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ACRPAirport Cooperative Research Program
Managing & Marketing Small AirportsModerated by Mike Salamone& Marci Greenberger
Tuesday, April 6, 2010
4 ways to become involved:– Submit a research idea, also called a Problem Statement.
– Volunteer to participate on a project panel. We reimburse for travel.
– Prepare a proposal to conduct research.
– Use our research results.
www.TRB.org/ACRP
Airport Cooperative Research Program
Information on ACRP(look for our brochures)
Search engineAll research projectsProject statements
(requests for proposals)
Anticipated projectsCRP publication lists
(how to order)
Registration form for receipt of RFPs
Forum for success stories
For More Information
Report 16 – Guidebook for Managing Small Airports• ACRP Project 01-01• Research Agency:
• University of Minnesota• Principal Investigator:
• James H. Grothaus• Subcontractors:
• AirportAdmin, LLC• Mead & Hunt• Professional Engineering
Services, Ltd.•ACRP SPO – Mike Salamone
ACRP Project Manager: Mike Salamone, CMSenior Program OfficerTransportation Research Board
Members:Gregory K DelavanAirport Director Kootenai County and Coeur d’Alene Airport
Joakim KarlssonProfessorDaniel Webster College
Rise Peters (deceased)AttorneySpiegel & McDiarmid
FAA Liaison: Paul L FriedmanACRP Project OfficerFederal Aviation Administration
Sharon GlasgowAirport Planning & Environmental Division Federal Aviation Administration
TRB Liaison: Christine GerencherSenior Program Officer Transportation Research Board
Chair: Linda HowardTexas DOT (formerly)
A01-01 Project Panel
Raymond L PolakManagerReno Stead Airport
Stephen P SalvoProject ManagerSnyder & Associates Inc.,
Project Objective:
Develop a guidebook to serve the small airport manager in the many diverse issues they face daily.
Provide a practical, easy-to-use resource outlining current techniques and recommended practices for small airport owners, operators, managers, and policy makers.
Provides current, comprehensive advice on resources and techniques that can be applied to meet the responsibilities of small airport management.
Project Outcome:
Airport Organization Governance Function & Roles of Airport Managers Regulatory Compliance Overview Airport Finance Airport Operations Airport Planning & Development Public Relations Commercial Service Operations Airport Education & Training
Governance Airport authorities Counties Municipalities Joint county-city commissions Park districts Port authorities Bi-state authorities Privately owned
Function & Roles of Airport Managers
Quality management Team-based management techniques Consistency and Standardized Methods
of Operation Communication tools and strategies Coordination Building Public Goodwill
Function & Roles of Airport Managers – Con’t Strategic Planning and Coordination Fiscal Responsibility Legal Responsibility Environmental Stewardship Public Safety
Airport Finance
Finance Topics Income Sources Grant Programs Federal, State, and Local
Funding Other Finance Topics
Finance Topics Developing a Budget Determining the Economic
Impact of Your Airport Revenue Generation Land Acquisition (Negotiating
and Paying Fair Market Value)
Fiscal responsibility is a critical component of airport administration involving the budgeting and expenditure of public and private funds. It is important to understand the financial position of the airport and communicate the economic impact of the facility.
Income Sources
Commercial land leases and rents T-hangar lease agreements Private hangar land lease Agricultural land lease Terminal concession rents Fuel flowage fees Landing and ramp fees
Grant Programs
FAA Airport Capital Improvement Plan
Airport Improvement Program (AIP)
Compliance with Grant Conditions
Airport Development
Federal, State, and Local Funding FAA AIP Funding
Passenger Facility Charges
State Grants
Local Funding
Airport Revenue
Airport Bonds
Other Capital Sources
Other Finance Topics Minimum Standards Flying Clubs Rules and Regulations Exclusive Rights Rates and Charges Terms and Conditions Liability and Insurance
Safety
Public, Employee, Tenant and Contractor Protection
Aircraft Fueling NOTAMs and Communication Airfield Driving Programs Wildlife Hazard Mitigation
In the survey conducted for this
report, the majority of airport managers cited
wildlife as their most significant safety
threat, followed closely by theft,
accidental aircraft incursions by the
public, and vandalism.
Maintenance Inspections and Surveillance
Preventive MaintenancePrograms
Landside Maintenance
A proven and effective method to operate an
efficient airport and reduce maintenance costs is to
establish preventive maintenance programs.
The adage “pay me now or pay me later” may
definitely be applied to this topic.
