fee Register, $20,000,9% Service Fee, $25,000, 11% $49,500,22% ig Advertising ra _, Co Op Promotions g Social Media � k r New Collateral ' Y. Trade Show Register New Coll,terai, $10,001,4% Fam's Press Trips Co-Op Promotions, " Contests/Sweepstakes Social Media, $50,000,22% Advertising, $10,000,4% $50,000, 22% 149 Packet Page -1545- NAPLES • MARCO ISLAND 4, � ., - 10/14/201416.F.3. EVERGLADES --- - = . . - 5 Destination Marketing Plan FLORIDA'S PARADISE COAST MUSEUM GRANTS -C-2 FY 15 FY 14 FY 13 FY 12 FY 11 (Non-County Owned/Operated) Fund 193 Fund 193 FUND 193 FUND 193 FUND 193 Children's Museum $100,000 $0 $0 $100,000 $100,000 Holocaust Museum $50,000 $20,000 $50,000 30,000 $32,500 Marco Island Museum $0 $0 $0 0 $0 Naples Art Assoc $0 $20,000 $60,000 35,000 $37,500 Naples Botanical Garden $0 $0 $0 75,000 $75,000 Naples Philharmonic $0 $0 $25,000 0 $0 TOTAL MUSEUM GRANTS $150,000 $341,600 $315,500 $287,300 $245,000 Carry forward $900,300 $282,800 $0 $0 11,200 Indirect Cost Reimbursements $1,400 $2,000 $800 $1,200 $0 Contingency $229,600 $301,600 $180,500 47,300 $0 Transfer to Tax Collector $8,600 $8,600 $8,600 $7,800 $6,344 TOTAL C-2 GRANT FUND $1,289,900 $635,000 $324,900 $296,300 $262,544 150 Packet Page -1546- y e 10/14/2014 16.F.3. NAPLES • MARCO ISLAND EVERGLADES 1 141 Destination Marketing Plan FLORIDA'S PARADISE COAST MARKET SEGMENTS FY GROUP MARKET FY 15 Paid Advertising & Promotion $225,000 Digital/Social Media $25,000 Trade Shows & Travel $112,000 Group Incentives $200,000 Sales Missions $35,000 Sponsorships/FAM's $75,000 Public Relations $10,000 Contracted Services $150,000 Production $75,000 TOTAL GROUP $907,000 LEISURE MARKET Paid Advertising $2,189,940 Digital/Social $55,000 Public Relations/Fams $10,000 Contracted Services $300,000 Trade Shows/Promotions $50,000 Marketing Grants $50,000 Sponsorships $10,000 Production $225,000 TOTAL LEISURE $2,889,940 INTERNATIONAL Advertising $150,000 Digital/Social Media $25,000 Reps Service Fees $322,000 Ad Agency Services $10,000 Production $25,000 TOTAL INTERNATIONAL $532,000 MARKET SEGMENT RECAP: GROUP MARKET $907,000 LEISIRE MARKET $2,889,940 $3,796,940 GROUP MARKET, $907,000,24% Nee I' GROUP t-g MARKET LEISIRE • LEISIRE MARKET, MARKET $2,889,940, 76% 151 Packet Page -1547-