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Agenda 09/27/2011 Item #16F 5 Agenda Changes Board of County Commissioners Meeting September 27,2011 Item 9B: Vacancy for District 2 Planning Commissioner to be re-advertised and continued to a subsequent BCC Board Meeting. (Commissioner Hiller's request) Add Item 9D: Recommendation to appoint 2 Commissioners as regular members, 3 Commissioners as alternate members to the Value Adjustment Board. Per Ordinance Number 2011-17 a majority vote of the Board is required to add this document to the agenda since it was submitted following the publication of the printed agenda. (Requested by the Executive Manager of the BCe) Item lOA: Add Commissioner Hiller's evaluation of the County Manager to this agenda item. Per Ordinance Number 2011-17 a majority vote of the Board is required to add this documentto the agenda since it was submitted following the publication of the printed agenda. Continue Item 10D to the October 11. 2011 BCC Meeting: Recommendation to approve and ratify staffs unauthorized Zero Dollar Time Extension Change Order for Professional Engineering Services with Atkins North America, Inc. (previously known as PBS&J) to Work Order No. 4500100227 in order to process final invoice for work completed for "Clam Pass/Bay Estuary," ratify staffs unauthorized action of request for services, and then make a finding of quantum meruit based on the value of the benefit received. (County Attorney's request) Move Item 10L to 16A16: Recommendation to approve the Ribbon Cutting Ceremony for the new Transit Route between Collier County and Lee County to be known as the "LinC" and to authorize the Chairman to sign all applicable agreements associated with use of private property for the event scheduled for October 6, 2011. (Commissioner Henning's request) Item 11A: Add Commissioner Hiller's evaluation of the County Attorney to this agenda item. Per Ordinance Number 2011-17 a majority vote of the Board is required to add this document to the agenda since it was submitted following the publication of the printed agenda. Item BA1: Add Commissioner Hiller's evaluation of the Airport Authority Executive Director to this agenda item. Per Ordinance Number 2011-17 a majority vote of the Board is required to add this document to the agenda since it was submitted following the publication of the printed agenda. Withdraw Item 16AI0: Recommendation to approve Request for Reimbursement as an exception to the County Manager Agency Organization Code ("CMA") # 5346, Reimbursement of Relocation Expenses in the amount of $8,666.67, for Anthony Khawaja, Engineer of Traffic Operations for the Growth Management Division. (Staffs request Need for additional review of back-up materials) Move Item 16A15 to Item 10M: Recommendation to direct the County Manager or his designee to amend the Collier County Land Development Code (LDe) and Right-of-Way Ordinance in regards to storage containers, Planned Unit Development (PUD) Annual Monitoring Reports, specific standards for the location of accessory buildings and structure provisions to include Personal Storage Containers (PODS), number of dogs allowed in residential districts, and exceptions to a Right-of-Way (ROW) permit meeting specific criteria. (Commissioner Hiller's request) Move Item 16Bl to Item 13Bl: Recommendation that the Collier County Community Redevelopment Agency (CRA) approves and executes an amendment to the employment agreement between the CRA and David L. Jackson, the Bayshore Gateway Triangle CRA Executive Director, extending the term of employment four years and modifying severance terms, and authorize the CRA Chairman to sign. (Commissioner Hiller's request) Move Item 16D9 to Item 10N: Recommendation to approve a budget amendment recognizing $284,110.45 in revenue generated as program income when conveying property acquired through the Neighborhood Stabilization Program. (Fiscal impact $284,110.45) (Commissioner Hiller's request) Continue Item 16E2 to the October 11. 2011 BCC Meeting: Recommendation to approve a Revenue Commitment Contract with Naples News Media Group to receive discounted pricing on advertising. (Staffs request to clarify the language in the recommendation section of the executive summary.) Continue Item 16F5 to the October 11. 2011 BCC Meetingi Recommendation to approve the Fiscal Year 2012 Strategic Plan for the Naples Marco Island, Everglades Convention & Visitors Bureau (CVB). (StafFs request) Add Item 16H2: Proclamation recognizing the heroic actions of Chokoloskee resident Dwain Daniels when he rescued ninety-year old Margaret Webb who was being attacked by an alligator. The Proclamation designates September 24,2011 as "Dwain Daniels Day". Per Ordinance Number 2011- 17 a majority vote of the Board is required to add this document to the agenda since it was submitted following the publication of the printed agenda. Sponsored by Commissioner Henning. Time Certain Items: Item 101 to be heard at 11:00 a.m. ~ Items 8B and 17 A requires that ex parte disclosure be provided by Commission members. Should a hearing be held on this item, all participants are required to be sworn in. Item 16B3 fiscal impact should read: Of the $400,00.00 $400,000.00 in the FY-2011 budget, $384,965.94 has been awarded by the CRA Board and $15,034.06 remains. (Commissioner Fiala's request) Item 16C3: The work order made part of the agenda back-up is dated September 2,2011. The County Attorney's Office has requested that this date be changed to the BCC approval date, September 27, 2011, if this item is approved by the Board. Item 16G2: The date referenced for the event is incorrect. The first event for the 38th Annual Sun-n- Fly Event in Lakeland Florida is scheduled for March 27 through April 1, 2012. 9/27/2011 9:48 AM 9/27/2011 Item 16.F.5. ~. EXECUTIVE SUMMARY Recommendation to approve the Fiscal Year 2012 Strategic Plan for the. N.ples Marco Island~ Everglades Convention & Visitors Bureau (CVe) QBJECTIVE: Review the strategic plan for the destination for FY 12. commencing October 1, 2011. CONSIDERATIONS: Each year, the CVB conducts meetings with its marketing partners at bi-monthly Advisory Roundtables to gather information on marketing the destination. The CVB also sponsors an annual co-op marketing event to. showcase to partners the many advertising and trade . show opportunities available for the coming year. These meetings lay the groundwork for a strategic planning retreat held in July. This day-long event includes Paradise Advertising and Marketing, Inc., BCF, Public Relations, Miles Media Group, Phase V Fulfillment, Klages Research, SMT, Jnc., VISIT FLORIDA, Naples, Collier and Lee County Airport Authorities, and representatives ftom the various Chamber organi~ations and cultural arts community. The data collected from all of these sources is analyzed and compiled into the long range strategic plan for the destination, and a one year marketing plan to promote our area worldwide. r"\ A draft plan was presented to the Collier County Lodging and Tourism Alliance on August 31, 2011 for their input. The suggestions from that presentation were added to the plan and then presented to the Tourist Development Council (TOC) for their review and recommendation on September 6, 2011. The plan was then presented to the Collier area tourism industry at their bi-monthly meeting on September 14, 2011, The plan now contains all of the input from lodging, attraction, restaurant and other tourism related businesses in the County, Each group has endorsed the basic plan and encouraged the CVB to continue to seek additional marketing funding for a year-round marketing initiative. The attached pages are an Executive Overview of the complete long range plan and the one year FY 12 marketing plan for our destination. Upon final approval of the plan by the Board of County Commissioners, the entire plan will be put on flash drives and made available to the CoUier tourism industry. LEGAL CONSIDERATION: This item has been reviewed by the County Attorney's Office, requires majority vote, and is legally sufficient for Board action. - CMG AOV~ORY CO_nEE . RECOMMENDATION: The Tourist Development Council voted 9-0 to recommend approval of the FY 12 Strategic Plan for the cve at the September 6, 2011 meeting. r"\ FISCAL IMPACT: The projected marketing budget to support this strategic plan is $2 mUlion in projected tourist tax revenue coHected monthly. These funds are in the recommended Tourism Department budget for FY 12. Packet Page -2094- ~ ~ ..-.. 9/27/2011 Item 16.F.5. GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan related to this action. RECOMMENDATION: That the Board of County Commissioners approve the Fiscal Year 2012 Strategic Plan for the Naples Marco Island, Everglades Convention & Visitors Bureau (CVB). SUBMITTED BY: Jack Wert, Tourism Director PacketPage-2095- 9/27/2011 Item 16.F.5. COLLIER COUNTY ~ Board of County Commissioners Item Number: 16.F.5. Item Summary: Recommendation to approve the Fiscal Year 2012 Strategic Plan for the Naples Marco Island, Everglades Convention & Visitors Bureau (CVB). Meeting Date: 9/27/2011 Prepared By Name: GreenKelly Title: Tourist Development Tax Coordinator,Tourism 9/9/2011 1] :30:25 AM Submitted by Title: Director - Tourism,Tourism Name: WertJack 9/9/20]] ]] :30:27 AM ,,-...... A pproved By '--'~ln-l'-::: cTuaci,: rille: Director -I ourism.T ourism Date: 9/]5/20] 13:14:28 PM Name: MuckelCynthia Title: Applications Analyst,lnformation Technology Date: 9/16/2011 2:15:47 PM Name: GreeneColleen Title: Assistant County Attorney,County Attorney Date: 9/19/2011 9:56:46 AM Name: KlatzkowJeff Title: County Attorney, Date: 9/19/201] 3:24:41 PM Name: FinnEd --. Packet Page -2096- 9/27/2011 Item 16.F,5. ~ Date: 9/19/2011 3:36:44 PM Name: IsacksonMark Title: Director-Corp Financial and Mgmt Svs,CMO Date: 9/19/2011 5:51 :56 PM ~, ..-... Packet Page -2097- 9/27/2011 Item 16.F.5. STRATEGIC MARKETING PLAN 2011-2012 ~ --.. i I , I 1 Packet Page -2098- 9/27/2011 Item 16.F.5. :t~.~",:,,~~~; ~~:;.~~"'~"":~-,,--~ '^ , '") Gl "11 '2 T Pl b k r~~ Naples .M.arco Island , "'::'VJ,r-Jleam ay 00 \iE}YEvC':rgladcs~~:~ ""'to- ",..