South Walton Tourist Development Council
2012 – 2013 Strategic Plan
April 24, 2012
DRAFT
Updates made in red represent the 1st quarter
Updates made in blue represent the 2nd quarter
Updates made in green represent the 3rd quarter
Updates in purple represent the 4th quarter
1
Brand Story.
Everyone needs to have their own beach.
Sounds simple enough. Start with the purest white quartz sand filtered down from the
Appalachians eons ago and washed westward along the blue-green Gulf. Form it into wave-like
dunes topped with sea oats. Frame the dunes with pines, spreading broad swathes of green
against the perfect blue of the sky. Scoop out freshwater lakes to reflect all that blue. And back it
all with a huge inland estuary teeming with all forms of life.
People have been drawn to this restorative beauty ever since they’ve been drawn to the South.
The culture that has grown up here from residents and visitors alike has ever been peaceful,
respectful of the natural uniqueness and well spiced with the flavors of Southern and gulf coast
character.
The result is a necklace of individual beach neighborhoods, each with its distinct emotional hue,
its own cultural traditions and feel, its own visual style. All linked not only to each other, but
also to the bountiful natural gifts they are committed to preserve and perpetuate.
This is our promise: somewhere along this strand, you will find your perfect place, your partner’s
beach ideal, your family’s epitome of what the word beach was meant to be.
That’s South Walton. Find your perfect beach.
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Mission
The mission of the South Walton TDC is to direct and manage activities that will strengthen the
position of the South Walton brand in the tourism marketplace, in order to increase the tourism
economy of Walton County. The TDC will manage and maintain our beaches as a primary
attraction and serve as a responsible industry organization to take a leadership role in addressing
issues that affect tourism and the quality of life in Walton County.
Brand Promise
South Walton provides visitors with a relaxing escape: an upscale, yet casual, place to unwind
and rejuvenate. Charm and scenic beauty define our stretch of Northwest Florida’s Gulf Coast,
and our white sand beaches and turquoise waters offer a natural setting, where visitors feel
comfortable. We deliver an unforgettable experience, filled with lasting memories.
2012-2013 Goals
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Execute the South Walton brand through strategic paid, earned, owned and shared media
programs
Increase brand awareness in and out of market
Build consumer inquiries and deliver qualified leads to bed tax collectors
Retain and grow visitation from core and emerging markets
Manage and maintain the South Walton beaches
Deliver unforgettable experiences filled with lasting memories
Based on the Mission Statement and the Brand Promise, the TDC will meet and strive to exceed
goals and objectives through 6 main areas of focus:
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Brand Execution
Beach Maintenance
Beach Nourishment
Visitor Experience/Customer Service
Attracting & Retaining Visitors
Administration & Organizational Excellence
3
Brand Execution
South Walton provides visitors with a relaxing escape: an upscale, yet casual, place to unwind
and rejuvenate. Charm and scenic beauty define our stretch of Northwest Florida’s Gulf Coast,
and our white sand beaches and turquoise waters offer a natural setting, where visitors feel
comfortable. We deliver an unforgettable experience, filled with lasting memories.
Goal: Foster, protect and grow the South Walton brand to increase tourism in Walton County.
Embrace core brand attributes, clearly and authentically communicating the benefits of the 15
distinct beach neighborhoods to visitors in core and emerging markets.
Strategy: Adopt, embrace and convey South Walton brand and the 15 beach neighborhoods
across all TDC initiatives, daily activities and communications programs. Consistently
communicate South Walton brand both in and out of market taking leadership role as brand
ambassadors embracing both the master and sub-brands.
Objectives:
• Using existing creative assets developed through the brand evolution process, continue to
communicate Visit South Walton brand in top 10 markets through a variety of mediums
including regional print, TV broadcast, digital, and social media. (link to media plan)
 Renegotiated, placed and purchased 2012-13 media plan
 Resized existing brand and co-op artwork for first quarter insertions
 Developed and placed online media plan, including paid online and social media
opportunities
 Developed beach safety media plan
 Developed emerging market strategy brief
 Placed beach safety media plan
 Developed plan to diversify radio for Signature Events media
 Made recommendations and placed print regional opportunistic buys
 Standardized print ads for brand consistency
 Resized existing brand and co-op artwork for second quarter insertions
 Implemented Signature Events online and radio promotions
 Developed concepts for emerging markets creative
 Deployed beach safety creative campaign
 Resized existing brand and co-op artwork for third quarter insertions
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Marry all messaging to ensure clarity through paid, owned, earned and shared media.
(link to Beach Momma)
 Revised Beach Momma for 2012-13 to include more detailed and targeted
content and more dynamic themes
 Put in place system to systematically review and enhance Beach Momma on
monthly basis
 Enhanced Facebook paid media to include sponsored posts
 Incorporated monthly theme into all monthly sweeps messaging
 Reviewed and updated Beach Momma monthly to ensure relevant messaging
 Reviewed and updated Beach Momma monthly to ensure relevant messaging
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Continue to communicate the brand through niche media including weddings, groups,
meetings, signature events and eco-tourism. (link to media plan)
 Renegotiated, placed and purchased 2012-13 meetings media plan
 Developed strategic recommendation for sales mission bridal effort
 Developed strategic brief for evolution of signature event creative
 Created an “ecosploring” video for use on website and social media channels that
positions South Walton as an ecotourism destination
 Developed new creative for Signature Events and deployed for 30A Songwriters
and Seaside Half Marathon
 Supported 30A FAM initiative and attended festival for content generation
 Created a 30A Songwriters Festival video for use on website and social media
channels
 Worked with theknot.com to put together a promotion to promote Visit South
Walton as a wedding destination in core and emerging markets
 Proposed niche email marketing program with behavioral targeting that will
launch with a wedding influence
 Developed new paid media creative for South Walton Wine and Food Festival
and ArtsQuest
 Developed creative and implemented knot.com Girls Getaway promotion to
increase wedding business in South Walton
 Created South Walton Wine and Food Festival video for use on website and
social media channels
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Continue to offer bed tax collectors a variety of co-operative media opportunities
designed specifically to broaden awareness and deliver qualified leads. (link to co-op
plan)
 Worked with co-op partners to ensure correct information in insertions
 Offered weekly and monthly sweeps reports to co-op partners
 Revised co-op banner ad creative for spring and summer campaigns
 Worked with co-op partners to enhance presence and lead generation on website
 Developed sales materials and plan for 2013-14 Cooperative Partner Program
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Incorporate South Walton brand in all public and media relations efforts educating
journalists and readers about South Walton. Strengthen media outreach fostering
relationships with journalists in key publications in support of strategic media plan and
visitor profile. (link to communications plan)
 Started updating press materials to ensure inclusion of Gulf Place – the 16th
beach neighborhood.
