Visit Florida Campaign by Hannah Hussmann

Visit Florida

Prepared By: Carly Meltzer, Annie Dow, Danielle Aurichio, Hannah Hussmann, & Matt Anderson

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Table of Contents - Executive Summary.......................................... 4 - Situation Analysis............................................. 6 - Problem Statement........................................... 8 - Campaign Goal................................................. 9 - Audience Analysis............................................ 10 - Primary Audience Profiles.............................. 13 - Objectives, Strategies, & Tactics..................... 15 - Media Analysis.................................................. 20 - Media Schedule/Budget................................... 28 - Creative Brief..................................................... 34 - Evaluation Plans................................................ 37 - Appendix............................................................ 38 - Pertinent Research............................................ 42 - Creative Samples............................................... 43

Executive Summary The Visit Florida campaign will take place over the course of the next five years with an overall budget of five million dollars. The ultimate goal of the Visit Florida campaign is to increase tourism in Florida by 3-5% over the five years that the campaign is ran. In addition to increasing tourism in general, the campaign is geared towards changing the behavior as to why people are visiting Florida. The Visit Florida campaign highlights the beauty of undiscovered Florida, like its natural beaches, parks, nature trails and the unique cities with diverse activities. One problem that the Visit Florida campaign faces is the threat of natural disasters, such as the recent hurricanes Hermine and Matthew. Despite the fact that tourism is at an all time high in Florida, the possibility of a storm of this severity happening again can make tourists skeptical about visiting. In the cases of the two most recent storms, factors like reconstruction, clean up and businesses being closed affected tourism negatively. The big idea surrounding the campaign’s objectives for each target audience is highlighting the hidden gems of Florida and all of the cost effective accommodations that it has to offer. The objectives of the campaign focuses

changing the knowledge, beliefs and behaviors of the why each audience visits Florida. The campaign strategies break down the objectives into how to change the audience’s knowledge, beliefs and behaviors by introducing the mediums used like digital and social media, along with traditional forms of print. These mediums are specified through the tactics for each target audience describing how to reach them in the most effective way. There are three specific target audiences that the campaign is directed towards. First being Northeast mothers because they come from areas of higher income, and also the mothers are normally the prime decision makers of the family. Targeting mothers is effective because they plan and budget family vacations. The next target audience of the campaign are business decision makers located in the Northeast. Florida possesses the cost effective and accessible traits for business convention travel. The campaign wanted to target this audience to highlight these traits to make them stray away from the typical areas for group business travel, like Las Vegas, and encourage them to book in one of the main Florida locations. The third audience the campaign wanted to target was high income Snowbirds, and encourage them to extend their stay and increase their spending. The Snowbirds will be reached through a media mix which will be an effective way to catch their attention.

Situation Analysis

What is a SWOT Analysis? A SWOT Analysis is a strategic planning tool used to analyize an organization’s strengths, weaknesses, opportunities, and threats.

Strengths

Weaknesses

• Florida tourism is at an all time high. • Diversity of vacation options for all target audiences. • Possesses unique and attractive characteristics to promote visitation. • Cost effective, convenient and accessible for everyone traveling from near and far. • Florida already is associated with vacation destinations. • The year round summer appeal.

• Low awareness of the other attractions outside of theme parks. • Low awareness of a destination for conferences and conventions. • Unfortunate current events in media are associated with the state. • Hurricane Matthew could turn people away from investing in real estate in Florida.

Opportunities • The ability to rebrand Florida as a non commercialized vacation. • A continual growth in the Florida tourism industry. • Encourage homestays instead of large hotels and resorts. • The potential to increase Florida as a business convention destination • To increase the duration of seasonal residents’ stay in Florida • Engage with with target audiences through effective message channels. • Using the #VisitFL campaign to ensure Florida tourism.

Threats • Other tourism campaigns. • International travel becoming increasingly popular. • Increase in crime rates could scare people from visiting. • Unexpected natural disasters. • Businesses unwilling to change conference and convention practices.

