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From page 66... ... 9.1 INDEX OF MARKETING TOOLS Exhibit 9.1 provides an alphabetical listing of the marketing tools described in Chapters 10 through 12, along with an estimate of the relative cost of each tool and the perceived effectiveness of the tool when used by commercial service and general aviation airports. The important qualifications to note in using the index are as follows: • The index includes an estimate of the relative cost of individual tools. Read the entire page →
From page 67... ... Advertising - Radio Advertising - Trade Journals Advertising - TV Air Shows Articles - Newspaper, Magazine Awards & Special Recognitions Banners, flags, awnings Board Participation - Non-Profit Organizations Contact Managers Contests & Drawings Customer Satisfaction Surveys Digital Video Direct Mail Earned Media Economic Impact Studies Educational Programs Free Services & Amenities Giveaways Interviews (Radio and TV) Lobbying Marketing Brochure Networking - Business, Civic, Non-Profit Groups Networking - Professional & Industry Organizations Networking - Strategic Partnerships Networking - Tradeshows & Conferences Newsletter - Electronic Newsletter - Print Open Houses Outdoor Advertising - Other Press Coverage - Newspaper, TV, Radio Press Kit Press Releases Promotions Public Service Announcement Public Speaking Rates & Charges Reductions Signage - Banners, Displays Speeches - Chambers and Business Associations Speeches - Dedications & Community Events Sponsoring Community Events Sponsoring Interns & Students Testimonials Volunteering Website White Papers Essential Tool Cost $$ - $$$ $$ - $$$ $ - $$ $ - $$$ $ - $$$ $$ - $$$ $$ $ - $$ $$$ $$$ $ $ $ - $$ $ $ $ - $$$ $ $$ $$ - $$$ $ $$ - $$$ $ - $$$ $ - $$$ $ - $$$ $ $ - $$$ $ - $$ $ $ $ $ $ $$ $ - $$$ $$ - $$$ $ $ $ $ - $$$ $ $ $ - $$$ $ - $$ $ $ $ - $$$ $$ $ $ $ - $$$ $ - $$ Page 102 96 110 94 94 103 108 94 108 81 94 76 104 89 130 84 90 109 96 70 90 82 85 85 76 130 96 119 122 127 123 90 90 81 101 70 72 73 83 76 78 86 101 79 79 88 87 91 87 110 92 General Aviation ● ● ● - ● ● ● ● ● ● - ● ● ● ● ● ● - ● ● ● ● ● ● ● ● ● ● - ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● - ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● - ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Effectiveness Key Costs Effectiveness Divided Opinions on Effectiveness $ - $$$$ Source: Oliver Wyman, March 2009 Read the entire page →
From page 68... ... This chapter describes the major public relations categories including the following: • Earned media -- free media as opposed to paid media or advertising, which may be gained through the use of press releases, interviews, awards, etc. • Public speaking -- at multiple venues, including chamber of commerce events, dedications, educational workshops, and charity events • Events -- air shows and open houses • Promotions -- contests and drawings, giveaways, free services • Sponsorships and volunteering -- ways to garner publicity in addition to contributing to the community Chapter 11, Advertising Tools, includes a description of the primary categories of advertising tools: • Print media -- including print ads in newspapers, magazines, and trade journals; direct mail pieces (e.g., post cards, flyers, etc.) Read the entire page →
From page 69... ... 10.1.1 PUBLIC RELATIONS VERSUS ADVERTISING The basic difference between public relations and advertising is that public relations involves getting free publicity for the airport -- from news conferences to press releases -- while advertising involves payment for advertising. Although public relations activities are not truly free because they require staff time and other resources, they involve much less cost than traditional advertising. Read the entire page →
From page 70... ... Perhaps the most effective tool in the quest to have the largest possible marketing campaign at the lowest cost is earned media. Many airports are adept at getting media attention through press releases, featured articles and stories, interviews on radio and television, and public services announcements. Read the entire page →
From page 71... ... Apart from being free, another important aspect of earned media is that the coverage may have greater credibility because it is news, not advertising, and the coverage may attract more attention than paid advertising because it is news. Public Relations Tools 71 Types of Earned Media Press ReleasesPress Kit & MediaContact List Interviews (Radio & TV) Read the entire page →
From page 72... ... 72 Marketing Guidebook for Small Airports Effectiveness Cost Commercial Service General Aviation Essential Tool ✪ $ ••• ••• Read the entire page →
