Marketing Guidebook for Small Airports (2010) / Chapter Skim
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Pages 1-9

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From page 2...
... 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.
From page 3...
... Exhibit 1.1 -- Reasons to Market the Airport.  Attract additional activity or business to the airport  Keep existing tenants  Increase the number of based aircraft & hangars Airport Business  Attract passengers  Solidify existing service  Pursue new air service opportunities Air Service  Rally support for the airport  Inform the community, other stakeholders, and funding agencies Support All airports, regardless of size, engage in marketing on a regular basis.
From page 4...
... • 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.
From page 5...
... and made his marketing plan a special student project. Greeley-Weld County Airport created three strategic documents on a very small budget.
From page 6...
... 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)
From page 7...
... 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.
From page 8...
... 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?
From page 9...
... 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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