Problem Statement Problem Statement:

Tourism in Florida has reached its highest numbers since 2010. Tourism has increased by over 3 billion each year. With Hurricane season, those numbers can be put in jeopardy. In early September of 2016, Tropical Storm Hermine threatened Florida’s residents, tourists, businesses and its natural environment. Although the damage was minor, the fear had an impact on the desire to visit and stay in Florida. Only a few weeks following Hermine, hurricane Matthew, a category 3 hurricane hit the east coast of Florida on October 5th, starting in Miami and moving up the coast to Jacksonville. Several of the locations that Matthew affected were major tourism destinations. With the severe damage and closing of businesses, tourists were turned away from visiting Florida. Due to unexpected natural events, Florida experienced a slight decrease in its tourist numbers. Storms of this severity could have a potential impact on all of the campaign’s target audiences’ willingness to travel to Florida out of fear it could occur again. The coverage of Hurricane Matthew specifically, that was covered world wide could have raised that fear affect. On top of the previous concerns, weather disasters such as Hurricane Matthew, left essential destinations with an enormous amount of cleanup, business restoration and road maintenance. These factors hinder tourism in Florida because cities cannot accommodate visitors until the locals lives are back in order.

Campaign Goal Campaign Goal: Use the Visit Florida campaign to increase tourism in Florida by 3-5% over the next five years.

Audience Analysis Northeast Families Primary Audience

• Northeast families consisting of at least one guardian and one child. The prime decision maker in a traditional family would be the mothers. Therefore they are one of the target audiences in the Visit Florida Campaign. We want the mothers to influence knowledge and beliefs about the hidden gems that Florida has to offer, and therefore make them act on booking the next family vacation based on what they learn from the campaign.

Secondary Audience

• The secondary audience in reference to the Northeast mothers, would be the children, husbands and friends in their lives. We want to the campaign to reach them as well because if we can change these groups knowledge and beliefs about what Florida has to offer, they can influence the main decision maker of the family.

Tertiary Audience

• The tertiary audience for Northeast family decision makers would be feminine television channels and shows like the channel E! And Bravo. Also social clubs and meetings like PTA meetings and book clubs.

Audience Analysis Northeast Bussiness Decision Makers Primary Audience

• The secondary audience for the business decision makers would be the their competitors and and other business related media. If a business competitor reaps the benefits of having a successful conference or convention in Florida than it will influence others to act in the same manner. Business related media like Forbes magazine can use its influence over decision makers to change their knowledge and beliefs about the accessibility, convenience and cost effectiveness that Florida’s large cities have to offer.

Secondary Audience

• The secondary audience for the high income snowbirds would be their family members that either live in Florida or other states that can influence the snowbirds to extend their stay for their own benefit. These family members either want to enjoy family time together in the snowbirds winter homes, or they want to have their own vacations and have a place to stay in while visiting Florida.

Tertiary Audience

• A tertiary audience for business decision makers would be the business’s budget itself which a convention and conference in Florida could accommodate.

Audience Analysis Northeast High Income Snowbirds Primary Audience

• The last primary audience are the high income snowbirds that already own homes in Florida. We want to use the Visit Florida campaign to extend their stay than the usual two to three months that they normally escape to florida. By influencing the high income snowbirds to change their attitudes about wanting to return to their homes up North, they will increase their spending habits in Florida.

Secondary Audience

Tertiary Audience

• A tertiary audience for the high income snowbirds would be their health clubs and community centers that they are a part of. It is the perfect gossip hub for the older age group about their family vacation and their plans for heading down south. Also word-of-mouth is extremely effective and believable.

Primary Audience Profiles Primary Profile: Families

Erika is a 33-year-old mother of two children. Erika has been married to Kyle for 10 years and her two children are 8 and 5 years old. The family resides in Boston, Massachusetts. Erika is college educated with her BA. She works part time so she can enjoy spending time with her children. Erika’s husband Kyle makes around $80,000 a year while Erika make around $25,000. Erika and Kyle enjoy being active and taking their children on trips and vacations when they can.

Primary Profile: Business Decision Leaders

Derek is 45 years old and is a medium size business owner in New Hampshire. He graduated from the University of New Hampshire with a BA in Business. He makes $150,000 a year and oversees 350 employees. Every year Derek plans a business convention for him and his employees to seek out potential expansion and networking opporunities. Derek is constantly looking into more affordable convention options and is actively searching online for other options.

