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Rights & Permissions Free PDF Access Sign in to download PDF book and chapters Free Resources Display this book on your site! Related Titles ACRP Report 16: Guidebook for Managing Small Airports ACRP Report 47: Guidebook for Developing and Leasing Airport Property Other Related Titles ACRP Report 28: Marketing Guidebook for Small Airports (2010) Airport Cooperative Research Program (ACRP) Citation Manager Export the bibliographic data for this book in your chosen format Web Search Builder Use this book's key terms to search within this book, across our collection, or across the Web. Skim This Chapter Skim this chapter and use this chapter's key terms to search within this book. Reference Finder Paste in your own text to find books that relate to your topic. Citation Manager Kramer, Lois, Fowler, Peggy, Hazel, Robert, Ureksoy, Melissa, Harig, Gary, Transportation Research Board. "13.2 SWOT Examples." ACRP Report 28: Marketing Guidebook for Small Airports. Washington, DC: The National Academies Press, 2010. Please select a format: Page 137   E-mail Share on facebook Facebook Share on delicious Delicious Share on stumbleupon Stumble Share on twitter Twitter More Sharing ServicesMore Page 137 Front Matter (R1-R11) 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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Marketing Plan Worksheets 137 13.2 SWOT EXAMPLES Exhibit 13.2 contains a list of possible SWOTs that might apply to your airport (not all will apply and not all your SWOTs will be listed). This table should be used to help guide the planning team in completing the SWOT analysis worksheet on the following page. Exhibit 13.2--SWOT Examples. Strengths Weaknesses Opportunities Threats · Location/geography: · Gaps in capabilities · New target markets · Loss of area business convenience · New sources of funding · Loss of key partners · Loss of air service · Available land · Key partnerships · National security · Lack of money · Airport infrastructure issues · Poor image in · Improvements in · Price, value, quality community infrastructure · New FAA rules and regulations · Customer service · Morale, commitment, · New aircraft/new markets leadership · Environmental · Strong demand for · Application of new regulations services · Runway/taxiways/ technology ramps in need of repair · Airline accidents · Brand recognition · Overcrowding at nearby · Land constrained airport · Weakened economy · Experience/ knowledge · Airport under-designed · Untapped volunteers · Increased fuel prices · Resources, people for demand · Trained workforce · Competitor plans · Weather · Air space limitations · Interest by private · Encroachment on · Lack of competitive developer airport · Community support strength · Zoning issues · Unhappy tenants or neighbors Source: KRAMER aerotek, inc., and GMH Consulting, LLC