1. 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

2. Reasons to have a Marketing Plan
Source: KRAMER aerotek, inc.

3. 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?

4. 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.

5. Target Audience Pilots Tenants Businesses Community Funding Partners
Local
State
FAA

6. 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

7. 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!

8. 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

9. Airport Cooperative Research Program
Get involved
Submit a problem statement
Serve on a panel
More info at:

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