Primary Profile: High-income Snowbirds

Susan and John are retired and in their early 60’s. They have 3 children and 5 grandchildren. The entire family lives in Northern Virginia. The couple are both college graduates and had an annual income together of $125,000. Once Susan and John retired they decided to purchase a vacation home in Southern Florida. The couple typically spends November through February in Florida and the rest of their time up north. The couple enjoys spending time with their family and would enjoy seeing them more often during the winter months. If John and Susan’s entire family came to visit more often they would be more inclined to extend their stay in Florida.

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Audience Objectives, Strategies, and Tactics What is an Objective?

An Objective is part of the organizational strategy, an objective is a statement emerging from the organizations goal, presented in clear and measurable terms, pointing toward particular levels of awareness, acceptance or action.

What is a Strategy?

A strategy is part of the organization’s overall plan, determining what it wants to achieve and how it want to achieve it, offering direction in both proactive and reactive organizational activity and messages: theme, source, content, and tone.

What is a Tactic?

A visible element of a strategic plan; a specific vehicle of communication

Audience Objectives, Strategies, and Tactics Objective 1: Increase knowledge and belief from 35% to 45% in the first 1-2 years of the campaign in the female decision makers in Northeast families that there is more to Florida than the traditional, postcard, theme park vacation. (Northeast families would be defined in this campaign as qualifying at least one guardian and one child.) Strategy 1: Use social media to communicate to the Northeast family decision makers (females) that Florida has the natural beauty and hidden gem quality appealing to the whole family. Tactic 1: Scheduled weekly social media posts, specifically on Facebook, that highlight the “Hidden Gem” of the week. Tactic 2: Optimize user generated content with hashtag #VisitFL to exhibit the beauty of Florida and personal testimonies of various vacations across Facebook, Instagram, and Twitter. Tactic 3: Create “How To” articles on Pinterest for mothers linked to the Visit Florida website, and how to pack for their Florida vacation. Strategy 2: Use traditional print media to target the Northeast family decision mak ers (females) that Florida has the natural beauty and hidden gem quality appealing to the whole family. Tactic 1: Create print ads for magazines favored by women that convey Flori da’s natural beauty and hidden gem quality. (Women’s Health, Good Housekeeping, Travel and Leisure) Tactic 2: Send direct mail postcards that features the natural beauty of Flori da’s beaches, parks and cities to female decision makers. Strategy 3: Communicate with Northeast decision makers (females) through digital media that highlights the diversity in the natural beauty of Florida. Tactic 1: Create email blasts that contain information about a family oriented event every Saturday night during the month of July, over the course of the campaign, called “Sleeping Under the Stars” on Florida’s natural beaches. Tactic 2: Create email blasts that contain Florida’s unique Lighthouse tour. Tactic 3: Create digital ads that emphasize the diversity in the natural beauty of Florida on popular women oriented websites.

Audience Objectives, Strategies, and Tactics Objective 2: Convince an additional 5% of female decision makers of Northeast families to book less commercialized Florida vacations over the course of the campaign with a focus of years 3-5. (Baseline of 21.8% ending goal of 26.8%) • Less commercialized means homestays, B&B’s, beaches, national parks and camp grounds instead of Disney and Universal attractions, including water parks and zoos. Also move away from mainstream resorts and hotels. • ”Homestays is a popular form of accommodation whereby visitors stay in a house or apartment of a local of the city to which they are traveling.” Strategy 1: Use social media to boost posts to show the cost effectiveness of a Florida vacation to female decision makers of Northeast families. Tactic 1: Share Facebook posts featuring rate specials on homestays in Florida listed on websites like Airbnb. Tactic 2: Hashtag VisitFL in the favorite family photo on Instagram, Twitter or FaceBook for a chance to win an expense paid vacation to a “hidden gem” destination in Florida. Strategy 2: Utilize digital media to convey the accessibility and cost effectiveness of a Florida vacation to female decision makers of Northeast families. Tactic 1: Advertise the #VisitFL contest on Trip Advisor and Travelzoo web and banner ads. Tactic 2: Utilize email marketing showing the comparative prices of Airbnb’s versus the prices of main stream resorts. Tactic 3: Create a YouTube video of personal testimonials explaining family vacations within Florida’s “Hidden gems”.