~_ ~.c'" ,.. ... _ .. ot.. Of _ . t'". .. ~ .... <610 ,."' ~ - c -v =- -co == - ~ - v ~ - ~ STRATEGIC MARKETING PLAN The Strategic Plan for the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) contains both a long range plan for the destination through 2016 and the 2011-12 Destination Marketing Plan. The complete plan contains the following sections. The pages that follow include a selection of these sections that will give the reader a sense of the magnitude of this plan. The complete plan will be available for download from our website and on flash drives for partners interested in using portions of the plan for their own marketing efforts. Research & Analytics . Situation Analysis . Trends Implications . Competitive Analysis Strategies . Branding Strategy Creative Strategy Media Strategy Interactive Strategy . ..-.. II 11& . n *' Digital & Interactive .. Creative Concepts .. Air Service Support Plan . Promotions Plan .. Arts & Culture Plan · Inquiry Response Plan . Fulfillment Plan · Emergency Plan Measuring Success ..-.. 2 Packet Page -2099- 9/27/2011 Item 16.F.5. · Campaign Monitoring & Metrics, Brand Guidelines, Advertising Retrospective FY 2011/2012 MARKETING PLAN EXECUTIVE SUMMARY The effects of a weak and rocky economic recovery, combined with the growth in popularity of digital and social media have led to significant changes in both consumer and marketer behavior. Technology has greatly empowered consumers - allowing them to be highly connected and well informed. They've re-calibrated their purchase behavior - demanding greater value for almost everything they consume. The initial, somewhat knee-jerk reaction to that consumer behavioral change was for marketers to discount prices. As a destination, we are now in a good position to take a more rational, and forward-thinking approach. We need to listen to what our customers are telling us - and be ready to adjust to market trends - using a fully-integrated communications campaign to attract, engage and remain top-of mind with current and prospective customers. Marketina and Business Obiectives 1, Increase brand acceptance as measured by growing demand by Q 3 '11 ~ 2. ncre2cSe ons s to Travell~ on I.t";:> L',_ 1 % pel' quartel' Initial Strategic Suggestions · The rapid pace of new communication technology has left many DMO's scrambling to uncover and implement the most cost-effective means to connect with visitors in ways that drive desired behavior. As such, one of our top priorities for 2011/2012 will be to develop more ways for visitors and potential visitors to engage with our brand during every stage of the travel buying cycle. · The idea that you need tens of thousands of Twitter followers, blog subscribers, Linkedln connections and Facebook friends to build our brand via social media no longer holds water. Quality connections with current and potential visitors are far more helpful to spread our message than large groups of connections who disappear after the first interaction. Quality trumps quantity. ~ 3 PacketPage-2100- 9/27/2011 Item 16.F.5. ~~4; -~ ":i2rt~-~~::=;=;::J~~~ ~=_ nn"l rn _13 Tnam nlayh oak (;fa;;~ NapJc~ l\brcolsiand LV ]Ii L J'L r U .~:? Evergladcs~~ """'- "'...'~ "",.. "',#0, _ __ ~:700 ,j ....' = Ii"" ..... ... .." >P- ~ ~""""- -- - - ~~ - ~- - . Work with meeting planners to develop ways to engage meeting attendees by "tweeting" destination information such as restaurants during their stay. . Cross-channel marketing is more critical now than ever before. We need to layer purchased, owned, earned and shared media into a fully integrated plan. . Develop a destination "story" to share with tourism industry partners to encourage all to tell their customers about our destination attributes in the same way. On-Going CVB Initiatives: Group Meetinqs Market We need stronger guidelines on how to continue our DMO's support of this important market segment: . Limit trade show participation to those that provide the best ROI and partner support . Partners need to share the cost of each show, but at a reduced rate from the past. . Monthly ROI reports will need to be enhanced and incorporate some of the DMAI standards to share with industry partners and the media ,-.... 41 Re-Iaunch "Bring Your Meetings Home" program " En :e Gmup ,/::',ss stance ram , anc] et it to a V\l! r ran anners Sports Marketing 41 Seek out second and third tier types events venues, both indoors and outdoors .. Continue to seek out regional partnerships for trade show participation our ng or event 41 Host a regional NASC or Florida Sports Foundation meeting Arts & Culture This growing market segment has taxed our small tourism staff, and we need private sector assistance from supporters of this segment to sustain and grow its future potential. There are many activities that we could encourage. -, · Find more ways to distribute this information digitally. The digital guide has achieved success, but it is still not flexible enough for expanded listings and new features. 4 Packet Page -2101- 9/27/2011 Item 16.F.5. . The printed Arts & Culture guides are very expensive to produce and in the past have not received partner financial support. Consider reprinting it only with financial assistance from VISIT FLORIDA grants or partner support . Task the Cultural Community with more CVB interaction in promoting their events and activities . Continue to work on identifying a group transportation partner to offer organized tours of our museums and art galleries . Work with United Arts Council to increase the distribution of their printed Calendar of Events and create an enhanced digital version for wider distribution Heritage . Work with our County owned and the non-County owned museums to grow traffic to their facil ities · Consider developing a digital historical guide that could be linked to all museum websites for download e Encourage partnerships with groups of museums to promote a multi-facility ticket induding ~ t[~ans Air Service Marketing Measurinq Results (ROD 11: new to ensure vve know if our g ",",po ctl"o- .. Our overall research product needs to continue to expand and become more robust. Periodic reports on the direct, indirect and induced impact to our community from our tourism partners, in addition to our visitors - Calculate the tax contribution per lodging unit to our local economy. - Calculate the tax contribution from our tourism industry infrastructure to the County - Report tourism industry employment numbers o Report the number of jobs in each segment of our tourism industry including hotels, restaurants, shopping, etc. ,--. 5 Packet Page -2102- 9/27/2011 Item 16.F.5. ~ ""&$1li~:r~{i ' h "0)~X {(J"p J<.) ,t';J!t~~ :';""" '", ,'./)." 2 n "l '1 '2 T PI b k (;~ Naples l\1arco Island VI I ~ II ea m ay 00 @I Everglad{'s~~~ ""'- ...",,: '" "" ...... _ ..,., _ , .....10 r~ Il.... -. ... , '" . '. "'~ ~-~." ~,.~",." "y . - Develop an easy to communicate story on how economic impact works - Example: A family travels here from Chicago and spends $4,000. Subtract the airfare and divide the net spend by the number of people in the party to calculate the spend per person per trip. Multiply the number of visitors per year by that spend figure to get our actual direct spend of visitors. Then show the multiplier effect working those visitor dollars through the community. - Identify secondary research sources such as DI< Shiflett for spending amounts and Global Insights. - Develop a community questionnaire in partnership with the Economic Development Council and the area Chambers of Commerce to distribute to Collier residents and businesses to identify what they want and need in their community. - Implement a simple to use form to record Visitor Information Center visitor statistics including where they live and what their interests are. Use at all Collier Visitor Centers . Social media has given visitors a large platform to voice their opinions. As such we mustn't underestimate the importance of actively monitoring the brand's reputation on the web. This can be accomplished through social media aggregators such as Radian6, Hootsuite and Spredfast, .-. .. Media placement should nue to evolve into more dig , less p!'int and even :Jre Diqital Strateaies Brand Enhancement II Better define our Brand Promise and communicate it to our customers and tourism industry (I Determine our #1 attribute and highlight it in our promotional efforts. (Are we most famous for our beach, golf, coastline, water activities, nature or culture?) ~. 6 Packet Page -2103- 9/27/2011 Item 16.F.5. MISSION, VISION, VALUES Mission Statement The Mission Statement for the Naples, Marco Island, Everglades (VB is: To promote year-round distinctive, world-class vacation and group meeting experiences, which result in positive economic growth and stability for Collier County. Vision Statement The Vision Statement for the (VB is: To be recognized as the most desirable year-round tourism destination in the world ..-.. Values Brand Promise The promise to our visitors is embodied in the phrase: Florida~ Last Paradise. This means that once our visitors have found us, they will never need to seek another destination to escape from the stress and pressures of their everyday lives. ~ 7 Packet Page -2104- 9/27/2011 Item 16.F.5. :d~~~f; ~~~~~: "~~~'_~~2~-' ~ : '1 n ':I 'I '1 2 T PI b k [~~ Naples ,Marcolsiand ," .i!.UII~:1 .ream ay 00 \~JEvergladcsW~~ ""'- !-- ~ ""C~" ... _ _ ,.;.. '1".., ~ """ V ~~" * ..... ... .. ~ " ~ ~ ~ ~ -~ - -~~-" - - - Long Term Challenges Facing our Destination FY 2012- FY 2016 1. We are in one of the most volatile and dynamic eras in our history. Destination Marketing Organizations like ours are facing a constantly evolving marketplace, 2. Consumer confidence has shown some signs of improvement, but the Consumer Confidence Index continues to lag at 63.4% as of March 2011. Only 15% of Americans think that business conditions are good, and 37% think business conditions are bad and 16% predict conditions will get worse. 3. The US Travel Association forecasts domestic person trips will increase 1.8% in 2011 and 4.7% in 2012. Total travel expenditures are expected to grow at 5% per year through 2012. 4. The competition for funding, visitors and share of mind is constantly escalating. Nearly 50% of tourist tax dollars is targeted to attract visitors to our competing Florida destinations. 5. We must constantly predict where our potential customers will be and how best to reach them among all the clutter in the media marketplace. 