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Visit Jacksonville Beach Campaign Proposal

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Sample Campaign Proposal

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Content

Campaign Proposal

Visit
Jacksonville
Beach
PREPARED FOR: Visit Jacksonville
PREPARED BY: Midas Touch Consulting

Visit
Jacksonville
Executive Summary

Midas Touch

The 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 the
activities it has to offer to tourists and locals.
Midas Touch has created a strategic campaign that will begin May 1, 2015 and will end on
September 1, 2015 that includes four main objectives. The main target audience will be young
professionals who travel to Jacksonville for business or just for leisure. Midas Touch has also
created several tactics to attract locals to Jacksonville Beach. Through these objective and tactics,
Midas Touch hopes to spread awareness of the many events and hotspots that Jacksonville Beach
offers.
Traditional media will be used to advertise Jacksonville Beach. The local radio stations will
be used to inform listeners of upcoming events that Midas Touch has created for Visit Jacksonville.
A digital billboard will also be implemented throughout the campaign period. The billboard will be
placed on Interstate 10 before arrival to Jacksonville in an effort to reach those who are traveling to
Jacksonville by car. The image of Jacksonville Beach will be a reminder to a traveler’s minds that
there is a beach getaway in Jacksonville.
Social media is a vital necessity for the campaign. Multiple hashtags have been created for
Jacksonville Beach hotspots and the events that will be occurring throughout the summer. Many
advertisements, offers and giveaways will be given through social media posts. For example, the
spread of a promo code will be offered as a discount for those staying at a Jacksonville Beach hotel,
scheduled social media posts for paid and non-paid will be used to serve as advertisements and there
will be a ticket giveaway for the "Bar Crawl" event. The main goal of using social media as a
platform is to inform tourists and locals through updates on multiple platforms (Facebook, Twitter,
Instagram) with upcoming events and attractive pictures of Jacksonville Beach throughout the
campaign.
Midas Touch has created several events to attract locals and tourists to Jacksonville Beach.
Visit Jacksonville will be at the Jacksonville Beach Art Walk to create awareness for events and
hotspots and giveaways that correspond with Jacksonville Beach. Also, there will be two main
events: “Beach Bar Crawl" and "Restaurant Rendezvous." These events will be aimed at the target
audience who enjoy local, non-chain restaurants and an active, one-of-a-kind bar scene.
After closely executing the four objectives, Midas Touch Consulting will evaluate the success
of the campaign by performing the following: tracking the number of social media followers,
conducting a post-campaign survey, evaluating Jacksonville Beach hotel guest rates and measuring
the amount of registered guests at events.

1

Visit Jacksonville

Midas Touch

2

Midas Touch

Visit Jacksonville

Midas Touch Consulting
Mission Statement:

Midas Touch Consulting's goal is to attract leisure and business travelers to the Jacksonville
beaches by cooperating with the city of Jacksonville, hotels and local restaurants and bars.

Team Members:
Chelsea Coleman has more than 20 years of experience in public relations and advertising.
She is credited for creating hundreds of innovative and successful campaigns throughout her native
state of Florida. Because of her keen eye 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 from
the University of North Florida and has a master’s degree in integrated marketing communication
from Florida State University.
Courtney Brown brings over 10 years of public relations field experience. She brings a
breadth of knowledge in the tourism and hospitality industries due to her experience with corporate
hotel branches such as Starwood and Marriott. Courtney has a bachelor of science in communication
with a focus on public relations. She then pursued a master’s degree in communication from her
alma mater, which is Boston University.
Lauren Hanna is a public relations specialist with more than 20 years of experience. Her
skills include communication, writing, and problem solving. She is a graduate of Harvard
University where she received her Bachelor of Arts Degree. Lauren has worked with some of the
world’s largest public relations firms including Edelman, MSL Group and Burson-Marsteller. She
devotes a lot of her time to the local chapter of the Public Relations Society of America, where she
leads as the vice-president.
Holly Skinner has 16 years of corporate public relations experience from working for FIS
Global. She decided to take her skills to the commendable Midas Touch Consulting to capitalize on
her creative ability. Her specialty includes strategic planning surrounding promotional events. She is
a native English speaker but after working a few years abroad in France has extensive abilities with
the French language and culture.
Bethany Williams has 15 years of public relations and advertising experience and specializes
in hospitality. She obtained her master’s degree from Duke University. Bethany has worked for some
of the most elite companies worldwide. She is fluent in French, Chinese, Mandarin and English.

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Visit Jacksonville
Situation Analysis

Midas Touch

Visit Jacksonville is Jacksonville's visitor’s bureau. It wants to engage more locals with
Jacksonville's beaches and encourage tourists to visit them. Visit Jacksonville is searching for a
campaign that will attract people to travel to Jacksonville's Beaches through media relations. VJ
received a sponsorship of $25,000 that will be expended in the efforts of furthering the tourism
industry for Jacksonville Beach.

