Marketing Guidebook for Small Airports (2010) / Chapter Skim
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If you are managing a small commercial service airport, you must obtain community support in order to attract and retain the best possible air service. There are many books on marketing, but few that speak directly to airport managers.
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• The airport seeks to attract more passengers for existing air service. • The airport wants local businesses to support a proposed new service.
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• PART 2 presents seven steps to prepare and implement a marketing plan. • PART 3 describes public relations, advertising, and networking tools that airports can use.
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2.1 HOW GREELEY-WELD COUNTY AIRPORT CRAFTED ITS MARKETING PLAN Greeley-Weld County Airport is a general aviation airport with 145,000 annual operations and 220 based aircraft. The airport operates with a small staff and a small annual marketing budget.
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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)
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ACTION PLAN (CURRENT YEAR) • Specific objectives for current year • Marketing activities to achieve objectives • Sequencing and mix of activities • Staff, other organizations, and volunteer resources required • Budget and funding sources • Management and review Source: KRAMER aerotek, inc.
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Define marketing goals and objectives. What issue is the plan designed to address; for example, attract new air service, increase hangar rental revenues, expand existing facilities?
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Based on the information obtained in the previous steps, the basic message, target audience, and actions required must be identified. An example of selecting the target audience comes from Arnold Palmer Airport in Latrobe, Pennsylvania.
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