Florida's First Coast of Golf
Board of Directors Meeting
January 16, 2014
2013 - 2014
Incoming / Outgoing Board
Members
Incoming
Jeffrey Oliasami - General Manager, Renaissance World Golf Village ...
Board of Directors Meeting
Agenda
January 16, 2014 Renaissance Resort
|10:00 – 11:15 AM|

|I.|
|Open Meeting/Anti-trust st...
Antitrust & Conflict of Interest
Statements
|

|

Antitrust Statement
The purpose of this meeting today is to act upon mat...
Secretary Report
Approval of Past Minutes

David Shaffer
General Manager, Palencia Club
Treasurer Report
Treasurer Report

Jeffrey Oliasami
General Manager, Renaissance World Golf Village
Resort
President's Report
David Reese
President, Florida's First Coast of Golf
Florida's First Coast of Golf
2012-13 Website Awards

2012 - Adrian Award

2013 Flagler Awards
Winner
International
Double-click
Business

to enter title

Colombian Group
32 room nights, 16 golfers at 6 different courses
Ger...
MET GOLFER
November/December 2013 - 4 Pages of edit - 92K
circulation
Virginia Golfer
November - December 2013
Golf Magazine January
GOLF Magazine January
Golf Magazine - January
2014
2014
2014
GOLF MAGAZINE - FEBRUARY 2014
Digital Marketing Report

2012-2013 - 4th Quarter Overview
Website
Search Engine Optimization
Campaigns
Social Media
Email...
FY 2013-2014 Digital Marketing
Preparation
Updated the advertising campaign look and feel
Updated our processes for report...
Website Overview

7.83% Increase in Visitation
Compared to 4th Quarter 2012
14,186 Visitors
9.53% Increase in Unique Visit...
Website Overview

SEO Overview
2,897 Organic visitors
Florida golf packages top keyword
Weekly blog featuring Foster's Fai...
Campaign Overview (Oct-Nov)

Golf.com
650,264 impressions, 1,039 clicks, .07% CTR
GolfStyles
250,000 impressions, 3% uniqu...
Campaign Overview

Re-Targeting
548,120 impressions, 361 clicks, .0659% CTR
Top sites:
Glammedia, LA Times, Travel Vacatio...
Social Media Overview

Facebook
1,400 new fans
269,000 impressions
75% male - 35-54 largest age segment
6,893 total likes
...
Email Overview

Email Campaign
Weekly emails
December deviated with one email for new e-Visitor Guide
and one for Survey
S...
2013-2014 Vacation Brochure
Florida's First Coast of Golf
December 19, 2014
Weekly Email
Customer Survey
In the next 18 months are you planning a golf vacation?
|Yes|

|64 %|

|No|
|20 %|

|Not sure|
|16 %|

If you are planning...
Survey Question

How do you typically purchase your golf vacatio
RESULTS
More than 1 source could be chosen
110 Hotel Dire...
Florida's First Coast of Golf Survey
Results
Results from 33 states & 2
providences

|Top Responders|

|Florida|
|New York...
Florida’s First Coast of Golf
SocialDatabase Marketing Campaign
2014 Email Media Overview

Leverage the Florida's First Co...
2012-13 Membership
Visit Florida's Golf Publication
2013-14 Membership

Overview
Courses (25)
Bent Creek Golf Course
Champ...
2013-14 Membership
2012-13 Membership
Visit Florida's Golf Publication

Overview
Resorts/Hotels (18)
Amelia Hotel at the B...
2013-14 Membership
2012-13 Membership
Visit Florida's Golf Publication

Overview
Golf Academies (3)

Mary Hafeman Golf
Exp...
FFCG's winter intern, Elena Davis, received an A
grade
for her website video content. Below is an
example