Client Background
Visit Jacksonville was founded in Jacksonville, Florida to welcome visitors to the largest city
in the state of Florida. The purpose of Visit Jacksonville is to be a resource for visitors and
community stakeholders to see an array of areas, activities and restaurants that they can enjoy while
exploring Jacksonville.
According to Visit Jacksonville’s website, www.visitjacksonville.com, the company’s mission
statement is:
“To create and globally market, sell and promote an exceptional experience resulting in
greater community prosperity, pride and vitality."
The three visitor centers offered by Visit Jacksonville are strategically planted in different
parts of Jacksonville: The Jacksonville Landing, Jacksonville International Airport and Jacksonville
Beach. The visitor centers aid visitors and locals to discover hot spots around the city to enhance
their experience in Jacksonville.
Visit Jacksonville’s Board of Directors is the backbone to the company. The board members
are vital in decision making and being a connection between the Visit Jacksonville staff, the Tourist
Development Council (TDC) and Visit Jacksonville Partners.
Although Visit Jacksonville has brought in more tourism to the greater Jacksonville area in
2013 than in years past, it is seeking a way to bring more patrons to Jacksonville Beach.

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Midas Touch

Visit Jacksonville
SWOT Analysis

Strengths

Weaknesses

Jacksonville has 22 miles of beaches.

Visit Jacksonville only receives 70 percent of the 6
percent bed tax of hotel rooms in Duval County.

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

Particular areas of the beaches can be crowded on
holidays.

The nightlife and the “beach bars” are expansive
and diverse.
Restaurants have caught-that-day fresh seafood.
There is a cruise port in Mayport for the Carnival
Fascination.

Opportunities

Threats

There are options for free parking at each of the
beach areas.

Florida Panhandle Beaches (Panama City, Destin
and Pensacola)

Visitors can take an Intracoastal Eco-Tour.

Florida I-95 Beaches (St. Augustine Beach,
Daytona Beach, Cocoa Beach, New Smyrna)

Families can go to the Adventure Landing and
Shipwreck Island Waterpark.
For history buffs, there is The Beaches Museum
& History Center.
There are water activities from fishing to paddle
boarding to surfing, etc.
The Seawalk Pavilion offers concerts and festivals

5

Visit Jacksonville
Secondary Research

Midas Touch

According to UF Bureau of Economic and Business Research, Jacksonville Beach has a
population of 23,077 people. Jacksonville has 22-miles of white-sandy beaches for tourists and
locals of the Jacksonville area. USA Today named Jacksonville Beach, Atlantic Beach and Neptune
Beach among the best and most accessible beach communities to vacation in Florida. That is
important to this campaign in order to promote Jacksonville Beach and all the amenities it offers to
tourists in the Jacksonville area. Jacksonville Beach offers activities and events for everybody. It has
a fishing pier for the fisherman, the Seawalk Pavilion that has special movie and music events for
families, breweries for the beer-lovers and an assortment of clubs and pubs for young-adults.
Last year, there were 200 people who attended 904 Happy Hour's Easter Keg Hunt bar crawl.
This year they have an expected 350 people. The Easter Keg Hunt was located in Jacksonville Beach
and the participating bars included Nippers, Zeta Brewing Company and The Brix Taphouse. This is
valid to this campaign because of the beach bar crawl that was created by Midas Touch, hat
headquartered in Jacksonville Beach, and we are also using some of the same bars. On Dec. 13,
2014, 904 Happy Hour hosted The Ugly Sweater Bar Crawl, which had around 400 contestants. This
is 904 Happy Hour’s most popular event. However, almost all of their events have at least 100
contestants registered on Facebook. They send out around 1,800 invitations on Facebook and have
38,264 followers on Facebook. This research shows the demand and response for bar crawls that
take place in Jacksonville Beach.
The US News Travel says that June through August are the beaches busiest times of tourism.
This peak travel time will bring visitors into Jacksonville Beach and this campaign will make them
have a memorable experience while visiting, therefore increasing the likelihood of making them
want to visit again.
Over the course of three days, George's Music Springing the Blues music festival brings in
about 150,000 people to Jacksonville's beaches. This shows the interest people have in music
festivals located in Jacksonville Beach. The Great Atlantic Seafood Festival has an average
attendance of 45,000 people, which shows the high interest in food festivals down at the beach.
The Jacksonville Beach Art Walk is put on by Better Jax Beach. Better Jax Beach creates a
monthly Facebook event page for each art walk. The April art walk has 95 Facebook users who
clicked “attending.” Midas Touch assumes that the attendance is probably higher than 100. This is
due to other people who attend that do not register through the Facebook event page.

