South Walton Tourist Development Council

2012 – 2013 Strategic Plan

April 24, 2012

DRAFT

Updates made in red represent the 1st quarter

Updates made in blue represent the 2nd quarter

Updates made in green represent the 3rd quarter

Updates in purple represent the 4th quarter

Brand Story.

Everyone needs to have their own beach.

Sounds simple enough. Start with the purest white quartz sand filtered down from the Appalachians eons ago and washed westward along the blue-green Gulf. Form it into wave-like dunes topped with sea oats. Frame the dunes with pines, spreading broad swathes of green against the perfect blue of the sky. Scoop out freshwater lakes to reflect all that blue. And back it all with a huge inland estuary teeming with all forms of life.

People have been drawn to this restorative beauty ever since they’ve been drawn to the South. The culture that has grown up here from residents and visitors alike has ever been peaceful, respectful of the natural uniqueness and well spiced with the flavors of Southern and gulf coast character.

The result is a necklace of individual beach neighborhoods, each with its distinct emotional hue, its own cultural traditions and feel, its own visual style. All linked not only to each other, but also to the bountiful natural gifts they are committed to preserve and perpetuate.

This is our promise: somewhere along this strand, you will find your perfect place, your partner’s beach ideal, your family’s epitome of what the word beach was meant to be.

That’s South Walton. Find your perfect beach.

Mission

The mission of the South Walton TDC is to direct and manage activities that will strengthen the position of the South Walton brand in the tourism marketplace, in order to increase the tourism economy of Walton County. The TDC will manage and maintain our beaches as a primary attraction and serve as a responsible industry organization to take a leadership role in addressing issues that affect tourism and the quality of life in Walton County.

Brand Promise

South Walton provides visitors with a relaxing escape: an upscale, yet casual, place to unwind and rejuvenate. Charm and scenic beauty define our stretch of Northwest Florida’s Gulf Coast, and our white sand beaches and turquoise waters offer a natural setting, where visitors feel comfortable. We deliver an unforgettable experience, filled with lasting memories.

2012-2013 Goals

  • Execute the South Walton brand through strategic paid, earned, owned and shared media programs
  • Increase brand awareness in and out of market
  • Build consumer inquiries and deliver qualified leads to bed tax collectors
  • Retain and grow visitation from core and emerging markets
  • Manage and maintain the South Walton beaches
  • Deliver unforgettable experiences filled with lasting memories

Based on the Mission Statement and the Brand Promise, the TDC will meet and strive to exceed goals and objectives through 6 main areas of focus:

  • Brand Execution
  • Beach Maintenance
  • Beach Nourishment
  • Visitor Experience/Customer Service
  • Attracting & Retaining Visitors
  • Administration Organizational Excellence

Brand Execution

South Walton provides visitors with a relaxing escape: an upscale, yet casual, place to unwind and rejuvenate. Charm and scenic beauty define our stretch of Northwest Florida’s Gulf Coast, and our white sand beaches and turquoise waters offer a natural setting, where visitors feel comfortable. We deliver an unforgettable experience, filled with lasting memories.

Goal: Foster, protect and grow the South Walton brand to increase tourism in Walton County. Embrace core brand attributes, clearly and authentically communicating the benefits of the 15 distinct beach neighborhoods to visitors in core and emerging markets.

Strategy: Adopt, embrace and convey South Walton brand and the 15 beach neighborhoods across all TDC initiatives, daily activities and communications programs. Consistently communicate South Walton brand both in and out of market taking leadership role as brand ambassadors embracing both the master and sub-brands.