6. Natural disasters such as hurricanes, red tide, oil spills and wildfires can discourage visitors --.. to return to our destination, This could reduce our funding source for more aggressive advertising and promotion of our destination. ei n .:::;":-,:::; C''! V. sa and changes are a threat to our i VI S, it becomes more difficult to travel to the US, these visitors will choose other less restrictive destinations. 11. Workforce issues are a constant challenge to our tourism industry. The lack of skilled labor, public transportation and a high cost of living is a constant threat to our hotels and other private sector tourism businesses to find quality employees. ~ 8 PacketPage-210S- 9/27/2011 Item 16.F.5. STRATEGIC LONG-TERM GOALS . Provide tourism industry leadership to ensure the destination remains competitive . Maintain the status as the trusted source for travel information and planning services about Naples, Marco Island and the western part of the Everglades . Maintain and grow the market share of Florida visitors to the Paradise Coast of Naples, Marco Island and the Everglades . Utilize the resources of the CVB to their highest and best use . Continue to build the trust and engagement of our local and regional tourism partners . Move toward year-round destination marketing to level out the seasonality in visitation to our area STRATEGIC LONG-TERM OBJECTIVES " Increase engagement of our tourism partners in co-op advertising and trade show to $300,000 by the end of 2013 ..-.. e Grow e um r mom nig consu by per ..-... 9 Packet Page -2106- 9/27/2011 Item 16.F.5. ", dfilgttff':.;~_:;.1i}J:;~i'" "?i .,," #d~ Ii?< & ! """ ~ :;;j~" ,~ ~;- ~ ,. ;%;i;~ l' ~ H ~ 2 T D I b k ~~ Naples J..1arco island 2Uiil-lleam r ay 00 1~~YEv{''1'gladcse-~# .-........ "...: ~T _. _ """ ..::. J'" Jil 1f~'-4""'''' 'S '" : "'''', - ~"~"~~r'il 'F~"'W'~' " SWOT ANALYSIS Strengths / Competencies 1, Tropical, relaxed and more sophisticated destination 2. Wide, white sand beaches 3. Unique, locally owned shopping and dining 4. Abundant natural attractions and resources 5. More cultural and historical assets than other communities our size 6. Year-round warm and sunny climate 7. Modern and expandable International Airport 8. High level of partner trust and engagement 9. Dedicated, renewable funding source 1 a.Accredited (VB with Destination Marketing Accreditation Program ..-.. 5. ng mis ing among some resi and areas of the County and among some elected officials of the importance of visitor spending in our economy, 6, limited nightlife and tourist area public transportation ~" 10 Packet Page -2107- 9/27/2011 Item 16.F.5. Opportunities 1. As our promotional efforts bring more visitors to the area, the incremental, surplus tourist tax revenue should be used to expand and enhance our promotional efforts beyond traditional markets and spending levels. 2. As our CVB becomes better known in tourism sectors both domestically and internationally, the volume of inquiries and inbound business will increase. 3. Additional air service to RSW and to Naples Airport will expand our airlift capacity and make us more accessible to leisure, business and meeting visitors. 4. Increasing group-meeting business will continue to encourage hotel owners to expand and enhance current meeting and convention space. S. Meetings and presentations to City Councils, civic and service clubs, County Commissioners and the media will enable us to get the correct information on the importance of tourism to our ,economy to those misinformed individuals. 6. Aggressive road improvement projects and MPO support will help traffic move more efficiently in the future. ~ / , or labor needs will help our (VB and tourisrn department handle the needs of ird IllS bui on specu are ing occu in our Hi-n accommodations and many are not collecting the tourist development tax. 3. Recent moves by the State of Florida and the Federal Government to limit or eliminate the matching funds programs ror beach and coastal renourishment will limit our ability to obtain reimbursements rrom these agencies, 4. Internet hotel booking practices limit our potential tourist tax revenue. 5. Homeland Security Administration's changes to Visa Waiver Program and Passport policies are a potential threat to our international visitor levels. As it becomes more difficult to travel to the US, these visitors will choose other less restrictive countries. .---.. 11 Packet Page -2108- 9/27/2011 Item 16.F.5. !tf""t;1trP;~2~E?4~ 4 ~ - '&~ ~('i '11 ~r, 00 ~ w ,;;;;s~"",J.;/,,"-:~~W"');:'f,""," df ;"~ -:In '1 '1 11 "l T PI b k (~~ Naples l\brcolsland L.-UI ;I-!L.- learn ay 00 \~t~EvL"1'gladcs~;r3.~ ~ "'..": "'".. ~...... "'10'" ~j., ~ riIoi. <tI1 r" 11:.,. ""-.. 'W.. " 12",;' v,"~-~n _"''''" ~o _ ~ ~ ~ " , ~ ~ CURRENT SITUATION ANALYSIS We've seen and experienced some remarkable challenges this past year. We were hard hit by a number of factors in 2010 that could have had a devastating impact on travel to the area: the Gulf oil spill, record cold temperatures, volcanic ash halting flights to and from Europe and a continuing sluggish economy. Nevertheless, despite all of these hardships, we finished up 2010 in remarkably good shape - with more visitors than the previous year, higher visitor spending, higher occupancy levels and a higher ROI than 2009. That positive trend is continuing thus far in 2011 as we continue to lead most of our competitive set with increases in occupancy, visitor spending and a much higher Average Daily Rate (ADR). We didn't obtain these positive results through happenstance - they are the direct result of the remarkable efforts and continuing teamwork of our tourism industry partners. But we cannot, and must not, become complacent - because we're not out of the woods just yet. If we want to continue to succeed we need to stay ahead of our competitive set of destinations by working smarter and more effectively than ever before. ~. Economic Outlook For 2012 The Good News: res e 9 r~ecent 'Lrend n f=;; unem rate Cl Consumer spending is expected to continue to increase, but at relatively moderate rates1 e Americans' expectations for their future travel and spending appear to be back on the rise. Nearly one third (31.6%) of domestic leisure travelers expect to increase the number of leisure trips they will take in the coming year, up from 27,6% lastJuly · Furthermore, 33.1 % of leisure travelers said they expect to increase their travel spending in the coming year compared to 25.6% lastJuly.2 ----.1 GoldmanSachs.com 2 Destination Analysis, Inc. 12 Packet Page -2109- 9/27/2011 Item 16,F.5. The U.S. hotel industry continues to move ahead, with these results from for Q 1 '11: - Demand (+6.7%) - Occupancy (+5.7%) - (ADR) (+3.1%) - (RevPAR) (+9.0%). . Travel industry jobs have grown 38% faster than in the rest of the economy3 . Traveler sentiment is the highest since April 2007. The overall Traveler Sentiment Index (TSI)" now stands at 95.2, up 9.2% from October 2010, and is now at its highest point since April 2007. ('<Based on consumer attitudes towards travel based on: available time and finances, interest, affordability, safety of travel and quality of service.)4 . The Luxury Consumption Index (LCI) rose 6.7%, the highest rate of growth since first quarter 2010. Nevertheless, it still remains below its highest post-recession mark reached in January 2010.5 The Good News for Collier County: . The negative effect on visitation to the Gulf area due to the BPjDeepwater Horizon oil spill has diminished over the past six months. .-... 3,0%) American t:'avelers felt the spill would affect '2 n2)<t .-:-r II> There wi I more housing to visitors from Europe, Canada and e U . Growing interest from filmmakers and photographers to shoot reality, niche, TV and film here . The Paradise Coast continues to get very high satisfaction scores - with over 90% either satisfied or very satisfied with their experience here - and over 90% would recommend our area as a vacation and meeting destination to friends and family. . Well over 50% of our visitors are repeat travelers to Collier County' 3 Smith Travel 4 Travel Horizons Survey 5 Unity Marketing 6 Destination Analysis, Inc. .-... 13 Packet Page -2110- 9/27/2011 Item 16.F.5. "?;in f'?l~~F,~ti~l1t% @#:L;is)ti;"'0".$c;.idxd{ " ~';;v~"/ ~;\; i1$:t:;'4Lf,O. w<4Jr:! 'c.; ",-", ~ '9 n 1 "I 12 T PI b k I;~ Naples .MarcoJsiand ~ L. WI)I - ..~ ea m ay 00 ~;I Evcrgladcs~?.7 ,,,,,,","'"_ ""..-- ........ .... __ ~ '" ,w; ok -€~ lf~. _ lb. :5' . ii1 _"'~ ~""" ~ ~ Possible Threats to our Success: · Consumer confidence remains depressed. The Consumer Confidence Index improved slightly in April, rising to 65.4 up from 63.8 in March, but still remains well below 90 - which is generally considered necessary for a healthy economy, . Nearly two years after the end of the "Great Recession," Gallup reports that discretionary spending remains far below the pre-economic-crisis levels. . Inflation is becoming a growing concern, due to surging commodity prices. The Consumer Price Index rose 3.2%, at a time when average hourly earnings declined. . Elevated oil and food prices have siphoning off disposable income that might otherwise be spent on travel. · The higher price of fuel is affecting airfares - with domestic and International airlines introducing several new price hikes and surcharges . New taxes on travelers from the UK and Germany threaten growth in long haul travel . Florida is facing another busy hurricane season for 2011 with 16 named storms, nine of which may grow into hurricanes and five of which may become major, Category 3 hurricanes. ..-... Political Factors Influencinq the Travel Market: ::::'2 ,2> L~- @ .A 9 P s pus 9 ig on ey see as a growing problem in Florida. We n to be aware that this same initiative had devastating effects on Arizona tourism. The New York Times reported that the negative impact on Arizona's economy ranges from $15 million to $150 million. - The Phoenix CVB reports a 40% drop in meetings volume as a direct result of the Arizona immigration reforms. · On-line Travel Agencies (OTA's) nearly won a permanent exemption to paying the full Tourist Tax and Sales Tax owed Florida Counties on hotel room booked on line. The legislation passed the Florida House but failed in the Senate. The OTA's will be back in the Fall of 2011 with even more money and more pressure to pass this legislation. .