Visit Jacksonville Beach Campaign Proposal

7/21/2019 Visit Jacksonville Beach Campaign Proposal

1/24

Campaign Proposal

VisitJacksonville

Beach

PREPARED FOR: Visit Jacksonville

PREPARED BY: Midas Touch Consulting


2/24

Visit Jacksonville Midas TouchExecutive SummaryThe purpose of Midas Touch Consulting creating the Visit Jacksonville campaign is to

increase revenue for Jacksonville Beach and raise awareness about Jacksonville Beach and all of theactivities it has to offer to tourists and locals.

Midas Touch has created a strategic campaign that will begin Ma !" #$!% and will end on&eptember !" #$!% that includes four main ob'ectives. The main target audience will be oungprofessionals who travel to Jacksonville for business or 'ust for leisure. Midas Touch has alsocreated several tactics to attract locals to Jacksonville Beach. Through these ob'ective and tactics"Midas Touch hopes to spread awareness of the man events and hotspots that Jacksonville Beachoffers.

Traditional media will be used to advertise Jacksonville Beach. The local radio stations willbe used to inform listeners of upcoming events that Midas Touch has created for Visit Jacksonville.( digital billboard will also be implemented throughout the campaign period. The billboard will beplaced on )nterstate !$ before arrival to Jacksonville in an effort to reach those who are traveling toJacksonville b car. The image of Jacksonville Beach will be a reminder to a traveler*s minds thatthere is a beach getawa in Jacksonville.

&ocial media is a vital necessit for the campaign. Multiple hashtags have been created forJacksonville Beach hotspots and the events that will be occurring throughout the summer. Manadvertisements" offers and giveawas will be given through social media posts. +or e,ample" thespread of a promo code will be offered as a discount for those staing at a Jacksonville Beach hotel"

scheduled social media posts for paid and non-paid will be used to serve as advertisements and therewill be a ticket giveawa for the Bar Crawl event. The main goal of using social media as aplatform is to inform tourists and locals through updates on multiple platforms /+acebook" Twitter")nstagram0 with upcoming events and attractive pictures of Jacksonville Beach throughout thecampaign.

Midas Touch has created several events to attract locals and tourists to Jacksonville Beach.Visit Jacksonville will be at the Jacksonville Beach (rt 1alk to create awareness for events andhotspots and giveawas that correspond with Jacksonville Beach. (lso" there will be two mainevents2 Beach Bar Crawl and 3estaurant 3ende4vous. These events will be aimed at the target

audience who en'o local" non-chain restaurants and an active" one-of-a-kind bar scene.

(fter closel e,ecuting the four ob'ectives" Midas Touch Consulting will evaluate the successof the campaign b performing the following2 tracking the number of social media followers"conducting a post-campaign surve" evaluating Jacksonville Beach hotel guest rates and measuringthe amount of registered guests at events.

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3/24

Visit Jacksonville Midas Touch

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4/24

Visit Jacksonville Midas TouchMidas Touch Consulting

Mission Statement:

Midas Touch Consulting5s goal is to attract leisure and business travelers to the Jacksonvillebeaches b cooperating with the cit of Jacksonville" hotels and local restaurants and bars.

Team Members:

Chelsea Colemanhas more than #$ ears of e,perience in public relations and advertising.&he is credited for creating hundreds of innovative and successful campaigns throughout her nativestate of +lorida. Because of her keen ee for detail" Chelsea has led Midas Touch Consulting to

advanced public relations strategies and also assists in management of crisis communication.Chelsea has a bachelor of science in communication with a concentration in public relations fromthe 6niversit of 7orth +lorida and has a master*s degree in integrated marketing communicationfrom +lorida &tate 6niversit.

Courtney Brownbrings over !$ ears of public relations field e,perience. &he brings abreadth of knowledge in the tourism and hospitalit industries due to her e,perience with corporatehotel branches such as &tarwood and Marriott. Courtne has a bachelor of science in communicationwith a focus on public relations. &he then pursued a master*s degree in communication from heralma mater" which is Boston 6niversit.

