Below are the first 10 and last 10 pages of uncorrected machine-read text (when available) of this chapter, followed by the top 30 algorithmically extracted key phrases from the chapter as a whole.
Intended to provide our own search engines and external engines with highly rich, chapter-representative searchable text on the opening pages of each chapter.
Because it is UNCORRECTED material, please consider the following text as a useful but insufficient proxy for the authoritative book pages.
Do not use for reproduction, copying, pasting, or reading; exclusively for search engines.
OCR for page 12
12 Marketing Guidebook for Small Airports
consider different futures for the airport and different marketing activities. Ideally, the planning team should
include representation from the following groups:
· Airport management
· Airport tenants
· Businesses that use the airport
· Airport governing body (City Council, Airport Authority, or Advisory Committee)
· Economic development group
3.3 BRAINSTORM THE MARKETING ISSUES
Before defining the scope of your marketing program, you might want to look over the list in Exhibit 3.1 and ask
the planning team members to jot down their first thoughts. This exercise is intended to elicit your first impres-
sion or "top of mind awareness." It is a useful place to start.
Exhibit 3.1--Issues Exercise for the Planning Team.
· Our customers think . . .
· Our employees always . . .
· We stand out from the competition because . . .
· Our airport is known for its . . .
· We are great at . . .
· We want our customers to . . .
· We want to be remembered for . . .
· We are proud of . . .
· What makes us different is . . .
· We have gotten better at . . .
· We strive to . . .
· We have achieved . . .
· Our community thinks . . .
· Our community would like . . .
Source: KRAMER aerotek, inc.
In the case of Greeley-Weld County Airport, their planning team reached the following conclusions about the report:
· We strive to provide a safe, efficiently run, cost-competitive facility that offers excellent access to the
northern Front Range and Denver metropolitan area and a high level of service to our airport tenants
and visitors.
· We are known as the fifth busiest airport in Colorado.
· Our customers like the outstanding restaurant at the airport and the terminal.
· The pilots appreciate the 10,000-ft runway, unrestricted airspace and instrument landing systems (ILS),
but would like to see the air traffic control tower finally built.
· We strive to keep the airfield open with the use of excellent snow removal services and a fully capable
Aircraft Rescue and Firefighting response team.
· We are proud to generate $121 million in economic activity each year.
· We are proud to be economically self-sufficient. Airport revenues cover all operating expenses.
· We strive to improve access to the east side of the airport, extend infrastructure, and attract new busi-
ness to this area of the airport.
Following this exercise, you can group the responses and prioritize them. This will give you information about
how the airport is perceived and what are the main issues.