Objectives:

•Using existing creative assets developed through the brand evolution process, continue to communicate Visit South Walton brand in top 10 markets through a variety of mediums including regional print, TV broadcast, digital, and social media. (link to media plan)

  • Renegotiated, placed and purchased 2012-13 media plan
  • Resized existing brand and co-op artwork for first quarter insertions
  • Developed and placed online media plan, including paid online and social media opportunities
  • Developed beach safety media plan
  • Developed emerging market strategy brief
  • Placed beach safety media plan
  • Developed plan to diversify radio for Signature Events media
  • Made recommendations and placed print regional opportunistic buys
  • Standardized print ads for brand consistency
  • Resized existing brand and co-op artwork for second quarter insertions
  • Implemented Signature Events online and radio promotions
  • Developed concepts for emerging markets creative
  • Deployed beach safety creative campaign
  • Resized existing brand and co-op artwork for third quarter insertions

•Marry all messaging to ensure clarity through paid, owned, earned and shared media.(link to Beach Momma)

  • Revised Beach Momma for 2012-13 to include more detailed and targeted content and more dynamic themes
  • Put in place system to systematically review and enhance Beach Momma on monthly basis
  • Enhanced Facebook paid media to include sponsored posts
  • Incorporated monthly theme into all monthly sweeps messaging
  • Reviewed and updated Beach Momma monthly to ensure relevant messaging
  • Reviewed and updated Beach Momma monthly to ensure relevant messaging

•Continue to communicate the brand through niche media including weddings, groups, meetings, signature events and eco-tourism.(link to media plan)

  • Renegotiated, placed and purchased 2012-13 meetings media plan
  • Developed strategic recommendation for sales mission bridal effort
  • Developed strategic brief for evolution of signature event creative
  • Created an “ecosploring” video for use on website and social media channels that positions South Walton as an ecotourism destination
  • Developed new creative for Signature Events and deployed for 30A Songwriters and Seaside Half Marathon
  • Supported 30A FAM initiative and attended festival for content generation
  • Created a 30A Songwriters Festival video for use on website and social media channels
  • Worked with theknot.com to put together a promotion to promote Visit South Walton as a wedding destination in core and emerging markets
  • Proposed niche email marketing program with behavioral targeting that will launch with a wedding influence
  • Developed new paid media creative for South Walton Wine and Food Festival and ArtsQuest
  • Developed creative and implemented knot.com Girls Getaway promotion to increase wedding business in South Walton
  • Created South Walton Wine and Food Festival video for use on website and social media channels

•Continue to offer bed tax collectors a variety of co-operative media opportunities designed specifically to broaden awareness and deliver qualified leads.(link to co-op plan)

  • Worked with co-op partners to ensure correct information in insertions
  • Offered weekly and monthly sweeps reports to co-op partners
  • Revised co-op banner ad creative for spring and summer campaigns
  • Worked with co-op partners to enhance presence and lead generation on website
  • Developed sales materials and plan for 2013-14 Cooperative Partner Program

•Incorporate South Walton brand in all public and media relations efforts educating journalists and readers about South Walton. Strengthen media outreach fostering relationships with journalists in key publications in support of strategic media plan and visitor profile.(link to communications plan)