Suggested Airport Safety Self-Inspection Checklists
AC 150/5200-18C Appendices 1-4 / ChecklistsCondition of Facilities and EquipmentUseful for the airport and its operation Should be easy to use and understand Keep on file for easy reference
Security
Federal Regulations Safety Security Guidelines Incorporating State and Local Regulations Developing a Security Program Local Training and Familiarization Security Technology
Emergency Preparedness Airport Emergency
Plan Operational Planning
Procedures Aircraft Accidents
and Incidents Media Relations Preferred Practices
and Recommendations
Planning National Plan of Integrated Airport Systems (NPIAS) State and Regional Aviation System Plans Master Plans and ALPs Project Justification Compatible Land Use Plans Zoning Emerging Trends Consultant Selection
Development and Construction Standards
Design Development and Construction Plans Water Resources, Air Quality and Noise Hazardous Materials Due Diligence Environmental Audits Spill Prevention and Control Plans Wetlands Fish, Wildlife and Plants Farmlands Historical, Architectural, and Cultural Sustainability
Airspace & Approaches
14 CFR Part 77 Objects Affecting Navigable Airspace (FAR Part 77)
Code of Federal Regulations (CFR) Chapter 14, Part 77, establishes the standards for determining
obstructions to navigable airspace and prescribes the notification requirements for any construction or alteration potentially affecting navigable airspace
surrounding airports.
Marketing & Advertising
Developing a Marketing Plan Developing Marketing Strategies
and Priorities Measuring Success
Developing public relations is one of
the most important aspects of the job of an airport manager.
Promoting the airport in the
community and building relations on and off the airport is
critical to the success of
operating a public-use airport.
Public Relations Community Relations Media Relations Public Relations Perception of Airport
in the Community Hosting Public Events
(Airshows, Fly-Ins, Etc.)
Other Public Relations Topics
Community Relations Media Relations Public Relations Perception of Airport in the Community Hosting Public Events
(Airshows, Fly-Ins, Etc.)
Commercial Service History and Overview
Commercial Passenger ServicePositives of Air Service for a Community
Community Compatibility Master Planning Issues Essential Air Service (EAS) Program Airline Use Agreements
Education & Training Topics
Developing a Training Program Developing an Airport Orientation Program Performance Measuring and
Benchmarking
Project Team members Jim Grothaus, University of MN Center for
Transportation Studies Tom Helms, AvMet Ann Johnson, Professional Engineering Services Shaun Germolus, Airport Admin Dave Beaver, Airport Admin Bob Kunkel, Mead & Hunt Tim Callister, Mead & Hunt Kevin Carlson, Mead & Hunt
Available online http://www.trb.org/ACRPGuidebook for Managing Small Airports
ACRPAirport Cooperative Research Program
Managing & Marketing Small AirportsModerated by Mike Salamone& Marci Greenberger
Tuesday, April 6, 2010
Report 28 Marketing Guidebook for Small Airports• ACRP Project 01-04• Research Agency:
• Oliver Wyman, Inc.• Principal Investigator:
• Lois Kramer• Subcontractors:
• KRAMER aerotek inc.• GMH Consulting LLC
• ACRP • SPO – Marci Greenberger
ACRP Project Manager: Marci Greenberger, AAESenior Program OfficerTransportation Research Board
Members:Randall Heath AllenExecutive DirectorLake Charles Regional Airport
Chuck HowellCEOGreat Lakes Airlines
Richard C HowellDirectorSan Luis Obispo County (CA) Regional Airport
Thomas P NolanExecutive Director Palm Springs (CA) International Airport
FAA Liaison: Sharon GlasgowAirport Planning & Environmental DivisionFederal Aviation Administration
TRB Liaison: Christine GerencherSenior Program Officer Transportation Research Board
Chair: Marc P PelhamMobile Airport Authority (formerly)
A01-04 Project Panel
Susan Palmeri, CMAirport DirectorStockton Municipal Airport
Lisa Anderson Spencer Director DC Regional OfficeTransSolutions,
Jack E Thompson, JrManaging EngineerC&S Companies
MAKING THE MOST OF THEMARKETING GUIDEBOOK
Presenters Lois Kramer – KRAMER aerotek Gary Harig – GMH Consulting
What the Guidebook Offers
• How to create a low cost public relations and marketing plan
• How to target the right audience• How to create a consistent & strong
message• Effective tools to deliver the message
Common Situations Airports Face
• Airport’s value to the community not well understood
• Public/private investment in the airport needed• Community must lead in support of air service• Public relations for (a) airport projects, (b)
safety, (c) noise, and (d) land use.
