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ACRP Report 28:

Marketing Guidebook for Small Airports (2010)

187 pages | 8.5 x 11

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187 pages | 8.5 x 11

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ACRP Report 28:

Marketing Guidebook for Small Airports (2010)

Overview
Table of Contents

Authors

Lois Kramer; Peggy Fowler; Robert Hazel; Melissa Ureksoy; Gary Harig; Transportation Research Board

Description

TRB's Airport Cooperative Research Program (ACRP) Report 28: Marketing Guidebook for Small Airports explores development of a marketing program for general aviation or commercial service airports on a small or minimal budget.

View information about the TRB webinar on ACRP Report 28: Marketing Guidebook for Small Airports Tuesday, April 6, 2010 at 2 PM EDT.

ACRP Report 28:

Marketing Guidebook for Small Airports (2010)

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ACRP Report 28:

Marketing Guidebook for Small Airports (2010)

Overview

Authors

Description

Table of Contents

Front Matter i-xi

Part 1 - Introduction to Airport Marketing 1-1

1.1 Overview 2-2

1.2 How Airports Use Marketing and Public Relations 3-3

1.3 Navigating the Guidebook 4-4

2.1 How Greeley-Weld County Airport Crafted Its Marketing Plan 5-5

2.2 What Goes into a Marketing Plan? 6-6

2.3 Seven Steps to Prepare and Execute a Marketing Plan 7-9

Part 2 - Preparation and Execution of a Marketing Plan 10-10

3.2 Assemble the Planning Team 11-11

3.3 Brainstorm the Marketing Issues 12-12

3.4 Marketing Goals and Objectives - First Draft 13-18

3.5 Research Findings: Marketing Goals Reported by Airport Managers 19-21

4.2 SWOT Analysis 22-28

4.3 Resource Assessment 29-31

4.4 Conclusions 32-32

5.1 Step 3 - Revise Goals and Objectives 33-33

5.3 Target Audience 34-34

5.4 Message 35-35

5.5 Actions - Marketing Tactics 36-39

6.2 Cost of Different Tools 40-40

6.3 Tools Airports Use Today 41-43

6.4 Tools Airports Consider Most Effective 44-44

6.5 Cost and Effectiveness Matrix 45-46

6.6 Essential Marketing Tools for All Airports 47-47

7.1 Core Components of a Marketing Plan 48-48

7.2 Action Plan 49-52

7.4 Putting the Principles to Work - Community Support Case Study 53-55

7.5 Importance of a Powerful Executive Summary 56-56

8.1 Step 6 - Execute the Plan 57-57

8.2 Step 7 - Monitor and Evaluate the Plan 58-60

8.4 Funding Sources 61-64

Part 3 - Implementation of the Plan 65-65

9.2 Categories of Marketing Tools 66-68

10.1 What Is Public Relations? 69-69

10.2 Earned Media 70-77

10.3 Public Speaking 78-79

10.4 Events 80-82

10.5 Promotions 83-86

10.6 Sponsorships and Volunteering 87-88

10.7 Other Public Relations Materials 89-92

11.1 Types of Advertising Tools 93-93

11.2 Print Media 94-100

11.3 Signage 101-106

11.4 Multi-Media: Radio, Television, and Video 107-109

11.5 Internet and Website Tools 110-118

12.1 Business, Civic, and Non-Profit Networking Opportunities 119-121

12.2 Networking with Professional and Industry Organizations 122-122

12.3 Tradeshows and Conferences 123-126

12.4 Strategic Partnerships 127-129

12.6 Contact Managers and Networking Tools 130-134

Part 4 - Additional Resources 135-135

13.1 SWOT Primer 136-136

13.2 SWOT Examples 137-137

13.3 SWOT Analysis Worksheet 138-138

13.4 Marketing Inventory Worksheet - Human Resources 139-139

13.5 Marketing Inventory Worksheet - Financial Resources 140-140

13.6 Marketing Action Plan 141-141

13.7 Marketing Record 142-142

14.1 Greeley-Weld County Airport 143-144

14.2 Houma-Terrebonne Airport 145-147

14.3 Arnold Palmer Airport 148-153

Chapter 15 - Frequently Asked Questions 154-154

Chapter 16 - Glossary 155-156

Chapter 17 - Bibliography 157-162

18.2 General Aviation Airports 163-169

18.3 Commercial Service Airports 170-175

Abbreviations used without definitions in TRB publications 176-176

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