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Visit
Jacksonville
Primary Research

Midas Touch

Midas Touch conducted a survey through the website Survey Monkey. The link is:
https://www.surveymonkey.com/s/J9DRKQF
 There were 30 respondents, which made up of 80 percent females and 20 percent males.
 The total amount of respondents that had visited Jacksonville Beach was 79 percent and 40
percent said they slightly visited often.
 The target audience made up 76 percent of the responses. That is people aged 21 to 34 that
are married or single without children. Only 4 out of 30 responses were from out-of-state and
the remaining was all located within Florida.
Location, weather and events were the top choices for the respondents’ first priority when
choosing a vacation destination. The second most popular choice was cost. The third most popular
priority was hotels and amenities.
When asked what type of events would make the respondents come to Jacksonville Beach the top
answer was food, art and music festivals.
The most popular overall perceptions of Jacksonville Beach was young, fun, bad-parking and
casual.

Overall Campaign Goal
The overall goal of this campaign is to raise awareness about the opportunities that
Jacksonville Beach has to offer, as well as promote Visit Jacksonville through different events and
social media platforms.

Objectives
1. To increase attendance at events at Jacksonville Beach by having at least 500 people
registered or attended for each event, during the summer of 2015.
2. To increase guests in hotels by 15 percent during the summer of 2015.
3. To increase social media platforms by at least increasing follows by 200 follows on each
outlet (Facebook, Instagram, Twitter).
4. To motivate patrons to visit Jacksonville Beach.

7

Visit Jacksonville

Midas Touch

Audience Analysis
Young Professionals
This campaign will focus on a target audience of single/married with no kids young
professionals aged 21 to 34 in counties surrounding Jacksonville that have a stretch of Interstate 95
going through them. These counties include: Nassau, Saint Johns and Flagler county. This campaign
will also focus on young professionals who commute to Jacksonville or simply travel through
Jacksonville via Interstate 95. The people in this age group are members of Generation Y. According
to investopedia.org "over half (of Generation Y) are still receiving some form of financial aid from
their parents." They tend to buy cheaper beers, however, they will spend money on a finer brand of
wine. According to forbes.com, “Generation Y works to live." According to metlife.com, in 2008
people aged 25-34 spent an average of $6,720 on food and alcohol a year.

Proposed Primary Research
If chosen as the agency of record, Midas Touch Consulting will conduct different types of
primary research to gather information about the target audience. First, focus groups will be utilized
with the target audience: ages 21-34. Focus groups will allow Midas Touch to have a better
understanding of what consumers believe are the pros and cons of Jacksonville Beach. Considering
the target audience focus on young professionals, Midas Touch will travel to surrounding areas with
competing beaches such as: Daytona Beach, Fernandina Beach, Palm Cost, New Smyrna, etc. and
panhandle beaches such as: Panama City, Destin and Pensacola. Our agency will travel to
organizations in these areas such as Chambers of Commerce, CSX, trade associations and other civic
organizations or clubs that include the target audience. The questions asked in the focus group will
gather information on perceptions of Jacksonville Beach. Midas Touch will receive information on
whether or not individuals have visited Jacksonville Beach and if not, why not? For those who have
visited, information will be gathered on how individuals believe Jacksonville Beach could be
improved.
Midas Touch would like to gather opinion of locals, as well. In order to this, conducting focus
groups around Jacksonville to gather information and opinions would be the best option. For
example, there can be an arranged focus group at the University of North Florida’s Alumni
Association’s meeting and/or other clubs and organizations around Jacksonville.
Midas Touch will also use surveys as a method of research. There will be surveys emailed to
300 families living in Jacksonville and in the competing regions. In return, the survey will offer a
coupon to a local restaurant. Surveys will also be given to tourists staying at Jacksonville Beach
hotels to acquire information on their stay.
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Midas Touch

Visit Jacksonville
Calendar
~ May 2015 ~

◄ Apr 2015

Sun

Mon

Tue

Jun 2015 ►

Wed

Thu

Fri

Sat

1 Paid Facebook 2
Ad Airs

3

“Sunday Fun-day
Post”

4

10

11

“Sunday Fun-day
Post”

5

Paid Facebook
Ad Airs

Social Media
Update

17 “Sunday Fun- 18
day Post”

24
“Sunday Fun-day
Post”

31

Paid Facebook
Ad Airs

25
Social Media
Update

6
Social Media
Update

12

Social Media
Giveaway Opens
(Hotel)
Paid Facebook
Ad Airs

13

Jax Beach Art
Walk
5 p.m.-9 p.m.
Social Media
Update

19

26

Social Media
Giveaway Opens
(5 Tickets)

27
Radio Ad

8

9

Social Media
Update

14

Social Media
Announce
Giveaway Closes Winner Social
(Hotel)
Media Giveaway

20

Social Media
Update

7

21
Social Media
Update

28

Social Media Announce Social
Giveaway Closes Media Giveaway
(5 Tickets)
Winner (5
Paid Facebook
Tickets)
Ad Airs

