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 http://onlinepubs.trb.org/onlinepubs/acrp/ acrp_rpt_028.pdf  Get involved Submit a problem statement Serve on a panel More info at: www.trb.org/ACRP/ACRP.aspx

10. Thank You. Jack E. Thompson, Jr., CM, LEED AP BD+C Managing Engineer Tel: (407) 422-1118 ext 3405 jthompson@cscos.com jthompson@cscos.com