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CHAPTER 3
SCOPE OF YOUR MARKETING PLAN
3.1 Step 1--Defining Marketing Goals and Objectives
3.2 Assemble the Planning Team
3.3 Brainstorm the Marketing Issues
3.4 Marketing Goals and Objectives--First Draft
3.5 Research Findings: Marketing Goals Reported by Airport Managers
3.1 STEP 1--DEFINING MARKETING GOALS AND OBJECTIVES
The first step in creating a marketing plan is to define marketing goals and objectives. Every marketing pro-
gram needs a scope, goals, and measurable objectives to make sure that the marketing effort is working. It is
important to put time into this initial planning effort. It will require brainstorming, analysis, review, and probably
revision. Key stakeholders of the airport should participate.
Step 1 Goals/Objectives
Step 2 SWOT Resources
Step 3 Redefine Goals/Objectives
Source: GMH Consulting, LLC
This Guidebook recommends two passes at defining the scope of your marketing plan. Most airports know the
important issues and opportunities to address. Maybe there is one single issue or two or three areas to address.
They should be identified in this first step. Then, following further analysis of the situation, it is useful to come
back to the initial marketing goals and objectives and fine tune them. This process allows consideration of mul-
tiple viewpoints and the opportunity to prioritize and narrow the marketing goals to a manageable set.
3.2 ASSEMBLE THE PLANNING TEAM
Marketing programs involve airport staff, volunteers, stakeholders, and your customer base. It is important to
get your planning team on board as soon as possible. The planning team should include representation from
individuals and groups that have a vested interest in the long-term success of the airport. Select team mem-
bers that (1) represent key stakeholders in your airport, (2) are willing to commit time to the effort, and (3) will
serve as good contributors. Make sure that there is cross representation on your team. This will help the group
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