Lauren Hannais a public relations specialist with more than #$ ears of e,perience. 8erskills include communication" writing" and problem solving. &he is a graduate of 8arvard6niversit where she received her Bachelor of (rts 9egree. :auren has worked with some of theworld*s largest public relations firms including ;delman" M&:


5/24

Visit Jacksonville Midas TouchSituation Analysis

Visit Jacksonville is Jacksonville5s visitor*s bureau. )t wants to engage more locals withJacksonville5s beaches and encourage tourists to visit them. Visit Jacksonville is searching for acampaign that will attract people to travel to Jacksonville5s Beaches through media relations. VJreceived a sponsorship of ?#%"$$$ that will be e,pended in the efforts of furthering the tourismindustr for Jacksonville Beach.

Client Background

Visit Jacksonville was founded in Jacksonville" +lorida to welcome visitors to the largest citin the state of +lorida. The purpose of Visit Jacksonville is to be a resource for visitors andcommunit stakeholders to see an arra of areas" activities and restaurants that the can en'o whilee,ploring Jacksonville.

(ccording to Visit Jacksonville*s website" www.visit'acksonville.com" the compan*s missionstatement is2

To create and globally market, sell and romote an excetional exerience resulting in

greater community roserity, ride and vitality!"

The three visitor centers offered b Visit Jacksonville are strategicall planted in different

parts of Jacksonville2 The Jacksonville :anding" Jacksonville )nternational (irport and JacksonvilleBeach. The visitor centers aid visitors and locals to discover hot spots around the cit to enhancetheir e,perience in Jacksonville.

Visit Jacksonville*s Board of 9irectors is the backbone to the compan. The board membersare vital in decision making and being a connection between the Visit Jacksonville staff" the Tourist9evelopment Council /T9C0 and Visit Jacksonville =artners.

(lthough Visit Jacksonville has brought in more tourism to the greater Jacksonville area in#$!@ than in ears past" it is seeking a wa to bring more patrons to Jacksonville Beach.

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6/24

Visit Jacksonville Midas TouchS#$T Analysis

Strengths

Jacksonville has ## miles of beaches.

There are three distinct beach towns with shoppingmalls and beach-life culture.

The nightlife and the beach bars are e,pansive

and diverse.

3estaurants have caught-that-da fresh seafood.

There is a cruise port in Maport for the Carnival+ascination.

#eaknesses

Visit Jacksonville onl receives A$ percent of the >percent bed ta, of hotel rooms in 9uval Count.=articular areas of the beaches can be crowded onholidas.

$ortunities

There are options for free parking at each of the

beach areas.Visitors can take an )ntracoastal ;co-Tour.

+amilies can go to the (dventure :anding and&hipwreck )sland 1aterpark.

+or histor buffs" there is The Beaches Museum 8istor Center.

There are water activities from fishing to paddle

boarding to surfing" etc.

The &eawalk =avilion offers concerts and festivals

Threats

+lorida =anhandle Beaches /=anama Cit" 9estin

and =ensacola0

+lorida )-% Beaches /&t. (ugustine Beach"9atona Beach" Cocoa Beach" 7ew &mrna0

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7/24

Visit Jacksonville Midas TouchSecondary %esearch

(ccording to 6+ Bureau of ;conomic and Business 3esearch" Jacksonville Beach has apopulation of #@"$AA people. Jacksonville has ##-miles of white-sand beaches for tourists andlocals of the Jacksonville area. 6&( Toda named Jacksonville Beach" (tlantic Beach and 7eptuneBeach among the best and most accessible beach communities to vacation in +lorida. That isimportant to this campaign in order to promote Jacksonville Beach and all the amenities it offers totourists in the Jacksonville area. Jacksonville Beach offers activities and events for everbod. )t hasa fishing pier for the fisherman" the &eawalk =avilion that has special movie and music events forfamilies" breweries for the beer-lovers and an assortment of clubs and pubs for oung-adults.

:ast ear" there were #$$ people who attended $D 8app 8our5s ;aster Eeg 8unt bar crawl.