  • Started updating press materials to ensure inclusion of Gulf Place – the 16th beach neighborhood.
  • Created strategic brief for promoting the 30A Songwriters festival and growing reach of South Walton. Included in the brief: a press trip timed with the festival. Media targets have been identified and are being pitched by the TDC and its partner agencies.
  • Provided background on South Walton to the producer of “Emeril’s Florida,” in support of episode featuring the destination.
  • Distributed a monthly “What’s New” e-newsletter – a regular recap of destination news for target media.
  • Southwest Airlines Spirit – The TDC worked with the magazine on a feature about Northwest Florida beaches.
  • AL.com, The Huntsville Times, The Birmingham News, South Florida Sun-Sentinel, Orlando Sentinel and Visit Florida Beaches & Adventure Insider blog – These publications featured fall events throughout the destination as a result of pitching and news release distributions.
  • Florida Travel + Life – Provided information to the publication, as South Walton was selected as the best beach town under “Best Places to Live” in the December issue.
  • Association News – Features South Walton in a round-up of Central and North Florida meetings destinations as a result of an interview with the TDC.
  • Distributed a round-up news release of holiday events and offers to more than 200 long-lead travel and lifestyle media.
  • Followed up with Memphis media, including Commercial Appeal, At Home Tennessee, Memphis magazineand Southern Bride magazine, following TDC deskside meetings.
  • Worked with freelance travel journalist, Rachelle Lucas, to begin planning a spring custom media visit.
  • Provided key contact recommendations for 30A media fam trip
  • The TDC hosted the 30A Songwriters Festival FAM with support from its agencies. Attendees included representatives from Country Weekly, Relix, Memphis Magazine, Accent on Tampa Bay, Exploration Travel Magazine, Southern Hospitality Traveler and Nola.com. News outlets were monitored for resulting coverage.
  • Managed a media deskside mission to Birmingham. Met with journalists representing Hoffman Media (publishers of Victoria, Taste of the South, Cooking with Paula Deen, Southern Lady, TeaTime, Louisiana Cookin’, Phyllis Hoffman Celebrate and The Cottage Journal), Birmingham Parent, Birmingham Home & Garden, VisitSouth.com, Taste of the South, Cooking Light and freelance journalists. TDC representative participated in on-air interview with ABC 33/40, the Birmingham ABC affiliate.
  • Planned and implemented individual media visits for representatives from Nashville Parent, St. Louis Post-Dispatch and the Visit Florida Dining Insider.
  • Began planning for individual media visit for a journalist from the New York Post, including outreach to host property.
  • Planned future individual media visits for bloggers from ChildMode.com and The Mom Creative.
  • Distributed news releases about new events, activities and places in South Walton and spring events/packages to travel and lifestyle media. Posted to PR Newswire as appropriate.
  • Updated and distributed South Walton’s arts backgrounder to travel, lifestyle and arts/culture media.
  • Advised partner 30A Games on media announcement of Monopoly: Visit South Walton Edition.
  • Distributed a monthly “What’s New” eNewsletter – a regular recap of destination news for target media.
  • Responded to a variety of media inquiries, including requests from freelance journalist Andrea Poe for a story on Valentine’s Day travel, Traditional Home magazine for a story on design-minded travel destinations and Florida Trend for future travel stories.
  • Reviewed emerging markets and brand engagement plan and identified public and media relations opportunities.
  • Developed a draft plan for hosting virtual deskside meetings with target media.
  • Reviewed and updated the online press room.
  • Updated media lists in SimpleView to align with PR agency’s contacts.
  • Conducted review of news release distribution services and renewed contract with PR Newswire.
  • Updated the South Walton boilerplate for news releases and added the new description to all press materials.
  • Managed a media deskside mission to Houston. Met with journalists representing Houston Chronicle, 002 Houston magazine, H Texas magazine, Texas Wedding magazine, Hispanic Meetings & Travel and Houston Style.
  • Distributed news release about summer events to media covering travel, lifestyle and events. Posted the short-lead version of the news release to PR Newswire.
  • Distributed news release about Mother’s Day activities in South Walton to short-lead media (daily and weekly media outlets).
  • Hosted bloggers from KevinandAmanda.com on a custom media visit.
  • Continued follow-up with media who attended the 30A Songwriters Festival FAM to secure status of any remaining stories.
  • Responded to a variety of media inquiries, including requests from “Dallas Morning News”for story ideas.
  • Pitched bridal party getaway (in partnership with TheKnot.com) to wedding bloggers and websites.
  • Distributed complimentary copies of Monopoly: Visit South Walton edition to 37 media outlets, including journalists from Coastal Living, Atlanta Journal-Constitution, USA Today, Southern Living and others.
  • Planned for public relations support of South Walton’s mobile app re-launch.
  • Started drafting news release about the mobile app re-launch (see mobile app marketing brief).
  • Identified and commenced pitching of Chicago-based media to attend South Walton’s “White Beach Party” reception at BlogHer. Secured RSVP from Leisure Group Travel.
  • Continued working with New York Post writer to determine date for custom media visit.