 Created strategic brief for promoting the 30A Songwriters festival and
growing reach of South Walton. Included in the brief: a press trip timed with
the festival. Media targets have been identified and are being pitched by the
TDC and its partner agencies.
 Provided background on South Walton to the producer of “Emeril’s Florida,”
in support of episode featuring the destination.
 Distributed a monthly “What’s New” e-newsletter – a regular recap of
destination news for target media.
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Southwest Airlines Spirit – The TDC worked with the magazine on a feature
about Northwest Florida beaches.
AL.com, The Huntsville Times, The Birmingham News, South Florida SunSentinel, Orlando Sentinel and Visit Florida Beaches & Adventure Insider
blog – These publications featured fall events throughout the destination as a
result of pitching and news release distributions.
Florida Travel + Life – Provided information to the publication, as South
Walton was selected as the best beach town under “Best Places to Live” in the
December issue.
Association News – Features South Walton in a round-up of Central and North
Florida meetings destinations as a result of an interview with the TDC.
Distributed a round-up news release of holiday events and offers to more than
200 long-lead travel and lifestyle media.
Followed up with Memphis media, including Commercial Appeal, At Home
Tennessee, Memphis magazine and Southern Bride magazine, following TDC
deskside meetings.
Worked with freelance travel journalist, Rachelle Lucas, to begin planning a
spring custom media visit.
Provided key contact recommendations for 30A media fam trip
The TDC hosted the 30A Songwriters Festival FAM with support from its
agencies. Attendees included representatives from Country Weekly, Relix,
Memphis Magazine, Accent on Tampa Bay, Exploration Travel Magazine,
Southern Hospitality Traveler and Nola.com. News outlets were monitored for
resulting coverage.
Managed a media deskside mission to Birmingham. Met with journalists
representing Hoffman Media (publishers of Victoria, Taste of the South, Cooking
with Paula Deen, Southern Lady, TeaTime, Louisiana Cookin’, Phyllis Hoffman
Celebrate and The Cottage Journal), Birmingham Parent, Birmingham Home &
Garden, VisitSouth.com, Taste of the South, Cooking Light and freelance
journalists. TDC representative participated in on-air interview with ABC 33/40,
the Birmingham ABC affiliate.
Planned and implemented individual media visits for representatives from
Nashville Parent, St. Louis Post-Dispatch and the Visit Florida Dining Insider.
Began planning for individual media visit for a journalist from the New York
Post, including outreach to host property.
Planned future individual media visits for bloggers from ChildMode.com and The
Mom Creative.
Distributed news releases about new events, activities and places in South Walton
and spring events/packages to travel and lifestyle media. Posted to PR Newswire
as appropriate.
Updated and distributed South Walton’s arts backgrounder to travel, lifestyle and
arts/culture media.
Advised partner 30A Games on media announcement of Monopoly: Visit South
Walton Edition.
Distributed a monthly “What’s New” eNewsletter – a regular recap of destination
news for target media.
Responded to a variety of media inquiries, including requests from freelance
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journalist Andrea Poe for a story on Valentine’s Day travel, Traditional Home
magazine for a story on design-minded travel destinations and Florida Trend for
future travel stories.
Reviewed emerging markets and brand engagement plan and identified public
and media relations opportunities.
Developed a draft plan for hosting virtual deskside meetings with target media.
Reviewed and updated the online press room.
Updated media lists in SimpleView to align with PR agency’s contacts.
Conducted review of news release distribution services and renewed contract
with PR Newswire.
Updated the South Walton boilerplate for news releases and added the new
description to all press materials.
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Managed a media deskside mission to Houston. Met with journalists representing
Houston Chronicle, 002 Houston magazine, H Texas magazine, Texas Wedding
magazine, Hispanic Meetings & Travel and Houston Style.
Distributed news release about summer events to media covering travel, lifestyle
and events. Posted the short-lead version of the news release to PR Newswire.
Distributed news release about Mother’s Day activities in South Walton to shortlead media (daily and weekly media outlets).
Hosted bloggers from KevinandAmanda.com on a custom media visit.
Continued follow-up with media who attended the 30A Songwriters Festival
FAM to secure status of any remaining stories.
Responded to a variety of media inquiries, including requests from “Dallas
Morning News” for story ideas.
Pitched bridal party getaway (in partnership with TheKnot.com) to wedding
bloggers and websites.
Distributed complimentary copies of Monopoly: Visit South Walton edition to 37
media outlets, including journalists from Coastal Living, Atlanta JournalConstitution, USA Today, Southern Living and others.
Planned for public relations support of South Walton’s mobile app re-launch.
Started drafting news release about the mobile app re-launch (see mobile app
marketing brief).
Identified and commenced pitching of Chicago-based media to attend South
Walton’s “White Beach Party” reception at BlogHer. Secured RSVP from
Leisure Group Travel.
Continued working with New York Post writer to determine date for custom
media visit.