Audience Objectives, Strategies, and Tactics Objective 3: To inform and convince business decision makers in the Northeast that Florida is a business friendly area for group business trips starting with 35% to a target of 40-42% in years 1-2 of the campaign. After generating awareness and maximizing believability, increase Northeast business decision makers booking business events in Florida from 35% to 40-42% in the remaining 3-5 years of the campaign. Strategy 1: Communicate with business decision makers in the Northeast using digital media that Florida is an ideal business friendly area for a group business trip. Tactic 1: Advertise on digital business platforms (Bloomberg, Forbes, Times) to compare distances and rates of transportation in Florida versus other states. Tactic 2: Send timely email blasts to business decision makers in the Norteast using segmented email lists from email softwares (Mailchimp) that highlight the accommodations surrounding the convention centers. Strategy 2: Influence business decision makers in the Northeast using promotional events to book their group business trips in Florida rather than other popular destinations. Tactic 1: Attend and hold a promotional booth at the New York Times Travel Show and Canoecopia that displays the 5 major convention centers Florida has to offer and the accommodations they have to offer. Strategy 3: Utilize print media that communicates with business decision makers in the Northeast one of the major convention centers future appeal. Tactic 1: Produce a magazine article on the reopening debut of the Miami Beach Convention Center, and all of its improved accommodations in traditional business magazines (Forbes, AdWeek, Fortune). Tactic 2: Send direct mailers to the top Fortune 500 companies in the North east (55 in New York alone) that highlights the attractions Miami Beach Convention Center will have to offer.

Audience Objectives, Strategies, and Tactics Objective 4: Generate belief and behavior within the Snowbird target audience to extend their seasonal stay in Florida specifically to increase their time and spending. Snowbirds bring in roughly $18 billion annually. Maintain an increase of $1 billion dollars per year over the next 5 years. • With the annual revenue being 89.1 billion dollars in 2015, we want to increase spending by at least 5 billion dollars each year that the campaign runs.

Strategy 1: Communicate with high income Snowbirds utilizing digital media to convey the natural beauty and hidden gem quality of Florida. Tactic 1: Frequent email blasts that market the Lighthouse tour, including a map of the tour, and discount codes to book their trip. Tactic 2: Create advertisements on traditionally older demographic websites (AARP) that display the Lighthouse tour and include an easy clickthrough to the website they can learn more. Strategy 2: Influence the high income Snowbirds to extend their traditional stay by utilizing print media that highlights the advantages of Florida year round. Tactic 1: Create direct mailers that display stand out activities that occur in the months of their extended stay (April-October) in their specific geographic location. Tactic 2: Create flyers that will be placed in local health clubs/community cen ters that display the natural beaches and parks they can visit during off season. Strategy 3: Create belief and behavior with the Snowbirds’ extended family members the natural beauty and hidden gem quality of Florida utilizing a digital media mix. Tactic 1: Send frequent email blasts that highlight the natural beaches and parks exclusively Florida has to offer. Tactic 2: Create social media posts on Facebook and Instagram that expose Florida’s year round sunshine and activities. Tactic 3: Send email promotions advertising the “Sleeping Under the Stars” event influencing Snowbirds’ extended families to sign up today and get $5 off per person. Tactic 4: Scheduled Facebook posts highlighting Mother’s and Father’s Day that exhibits the joy of celebrating with the whole family in “undis covered” Florida.

Media Analysis Media Analysis for Northeast Mothers Social media: Facebook, Twitter, Instagram, Pinterest Target audience: Northeast mothers • Social media is an essential tool to use in this campaign to reach the Northeast mothers. Research has shown that mothers spend the majority of their online time on social media therefore there is an opportunity to create an interactive online relationship. Facebook: Due to the fact that 81% of mothers log onto Facebook multiple times a day, this platform will be used to boost our “Hidden Gem of the Week” posts every day for the entire week the particular post is up. Twitter: This platform will be utilized to give quick, fun facts about Florida, and those tweets will be boosted. Instagram: This platform will be primarily used for the user-generated content from the contest. The contest will consist of families submitting photos of their Florida vacation with the hashtag “#VisitFL” and the winner will receive an all-expense paid trip to a hidden gem of Florida. Pinterest: 40% of mothers use this platform. Pinterest will be used for posting “How to” pins, such as “How to pack for your Florida vacation” that will be boosted.

Event: Sleeping Under the Stars Target Audience: Northeast mothers • This unique event will appeal to the target audience because there is something appealing to everyone in the family. Also the idea of sleeping under the stars on Florida’s natural beaches enforces the message of the campaign.

