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From page 136... ... It is intended to elicit your first impression or "top of mind awareness" and whether you record your responses or simply keep them "in mind," it is a useful thought starter for the SWOT analysis. Exhibit 13.1 -- SWOT Primer. Read the entire page →
From page 137... ... Exhibit 13.2 -- SWOT Examples. Strengths Weaknesses Opportunities Threats • Location/geography: convenience • Available land • Airport infrastructure • Price, value, quality • Customer service • Strong demand for services • Brand recognition • Experience/ knowledge • Resources, people • Weather • Community support Marketing Plan Worksheets 137 • Gaps in capabilities • Loss of air service • Lack of money • Poor image in community • Morale, commitment, leadership • Runway/taxiways/ ramps in need of repair • Land constrained • Airport under-designed for demand • Air space limitations • Lack of competitive strength • Unhappy tenants or neighbors • New target markets • New sources of funding • Key partnerships • Improvements in infrastructure • New aircraft/new markets • Application of new technology • Overcrowding at nearby airport • Untapped volunteers • Trained workforce • Interest by private developer • Loss of area business • Loss of key partners • National security issues • New FAA rules and regulations • Environmental regulations • Airline accidents • Weakened economy • Increased fuel prices • Competitor plans • Encroachment on airport • Zoning issues Source: KRAMER aerotek, inc., and GMH Consulting, LLC Read the entire page →
From page 138... ... Exhibit 13.3 -- SWOT Analysis Worksheet. Strengths Weaknesses Opportunities Threats __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ Source: KRAMER aerotek, inc., and GMH Consulting, LLC 138 Marketing Guidebook for Small Airports Read the entire page →
From page 139... ... Comments Existing: Airport Manager Airport Marketing Staff Outside: Volunteer Consultant Develop material for Hourly rate presentation to clients $_____ Local Business Local Media Reaching local patrons Chamber of Commerce Identify businesses within area Economic Development Defining the areas for Organization economic development Local University City Other Other Source: KRAMER aerotek, inc., and GMH Consulting, LLC Marketing Plan Worksheets 139 Read the entire page →
From page 140... ... Funding Source Estimate Comments Airport Operating Fund $ City Budget $ Grants $ Chamber of Commerce $ Economic Development $ Local Businesses $ Matching Funds $ Donations $ Fund Raisers $ In-Kind Contributions $ Other: $ Other: Other: $ Total $ Source: KRAMER aerotek, inc., and GMH Consulting, LLC 140 Marketing Guidebook for Small Airports Read the entire page →
From page 141... ... Exhibit 13.6 -- Marketing Action Plan Worksheet. Objective/Goal: ________________________________________________________________________ Target Audience: _______________________________________________________________________ Responsible Activity/Task Deliverable Party State Date Due Date Budget _________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________ Source: KRAMER aerotek, inc., and GMH Consulting, LLC Marketing Plan Worksheets 141 Read the entire page →
From page 142... ... Exhibit 13.7 -- Marketing Record. Estimated Effective/ Marketing Total Airport Not Activity Dates Purpose Cost Cost Funding Sources Effective Example: Air Expand Market $25,000 $2,500 Airport Budget, Service Billboard State Grant Source: KRAMER aerotek, inc., and GMH Consulting, LLC 142 Marketing Guidebook for Small Airports Read the entire page →
From page 143... ... The marketing plan became a special student project. This case study was selected because Greeley-Weld County Airport created three strategic documents with a small budget. Read the entire page →
From page 144... ... Faculty from the Aviation and Aerospace Department and the Marketing Departments sponsored the project and the Greeley-Weld County Airport Manager remained actively involved. The project included the following activities: (1) Read the entire page →
From page 145... ... and other Front Range airports, and available land for development. The students presented the marketing plan to the Greeley-Weld County Airport in May 2007 and it was adopted by the Greeley-Weld County Airport Authority Board of Commissioners in July 2007. Read the entire page →
From page 146... ... TEDA was described by the Houma-Terrebonne Airport director in a phone interview as "the organization that has the pipeline into businesses in Louisiana and other parts of the country." 146 Marketing Guidebook for Small Airports Read the entire page →
From page 147... ... TEDA is the business development funnel for the airport as well as a source of funding for marketing activities such as participation at NBAA, editorials and advertisements, and website re-design. The airport director has identified new business opportunities with offshore helicopter operations for the oil and gas exploration industry that have yielded incremental revenue streams and is currently expanding the airport's involvement with UAVs. Read the entire page →
From page 148... ... Apart from funds raised within the community, the only source that could provide sufficient funding to underwrite any new service was the Small Community Air Service Grant program. Latrobe applied for and was successful in securing a $600,000 grant. Read the entire page →
