ACRP Report 28:

Marketing Guidebook for Small Airports

Status: Not for Sale

Size: 187 pages, 8.5 x 11

Publication Year:2010

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Authors:
Lois Kramer; Peggy Fowler; Robert Hazel; Melissa Ureksoy; Gary Harig; Transportation Research Board
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TRB's Airport Cooperative Research Program (ACRP) Report 28: Marketing Guidebook for Small Airports explores development of a marketing program for general aviation or commercial service airports on a small or minimal budget.

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Table of Contents
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Front Matter	i-xi
Part 1 - Introduction to Airport Marketing	1-1	(skim)
1.1 Overview	2-2	(skim)
1.2 How Airports Use Marketing and Public Relations	3-3	(skim)
1.3 Navigating the Guidebook	4-4	(skim)
2.1 How Greeley-Weld County Airport Crafted Its Marketing Plan	5-5	(skim)
2.2 What Goes into a Marketing Plan?	6-6	(skim)
2.3 Seven Steps to Prepare and Execute a Marketing Plan	7-9	(skim)
Part 2 - Preparation and Execution of a Marketing Plan	10-10	(skim)
3.2 Assemble the Planning Team	11-11	(skim)
3.3 Brainstorm the Marketing Issues	12-12	(skim)
3.4 Marketing Goals and Objectives - First Draft	13-18	(skim)
3.5 Research Findings: Marketing Goals Reported by Airport Managers	19-21	(skim)
4.2 SWOT Analysis	22-28	(skim)
4.3 Resource Assessment	29-31	(skim)
4.4 Conclusions	32-32	(skim)
5.1 Step 3 - Revise Goals and Objectives	33-33	(skim)
5.3 Target Audience	34-34	(skim)
5.4 Message	35-35	(skim)
5.5 Actions - Marketing Tactics	36-39	(skim)
6.2 Cost of Different Tools	40-40	(skim)
6.3 Tools Airports Use Today	41-43	(skim)
6.4 Tools Airports Consider Most Effective	44-44	(skim)
6.5 Cost and Effectiveness Matrix	45-46	(skim)
6.6 Essential Marketing Tools for All Airports	47-47	(skim)
7.1 Core Components of a Marketing Plan	48-48	(skim)
7.2 Action Plan	49-52	(skim)
7.4 Putting the Principles to Work - Community Support Case Study	53-55	(skim)
7.5 Importance of a Powerful Executive Summary	56-56	(skim)
8.1 Step 6 - Execute the Plan	57-57	(skim)
8.2 Step 7 - Monitor and Evaluate the Plan	58-60	(skim)
8.4 Funding Sources	61-64	(skim)
Part 3 - Implementation of the Plan	65-65	(skim)
9.2 Categories of Marketing Tools	66-68	(skim)
10.1 What Is Public Relations?	69-69	(skim)
10.2 Earned Media	70-77	(skim)
10.3 Public Speaking	78-79	(skim)
10.4 Events	80-82	(skim)
10.5 Promotions	83-86	(skim)
10.6 Sponsorships and Volunteering	87-88	(skim)
10.7 Other Public Relations Materials	89-92	(skim)
11.1 Types of Advertising Tools	93-93	(skim)
11.2 Print Media	94-100	(skim)
11.3 Signage	101-106	(skim)
11.4 Multi-Media: Radio, Television, and Video	107-109	(skim)
11.5 Internet and Website Tools	110-118	(skim)
12.1 Business, Civic, and Non-Profit Networking Opportunities	119-121	(skim)
12.2 Networking with Professional and Industry Organizations	122-122	(skim)
12.3 Tradeshows and Conferences	123-126	(skim)
12.4 Strategic Partnerships	127-129	(skim)
12.6 Contact Managers and Networking Tools	130-134	(skim)
Part 4 - Additional Resources	135-135	(skim)
13.1 SWOT Primer	136-136	(skim)
13.2 SWOT Examples	137-137	(skim)
13.3 SWOT Analysis Worksheet	138-138	(skim)
13.4 Marketing Inventory Worksheet - Human Resources	139-139	(skim)
13.5 Marketing Inventory Worksheet - Financial Resources	140-140	(skim)
13.6 Marketing Action Plan	141-141	(skim)
13.7 Marketing Record	142-142	(skim)
14.1 Greeley-Weld County Airport	143-144	(skim)
14.2 Houma-Terrebonne Airport	145-147	(skim)
14.3 Arnold Palmer Airport	148-153	(skim)
Chapter 15 - Frequently Asked Questions	154-154	(skim)
Chapter 16 - Glossary	155-156	(skim)
Chapter 17 - Bibliography	157-162	(skim)
18.2 General Aviation Airports	163-169	(skim)
18.3 Commercial Service Airports	170-175	(skim)
Abbreviations used without definitions in TRB publications	176-176	(skim)

Description

TRB's Airport Cooperative Research Program (ACRP) Report 28: Marketing Guidebook for Small Airports explores development of a marketing program for general aviation or commercial service airports on a small or minimal budget.

View information about the TRB webinar on ACRP Report 28: Marketing Guidebook for Small Airports Tuesday, April 6, 2010 at 2 PM EDT.

ACRP Report 28:

Marketing Guidebook for Small Airports

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