Continue to embrace social media as a viable and important component of the South
Walton communications plan. (link to social media plan)
 Created social media policy and social media purpose statements
 Enhanced social presence to include Instagram
 Produced detailed weekly and monthly content documents to implement social
strategies for Facebook, Twitter, YouTube, Pinterest, Instagram and Foursquare
 Implemented social media listening software
 Began using sponsored posts as key tactic to enhance social reach
 Implemented social giveaways
 Proposed and concepted social public workshops as way of partnering with local
social media influencers and garnering content
 Began set up of wiki to act as repository for future content
 Developed and directed a social public workshop
 Supported knot.com weddings initiative, emerging markets and sales
engagements through social media
Update and monitor Beach Momma to ensure clear and constant content development
including stories, newsletters, photography, sweepstakes and videos. (link to Beach
Momma)
 Revised Beach Momma for 2012-13 to include more detailed and targeted
content and more dynamic themes
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Put in place system to systematically review and enhance Beach Momma on
monthly basis
Developed relevant content monthly in accordance with Beach Momma
Held monthly content meetings to ensure consistency amongst stories,
newsletters, sweepstakes and other content
Developed Ecosploring and 30A Songwriters videos in accordance with content
Incorporated monthly content theme into all sweeps messaging and email
marketing
Developed “Shopping”, “South Walton Wine Festival” and “Day in the Life of a
Kid” videos for enhanced content
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Develop and produce the Visitor Guide to highlight the South Walton brand and
communicate all there is to do on vacation including, but not limited to, family fun,
dining, outdoor activities, weddings, meetings, eco-tourism, signature events, shopping,
golf and romantic escapes. (link to online guide)
 Worked with local photographer to coordinate photo shoot for the Visitor Guide
and selected all photos to be included
 Wrote and or approved all content for the guide
 Worked with tax collection office to ensure as many bed tax collectors as possible
were represented and all information was verified
 Included Gulf Place as the 16th neighborhood
 Generated estimate and began revisions to finalize artwork for Visitor Guide
 Developed estimate for printing/production of Visitor Guide
 Finalized artwork and completed printing/production of Visitor Guide
 Drafted strategic brief for 2014 Visitor Guide
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Work with research partner to adapt a new approach to garnering relevant research aimed
at analyzing and forecasting current and emerging trends that may affect strategic
communications. (link to partner site)
 Provided input on website satisfaction survey
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Create a South Walton rallying cry and engage stakeholders to use the brand in market.
Develop fun and exciting ways to entice 16 beach neighborhoods to actively engage in
the brand.
 Worked with the BCC to create an RFP to select a moderator for the TDC general
discussion workshops. The workshops were held on December 3,4 and 5.
 Designed and received public feedback on South Walton bumper sticker
 Finalized and produced South Walton bumper sticker
 Drafted local rallying cry strategic brief
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Seek more strategic partnerships through paid media partners to align brands and reach
more visitors in core and emerging markets.
 Met with Visit Florida to discuss existing co-op relationship and development of
further expansion of partnership moving forward and any added value that can be
provided
 Partnered with Visit Florida’s million dollar investment as part to about Emeril’s
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Worked with paid media partners to receive added value
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Support and maintain new website (www.visitsouthwalton.com) fostering clear and
relevant information for visitors. Assure messaging fosters the brand and supports 15
beach neighborhoods.
 Developed and added new content to website in accordance with Beach Momma
 Updated content monthly to ensure relevance of content (at a minimum)
 Added Gulf Place to the website as a 16th beach neighborhood
 Updated content monthly to ensure relevance of content (at a minimum)
 Updated South Walton Sounds page
 Revised all existing 15 beach neighborhood videos and created Gulf Place video
 Began implementation of SEO foundation work on website
 Updated the online press room by adding new content
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Grow and foster additional digital assets including mobile site, beach finder app, ecotourism app, partner site, database and photo cloud.
 Updated Mobile home page monthly
 Developed app rebuilding strategy with goal of getting app added to App store
 Researched vendors, provided recommendation and generated proposal for
web/social archiving
 Received approval on app enhancement and developed functional requirements and
specs
 Finalized contract with website/social archiving partner
 Began development of eNewsletter template revisions
 Implemented app enhancement 2.0, which included incorporation of ecotourism app,
and launched “Perfect Beach” app in Apple Store
 Developed and began executing app promotion marketing plan
 Completed eNewsletter template revisions
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Manage internal database seeking most current and up-to-date information for family of
sites, apps and visitor guide.
 Integrated database forms with website forms so information for eNewsletters and
sweeps goes directly into database
 Customized autoresponders for new entries into database (signups for eNewsletter,
Visitor Guide, etc.)
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Continue to offer public workshops designed to communicate TDC’s programs, foster
open discussion and feedback and participation from bed tax collectors and other tourism
partners.
 Worked with the BCC to create an RFP to select a moderator for the TDC general
discussion workshops. The workshops were held on December 3,4 and 5
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Held public workshop for Beach Access signage
Proposed “social” public workshops to engage social media influencers in the
community
Held social public workshop that engaged social media influencers in the
community
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Grow and support partner website with clear communication to bed tax collectors.
 Updated the site to make the tabs easier to use and communication easier to find
 All information is added to the site
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Seek new and cultivate existing strategic alliances aimed at aligning like brands, increase
awareness and increase tourism in South Walton.
 Developed engagement recommendations for BlogHer conference as part of
emerging markets plan with intention of cultivating blogger relationships to
increase brand awareness
 Developed engagement recommendations for White Linen Night to align Visit
South Walton’s signature event programming with an arts initiative in New
Orleans
 Developed engagement recommendations for Decatur Book Festival to align Visit
South Walton’s signature event programming with a literacy initiative in Atlanta
 Developed strategy, creative support materials and coordinated South Walton’s
presence at BlogHer, White Linen Night and Decatur Book Festival
 Participated in instructional VISIT FLORIDA webinar on opportunities for
leveraging the organization’s new website
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Grow awareness and attendance to signature events through an active and engaging grant
program aligned with paid, owned, earned and shared media support.
 TDC sponsored and attended and Downtown GetDown in Tallahassee for FSU
home game Oct. 12.
 Staff also attended the tailgating pre game in Seminole Village on Oct 13.
Through social media engagement of visitors 430 gas cards were given out of the
2 day period.
 Staff attended regularly scheduled meetings with sponsored events.