From page 73... ... Press releases may get lost in larger markets where they are competing against many other information sources, but in smaller markets, they appear to draw attention. The press releases prompt local newspapers, magazines, and radio and television stations to provide coverage both through their primary medium and on the Internet. Read the entire page →
From page 74... ... • Develop relationships with contacts within media organizations over time and nurture those relationships. EXAMPLES OF AIRPORT PRESS RELEASES Exhibit 10.5 is an excerpt from a press release issued by the Arnold Palmer Regional Airport in Westmoreland County, Pennsylvania. Read the entire page →
From page 75... ... . Source: Arnold Palmer Regional Airport 10.2.4 FEATURED ARTICLES AND STORIES Public Relations Tools 75 Effectiveness Cost Commercial Service General Aviation Essential Tool ✪ $ ••• ••• Definition: Airports usually have good relationships with local newspapers and can encourage travel articles that mention the airfares and air service available from the local airport. Read the entire page →
From page 76... ... These days, public service announcements about airports are typically about security levels and safety. 10.2.7 AWARDS AND SPECIAL RECOGNITION Definition: Awards and special recognition provide a way for airports to attract earned media, either through a press release, featured article, or interview. Read the entire page →
From page 77... ... GREELEY-WELD COUNTY AIRPORT AND BUSINESSES RECEIVE SERVICE AWARD The Greeley-Weld County Airport, and two of its based businesses, will be the recipients of the "2005 Outstanding Airport" awarded by the Colorado Pilots Association this Saturday, November 5th, 2005 at Centennial Airport in Englewood. The award is presented by the Colorado Pilots Association to those airports and airport businesses which have provided exceptional service to the flying public. Read the entire page →
From page 78... ... The Internet is also an excellent way to distribute press releases and press kits. 10.3 PUBLIC SPEAKING 78 Marketing Guidebook for Small Airports Effectiveness Cost Commercial Service General Aviation Essential Tool ✪ $ ••• ••• Definition: Public speaking opportunities permit airport managers to tell their story in a public setting and are available in a variety of arenas including business, civic, professional, and educational, some certainly more formal than others. Read the entire page →
From page 79... ... Many airport managers develop a basic presentation using Microsoft PowerPoint and customize a few slides for specific audiences. USING POWERPOINT PRESENTATIONS EFFECTIVELY • Do not read the slides to your audience. Read the entire page →
From page 80... ... Other airport managers question the value of air shows and open houses because of the amount of work involved and the disruption to airport operations. There is also some question among airport managers as to whether these events result in new or increased business for the airport during the rest of the year. Read the entire page →
From page 81... ... One of the main public relations benefits of air shows is the volume and variety of earned media that accompanies such an event. 10.4.2 OPEN HOUSES Effectiveness Cost Commercial Service General Aviation $-$$$ •-•• Read the entire page →
From page 82... ... 10.4.3 EDUCATIONAL PROGRAMS 82 Marketing Guidebook for Small Airports Effectiveness Cost Commercial Service General Aviation $-$$$ • •• Definition: Educational programs include a variety of programs such as the Young Eagles designed to educate young people (primarily) about aviation and to promote an interest in aviation. Read the entire page →
From page 83... ... 10.5 PROMOTIONS Public Relations Tools 83 Effectiveness Cost Commercial Service General Aviation $-$$$ • • Cost of Events (Time & Money) $ $$ $$$ Educational Programs for Students Airport Open Houses Full Scale Air Shows Read the entire page →
From page 84... ... These are described in Section 10.5.4 for general aviation. For a full discussion of rates and charges reductions directed to commercial service air carriers, see ACRP Report 18: Passenger Air Service Development Techniques. Read the entire page →
From page 85... ... 10.5.2 GIVEAWAYS Public Relations Tools 85 Effectiveness Cost Commercial Service General Aviation $-$$$ • • Definition: Giveaway items are used to promote or advertise the airport, creating a top of mind awareness by incorporating the airport's brand (name, logo, and tag line) into the specific items. Read the entire page →
