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CHAPTER 7
CHARACTERISTICS OF AN EFFECTIVE MARKETING PLAN
7.1 Core Components of a Marketing Plan
7.2 Action Plan
7.3 Characteristics of an Effective Marketing Plan
7.4 Putting the Principles to Work--Community Support Case Study
7.5 Importance of a Powerful Executive Summary
What are the essential elements of a marketing plan? The marketing plan is the vehicle to accomplish the air-
port's goals. It is a framework that defines the specific tasks, schedule, resources, and budgets that, when
implemented, result in the achievement of the airport's marketing goals.
With the airport assessment, goals and objectives, a target audience, a message, specific actions, and tools,
it is time to put together the marketing plan.
7.1 CORE COMPONENTS OF A MARKETING PLAN
Marketing plans vary significantly in content, format, and length. However, most marketing plans cover the fol-
lowing core components:
The Airport's Current Position. An overview of the airport's identity, a basic description of products and
services offered, major airport users and tenants, level of airport activity, competitive position in the region,
and a forward looking discussion of trends in the particular sectors of aviation that the airport serves.
Airport Goals and Objectives. A discussion of the goals, target audiences of the marketing plan, the mes-
sage to be communicated, and measurable objectives the airport intends to achieve within a specific timeframe.
Action Plan. The specific marketing activities that will be undertaken to achieve each objective. In addi-
tion, the action plan includes a description of individual tasks, assignments of personnel or volunteers,
schedules, and budgets.
Management and Monitoring. A plan to oversee the progress of the marketing campaign, monitor
progress, and fine tune the marketing plan as needed.
The marketing plan serves two important functions:
· It is the roadmap that converts the airport marketing goals into specific activities.
· It is a reference document for all participants in the airport's marketing campaign that provides back-
ground information, a plan of action, and measurable outcomes.
Once written, a marketing plan should be updated on a regular basis to reflect achievements and modifications
to the action plan.
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