Scarce resources require focus & effective marketing
Most Airports Market Already• Newspaper interviews airport• Airport recruits new tenants• Airport meets with neighborhood to discuss noise and
traffic• Airport visits the airlines to get better air service• Airport approaches local businesses to support new
service
A Marketing Plan Organizes• What are the marketing goals?• Who are the target audiences?• What is the message the airport intends to
communicate?• What methods of communication will the airport use
to reach its audience?• What staffing and financial resources will support the
effort?• How will the airport measure success?
Starting Point• Assemble the planning team
• stakeholders/good contributors
• Brainstorm the issues• Our customers think...• What makes us different...• Our community would like..
• First draft of marketing goals, objectives, & actions• Goal = what airport wants to accomplish• Objectives = short term, measurable targets• Actions = specific activities to achieve objectives.
Chattanooga’s Air Service Goals
• Bring fares into balance• Improve airline service• Improve customer service• Market aggressively• Create a fund for future marketing
Chattanooga’s Objectives• Reduce leakage• Raise airport awareness• Re-engage business community• Encourage community ownership of the
solutions
Extensive action plan to achieve objectives
SWOTWEAKNESSESThe weaknesses the airport wants to remedy or exit.
THREATSThe threats the airport wants to
counter.
STRENGTHSThe strengths the airport wants to maintain, build
on, and leverage.
OPPORTUNITIESThe opportunities
the airport wants to prioritize and
optimize.
SWOT Analysis
Arnold Palmer SWOTSTRENGTHS•Strong business travel demand.•Strong community willingness to invest in projects that makes sense.•Conveniently located and friendly local airport.
WEAKNESSES•Within driving distance of much larger airport – .•Limited market size.•Community knowledge of what it would take to make the new service successful.
OPPORTUNITIES•A new carrier could attract a large share of high fare business passengers at Latrobe, including some flying to and , which that carrier would not attract if it operated at , where US Airways remained the largest carrier.
THREATS•Any Latrobe service must compete against more frequent service offered at Pittsburgh•Poor or irregular service at Latrobe would quickly result in passengers abandoning the service to drive to .
CONCLUSIONS•A high level of customer service is important.•The business traveler should be the focus.
Community Resources Extend Airport Marketing Capabilities
• Upstate Colorado Economic Development Corporation
Economic Development Plan
• City of Greeley Public Information Office
Public Information Plan
• Metropolitan State College, Aviation DepartmentMarketing Plan
Greeley-Weld County Airport
Focus the Message• The marketing goal is:• The target audience is:• What service or facility are we marketing?• What benefits does it give to the target audience?• Why is it better than the competition?• What’s in it for the customer to choose your airport?
The message is critical. Make sure to pre-test.
Communicating the Message
Community leaders on billboardAnnounces new frequencies and free parking
Addresses #1 issue: TRAFFIC
Action Plan – Year 1• Prioritize goals & objectives for this year• Target the audience & formulate the message• Choose the marketing activities• Estimate the resources• Plan each activity in detail
Tasks Persons Responsible Due Dates Budget
Effective Marketing Plans• Focus on airport customers and services• Strive to differentiate the airport from
competitors• Are simple to communicate to target
audiences• Motivate staff and airport stakeholders• Are flexible and responsive to market change.
Tools to Market Your Airport
Essentials• Press Kit• Website• Earned Media• Networking• Public Speaking
Selecting Marketing Tools
Cost Effectiveness
Free or Minimal
•Press Releases•Earned Media
•Public Speaking•Networking
•Testimonials
$
•Website•Promotions•Open House
$$
•Radio•Newspaper Ads
•Billboards
$$$
•Television
More Tools
Networking Opportunities• Business, Civic, & Non-Profit Networking Opportunities • Networking with Professional and Industry Organizations• Tradeshows & Conferences• Strategic Partnerships• Lobbying• Contact Managers and Networking Tools
Worksheets• SWOT Analysis• Human Resources for Marketing• Financial Resources for Marketing• Marketing Action Plan• Marketing Record of Accomplishments
Execute and Monitor the Plan
One person in charge to manage roles, responsibilities, schedule, and budget
Implement• Communicate with the marketing team, airport
governing group, stakeholders.• Assign roles and responsibilities to staff, volunteers
and other participating organizations.• Set milestones to gauge progress.
Review, evaluate, adjust.
Monitor and Evaluate• Customer satisfaction• Audience reaction• Airport awareness and usage• Buzz• Activity changes• Regional share trends
Authors Lois Kramer Gary Harig Robert Hazel Peggy Fowler
Available online http://www.trb.org/ACRPMarketing Guidebook for Small Airports
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