How to Develop a Marketing Plan to Educate Your Community on Air Service

A marketing plan can help your airport communicate with your customers. In terms of air service, the customer can be considered the community, airport sponsors, other key stakeholders, or even the airlines. ACRP Report 28 Marketing Guidebook for Small Airports provides detailed information on development and implementation of a marketing plan. While the report is mostly geared towards small commercial service airports and general aviation airports, the information included is pertinent to airports of any size. The seven steps of creating an efficient marketing plan highlighted in the report are:

1. Goals/Objectives
2. SWOT and Resources
3. Redefine Goals/Objectives
4. Audience/Message/Actions
5. Tools to Reach Audience and Deliver Message
6. Execute Plan
7. Monitor/Evaluate

Several steps of the marketing plan are discussed in more detail as part of How to Develop Air Service Goals and Objectives and Evaluate ASD Efforts and the SWOT Analysis discussion in Identifying Your Airport’s Strengths and Weaknesses. Marketing plans as a whole are discussed in more detail in the Media Kit including information about social media applications which have become a standard element of marketing plans. A marketing plan may be developed by airport staff, through a partnership with a local university or a local economic development organization or by a consultant. Each of these options will require resources of time and money from your airport. As a first step towards a new or updated marketing plan, the questions of staffing and budget will need to be addressed.