Airport Marketing Plan

Marketing Plan will build upon the recently completed Airport Business Plan and provide a focused, actionable strategy for increasing utilization of the Airport, strengthening Airport position within its regional market, supporting existing and future passenger air service, expanding community and business engagement, and establishing a coordinated approach to Airport marketing and communications. The plan should be actionoriented and tied to measurable outcomes.
- Consulting services, which includes but is not limited to the following:
a. Market Assessment, Research & Stakeholder Engagement
• Evaluate current marketing and market position.
• Identify target audiences and barriers.
• Conduct stakeholders and market research.
b. Brand, Market Positioning, & Communications
• Review existing branding and messaging.
• Develop ABY's value proposition and key messages.
• Recommend website and communication improvements.
c. Integrated Airport Marketing Strategy
• Develop an overall airport marketing strategy.
• Identify target markets, messages, and channels.
• Address passenger, digital, aviation, and cargo marketing.
d. Regional Partnerships & Partner Marketing Tools
• Identify priority regional partners.
• Develop partner engagement strategies.
• Create recommended marketing tools and resources.
e. Three-Year Marketing Implementation Program
• Develop a three-year marketing implementation plan.
• Create a detailed first-year action plan and calendar.
• Establish budget and performance measures.
f. First-Year Marketing Implementation & Creative Materials
• Develop priority first-year marketing materials.
• Create digital, promotional, and partner materials.
• Provide publication-ready and editable materials