Media Analysis Media Analysis for Northeast Mothers (Continued) Print Media: Direct mailer postcard Target Audience: Northeast mothers • The direct mail postcards are a creative way to expose the beauty of undiscovered Florida. They provide a feeling of personal communication and can be put right in the target audience’s hands. Print Media: Magazine Ad (Women’s Health) Target Audience: Northeast mothers • This particular magazine ad is beneficial because Women’s Health reaches more than 10 million women worldwide, and appeal entirely to Northeast mothers. Women’s Health magazine appeals to women who are contemporary, confident and ambitious which is the kind of woman that would explore a new Florida vacation. Print Media: Magazine Ad (Travel and Leisure) Target Audience: Northeast mothers • A magazine ad in Travel and Leisure correlates with the message of the Visit Florida campaign. Northeast women that read Travel and Leisure are looking to book a vacation.

Media Analysis Media Analysis for Northeast Mothers (Continued) Digital Media: Banner Ad (Tripadvisor) Target Audience: Northeast mothers • The target audience visiting Tripadvisor are actively looking to book a vacation. The ad will be an influencer on focusing on Florida as a destination. Digital Media: Email marketing Target Audience: Northeast mothers • Utilizing email marketing for the target audience increases the reach and frequency that the message gets to the Northeast mothers. Email marketing is also easy to track and analyze.

Media Analysis Media Analysis for Business Decision Makers Print Media: Magazine Ad (Forbes) Target • Audience: Business decision makers • Forbes is an extremely popular source of information for business oriented people and has a high exposure rate. An ad for Florida business travel would reach the right target audience. Print Media: Magazine Ad (Entrepreneur) Target Audience: Business decision makers • Entrepreneur magazine is popular amongst people who seek out new ventures and new places to promote products. Advertisements for Florida’s conventions centers will attract this audience to hold expos at these locations. Print Media: Magazine article Target Audience: Business decision makers • An article will be displayed in Entrepreneur magazine promoting the reopening of the Miami Beach Convention Center. This magazine will reach our target audience and the article will supply the business decision makers with viable information and resonate with them. Print Media: Direct Mailer Target Audience: Business decision makers • Direct mailers: Direct mailers will be sent to Fortune 500 companies about the renovations of the Miami Beach Convention Centers. These will be used to give a more personal feel, and encourage the business decision makers to book their next convention at MBCC.

Media Analysis Media Analysis for Business Decision Makers (Continued) Digital Media: Banner Ad (Bloomberg) Target Audience: Business decisions makers • Bloomberg is one of the most frequently referenced websites for business oriented people in their spare time. Advertising Florida’s convention centers on this website will draw attraction to the accommodations. Digital Media: Email marketing Target Audience: Business decisions makers • Utilizing email marketing for the target audience increases the reach and frequency that the message gets to business decision makers. Email is a perfect platform for a comparative view of the rates of travel and stay in Florida versus other popular states.

Event: New York Times Travel Expo and Cornucopia Target Audience: Business decision makers • Attend and hold a promotional booth at the New York Times Travel Show and Canoecopia that displays the 5 major convention centers Florida has to offer and the new and improved accommodations. There is also good credibility behind the New York Times name.

Media Analysis Media Analysis for High Income Snowbirds Social Media Target audience: Snowbirds • Facebook: Facebook will be used to reach the Snowbirds’ extended family by cre ating posts about Mother’s and Father’s Day and trying to create an urge to come visit during those holidays. • Instagram: Instagram will be used just to reach the extended family by posting photos that display Florida’s natural beauty and hidden gems.

Digital media: Email Blasts Target audience: Snowbirds • Email blasts will be sent frequently to the Snowbirds to inform them about the Lighthouse tour, and discount codes for booking their trips. Digital Media: Email Blasts Target audience: Snowbirds • This will be used to send email promotions advertising the “Sleeping Under the Stars” event in the hopes of encourage the Snowbirds’ extended family to visit Florida for this event. Digital media: Banner Ads Target audience: Snowbirds • These ads will be created and posted on traditionally older websites, like AARP, in order to reach this target audience on a platform they visit and trust.