--.... 7 Research Data Services, Inc. 14 PacketPage-2111- 9/27/2011 Item 16.F.5. TRENDS & IMPLCATIONS MAJOR TRAVEL TREN DS General Leisure Travel Trends: . 2011 seems to be marking the end of the "staycation" with more Americans committed to taking a vacation away from home . Leisure travelers continue to look for deals/value added (free parking, Wi-Fi and breakfast) . Top domestic destinations include, in order: Las Vegas, New York, Chicago, San Francisco, San Diego, Orlando, Honolulu, New Orleans, Washington, Miami8 . Multi-generational travel is on the rise, with more travelers including infants and toddlers in their trip planning - with all generations contributing to the recovery in travel over the next 5 years . Sources used over the last 12 months to plan leisure travel include: - User-generated reviews of hotels (27.4%) - User-genei'ated travel reviews of destinations (20.4%) ~ - U nerarv or bi (18.2%) Uoscaie/Luxurv Leisul'e Trends: ijJ d,:';! III S luxury uaveier is u mateiy ng a 'meaningful' travel ex something that is authentic, reflects e local culture and is genuinely rsui l' . Booking times continue to get shorter, with 42% of upscale travelers booking within three months of departure . Top motives that influence travel choices include: - Seeking authentic experiences in new destinations - Rest and relaxation 8 U.S. Travel Association 9 Destination Analysis, Inc. ..-.. 15 Packet Page -2112- 9/27/2011 Item 16.F.5. fWWiq#~l&~lit~r';, "J;I"~ ~ JC"'"': Ji f;Wg~1~~"'Mi.iU" W<-,.~ t'" ~ij. .., n '1"1 12 T PI b k ~ Naples AUreo Island LU11-Ileam ay 00 \~ilEvergladt's~~t;% .~..... -".,'_ ~ ,,'" ~ ~_ __..,,~ l'" llil .c:..." -' h "li "- . " "'''''''~ -"', , n~ " . . - Spending time or reconnecting with loved ones Personal enrichment (e.g. voluntourism, cultural experience, learning, etc.) Discovering new experiences in previously visited (or more familiar) destinations - Seeking adventure . The most important factors when selecting vacations include: - The right destination - Value for money paid - Once-in-a-Iifetime experiences - Someplace or something new- never done before - The activities available Price As with most brands, the main objective for succeeding within the luxury market is creating long-term trusting and collaborative relationships. The richer, deeper and longer the relationships, the stronger the brand. ..-.. - Though no brand is immune to severe economic downturns, Nordstrom, Lexus and ds customers over' Business/CmUD Meetino Tr'avel Tr-ends: Recent Meetinos Rese3.1-ch for Colliel- Countv11 ':"'-r r'ence ce Iy 7.4% select resorts '" In terms of venue preferences of their clients, the planners stated: 5 5% prefer upscale properties 38,8% prefer mid-scale properties 5.0% prefer luxury properties ~10L I' uxury nstltute ]] Research Data Services, Inc. 16 Packet Page -2113- 9/27/2011 Item 16.F.5. . Meeting destinations selected by planner over the past 3 years include: - Orlando/Disney 59.9% Miami 43.0% - Ft. Lauderdale 22.3% - Tampa 22.3% - West Palm 14.0% - Naples/Marco Island 12.4% . Online sites viewed as critical to their planning process include: - 96.7% hotel websites - 65.3 CVB websites - 38.0% MPI website . Preferred communications include: - 80.2% email - 49.6% networking/trade shows ~ 39. print ail) GWU!) Meetinq Tr'ends: 2012, ::U to venue use over the next 12 5 shovvs: - Hotels up 25% - Cruise ships down 15% Resorts down 7% - Convention centers down 4%'2 . The "Complete Meeting Package" prized for decades, has evolved into the "Flexible Meeting Package." Planners still see the value of all-inclusive packages, but want them to be customized to suit the needs and budget of their particular meeting. ~ ]2 Meetings Review 17 Packet Page -2114- 9/27/2011 Item 16.F.5. '~~P"hEfj;BJt~iYf4Jf"(, 4 "'p ~ ,",~~11" I ~ ",,,f{St@'p "" '" _ ~ j, ~!W"'r~",,>+",,[1 ~t~_"t. ~"'""~ 1""'~'=>c ") f'l1 1 "I ") T PI b k (~~ Naples Aial'co Island LUll-iLI.eam ay 00 \.~)E'vC1'gladcs~~ .-..... "'"... ~ ~.. _.A _ .. li:" j "., .r.. .r. _ Mi. ':t; '"' k :;"""'; ~ ~ " ~~~ ~ ~" ''" · Value-added is replacing discounting in order to boost occupancy without discounting rates. Common value-added options include complimentary internet access, cancellation/attrition flexibility, forgiving resort fees, etc. · Social media usage is beginning to take hold within the meeting planning industry, but is not dominating communications like it is for the general public. The exceptions to this are sites such as Linkedln and YouTube - as many groups are videotaping sessions and posting them online · Being green remains important for many meeting planners, especially those who plan government and pharmaceutical meetings. Nevertheless, cost savings take precedence over sustainability · Demand for teambuilding is on the rise, with planners looking for unique programs delivered within tight budgets · Inquiries for entertainment options such as theme parties, comedians and think-tanks are on the rise · Companies in high-growth industries - such as insurance, finance, consulting, technology, health care and education are coming back in strength after a major retreat during 2009 - 2010 ~ C! Virtual Meetinqs e Many companies are adopting virtual events for ell' marketing, ning and collaboration - 60% of marketers plan to increase spending on virtual events and environments this year. - 42% of marketers will decrease spending on physical events this year; - 87% of marketers predict hybrid events - part virtual, part physical - will represent at least half of all events in the next five years; - 24% of marketers say they get "the same or better" results as a physical event for "less effort" while 19 percent get "quantifiable" results14 ~13 Benchmark Hospitality J4U ..c:. R mSlalr eports 18 Packet Page -2115- 9/27/2011 Item 16.F.5. Corporate Meetings . A result of the 2009 economic crisis is that planners now come to pricing discussions armed with superior negotiation skills and higher expectations - taking it for granted that properties will extend significant concessions across the board to boost the value being offered against the budget. . The booking window for corporate meetings remains short - 30 - 45 days on average. - This is due, in part, to the fact that meeting organizers aren't certain they will have sufficient budgets until relatively close to the event - Another reason for this tight window is that buyers believe they can obtain lower rates with shorter notice (MPI Business Barometer) . Nevertheless, budgets for corporate meetings and events are expected to grow . Price increases are expected as occupancy rates rise throughout 2011 and into 2012 I ncentive Travel . While the average number of nights for incentive travel fell from 6.5 to 4 in 2010, and most incentive trips were less extravagant than in the past - the outlook for incentive travel and ill is Ie 2011 012, ~ Medical . While no segment is entirely recession-proof, the healthcare industry comes close. . While exhibitor numbers may be down (due largely to a shortage of new product launches) attendance has been increasing since 2010. . The pharmaceutical market is forecasted to grow at a 4% - 7% rate until 2013 (lMS Health) ---.. 15 Incentive Travel Council: Pulse Study 19 Packet Page -2116- 9/27/2011 Item 16.F.5. Jf~~> ~'4:"':~~;; ".- ';.'''., T PI b k t~~N;lp]cs1\1arcolsland .2 011-12 ea m ay 00 l~~y Evergladcs~~ " fl"'-.....A.....~~.....;!; r~..jj1_~'S" .......,. " r ,,~ 'f!II'W< _ ~ _"" " ~ Business Travel . Business travel spending and volume grew at stronger-than-expected rates in Q 4 2010 and the Global Business Travel Association (GTBA) Travel Index reached its highest level since the recession began in 200816 . Business travel spending will grow 6% in 2011. At least part of this reflects the loosening of restrictive company policies'? Technoloav Trends: . Apple's iPad came to market in April 2010. By January 2011, 7.1 % of U.S. travelers report having used an iPad or other tablet PC to access travel information online while traveling'B . iPad ownership is significantly higher among the affluent, which makes advertising on these devices an important consideration for reaching up-market travelers'9 . Email and text messaging are the most common uses of digital media by consumers. - Eighty-four percent of online Americans today email, and 74% send and receive text Email is a vital part of the consumer's digital experience - from social network alerts and mobile marketing opt-ins to search activity-based messages and mailings. The advancement of mobile internet devices increases customer engagement opportunities the e nel ~ .. Consumers spend more time crossing media channels to do virtually everything from booking vacations via their mobile phones to researching products on social networking sites. They are less tolerant of any irrelevant message and more receptive to interconnected marketing As a category, social networks now surpass search engines as the most visited group of websites on the internet.20 . 16 Business Travel Association 17 PhoCusWright "-"']8D . . A 1'1 estmatlOn na yS]S, nc. ]9 Pew Internet & American Life Project 20 packetPage-2117- 9/27/2011 Item 16.F.5. Marketing/Communication Trends: Social Media · In 2010, Facebook.com passed Google.com as the most visited domain for U.S. internet visitors · Four of the top 10 most searched terms contain the word "Face book" · Currently over 50% of online adults aged 50 and older use social networking sites · The percentage of adults making monthly visits to social networking sites has grown in the last year, while visits to blogs are down · Emails with the word "Face book" in the subject line have 1 0% higher unique clicks than other promotional mailings · According to a recent consumer survey, 40% of online consumers who use social networking sites plan to use Facebook for feedback from family/friends to help make a decision about a product .-.... 20 Experian Simmons ] 8 Meetings South ~ 21 Packet Page -2118- 9/27/2011 Item 16.F.5. ~i!~4~~l?~h~4~;i.;"9:,!.J ' ~ ,.0' '''y " ~'""~""?Yi""~'i",~,,,"~"__ro-" 1"~~ ''O~ :'10 T PI b k ~~~ Naplesl\hrcols1and L... 11-121 eam ay 00 i.~l;l EvergladcsW~9 ."", ,....". ,.,'" .,."'" _..... 'f:", J.." II ce. ..