National Academies Press: OpenBook

Marketing Guidebook for Small Airports (2010)

Chapter: Front Matter

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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2010. Marketing Guidebook for Small Airports. Washington, DC: The National Academies Press. doi: 10.17226/14353.
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TRANSPORTAT ION RESEARCH BOARD WASHINGTON, D.C. 2010 www.TRB.org A I R P O R T C O O P E R A T I V E R E S E A R C H P R O G R A M ACRP REPORT 28 Research sponsored by the Federal Aviation Administration Subscriber Categories Aviation Marketing Guidebook for Small Airports Lois Kramer Peggy Fowler KRAMER aerotek, inc. Boulder, CO Robert Hazel Melissa Ureksoy OLIVER WYMAN, INC. Reston, VA Gary Harig GMH CONSULTING, LLC Burke, VA

AIRPORT COOPERATIVE RESEARCH PROGRAM Airports are vital national resources. They serve a key role in trans- portation of people and goods and in regional, national, and inter- national commerce. They are where the nation’s aviation system connects with other modes of transportation and where federal respon- sibility for managing and regulating air traffic operations intersects with the role of state and local governments that own and operate most airports. Research is necessary to solve common operating problems, to adapt appropriate new technologies from other industries, and to introduce innovations into the airport industry. The Airport Coopera- tive Research Program (ACRP) serves as one of the principal means by which the airport industry can develop innovative near-term solutions to meet demands placed on it. The need for ACRP was identified in TRB Special Report 272: Airport Research Needs: Cooperative Solutions in 2003, based on a study spon- sored by the Federal Aviation Administration (FAA). The ACRP carries out applied research on problems that are shared by airport operating agencies and are not being adequately addressed by existing federal research programs. It is modeled after the successful National Coopera- tive Highway Research Program and Transit Cooperative Research Pro- gram. The ACRP undertakes research and other technical activities in a variety of airport subject areas, including design, construction, mainte- nance, operations, safety, security, policy, planning, human resources, and administration. The ACRP provides a forum where airport opera- tors can cooperatively address common operational problems. The ACRP was authorized in December 2003 as part of the Vision 100-Century of Aviation Reauthorization Act. The primary partici- pants in the ACRP are (1) an independent governing board, the ACRP Oversight Committee (AOC), appointed by the Secretary of the U.S. Department of Transportation with representation from airport oper- ating agencies, other stakeholders, and relevant industry organizations such as the Airports Council International-North America (ACI-NA), the American Association of Airport Executives (AAAE), the National Association of State Aviation Officials (NASAO), and the Air Transport Association (ATA) as vital links to the airport community; (2) the TRB as program manager and secretariat for the governing board; and (3) the FAA as program sponsor. In October 2005, the FAA executed a contract with the National Academies formally initiating the program. The ACRP benefits from the cooperation and participation of airport professionals, air carriers, shippers, state and local government officials, equipment and service suppliers, other airport users, and research orga- nizations. Each of these participants has different interests and respon- sibilities, and each is an integral part of this cooperative research effort. Research problem statements for the ACRP are solicited periodically but may be submitted to the TRB by anyone at any time. It is the responsibility of the AOC to formulate the research program by iden- tifying the highest priority projects and defining funding levels and expected products. Once selected, each ACRP project is assigned to an expert panel, appointed by the TRB. Panels include experienced practitioners and research specialists; heavy emphasis is placed on including airport pro- fessionals, the intended users of the research products. The panels pre- pare project statements (requests for proposals), select contractors, and provide technical guidance and counsel throughout the life of the project. The process for developing research problem statements and selecting research agencies has been used by TRB in managing cooper- ative research programs since 1962. As in other TRB activities, ACRP project panels serve voluntarily without compensation. Primary emphasis is placed on disseminating ACRP results to the intended end-users of the research: airport operating agencies, service providers, and suppliers. The ACRP produces a series of research reports for use by airport operators, local agencies, the FAA, and other interested parties, and industry associations may arrange for work- shops, training aids, field visits, and other activities to ensure that results are implemented by airport-industry practitioners. ACRP REPORT 28 Project 1-04 ISSN 1935-9802 ISBN 978-0-309-11818-7 Library of Congress Control Number 2009944087 © 2010 National Academy of Sciences. All rights reserved. COPYRIGHT INFORMATION Authors herein are responsible for the authenticity of their materials and for obtaining written permissions from publishers or persons who own the copyright to any previously published or copyrighted material used herein. Cooperative Research Programs (CRP) grants permission to reproduce material in this publication for classroom and not-for-profit purposes. Permission is given with the understanding that none of the material will be used to imply TRB or FAA endorsement of a particular product, method, or practice. It is expected that those reproducing the material in this document for educational and not-for-profit uses will give appropriate acknowledgment of the source of any reprinted or reproduced material. For other uses of the material, request permission from CRP. NOTICE The project that is the subject of this report was a part of the Airport Cooperative Research Program conducted by the Transportation Research Board with the approval of the Governing Board of the National Research Council. Such approval reflects the Governing Board’s judgment that the project concerned is appropriate with respect to both the purposes and resources of the National Research Council. The members of the technical advisory panel selected to monitor this project and to review this report were chosen for recognized scholarly competence and with due consideration for the balance of disciplines appropriate to the project. The opinions and conclusions expressed or implied are those of the research agency that performed the research, and while they have been accepted as appropriate by the technical panel, they are not necessarily those of the Transportation Research Board, the National Research Council, or the Federal Aviation Administration of the U.S. Department of Transportation. Each report is reviewed and accepted for publication by the technical panel according to procedures established and monitored by the Transportation Research Board Executive Committee and the Governing Board of the National Research Council. The Transportation Research Board of the National Academies, the National Research Council, and the Federal Aviation Administration (sponsor of the Airport Cooperative Research Program) do not endorse products or manufacturers. Trade or manufacturers’ names appear herein solely because they are considered essential to the clarity and completeness of the project reporting. Published reports of the AIRPORT COOPERATIVE RESEARCH PROGRAM are available from: Transportation Research Board Business Office 500 Fifth Street, NW Washington, DC 20001 and can be ordered through the Internet at http://www.national-academies.org/trb/bookstore Printed in the United States of America