From page 86... ... 10.5.5 OTHER PROMOTIONS USED TO INCREASE COMMERCIAL SERVICE A variety of other promotional techniques have been applied to persuade passenger air carriers to initiate or continue air service. These include financial contributions from local businesses to market the airport, special local taxation earmarked for air service programs, frequent flyer incentives purchased by the local community, business fare reductions in exchange for community support, advance ticket purchase programs, and direct Read the entire page →
From page 87... ... Developing reciprocal relationships through student internships with high schools, community, and 4-year colleges benefits the students, the schools, and the airport. It is a winning arrangement for the community and the airport, and one that airport managers should seriously consider when looking for resources to help with airport marketing and public relations activities. Read the entire page →
From page 88... ... The event was a tremendous success which celebrated the many amazing stories, businesses, events, and people who have uniquely shaped Centennial to become the exceptional airport it is today." Source: Centennial Airport via http://www.centennialairport.com/article-1213820548, 2008 10.6.2 SPONSORING NON-PROFIT COMMUNITY EVENTS 88 Marketing Guidebook for Small Airports Effectiveness Cost Commercial Service General Aviation $-$$$ •• •• Definition: Airports can make small cash contributions or help host charitable events, by offering the use of empty hangar space that can be turned into the venue for such events. There are many good causes to support -- education, health care, housing, the environment, and others -- that, with the proper attention, build strong communities. Read the entire page →
From page 89... ... They also get people to the airport who might not otherwise visit. 10.6.3 VOLUNTEERING Public Relations Tools 89 Effectiveness Cost Commercial Service General Aviation $ • • Definition: There are many volunteer opportunities where airport staff can get involved. Read the entire page →
From page 90... ... They are typically posted on the airport website, summarized as part of the airport's marketing brochure, or issued as a stand-alone document. 90 Marketing Guidebook for Small Airports Effectiveness Cost Commercial Service General Aviation $ • • Effectiveness Cost Commercial Service General Aviation $-$$ •• •• Effectiveness Cost Commercial Service General Aviation $-$$$ • •• Read the entire page →
From page 91... ... 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 general aviation airport, Central Colorado Regional Airport in Buena Vista, Colorado. Read the entire page →
From page 92... ... " Lori Kelly Source: Region of Waterloo International Airport 10.7.5 WHITE PAPERS 92 Marketing Guidebook for Small Airports Effectiveness Cost Commercial Service General Aviation $-$$ • • Definition: "White papers" cover a broad category of general issue papers written to further a specific airport goal. They may cover the issues surrounding a particular development project, sensitive noise issues, changes in air service, and so forth. Read the entire page →
From page 93... ... Advertising Tools Multi-Media ToolsSignagePrint MediaInternet & Websites Source: Oliver Wyman • Internet and website tools -- including the airport website, as well as email distributions, and Internet advertising. • Print media -- including print ads in newspapers, magazines, and trade journals; direct mail pieces (e.g., post cards, flyers, etc.) Read the entire page →
From page 94... ... 94 Marketing Guidebook for Small Airports Cost of Print Media $ Business Cards, Stationery, Testimonials $$ Black & White Advertisements, Marketing Brochures & Direct Mail $$$ Color Magazine or Newspaper Advertisements, Brochures Source: Oliver Wyman 11.2.1 PRINT ADS Effectiveness Tool Cost Commercial Service General Aviation Newspaper Ad $-$$$ ••• • Magazine Ad $-$$$ • • Trade Journal Ad $-$$ • ••-••• Definition: Print ads run in newspapers, magazines, and trade journals for a predetermined frequency and period of time to (1) promote the airport and its products and services, (2) Read the entire page →
From page 95... ... Exhibit 11.3 -- Brainerd Lakes Regional Airport, Minnesota Air Service Advertisement. Advertising Tools 95 Source: Brainerd Lakes Regional Airport 2006 Read the entire page →
From page 96... ... Exhibit 11.4 -- Fly Lansing Direct Mail Campaign. 96 Marketing Guidebook for Small Airports Source: Capital Region International Airport, Lansing, Michigan 11.2.3 MARKETING BROCHURES Effectiveness Cost Commercial Service General Aviation $-$$ •• ••• Read the entire page →
