Short answer: capture the guest who is already choosing Jacksonville, and give them a local reason to book with you directly instead of through a channel that takes a cut of every night.
The commission maths is brutal. Online travel agencies take a meaningful percentage of every booking, forever, and they own the guest relationship. Every direct booking you win is worth more than the same booking through a channel.
Local presence reaches a guest an OTA does not. Some of your best nights come from people who are not browsing a travel site at all: a family visiting for a graduation, someone here for a wedding or a game at the stadium, a contractor in town for a fortnight. They search locally.
Sell the neighbourhood, not just the room. Guests choosing between similar hotels choose on where it puts them. Near the Beaches, walking distance to San Marco, ten minutes from downtown.
Partner with the businesses around you. The restaurant, the salon, the tour operator. A hotel that hands guests real local recommendations gets better reviews, and cross-offers with neighbouring businesses cost nothing to set up.
Where the plans fit. Independent hotels and inns generally sit on Professional Services. Properties with several locations take Corporate, and established hotel names that want to own hospitality in the 904 take Enterprise, which is a rounding error against a single month of channel commission. See current plan prices.