Marketing Guidebook for Small Airports

Front Cover
Transportation Research Board, 2010 - Airports - 175 pages
This guidebook will help airport managers with small or minimal budgets to develop a marketing program for their general aviation or commercial service airport. The Guidebook discusses the basics of marketing, takes the reader through the process of developing and implementing a plan, presents approaches to marketing and public relations, provides worksheets and concludes with a selection of instructive case studies. The Guidebook provides ideas about how to regularly communicate with tenants and the community, how to effectively position the airport in the region, and how to develop and retain airport activity. Airport managers and those responsible for marketing and working with communities will find many useful worksheets and tools to assess their individual situation, set goals, and select from low cost strategies to deliver their message. This well-researched guidebook, with its easy to use techniques and worksheets along with real-world examples, will help those in the airport community to create and sustain a positive and persuasive airport identity and message.
 

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Contents

Chapter 3 Scope of Your Marketing Plan
11
Chapter 4 Environment and Resources
22
Chapter 5 Audience Message Actions
33
Chapter 6 Marketing Tools
40
Chapter 7 Characteristics of an Effective
48
the Plan
57
IMPLEMENTATION OF THE PLAN
66
Chapter 11 Advertising Tools
93
Chapter 12 Networking Opportunities
119
Chapter 13 Marketing Plan Worksheets
136
Chapter 14 Case Studies
143
Chapter 15 Frequently Asked Questions
154
Chapter 18 Airport Survey Methodology
163
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