Radio Ad

15

Social Media
Update

16

Social Media
Update

22
Paid Facebook
Ad Airs

29
Social Media
Update

23
Social Media
Update

30
Paid Facebook
Ad Airs

Notes:

“Sunday Fun-day
Post”

Calendar Key
Visit Jacksonville Events
Traditional Advertisements (Radio)
Free Social Media Updates (Twitter, Instagram, Facebook)
Paid Social Media Ads ($60) (Facebook)
Paid Social Media Ads ($5) (Facebook)
Social Media Giveaways

9

Midas Touch

Visit Jacksonville
~ June 2015 ~

◄ May 2015

Sun

Mon

1
Social Media
Update

7

8
“Sunday Fun-day
Post”

Social Media
Update

14 “Sunday Fun- 15
day Social Media
Post”

Paid Facebook
Ad Airs

Tue

Jul 2015 ►

Wed

Thu

2

3

Paid Facebook
Ad Airs

Social Media Paid Facebook
Giveaway Opens Ad Airs
(5 Tickets)
Social Media
Update

9

10
Jax Beach Art
Walk
5-9 p.m.
Social Media
Update

16
Paid Facebook
Ad Airs

4

Fri

5

11

6
Social Media
Update

12

Social Media Announce Social
Giveaway Closes Media Giveaway
(5 Tickets)
Winner (5
Tickets)
Social Media
Update

17
Social Media
Update

18
Paid Facebook
Ad Airs

“Sunday Fun-day
Post”

Paid Facebook
Ad Airs
Hotel Giveaway
Closes

28
“Sunday Fun-day
Post”

22
Radio Ad
Announce Hotel
Giveaway
Winner

29
Paid Facebook
Ad Airs

23
Social Media
Update

30

24
Paid Facebook
Ad Airs

25
Social Media
Update

Paid Facebook
Ad Airs

13
Radio Ad

19
Paid Facebook
Ad Airs

\

21

Sat

26
Paid Facebook
Ad Airs

Social Media

20
Jax Beach Bar
Crawl
5-9 p.m.
Jack Johnson
Concert
10 p.m. – 2 a.m.
Social Media
Update
Hotel Giveaway
Opens

27
Paid Facebook
Ad Airs

Notes:

Social Media
Update

Calendar Key
Visit Jacksonville Events
Traditional Advertisements (Radio)
Free Social Media Updates (Twitter, Instagram, Facebook)
Paid Social Media Ads ($60) (Facebook)
Paid Social Media Ads ($5) (Facebook)
Social Media Giveaways
10

Midas Touch

Visit Jacksonville
~ July 2015 ~

◄ Jun 2015

Sun

Mon

Tue

1

6
“Sunday Fun-day
Post”

12
“Sunday Fun-day
Post”

19
“Sunday Fun-day
Post”

26
“Sunday Fun-day
Post”

7

Social Media
Paid Facebook
Giveaway Opens
Ad Airs
(Hotel)
Paid Facebook
Ad Airs

13

14

Social Media Announce Social
Giveaway Closes Media Giveaway
(Hotel)
Winner (Hotel)
Social Media
Jax Beach Art
Update
Walk
5-9 p.m.

20

21

Paid Facebook
Ad Airs

Paid Facebook
Ad Airs

27

28

Social Media
Update

Paid Facebook
Ad Airs

Thu

2
Social Media
Update

5

Aug 2015 ►

Wed

8

3

Paid Facebook
Ad Airs

9
Social Media
Update

15
Social Media
Update

22
Social Media
Update

29
Social Media
Update

Fri

4
Social Media
Update

10

Paid Facebook
Ad Airs

16
Paid Facebook
Ad Airs

23
Paid Facebook
Ad Airs

30
Social Media
Update

Sat

Social Media
Update

17
Social Media
Update
Radio Ad

24
Social Media
Update

31

Social Media
Update

11
Social Media
Update

18
Restaurant
Rendezvous
(Seawalk
Pavilion)
11 a.m. – 6 p.m.
Social Media
Update

25
Social Media
Update

Notes:

Social Media
Update

Calendar Key
Visit Jacksonville Events
Traditional Advertisements (Radio)
Free Social Media Updates (Twitter, Instagram, Facebook)
Paid Social Media Ads ($60) (Facebook)
Paid Social Media Ads ($5) (Facebook)
Social Media Giveaways

11

Midas Touch

Visit Jacksonville
~ August 2015 ~

◄ Jul 2015

Sun

Mon

Tue

Wed

Sep 2015 ►

Thu

Fri

Sat

1
Social Media
Update

2
“Sunday Fun-day
Post”

9
“Sunday Fun-day
Post”

16
“Sunday Fun-day
Post”

Paid Facebook
Ad Airs

23
“Sunday Fun-day
Post”

30
“Sunday Fun-day
Post”

