ACRP Report 28: Marketing Guidebook for Small Airports
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ACRP Report 28:
Marketing Guidebook for Small Airports
(2010)
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Overview

Authors

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.

Topics

  • Transportation — Aviation
  • Transportation — Administration and Management
  • Transportation — Economics
  • Transportation — Finance

Publication Info

187 pages | 8.5 x 11
Contents

Table of Contents

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

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