From page 97... ... Advertising Tools 97 Source: Arnold Palmer Regional Airport 11.2.4 SUGGESTIONS FOR PRINT MEDIA CONTENT When designing print media, consider the following points about your content: • Use a consistent message and brand in all print materials so that targeted audiences can easily recognize and remember the airport. Once the hard work of developing the airport's logo, tagline, colors, and graphics is completed, this marketing collateral can be used over and over again, not only in printed advertising, but also on the airport's website. Read the entire page →
From page 98... ... 98 Marketing Guidebook for Small Airports Source: Longmont Vance Brand Municipal Airport 11.2.5 TIPS FOR MANAGING THE COST OF PRINT MEDIA Print media can get expensive. Here are the factors that will influence your total expense for a particular print advertisement: • Black and white or color (and how many colors? Read the entire page →
From page 99... ... Advertising Tools 99 Source: Co-sponsored by San Luis Obispo Regional Airport and Delta Airlines, prepared by Sixel Consulting Group Read the entire page →
From page 100... ... 100 Marketing Guidebook for Small Airports Source: Co-sponsored by the City of St. Cloud and Northwest Airlines FOR DIRECT MAIL -- TARGET THE AUDIENCE/GET VOLUNTEERS TO PREPARE THE MAILER The price of direct mail includes the cost to produce the mailer (e.g., postcard, flyer, etc.) Read the entire page →
From page 101... ... Permanent, Rotary, & Digital Billboards & Posters (Production plus per month/per unit) Source: Oliver Wyman 11.3.1 OUTDOOR ADVERTISING Outdoor advertising includes billboards, posters, digital displays, buses, and shelters and benches (not typically used by airports) Read the entire page →
From page 102... ... The main drawback of traditional billboards is that they are expensive, both to pay for the billboard location and the development costs for design and printing of the billboard itself. Billboards are used to make a general statement about the convenience of the local airport, as shown in Exhibit 11.10: Exhibit 11.10 -- Harrisburg International Airport Billboard. Read the entire page →
From page 103... ... Digital displays, which are replacing some traditional billboards, offer the capability of making inexpensive changes in message. Sometimes, they are also less expensive than traditional billboards because they carry multiple advertisements with any single ad showing for 10 seconds at a time. Read the entire page →
From page 104... ... 11.3.2 PORTABLE BANNERS, FLAGS, AND AWNINGS Effectiveness Cost Commercial Service General Aviation $-$$ •-•• •-•• Definition: Portable signs are signs with messages and graphics printed on cloth that can come in different shapes and sizes; usually as a flag, banner, or awning. They can be flexibly used both inside and outside and, because they are light weight, they are portable and reusable. Read the entire page →
From page 105... ... Poster Posters Billboards Digital Displays Typical Overall Sizes 5' × 11' 10.5' × 22.8' 14' × 48' 14' × 48' 10.5' × 22.8' Altoona, PA 99,862 $180 $793 $2,300 $2,000 St. Cloud, MN 138,158 Not available $705 $2,500 $3,100 Corpus Christi, TX 425,000 $170 $675 $2,354 $5,350 Youngstown, OH 433,973 $320 $1,052 $4,110 $1,800 Bakersfield, CA 510,300 $238 $1,047 $4,280 $8,025 Chicago, IL 5,188,500 Not available $1,070 $9,630 $12,000 Source: Lamar Advertising Company The cost for portable signs such as flags, banners, and awnings can be very reasonable. Read the entire page →
From page 106... ... investigate their graphics department as a lower cost option to develop the graphics. • Outdoor Advertising Always negotiate the price of placement of an outdoor advertisement. Read the entire page →
From page 107... ... Exhibit 11.14 -- Video Webcam at Jefferson County International Airport. Advertising Tools 107 Source: Jefferson County International Airport, operated by the Port of Port Townsend, Washington 2009 Read the entire page →
From page 108... ... Small commercial service airports are divided in their opinion as to the effectiveness of radio advertising. Some have found it to be effective, while others have not. Read the entire page →
From page 109... ... This technology when combined with the reach of the Internet offers a variety of marketing applications. Here are a few ways that airports currently use streaming video: • Webcams of the airport • Video slide shows or movies with narration showing different aspects of the airport or new development projects used for marketing prospects, at trade shows, or on websites • Video ads or banners on linked websites • Video interviews on airport websites • Airport air shows or other special events 11.4.4 COST OF MULTI-MEDIA Radio and television advertising involves some of the same cost components as print media and signage: • Artistic direction, placement negotiation, oversight • Script development • Recruitment and cost of actors • Production of actual media • Placement (location) Read the entire page →
