Cover Image

Not for Sale

View/Hide Left Panel
Click for next page ( 48

The National Academies | 500 Fifth St. N.W. | Washington, D.C. 20001
Copyright © National Academy of Sciences. All rights reserved.
Terms of Use and Privacy Statement

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 47
Marketing Tools 47 6.6 ESSENTIAL MARKETING TOOLS FOR ALL AIRPORTS All airports should have a marketing toolbox before they even consider conducting specific marketing programs. The required items are basic, some are not even commonly thought of as marketing tools, and most airports already have them. They include the following: Press Kit. The Press Kit is a vital tool that supports all earned media activities. It usually takes the form of a folder that contains pertinent information about the airport. Press Kits also appear on airport web- sites. Several airports interviewed for this research reported that having a Press Kit and a photo library saved the airport manager time because when reporters contacted the airport for information they were following up on basic information already found on the website. A Press Kit typically includes the following: A website or physical cover with the airport's brand (logo, key message, graphics, and colors) Information for media inquiries Office hours Phone numbers How to request an interview Parking and "live broadcast trucks" Airport access Fact sheet about the airport Image library (photos of the airport) Airport newsletter News releases Staff biographies Members of the airport governing group (airport commission or authority) Airport tenants and businesses Airport statistics Airport financial records Business cards and stationery that carry the airport's brand are used in the Press Kit If the Press Kit is online, it might also include a copy of the most recent master plan and descriptions/ visuals about current airport capital projects. Website. Websites vary greatly, but may be thought of in two ways: (1) as a brochure or (2) as a content-driven marketing tool. The simplest form of website--the brochure type website--is like an extended business card containing basic information about the airport, its facilities, location, purpose, and contact information. Every airport should have at least this type of presence on the Internet (see Chapter 11 for more information on websites). The following activities make use of the above referenced tools and are essential for every airport: Earned Media--refers to press releases, interviews, networking, and other activities for free media coverage Networking--means establishing relationships in the community among business, civic, and non-profit groups to build awareness and support for the airport Public Speaking--refers to speeches at chambers of commerce, business associations, and other events to tell the airport story These activities are described in detail in Chapters 9 through 12.