current challenges facing general aviation airports marketing guidebook for small airports acrp...
TRANSCRIPT
Current Challenges Facing General
Aviation Airports
Marketing Guidebook for Small AirportsACRP Report 28
2012 Association of California AirportsFall Conference
Jack Thompson, CM, LEED AP BD+C
A Marketing Plan Addresses…
What are my marketing goals? Who are my target audiences? What is my message? How am I going to tell my story? How much time and money do I
have to invest? How will we measure success?
Marketing Goals
Do you want to…• Gain community support• Retain current tenants• Attract new businesses• Lobby funding partners• Fill vacant hangars• Sell more fuel
Source: KRAMER aerotek, inc.
How do we tell the story?
Airport Website – keep it updated Publish your own newsletter Low or no cost industry publications Local talk radio interview Befriend your local newspaper
reporter Attend and participate at workshops,
tradeshows and conferences
Opportunities
Chamber of Commerce Rotary Club, Kiwanis, VFW, Moose Lodge Historic Society School field trips Open house, pancake breakfast, fly-in Conferences Anyplace you can get anyone to listen!
Public Relations vs. 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.”
Source: Oliver Wyman
Airport Cooperative Research Program
http://onlinepubs.trb.org/onlinepubs/acrp/acrp_rpt_028.pdf
Get involved• Submit a problem
statement• Serve on a panel• More info at:www.trb.org/ACRP/ACRP.aspx
Thank You.
Jack E. Thompson, Jr., CM, LEED AP BD+CManaging Engineer
Tel: (407) 422-1118 ext [email protected]