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

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

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.

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

“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 3405jthompson@cscos.com