3

4

Paid Facebook
Ad Airs

10
Paid Facebook
Ad Airs

17
Social Media
Update

24
Paid Facebook
Ad Airs

31

5
Social Media
Update

11
Jax Beach Art
Walk
5-9 p.m.
Social Media
Update

18
Paid Facebook
Ad Airs

25
Social Media
Update

6
Social Media
Update

12
Paid Facebook
Ad Airs

19

7

13

Paid Facebook
Ad Airs

14

Social Media Announce Social
Giveaway
Media Giveaway
Closes (Hotel) Winner (Hotel)
Social Media
Update

20

Paid Facebook
Ad Airs

26

8

Social Media Paid Facebook
Giveaway Opens Ad Airs
(Hotel)
Paid Facebook
Ad Airs

21
Radio Ad

27
Social Media
Update

Social Media
Update

28

Social Media
Update

15
Social Media
Update

22
Social Media
Update

29
Social Media
Update

Notes:

Social Media
Update

Calendar Key
Visit Jacksonville Events
Traditional Advertisements (Radio)
Free Social Media Updates (Twitter, Instagram, Facebook)
Paid Social Media Ads ($60) (Facebook)
Paid Social Media Ads ($5) (Facebook)
Social Media Giveaways

12

Visit Jacksonville

Midas Touch

Communication Strategies and Tactics

Objective 1: To increase attendance at events at Jacksonville Beach by having at least 500
people registered or attended for each event, during the summer of 2015.
Strategy: To make people feel connected with the Jacksonville Beach community. Midas Touch will do this
through music, food and art events. These events will create a lasting impression on attending visitors in the
Jacksonville Beach area. A stronger sense of community will be created through these events where locals
will meet and greet their fellow neighbors. In order to increase awareness for these initiatives, an events page
will be created on Facebook where a current and upcoming list of Jacksonville Beach events will be listed
along with ways to register or purchase tickets.
Tactic: Jax Beach Art Walk
The first event will be a promotional event at the Jacksonville Beach Art Walk. This event takes place
on the second Tuesday of every month, in Jacksonville Beach, Florida. There will be a booth at every art
walk during May, June, July, and August, which will have promotional items for Jacksonville Beach
including brochures, t-shirts, koozies, sunglasses and cups. The Visit Jacksonville Beach booth at the art
walk will also be promoted through Jacksonville Beach's Facebook event page.
Tactic: Restaurant Rendezvous
The second event will be the Jax Beach Restaurant Rendezvous. This event will be held at the
Seawalk Pavilion in Jacksonville Beach. The event will provide culinary insights for Jacksonville Beach
visitors and locals. There will be 15 participating local restaurants showcasing their food and drinks. The
event will be free for attendees. Restaurants will include Zeta Brewing Company, TacoLu, Blind Rabbit,
Green Room, Campeche Bay, V Pizza, Angies Subs, Jaxon Social, Metro Diner, Burrito Gallery, Lynchs, Salt
Life, Mellow Mushroom, Delicomb and European Street Cafe.
Tactic: Bar Crawl
The final event will be the “Jax Beach Bar Crawl.” This event will be ages 21 and up, which is right
in line with the target audience. The event will be $35 to enter and will feature drink specials throughout
each participating bar. The Bar Crawl will consist of seven local Jax Beach bars. The contestants will be sent
on a scavenger hunt throughout the participating bars. They will receive a stamp in their Jax Beach Bar
Passport for every participating location that they successfully visit. At the completion of all seven stamps,
the contestants will go to the final location: Freebird Live. This is where American acoustic rock, singer
songwriter, Jack Johnson, will be performing and all completed passports will be thrown in for a raffle. One
winner will receive a free two-night stay at the Casa Marina Hotel. This event will create fun memories for
visitors and locals in Jacksonville Beach. The participating bars will be Zeta Brewing Company, The Ritz,
The Brix Taphouse, Hoptinger, The Blind Rabbit, Lynch's Irish Pub and The Shim Sham Room.

13

Visit Jacksonville

Midas Touch

Communication Strategies and Tactics

Objective 2: To increase guests in hotels by 15 percent during the summer of 2015
Strategy: To familiarize people with the hospitality industry in Jacksonville Beach as well as provide
more funding for Visit Jacksonville through the 6 percent tax bed fee.
Tactic: Giveaways
The vast majority of young professionals use social media to stay updated with upcoming
events. With that, we will use Facebook, Twitter and Instagram as a tool to promote giveaways
including, multiple ticket giveaways to the Beach Bar Crawl and even four different giveaways for a
two-night stay at Casa Marina located in Jacksonville Beach. We will launch the giveaways via
Twitter, Facebook, and Instagram. Also, the promo code “visitjaxbch2015” will be given away to
giveaway participants to have access to a 15 percent discount on participating Jacksonville Beach
hotels.
Tactic: Advertise hotels during the Fourth of July.
Jacksonville Beach is a huge 4th of July destination. It brings in about 100, 000 people into
Jacksonville, according to News 4 Jax. Miller on Sports has named this day as the Annual
Jacksonville Beach Fourth of July Bicycle Parade. There are patriotic cyclists as far as the eye can
see and what more of a perfect time to visit Jacksonville then the fourth of July? Hotels such as
Sheraton, Hampton, and Courtyard are all ocean front hotels that could attract visitors to repeat their
stay in the future.