From page 110... ... 3. Optimize search engine visibility to increase the airport's position and presence on the Internet. Read the entire page →
From page 111... ... 11.5.1 AIRPORT WEBSITE Effectiveness Cost Commercial Service General Aviation Essential Tool ✪ $-$$$ ••• ••• Definition: Airport websites may be thought of either as (1) an electronic marketing brochure or (2) Read the entire page →
From page 112... ... As a stand-alone website, viewers can easily locate it with an Internet search engine and one click. 11.5.3 REMEMBER THE IMPORTANCE OF ATTRACTING VISITORS TO THE WEBSITE Small airport websites are not a natural destination for many Internet users, so it is important to think of ways to make travelers, general aviation pilots, and others want to use the local airport site. Read the entire page →
From page 113... ... Minimum standards Contact information • Additional Website Content. The following list contains additional content for the website: Air service schedules Flight status Links to air carriers serving the airport Press kit and press releases Video streaming content (e.g., about the airport or development opportunities) Read the entire page →
From page 114... ... pageid=318 The second example is Natrona County International Airport in Casper, Wyoming. Casper serves as the second largest airport in Wyoming, and the Casper website offers a current schedule of daily departures. Read the entire page →
From page 115... ... Exhibit 11.19 -- Natrona County International Airport Website. Advertising Tools 115 Source: Website prepared by Big Wind Media, Inc., for Casper/Natrona County International Airport, http://www.iflycasper.com 11.5.5 DYNAMIC AND PASSIVE LINKS ARE IMPORTANT Links on an airport website can provide direct access to the following: 1. Read the entire page →
From page 116... ... It is also possible to purchase higher rankings on all the search engines (and there are many today) Read the entire page →
From page 117... ... Many airports already produce newsletters, press releases, and other streams of information that are published as hard copy, loaded onto a website, or distributed via email or a desktop browser. E-newsletters are electronic versions of 1 to 4 page newsletters typically published monthly or quarterly. Read the entire page →
From page 118... ... 118 Marketing Guidebook for Small Airports Relative Costs of Internet Presence $ $$ $$$ Brochure Type Website E-Blasts RSS Feed Content Driven Websites with Reciprocal Links E-Newsletters Content Driven Websites with Dynamic Links Paid for Search Engine Viability Source: KRAMER aerotek, inc. The cost of a website will vary widely, depending on what the airport decides to accomplish (see Exhibit 11.22) Read the entire page →
From page 119... ... Business, civic, and non-profit networking groups are found in almost all communities, regardless of their size. Not all of these specific organizations may be represented in all communities, but most towns will have some combination of the following: • Chambers of commerce • Economic development organizations • Community service groups, such as Rotary, Elks, Masons, Kiwanis • Universities, colleges, and aviation education • Youth programs (Boy Scouts, Girl Scouts, Young Eagles) Read the entire page →
From page 120... ... Many airport managers effectively use their local economic development organization to recruit and attract enterprises that could locate on the airport or in an adjacent industrial park. 120 Marketing Guidebook for Small Airports Read the entire page →
From page 121... ... 3. University administrators and tenured faculty members have extensive networks of their own that airport managers can tap. Read the entire page →
From page 122... ... Many of these organizations also offer professional development courses. The following is a list of some of those organizations: • AAAE: American Association of Airport Executives • ACI–NA: Airports Council International–North America • ACRP: Airport Cooperative Research Program • AOPA: Aircraft Owners and Pilots Association • EAA: Experimental Aircraft Association • GAMA: General Aviation Manufacturers Association • HAI: Helicopter Association International • IATA: International Air Transport Association Airport Advisors • NASAO: National Association of State Aviation Officials • NATA: The National Air Transportation Association • NBAA: National Business Aviation Association • PAMA: Professional Aviation Maintenance Association • State Airport Operators Associations • TRB: Transportation Research Board All these organizations sponsor conferences and have active committees that are fertile ground for networking among industry leaders, experts, and relevant businesses. Read the entire page →