AUTHOR ACKNOWLEDGMENTS The research described herein was performed under ACRP Project 01-04 by KRAMER aerotek, inc., and Oliver Wyman, Inc. Ms. Lois Kramer served as the Principal Investigator on the project. Ms. Kramer was assisted by Peggy Fowler. The team also included Robert Hazel and Melissa Ureksoy of Oliver Wyman, Inc., and Gary Harig of GMH Consulting, LLC. Each member of the team contributed extensively to the concept and content of ACRP Report 28: Marketing Guidebook for Small Airports. C O O P E R A T I V E R E S E A R C H P R O G R A M S CRP STAFF FOR ACRP REPORT 28 Christopher W. Jenks, Director, Cooperative Research Programs Crawford F. Jencks, Deputy Director, Cooperative Research Programs Michael R. Salamone, ACRP Manager Marci A. Greenberger, Senior Program Officer Eileen P. Delaney, Director of Publications Kami Cabral, Editor ACRP PROJECT 1-04 PANEL Field of Administration Marc P. Pelham, Mobile Airport Authority, Mobile, AL (Chair) Randall Heath Allen, Lake Charles Regional Airport, Lake Charles, LA Chuck Howell, Great Lakes Airlines, Cheyenne, WY Richard C. Howell, San Luis Obispo County (CA) Regional Airport Thomas P. Nolan, Palm Springs (CA) International Airport Susan Palmeri, Stockton Municipal Airport, Stockton, CA Lisa Anderson Spencer, TransSolutions, Arlington, VA Jack E. Thompson, Jr., C&S Companies, Orlando, FL Sharon Glasgow, FAA Liaison Christine Gerencher, TRB Liaison

