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Scope of Your Marketing Plan 19
Exhibit 3.9--Marketing Goals and Objectives Worksheet.
Airport's Most Important Marketing Goal
SMART objectives to achieve this goal in the next 12 months:
1.1:
1.2:
Airport's Second Most Important Goal
SMART objectives to achieve this goal:
2.1:
2.2:
2.3:
Additional Goals and Objectives as needed.
Source: KRAMER aerotek, inc.
3.5 RESEARCH FINDINGS: MARKETING GOALS REPORTED BY AIRPORT MANAGERS
For those readers interested in more ideas about marketing goals, this section contains findings from research
completed for this project. Managers of small commercial service airports and general aviation airports were
asked to rank a set of airport marketing goals that they thought were important. Twelve commercial service air-
ports and sixteen general aviation airports were interviewed.
COMMERCIAL SERVICE AIRPORTS--MARKETING GOALS
· Nearly all commercial service airports reported that their primary marketing goals--in terms of impor-
tance, time devoted, and money spent--related to air service development. Improving air service,
attracting passengers, and retaining existing carriers are the three primary marketing goals of small
commercial service airports.
· In connection with air service, a number of airports said specifically that raising "awareness" in the
region was their primary focus. In other words, many area residents did not know that their local air-
port offered commercial air service, or assumed that the local service was not competitive with that
offered at larger airports.
· The more general goal of promoting a positive view of the airport in the community is considered of
equal importance to air service development, but is not ranked as high in terms of time devoted or
money spent.
· The marketing goals ranking next in importance are (a) attracting new businesses to the airport and
(b) attracting more general aviation.
· Slightly more airports placed greater importance on lobbying their congressional delegations than on
attracting developers to the airport. This is likely to be a function of airports seeking help with Essential
Air Service issues or federal grants (see Exhibit 3.10).
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20 Marketing Guidebook for Small Airports
Exhibit 3.10--Marketing Goals Reported by Commercial Service Airports.
Attract passengers
Promote positive view of airport in the community
Improve air service
Retain existing carriers
Attract new businesses to the airport
Attract more general aviation or business activity
Lobby congressional delegation
Attract developers to the airport
Address public safety, noise & land use issues
Market hangars
0 5 10 15
Number of Airports Reporting
Source: Airport Manager Survey 2008, Oliver Wyman
GENERAL AVIATION AIRPORT--MARKETING GOALS
· For general aviation airports, the goals of attracting new business to the airport, retaining current air-
port tenants, and attracting more general aviation or business activity ranked as very important and
were the general aviation equivalent of the air service development priorities of the commercial service
airports.
· As at the commercial service airports, promoting a positive view of the airport ranked very high. For
general aviation airports, this goal ranked second in importance only to attracting new business to the
airport, and was the goal on which airport managers spent the most time.
· The following goals were ranked next and were of equal importance: promoting the airport to funding
sources; addressing public safety, noise, and land use issues; attracting developers to the airport; and
marketing hangars.
· The one unexpected marketing goal that general aviation airports listed as very important was the rein-
statement of commercial air service. Three airports that had lost commercial air service listed this as
one of their most important marketing priorities.
· For general aviation airports, lobbying their congressional delegation was the least important of the
major marketing goals (see Exhibit 3.11).
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Scope of Your Marketing Plan 21
Exhibit 3.11--General Aviation Airport Marketing Goals.
Attract new business to the airport
Promote positive view of airport in the community
Retain current airport tenants
Attract more general aviation or business activity
Promote airport to funding sources
Address public safety, noise & land use issues
Attract developers to the airport
Market hangars
Reinstate air service
Lobby congressional delegation
0 2 4 6 8 10
Number of Airports Reporting
Source: Airport Manager Survey 2008, KRAMER aerotek, inc.