This ear the have an e,pected @%$ people. The ;aster Eeg 8unt was located in Jacksonville Beachand the participating bars included 7ippers" Feta Brewing Compan and The Bri, Taphouse. This isvalid to this campaign because of the beach bar crawl that was created b Midas Touch" hatheadGuartered in Jacksonville Beach" and we are also using some of the same bars. Hn 9ec. !@"#$!D" $D 8app 8our hosted The 6gl &weater Bar Crawl" which had around D$$ contestants. Thisis $D 8app 8our*s most popular event. 8owever" almost all of their events have at least !$$contestants registered on +acebook. The send out around !"I$$ invitations on +acebook and have@I"#>D followers on +acebook. This research shows the demand and response for bar crawls thattake place in Jacksonville Beach.

The 6& 7ews Travel sas that June through (ugust are the beaches busiest times of tourism.This peak travel time will bring visitors into Jacksonville Beach and this campaign will make themhave a memorable e,perience while visiting" therefore increasing the likelihood of making themwant to visit again.

Hver the course of three das"


8/24

Visit Jacksonville Midas Touch&rimary %esearchMidas Touch conducted a surve through the website &urve Monke. The link is2

https2www.survemonke.comsJ93EK+

There were @$ respondents" which made up of I$ percent females and #$ percent males.

The total amount of respondents that had visited Jacksonville Beach was A percent and D$

percent said the slightl visited often.

The target audience made up A> percent of the responses. That is people aged #! to @D that

are married or single without children. Hnl D out of @$ responses were from out-of-state andthe remaining was all located within +lorida.

:ocation" weather and events were the top choices for the respondents* first priorit whenchoosing a vacation destination. The second most popular choice was cost. The third most popularpriorit was hotels and amenities.

1hen asked what tpe of events would make the respondents come to Jacksonville Beach the topanswer was food" art and music festivals.

The most popular overall perceptions of Jacksonville Beach was oung" fun" bad-parking andcasual.

$verall Camaign 'oal

The overall goal of this campaign is to raise awareness about the opportunities thatJacksonville Beach has to offer" as well as promote Visit Jacksonville through different events andsocial media platforms.

$b(ectives

!. To increase attendance at events at Jacksonville Beach b having at least %$$ peopleregistered or attended for each event" during the summer of #$!%.

#. To increase guests in hotels b !% percent during the summer of #$!%.

@. To increase social media platforms b at least increasing follows b #$$ follows on eachoutlet /+acebook" )nstagram" Twitter0.

D. To motivate patrons to visit Jacksonville Beach.


9/24


Audience Analysis

)oung &ro*essionals

This campaign will focus on a target audience of singlemarried with no kids oungprofessionals aged #! to @D in counties surrounding Jacksonville that have a stretch of )nterstate %going through them. These counties include2 7assau" &aint Johns and +lagler count. This campaignwill also focus on oung professionals who commute to Jacksonville or simpl travel throughJacksonville via )nterstate %. The people in this age group are members of


10/24

Visit Jacksonville Midas TouchCalendar

Apr 2015 ~ May 2015 ~ Jun 2015Sun Mon Tue Wed Thu Fri Sat

1Paid FacebookAd Airs

2

3 Sunday Fun-dayPost

4Paid Facebook

Ad Airs

5Social Media

Update

6Social Media

Giveaway Opens(otel!

Paid FacebookAd Airs

7Social Media

Update

8"adio Ad

9Social Media

Update

10Sunday Fun-day

Post

11Social Media

Update

12#a$ %eac& Art

'alk p)*)-+ p)*)Social Media

Update

13Social Media

Giveaway ,loses(otel!

14Announce

'inner SocialMedia Giveaway

15Social Media

Update

16

17Sunday Fun-day Post

18Paid Facebook

Ad Airs

19Social Media

Update

20Social Media

Giveaway Opens( ickets!

21Social Media

Update

22Paid Facebook

Ad Airs

23Social Media

Update

24Sunday Fun-day

Post

25Social Media

Update

26"adio Ad

27Social Media

Giveaway ,loses( ickets!


28Announce SocialMedia Giveaway

'inner (ickets!