-~...... ~.. "'~-"""VP"" rrrl~ ^ , , '" COMPETITIVE DESTINATION ANALYSIS Overview: In general, our competitive destination set is marketing their areas more aggressively in response to the economy, especially in the summer months, and engaging more digital mediums. A brier summary, per market, is detailed below, But rirst, here are a rew general observations worth noting: . OrlandoSentinel.com is a heavily used site ror almost all of our primary competitive set . Niche online advertising is being utilized more than years past, notably on the websites ror the Wedding Channel and Budget Travel . There is a heavier concentration on Expedia, Travel Channel and Travelocity . There is a much stronger representation or our competitive destination set in print publications over last year - More rull-page brand ads than last year - Where co-op is involved, many competitors are working with spreads, or page and 1/3 columns ~ Meetings print is much more prevalent ror both Corporate and Association rncn-e nictp !_r, -,__ 'c ,~. F"[-irn2<nf Con1petit;ve Set Lee Count\! -Fort lv1vers & San~be! es in I creative di or and value messaging has been introduced into the mix. differentiate the destination within the state. Media and Tactics: Continues to utilize television, print, online and direct mail to fulfill overall media plan strategies. Television spending was up ror the summer months, as well as more frequent e-mail marketing promoting deals and giveaways. Meeting Proressionals continue to playa large role in their print advertising strategies and are utilizing full page 4/C ads, which incorporate an incentive program and Green Incentives. One or their biggest initiatives this year was a new Lonely Planet guidebook and app. I, nsign cant des is no distinct claim made to :;:.r '-::> l ..-.. 22 Packet Page -2119- 9/27/2011 Item 16.F.5. Monroe County - Florida Keys Branding and Message: Marketed as "The Florida Keys & Key West," the destination branding and message haven't changed for many years. A review of a large part of their messages shows a more scattered approach than usual with a variety of messages and approaches that highlight specific areas of the Keys. Always intelligent, attitudinal, yet casual, there is now some inconsistency in brand claim and promise. Media and Tactics: Continue to utilize television, print, online and direct mail, with spending significantly up this year in strong cable television schedules. They are also allocating a substantial percentage of their marketing dollars to support and implement Social/Digital and Mobile marketing as part of their mix. Meeting Professionals seem to playa small role in their media mix and is allocated 100% to print. On a continuous effort they promote events and promotions throughout the fiscal year but tend to primarily execute in Miami/Fort Lauderdale and West Palm Beach ADI's. Miami/Dade County Branding and Message: Although the Miami area has been considered less of a direct competitor in the past, Miami has once again shifted the creative in their campaign, The loud, visually stunning campaign that strongly promoted the destination as a center for cuisine and culture has returned ~ s ci uc'ce s sltes an association Broward Cou nty - Ft. Lauderdale Branding and Message: Striving to represent "Beach Chic" within the state, Ft. Lauderdaie is continuing with their presentation of "Sunny. Org" throughout their communication with only minor variations. Destination is starting to utilize QR (Quick Response) tags, but isn't strongly incorporating them into messaging. Additionally, content delivery from the tags doesn't lead to a mobile site or page. Media and Tactics: Overall, Ft. Lauderdale/Broward seems to lean heavily on print and online with efforts concentrated in January/February, MaY/June, August and November. Television is a conceAtrated spending effort in Orlando and Tampa to provide an online promotion and giveaway. Continue to utilize large space print ads concentrated in travel publications and tied in with VISIT FLORIDA opportunities. -.. 23 Packet Page -2120- 9/27/2011 Item 16.F.5. ~~k'1'5it:01~igID:~~ '"'H , ",,~,p'*~0';~'kl: v~ , t !f~~~~2j,,,, ~ ";'-",4'i,M:~i-",,1,,,"\","><, T nib k ~~ Naples 1\hrcolsland 2(])~m-l2Jeam r ay 00 \~~iEvL':rglades~~ ......... ""_'" "'"'''' _ A _ ..... ot~ ~ ~" -€':i 40":0 .. .. .. . ,!tV ' . - ,-~"...,.~ """""'-''''- -~, " Palm Beach County Branding and Message: Inviting audiences to "Discover The Palm Beaches and Boca Raton," the destination continues the approach begun about five years ago of highlighting the price point of a special travel deal. There is no actual branding taking place, nor an attempt to position the destination within the state by using a distinct claim. Media and Tactics: Overall, it appears that Palm Beach County continues to utilize radio, print and online as the core of their media efforts. There was no activity for television this year. Radio efforts are minimal and tend to be promotionally driven. Print effort timing appears to be heavily concentrated in February through May with some ads appearing during shoulder periods (September and November). The efforts appear to consist of various categories including Niche, Arts/Culture, Sports, Group and Association Meeting Professionals. Online efforts appear to be state-of-Florida driven with emphasis on Tampa and Miami. Secondary Competitive Set Davtona Beach ~ Eranding and Message: Daytona continues to flounder in their communication efforts. Still claiming an a communication any cons: 01' r"e is St. Petersburq/Clearvvater 2:3 ,are II usi r logo in various communications, It's hard to see how these continuing inconsistencies could be beneficial to their brand. New to their messaging this year was a summer campaign promoting the 100 days of summer with weekly giveaways, and a grand prize. Media and Tactics: St. Petersburg/Clearwater utilizes a combination of television, print, online and direct mail in order to fulfill their overall media strategies. Television spending was up for the summer months in-market as well as in Orlando and West Palm Beach. They also raised the frequency of e-mail marketing for their summer promotion. For both online and print, they utilize large space ads including spreads in November, May and July. The majority of online spending appears to be on Orbitz, with the campaign airing in the spring and summer months, ~ 24 Packet Page -2121- 9/27/2011 Item 16.F.5. Sarasota Branding and Message: "Sarasota and Her Island Beaches" is showing a consistent approach that highlights a dramatic, yet carefree Florida family vacation. There is nothing distinctive that sets it apart from other destinations, nor is any distinct claim made. In effect, any Florida beach destination could put their logo on their messages and have a campaign. It's generic, and offers little competitive punch. Media and Tactics: Currently, media efforts have been concentrated in print, newspaper and online. It appears they currently do not have a television strategy in place. They rely heavily on VISIT FLORIDA partner opportunities in print. They do appear to have an online strategy, which includes Digital and Social, and advertising can be found on Facebook and Twitter. In addition, where online is being utilized they are incorporating "Spongecell" interactive ad units that can include tabs for more than one partner. Local newspaper advertising is also being incorporated into the mix such as in Tampa TBO. Tertiary Competitive Destinations The tertiary competitive set is traditionally composed of the Caribbean (including Yucatan) destinations, Research is showing that due to the economy, airfare costs and passport requirements, ,-...... rt an it rr;2~Y a've h a , (~:\!en sorne ~ 25 PacketPage-2122- 9/27/2011 Item 16.F.5. !~I/~~Y~~_ #:_~~="':.~~~~ '-_ J!=~= 0H''''r1 "I 18 Tn I b k (~7 Naples lI.larco Island ~ _. ,. .i. LUll -I Lrea m Fay 00 ~# ~~~~~1::~:s.~~. ...~'" ..~ ~~.~ - .,-,--,~~P ~.~- FY 2012 CREATIVE STRATEGY Customize, Incentivize, Viralize ~ We recommend that the Paradise Coast maintain the 2010/2011 creative strategy which has proven to be remarkably effective in a down economy. In addition to continuing the two seasonally themed campaigns that emphasize value - the Paradise Priced Perfectly winter campaign in the northeast U.s. markets and the spring/summer campaign in Florida markets - we propose to redouble our efforts to generate positve word of mouth, which contines to be the most effective medium of all. The thrust of each of these campaigns will be customized to speak to that particular target during that time of the year, ensuring that it is revelant, timely and effective. ~ 26 Packet Page -2123- 9/27/2011 Item 16.F.5. ~-". .'::i;;'~~"~_~~~:~:~:=::=~ '-, :JIearch _ Things to 00 Where 10 Stay About tho Area Calendar of Events _.,:io.~..,.__-_ V.o;lU.""IWl'tr.~I~ ['ij Book Your Stay [3 WocamJ i1.... B Vldoos 3 NewRetter CU Order. Guide U DIgitalGuld8ll = Tf'Rtl1 pjanner 1:1 Weddings gu.eOut Tell a Friend and You Could Win! Shere lhe gHulldaal:; llnf) IU'lli)!JM jt) NIlPIl,l/>. M;'llVO 111i..!'I(lil"ldllleEWlrl'illOefli!U'ldbflt!n~W-11('Wil),lftl,!!l Ill't<lw,lV! J~SI enlor 'fQUf name nnr; {>.-mllil a(l(llM'O !;J/;>IC/W :m:JsharcII'lllhuotOltneEfrJentt'i Flt'5t Name unit Name Sham For More Chances To Win! ':'''n!l('J''1l1fl€'r1(rsp..mlljla1tl~flS5jl;!'''HlVilt1,1lnenter.t;!Jtltw. !'W:I'I'l it,er1:ls you 11:!!I. (he gftl<llfH (..+li!nQ> Wl.i ha~ t::l Will! lop 5 Things. to Do 1,66i1Cl1 :/.. Water Sports/ SWlmmml? 2. Dining Out ~_ Sll':.<ppin(: ~~. -' ~~- ...:~~~:::~?~' c< :.~:" _":~ ~~ ~ Hilton Marco Island Beach Reson and Spa PeciwgeinljulleG .. ;! nipht~ In t! bflamlront gimsll'(mm .. Stlalr&atfTlanirortw~ . Bl'I;'aKf'.u.llnr\wol!achMtmllllv Or, thl~ l.mlllf1,llllUlbi~ !,ll!liIwav, the Wil'!O€r will en):})' luxurious licr..oml'lot!tolion>l rigN mllt:e llr1f:iline tleaClltlsnl Marro l!liana Fci!lla:.:o"'lt1are~rtSf)r!\..a:ehe9CtlClrRnjtlJfoffer'1l(;'5r.ucl'BSr. S!l@&11lciJUlrTenThol.lil.llI1O IfJencts: )11.1iooj wnvanmr;or 10\;, 1l1l.,u,llllirlQ /Jr'l::l., l:lQfpnlll..