The National Academies Press

Currently Skimming:

Pages 10-64

The Chapter Skim interface presents what we've algorithmically identified as the most significant single chunk of text within every page in the chapter.
Select key terms on the right to highlight them within pages of the chapter.

From page 11... ... They should be identified in this first step. Then, following further analysis of the situation, it is useful to come back to the initial marketing goals and objectives and fine tune them. Read the entire page →
From page 12... ... , but would like to see the air traffic control tower finally built. • We strive to keep the airfield open with the use of excellent snow removal services and a fully capable Aircraft Rescue and Firefighting response team. Read the entire page →
From page 13... ... Exhibit 3.2 -- Example of Airport Marketing Goals, Objectives, Actions. Goal Achieve Financial Self-sufficiency Objective Lease Vacant AirportOwned Hangars Action Contact Existing Aircraft Owners at Airport Action Advertise on Airport Website Action Hold an Airport Tenant Meeting to Discuss Ideas Action Work With Local Economic Development Organization for Leads & Follow-up Objective Attract One New Business to the Airport Source: KRAMER aerotek, inc. Read the entire page →
From page 14... ... EXAMPLE #1: YUBA COUNTY AIRPORT'S GOALS Yuba County Airport, a 1,000 acre general aviation facility located in north central California, prepared a strategic marketing plan for the airport and listed the following goals: 1. "Strengthen the Airport image and integrate its role within the Yuba-Sutter community. Read the entire page →
From page 15... ... EXAMPLE #2: CHATTANOOGA'S AIR SERVICE GOALS AND OBJECTIVES Some commercial service airports create separate marketing plans devoted entirely to air service. One example is "A Strategic Plan to Improve Commercial Air Service in Chattanooga," developed by Chattanooga as part of its Challenge 2010 program. Read the entire page →
From page 16... ... Exhibit 3.5 -- Topics Covered by Airport Marketing Goals. • Community awareness of the airport • Public relations around airport projects, safety, noise, and land use • Air service development, retention, or reinstatement • Passenger growth and retention • Growth of existing activities and business • Growth or development of a new activity/business at the airport Source: KRAMER aerotek, inc. Read the entire page →
From page 17... ... Exhibit 3.6 -- Houma-Terrebonne Airport: An Example of Market Focus Strategy. Photo Copyright Oscar Bernardi via Airliners.net Cost Leadership means striving to offer the lowest cost alternatives in the area, for example: lowest airport rates and charges, lowest cost air service, competitive ground leases, and lowest rates on aircraft services or fuel. Read the entire page →
From page 18... ... YOUR AIRPORT GOALS AND OBJECTIVES In summary, your airport's marketing goals and objectives will be written to address the most important areas where marketing and public relations can have a positive impact. Exhibit 3.9 is a short worksheet that you can use as a framework to draft marketing goals and objectives. Read the entire page →
From page 19... ... COMMERCIAL SERVICE AIRPORTS -- MARKETING GOALS • Nearly all commercial service airports reported that their primary marketing goals -- in terms of importance, time devoted, and money spent -- related to air service development. Improving air service, attracting passengers, and retaining existing carriers are the three primary marketing goals of small commercial service airports. Read the entire page →
From page 20... ... • As at the commercial service airports, promoting a positive view of the airport ranked very high. For general aviation airports, this goal ranked second in importance only to attracting new business to the airport, and was the goal on which airport managers spent the most time. Read the entire page →
From page 21... ... Scope of Your Marketing Plan 21 Read the entire page →
From page 22... ... to help market the airport. Step 1 Step 2 Step 3 Goals/Objectives Redefine Goals/Objectives SWOT Resources Source: GMH Consulting, LLC An airport SWOT analysis and resource assessment (referred to collectively as a self-assessment) Read the entire page →
From page 23... ... . Exhibit 4.1 -- Diagram of a SWOT Analysis. Read the entire page →
From page 24... ... In general, for commercial service airports, the following information is useful to compare with competitors: • Air service offered: destinations, carriers, frequency, aircraft type • Business and leisure air fares in the airport's top markets • History of air service at nearby airports • Runway lengths and navigational aids available • Rates of diversion to competing airports A competitor analysis of a very small commercial service airport to a very large commercial service airport is not always useful. For example, comparing Dubois Regional Airport to nearby Pittsburgh International Airport would be of limited value. Read the entire page →