Video was not e...
2014 PLAY FLORIDA Golf Show Schedule
Florida's Offical Golf Marketing Program
JANUARY
|17 – 19|
|Somerset, NJ|
|20,000 Avi...
2013 Jacksonville Jaguar
Promotion

|Visiting Team |
|- Promotion Region|

|

Media Value|

|Impressions |

|Miami|
|

WQA...
Travel Rounds to Region 3 year
Comparison

Chart was not exported from SlideRocket
YTD Golf Rounds Played - 2013

Chart was not exported from SlideRocket
December Board Report
November 2013 Board
Report
Media Value FY 2013-2014

Total Media Value $769,815 8,130,645
COVER
GOLFSTYLES
FALL 2013
PONTE VEDRA INN &
CLUB
LAGOON COURSE
|Print Circulation|
|150,000K|

|Digital Audience|
|236,00...
GolfStyles Fall
2013
Open Discussion
Tourist Board/VISIT FLORIDA Updates
Trends/How's Business
Close
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  1. 1. Florida's First Coast of Golf Board of Directors Meeting January 16, 2014
  2. 2. 2013 - 2014 Incoming / Outgoing Board Members Incoming Jeffrey Oliasami - General Manager, Renaissance World Golf Village Resort Chris Cygan - General Manager, Bent Creek Golf Club & Casper Golf Regional Manager Rich Stanfield - General Manager, Palm Harbor Golf Club Matthew Dunn - VP of Tourism Development, Flagler County Chamber of Commerce & Affiliates Outgoing Georgia Turner - VP of Tourism Development, Flagler County Chamber of Commerce & Affiliates David Mariotti - General Manager, Ponte Vedra Lodge & Club Troy Albers - General Manager, Magnolia Point Golf & Country Club Brad Hauer - Director of Golf, Hammock Beach Resort
  3. 3. Board of Directors Meeting Agenda January 16, 2014 Renaissance Resort |10:00 – 11:15 AM| |I.| |Open Meeting/Anti-trust statement| | Zimmer| |II.| |Past Minutes (yellow)| | Shaffer|
  4. 4. Antitrust & Conflict of Interest Statements | | Antitrust Statement The purpose of this meeting today is to act upon matters relating to the business of the northeast Florida golf tourism industry and not to discuss or pursue the business interests of individual companies. We should proceed with caution and alertness, keeping in mind the requirements and prohibitions of Federal and State Antitrust laws. Specifically, but without limitation, there should be no discussions or deliberations relating to pricing methods, allocation of territories or customers, or restraints of trade as to property owners, supplies or others. We should not engage in discussions of individual company plans or contemplated activities. We should concern ourselves only with the business of the northeast Florida golf tourism industry as set forth in the agenda for this meeting. | | Conflict of Interest Statement "It is the duty of every member of Florida's First Coast of Golf who is in any way, directly or indirectly, interested in a contract or proposed contract with the Corporation to disclose the nature and extent of such interest and to refrain from voting in respect to
  5. 5. Secretary Report Approval of Past Minutes David Shaffer General Manager, Palencia Club
  6. 6. Treasurer Report Treasurer Report Jeffrey Oliasami General Manager, Renaissance World Golf Village Resort
  7. 7. President's Report David Reese President, Florida's First Coast of Golf
  8. 8. Florida's First Coast of Golf 2012-13 Website Awards 2012 - Adrian Award 2013 Flagler Awards Winner
  9. 9. International Double-click Business to enter title Colombian Group 32 room nights, 16 golfers at 6 different courses German Pro Group 10 golfers for 3 nights Western Canadian Pro-Am Golf Tournament 663 room nights, 704 golf rounds Numerous quote requests as a result of IGTM North American IAGTO convention in Charleston June 2014 FAM possibility
  10. 10. MET GOLFER November/December 2013 - 4 Pages of edit - 92K circulation
