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CHAPTER 8
EXECUTE, MONITOR, AND EVALUATE THE PLAN
8.1 Step 6--Execute the Plan
8.2 Step 7--Monitor and Evaluate the Plan
8.3 Modify Your Marketing Plan
8.4 Funding Sources
Previous chapters provide a framework to build a marketing plan. In Step 6, it is time to execute the plan, which
requires focused management. In Step 7, it is important to monitor and evaluate the results, and make mid-course
adjustments if necessary. This chapter also includes a closer look at possible funding sources for marketing,
Tools to Reach Audience and
Step 5
Deliver Message
Step 6 Execute Plan
Step 7 Monitor and Evaluate
Source: GMH Consulting, LLC
8.1 STEP 6--EXECUTE THE PLAN
The value of the marketing plan ultimately is in its implementation. One person needs to be in charge to man-
age the program and make sure that roles and responsibilities are clear and that schedules and budgets are
understood. The management duties include the following:
· Communication with the marketing team, the airport's governing entity, and other stakeholders
· Assignment of roles and responsibilities to staff, volunteers, and other participating organizations
· Milestones to gauge progress of the SMART objectives
· Review
Although it is possible to write much more about executing the plan, the fact is that managing a marketing
program is just like managing many other multi-phased projects that airport managers have experience doing.
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