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Public Relations Tools 89 causes rely on the business and civic groups within the communities they serve to provide support. Airport sponsorships provide publicity for the airport and build community support. They also get people to the airport who might not otherwise visit. 10.6.3 VOLUNTEERING Effectiveness Cost Commercial Service General Aviation $ Definition: There are many volunteer opportunities where airport staff can get involved. They are available during the holiday season and year round. Sometimes the opportunities to get involved reach further a field. For example, many airports rallied to help victims of Hurricane Katrina. Apart from building community support, volunteering helps build team spirit among the airport staff. 10.6.4 BOARD PARTICIPATION Effectiveness Cost Commercial Service General Aviation $ Definition: Board participation involves representation by airport managers on non-profit boards. Many com- munity non-profit organizations need community representation on their boards. This is yet another way for airport managers to get involved in the community. It is also a great way to build relationships with business people, educators, and civic leaders who also choose to serve. It can be time con- suming, but very rewarding work. 10.7 OTHER PUBLIC RELATIONS MATERIALS There are other types of public relations materials that airports commonly use to support their marketing efforts. They include customer satisfaction surveys, print (and electronic) newsletters, economic impact studies, testi- monials, and white papers (see Exhibit 10.12). Exhibit 10.12--Other Public Relations Print Materials. Other PR Print Materials Customer Satisfaction Print & Electronic White Papers Surveys Newsletters Economic Impact Testimonials Studies Source: KRAMER aerotek, inc.

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90 Marketing Guidebook for Small Airports 10.7.1 CUSTOMER AND TENANT SATISFACTION SURVEYS Effectiveness Cost Commercial Service General Aviation $ Definition: Customer and tenant satisfaction surveys are used both to provide realistic feedback to airport man- agers and to highlight the benefits of the local airport. As noted, many small airports acknowledge their value, but have not conducted surveys. Surveys have the benefit of providing objective evidence of the degree to which customers and tenants value the services and facilities offered by the airport. Surveys can also provide ideas for airport improvements. There are a variety of ways to conduct surveys, including free online survey tools that allow you to set up questions, distribute the survey, and tabulate the results. 10.7.2 PRINT AND ELECTRONIC NEWSLETTERS Effectiveness Cost Commercial Service General Aviation $-$$ Definition: Some airports use email newsletters to get out their message. Others publish print newsletters, which are more expensive because of printing and mailing costs. Many airports publish an electronic version of their newsletter on the airport website. Those interested in receiv- ing a copy via email can make a request on the website. Other ways to assemble a distribution list would include collecting email contact information during airport events. Airports can also request contact lists from other civic organizations. Typically though, the airport would have to invite individuals to receive the newsletter via an email and ask for a return email with a request to "subscribe" or "unsubscribe." These methods work well to communicate with travelers who already know about and are interested in the air- port. However, because of the difficulty in compiling comprehensive email lists, email newsletters usually are not an effective way to reach potential travelers or customers who are not already interested in the airport. 10.7.3 ECONOMIC IMPACT STUDIES Effectiveness Cost Commercial Service General Aviation $-$$$ Definition: Economic impact studies estimate the economic contributions to the community of a particular air- port. They are typically posted on the airport website, summarized as part of the airport's marketing brochure, or issued as a stand-alone document.

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Public Relations Tools 91 These studies are used to persuade public officials, business leaders, and news media to support the local air- port. Usually, they are an element of larger campaigns to engage the local community. When printed as brochures, they may serve as the cornerstone of an airport's press kit or printed media. These studies are often funded by the FAA and state DOTs. If a state has not sponsored this type of study or the last study is out-of-date, airports can contract with consultants or a university to prepare a report. The American Association of Airport Executives (AAAE) also sells use of a model to estimate the economic impact of general aviation airports. Exhibit 10.13 is an example of an economic impact brochure prepared by the State of Colorado for a small gen- eral aviation airport, Central Colorado Regional Airport in Buena Vista, Colorado. Exhibit 10.13--Excerpt for Economic Impact Brochure. Source: Colorado Airports Economic Impact Study 2008 10.7.4 TESTIMONIALS Effectiveness Cost Commercial Service General Aviation $ Definition: Testimonials are positive statements that come from satisfied passengers, pilots, tenants, and friends of the airport. These can and should be used across all forms of promotional materials and advertising.

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92 Marketing Guidebook for Small Airports Testimonials work and carry great weight when promoting the airport to airlines or to potential passengers that are using other nearby airports (see Exhibit 10.14). Exhibit 10.14--Sample Testimonial from Region of Waterloo International Airport, Breslau Canada. "I would just like to take a minute to tell you what a great experience it was to fly from Waterloo Airport a couple of weeks ago. My wife and I flew to Mexico from there and it was such a treat to not have to drive to Toronto and deal with the traffic. The staff was very pro- fessional and everything from boarding to Customs on the return was smooth and enjoyable. I hope this continues as we take a trip at least once a year. All the best!!!!" Dean Dajko @ Webplas Inc., Custom Injection Molding "Getting off the plane, through customs, getting our luggage and home in about 30 min was the best. I can only hope that others who have the same good experience let you know. Thanks again!" Lori Kelly Source: Region of Waterloo International Airport 10.7.5 WHITE PAPERS Effectiveness Cost Commercial Service General Aviation $-$$ Definition: "White papers" cover a broad category of general issue papers written to further a specific airport goal. They may cover the issues surrounding a particular development project, sensitive noise issues, changes in air service, and so forth. They are a broad category of promotional material that is called upon in special circumstances. White papers are used to promote the airport's position, but are generally written in a thoughtful and analytical style. Frequently, they are written with the goal of generating earned media.