29Social Media

Update


31Sunday Fun-day

Post

Notes:

Calendar KeyVisit Jacksonville EventsTraditional Advertisements !adio"#ree $ocial %edia &pdates T'itter( )nsta*ram( #ace+ook",aid $ocial %edia Ads -.0" #ace+ook",aid $ocial %edia Ads -5" #ace+ook"$ocial %edia /ivea'ays

"
http://www.wincalendar.com/April-Calendar/April-2015-Calendar.htmlhttp://www.wincalendar.com/April-Calendar/April-2015-Calendar.htmlhttp://www.wincalendar.com/June-Calendar/June-2015-Calendar.htmlhttp://www.wincalendar.com/June-Calendar/June-2015-Calendar.htmlhttp://www.wincalendar.com/April-Calendar/April-2015-Calendar.htmlhttp://www.wincalendar.com/June-Calendar/June-2015-Calendar.htmlhttp://www.wincalendar.com/April-Calendar/April-2015-Calendar.htmlhttp://www.wincalendar.com/June-Calendar/June-2015-Calendar.html


11/24

Visit Jacksonville Midas Touch%ay 2015 ~ une 2015 ~ Jul 2015

Sun Mon Tue Wed Thu Fri Sat

1Social Media

Update

2Paid Facebook

Ad Airs

3Social Media

Giveaway Opens( ickets!

Social MediaUpdate

4Paid Facebook

Ad Airs

5Social Media

Update

6Paid Facebook

Ad Airs

7Sunday Fun-day

Post

8Social Media

Update

9#a$ %eac& Art

'alk-+ p)*)

Social MediaUpdate

10Social Media

Giveaway ,loses( ickets!

11Announce SocialMedia Giveaway

'inner (

ickets!Social MediaUpdate

12"adio Ad

13Social Media

14Sunday Fun-day Social Media

Post

.

15Paid Facebook

Ad Airs

16Paid Facebook

Ad Airs

17Social Media

Update

18Paid Facebook

Ad Airs

19Paid Facebook

Ad Airs

20#a$ %eac& %ar

,rawl-+ p)*)

#ack #o&nson,oncert

/0 p)*) 1 2 a)*)Social Media

Update

otel GiveawayOpens

21Sunday Fun-day

Post


otel Giveaway,loses

22"adio Ad

Announce otelGiveaway'inner

23Social Media

Update

24Paid Facebook

Ad Airs

25Social Media

Update

26Paid Facebook

Ad Airs

27Paid Facebook

Ad Airs

28Sunday Fun-day

Post

29Paid Facebook

Ad Airs

30Social Media

Update

Notes:

Calendar KeyVisit Jacksonville EventsTraditional Advertisements !adio"#ree $ocial %edia &pdates T'itter( )nsta*ram( #ace+ook",aid $ocial %edia Ads -.0" #ace+ook",aid $ocial %edia Ads -5" #ace+ook"$ocial %edia /ivea'ays

1#
http://www.wincalendar.com/May-Calendar/May-2015-Calendar.htmlhttp://www.wincalendar.com/May-Calendar/May-2015-Calendar.htmlhttp://www.wincalendar.com/July-Calendar/July-2015-Calendar.htmlhttp://www.wincalendar.com/July-Calendar/July-2015-Calendar.htmlhttp://www.wincalendar.com/May-Calendar/May-2015-Calendar.htmlhttp://www.wincalendar.com/July-Calendar/July-2015-Calendar.html


12/24

Visit Jacksonville Midas TouchJun 2015 ~ u!y 2015 ~ Au* 2015

Sun Mon Tue Wed Thu Fri Sat

1Social Media

Update

2Paid Facebook

Ad Airs

3Social Media

Update

4Social Media

Update

5Sunday Fun-day

Post

6Social Media



7Paid Facebook

Ad Airs

8Social Media

Update

9Paid Facebook

Ad Airs

10Social Media

Update

11Social Media

Update

12Sunday Fun-day

Post

13Social Media

Giveaway ,loses(otel!