14

Visit Jacksonville

Midas Touch

Communication Strategies and Tactics

Objective 3: To increase social media platforms by at least holding 200 follows on each
outlet (Facebook, Instagram, Twitter).
Strategy: To connect with potential visitors through Facebook, Instagram and Twitter and spread
awareness of Jacksonville Beach's popular hotspots to young professionals and locals
Tactic: Create hashtags for Jacksonville Beach and tourists to use to learn more about
hotspots and events.
There will be multiple new hash tags in an effort of spreading them over social media
platforms to increase awareness of the event happening at Jacksonville Beach throughout the
campaign. Most of the hashtags will coincide with our events that will be put on. For our Bar Crawl,
there will be hashtags such as: #drinkininjaxbeach, #jaxbeachbarcrawl, #overtheditchjax and
#jaxbeachgiveaway. There will be a giveaway for 2 free tickets per social media platform three
weeks leading up to the event. In total, there will be 10 tickets given away on social media. The
giveaways will be through Twitter, Facebook and Instagram. The tickets will be given away in pairs.
Therefore, tje posts will ask followers to tag the person that they would bring if they won the tickets.
The first giveaway will be through Twitter, @visitjacksonville, where followers will be asked
to retweet the post, favorite the post, mention who they will be bringing along and use the hash tag
#jaxbeachgiveaway. On Facebook, followers will need to share the post, like the post, tag Visit
Jacksonville and use the hash tag.
On Instagram, Visit_Jacksonville will ask followers to repost, tag three friends, and use the
hashtag. For our Restaurant Rendezvous, we will be posting numerous posts leading up to the event
to promote it. The hashtag #jaxbeacheats will be used. The posts on Instagram will inform followers
of the wide variety of restaurants that will be attending our Restaurant Rendezvous.
The hashtag #whycrosstheditch will also be used around the different social media platforms.
This is a saying that locals use to imply that everything that they need is in and around Jacksonville
Beach.
For those who are from out-of-town, visiting Jacksonville Beach, there will be a spread of a
promo code around the social media platforms, offering them a discount for their stay in a hotel in
Jacksonville Beach. The promo code will be "Visitjaxbch2015."

15

Visit Jacksonville

Midas Touch

Communication Strategies and Tactics
Objective 3 Continued:

Tactic: To continue social media posts throughout the campaign
There will be multiple social media posts each month. They will be promoting events, restaurants and
hotspots. For example, Jacksonville Beach Art Walk will be promoted by asking followers to post pictures of
them at the art walk, using the hash tag #jaxbchartwalking. We will do similar things with other events and
specials going on in Jacksonville Beach. There will also be social media posts every Sunday asking followers
to post what they are doing on their "Sunday Fun-Day" and hash tag #SundayFundayJaxBeach. We will
update our social media platforms every day, creating awareness for all of the opportunities Jacksonville
Beach has to offer.

Objective 4: To motivate patrons to visit Jacksonville Beach.
Strategy: To increase Jacksonville Beach patrons by multi-platform advertising. One digitial advertisement
will be placed on Interstate 10, just before arrival in Jacksonville. Ten 30-second radio advertisements will be
broadcasted on local radio station 95.1 WAPE to advertise the Jax Beach Bar Crawl and Restaurant
Rendezvous.
Tactic: Buy a digital billboard space in a non-beach area in Jacksonville to raise awareness about
Jacksonville Beach
The header photo from the @VisitJax twitter will be used onto a digital billboard. It will be
strategically placed on Interstate 10 before people arrive to Jacksonville, so it will leave a lasting impression
to visitors and people driving through the city.
Tactic: Broadcast radio advertisements in southern Georgia, Daytona and Central Florida
A representative from Visit Jacksonville will go on NPR’s morning show, First Coast Connect, to
promote the Restaurant Rendezvous. The target audience is young professionals and being on this radio show
will catch commuters heading into work in Jacksonville. Also, 95.1 WAPE will be invited to attend the
Beach Bar Crawl.