 Staff attended, represented and or participated in Baytowne Wharf Beer Festival,
Rosemary Beach Uncorked, Noches De Los Muertos, Treasures of South Walton
Adventure Run, Taste of the Beach and South Walton Celebrity Golf
Tournament, Hilton Sandestin Basketball Blowout, 30A Songwriters Festival,
 Sandestin Gumbo Festival, Seaside Half Marathon, 30A Wine Festival
 Diversified radio media buy to increase reach of Signature Events promotion;
radio buy also includes added value promotional giveaways
 Developed new Signature Events creative
 Created 30A Songwriters Festival video for use on website and social media
channels
 Developed engagement recommendations for White Linen Night to align Visit
South Walton’s signature event programming with an arts initiative in New
Orleans
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Developed engagement recommendations for Decatur Book Festival to align Visit
South Walton’s signature event programming with a literacy initiative in Atlanta
Created South Walton Wine and Food Festival video for use on website and
social media channels
Created a combined app promotion/Signature Events promotion collateral piece
for distribution at engagement efforts
Developed strategy and coordinated presence for White Linen Night and Decatur
Book Festival
Measurement: Assets will continue to be tested for relevancy through research, lead generation,
web stats, increased traffic to the website, www.visitsouthwalton.com, higher equivalencies in
public relations, growth in social media efforts, brand awareness and increased tourism.
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Beach Maintenance
The TDC will manage our beaches as a primary attraction and serve as a responsible industry
organization to take a leadership role in addressing issues that affect tourism and the quality of
life in Walton County.
Goal: Preserve, protect and enhance beaches and beach experience for travelers and residents.
Strategy: Prioritize projects to maintain safe and enjoyable experience while protecting and
fostering the natural environment. Educate the public about current beach ordinances that are in
effect by a proactive approach.
Objectives:
 Update primary facilities to reflect the Visit South Walton brand to include interior,
exterior, landscaping and fixture improvements.
 Old picnic tables at 2 of the Regional Beach Accesses have been replaced with
more attractive eco-friendly tables.
 Recycle containers have been installed at 6 of the 8 Regional Beach Accesses.
Pine straw has been installed at all Regional Beach Accesses, as well as parks and
Visitor Center.
 Constructed a more attractive beach shower with sitting benches, and all of the
broken side walk at Inlet Beach Access has been removed re-poured
 Repainted and updated all way finding directional signs, as well as, beach kiosk
and pulled and consolidated signage at all public beach accesses.
 Planted sea oats at 1 regional access to help stabilize dune growth, added sand
fencing, and added irrigation to ensure sea oat survival.
 Completed specification recommendations for bath house updates
 All projects are currently done until after season when new projects will be
continued while general maintenance is ongoing.
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Develop and implement universal signage program (multiple signs RE: ordinance, safety,
etc.) to complement the existing way-finder and entryway signage, offering clear and
consistent messaging to visitors and residents.
 Working with Zehnder to develop a universal sign for all public beach accesses
that creates consistency in messaging.
 Developed recommendations for beach access signage updates
 Revised recommendation for beach access signage given feedback from public
workshop and developed deck signage recommendation
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Execute capital improvements as identified in the capital improvements plan supported
by the 2012 – 2013 budget. (link to capital improvements plan)
 Miramar Bath house Remodel- Pre-bid meeting on held on October 24th. BCC
awarded bid on November 20. Project is complete.
 Miramar rail replacement- Replacing the wooden boards with cable handrails.
BCC instructed Staff to re-bid project and an intake meeting was held on
November 26. Project is complete.
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Bathroom repaint project to match new brand- New ad agency is putting together
a conceptual design for review. Specs have been prepared and staff will set up an
intake meeting in August with goal of having project under contract under fiscal
year 2012/2013 budget year.
Grayton Dune Walkover- BCC approved task order for the design and permitting.
Intake meeting is scheduled in August, and project will be awarded and under
contract by September 2013 fiscal year.
Master Signage for Beach Accesses- New ad agency is developing the design for
the information that will be on the new signs for the beach accesses. Project still
in process. Marketing working with Agency for signage content.
Dothan Beach Access- Public Works has completed the drainage improvements
on Montgomery. Task orders were signed and approved for Prebble Risgh on
July 25, 2013 to start the design.
Ninth Lifeguard Tower- Visited several potential locations with Gary Wise for the
ninth lifeguard location located in Miramar. Project still in process.
Walton Dunes, Santa Clara phase II, Montego parking lot projects- BCC
instructed TDC to hold public workshop. Workshops were held on November 8
and November 15. BCC instructed TDC to hold on project until further notice.
County Commission has asked staff to remove this project from the 2012/2013
Budget. County Commission has instructed county staff to put out an RFP for a
parking needs assessment study. The project has been awarded to Avcon
Engineering.
Eastern Lake Boat Ramp- Pre-construction meeting on October 30, and
construction will began November 11. Project is complete.
Identify areas of public access deficiency and continue to make recommendations to BCC
on potential ways to solve problems.
 Montego has been identified as 1 access that potentially could be developed for
additional beach access in the Seagrove Beach area
 Project and recommendation is still in process. Beach Maintenance will work with
the new Beach Improvements Committee, which will be formed in the new fiscal
year. The committee will be used to help identify where additional beach accesses
are need in order to begin vetting proposed project through all stakeholders who
would have an interest in the project in the 2013-2014 Budget year.
Interact with beach visitors making them aware of the existing ordinances such as leave
no trace, dogs, glass, driving, fires, etc.
 189 citizen contacts informing beach visitors of ordinances and the importance
of having them in place.
 Issued 15 notices of violations, tagged or removed 50 Leave No Trace violations
and took action on 103 Wildlife Lighting violations.
 Updated artwork for beachgoer guide
 Provided recommendations for beach access deck messaging
Conduct an educational program with bed tax collectors to proactively ensure
collaboration with beach vendors for the betterment of our visitors.
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The Beach Activity Ordinance is currently under revision therefore the
information process is on hold pending the approval of the revisions.
Utilize alternative means of transportation to be able to patrol the beach with a safe,
personal approach during peak visitation.
 Obtained an all-terrain vehicle for better maneuverability
Measurement:
• Successfully execute capital improvements plan to enhance and maintain beach and bay
facilities offering visitors clean, well-nourished beaches.