(l-tlo'HI.rt(!liltlil.m, onol\ro;l the 'COluW 50inf ClIlamorn, ChOOO9 from ruli spa te.",i::tl~ InciuClinji S"igflillure fll~llIa. U1eram,lUUQ m(;lll.!le;ltl~_ r..1l.wnnp bedy b'03ttll!lOls,nnilcareafiohdlrllal"tl- C.aUI campaign Wlil oflN touriSill ind:stry panne:s incentives as P3Xt of the messaging, vvhich wid include hotel deals and packages, special offers, free getaway sweepstakes and more, This will be done in a way that will appeal to value-seeking consumers while keeping our upscale brand intact. The seasonal campaigns will also encourage prospects to share the message with friends - thus increasing the likelihood that these communications will go "viral" - exponentially spreading the word and adding to the paid media's impact. The campaigns will include television and online advertising, website landing pages, e-mail marketing and, in some cases, customized digital guides and Twitter pages. Some new incentives, presented elsewhere in this document, will work in conjunction with these existing tactics to ramp up each campaign even more. 27 Packet Page -2124- ---- 9/27/2011 Item 16.F.5. ~1tJ~.; ,,~-~;f~;:;:1!~~,,"\r~= ;fJ~:~; , "'1('\'1 ':'\ ";1 2 T PI b k (~,~ Naples l\hn::-olsland " LViI -~ .Hea m ay 00 \~~9 Evc:rgladcs~.ci~ or'.... -".. "'", ~ ~ < ~ ....... .. - .9"a. j .......~ or... d..... ..... 6. '1If" , 7<;':::"""'" ",' 2012 PAID MEDIA STRATEGY Overview The current 2010-2011 marketing campaign has, by all standards, been a huge success. We negotiated $775,014 in value-added media on a $2 million budget which, when combined with partner co-op funds of $412,728, extended our advertising budget by $1,187,743 - almost 50%. Since we will be working with a decidedly reduced marketing budget in FY 2011/2012, media recommendations are based on vehicles with a proven track record, combined with a few new initiatives that will help stretch the marketing budget and increase exposure for the Paradise Coast, Media Objectives . Create a media landscape that reflects the style and essence of the Naples, Marco Island, Everglades brand . Plan, negotiate and purchase media that effectively and efficiently reach key target audiences . Create unique media opportunities with value-added enhancements ~, fi Increase avvareness of the destination c - Group Sales - Film Commission - Sports Marketing ..-.. 28 PacketPage-212S- 9/27/2011 Item 16.F.5. Media Strategies Leisure/Niche . Develop an annual program with an emphasis on Spring/Summer travel . Combine television with online/interactive campaigns to effectively and efficiently produce the highest number of quality inquiries and leads, . Increase use of Social/Digital and Mobile marketing to build brand and promotional awareness and to help increase inquiry and bookings. . Integrate all paid, owned and earned media platforms. . Utilize cooperative partner programs to strengthen message and stretch budgets. . Incorporated QR tags where appropriate (printjtransit/collateraljin-market) for each campaign to help drive inquiry. . Deliver niche markets with a combination of cable television, vertical magazines, online programs and social media. . Utilize guerilla-marketing tactics to expand exposure and create word-of-mouth in selective .-..... !l1arkets~ - ~. i-rr'ClUD bUSiness ra to cr~=a5e iii Utillze to target smaller meetings and new meeting professionals. Sports . Target soccer, lacrosse, tennis, swimming, flag football, fishing, basketball, volleyball and softball via vertical sports association trade publications. . Incorporate o"nline initiatives that coincide with specific high visibility sports events. . Align editorial to coincide with in-market events, . Support various initiatives identified by the Sports Marketing Team. .-..... 29 Packet Page -2126- 9/27/2011 Item 16.F.5. a'!I.!r~:;~i'~~L~ r~ - r- ~:'7." ~ ~-=~ Dry"! 0'1 , '"1 T T'l1 b k r~~ Naples J\un.:olsiand , LU'lf-LL .leam r ay 00 \@Eve:rgladc$.~~~ .~"',.. =",.5- _"""_~<II~J",""'" .....r.JJ-....".... - '>~'""" ~="".~",~ ~ ~ '" ~ -~ ...-... MEDIA TACTICS Leisure/Niche . Cable Television: - Utilize targeted cable television to lead the campaign. · Concentrate messaging in specific day parts to effectively reach our target audiences · Utilize networks with a high composition of our primary target audience · Target by market, zone, cable system, zip code. - Utilize ad tags for price-point customization by Brand Development Index (801) and Category Development Index (CDI) - Run niche commercials tailored to specific networks/programming within a market . Online: - Use :30 video, : 15 pre-roll and medium rectangle Flash and interactive banner advertising. . Consumer Magazines: -- Purchase third-page or larger four-color ads in upscale and niche publications that }4 ~, ; ; <.-f t::c:::::<:: a --"'" .-+ \...\..J..J'i.. " Ability to raphic areas, skew to core demographics igh-end malls); narrow geographic window (target specific markets). .. Very low Cost Per Thousand (CPM). . E-Newsietters: - Use as a primary communication for specific targets and niche markets, including: luxury, golf, fishing, spa, dining and others to deliver targeted messages and continue to build the database. - Include special offers and other information from hoteliers ..-.. 30 Packet Page -2127- 9/27/2011 Item 16.F.5. . leisure Consumer Directories: - Use pre-qualified publications such as Visit Florida Magazine and the Insider Guide. - Utilize four-color ads to allow for increased messaging options. . leisure Direct E-mail: - Work with a high-end luxury credit card (American Express or Black MasterCard) to develop a program that will provide a qualified upscale list of prospects in major feeder markets. - Concentrate program efforts towards online and e-mail opportunities. . Travel Agents - Domestic/International - Use online and direct mail to reach out to top prospects with possible pre/post tie- in to trade shows both domestically and internationally. Group Meetings Business . Online/Print: - Concentrate efforts against major vertical online sites as well as vertical ~ pu 5 ainled at and 2.ssociation meeti ions. ze e-tTla1 sts s c::, Pi ins c ne gmups to grovv Sports Events and Meetinqs . Vertical sports publications will include: Sports Travel, Sports Destination Magazine and Sports Events . Explore other sports related opportunities in conjunction with the Sports Marketing Dept. such as an EVP volleyball Sponsorship, . Align editorial to coincide with in-market events to increase visibility. . Target Florida drive markets and national prospects. ~ 31 Packet Page -2128- 9/27/2011 Item 16.F.5. ~1Bf'li4~~~[~1:~ ~~"J~ ii'1-1= ..'" Of' *...,~~.;:,,,-, ",~;L4::,-" -"'~ '"' '" ~ J '1n "ill 1"1 T PI b k ~ Naples l\tl.rcolslaod LUi -iL .,eam ay 00 \~llEvcrgladcs~.?~ ,,,.,,: "'_"'. ~" ...... J... _ .. ..,. J ...... r" <1/';0 ..... ... "... -l:f'~ "~~",. -=,~ ~ ~ "" "~~ Target Audiences The following are the specific market segments and locations that the Paradise Coast message will be targeted. Geoaraphic Winter . Target domestic feeder markets in the Northeast and Midwest with emphasis on New York and Chicago. . Opportunity markets - Philadelphia, Boston, Cleveland and Minneapolis. . Target the Canadian market during first quarter 2012 Spring/Summer . Target drive markets of Miami/Ft. Lauderdale/West Palm Beach, Orlando, Tampa/St. Pete Demographic ..-.. . Primary Target: Adults 35-64, skewed towards women, with a household income of 5125.. us. et s uld a com i on co 5i and :lles. Niche Markets & interests - Green Initiatives - Golf - Arts & Culture Group Meetinas . Target corporate and association meeting professionals with groups with 20 - 250 members. . Aggressively pursue SMERF markets with emphasis on Florida markets and medical meeting . Focus should be on drive markets with a secondary emphasis placed on East of Mississippi. . FAM trips should always be an integral part of the overall mix. ~ 32 PacketPage-2129- 9/27/2011 Item 16.F.5. . Concentrate on trade shows that our meeting hotel partners are not attending Sports Events Market . Target organizers of second and third tier events in off-season and shoulder season timeframes. . Pursue sponsorship opportunities for core Sports events which are held in Collier County annually. . Be more selective of the events we pursue with emphasis on quality over quantity ..-.. -- 33 Packet Page -2130- 9/27/2011 Item 16.F.5. li\~j'l(l'rJ1I'i~Jliil~. ' 0 >',0" t' ',' ' "'';1i~:''H.'' ,"L,,' ',' " ?~ Naples ]\'furcolsiand 2011-12 Team Playbook ~)~~::~l~~:s!t~~~, ''''- 'r"" ...,- ~=~~~'''' "''11f'm ...._.",,_ . " . " FY 2012 Spending by Medium II Digital/Mobile II Out of Home Television Print 4% ~ FY 2012 Media Allocation Consumer, $1,321,636.95 ~ 34 Packet Page -2131- 9/27/2011 Item 16.F.5. #of 2012 Projected I 0 NID J Media Description Insertions F M A,M J J A S LEISURE MARKET I I Consumer Magazines - Domestic US I ,f,11 Conde Nast Traveler 1/2 Page 4/C 1X . Florida Travel & Life 1/2 Page 4/C 1X Mid-West Living ]/2 Page 4/C 1X I Florida Travel & Lifestvles 1/2 Page 4/C ]X I I : I TOTAL CONSUMER MAGAZINES $25 456.00 Consumer Directories (VISIT FLORIDA) I I I I I and Travel Guides I I I I ...... ..... ........ VISIT FLORIDA Magazine - QR Tag !~ge Spread 4/C ]X ...... : . : ~ VISIT FLORIDA - Florida ]X P:H'lldis~' C(J:l~t Vl:-dtol' 1V;;n-j -;\l:ip T\1:1rC\l 1:;1::1nd ;md tt"J{' E\T1'L:bd. Yisii.()l".< Cl1ick - QR T:_\:.;, C;ulcL 1,. CO:r-,StTl\1ER DIRECTORIES S5(),OOO,OO ~ 35 Packet Page -2132- 9/27/2011 Item 16.F.5. 1'1A'6~ift~;i~i~.rJi~ ";of ~';;;''&'-&R-t;;.. "Ie p,. ,t eo ,~ c ""J;W;"~-'::;;:'_ :~':].}4tlh,,~:?" ",' .,"" " "lAlIl-"il2 Tnam nJaybook h~Naplcsl\ihn:olsland LVi II 'L F \:gY Everg1adcs~~ ,'"""- ""'",'" ''''., ~ ,... ..... _ __ ..to> .i oIQ;.1 r~ .~. .... Mil "If'" .' , '\"-'" mer'" "'" ~ ~ ~ ~ '" , "'."- Media Descri tion FMAM I J J I I A S LEISURE MARKET Consumer New a er ]/2 Page, E- Florida Go Guide Newsletter, Di ital ]/2 Page 4/C and Online Impressions Collinson Best Vacation - "s rin Out-of-State" & Leads 11/2 Page 4/C and Online Impressions Collinson "s rin "In-State & Leads 1/2 Page 4/C and Online Impressions Collinson "Summer" In-State & Leads December (NY, NJ, CT and Toronto/Montreal) Februa '19,2012 A ril 22, 2012 June ]0, 20]2 TOTAL CONSUMER NEWSPAPE $47,250.00 ,-.J Consumer Digital- Paid Media i To promote \'ariolls , Events and .January - .JnJ~', FaCE'book Promotions :20]2 1 ntc1';lcti':l \,;-iH: TL,h;lyioLl] T;lr~('tillg Unit Siz(' TIm n1,~~,iLj 1 Dip.','1 Oi'.1,1:1. \J ~i I'l.;cti nr.:, ):..c'l,/ l'nlrll (J~ j{ m ,\I1n;l,d TOTAL CONSUMER DIGITAL ~ 36 Packet Page -2133- 9/27/2011 Item 16.F.5. Bookend :15's/Cross Cable Television romotion 27 11 I Display I I IAd/Promotion/Google 1/17/2011- Orbitz.com GoouleAd Words I Ad Words I 3 27 11 11/17/2011- MNI - Chica 0 Tar eted 0 i 3/27/11 Expandable /1/17/2011- Collinson Winter Banner Network Leaderboard 3 27 11 1/17/11- 3 27/11 Media LEISURE It\'INTER NORTHERN CAMPAIGN Chica 0 Commuter Transit and or Out-ot-Home I # of I Insertions o N D J F 1M A 2012 Pro' ected ~ II TDB Display Based on Weather Trigger Words I 300 x 25, Adaptor & I Weather, com & DeskTop Sponsorship!