•Continue to embrace social media as a viable and important component of the South Walton communications plan.(link to social media plan)

  • Created social media policy and social media purpose statements
  • Enhanced social presence to include Instagram
  • Produced detailed weekly and monthly content documents to implement social strategies for Facebook, Twitter, YouTube, Pinterest, Instagram and Foursquare
  • Implemented social media listening software
  • Began using sponsored posts as key tactic to enhance social reach
  • Implemented social giveaways
  • Proposed and concepted social public workshops as way of partnering with local social media influencers and garnering content
  • Began set up of wiki to act as repository for future content
  • Developed and directed a social public workshop
  • Supported knot.com weddings initiative, emerging markets and sales engagements through social media

•Update and monitor Beach Momma to ensure clear and constant content development including stories, newsletters, photography, sweepstakes and videos. (link to Beach Momma)

  • Revised Beach Momma for 2012-13 to include more detailed and targeted content and more dynamic themes
  • Put in place system to systematically review and enhance Beach Momma on monthly basis
  • Developed relevant content monthly in accordance with Beach Momma
  • Held monthly content meetings to ensure consistency amongst stories, newsletters, sweepstakes and other content
  • Developed Ecosploring and 30A Songwriters videos in accordance with content
  • Incorporated monthly content theme into all sweeps messaging and email marketing
  • Developed “Shopping”, “South Walton Wine Festival” and “Day in the Life of a Kid” videos for enhanced content

•Develop and produce the Visitor Guide to highlight the South Walton brand and communicate all there is to do on vacation including, but not limited to, family fun, dining, outdoor activities, weddings, meetings, eco-tourism, signature events, shopping, golf and romantic escapes.(link to online guide)

  • Worked with local photographer to coordinate photo shoot for the Visitor Guide and selected all photos to be included
  • Wrote and or approved all content for the guide
  • Worked with tax collection office to ensure as many bed tax collectors as possible were represented and all information was verified
  • Included Gulf Place as the 16th neighborhood
  • Generated estimate and began revisions to finalize artwork for Visitor Guide
  • Developed estimate for printing/production of Visitor Guide
  • Finalized artwork and completed printing/production of Visitor Guide
  • Drafted strategic brief for 2014 Visitor Guide

•Work with research partner to adapt a new approach to garnering relevant research aimed at analyzing and forecasting current and emerging trends that may affect strategic communications.(link to partner site)