• Infiltrate the Visit South Walton brand throughout South Walton beach facilities.
• Reduce the number of beach ordinance violations.
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Beach Nourishment
The TDC will manage and maintain our beaches as a primary attraction and serve as a
responsible industry organization to take a leadership role in addressing issues that affect
tourism and the quality of life in Walton County.
Goal: Preserve, protect and enhance beaches and beach experience for travelers and residents.
Strategy: Continue to develop projects that provide storm protection, recreational and
environmental benefits to South Walton.
Objectives:
• Oversee and assist the Mobile District of the U.S. Army Corps of Engineers in the
preliminary engineering and design phase of the Walton County Federal Shore Protection
Project.
 Conducted weekly conference calls to track progress
 Worked with county staff to gain approval of preliminary engineering and design
agreement
 The Walton County Board of Commissioners approved the Preliminary Engineering
Design Agreement and authorized the payment of $362,215 on May 28th.
 On June 11th, the BCC approved the development and release of a Request for
Proposals for a consultant to identify all property owners and title encumbrances for
the project area. This effort will serve as the basis for the development of the
project’s easements.
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Maintain an ongoing effort to lobby for state and federal dollars to help offset cost of the
federal shore protection project. Also, work with state and federal agencies to permit and
support ongoing efforts to restore the beaches along the 30-A corridor.
 Coordinated with Federal Lobbyists in lobbying efforts.
 Held conference call with state and federal agencies to discuss state permitting and
funding issue
 Continue to work with federal lobbyists and Mobile District to insure adequate
funding is available. To date, no delays have occurred or are expected due to
funding. State funding application to open in July and will be due in September.
 Permitting to continue as part of the preliminary engineering and design phase.
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Communicate with and engage local businesses and residents on Beach Nourishment
projects. Hold workshops at key project milestones. (link to beach nourishment plan)
 Held public workshop at BCC Meeting in September
 Provided quarterly update at TDC meeting
 Continued to provide quarterly updates at TDC meetings and June 11th update to the
Board of County Commissioners.
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Perform project monitoring of the Western Walton County Beach Restoration Project.
 All monitoring completed and submitted to monitoring agency
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2013 Monitoring to be conducted as part of the preliminary engineering and design
phase of the federal project
Pre-hurricane season videography has been secured.
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Continue leadership role within state/county EOC Emergency Plan (ESF-18) to
communicate essential information to the business community. Continue to provide preand post-storm updates.
 Post Isaac updates provided to responsible agencies
Measurement:
• Continue with beach nourishment plans and state and federal funding requests.
• Perform project monitoring and provide results to permitting agencies.
• Continue to disseminate information through public speaking opportunities.
• Collect pre-hurricane season information regarding the health of the beach and perform
post-storm assessments as necessary.
• Seek feedback from the Sheriff’s Office on our ESF-18 execution; continue with beach
nourishment plan and federal funding requests.
Visitor Experience/Customer Service
The mission of the South Walton TDC is to direct and manage activities that will strengthen the
position of the South Walton brand in the tourism marketplace, in order to increase the
tourism economy of Walton County.
Goal: Advance the tourism mission of Visit South Walton by effectively conducting efforts to
position this destination as a leader in all areas.
Strategy: Serve visitation across multi-layered channels with proficiency to include sharing
information, providing assistance, and Southern Hospitality ambassadorship while referencing
exceptional industry wisdom in order to meet the brand expectations of future visitors.
Objectives:
• Continue to provide Visitor Services, which maintain authentic Southern Hospitality and
convey a true brand ambassador role with all of the public, both local and beyond.
 Visitor Center hosted 14,578 visitors.
 Sold $5,844 in Visit South Walton branded merchandise.
 Delivered 27,280Beachgoer’s Guides, 750 Hiking and Biking Guides to Bed Tax
Collectors for distribution to their guests.
 Delivered 2,450 Visitor Guides to the Visit Florida Welcome Centers in Campbellton,
FL and Pensacola, FL.
 Delivered 3,100 Visitor Guides to the Northwest Florida Beaches International
Airport in Panama City, FL and 564 to the Northwest Florida Regional Airport in
Niceville, FL.
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As part of the Visit South Walton sponsorship for the 18th Annual Hilton Sandestin
Beach Basketball Blowout, the Visitor Center distributed prizes to participants that
stopped by the Visitor Center December 26-28, 2012.
Staff attended two Walton County Snowbird meetings with over 750 people attending
each meeting.
As part of the Visit South Walton sponsorship for Seaside ½ Marathon and 5K the
Visitor Center distributed 390 Vera Bradley umbrellas and sun visors to participants
that stopped by the Visitor Center February 26 – March 1, 2013.
Staff attended the US Highway 231 Welcome Center Spring Festival on March 22,
2013 in Campbellton, FL. The team interacted with over 60 potential visitors.
Through social media engagement of visitors, 13 BP gas cards were given out.
From December 20, 2012, to March 8, 2013, the Visitor Center welcomed over 6,000
visitors. A snapshot of interaction concluded that out of a total of 132 guests
questioned, 83.3% were from the US, 13.6% were from Canada and 3% were from
other countries as far away as England, Belgium and Nova Scotia. The most common
home states were Michigan, Ohio and Minnesota. The majority of these visitors
stayed at Miramar Beach, Seagrove and Sandestin.
Purchased new cash register to streamline purchases and safe to secure cash
Through co-op, website, online, and reader response over 4000 leads have been
generated to date.
The Weekly Connection is sent each week and has 734 subscribers (as of 11/28/12).
An increase of 171 subscribers since last quarters end. Peak open rate this quarter
was 36.72% (down 8.89% from previous quarter) with a 4% average “click rate”
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Continue to service in-market meeting, wedding and reunion groups through services
such as staffed concierge kiosks, orientation/meet and greet presentations, collateral,
guest speaker bags, and welcome letters.
 Serviced 58 in-market groups.
