ACRP - onlinepubs.trb.orgonlinepubs.trb.org/onlinepubs/webinars/ManagingandMarketingSmall... · •ACRP SPO – Mike Salamone. ACRP Project Manager: Mike Salamone, CM. Senior Program

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.,

Small Airport Guidebook-Overview-

PresenterTim Callister – Mead & Hunt

Small Airport Guidebook- Overview -

PresenterShaun Germolus – AirportAdmin, LLC

ACRP Report 16

Guidebook for Managing Small Airports

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

Function & Roles of Airport Staff Represent the Airport

Understand Airport Policies, etc.

Regulatory Compliance Overview Federal

State

Local

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

Airport Operations Safety

Maintenance

Self-Inspection CheckLists

Security

Emergency Preparedness

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

FAA Sample Checklist’s

Specific Safety Checklists

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

Airport Planning & Development

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

Thank you!

Questions?

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

Why Airports Should Market

Guidebook Organization

MARKETING PLAN BASICS

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?

PREPARING THE PLAN

Seven Steps to Build a Marketing Plan

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.

Yuba County Airport Example

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

SWOT & Resource Assessment

SWOT and Resource Assessments help to map a realistic path forward.

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.

External Resources Airports UseCommercial Service Airports

External Resources Airports UseGeneral Aviation Airports

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

Putting the Plan Together

Redefine goals/objectives based on SWOT and Resource Assessment

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.

Implementing the Plan

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

Tools in the Guidebook

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

Keep the Message Current

Marketing and public relations is on-going.

Funding a Marketing Program

Authors Lois Kramer Gary Harig Robert Hazel Peggy Fowler

Available online http://www.trb.org/ACRPMarketing Guidebook for Small Airports

ACRPAirport Cooperative Research Program

Thank you!

Questions?