Specialty License Plate Program Update HBOIF Board │ April 28, 2016

Quick Summary 6.5% increase in total revenue in 2015 (goal was 5%) *please refer to the FY 2015 revenue report for more detailed info.* 17.1% increase in new plate sales 3 months remaining in FY 2016 HBOI needs to be continuously updating our plan as competition increases. Important for us to stay top of mind both locally and statewide.

Through March 2016: $2,129,528.33 (3% increase) Current Revenue FY’16 Total Revenue Through March 2016: $2,129,528.33 (3% increase) Through March 2015: $ 2,065,328.60 Aquaculture Through March 2016: $279,750.66 (2% increase) Through March 2015: $274,475.24 Protect Florida Whales Through March 2016: $301,700.41 (3% increase) Through March 2015: $292,486.26 Protect Wild Dolphins Through March 2016: $876,890.24 (1.89% increase) Through March 2015: $860,695.92 Save Our Seas Through March 2016: $671,187.02 (5.25% increase) Through March 2015: $637,671.20

Active Plates on the Road* Through March 2016 Through March 2015 4. Protect Wild Dolphins: 57,326 57,524 11. Save Our Seas: 34,446 33,619 33. Protect Florida Whales: 15,656 15,841 37. Aquaculture: 14,880 14,794 *Includes Biennials

Increased Competition 126 plates Environmental category saturated Newly redesigned Guy Harvey plate Endless Summer Market place is extremely overcrowded

19 Counties responsible for 93% of SLP sales 19 Counties responsible for 93% of SLP sales. Other 48 counties make up only 7%

New Online Campaign Two Phases: Expanding to Top 19 counties Facebook PPC Ads (Impressions proportionate to population Ex: More impressions in Palm Beach and Pinellas, compared to Manatee and Brevard) Display ads work in the same capacity as before. PPC ads will help us appeal to our target audience with pinpoint accuracy. Able to track ads to see how they are performing. GOAL: Drive traffic to our website and license plate page. STRATEGY: Develop a campaign using specific profile-based targeting to reach our target audience, who also express interest in a variety of oceanic-related/environmental activities. Will help increase brand awareness and engagement with potential consumers. Ads are displays and videos- perfect use for our commercials. Great to get the word out on what our plates support locally- to people who rely on the IRL Also great to get the word out on what consumers’ plate $ is going to.

Online Campaign- Stats Digital ads Impressions: 4,933,702 Clicks: 4,306 CTR: .087% Facebook PPC ads Impressions: 3,500,127 Clicks: 17,148 CTR: .490%

Expanded TV Campaign TV Advertising in Top Counties Broward, Miami-Dade, Pinellas, Lee, Palm Beach/Treasure Coast, and Hillsborough Utilizing Local Cable (Comcast) Program-specific Advertising Comcast cable to get more targeted ads in specific locations for a cheaper price. Reserve spots on Discovery/National Geographic for specific oceanic related programming that fits with our target demographic to better ensure a CAPTIVE audience.

Local Outreach & Visibility IRL Science Festival (Steering Committee Member, Exhibit Space, & Major Sponsor) Wall Murals in St. Lucie County & Martin County Tax Collector Offices Tax Collector Banner in Indian River County FPRA Image Award for Best Online Marketing Campaign- Top Honors Luminaries article on our plate program and partnerships w/ tri county area tax collectors Coffee w/ Mayor Linda Hudson Event w/ presentation on Plate Program & sponsorship Fort Pierce Farmer’s Market Exhibit Booth- (Green Market) Indian River Chamber of Commerce sponsorship and presentation Sponsorship of St. Lucie County Tax Collector’s Donate Life Local Luncheon SLP Presentation for IRC Leadership Committee (educators, community leaders) Educational Right Whale Video/worksheets sent to schools/B & G Clubs Touch-a-Truck Vero Beach- Exhibitor w/ Marine Mammal Ambulance & Stranding Coordinator Steve Burton Fort Pierce Lagoon Boat Tours Sponsorship (banner on all tours and info on rack cards at Fort Pierce Marina)

Specialty License Plate Symposium August 2016 (Date TBD)- Open to the public Researchers present on SLP-funded research Educates public on where money goes Will run ads in Luminaries and on Facebook in the months leading up so the public know about this event publicly Gives the local public an opportunity to learn about what our plates support/where their money is going

Marketing Inserts in Plate Renewals Local Tri-County Area Indian River County (January) St. Lucie County (July) Martin County (January - June) Statewide Orange, Pinellas, Hillsborough, Collier, Broward Counties Orange County for 2 months

Exhibits, Sponsorships, Other Tax Collector Forum- Orlando (Exhibitor/Sponsor) Right Whale Festival- Jacksonville (Exhibitor/Sponsor) World Ocean Day-Tallahassee (Exhibitor) Marine Mammal Rescue Shirts Van & Boat Wraps Orange County Tax Collector Wall Mural Rack cards in Hillsborough, Pinellas, Duval tax collector offices

E:mail: kennedyc@fau.edu Questions? E:mail: kennedyc@fau.edu Office: (772) 242-2621 Cell: (561) 596-2031