From page 149... ... The purpose of the task force was to educate the region -- businesses and the general public -- as to the importance of commercial air service to the region, and what it would take to attract a new carrier. Many communities have a sense of "entitlement" when it comes to air service. Read the entire page →
From page 150... ... The group had multiple educational tasks: making sure the community and businesses knew what an airline would be looking for before it began service; demonstrating why air service is important to the region's economic well-being; and persuading the business community that, if the new service is successful, all parties stand to benefit economically. To make the community aware of "what it would take" to get an airline, multiple channels and venues were used including articles and editorials in newspapers, chamber of commerce functions, open houses at the airport, and speaking engagements at numerous business/social functions such as the Rotary club. Read the entire page →
From page 151... ... For the business community educational message, the focus was on how important these businesses were to any potential air carrier and how their support was critical to its ultimate success once the new service began. In many cases, it is assumed by airport management that the community recognizes the important role air service plays in the area's economy. Read the entire page →
From page 152... ... Exhibit 14.1 -- Portions of Latrobe Marketing Brochure. 152 Marketing Guidebook for Small Airports Read the entire page →
From page 153... ... Source: Arnold Palmer Regional Airport Case Studies 153 Exhibit 14.1 -- Continued. Read the entire page →
From page 154... ... The Arnold Palmer Airport case study is one example of a small commercial service airport operating in the shadow of a much larger airport. The airport developed a marketing plan that relied heavily on community support to regain air service that it had lost. Read the entire page →
From page 155... ... Marketing Goals: Marketing goals are general statements by an airport concerning what it wants and expects to accomplish in the future. Marketing Plan: A marketing plan is the written document that describes the marketing activities that the airport will undertake in the next year. Read the entire page →
From page 156... ... Objectives are consistent with statements of goals but much more specific. Public Relations: Public relations is the practice of managing the flow of information between the airport and various audiences such as the community, stakeholders, and the public. Read the entire page →
From page 157... ... Bradford, Robert. Simplified Strategic Planning: A No-Nonsense Guide for Busy People Who Want Results Fast! Read the entire page →
From page 158... ... Conklin, Dave. The Total Package: East Tennesseans for Airfare Competition & McGhee Tyson Airport's Incentive Program [Conference] Read the entire page →
From page 159... ... This PowerPoint presentation was presented at the ACI–NA Marketing and Communications Conference in 2008. Hamilton International Airport is located 50 minutes from downtown Toronto and 50 minutes from Niagara Falls. Read the entire page →
From page 160... ... The next larger cities also experience challenges to provide air service at competitive prices and, if these cities are near larger metropolitan areas, diversion of passengers to the larger airport further handicaps efforts to increase air service. In this report, the GAO found that financial incentives were the most effective way to attract new air service; however, when financial incentives ended, longer term sustainability of the new service was more likely in communities that made retention of air service a top priority. Read the entire page →
From page 161... ... This PowerPoint presentation was delivered by Nicole Noll-Williams, Director of Regional Market Development for Capital Region International Airport, at the ACI–NA Marketing and Communications Conference held in June 2008. It describes how the airport, located in Lansing Michigan, developed a two-tier marketing strategy to promote utilization through (1) Read the entire page →
From page 162... ... This case study reviews the issues faced by Cortland County AirportChase Field to gain community support for improvements to the airfield. Specific community objections the development and implementation of a public relations plan focused on improving the image of the airport to the community, and the resulting outcomes are described in detail. Read the entire page →
From page 163... ... KRAMER aerotek, inc., handled the general aviation airports and Oliver Wyman handled the commercial service airports. As it turned out, a few airports in both groups had recently lost air service and reinstatement of the service was top on their list of marketing priorities. Read the entire page →
From page 164... ... 2007 ID Participating Airports State Based Aircraft Operations APA Centennial Airport CO 709 321,804 CHD Chandler Municipal Airport AZ 449 268,093 LGU Logan-Cache Airport UT 146 173,197 FIT Fitchburg Municipal Airport MA 146 168,025 CRG Craig Municipal Airport FL 319 163,174 ISM Kissimmee Gateway Airport FL 206 148,523 GXY Greeley-Weld County Airport CO 223 143,000 MGJ Orange County Airport NY 243 133,888 EUL Caldwell Industrial Airport ID 390 132,888 HUM Houma-Terrebonne LA 109 122,523 ASH Nashua Municipal Airport NH 441 117,907 SNS Salinas Municipal Airport CA 229 73,773 HGR Hagerstown Regional Airport, Richard A Henson Field MD 163 48,475 BQK Glynn County Airport Commission GA 58 22,233 SLN Salina Municipal Airport KS 137 17,145 DUJ Dubois Regional Airport PA 26 15,282 Sources: Airport IQ, 5010 Reports, and FAA Terminal Area Forecasts 18.2.2 GENERAL FINDINGS FROM INTERVIEWS WITH GENERAL AVIATION AIRPORTS • When it comes to marketing, airport managers are likely to use the resources and networks already established. Read the entire page →
