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6 Marketing Guidebook for Small Airports economic development plan resulted in five goals and a number of objectives which the airport undertook imme- diately. The public information plan was put on the airport's website and is the first stop for reporters looking for basic information about and photographs of the airport. It also sets out contact information and procedures for regular and emergency communications with the airport. This has saved airport staff considerable time. The marketing plan was completed, which was a goal of the economic development plan. In addition, the airport joined with the community in a rebranding effort. The airport's approach to recruit help with their documents had important side benefits including strengthening ties with the regional EDC and the City of Greeley as well as giving students at Metro State a real experience putting together a marketing plan. These plans resulted in a directed approach to marketing and public rela- tions. Details of how these documents were developed are described in Chapter 14. Exhibit 2.1--Runway 16/34, Greeley-Weld County Airport. Source: Greeley-Weld County Airport 2.2 WHAT GOES INTO A MARKETING PLAN? A marketing plan addresses the following questions: · What are the marketing goals? · Who are the target audiences? · What is the message the airport intends to communicate? · What methods of communication will the airport use to reach its audience? · What staffing and financial resources will support the effort? · How will the airport measure success? This Guidebook suggests that every airport complete a self-assessment before preparing or refining its mar- keting plan. The airport self-assessment is described in Chapter 4. For more detail on how to complete a full airport strategic plan, which provides the foundation upon which marketing plans and other airport plans are built, see ACRP Report 20: Strategic Planning in the Airport Industry (Transportation Research Board of the National Academies, Washington, DC 2009).