From page 25... ... One is a summary table from the Greeley-Weld County Airport SWOT analysis that the students completed as part of their project to make a marketing plan for the airport. The other example summarizes SWOT findings for Arnold Palmer Airport in Latrobe, Pennsylvania. Read the entire page →
From page 26... ... Also, with the closing of the Fort Collins Downtown Airport, many businesses and aircraft owners chose between the two airports for relocation. Front Range Airport is located approximately 45 miles south of the Greeley-Weld County Airport, and just southeast of the Denver International Airport (DIA) Read the entire page →
From page 27... ... Source: Greeley-Weld County Airport, Marketing Plan 2007 SWOT FOR ARNOLD PALMER AIRPORT, LATROBE, PENNSYLVANIA Arnold Palmer Airport in Latrobe, Pennsylvania, is located approximately 60 miles from Pittsburgh. At its peak, Latrobe had nine nonstop flights per day to Pittsburgh on US Airways Express. Read the entire page →
From page 28... ... • The business traveler should be the focus. Source: Oliver Wyman 4.2.2 SUMMARIZING YOUR SWOT FINDINGS Have the planning team rank responses for strengths, weaknesses, opportunities, and threats from most important to least important. Read the entire page →
From page 29... ... Estimated Airport Funding/Staffing Marketing Activity Purpose Total Cost Expenditure Resources Air Service Billboard Expand Market $25,000 $2,500 Airport Budget, State Grant Airport Open House Raise Airport $10,000 $2,000 Airport Budget, State Grant, Awareness Chamber of Commerce, Rotary, Volunteers Advertise in Economic Expand Market $2,000 $2,000 Airport Budget Development Magazine Speak at Chamber Remind Community None None None Luncheon about Airport Website Update Position Airport in $3,000 $3,000 Airport Budget, Chamber, Region, Provide In-Kind Services Public Information Young Eagles Program Community $500 $250 Airport Budget, Private Education/Outreach Donations Source: KRAMER aerotek, inc. 4.3.2 ASSESSING INTERNAL AND EXTERNAL STAFFING AND EXPERTISE AVAILABLE Most small airports have no dedicated marketing staff; airport managers typically handle marketing along with many other duties. Read the entire page →
From page 30... ... Also, five of the airports reported using outside consultants to assist in their marketing activities. Exhibit 4.8 shows a breakdown of the outside entities that help small commercial service airports with their marketing. Read the entire page →
From page 31... ... Exhibit 4.9 -- External Resources Used by General Aviation Airports. Environment and Resources 31 0 5 10 15 Local Chamber of Commerce Fixed based operator Economic development group Other Consultants Volunteers Ad agency Joint partners No one Lobbyist Responses Number of Airports Using Each Type of Resource Source: Airport Marketing Survey 2008 4.3.3 ASSESSING FUNDING AVAILABLE In addition to evaluating internal and external staffing available, the airport manager or planning team should evaluate potential funds (and funding sources) Read the entire page →
From page 32... ... Other potential funding sources: 3) Airport staff currently spend time on the following marketing activities: 4) Read the entire page →
From page 33... ... If necessary, revise them to be consistent. For example, if your original goal was to attract low cost carrier service, but your SWOT analysis shows that your catchment area is not large enough to support service with aircraft larger than a regional jet, you may need to revise your goal accordingly. Read the entire page →
From page 34... ... In the case of air service development, the most likely first target audience is the community and the most likely objectives are to raise awareness of and support for the air service. Once the community is on board, the second target audience is the air carrier and the objectives would change to retention, expansion, or addition of new air service. Read the entire page →
From page 35... ... CLOUD REGIONAL AIRPORT MARKETING MESSAGE EXAMPLE St. Cloud, Minnesota, is located approximately 80 miles from Minneapolis-St. Read the entire page →
From page 36... ... Do they have a website, a logo, a tag line or key message? Is their brand consistent across their marketing tools and materials? Read the entire page →
From page 37... ... Run promotions or contests in the community that encourage passengers to use the local airport 5. Promote the airport by improving the airport website In this first year, the marketing program could focus on raising airport awareness or it could pursue both airport awareness and customer service and select a few specific marketing activities to undertake. Read the entire page →
From page 38... ... Advertise in the Aircraft Owners and Pilots Association's (AOPA's) magazine 3. Read the entire page →
From page 39... ... Just as with the first example, there are many action options to consider and evaluate (see Exhibit 5.5) Read the entire page →
From page 40... ... Not only television and radio ads, but also billboards and other forms of advertising cost far more in major cities than in smaller communities. Nevertheless, in all markets, there is a general hierarchy of costs that airport managers should consider in selecting media. Read the entire page →