  11. 11. Virginia Golfer November - December 2013
  12. 12. Golf Magazine January GOLF Magazine January Golf Magazine - January 2014 2014 2014
  13. 13. GOLF MAGAZINE - FEBRUARY 2014
  14. 14. Digital Marketing Report 2012-2013 - 4th Quarter Overview Website Search Engine Optimization Campaigns Social Media Email Big Break Florida
  15. 15. FY 2013-2014 Digital Marketing Preparation Updated the advertising campaign look and feel Updated our processes for reporting Organizing our co-op digital marketing campaigns Ready for launch October 1, Continuing the focus of Most Coastal Golf in the Southeast Home of the World Golf Hall of Fame Home of THE PLAYERS THE Place to Learn and Improve your game Unique/Local dining
  16. 16. Website Overview 7.83% Increase in Visitation Compared to 4th Quarter 2012 14,186 Visitors 9.53% Increase in Unique Visitors Geographic Origin 3,302 FL visitors, 1,349 VA visitors, 811 NY visitors, 732 WI visitors & 589 GA 796 Canadian visitors 182 UK visitors
  17. 17. Website Overview SEO Overview 2,897 Organic visitors Florida golf packages top keyword Weekly blog featuring Foster's Fairways series, Steak, Stogies & Stout series & golf news topics Added Demographics to Analytics 24.85% 55-64, 23.08% 45-54, 19.29% 65+ 66.6% male / 33.4% female Affinity categories - News Junkies, Sports Fans, Travel Buffs, TV Lovers, Movie Lovers
  18. 18. Campaign Overview (Oct-Nov) Golf.com 650,264 impressions, 1,039 clicks, .07% CTR GolfStyles 250,000 impressions, 3% unique views, 114 landing page views GolfWeek 773,806 impressions, 740 clicks, .3% CTR Met Golfer 28,967 impressions, 17,033 unique impressions Virginia Golfer 57,030 impressions, 22.1% Opens, 7% CTR 2nd leading state in Google Analytics
  19. 19. Campaign Overview Re-Targeting 548,120 impressions, 361 clicks, .0659% CTR Top sites: Glammedia, LA Times, Travel Vacation Holiday, World Wide Golfer, Travel Bug Lounge, Golfing Addiction, Travel Big, Vacation Booking Guide Ad Words Campaign 126,586 impressions, 1,243 clicks, .98% CTR, $1.76 CPC Geographic targeting fluctuates based on season
  20. 20. Social Media Overview Facebook 1,400 new fans 269,000 impressions 75% male - 35-54 largest age segment 6,893 total likes 9% Engagement Level - 53K Reach - 857 Average Post Friday best day for sharing
  21. 21. Email Overview Email Campaign Weekly emails December deviated with one email for new e-Visitor Guide and one for Survey Survey 309 entries 7.13% Average Open Rate 7.44% Average Click Through Rate
  22. 22. 2013-2014 Vacation Brochure Florida's First Coast of Golf
  23. 23. December 19, 2014 Weekly Email Customer Survey
  24. 24. In the next 18 months are you planning a golf vacation? |Yes| |64 %| |No| |20 %| |Not sure| |16 %| If you are planning a golf vacation in the next 18 months, where to? |Northeast Florida| |25 %| |Myrtle Beach| |16 %| |Orlando|
  25. 25. Survey Question How do you typically purchase your golf vacatio RESULTS More than 1 source could be chosen 110 Hotel Direct 107 Courses Direct 99 Golf Packages 91 Travel Website 59 Tee Time Website Indicating 1 source - 63.6% 26.6% Golf Packager 22.1% Travel Website 21.0% Course Direct 20.5% Hotel Direct 9.2% Tee Time Website Indicating 2 source - 26.5% Indicating 3 source - 9.1% Indicating 4 or 5 sources - 0.16%
  26. 26. Florida's First Coast of Golf Survey Results Results from 33 states & 2 providences |Top Responders| |Florida| |New York| |Minnesota| |Ontario| |Georgia|