Media Analysis Media Analysis for High Income Snowbirds (Continued) Print Media: Direct Mailers Target audience: Snowbirds • These will be created to display activities that occur in the months of their extended stay (April-October) in their specific geographic location in order to encourage this target audience to stay in a creative way. Print Media: Flyers Target Audience: Snowbirds • The flyers will be created and placed in various health clubs or community centers in their geographic locations in order to reach them at a familiar place all while promoting the natural beaches and parks to visit.

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Media Schedule/Budget Media Schedule/Budget: Year One

Media Schedule/Budget Media Schedule/Budget: Year Two

Media Schedule/Budget Media Schedule/Budget: Year Three

Media Schedule/Budget Media Schedule/Budget: Year Four

Media Schedule/Budget Media Schedule/Budget: Year Five

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Creative Brief Organizational Overview

The Visit Florida campaign was created to expose the natural and unique qualities of Florida beyond the traditional, well known theme parks and resort vacations. The campaign strives to expand the horizons of why people would desire to visit Florida and increase spending in non-traditional ways.

Goals and Objectives

The overall goal of the Visit Florida campaign is to increase tourism in Florida 3-5% over the course of 5 years. The campaign objectives work seamlessly to target the three audiences in the most effective way.

Key Issues

• The Visit Florida campaign faces an issue in why people visit Florida, historically for mainstream theme parks and resorts. • The majority of the campaign’s target audiences are unaware of the natural beauty and hidden gem qualities Florida has to offer. • To increase awareness and tourism in undiscovered Florida including its natural beach, parks, nature trails and cities.

Creative Brief Who are we targeting?

• Female Northeast family decision makers • High income Snowbirds and their extended families • Business decision makers in the Northeast

Key insights

All three target audiences are visiting Florida for different reasons. In order to reach each of them in the most effective way, the campaign will utilize a media mix of all sorts from social to digital media, to traditional print. It is essential to incorporate different kinds of media when targeting each audience in order to reach the campaign goal.

Key Messages

Rebranding Florida to accentuate its hidden gems and natural beauty for a desirable vacation, while also highlighting the accessibility, cost-effectiveness and convenience of visiting for business related reasons.

Obstacles

The Visit Florida campaign faces an obstacle in regards to natural disasters like the recent Hurricane Matthew. The unfortunate events, such as the alligator attack at a Disney resort, the Pulse nightclub shooting, and others has the potential to cloud Florida’s reputation.

Creative Brief Fonts Used • Notera - Notera • Georgia - Georiga • Gobold Thin - Gobold Thin Colors Used/Color Inspiration

Tone:

One of the goals for the Visit Florida campaign is to create a professional yet relaxed tone that is consistent in all of the advertisement and creatives. The Visit Florida Campaign is targeted at tourists, therefore the tone should be relaxed and inviting. The colors used are soft and mellow. By combining these soft colors and a precise font, the campaign is able to maintain an overall professional and clean look. The Visit Florida Campaign targets three separate audiences that vary in demographics. All of the creatives are targeted the separate target audiences but maintain the same tone and feel throughout all advertisements.

Evaluation Plan Evaluation Plan

Evaluating the outcomes of any campaign is arguably the most important process. Without the evaluation, there would be no determination of the campaign’s success. There are various tools that can be utilized in measuring the effectiveness of the campaign. In terms of the campaign’s use of social media the first evaluation would be an analysis of the user generated content across various social media platforms. (Facebook, Twitter, Instagram, Pinterest) The amount of content accumulated by the use of the hashtag “#VisitFL” will lead to determining if this particular tactic was successful. Another evaluation concerning social media would be utilizing back end analytics, and breaking that information down into clicks per million. The tactics used in print media can be evaluated based on the responses to the call-toactions on each form of print including the direct mail post-cards, flyers, and magazine advertisements. The call-to-actions will vary from liking the Visit Florida Facebook page to visiting the official Visit Florida website (visitflorida.org) The digital media content can be tracked and evaluated by utilizing the click per mil on each digital and banner advertisement across various websites. Also, the Youtube video will be tracked based on the amount of views and shares it gets. Email marketing will be evaluated based on the amount of deleted or unopened emails and the amount of opened emails that led to completing the call-to-action.

Appendix Secondary Research 1. Office of Advocacy –Issue Brief: “Demographic Characteristics of Business Owners” • This article highlights more key demographic facts of the business decision makers from 2012. Some of the key findings that assisted in determining how to target this audience are as follows.

