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32 Marketing Guidebook for Small Airports Not all communities will have the same level of local resources available, but the resources Latrobe mobilized not only helped make its local educational campaign more effective, but also served to impress potential car- riers as to the level of local interest in their service. Exhibit 4.10 provides a framework to identify resources and funding for the marketing program. Exhibit 4.10--Resource Worksheet for the Marketing Program. 1) Funding Sources for first 12 months: Estimate Constraints/Comments Source #1: $ Source #2: Source #3: Total 2) Other potential funding sources: 3) Airport staff currently spend time on the following marketing activities: 4) Other groups and individuals are currently involved in airport marketing activities: 5) Individuals and organizations that could be available for airport marketing: Source: KRAMER aerotek, inc. 4.4 CONCLUSIONS In the previous chapter, your planning team drafted a set of goals and objectives. In this chapter, the team com- pleted a SWOT analysis for the airport and estimated the funding and staff available and required to implement a marketing program. Each of these pieces of the analysis resulted in summary conclusions. It is now time to pull them together into a few succinct statements. Exhibit 4.11 provides the prompts. Exhibit 4.11--Airport Evaluation Conclusions Worksheet. 1) The customer focus for the airport is: 2) The airport excels at: 3) The highest marketing priority is: 4) New opportunities that the airport wants to develop are: 5) Areas requiring further investigation are: Source: KRAMER aerotek, inc.