BACKGROUND

Small airports are often under pressure to explain their contribution to the community or justify their very existence. Yet these same airports are under pressure to keep expenses down. These conflicting demands require efficient and effective marketing practices and do not allow for the “trial-and-error” method when resources are scarce. Airports currently use a variety of marketing practices to retain and build business, strengthen relationships with their target audiences, and develop air service. There is a need to educate airport decision-makers as to the factors that influence the airport marketing effort and to identify, assess, and share the most successful practices with the rest of the airport industry.

OBJECTIVE

The objective of this research is to develop a guidebook for small airport marketing, external communications, and public information. The guidebook should describe effective airport marketing practices, provide guidance in their use, and assist airports in developing an airport marketing strategy.

Accomplishment of the project objective will require at least the following tasks.

TASKS

Tasks are:

1. Conduct a thorough review of relevant literature, existing research, published practical guidance, and other appropriate material to establish the current state of the industry relevant to airport marketing, external communications, and public information. Examine lessons learned through marketing practices in other industries. Collaborate with industry associations to identify and locate relevant material. Organize and categorize this material for future use in this project.
2. Prepare a preliminary list of key components and marketing elements needed to establish a complete marketing strategy. These will include, at a minimum

1. fundamental airport marketing objectives (e.g., community support, enplanement growth, revenue growth or diversity, aircraft operations increases, based aircraft increases);
2. a comprehensive list of target markets to achieve these objectives; and
3. a preliminary list of marketing practices targeting these markets, including a methodology for measuring the effectiveness of these marketing practices.

Prepare an annotated outline for the Task 6 guidebook, including a description of its structure, format, and content.

3. Develop a detailed plan to refine and validate the preliminary list and outline proposed in Task 2 with a representative cross section of airports, airlines, and other appropriate organizations. The plan may include interviews, workshops, focus groups, or other means. The detailed plan shall describe the type and method of information to be collected and proposed sample questions and establish reasonable expectations for the quantity and quality of responses.
4. Conduct the approved Task 3 plan.
5. Prepare an interim report that analyzes, describes, categorizes, and comments on the material collected in Tasks 1 through 4. The interim report should include a refined list of key components and marketing elements to be included in the guidebook. In addition, the interim report should include fully developed sample sections of the guidebook, including

1. objectives, audiences, and practices;
2. a decision matrix to assist in the selection of the most effective marketing practices;
3. a glossary of terms;
4. frequently asked questions;
5. available resources;
6. measures of success; and
7. a draft comprehensive educational overview of airport marketing, external communications, and public information.

6. Prepare the guidebook as a stand-alone document with three sections. The guidebook should be easy to read and understand and be written at a level of complexity appropriate for persons who may not be familiar with the details of airport marketing. Section 1 should educate the reader on the current state, importance, and objectives of airport marketing, external communications, and public information and the realistic roles and responsibilities of marketing partnerships. It should also describe the purpose, structure, and components of a complete airport marketing strategy. Section 2 should discuss assessing target market audiences; defining airport marketing practices; and discussing the relative merits of each practice, including

1. the effectiveness under a variety of market environmental conditions,
2. advantages and disadvantages,
3. required resources and steps to implement,
4. a decision matrix to assist in the selection of the most effective marketing practices,
5. the methodology used to measure success, and
6. a comparison of traditional versus non-traditional practices.

Categorize practices by the particular type of audience targeted and the original objective for employing the technique. Section 3 should include

1. a glossary of terms and definitions,
2. frequently asked questions,
3. reference resources, and
4. useful case studies.

7. Submit the guidebook and a final report that documents the entire research effort, explains and justifies recommendations, and provides background information used in the development of the guide. Include an executive summary in the final report and provide recommendations for further research.