  27. 27. Florida’s First Coast of Golf SocialDatabase Marketing Campaign 2014 Email Media Overview Leverage the Florida's First Coast of Golf's Email Database for Your Marketing Campaign Partnering with FFCG is one of the easiest and most cost effective ways to get in touch with consumers that have an interest in travelling to Northeast Florida. The December 2013 Email Database Survey found: 64% of the email database intends to take a golf vacation in the next 18 months. 25% of the email database plan to take a golf vacation to Northeast Florida. 44% of the email database had visited the Northeast region in the past. Program Details: Only 4 slots, (per month), will be available for the months of February, March, April, and May. The Email Database Marketing Campaign will be presented by Florida’s First Coast of Golf and Sponsored by the participating partners. The email blast will be sent to an estimated 50,000 opt-in email addresses. Ten (10) days following the initial launch, an analytic report tracking the success of the email campaign will be sent to you for review and follow-up. Total Program Investment: $715 per monthly email, all 4 months $2,500.
  28. 28. 2012-13 Membership Visit Florida's Golf Publication 2013-14 Membership Overview Courses (25) Bent Creek Golf Course Champions Club at Julington Creek Cimarrone Golf Club Dye's Valley Course Eagle Harbor Golf Club Fernandina Beach Golf Club Golf Club of North Hampton Golf Club of South Hampton Hammock Beach Resort Conservatory Course & Ocean Course LPGA International Hills & Jones Courses King & Bear Ponte Vedra Inn & Club Lagoon & Ocean Course Magnolia Point Golf Club Omni Amelia Island Plantation Oak Marsh & Ocean Links Palencia Club Palm Harbor Golf Club PLAYERS Stadium Course St John's Golf & Country Club Slammer & Squire Windsor Park Golf Club
  29. 29. 2013-14 Membership 2012-13 Membership Visit Florida's Golf Publication Overview Resorts/Hotels (18) Amelia Hotel at the Beach Comfort Suites - WGV Courtyard by Marriott - I295 East Beltway Courtyard by Marriott - Oceanfront Courtyard by Marriott - Orange Park Courtyard by Marriott - St Augustine Crowne Plaza - Jacksonville Riverfront Fairfield Inn & Suites - St Augustine Hammock Beach Resort Hampton Inn & Suites - Amelia Island Omni Amelia Island Plantation One Ocean Resort Ponte Vedra Inn & Club Radisson Hotel - Jacksonville Butler Blvd Renaissance World Golf Village Resort The Residences at World Golf Village The Ritz - Carlton, Amelia Island Sawgrass Marriott Resort & Spa
  30. 30. 2013-14 Membership 2012-13 Membership Visit Florida's Golf Publication Overview Golf Academies (3) Mary Hafeman Golf Experience Golf Made Simple PGA TOUR Golf Academy (introduce next slide)
  31. 31. FFCG's winter intern, Elena Davis, received an A grade for her website video content. Below is an example Video was not exported from SlideRocket
  32. 32. 2014 PLAY FLORIDA Golf Show Schedule Florida's Offical Golf Marketing Program JANUARY |17 – 19| |Somerset, NJ| |20,000 Avid Golfers| |25 – 26 | |Indianapolis, IN| |15,000 Avid Golfers| |31 – Feb 2| |DC/Northern VA| |15,000 Avid Golfers| FEBRUARY |7 - 9| |Philadelphia, PA| |21,000 Avid Golfers|
  33. 33. 2013 Jacksonville Jaguar Promotion |Visiting Team | |- Promotion Region| | Media Value| |Impressions | |Miami| | WQAM - Miami| | $109,050.00| | 576,600|
  34. 34. Travel Rounds to Region 3 year Comparison Chart was not exported from SlideRocket
  35. 35. YTD Golf Rounds Played - 2013 Chart was not exported from SlideRocket
  36. 36. December Board Report November 2013 Board Report
  37. 37. Media Value FY 2013-2014 Total Media Value $769,815 8,130,645
  38. 38. COVER GOLFSTYLES FALL 2013 PONTE VEDRA INN & CLUB LAGOON COURSE |Print Circulation| |150,000K| |Digital Audience| |236,000K| Audience: Philadelphia-DC-New Jersey-Ohio Digital also includes: Atlanta-Carolinas-New England
  39. 39. GolfStyles Fall 2013
  40. 40. Open Discussion Tourist Board/VISIT FLORIDA Updates Trends/How's Business Close

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