 Received Request for Proposal that were sent out to bed tax collectors:
 Meetings – 46 Weddings – 109 Reunions - 8
Evolve market research from a visitor based questionnaire and departure survey approach
into a more dynamic tourism tool resulting in intelligence by researching emerging
trends, physiographic (Interests, Activities, and Opinions) results, etc. which will provide
insight for future decision making and the positioning of this destination as a continual
leader.
Transition into a new Interactive Visitor Center which welcomes travelers to South
Walton by making a lasting, positive impression with an interactive environment and
comprehensive style that reflects our immense appreciation of the region and industry
leading vision for the future as well as expansion of services to include retail and
harmony brand partnerships.
 BCC authorized Executive Director to execute options 1 and 2 in the Building Design
RFP
 Staff attended Atlanta’s MART to research the new trends and new products for
purchase for use in all marketing materials including the Visitor Center
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Grow and foster organization relationships to incorporate valuable efforts being made by
multiple outlets such as Biophilia, CAA, Lifeguards, and businesses supporting tourism.
A variety of engagement approaches will be required for success.
 Conducted a FAM of the Biophilia Center for new employees. To date there has been
844 visitors.
Continue to communicate and educate visitors regarding the importance of beach safety
in South Walton via a strategic media plan and real-time text-messaging program. (link
to media plan)
Developed beach safety strategy recommendations and media plan for 2013
 Placed all beach safety media for 2013
 Created new infographic for beach safety, as well all creative support of the paid
beach safety media plan (including banner ads, outdoor boards, feather flags, lip
balm, sunscreen, restroom signage, etc.)
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Add additional lifeguard stations and support to dense areas such as Miramar Beach area.
 Visited several potential locations with Gary Wise for the ninth lifeguard location
located in Miramar.
Measurement:
• Greet and assist more than 20,000 visitors to the Visitor Center as well as respond to
more than 15,000 inquiries with relevant information and expert care.
• Conduct and publish valued results for 6 or more new research studies.
• Be an integral participant in a minimum of 15 significant outreaches such as group
orientations, beach safety workshops, Biophilia exhibitions, and partner workshops to
broadly support consumer experiences.
• Enact timeline and execute PR plan to capitalize on the immense value of a new South
Walton Interactive Visitor Center to include multiple community programs and media
events in 2012 and 2013.
 Currently working to enhance the Communications Plan, Meetings have been
held to define roles with in the plan.
• Add a lifeguard station in Miramar Beach.
Attracting & Retaining Visitors
The mission of the South Walton TDC is to direct and manage activities that will strengthen the
position of South Walton brand in the tourism marketplace, in order to increase the tourism
economy of Walton County.
Goal: Increase the brand equity of Visit South Walton by continuing successful efforts and
expanding brand adoption in various markets, with bold and varied exhibition.
Strategy: Push brand presentation into cultural settings, both in-market for household acceptance
and out-of-market for greater impact, during both trade and societal settings.
Objectives:
Foster new strategic alliances that extend Visit South Walton’s exposure, appeal,
perception and national credibility via direct cooperative relationships with harmony
brands. Find new challenges, be a leader, take some risks and align VSW with the brand:
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Implement brand/marketing outreach partnerships at one or more highly attended
regional or national events in core or emerging markets targeting demographic
consumers.
 Held strategy meeting to make recommendation for sales mission bridal event in core
markets.
 Zehnder recommended partnering with knot.com for a “Brides and Besties” Giveaway to run April15-July 15, 2013.
 Developed engagement recommendations for BlogHer conference as part of
emerging markets plan with intention of cultivating blogger relationships to increase
brand awareness
 Developed engagement recommendations for White Linen Night to align Visit South
Walton’s signature event programming with an arts initiative in New Orleans
 Developed engagement recommendations for Decatur Book Festival to align Visit
South Walton’s signature event programming with a literacy initiative in Atlanta
 Created and executed knot.com Girlfriend Getaway Giveaway including email
outreach, banner ads, bridal shop outreach to run May 15 – August 15, 2013
 Developed strategy, designed creative and coordinated presence at BlogHer
conference as part of emerging markets plan
 Developed strategy, designed creative and coordinated presence at White Linen Night
and Decatur Book Festival as part of engagement effort and signature event
promotions
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Collaborate with PR agency to secure a group of up to five Group Sales meeting
publication journalists on a familiarization tour of South Walton to garner media
coverage in key regional and national print or online meeting publications.
 Date selected for meeting publication journalist FAM: August TBD, 2013
 Determined date of FAM – August 14-17, 2013
 Secured host property – WaterColor Inn & Resort
 Planned for and pitched meetings trade media on attending the FAM. By end of
quarter, secured attendees from ConventionSouth, Meetings South and Prevue.
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Host two groups of up to ten targeted Group Sales meeting planners who actively plan
out of state meetings on a familiarization tour of South Walton to increase awareness of
the destination and potentially secure meeting business for South Walton meeting
facilities.
 Spring meeting planner FAM cancelled due to meeting properties unable to offer
complimentary room nights. Fall FAM dates are September 17-19, 2013 and the
host property is Tops’l Beach & Racquet Club.
Measurement:
• Increase brand awareness through relevant and strategic paid, owned, earned and shared
media programs.
• Strengthen brand awareness through strategic alliances with like brands that align well
with South Walton’s message and product, and reach like consumers in core and
emerging markets.
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Enthusiastically infuse Visit South Walton’s authentic brand character into opportunities
with mass appeal which are attended by our core demographic, either in-market,
regionally or nationally:
• Immerse the VSW brand at one or more highly attended functions, targeting demographic
consumers. (link to sales plan)
 Sponsored, attended and engaged potential visitors at the Franklin Wine Festival in
Franklin, TN on October 19 to promote South Walton brand to a targeted audience of
2,000.
 TDC sponsored and attended and Downtown GetDown in Tallahassee for FSU home
game Oct. 12.
 Staff also attended the tailgating pre game in Seminole Village on Oct 13. Through
social media engagement of visitors 430 gas cards were given out of the 2 day period.