From page 41... ... 6.3 TOOLS AIRPORTS USE TODAY In deciding what marketing tools to use, it is helpful to know what tools other airports are already using. Based on the interviews conducted with managers of small commercial service airports and general aviation airports, all airports rely heavily on three top tools -- the airport website, newspaper articles, and press releases. Read the entire page →
From page 42... ... Still others said that they did not need to conduct market research because they knew the issues. GENERAL AVIATION AIRPORTS As shown in Exhibit 6.3, the most popular marketing tools among general aviation airport managers are the same top three tools -- the airport website, press releases, and articles in newspapers and magazines. Read the entire page →
From page 43... ... Number of Airports Reporting Source: Airport Manager Survey, June 2008 Marketing Tools 43 0 5 15 Airport website Press releases Articles in newspapers or magazines Printed marketing brochure Airport economic impact brochure Magazine ads Printed newsletter Newspaper ads Electronic newsletter Radio ads Advertising on other websites Billboards TV ads 10 Responses 0 5 20 Meet with existing tenants on regular basis Participation in state Airport Operators Association (AOA) Attend conferences Public speaking in community Meet with business prospects Membership in AAAE Participation in local chamber or rotary Operate booth at conference/convention Guest speaker at conference Meet with airlines Other Membership in ACI-NA 10 15 Responses Read the entire page →
From page 44... ... Airports know that good media relations are important and that issuing good press releases in turn leads to good radio and TV coverage. One airport manager said that he helped build good media relations by always having a story ready for when the local media needed one. Read the entire page →
From page 45... ... They ranked press releases and newspaper articles to be the most effective marketing tool, followed by either an economic impact brochure or airport specific marketing brochure. They also found different forms of networking to be effective. Read the entire page →
From page 46... ... Networking - Business, Civic, Non-Profit Groups Networking - Professional & Industry Organizations Networking - Strategic Partnerships Networking - Tradeshows & Conferences Newsletter - Electronic Press Coverage - Newspaper, TV, Radio Press Kit Press Releases Public Service Announcement Public Speaking Speeches - Chambers and Business Associations Speeches - Dedications & Community Events Testimonials Volunteering Advertising - Internet Advertising - Trade Journals Banners, flags, awnings Marketing Brochure Signage - Banners, Displays White Papers Advertising - Magazine Advertising - Newspaper Contests & Drawings Educational Programs Free Services & Amenities Giveaways Lobbying Open Houses Promotions Rates & Charges Reductions Sponsoring Community Events Website Advertising - Radio Digital Video Newsletter - Print Sponsoring Interns & Students Advertising - Billboards Advertising - Direct Mail Advertising - Other Outdoor (Buses, etc.) Direct Mail Economic Impact Studies Outdoor Advertising - Other Advertising - TV Air Shows Essential Tool Cost $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ - $$ $ - $$ $ - $$ $ - $$ $ - $$ $ - $$ $ - $$$ $ - $$$ $ - $$$ $ - $$$ $ - $$$ $ - $$$ $ - $$$ $ - $$$ $ - $$$ $ - $$$ $ - $$$ $ - $$$ $$ $$ $$ $$ $$ - $$$ $$ - $$$ $$ - $$$ $$ - $$$ $$ - $$$ $$ - $$$ $$$ $$$ Page 75 76 89 130 90 70 76 119 122 127 123 90 70 72 73 76 78 79 79 91 89 110 94 104 96 101 92 94 94 84 82 85 85 130 81 83 86 88 110 108 109 90 87 102 96 103 96 90 101 108 81 Effectiveness Key Costs Effectiveness Divided Opinions on Effectiveness $ - $$$$ Source: Oliver Wyman Read the entire page →
From page 47... ... . The following activities make use of the above referenced tools and are essential for every airport: Earned Media -- refers to press releases, interviews, networking, and other activities for free media coverage Networking -- means establishing relationships in the community among business, civic, and non-profit groups to build awareness and support for the airport Public Speaking -- refers to speeches at chambers of commerce, business associations, and other events to tell the airport story These activities are described in detail in Chapters 9 through 12. Read the entire page →
From page 48... ... 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. Read the entire page →
From page 49... ... CLOUD REGIONAL AIRPORT MARKETING CAMPAIGN St. Cloud, Minnesota, was a recipient of a Small Community Air Service Development grant. Read the entire page →
From page 50... ... • Do the airport manager and staff have the capability and time to complete the task, or are technical experts such as graphic designers or computer experts required? • Can those experts be found in the local community? Read the entire page →
From page 51... ... The most important date to determine is the targeted completion date for the entire activity and then work backward to fill in due dates for each preceding task. In that manner, the airport manager will be able to determine the full-time commitment required for the activity. Read the entire page →