Social MediaUpdate

14Announce SocialMedia Giveaway'inner (otel!#a$ %eac& Art

'alk-+ p)*)

15Social Media

Update

16Paid Facebook

Ad Airs

17Social Media

Update"adio Ad

18"estaurant

"ende3vous(SeawalkPavilion!

// a)*) 1 4 p)*)Social Media

Update

19Sunday Fun-day

Post

20Paid Facebook

Ad Airs

21Paid Facebook

Ad Airs

22Social Media

Update

23Paid Facebook

Ad Airs

24Social Media

Update

25Social Media

Update

26Sunday Fun-day

Post

27Social Media

Update

28Paid Facebook

Ad Airs

29Social Media

Update

30Social Media

Update

31Social Media

Update

Notes:

Calendar KeyVisit Jacksonville EventsTraditional Advertisements !adio"#ree $ocial %edia &pdates T'itter( )nsta*ram( #ace+ook"

,aid $ocial %edia Ads -.0" #ace+ook",aid $ocial %edia Ads -5" #ace+ook"$ocial %edia /ivea'ays

11
http://www.wincalendar.com/June-Calendar/June-2015-Calendar.htmlhttp://www.wincalendar.com/June-Calendar/June-2015-Calendar.htmlhttp://www.wincalendar.com/August-Calendar/August-2015-Calendar.htmlhttp://www.wincalendar.com/August-Calendar/August-2015-Calendar.htmlhttp://www.wincalendar.com/June-Calendar/June-2015-Calendar.htmlhttp://www.wincalendar.com/August-Calendar/August-2015-Calendar.html


13/24


Jul 2015 ~ "u#ust 2015 ~ $ep 2015Sun Mon Tue Wed Thu Fri Sat

1Social Media

Update

2Sunday Fun-day

Post


4Social Media

Update

5Social Media

Update

6Social Media


Paid Facebook

Ad Airs


8Social Media

Update

9Sunday Fun-day

Post

10Paid Facebook

Ad Airs

11#a$ %eac& Art

'alk-+ p)*)

Social MediaUpdate

12Paid Facebook

Ad Airs

13Social Media

Giveaway,loses (otel!Social Media

Update

14Announce SocialMedia Giveaway'inner (otel!

15Social Media

Update

16Sunday Fun-day

Post


17Social Media

Update

18Paid Facebook

Ad Airs

19Paid Facebook

Ad Airs

20"adio Ad

21Social Media

Update

22Social Media

Update

23Sunday Fun-day

Post

24Paid Facebook

Ad Airs

25Social Media

Update


27Social Media

Update

28 29Social Media

Update

30Sunday Fun-day

Post

31Social Media

Update

Notes:

Calendar KeyVisit Jacksonville Events

Traditional Advertisements !adio"#ree $ocial %edia &pdates T'itter( )nsta*ram( #ace+ook",aid $ocial %edia Ads -.0" #ace+ook",aid $ocial %edia Ads -5" #ace+ook"$ocial %edia /ivea'ays

12
http://www.wincalendar.com/July-Calendar/July-2015-Calendar.htmlhttp://www.wincalendar.com/July-Calendar/July-2015-Calendar.htmlhttp://www.wincalendar.com/September-Calendar/September-2015-Calendar.htmlhttp://www.wincalendar.com/September-Calendar/September-2015-Calendar.htmlhttp://www.wincalendar.com/July-Calendar/July-2015-Calendar.htmlhttp://www.wincalendar.com/September-Calendar/September-2015-Calendar.html


14/24

Visit Jacksonville Midas TouchCommunication Strategies and Tactics

$b(ective +: To increase attendance at events at acksonville Beach by having at least -..

eole registered or attended *or each event, during the summer o* /.+-!

&trateg2 To make people feel connected with the Jacksonville Beach communit. Midas Touch will do thisthrough music" food and art events. These events will create a lasting impression on attending visitors in theJacksonville Beach area. ( stronger sense of communit will be created through these events where localswill meet and greet their fellow neighbors. )n order to increase awareness for these initiatives" an events pagewill be created on +acebook where a current and upcoming list of Jacksonville Beach events will be listedalong with was to register or purchase tickets.

