Current Challenges Facing General Aviation Airports Marketing Guidebook for Small Airports ACRP Report 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  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 acrp_rpt_028.pdf  Get involved Submit a problem statement Serve on a panel More info at:

Thank You. Jack E. Thompson, Jr., CM, LEED AP BD+C Managing Engineer Tel: (407) ext 3405