ACRP Report 28: Marketing Guidebook for Small Airports will help airport managers with small or minimal budgets to develop a marketing program for their general aviation or commercial service airport. The Guidebook discusses the basics of marketing, takes the reader through the process of developing and implementing a plan, presents approaches to marketing and public relations, provides worksheets and concludes with a selection of instructive case studies. The Guidebook provides ideas about how to regularly communi- cate with tenants and the community, how to effectively position the airport in the region, and how to develop and retain airport activity. Airport managers and those responsible for marketing and working with communities will find many useful worksheets and tools to assess their individual situation, set goals, and select from low cost strategies to deliver their message. This well-researched guidebook, with its easy to use techniques and worksheets along with real-world examples, will help those in the airport community to create and sustain a positive and persuasive airport identity and message. As airports are increasingly under pressure to explain their contributions to the commu- nity and at the same time keep expenses down, it is important that an airport has, as a resource at their fingertips, effective strategies to generate goodwill, strengthen relation- ships, increase use of the airport, and showcase the facility. For many airports, there are few marketing resources and none available for a trial and error approach. Under ACRP Project 01-04, the research team was tasked with developing a guidebook for small airports in the areas of marketing, external communications, and public information. As part of the effort, the research team was asked to describe effective airport marketing practices and to help airport managers develop a new marketing plan or fine-tune an existing one. The project was accomplished by a review of relevant literature, existing research, published guidance, other appropriate material and by examination of lessons learned from marketing practices of other industries. The research team also surveyed and interviewed a group of small- to medium-size general aviation and commercial airports that have ongo- ing marketing programs or have experienced sustained growth. The findings were exam- ined, compiled, and the guidebook developed. F O R E W O R D By Marci A. Greenberger Staff Officer Transportation Research Board

SURVEY RESPONDENTS Mr. Royce Rankin, Airport Manager, Boire Field—Nashua Municipal Airport Mr. Curt Hawkins, Airport Manager, Caldwell Industrial Airport Mr. Robert Olislagers, Executive Director, Centennial Airport Mr. Greg Chenoweth, Airport Manager, Chandler Municipal Airport Ms. Tiffany Gillem, Airport Manager, Craig Municipal Airport Mr. Fred Guertin, Airport Manager, Fitchburg Municipal Airport Mr. Steve Brian, Executive Director, Glynn County Airport Commission Ms. Colette Edmisten, Operations Coordinator, Glynn County Airport Commission Mr. Michael Reisman, Airport Manager, Greeley-Weld County Airport Mr. Greg Larsen, Business Development Manager, Hagerstown Regional Airport Mr. Earl Hicks, Airport Director, Houma-Terrebonne Airport Mr. Terrence Lloyd, Director of Aviation, Kissimmee Gateway Airport Mr. Richard Stehmeier, Airport Manager, Logan-Cache Airport Mr. Vinicio Llerena, Director of Aviation, Orange County Airport Mr. Timothy Rogers, Executive Director, Salina Airport Authority Ms. Laura Robertson, Marketing and Public Relations Specialist, Salina Airport Authority Mr. Gary Petersen, Airport Manager, Salinas Municipal Airport Mr. Bob Shaffer, Airport Manager, DuBois Regional Airport Mr. Thomas C. Frungillo, Airport Director, Bradford Regional Airport Mr. Dave Young, Vice President—Air Service, Marketing and Development, Ft. Wayne International Airport Ms. Barbie Peek, Marketing Director, Huntsville International Airport Mr. Gabe Monzo, Airport Manager, Latrobe-Westmoreland County Airport Mr. Mike Sharkey, Airport Manager, Lee Bird Field Airport Mr. Glenn Januska, Airport Manager, Natrona County International Airport Mr. James Smith, Executive Director, Newport News/Williamsburg International Airport Mr. Joseph J. Brauer, Airport Director, Rhinelander-Oneida County Airport Mr. Greg Campbell, Executive Director, Shenandoah Valley Regional Airport Mr. Larry Salyers, Director, Tri-State Airport Mr. Terry Anderson, Executive Director, Tupelo Regional Airport CASE STUDY CONTRIBUTORS Mr. Earl Hicks, Airport Director, Houma-Terrebonne Airport Ms. Michelle Cardwell Edwards, Recruitment Director, Terrebone Economic Development Authority Mr. Michael Reisman, Airport Manager, Greeley-Weld County Airport Mr. Jeffrey Price, Faculty Member, Department of Aviation and Aerospace Science, Metropolitan State College of Denver Ms. Amber E. Schlabs, Aviation Business and Marketing Manager, Aeronautics Division, Wyoming Department of Transportation Mr. Gabe Monzo, Airport Director, Latrobe-Westmoreland County Airport Mr. Andy Stofan, President, Latrobe Area Chamber of Commerce Mr. Jim Wasylik, President, Westmedia Group, Latrobe, PA Mr. John Letterio, Vice President, Westmedia Group, Latrobe, PA Mr. David Lim, Chief Marketing Officer, Amtrak Ms. Sheryl Richards, Sr. Director Pricing and Revenue Management, Amtrak