Tactic: Jax Beach Art Walk

The first event will be a promotional event at the Jacksonville Beach (rt 1alk. This event takes placeon the second Tuesda of ever month" in Jacksonville Beach" +lorida. There will be a booth at ever artwalk during Ma" June" Jul" and (ugust" which will have promotional items for Jacksonville Beachincluding brochures" t-shirts" koo4ies" sunglasses and cups. The Visit Jacksonville Beach booth at the artwalk will also be promoted through Jacksonville Beach5s +acebook event page.

Tactic: Restaurant Rendezous

The second event will be the Ja, Beach 3estaurant 3ende4vous. This event will be held at the&eawalk =avilion in Jacksonville Beach. The event will provide culinar insights for Jacksonville Beach

visitors and locals. There will be !% participating local restaurants showcasing their food and drinks. Theevent will be free for attendees. 3estaurants will include Feta Brewing Compan" Taco:u" Blind 3abbit"


15/24


$b(ective /: To increase guests in hotels by +- ercent during the summer o* /.+-

&trateg2 To familiari4e people with the hospitalit industr in Jacksonville Beach as well as providemore funding for Visit Jacksonville through the > percent ta, bed fee.

Tactic: !ieaways

The vast ma'orit of oung professionals use social media to sta updated with upcomingevents. 1ith that" we will use +acebook" Twitter and )nstagram as a tool to promote giveawas

including" multiple ticket giveawas to the Beach Bar Crawl and even four different giveawas for atwo-night sta at Casa Marina located in Jacksonville Beach. 1e will launch the giveawas viaTwitter" +acebook" and )nstagram. (lso" the promo code visit'a,bch#$!% will be given awa togiveawa participants to have access to a !% percent discount on participating Jacksonville Beachhotels.

Tactic: Adertise hotels durin" the #ourth o$ July%

Jacksonville Beach is a huge Dthof Jul destination. )t brings in about !$$" $$$ people intoJacksonville" according to 7ews D Ja,. Miller on &ports has named this da as the (nnual

Jacksonville Beach +ourth of Jul Biccle =arade. There are patriotic cclists as far as the ee cansee and what more of a perfect time to visit Jacksonville then the fourth of JulN 8otels such as&heraton" 8ampton" and Courtard are all ocean front hotels that could attract visitors to repeat theirsta in the future.

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http://www.wincalendar.com/April-Calendar/April-2015-Calendar.html


16/24


$b(ective 0: To increase social media lat*orms by at least holding /.. *ollo1s on each

outlet 23acebook, 4nstagram, T1itter5!

&trateg2 To connect with potential visitors through +acebook" )nstagram and Twitter and spreadawareness of Jacksonville Beach5s popular hotspots to oung professionals and locals

Tactic: Create hashta"s $or Jacksonille Beach and tourists to use to learn more a&out

hots'ots and eents%

There will be multiple new hash tags in an effort of spreading them over social mediaplatforms to increase awareness of the event happening at Jacksonville Beach throughout thecampaign. Most of the hashtags will coincide with our events that will be put on. +or our Bar Crawl"there will be hashtags such as2 Odrinkinin'a,beach" O'a,beachbarcrawl" Oovertheditch'a, andO'a,beachgiveawa. There will be a giveawa for # free tickets per social media platform threeweeks leading up to the event. )n total" there will be !$ tickets given awa on social media. Thegiveawas will be through Twitter" +acebook and )nstagram. The tickets will be given awa in pairs.Therefore" t'e posts will ask followers to tag the person that the would bring if the won the tickets.

The first giveawa will be through Twitter" Pvisit'acksonville" where followers will be askedto retweet the post" favorite the post" mention who the will be bringing along and use the hash tagO'a,beachgiveawa. Hn +acebook" followers will need to share the post" like the post" tag VisitJacksonville and use the hash tag.

Hn )nstagram" VisitQJacksonville will ask followers to repost" tag three friends" and use thehashtag. +or our 3estaurant 3ende4vous" we will be posting numerous posts leading up to the eventto promote it. The hashtag O'a,beacheats will be used. The posts on )nstagram will inform followersof the wide variet of restaurants that will be attending our 3estaurant 3ende4vous.

