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Current Challenges Facing General Aviation Airports Marketing Guidebook for Small Airports ACRP Report 28. 2012 Association of California Airports Fall Conference Jack Thompson, CM, LEED AP BD+C. Reasons to have a Marketing Plan. Source: KRAMER aerotek, inc. A Marketing Plan Addresses….
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Current Challenges Facing General Aviation AirportsMarketing Guidebook for Small AirportsACRP Report 28 2012 Association of California Airports Fall Conference Jack Thompson, CM, LEED AP BD+C
Reasons to have a Marketing Plan Source: KRAMER aerotek, inc.
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 Source: KRAMER aerotek, inc. • Do you want to… • Gain community support • Retain current tenants • Attract new businesses • Lobby funding partners • Fill vacant hangars • Sell more fuel
Target Audience • Pilots • Tenants • Businesses • Community • Funding Partners • Local • State • FAA
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 Source: Oliver Wyman “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.”
Airport Cooperative Research Program • Get involved • Submit a problem statement • Serve on a panel • More info at: • www.trb.org/ACRP/ACRP.aspx http://onlinepubs.trb.org/onlinepubs/acrp/acrp_rpt_028.pdf
Thank You.Jack E. Thompson, Jr., CM, LEED AP BD+CManaging EngineerTel: (407) 422-1118 ext 3405jthompson@cscos.com