From page 52... ... # Task to Task Date Due Date Start Date Due Date Budget Notes 1 Obtain list of possible publications Administrative 6/1 Readership, cost to including cost estimates Assistant or PR advertise, frequency of Consultant publication 2 Review list and decide on placement Airport Manager 6/2 3 Meet with graphic artist re: design of Airport Manager & 6/5 Need to get graphic artist ad, key message, look, and feel Graphic Artist JPEG file of airport logo and tagline 4 Create ad Graphic Artist 6/5 6/10 $ 500 5 Review and revise ad content Airport Manager 6/11 6 Ad final copy Graphic Artist 6/12 6/15 7 Ad placement Airport Manager & 7/1, 8/1, 9/1 $1,500 July, August, and Administrative September issues Assistant 8 Assess results Airport Manager 10/19 10/30 Need to determine ways to evaluate if ad is effective. 9 Ad "next steps" Airport Manager Renew, change content/ publication, or stop ad TOTAL ACTIVITY $2,000 Source: KRAMER aerotek, inc. Read the entire page →
From page 53... ... 7.4 PUTTING THE PRINCIPLES TO WORK -- COMMUNITY SUPPORT CASE STUDY This section describes how a marketing plan to increase community support for air service is constructed from the principles presented in this chapter. The marketing goal listed most frequently by small commercial service airports is to increase air service. Read the entire page →
From page 54... ... Exhibit 7.4 -- Air Service Development Cycle. 54 Marketing Guidebook for Small Airports Attracts More Service New Service Stimulates the Market Bigger Market Source: Oliver Wyman By using the air service at the local airport, residents are helping to build better air service in the future. Read the entire page →
From page 55... ... From an air service development perspective, the involvement of the business community is crucial for several reasons: 1. First, business travelers generate a disproportionate amount of revenue and pay higher ticket prices than leisure travelers. Read the entire page →
From page 56... ... " Harrisburg International Airport Source: Harrisburg International Airport 7.5 IMPORTANCE OF A POWERFUL EXECUTIVE SUMMARY Every marketing plan should also have a powerful executive summary. A good executive summary keeps everyone on track and motivated. Read the entire page →
From page 57... ... One person needs to be in charge to manage 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. Read the entire page →
From page 58... ... Here are some examples of work that must be done: • Advertisements that are placed should be checked to make sure they ran as scheduled and in the form submitted. • Where earned media is involved, there should be follow-up with local media to inquire about the status of news articles. Read the entire page →
From page 59... ... CUSTOMER SATISFACTION SURVEYS About half of the small commercial service airports interviewed said that they had conducted customer satisfaction surveys at some point. Typically, these surveys are conducted by pollsters who interview passengers while they are waiting to board flights at the local airport. Read the entire page →
From page 60... ... REGIONAL MARKET SHARE TRENDS One technique employing U.S. DOT data that may prove useful in air service development activities is to measure your airport's market share in relation to other airports in the region. Read the entire page →
From page 61... ... The goal of course is to accomplish one objective and move on to the next. For general aviation airports, business development is often a matter of personal contacts and maintaining relationships. Read the entire page →
From page 62... ... Seven airports reported receiving in-kind contributions -- perhaps the most unusual being the donation of locally made Vera Bradley handbags to be used in promotions. The State of Wyoming and its commercial service airports are a good example of a group application for a SCASD grant. Read the entire page →
From page 63... ... However, for general aviation airports not seeking reinstatement of air service, most marketing funds came from the airport's operating budget, from special state grants or from joint marketing efforts with either the chamber of commerce or the FBO. Typical budgets for small general aviation did not exceed $5,000. Read the entire page →
From page 64... ... Exhibit 8.3 -- Ways that General Aviation Airports Use Marketing Funds. 64 Marketing Guidebook for Small Airports 0 2 8 Promote positive view of airport in the community Attract new businesses to the airport Attract more general aviation or business activity Reinstate air service Address public safety, noise & land use issues Retain current airport tenants Attract developers to the airport Lobby congressional delegation Market hangars Promote airport to funding sources 4 6 Responses Number of General Aviation Airports Reporting Source: Airport Marketing Survey 2008 Read the entire page →

From page 11...

... They should be identified in this first step. Then, following further analysis of the situation, it is useful to come back to the initial marketing goals and objectives and fine tune them.