C O N T E N T S P A R T 1 INTRODUCTION TO AIRPORT MARKETING 2 Chapter 1 Introduction 2 1.1 Overview 3 1.2 How Airports Use Marketing and Public Relations 4 1.3 Navigating the Guidebook 5 Chapter 2 Marketing Plan Basics 5 2.1 How Greeley-Weld County Airport Crafted Its Marketing Plan 6 2.2 What Goes into a Marketing Plan? 7 2.3 Seven Steps to Prepare and Execute a Marketing Plan P A R T 2 PREPARATION AND EXECUTION OF A MARKETING PLAN 11 Chapter 3 Scope of Your Marketing Plan 11 3.1 Step 1—Defining Marketing Goals and Objectives 11 3.2 Assemble the Planning Team 12 3.3 Brainstorm the Marketing Issues 13 3.4 Marketing Goals and Objectives—First Draft 19 3.5 Research Findings: Marketing Goals Reported by Airport Managers 22 Chapter 4 Environment and Resources 22 4.1 Step 2—SWOT Analysis and Resource Assessment 22 4.2 SWOT Analysis 29 4.3 Resource Assessment 32 4.4 Conclusions 33 Chapter 5 Audience, Message, Actions 33 5.1 Step 3—Revise Goals and Objectives 34 5.2 Step 4—Identify Target Audience, Message, and Actions 34 5.3 Target Audience 35 5.4 Message 36 5.5 Actions—Marketing Tactics 40 Chapter 6 Marketing Tools 40 6.1 Step 5—Selecting Marketing Tools 40 6.2 Cost of Different Tools 41 6.3 Tools Airports Use Today 44 6.4 Tools Airports Consider Most Effective 45 6.5 Cost and Effectiveness Matrix 47 6.6 Essential Marketing Tools for All Airports

48 Chapter 7 Characteristics of an Effective Marketing Plan 48 7.1 Core Components of a Marketing Plan 49 7.2 Action Plan 53 7.3 Characteristics of an Effective Marketing Plan 53 7.4 Putting the Principles to Work—Community Support Case Study 56 7.5 Importance of a Powerful Executive Summary 57 Chapter 8 Execute, Monitor, and Evaluate the Plan 57 8.1 Step 6—Execute the Plan 58 8.2 Step 7—Monitor and Evaluate the Plan 61 8.3 Modify Your Marketing Plan 61 8.4 Funding Sources P A R T 3 IMPLEMENTATION OF THE PLAN 66 Chapter 9 Marketing Tools 66 9.1 Index of Marketing Tools 66 9.2 Categories of Marketing Tools 69 Chapter 10 Public Relations Tools 69 10.1 What Is Public Relations? 70 10.2 Earned Media 78 10.3 Public Speaking 80 10.4 Events 83 10.5 Promotions 87 10.6 Sponsorships and Volunteering 89 10.7 Other Public Relations Materials 93 Chapter 11 Advertising Tools 93 11.1 Types of Advertising Tools 94 11.2 Print Media 101 11.3 Signage 107 11.4 Multi-Media: Radio, Television, and Video 110 11.5 Internet and Website Tools 119 Chapter 12 Networking Opportunities 119 12.1 Business, Civic, and Non-Profit Networking Opportunities 122 12.2 Networking with Professional and Industry Organizations 123 12.3 Tradeshows and Conferences 127 12.4 Strategic Partnerships 130 12.5 Lobbying 130 12.6 Contact Managers and Networking Tools

P A R T 4 ADDITIONAL RESOURCES 136 Chapter 13 Marketing Plan Worksheets 136 13.1 SWOT Primer 137 13.2 SWOT Examples 138 13.3 SWOT Analysis Worksheet 139 13.4 Marketing Inventory Worksheet—Human Resources 140 13.5 Marketing Inventory Worksheet—Financial Resources 141 13.6 Marketing Action Plan 142 13.7 Marketing Record 143 Chapter 14 Case Studies 143 14.1 Greeley-Weld County Airport 145 14.2 Houma-Terrebonne Airport 148 14.3 Arnold Palmer Airport 154 Chapter 15 Frequently Asked Questions 155 Chapter 16 Glossary 157 Chapter 17 Bibliography 163 Chapter 18 Airport Survey Methodology and Findings 163 18.1 Introduction 163 18.2 General Aviation Airports 170 18.3 Commercial Service Airports

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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.

The November 2013 ACRP Impacts on Practice highlights how the Fort Wayne International Airport in Indiana used ACRP Report 28 to create a marketing plan.

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