 Developed engagement recommendations for BlogHer conference as part of
emerging markets plan with intention of cultivating blogger relationships to increase
brand awareness
 Developed engagement recommendations for White Linen Night to align Visit South
Walton’s signature event programming with an arts initiative in New Orleans
 Developed engagement recommendations for Decatur Book Festival to align Visit
South Walton’s signature event programming with a literacy initiative in Atlanta
 Developed strategy, designed creative and coordinated presence at BlogHer conference
as part of emerging markets plan
 Developed strategy, designed creative and coordinated presence at White Linen Night
and Decatur Book Festival as part of engagement effort and signature event promotions
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Participate in multiple upscale leisure trade shows and events that target consumers who
are consistent with South Walton’s visitor demographics garnering attention for the
destination through interactive displays and multifaceted marketing and media
approaches.
 Attended Texas Yoga Conference in Houston, TX. As a sponsor and interacted
with approximately 1,000 consumers.
 Attended Great Bridal Expo in Dallas, TX. Approximately 1,200 people were in
attendance interested in a wedding destination, honeymoon site or leisure
vacation.
 Metropolitan Cooking & Entertainment show to take place September 2013 in
Dallas, TX was cancelled due to promoter no longer allowing a travel section at
the event.
 Developed engagement recommendations for BlogHer conference as part of
emerging markets plan with intention of cultivating blogger relationships to
increase brand awareness
 Developed engagement recommendations for White Linen Night to align Visit
South Walton’s signature event programming with an arts initiative in New
Orleans
 Developed engagement recommendations for Decatur Book Festival to align Visit
South Walton’s signature event programming with a literacy initiative in Atlanta
 Developed strategy, designed creative and coordinated presence at BlogHer
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conference as part of emerging markets plan
Developed strategy, designed creative and coordinated presence at White Linen Night
and Decatur Book Festival as part of engagement effort and signature event
promotions
Participate in Group Sales trade shows and missions that target meeting planners in core
or emerging markets.
 Attended Small Market Meetings Tradeshow in Jacksonville, FL. Promoted the
South Walton brand to approximately 210 planners and suppliers
 Registered to attend meeting tradeshows: Collaborate, Connect, Meetings Focus
Live and SMART Meetings.
Seek opportunities to build a dominant presence through sponsorship or other collective
marketing initiatives negotiated with event, meeting publication or other harmony brands.
 Developed sponsorship recommendations for BlogHer conference as part of
emerging markets plan with intention of cultivating blogger relationships to
increase brand awareness
 Developed sponsorship recommendations for White Linen Night to align Visit
South Walton’s signature event programming with an arts initiative in New
Orleans
 Developed sponsorship recommendations for Decatur Book Festival to align Visit
South Walton’s signature event programming with a literacy initiative in Atlanta
 Developed strategy, designed creative and coordinated presence at BlogHer
conference as part of emerging markets plan
 Developed strategy, designed creative and coordinated presence at White Linen Night
and Decatur Book Festival as part of engagement effort and signature event
promotions
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Host one or more Lunch and Learn events in core or emerging markets for Group Sales
planners, offering South Walton bed tax collectors with meeting facilities the opportunity
to network and present their meeting properties/facilities.
 Selected Charlotte, NC & Houston, TX as Lunch & Learn sites for February
2012.
 Researched venues sites in these two cities and selected dates.
 Three South Walton meeting partners signed to participate in Lunch & Learn
program.
 Selected a guest speaker for Charlotte, NC Lunch & Learn
 Held Lunch & Learn in Charlotte, NC focused toward meeting planners.
Sandestin Golf and Beach Resort was a partner at this event. Cancelled Houston
Lunch & Learn program due to lack of response from meeting planners.
Unite the core and Group Sales efforts into a holistic public relations strategy that
supports the South Walton brand.
 Reorganization of Marketing, Communication, Sales and Visitor Center Staff to
provide support in all divisions and cross pollenate the work load.
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Advance VSW’s media reach by creating a new virtual desk-side program that
conveys/delivers our product(s) dynamically but efficiently with technology and tangible
representations.
 Developed strategic brief for implementation of new virtual deskside program,
including recommendations for pitch videos.
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Evaluate opportunities and provide financial contribution to secure South Walton as the
host of large scale, in-market conferences, meetings, and events that will garner regional
or national attention and further promote South Walton.
 Group Sales Sponsorship was approved
 Provided Group Sales Sponsorship Guidelines to two conference promoter for
review
Measurement:
• Broaden the South Walton message by increasing the earned media equivalency in
national and regional leisure, weddings and meetings publications.
• Grow the number of journalists or meeting planners participating in South Walton FAM
tours.
• Distribute more relevant information to qualified journalists, constantly updating press kit
to align with media requests.
• Participate in meeting and leisure shows and sales missions throughout the year which
total an attendance of more than 54,000 people
Achieve greater connection across the local community by instilling the continual
commitment of Visit South Walton as an integral member of the destination, as having a
personality of ambassadorship, and by being a partner in the achievement tourism success:
 Develop and deploy an approach that rallies local involvement and infuses the Visit
South Walton brand within tourism efforts throughout the community.
 A total of 217 attended the Annual Meeting in October
 Annual Report was printed and published on the partners site in October
 Facilitator Moderator was approved by the BCC to facilitate the TDC general
information workshops
 Drafted local rallying cry strategic brief
 Continue to support South Walton bed tax collectors with meeting facilities through
booth sharing opportunities, distribution of meeting, wedding and/or reunion RFPs,
meeting planner site inspections, strategic alliances, partnerships and/or memberships.
Measurement:
• Participate in Group Sales trade shows and missions that target meeting planners in core
or emerging markets.
• Increase the amount of impressions due to TDC’s via additional sponsorships.
• Foster relationships with South Walton bed tax collectors to obtain top clients in the
destination.
• Conduct post-event evaluation of all meeting planner and trade show events.
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Continue the execution of the Visit South Walton brand via brand advertising, co-op
programs, group sales, web content and additional dynamic deliveries such as multiple
social channels and traditional PR:
 Execute paid media program utilizing existing strategies focusing mainly on print, digital,
broadcast and key word opportunities.