The hashtag Owhcrosstheditch will also be used around the different social media platforms.This is a saing that locals use to impl that everthing that the need is in and around JacksonvilleBeach.

+or those who are from out-of-town" visiting Jacksonville Beach" there will be a spread of apromo code around the social media platforms" offering them a discount for their sta in a hotel inJacksonville Beach. The promo code will be Visit'a,bch#$!%.

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17/24


$b(ective 0 Continued:

Tactic: To continue social media 'osts throu"hout the cam'ai"n

There will be multiple social media posts each month. The will be promoting events" restaurants andhotspots. +or e,ample" Jacksonville Beach (rt 1alk will be promoted b asking followers to post pictures ofthem at the art walk" using the hash tag O'a,bchartwalking. 1e will do similar things with other events andspecials going on in Jacksonville Beach. There will also be social media posts ever &unda asking followersto post what the are doing on their &unda +un-9a and hash tag O&unda+undaJa,Beach. 1e willupdate our social media platforms ever da" creating awareness for all of the opportunities JacksonvilleBeach has to offer.

$b(ective 6: To motivate atrons to visit acksonville Beach!

&trateg2 To increase Jacksonville Beach patrons b multi-platform advertising. Hne digitial advertisementwill be placed on )nterstate !$" 'ust before arrival in Jacksonville. Ten @$-second radio advertisements will bebroadcasted on local radio station %.! 1(=; to advertise the Ja, Beach Bar Crawl and 3estaurant3ende4vous.

Tactic: Buy a di"ital &ill&oard s'ace in a non(&each area in Jacksonille to raise awareness a&outJacksonille Beach

The header photo from the PVisitJa, twitter will be used onto a digital billboard. )t will bestrategicall placed on )nterstate !$ before people arrive to Jacksonville" so it will leave a lasting impressionto visitors and people driving through the cit.

Tactic: Broadcast radio adertisements in southern !eor"ia) *aytona and Central #lorida

( representative from Visit Jacksonville will go on 7=3*s morning show" +irst Coast Connect" topromote the 3estaurant 3ende4vous. The target audience is oung professionals and being on this radio showwill catch commuters heading into work in Jacksonville. (lso" %.! 1(=; will be invited to attend theBeach Bar Crawl.

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18/24

Visit Jacksonville Midas Touch%ecommended Budget

&ocial Media (dvertising

=latforms 9escription Cost

+acebook !$ ad posts P ?>$.$$ ?>$$.$$

@$ ad posts P ?%.$$ ?!%$.$$

)nstagram 7on-=aid (dvertising 7o Cost

Twitter 7on-=aid (dvertising 7o Cost

Total2 ?A%$.$$

Traditional (dvertising

=latforms 9escription Cost

9igital Billboard ! Billboard P ?#"A$$ per four weeks /# months0 ?%"D$$.$$

=roduction Cost 7o Cost

3adio (dvertisement /%.!

1(=;0

/!$0 @$-second ads P ?>%.$$ per ad ?>%$.$$

Total2 ?>"$%$

&ocial Media


19/24

Visit Jacksonville Midas TouchJa, Beach (rt 1alk

;vent 7ecessities 9escription Cost

;vent Table /!0 Table P ?%.>$ ?%.>$

;vent Tent /!0 ;vent Tent P ?!%.$$ ?!%.$$

+oldable Chairs /#0 Chairs P ?!I.II per chair [email protected]>

Customi4ed Brochures /#$0 sets /#% brochures per set0 P ?!@.@ per set ?#>A.I$

=romo )tems /&ee description below0 ?#"ID.%$

Total ?@"%DD.>>

Beach Bar Crawl


+reebird ConcertJack Johnson &ponsored ;vent 7o Cost

=rinted Tickets /A$$0 tickets P .## cents per ticket ?!%D.$$

=romo )tems /see description below0 ?#"ID.%$

1ristbands /!0 bo, /!$$$0 wristbands P ?.I$ a bo, ?.I$

&ecurit /@0 &ecurit =ersonnel P ?@A.%$ per da R ?#.%$ for alcohol

?!#$.$$

&pecial ;vents =ermit +ee ?!%$.$$

Ticket:eap 3egistration =ortal 7o Cost

Total2 ?@"D!I.@$

1!