  • Provided input on website satisfaction survey
  • Create a South Walton rallying cry and engage stakeholders to use the brand in market. Develop fun and exciting ways to entice 16 beach neighborhoods to actively engage in the brand.
  • Worked with the BCC to create an RFP to select a moderator for the TDC general discussion workshops. The workshops were held on December 3,4 and 5.
  • Designed and received public feedback on South Walton bumper sticker
  • Finalized and produced South Walton bumper sticker
  • Drafted local rallying cry strategic brief
  • Seek more strategic partnerships through paid media partners to align brands and reach more visitors in core and emerging markets.
  • Met with Visit Florida to discuss existing co-op relationship and development of further expansion of partnership moving forward and any added value that can be provided
  • Partnered with Visit Florida’s million dollar investment as part to about Emeril’s Florida
  • Worked with paid media partners to receive added value
  • Support and maintain new website ( fostering clear and relevant information for visitors. Assure messaging fosters the brand and supports 15 beach neighborhoods.
  • Developed and added new content to website in accordance with Beach Momma
  • Updated content monthly to ensure relevance of content (at a minimum)
  • Added Gulf Place to the website as a 16th beach neighborhood
  • Updated content monthly to ensure relevance of content (at a minimum)
  • Updated South Walton Sounds page
  • Revised all existing 15 beach neighborhood videos and created Gulf Place video
  • Began implementation of SEO foundation work on website
  • Updated the online press room by adding new content
  • Grow and foster additional digital assets including mobile site, beach finder app, eco-tourism app, partner site, database and photo cloud.
  • Updated Mobile home page monthly
  • Developed app rebuilding strategy with goal of getting app added to App store
  • Researched vendors, provided recommendation and generated proposal for web/social archiving
  • Received approval on app enhancement and developed functional requirements and specs
  • Finalized contract with website/social archiving partner
  • Began development of eNewsletter template revisions
  • Implemented app enhancement 2.0, which included incorporation of ecotourism app, and launched “Perfect Beach” app in Apple Store
  • Developed and began executing app promotion marketing plan
  • Completed eNewsletter template revisions
  • Manage internal database seeking most current and up-to-date information for family of sites, apps and visitor guide.
  • Integrated database forms with website forms so information for eNewsletters and sweeps goes directly into database
  • Customized autoresponders for new entries into database (signups for eNewsletter, Visitor Guide, etc.)
  • Continue to offer public workshops designed to communicate TDC’s programs, foster open discussion and feedback and participation from bed tax collectors and other tourism partners.
  • Worked with the BCC to create an RFP to select a moderator for the TDC general discussion workshops. The workshops were held on December 3,4 and 5
  • Held public workshop for Beach Access signage
  • Proposed “social” public workshops to engage social media influencers in the community
  • Held social public workshop that engaged social media influencers in the community
  • Grow and support partner website with clear communication to bed tax collectors.
  • Updated the site to make the tabs easier to use and communication easier to find
  • All information is added to the site
  • Seek new and cultivate existing strategic alliances aimed at aligning like brands, increase awareness and increase tourism in South Walton.
  • Developed engagement recommendations for BlogHer conference as part of emerging markets plan with intention of cultivating blogger relationships to increase brand awareness
  • Developed engagement recommendations for White Linen Night to align Visit South Walton’s signature event programming with an arts initiative in New Orleans
  • Developed engagement recommendations for Decatur Book Festival to align Visit South Walton’s signature event programming with a literacy initiative in Atlanta
  • Developed strategy, creative support materials and coordinated South Walton’s presence at BlogHer, White Linen Night and Decatur Book Festival
  • Participated in instructional VISIT FLORIDA webinar on opportunities for leveraging the organization’s new website
  • Grow awareness and attendance to signature events through an active and engaging grant program aligned with paid, owned, earned and shared media support.
  • TDC sponsored and attended and Downtown GetDown in Tallahassee for FSU home game Oct. 12.
  • Staff also attended the tailgating pre game in Seminole Village on Oct 13. Through social media engagement of visitors 430 gas cards were given out of the 2 day period.
  • Staff attended regularly scheduled meetings with sponsored events.
  • Staff attended, represented and or participated in Baytowne Wharf Beer Festival, Rosemary Beach Uncorked, Noches De Los Muertos, Treasures of South Walton Adventure Run, Taste of the Beach and South Walton Celebrity Golf Tournament, Hilton Sandestin Basketball Blowout, 30A Songwriters Festival,
  • Sandestin Gumbo Festival, Seaside Half Marathon, 30A Wine Festival
  • Diversified radio media buy to increase reach of Signature Events promotion; radio buy also includes added value promotional giveaways
  • Developed new Signature Events creative
  • Created 30A Songwriters Festival video for use on website and social media channels
  • Developed engagement recommendations for White Linen Night to align Visit South Walton’s signature event programming with an arts initiative in New Orleans
  • Developed engagement recommendations for Decatur Book Festival to align Visit South Walton’s signature event programming with a literacy initiative in Atlanta
  • Created South Walton Wine and Food Festival video for use on website and social media channels
  • Created a combined app promotion/Signature Events promotion collateral piece for distribution at engagement efforts
  • Developed strategy and coordinated presence for White Linen Night and Decatur Book Festival

Measurement: Assetswill continue to be tested for relevancy through research, lead generation, web stats, increased traffic to the website, higher equivalencies in public relations, growth in social media efforts, brand awareness and increased tourism.