 Renegotiated, placed and purchased meetings media plan
 Resized ads and provided advertorial assets for all paid meetings needs
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Disseminate Visit South Walton information to meeting and leisure consumers by
participating in brochure distribution programs with strategic partners. (VISIT
FLORIDA, Southeast Tourism Society, DMI Hotels, etc.)
 Visit South Walton visitor guides are available at airports, ECP and VPS
 Visit South Walton visitor guides are available at Visit Florida Welcome Centers
Continue to develop branded visual assets that can be used to supplement meeting and
wedding sales missions and media placements targeting meeting planners, travel
professionals and brides.
 New feather flags were ordered to promote brand awareness
 Develop and ordered a bridal pop-up to be used at out-of-market bridal events
 Developed pop up for bridal shops to promote the Girlfriend Getaway Giveaway
in conjunction with the knot.com
Promote the Visit South Walton brand at the current proportion through print and online
media placements, including multiple coop advertising opportunities, creating strategic
partnerships and alliances with meeting industry entities to expand Visit South Walton
meeting sales opportunities.
 Renegotiated, placed and purchased meetings media plan
 Worked with co-op partners to deliver print media placements
 Resized ads and provided advertorial assets for all paid meetings needs, including for
co-op partners
 Developed 2013-14 meetings media plan and co-op opportunities
Maintain memberships in key travel and meeting industry associations and groups such
as DMAI, LSAE, ABA and RSAA.
 Memberships renewed for: Tallahassee Society of Association Executives –
Meeting Professionals International – American Society of Travel Agents –
Religious Conference Management Association – Florida Society of Association
Executives – DMAP, Visit Florida, Tallahassee Society of Association
Executives, Georgia Society of Association Executives, Mississippi Society of
Association Executives, American Bus Association, Society of International
Travel Executives, Alabama Council of Association Executives, Louisiana
Society of Association Executives
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Make minor adjustments to the approach for both social media and traditional media, to
engage a variety of attention, for the purpose of publicizing the South Walton Brand.
Expand the overall social media campaign, adapting a multi -layered approach while
relying on community engagement.
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Created social media policy and social media purpose statements
Enhanced social presence to include Instagram
Produced detailed weekly and monthly content documents to implement social
strategies for Facebook, Twitter, YouTube, Pinterest, Instagram and Foursquare
Implemented social media listening software
Supported knot.com weddings initiative, emerging markets and sales engagements
through social media
Measurement:
• Increase occasions where the VSW brand is adopted or participates alongside local
brands, outlets and community points.
• Growth in visitation to South Walton from emerging markets without attrition.
• Meet baseline accountability metrics via statistics and research initiatives.
• Social Momma (flow chart) to be created and guide organizational efforts. (link to social
media plan)
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Administrative & Organizational Excellence
The TDC will manage and maintain our beaches as a primary attraction and serve as a
responsible industry organization to take a leadership role in addressing issues that affect
tourism and the quality of life in Walton County.
Goal: Continue to act as responsible, open and transparent organization that ensures the proper
usage of bed tax dollars.
Strategy: Continue to work diligently in managing bed-tax dollars while developing programs
that support the Mission Statement seeking future growth and prosperity in South Walton.
Objectives:
 Seek new and emerging technology from a best practices and operational standpoint so
TDC can remain efficient and relevant.
 Researched vendor and began developing proposal for web and social archiving
 Continually develop and perform job duties according to Visit South Walton’s Standard
Operating Procedures. Updated the Consultant Reimbursement Guidelines to include
“itemized receipts” required for reimbursement for meals while traveling on behalf of
South Walton.
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Remain a leader in the NWFL Tourism Council Administration and support regional coop program.
 Attends all quarterly meetings
 Cooperated with all open investigation with the FBI
 Developing a RFP for website services to market all eight counties as a regional
destination.
Continue to seek and participate in Strategic Alliances including DMAI, Visit Florida and
FADMO, keeping South Walton at the forefront as a leader in the tourism industry.
 Executive Director elected to the board of Visit Florida
 Participates actively in FRLA, FADMO
Encourage and foster training for TDC staff aimed at growing their skill set to help them
perform productively, strategically and responsibly.
 Staff attended continuing education classes through Okaloosa State College
 Staff elected to the board of the local FPRA chapter
Maintain financial stability and continue to adhere to all county, state-statute and other
regulatory parameters in spending bed tax dollars.
 All county and state policies are adhered to as stated by state statute.
 Working with internal auditor on providing required documentation for the
ongoing internal audit.
 Preparing proposed 13-14 budget for approval by TDC and BCC in May.
Lead and manage all initiatives, specifically the new South Walton Interactive Visitor
Center, to ensure efficiency and productivity.
 BCC authorized Executive Director to execute options 1 and 2 in the Building
Design RFP
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Remain involved with all State and Federal lobbying that directly affects South Walton
and its visitors.
 Hired a state lobbyist to work with the Dept. of Revenue on TDC matters
 Executive Director requested the BCC seek Attorney General opinion on use of
tax dollars for bike path
 Requesting the BCC to amend the TDC plan to include the legislative finding to
allow for bed tax funds to be used for multi-vehicle path construction and
maintenance.
Measurement:
• Comply full adherence with all county policies and evolve the written Standard Operating
Procedure Manual with no violations, strong support from TDC Advisory Council and
BCC, positive feedback from bed tax collectors and local community support.
 Transition from WhatCounts to Distribion email distribution software:
o To save staff time, agency hours and budget because of the extinctive effort
necessary to update and maintain multiple systems to keep leads up-to-date
and multiple newsletters, the South Walton TDC has transferred from
WhatCounts, an email distribution software to one that is integrated with the
current CRM, Simpleview. After both South Walton TDC and Zehnder
walked through the functionality of both email distribution software that is
integrated with Simpleview CRM, the better system was Distribion. Initial
setup with Distribion has begun including multiple trainings for staff and
agency, moving eNewsletter templates from previous systems into Distribion,
sending out eNewsletters, and checking/updating lists that will now come
from Simpleview into the email distribution software automatically.
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