From page 165... ... Earned media occurs when an airport takes an action to generate news or to attract journalists. Airport managers viewed earned media such as press releases and newspaper or magazine articles as effective, low cost marketing tools to improve the public image of the airport and advertise upcoming events at the airport. Read the entire page →
From page 166... ... Source: Airport Manager Survey, 2008 Marketing Goals/Priorities of Your Airport -- This question had two parts: first, identify marketing goals and then identify the top three marketing priorities (see Exhibit 18.4) Read the entire page →
From page 167... ... Priority Most Money Most Time Attract new businesses to the airport 9 7 7 Promote positive view of airport in the community 8 7 13 Retain current airport tenants 7 4 3 Attract more general aviation or business activity 6 5 2 Promote airport to funding sources 5 0 5 Address public safety, noise and land use issues 5 4 6 Attract developers to the airport 5 3 6 Market hangars 5 1 1 Reinstate air service 3 4 3 Lobby congressional delegation 2 2 2 Source: Airport Manager Survey, 2008 What Influenced Your Marketing Goals -- 9 of the 16 airport managers reported that an existing strategic or business plan was the basis for establishing their marketing goals and, in some cases, was augmented by a SWOT analysis or a customer satisfaction survey. Eleven of the 16 airport managers indicated that marketing goals developed as a response to an "urgent situation" that required attention. Read the entire page →
From page 168... ... Source: Airport Manager Survey, 2008 Marketing Tools You Found to Be Effective -- Airport managers also reported that the airport website was most effective, followed by press releases and articles. Networking Activities in Which You Have Participated -- Most managers spend time networking. Read the entire page →
From page 169... ... This is most likely true because measuring marketing effectiveness is difficult, time consuming, and expensive to do in a quantitative/scientific manner, and many survey respondents are resource constrained. Airport Survey Methodology and Findings 169 0 2 4 6 8 10 12 14 16 18 Meet with existing tenants on regular basis Participation in state 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 Responses Exhibit 18.7 -- Networking Activities. Read the entire page →
From page 170... ... 18.3 COMMERCIAL SERVICE AIRPORTS 18.3.1 DESCRIPTION OF PROCESS The research team identified 15 commercial service airports for possible interviews based on the following factors: • Geographic diversity within the lower 48 states • Enplanements -- small airports were selected 170 Marketing Guidebook for Small Airports Read the entire page →
From page 171... ... Airport Survey Methodology and Findings 171 Airport State Code 2007 Enplanements Bradford Pennsylvania BFD 3,037 Casper Wyoming CPR 75,191 DuBois Pennsylvania DUJ 7,168 Ft. Wayne Indiana FWA 286,259 Huntington West Virginia HTS 60,566 Huntsville Alabama HSV 605,855 Latrobe Pennsylvania LBE 13,406 Newport News Virginia PHF 512,536 North Platte Nebraska LBF 10,201 Rhinelander Wisconsin RHI 37,381 Shendoah Valley Virginia SHD 4,645 Tupelo Mississippi TUP 27,677 Source: Airport Manager Survey, 2008 18.3.2 FINDINGS Although the number of airports interviewed was too small a sample to be statistically representative of small commercial service airports in the United States, the process yielded a number of useful findings. Read the entire page →
From page 172... ... 8 10 12 14 Printed newsletter Airport economic impact brochure Air shows Magazine ads Electronic newsletter Advertising on other websites Student education events Printed marketing brochure Billboards Radio ads TV ads Chamber lunch Airport open houses Newspaper ads Articles in newspapers or magazines Press releases Airport website Some A Lot Source: Airport Manager Survey, 2008 • Nearly all airports reported using their website, press releases, and articles in newspapers and magazines to help market the airport. Read the entire page →
From page 173... ... EFFECTIVENESS OF DIFFERENT TECHNIQUES • Most airports reported that local press coverage was an effective marketing tool, as were meetings with local business and civic groups. One airport emphasized that issuing press releases leads to good radio and television coverage, and that the airport helped build good media relations by always having a story ready when the local media needed one. Read the entire page →
From page 174... ... 174 Marketing Guidebook for Small Airports 0 1 2 3 4 5 6 >$100,000$50,001$100,000 $10,001$20,000 $20,001$50,000 $5,001$10,000 $2,501$5,000 <$2,500 Exhibit 18.10 -- Annual Spending on Marketing. Source: Airport Manager Survey, 2008 Read the entire page →
From page 175... ... • As shown in Exhibit 18.11, a majority of airports interviewed work closely with local chambers or economic development groups and made use of advertising agencies. Five airports reported using outside consultants to assist in their marketing activities. Read the entire page →

From page 136...

... It is intended to elicit your first impression or "top of mind awareness" and whether you record your responses or simply keep them "in mind," it is a useful thought starter for the SWOT analysis. Exhibit 13.1 -- SWOT Primer.