16

Midas Touch

Visit Jacksonville

Recommended Budget
Social Media Advertising
Platforms
Facebook

Description
10 ad posts @ $60.00

Cost
$600.00

30 ad posts @ $5.00

$150.00

Instagram

Non-Paid Advertising

No Cost

Twitter

Non-Paid Advertising

No Cost

Total:

$750.00

Traditional Advertising
Platforms

Description

Cost

Digital Billboard

1 Billboard @ $2,700 per four weeks (2 months)

$5,400.00

Production Cost

No Cost

(10) 30-second ads @ $65.00 per ad

$650.00

Radio Advertisement (95.1
WAPE)
Total:

$6,050

Social Media Giveaways
Giveaways
Casa Marina Hotel
Weekend/Sunday Brunch for Two

(4) Giveaways @ $229 per night/$26.95 per brunch meal

Beach Bar Crawl Tickets
Giveaway

10) Free Tickets (Already Printed)

Total:

Description

Cost
$2,047.95

(
No Cost
$2,047.95

17

Midas Touch

Visit Jacksonville
Jax Beach Art Walk

Event Necessities
Event Table

Description
(1) Table @ $59.60

Cost
$59.60

Event Tent

(1) Event Tent @ $195.00

$195.00

Foldable Chairs

(2) Chairs @ $18.88 per chair

$37.76

Customized Brochures

(20) sets (25 brochures per set) @ $13.39 per set

$267.80

Promo Items

(See description below)

$2,984.50

Total

$3,544.66

Beach Bar Crawl
Event Necessities
Freebird Concert/Jack Johnson

Description
Sponsored Event

Cost
No Cost

Printed Tickets

(700) tickets @ .22 cents per ticket

$154.00

Promo Items

(see description below)

$2,984.50

Wristbands

(1) box (1000) wristbands @ $9.80 a box

$9.80

Security

(3) Security Personnel @ $37.50 per day + $2.50 for
alcohol

$120.00

Special Events Permit

Fee

$150.00

TicketLeap

Registration Portal

No Cost

Total:

$3,418.30

18

Midas Touch

Visit Jacksonville
Restaurant Rendezvous
Event Necessities
Sponsored Restaurants

Description
15 Restaurants/Breweries

Cost
No Cost

Promo Items

(See description below)

$2,984.50

Clean-Up Services

$206.36

Event Fencing

(1) day @ $500 per day

$500.00

Security

(3) officers @ $37.50 per day + $2.50 per officer for
alcohol

$120.00

Picnic Tables

(5) tables @ $159.00 per table

$795.00

Special Events Permit

$150.00

Temp. Bathroom Facilities

(3) Port-a-potties @ $100.00 per port-a-potty

$300.00

Food Service License

Fee

$91.00

Security Deposit

(1) day fee @ $1,000 per day

$1,000.00

SeaWalk Pavilion Rental Fee

(1) day rental fee @ $2,000 per day

$2,000.00

The Band Be Easy

(6) hours @ $100 per hour

$600.00

Total:

$8,746.86

Promo Items Listed Above (Do not calculate into budget, already included)
Items
Customized Unisex Tank Tops

Description
(150) tank tops @ $6.23 per tank

Cost
$934.50

Customized Sun Glasses

(1000) glasses @ 0.66 cents each

$660.00

Customized Koozies

(1000) koozies @ .72 cents each

$720.00

Customized Cups

(1000) cups @ .67 cents each

$670.00

Total:

$2,984.50

19

Visit Jacksonville

Midas Touch

Campaign Budget

$24,557.77

Agency Fee

$10,000.00

Total Budget

$34,557.77

Evaluation
Objective 1: To increase attendance at events at Jacksonville Beach by having at least 500
people registered for each event, during the of summer 2015.
Measure: In order to measure the success of this objective, there will be a registration web page,
TicketLeap. This page will keep track of the amount of people registered for each event. Also, by distributing
the tickets on the day of the events, it will help Visit Jacksonville keep track of and add that total number to
the amount registered on TicketLeap.

Objective 2: To increase guests in hotels by 15 percent during the summer of 2015
Measure: This objective will be measured by 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 end
of our campaign and look for a 15 percent increase.

Objective 3: To increase social media platforms by at least holding 200 followers on each outlet
(Facebook, Instagram, Twitter)
Measure: The success of this objective will be measured by tracking the rise of the followers on the
Instagram, Facebook and Twitter accounts of our client. The starting amount of followers will start at zero,
because they will be brand new accounts. However, at the end of our campaign, if there is at least 200
followers on each account, we will have fulfilled this objective.

Objective 4: To motivate patrons to visit Jacksonville Beach
Measure: This objective will be evaluated based on a post-campaign survey that we will conduct. Every
patron that registered through the event page, TicketLeap, will receive an email following the event
pertaining to Jacksonville Beach tourism. The results of the pre-campaign survey and post-campaign survey
will be analyzed. The success of this objective will be measure based on a heightened perception of
Jacksonville Beach and a higher visiting frequency rate than the first survey results.