~onsorship . I:oobcnd :1 pronlOtion Display Ad/Promotion/Google 1/17/2011- ... . Orbitz,com/GoogleAd Words Ad Words J.__'J/27/~.______---':__t---L-i.-J :1/17/2011-: . . i 3/27/11 \ ! 1/17/2011 -I I 3 27 11 I I 1/17/11 - I TDB I 3 27 11 . Display Based on I I Weather Trigger Words I . I 300 x 25, AdaI?tor & I I S onsorshl :15 pre-Roll & I Expandable leaderboard weather,com Mobile Ad Cam ai n TOTAL CHICAGO' IVlcdia LEI81[]RE ~:::T~ '\:Cr r:'!'FTp.n .,. ~ ..- ~ ? F\"{'U~ J err'f( Cable Te1cyision MNI - New York Targeted! I Collinson Winter Banner Network! Commuter Transit and or Out-ot-Homel weather,com Mobile Ad Cam ai NYTimes.com Description Oggi Expandable Leaderboard NY Times.com Mobile TDB 1/17/11 - 3/27/11 1/17/11 - 3/27/11 # of 2012 Insertions Projected 0 N D .J F M 1i" 17 '11 - ~ 37 Packet Page -2134- 9/27/2011 Item 16.F.5. :'t~_!~4CW~~~ ~~-~--:~-i ~~~ T nl b k /~ Naplcli 1\1arcolsiand LCH 4 ~],2 .yeam r ay 00 l~~ Evergladc$~~ ....... "'_ ~ cJo"--._.-"a-,,"'l e-:.1I,.-.<lil1fi:"" ct:7 - --~-= = ,..., ~-'" ~-""~ ~"- - ~ - ="'" Media 12/11,2/22, 3/1 and 3/7 I #of Insertions 2012 Pro'ected J FIM AIMIJJ I N ew York Times Great Getawavs E- Blastl 410,000 Opt-In subscribers LEISURE IN-STATE DOMESTIC US MARKETS IGeo-targeted In-State/Domestic is rin Summer us Markets $102,000.00 I I I tri advisor,com I April - July, : 0 2012 Display Ad/Promotion/Google April - JUly,1 Ad Words 2012 April- July, o i 2012 160 X 60, Rectangle, 729 x 90 I April - July, E andable Leaderboard 2012 FCTA Market wide Florida Cable Orbitz,com/Goo leAd Words MNI - Florida Marketsl Collinson Banner Ad Network TOTAL GEO-TARGETED IN-STATEI Miami/Ft. Lauderdale & West Palm I Beach Miami Ft. Lauderdale Cable Televisionl Video in-banner and Ex andable Leaderboard April - July, 2012 :]5'S/:15's April - July, 2012 April- July, -..J April - ,Jul\', Wc;]thcr.com Rcctanglc:/l,cadcrboard/Adapt()r 2012 Rcct;1l1gle. Lcnrlcrl1oarcl. rre- '\]1ri] - ,1\11\. P;tlrnBc;tchPosL.COI11 R(ll1. J\lUIlilc 20:2 .".pril-,iuk .sU1~S"~lltinl'1.uml fll" -gul1. I~('cl;:n'..2.1c, l\luh !e :2CJ1:2 '..pril- ,1u];,. Lc'~dcrb(janl --. 38 PacketPage-213S- 9/27/2011 Item 16.F.5. Orlando April - July, :15's/:15's 2012 Display Based on Weather April- July, M J J Media LEISURE IN-STATE DOMESTIC US MARKETS Pre-Roll with Rectangle leave behind, Mobile, Expandable April - July, OrlandoSentineLcom Leaderboard 2012 I I I II Tam TOTAL ORLANDO I Cable Televisionl $97,150.00 weather.com Mobile Ad Cam :15's/:15's Display Based on Weather Tri erWords April - July, 2012 April- July, 2012 ~ Yahoo.com Video In Aplil- July, 2012 Video In-Acl300 x :'50, Medillll1 April - ,July. Tll11paBuY.col1l R('cLll1~1c. Mobile :'01:' 'l'OT.,-\L 'r!U\lTl,L'~/ST. S~:-.000.(}() ..-.. 39 packetpage-2136- 9/27/2011 Item 16.F.5. ~Jo.~1:~,~'ffid?C"&~?illSJ!m~ ~0x x( "'''' ~~~:'~'i';;_"',""%':;;=-'ie:M;"%=; - ~- ~ ""In, '1 '1 'J T PI b k (~~ Naplc~ MarcoIsland LUll -I Z-Ieam ay 00 ,~~ Evergladcs~#.~ "":. ""~:::_"""- :Jf'"'6Ik__4.....lii.l.iI' ~,".._*Io'''' "~"'~" " ~ --= "'=- ~- "'"' "'- < - -.> - - ='" ~ , ~ Media Description Ins:::fons 12012 Projected I 0 I N D J FIM AM J J A S LEISURE I I I NICHE MARKETS I Niche Markets - Bridal/Honeymoon - I I lAnnual Honeumoon Promotion Destination Weddings & Honeymoons - Worldwide I ; '. Guide to Weddings 1/2 Page 4/C & Online IX Bridal Guidell/2 Pae:e 4/C & Online IX I Honeymoons.coml Expandable I ',i Leaderboard and Listings April-June 1/2 Page 4/C & Online I 3) Brides Florida IX I .x. TOTAL NICHE BRIDAL $17,839.20 I I ~I I I !Niche Markets - ECO 1/3 Page 4/C I ".. < I Audubon Sections Horizontal 2X National Geographic Traveler VF Section 1/2 Page 4/C I IX I IX I Undiscovered Florida VF into National GeographiCI 1/2 Page 4/C I I I I I I . :. .... Horizontal , IX i TOT AT NTrHl? Vi"'n.! "'''u, . -. AA ! ! Nic1lC Markets - Golf Spread .:t/C: Cowr &: Pb\ Fl()jlchl Golf /G(JlfiJl,~~ in Pnr;l(li~(' - OR TA.G Online ~x 'T'OT/~L l'..;'lCTIE GOLF t':19~:1:-:5.0C~ ir of o N D ,J F A iv1 ,J ,J A LEISURE NICHE MARKETS Niche Markets - Senior AARP/AAA' i AAA Going Places Southi I AAA Going Places Northi AARP Southeast Re . onl I TOTAL SENIOR! Niche Markets - S ortsl Ies EVP Beach Volle ball Eventl 1/2 Page 4/C IX $8,882,50 , i I ,-T'--I I I ! I ~------~-->--,--' i I I I I I ' I I I I I I I 1/2 Page 4/C IX $8,882.50 $10,302.00 $28,067.00 Na :30 TBD for 2012 Na les EVP Beach Volleyball $10,000.00 S orts Destination Ma azine $2,700.00 40 Packet Page -2137- 9/27/2011 Item 16.F.5. 1/2 Page 4/C- December, February and Sports Events March 3x $2,730.00 #of ~ l Media Description Insertions 2012 Projected 0 N D J F M A M J ,s GROUP MARKET I Group Business - Corporate Meetings Professional February I I Meetin~s & Conventions e-postcard and March $4,000.00 Meetings & Conventions - Annual Florida 1/2 Pa2e 4/C Issue June $3,000.00 Custom E- I I Meetin2s Focus South Newsletter IX $3,000.00 ,1/2 Page 4/C + 2012 February I Show Registration April & Collaborate (April) June 2012 $8.700.00 1/2 Pa2e 4/C December, Smart Meetinll;s June 2012 $5,000.00 TOTAL GROUP BUSINESS - CORPORATE $23.700.00 Medial I # of ID~ Description Insertions 2012 Projected 0 IN F M A 1M ,J ,J A S I GROUP MARKET I I I I Group Business - Association Meetings I I I I I I I I I I I I I I 1"'---- I Professional I I I I I f ! , : 1/2 Page 4/C FSAE Association Source' Horizontal "w~".~'O~~_~~._.~~___.___.~.'__~.,~__._."._~_n~_'.___~.~____,~__ Digital Guide - FSAE '-Vebsite Housed Online __, 2~,,_,,___.S!.I,!~60.00 .___.___ ,_________~_~___ FS~.E r~eS()Ul.'_'l' l/~ P~lge -f/C Annual .June, 2012 - Annual r~uidc 86.000.00 S1.~'7;-:;.2;; ~e1 ingl;; T< Ct C-P!l.'.:": ca rd,r.; Online E- Postcar'dr~ SC.JP()(), t, t(.l Full Page Featured Destination e- Pl'evue Newsletlers 1X S4.843.55 ..-M~!!~ll~ M~_~!!!.lg!i",:,.~p~~ial Fl(~.rida SecE~_!!L,. .___,1.L~.!'~.g~_.4.Lf__..__..___.....!~__,._____~~~2.<?o.oo TSAE Capital Executive! 1/2 Page 4/C Horizontal Spring & Summer 2012 $1,252.25 I Rejuvenate Meetinll;s Ma2azinel I , I i I I I I i I I I , I ; I I 1/2 Pa2e 4/C 2X $2,950.00 I I ; ! i I I Connect Meetin2s Ma2azinel I I I I I . I I I ! ! I 1/2 Pa2e 4/C i $2,150.00 I I I 2X I I I SMERF Special Marketsl 1/2 Pall;e 4/C I 2X $3,000.00 I I I I I I Successful Meetin2s1 Custom E- I I I I I I Newsletter IX $2,300.00 Successful Meetingsl 1/2 Page 4/C IX $4,000.00 I I I Association Newsl 1/2 Pa2e 4/C 2X $4 000.00 TOTAL GROUP BUSINESS - ASSOCIATIONI $41,631.05 I I , , 41 PacketPage-2138- 9/27/2011 Item 16.F.5. ,Ijj (fm !i~1~Y~%7JZ(;#. ""&<' w':0P *f- *" r 0c i, " ( ~ . ~~-v.n~Jtl'i. ~4i"",."". 17r~t'"" ","""0" 'i k ~ I b k ,.~~ Naples J\furco Island L01 1-1.2 Team P ay 00 ~~Evergladcs~5~ .~.... ...."'... ",,':- .'" .. .... ""'- .... ;> ""'.. i:"...'1t ..,.. Ai> ,.. '" '"' ~ =~" > "''m''''''''Yn"Q!! """"'-~= ~ ~ " Media Descri tion # of Insertions 2012 Pro' ected 0 N D J F NORTH AMERICA (CANADA) TOTALCANAD $2 000.00 Canadian Television (Weather Channel) - Consumer :15/:15 & :lO'S :15 Pre-Roll & Medium Canadian Weather - Consumer Rectan Ie 1/17/2011- 3 6 2011 1/17/2011- 3/6/2011 Net Media Subtotal $1,286,233 Production $230,000 Digital/Social Management $200 Contingency $100,000 /' Fee $300 Total $2,098,233 ..-.. 42 Packet Page -2139- 9/27/2011 Item 16.F.5. NEW INITIATIVES UNDER CONSIDERATION FOR 2012 New Marketing Ideas - Presented by: Paradise Advertising & Marketing, Inc. Visitor Center Marketinq: Given the increasing tendency for Collier County hotels to experience "walk-up" business, there is an increased emphasis on Visitor Center marketing to reach that transient visitor. In addition to in-county, selecting Florida State Visitor Centers along 1-75 and 1-4 (specifics to come) would reach visitors on their way to or from Southeast Florida even Lee County, Currently rack brochures and some point-of-purchase marketing are in place at two Collier Count Visitor Centers. In addition to expanding the number of places where visitor information is available, we will need stronger Point Of Purchase and collateral components, QR Tags or apps, videos, and interactive opportunities to generate more immediacy and stronger call to action. ~ ~" :....;, I C i~J' ,-.. 43 PacketPage-2140- 9/27/2011 Item 16.F.5. '"'"tl?k~!!~ili11r '" ~, , . :~~"~~ ~,- /~idt;$~' 1 1'" , -; r'\ 11 ., -; T PI b k ~ Naples 1I.hrcolslan LVii -, L:/'ea m ay 00 ~ Evergladc5~~o,~,' "'........... "'^'" '<i r" ... "'"' -- ~ .r.. d .. Wi ~~.';o'" Ai. 'of ~~ "'t~ - ~ '" '" r"\ New Marketing Ideas Presented by: Paradise Advertising ~ J'ived l)~ Including the one where you return for free. Share what you're enjoying on the Paradise Coast for a chance to win a getaway. . ParadiseCoast.com Naples @ Marco Island ~ Everglades PAFtA.c.ll:;.ilZ. C01~ST" When they do, they will automatically be entered into a drawing to win a free return trip. Customized versions of the cards could be created for the major hotel. in addition, this sort of promotion could help us build our online database of people to whom we can market through follow-up emails and the like. This approach can provide more opportunities for feedback/reviews on the Paradise Coast website. It can also encourage partners to gather more guest reviews on their properties and service. ~ 44 Packet Page -2141- 9/27/2011 Item 16.F.5. -'~~1'~~'iC <~ ""_.F""", "" ?~"i4,~"2 "" ~~~^",,~~~~~{Wiill;2I~~":lf i4"" ~ " ~_ , , ~~ ::Pl 1'1 T DI h. k (~Naplc~ Marcolsbm .i..thll - J Llea m r ay uOO \. \~J EvergI3dcs~~ - ","';: ..."..'~:~", - ...... """" _.- j'j\> I ~ 1M. r-1'i~ '" - ~;s,'" _ ,,- <-" - ~'$~- ~ - =!"'~= New Media Ideas: Presented by: Paradise Advertising & Marketing, Inc. ..