From page 123... ... Networking Opportunities 123 Effectiveness Cost Commercial Service General Aviation $ ••• ••• Read the entire page →
From page 124... ... Attendees also have the opportunity to view new products and services and network with many industry representatives. 12.3.2 AIR SERVICE CONFERENCES ACI–NA Jumpstart® Conference http://www.aci-na.org/conferences ACI–NA JumpStart Air Service Development Program was launched in 1997 by ACI–NA members as a forum to improve the communication process in the air service arena between airports and airlines. Read the entire page →
From page 125... ... The conference is designed to provide airport managers the opportunity to discuss and share information about the status of the airline industry, air service initiatives, and programs. 12.3.3 AVIATION FORECAST CONFERENCE FAA Aviation Forecast Conference http://www.faa.gov/news/conferences_events/ The annual FAA Aviation Forecast Conference, held in March or April, provides an opportunity for members of the aviation community to discuss their views on the future of the aviation industry. Read the entire page →
From page 126... ... The conference provides opportunities to learn more about pressing issues in commercial and military MRO and aircraft interiors. The following are statistics from the website regarding this conference: • 91% of MRO Exhibitors connected with prospects they hoped to meet • 21% of MRO Exhibitors CLOSED business on the show floor • 87% of MRO Exhibitors scheduled follow-up appointments • 94% of MRO Exhibitors made NEW business contacts • 95% of MRO Conference Attendees agree session information is timely and relevant • 74% of MRO Conference Attendees agree this information is not available elsewhere • 53% of Exhibition Hall Attendees revised their short list based on meeting exhibitors at MRO • 74% of Exhibition Hall Attendees made follow-up meetings • 23% of Exhibition Hall Attendees made buying decisions on the floor 12.3.6 AIRPORT AND STATE FOCUSED CONFERENCES AAAE F Read the entire page →
From page 127... ... Airports should choose conferences carefully, have specific goals in mind, schedule important meetings in advance, have a means to collect important contact information, and plan to follow up after the conference. 12.4 STRATEGIC PARTNERSHIPS Networking Opportunities 127 Effectiveness Cost Commercial Service General Aviation $ •-••• •-••• Definition: Today, it is common in the aviation industry to talk about strategic partnerships, alliances, and joint ventures. Read the entire page →
From page 128... ... If managed properly, strategic marketing alliances improve the odds for a successful outcome. 12.4.2 COMMON MARKETING ALLIANCES The following discussion provides some specific examples of how airports are strategically aligning themselves with stakeholders in the community to achieve their marketing goals. Read the entire page →
From page 129... ... TRAVEL INDUSTRY Travel agents are another logical strategic marketing ally. They are knowledgeable about air service and can convey to their clients the advantages and value of using the local airport. Read the entire page →
From page 130... ... 12.6 CONTACT MANAGERS AND NETWORKING TOOLS Effectiveness Cost Commercial Service General Aviation $ ••• ••• Read the entire page →
From page 131... ... Internet networking websites Which tools and method airport managers select to manage their contacts will depend on how contacts will be used for marketing activities. 12.6.2 CONTACT MANAGER TOOLS MANUAL CONTACT SYSTEMS Manual contact systems are used by most of us. Read the entire page →
From page 132... ... What does he/she recommend? • Will existing email or contact manager tools adequately support networking and marketing activities? Read the entire page →
From page 133... ... Networking Opportunities 133 Costs of Contact Manager Tools (Time & Money) $ $$ $$$ Word Processor Mailing List Email Address Books Maintained Manual Systems Customized Open Source CRM Tools CRM Software CRM Online Services Read the entire page →
From page 134... ... . Instant messaging has been widely adopted as an informal business communications tool, and is included because of its wide use. Read the entire page →

From page 66...

... 9.1 INDEX OF MARKETING TOOLS Exhibit 9.1 provides an alphabetical listing of the marketing tools described in Chapters 10 through 12, along with an estimate of the relative cost of each tool and the perceived effectiveness of the tool when used by commercial service and general aviation airports. The important qualifications to note in using the index are as follows: • The index includes an estimate of the relative cost of individual tools.