20

Visit Jacksonville
Resources

Midas Touch

 904 Happy Hour. (n.d.). Retrieved April 2, 2015, from
https://www.facebook.com/904happyhour
 About. (n.d.). Retrieved April 2, 2015, from http://www.springingtheblues.com/about/
 A-Frame Wooden Picnic Table - 6' (n.d.). Retrieved April 2, 2015, from
http://www.uline.com/Product/Detail/H-2999/Outdoor-Furniture/A-Frame-Wooden-PicnicTable-6?pricode=WY699&gadtype=pla&id=H-2999&gclid=Cj0KEQjwimoBRDL4Omf9d_LndMBEiQAQtFf80UKU09VlZO334pgKWUZMQj_ZnO9Rd6MVl18CBIGDUaAvCV8P8HAQ&gclsrc=aw.ds
 America's Gen Y. (2013, January 1). Retrieved March 17, 2015, from
https://www.metlife.com/assets/cao/mmi/publications/Profiles/mmi-gen-y-demographicprofile.pdf
 Asghar, R. (2014, January 14). Gen X Is From Mars, Gen Y Is From Venus: A Primer On
How To Motivate A Millennial. Retrieved March 14, 2015, from
http://www.forbes.com/sites/robasghar/2014/01/14/gen-x-is-from-mars-gen-y-is-from-venusa-primer-on-how-to-motivate-a-millennial/
 Best Times to Visit Jacksonville. (n.d.). Retrieved April 2, 2015, from
http://travel.usnews.com/Jacksonville_FL/When_To_Visit/
 Brochures. (n.d.). Retrieved April 2, 2015, from http://www.vistaprint.com/custombrochures.aspx?mk=brochure maker&ad=e&crtv=57962419579&psite=mkwid|
lB7lnGcI&device=c&couponAutoload=1&GP=3/11/2015 12:38:56
PM&GPS=3454325736&GNF=0&rd=1
 Calculate your online ticketing fees – Ticketleap. (n.d.). Retrieved April 2, 2015, from
http://www.ticketleap.com/info/pricing
 Cussen, M. (n.d.). Money Habits Of The Millennials. Retrieved March 15, 2015, from
http://www.investopedia.com/articles/personal-finance/021914/money-habits-millennials.asp
 Custom Koozies. (n.d.). Retrieved April 2, 2015, from
http://www.discountmugs.com/category/custom-koozies

21

Visit Jacksonville
Resources

Midas Touch

 Custom Printed Plastic Stadium Cups & Wholesale Personalized Stadium Cups. (n.d.).
Retrieved April 2, 2015, from http://www.discountmugs.com/product/sc16-16-oz.-plasticstadium-cups
 Custom Sunglasses. (n.d.). Retrieved April 2, 2015, from
http://www.discountmugs.com/category/sunglasses-and-accessories/
 Facebook Ads. (n.d.). Retrieved April 2, 2015, from
https://www.facebook.com/business/products/ads
 Facebook logo. (n.d.). Retrieved April 2, 2015, from
https://www.facebook.com/events/1575450512723916/
 FOUR SEASONS EVENT TENT - CANOPY TOP. (n.d.). Retrieved April 2, 2015, from
http://www.aceexhibits.com/four-seasons-event-tent-canopy-top.html
 Gildan Ultra Cotton Tank. (n.d.). Retrieved April 2, 2015, from
http://www.customink.com/styles/gildan-ultra-cotton-tank/112100
 How Much Does it Cost to Rent Portable Toilets? (n.d.). Retrieved April 2, 2015, from
http://www.costowl.com/rental/rental-portable-toilets.html
 In Stock Tyvek Wristbands | 24HourWristbands.Com. (n.d.). Retrieved April 2, 2015, from
http://24hourwristbands.com/shop/in-stock-tyvek-wristbands/in-stock-tyvek-wristbands
 Jax Beach Festivals | Music Festivals in Jacksonville, Florida. (n.d.). Retrieved April 2, 2015,
from http://jaxbeachfestivals.com/

22

Visit Jacksonville
Resources

Midas Touch

 Mainstays 8' Centerfold Table, White. (n.d.). Retrieved April 2, 2015, from
http://www.walmart.com/ip/Mainstays-8-Centerfold-Table-White/33148261
 Music Event Ticket Templates. (n.d.). Retrieved April 2, 2015, from
https://www.ticketprinting.com/Event-Tickets/Tags/Music/
 Rates and Specials. (n.d.). Retrieved April 2, 2015, from
http://casamarinahotel.com/accommodations/rates-and-specials/
 Renting City Facilities. (n.d.). Retrieved April 2, 2015, from
http://www.jacksonvillebeach.org/sites/default/files/documents/Special_Events/special_event
_policies_fee_schedule.pdf

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

http://www.visitjacksonville.com/
 WAPE Radio Advertising Costs. (2015, March 31). Retrieved April 2, 2015, from
http://www.gaebler.com/WAPE-FM-FL-Radio-Advertising-Costs 18857

23

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