-.. "The Weather in Paradise" Camoaiqn In one of our Northern cold-weather target markets, we would purchase a conspicuous outdoor board in the winter months, It will bear a picture of the sunny beaches of the Paradise Coast, and more importantly an electronic readout of the current temperature on them. Scarcely anything could be more persuasive to a guy slogging through the slush in Chicago or Philadelphia or New York on a bitter cold and windy day. So people can act on their urge to experience balmy weather in the middle of winter. The board would also feature QR tag that would take them directly to a site where they could learn more about the charms of the area and book a trip. ~ 45 Packet Page -2142- o --- ~ 9/27/2011 Item 16.F.5. i~#-iii\:Ji?~'~~!i%p ~ to-Bw~~~J:tif '31)iJ",)\ ~ ~ c "~~~;>h,.u".", =fu;".".... . . (~: Naples 2\1ar.colslan 2011-12 Team Playbook ~Q ~~:~~l:~:s.~~~" __ "",..r "~,..'" ~ "'; ff<"'~ ~""'""...", -" ~ ". 46 Packet Page -2143- 9/27/2011 Item 16.F.5. ,~,0ft{Wt~R0:1;; ':\:,:1 ~,~\: ~"h ~~ ,; c' ;l,,",Wc'C~'1"~"i,*"""" ~"'"~ - [" YO ~ 8 n" 1 '1 2 T PI b k (~~ N.aples Marcolslan ~Ull-l feam ay 00 ~PEvL'1'sladcs~ .~ ~~: ._",," .... A ... _ .-:.. it ~ ~ r~...,. 'II : i1W~' ~"'"""'~ _ ,..."".,=->-_ ~ ~~~ New Digital/Interactive Ideas Presented by: Paradise Advertising ..-.. "Find Pal-adise" Oil Facebook Contest rnake , we will create a game in the CVB Facebook page. The contest would work like this. A sun logo (the one from the CVB's logo) will be hidden in a picture in the photo section every day. (The section should be filled with as many beauty shots of the Paradise Coast as possible so that while people play the game they simultaneously acquaint themselves with the charms of the area.) The first person to find it and claim it by tagging it (a feature that is already available on Facebook) will win the prize. In the image above, the sun log is on the dress of the woman on the right, on her right thigh. --.. 47 Packetpage-2144- ~ ~ ~ 9/27/2011 Item 16,F.5. :;; ;jrl~4y:'~'If J; -" ,,}i~04 ~ t -" ~'=~"'~ fI 1#1 <<""'"1.\'"", '" ~ ~ ""lO 11 1'1 T PI b k (0 Naples Marcolslan .L-l - .L-Team ay 00" \~~~& Evcrgladcs~~;,. """".....,. "-",-' _^."'~r...1eiU." "-:.,,~......,,,",'111 ""I << ''''''''''''4''~ ~ _ . "~ 4 "'" Prizes could range from large (a week at a top resort including airfare) to small (dinner at Vergina). The opportunity to "Find Paradise on Facebook" would be cross-promoted on Twitter and could be featured in traditional advertising as well if we desire. 48 Packet Page -2145- 9/27/2011 Item 16.F.5. l;~~~~t~: =: - ~~- ~~ ~- - ~ n "111 "'I""") T PI b k ~ Naplc!> Abocols1aQ Z.Vl <I -I L. <lea m ay 00 '\.~ E'Vcl'gladcs~~ ""'"- ""i"''': '"'~~,.,- _ - ~ .. """ r",,, \I!lL" It~ 4'_ -~""9' ~~~ ----- -----~- -~~- "'~ -~= New Fulfillment Initiatives Presented by: Phase V, Inc. Teleohone System Uoqrade: Auqust 2011 · Upgrade Telephone Switch Designed to give more efficient: - Routing & handling of calls - Call attempts - Insure we keep our 100% reliability · Change Telephone Carrier · Offer more enhanced toll free service · Allow special marketing in various cities - provide local number in each city · Inexpensive time of day routing - automatic call forwarding to Phase V ,-...... Ink let Addressing Machine Computerized Software Shippinq System (CPSt . Dramatically boosts domestic and international shipping efficiency and reduces shipping expenses ., Reduces errors · Provides a seamless connection to in-house systems: - Increases business rule compliance - Automatically shops between carrier services for best rate for normal or time sensitive shipments - Empowers shippers with real-time decision making tools ~ 49 Packet Page -2146- 9/27/2011 Item 16.F.5. ~7'I'Jf&~':lflt:~ ",,' ~"l "n / ,y \l!j~j,W~~:;V_ ;sI' ",,,",- _ " , DO 11 1 '1 T DI b k IFj~ Naples Marcolslan ,,",II - L.lea m r ay 00 \~ Eve:rgladcs~~ ...~ _",~ _-rO ~ ____>F.'~1...~ ..,.~...fiI. ~,if~ ~~ '< ~ New Search Engine Optimization (SEO) and Marketing (SEM) Initiatives Presented by: Sales & Marketing Technologies, Inc. Back to SEO Basics . Optimize Meta Tags . Optimize onsite content for keyword phrases . Create an internal linking strategy to be implemented . Keyword Research to identify new opportunities . Create an off-site back linking strategy (guest posts on blogs, forums, ete.) . Establish quarterly strategy for keyword set to focus on . Detennine and track conversions (Google Code on 'Thank You" pages) - Sign ups for e-newsletters ~ - Request for Visitor's Guide - Meeting Plan s RFP uest - Naples Zoo - Sailing Opportunities - Set a conversion such as requesting a Visitor's Guide to be able to track success. ~ 50 Packet Page -2147- 9/27/2011 Item 16.F.5. ~4@.fI~^it!1f4fu1fhb "'>iZ'~""~f='~= - =!~ .".t~~X;tJd':::-J"'~,~,_"~"' -;. .."")1'") '1 1- 18 Tea m Play boo k (W Naples 1I.hrcolst3D ~ ~ -LV] J -L'~. \. ,,~ Evcrgladcs~~' ""..... "";... ~_._"e- ... .... If'" JI. ~ ~ _., t:'. Jf':J- ~~;?" = --= - ~~ - -. - " ~ x ~ ci-= 2012 ARTS & CULTURE PLAN Overview: Our area is blessed with an abundance of arts and cultural offerings and events that most communities our size do not possess. Those offerings include a vibrant performing and visual arts scene, historic downtown district and superb area museums. These offerings are a great addition to a visit to the Paradise Coast and in some cases are strong enough to be a reason to visit on their own. Per our 2009 Tourism Impact Study, over 16% of visitors are attracted to our destination by cultural activities. Obiectives: The overall objective of this marketing effort is to promote our many arts and cultural offerings. Situation Analysis: · United Arts Council of Collier County (UAC) is the official arts organization for our area. They maintain a website at uaccollier.com that lists all the arts organizations and events in our area. A hyperlink to the U.AC site is included on of & Cultui'e sectfons vv'ithin CVB's ~ ~ u ues to \ may need to look to private sector assistance segment to sustain and grow its future potential. supporters is Strategies: . Dedicated Arts & Culture Section within destination website: This section includes expanded partner listings with ability to contain descriptive information, images, hyperlink and special offers. Webpage also links to various arts & culture related web videos and articles. . Arts, Culture & Heritage Printed Guide: Printed in early 2009, this piece continues to be used as fulfillment of inquiry and distribution at trade shows. As printing the piece is costly, an update or reprint in the coming year would only .---- 51 Packet Page -2148- 9/27/2011 Item 16.F.5. jt4> ~ ;74i1~;(;Iiji;' ~ g,t%# ~" i ~ ,,"' ~1H~~~,:,",~7-,,"/";;>c/:1.;t"~~;c% ~ 9 m '1 '1 12 T PI b k (~~ Naples i\1arcolslan LUil1 -, ea m ay 00 ,~l Evergladcs~~", ""'- ""...-,",.' _ ___..,..r...~;u,__ ~~..rt>-__'III ~ ~:m'i > ,,~ ~'~r '" ~ , ~ be possible with financial assistance from Visit Florida grants or partner support. Arts & Culture Plan Cont. . Arts, Culture & Heritage Digital Guide: This piece was created as well in 2009 to expand on the information available in the printed guide. This also provides a more interactive environment for potential visitors to learn about area arts and culture offerings through video, audio, rotating images and hyperlinks to partner Web sites. This guide is currently available on the destination Web site as well as offered to partners for display on their respective Web sites. . Dedicated Consumer E-newsletter: To promote the Celebrate the Arts Month in November, the monthly consumer e-newsletter for October deployment centers on our arts and culture offerings, and includes a hyperlink to the digital Arts, Culture & Heritage Guide. . Create an updated and enhanced digital Arts, Culture & Heritage Guide. Also, team to explore ways to expand distribution and increase flexibility of updating ---- the guide, e, tT10re ues. to attract out of market visitors. ~. 52 Packet Page -2149- 9/27/2011 Item 16.F.5. ~=-:: ;=~~~~-~#, ::.~,= ~~ "/;; '" ~ - r:) l""'I11 T PI b k ~-~ Naplt:s }\brcols1an ~ z'Ull-]2ream ay 00" \~Evt:rglades~~,,' ~ "'",__ ~,,<" _,#o..",_""!oo~_"" ~~J/'? . . ~- ""=,-,,= ~ L'='= -- - - - - - m c- ~ FY 2012 AIR SERVICE SUPPORT PLAN With air service as the most commonly used transportation mode of our visitors, it is imperative that we continue to foster partnerships with our local airports. 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. As the largest commercial airport serving the county, the Southwest Florida International airport will be the main focus of our efforts, as well as the local Naples Municipal Airport. Strategies include developing new scheduled and chartered flights to Southwest Florida and specifically for the Southwest Florida International Airport (RSW), in developing ways to ensure visitors are aware of the destination's close proximity. Additionally, we look to expand efforts targeting the fly-drive markets, mainly Miami, Tampa, and Orlando. Currently, Visitor Guides and maps are distributed at the Orlando-Sanford International Airport through a cooperative effort with the Seminole County CVB, and we are pursuing similar opportunities with other airport partners. The following provides an overview of aid service to Southwest Florida International Airport (RSW): ~ ng tloston ~ amr~d~ and e 47 Nonstop destinations (43 Domestic, 4 International) provided by 20 different air carriers: Domestic Direct Air Service (Partial Ust): 1, Atlanta (A TL) a. AirTran Airways b. Delta Air Lines 2. Atlantic City (ACY) a. Spirit Airlines 3. Baltimore (BWI) ~ 53 Packet Page -2150- 9/27/2011 Item 16.F.5. g~J~{r;ac~2ii'-",~@.,?~"*"t'F ~ = ,-E "'" " r'~ - 1i?f4E.~~~~~A;~ !E=_ 7 "'-~ ,,- ",-:;'&,=~" ~ ~ 01:(VJ 1 1'1'+ pi b k ri~NapJcs:Marcols1an ,l,;U..~I-IL....Weam. ~ay 00" \~ Evergla.des.~'" ~ """~ ......- ..... ""'- _ """ -'1':'".0; I ~. rf ". -. ItS. ~ ,P-; ~ - _~ ~=7 '" - - - "> c,,-~~ ~~ - _'" - \ ,.,,=~ ,-.... a. AirTran Airways b, Southwest Airlines Domestic Direct Service Cont: ~. 4. Bloomington-Normal (BMI) a. AirTran* 5. Boston (BaS) a. JetBlue c. AirTran Airways'" 6. Buffalo (BUF) a. AirTran Airways'< b. JetBlue* 7. Canton-Akron (CAK) a. AirTran Airways* 8. Charlotte (CL T) a. US Airways 9. Chicago-Midway (MOW) a. Southwest Airlines 10. Columbus (CMH) _ f.; ct. /"'"\1 /l"l r\fVaVS 15. Grand Rapids (GRR) a. AirTran Airways 16. Hartford (BOL) a, Delta Air Lines'" 17. Houston-Intercontinental (lAH) a. Continental Airlines ..-... 54 Packet Page -2151-