2. Pew Research Center study: “Parents and Social Media” • This study supplied valuable insight into what platforms the Northeast decision makers, which are primarily the Mothers, use. Some of the key facts are: • 75 percent of parents log on to Facebook daily • Mothers on Facebook are more likely to log on to Facebook several times a day than fathers (56% compared to 43%) • Mothers specifically strongly agree that they find useful information through their social media networks

Appendix • The following chart shows the percentage of parents overall that use Facebook, and also percentages of mothers and fathers that use the platform specifically.

3. Bureau of Economic and Business Research: “Snowbirds, Sunbirds, and Stayers: Seasonal Migration of Elderly Adults in Florida” • This study done by the Research center at the University of Florida provided valuable information on the specific demographic makeup of the Snowbird target audience.

Appendix Five Major Convention centers in Florida

• This research helped determine how to convince business decision makers that convention centers in Florida had all the accommodations they need. 1.Orange County Convention Center (Orlando) a. 12.9 miles from the airport (17 minutes) b. Known as the “center of hospitality” c. Located right next to International Drive d. Over 100 hotels in the area 2.The Tampa Convention Center a. 84,000 square feet of useful pre-functional areas b. 9 miles from the airport c. Right on the water- beautiful view d. Hotels all around 3.Miami Beach Convention Center a. 12 miles from the airport b. Under major construction- making a lot of improvements c. 64 hotels within 2 miles of the MBCC 4.Palm Beach Convention Center a. 3.1 miles from the Palm Beach International Airport b. Located in downtown West Palm Beach c. Wide variety of hotels and restaurants – from casual to sophisticated 5.The Prime F. Osborn III Convention Center (Jacksonville) a. 14.2 miles from the airport b. Less than a mile from 2300 different hotels

Appendix Primary Research

• We conducted phone interviews with Northeast mothers from 4 different states (Massachusetts, New Jersey, New York, and Pennsylvania)

Northeast Family Mothers:

1. How many times a year do you go on a family vacation and typically where? 2. How much do you typically budget for a family vacation? 3. What are the main activities that you look for in a family vacation? 4. Do you perceive Florida to possess the qualities you look for? 5. What do you think of when you hear about a vacation in Florida? 6. When looking for unique hidden gems in a destination do you think of Florida? If no why not? 7. If you knew more about the untraditional, cost effective and uniqueness of a Florida vacation would you book one for the next family vacation?

Pertinent Research Method: Secondary Research

Secondary research was conducted to gain further insight into who made up the campaign’s target audiences, and uncover what the most effective ways would be to reach them. The articles revealed the different ways to reach the target audiences through specific media channels for each specific group. Gathering research on the campaign’s first target audience, the Northeast families, uncovered that the decision makers of the Northeast families are the mothers. A specific study conducted in 2015 found on Pew Research Center titled, “Parents and Social Media” uncovered that one of the most effective ways to reach these decision makers was through Facebook. The article discusses specific statistics, such as 56 percent of mothers log onto Facebook multiple times a day. For further information, please reference Appendix. The research found in this article from Pew Research has allowed the campaign to be well informed on the specific media channels to use to reach these decision makers. In addition to gathering research on the Northeast families, different articles also helped in determining how to convince business owners that Florida is a desirable destination for their business conventions. The research for this audience was first primary focused on who actually are business owners. A brief from 2012 titled, “Demographic Characteristics of Business owners,” from the Office of Advocacy revealed specific demographic characteristics, such as 85.4% of business owners are white, and 50.9% of business owners are 50 and over. For more information, please reference the Appendix. After gathering the data on who makes up this target audience, further research was conducted on different convention centers in Florida and why they would appeal to business owners looking to book a convention.

Mintel research and other articles revealed a deeper understanding of the third target audience, high income Snowbirds. The research assisted in determining the demographic, psychographic, etc. makeup of this specific audience, and the best media channels to utilize to reach them. A study from the Bureau of Economic and Business Research done in 2006 displayed data, such as the mean age being 69.7, and the mean income was roughly $62,000. For more information on this study, please reference the Appendix. These statistics, along with the data that uncovered their media habits, assisted in determining the media mix that will be utilized in the campaign.

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