20/24


3estaurant 3ende4vous


&ponsored 3estaurants !% 3estaurantsBreweries 7o Cost

=romo )tems /&ee description below0 ?#"ID.%$

Clean-6p &ervices ?#$>.@>

;vent +encing /!0 da P ?%$$ per da ?%$$.$$

&ecurit /@0 officers P ?@A.%$ per da R ?#.%$ per officer for alcohol ?!#$.$$

=icnic Tables /%0 tables P ?!%.$$ per table ?A%.$$

&pecial ;vents =ermit ?!%$.$$

Temp. Bathroom +acilities /@0 =ort-a-potties P ?!$$.$$ per port-a-pott ?@$$.$$

+ood &ervice :icense +ee ?!.$$

&ecurit 9eposit /!0 da fee P ?!"$$$ per da ?!"$$$.$$

&ea1alk =avilion 3ental +ee /!0 da rental fee P ?#"$$$ per da ?#"$$$.$$

The Band Be ;as />0 hours P ?!$$ per hour ?>$$.$$

Total2 ?I"AD>.I>

=romo )tems :isted (bove /9o not calculate into budget" alread included0

)tems 9escription Cost

Customi4ed 6nise, Tank Tops /!%$0 tank tops P ?>.#@ per tank ?@D.%$

Customi4ed &un > cents each ?>>$.$$

Customi4ed Eoo4ies /!$$$0 koo4ies P .A# cents each ?A#$.$$

Customi4ed Cups /!$$$0 cups P .>A cents each ?>A$.$$

Total2 ?#"ID.%$

1"


21/24


Campaign Budget ?#D"%%A.AA

(genc +ee ?!$"$$$.$$

Total Budget ?@D"%%A.AA

Evaluation

$b(ective +: To increase attendance at events at acksonville Beach by having at least -..eole registered *or each event, during the o* summer /.+-!

Measure: )n order to measure the success of this ob'ective" there will be a registration web page"Ticket:eap. This page will keep track of the amount of people registered for each event. (lso" b distributingthe tickets on the da of the events" it will help Visit Jacksonville keep track of and add that total number tothe amount registered on Ticket:eap.

$b(ective /: To increase guests in hotels by +- ercent during the summer o* /.+-

Measure:This ob'ective will be measured b checking the most popular Jacksonville Beach hotels guest

rates prior to our campaign. Then" there will be a comparison of guest rates to the guest rates during the endof our campaign and look for a !% percent increase.

$b(ective 0: To increase social media lat*orms by at least holding /.. *ollo1ers on each outlet

23acebook, 4nstagram, T1itter5

Measure: The success of this ob'ective will be measured b tracking the rise of the followers on the)nstagram" +acebook and Twitter accounts of our client. The starting amount of followers will start at 4ero"because the will be brand new accounts. 8owever" at the end of our campaign" if there is at least #$$followers on each account" we will have fulfilled this ob'ective.

$b(ective 6: To motivate atrons to visit acksonville Beach

Measure: This ob'ective will be evaluated based on a post-campaign surve that we will conduct. ;verpatron that registered through the event page" Ticket:eap" will receive an email following the eventpertaining to Jacksonville Beach tourism. The results of the pre-campaign surve and post-campaign survewill be anal4ed. The success of this ob'ective will be measure based on a heightened perception ofJacksonville Beach and a higher visiting freGuenc rate than the first surve results.

2#


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Visit Jacksonville Midas Touch%esources

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http2www.'acksonvillebeach.orgsitesdefaultfilesdocuments&pecialQ;ventsspecialQeventQpoliciesQfeeQschedule.pdf

Discover Jacksonville! (n.d.). Retrieved April 6, 2015, from

http://www.visitjacksonville.com/

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Documents

Visit Jacksonville Beach Campaign Proposal