AIRPORT MARKETING PLAN
FAYETTEVILLE MUNICIPAL AIRPORT
1995 MARKETING PLAN
[The Airport Marketing Plan was adopted by City Council on 11-7-95]
MISSION STATEMENT:
To further identify and develop convenient and specialized future airport facilities and services for the residents and businesses of Fayetteville, Northwest Arkansas, and the aviation community.
GOAL:
To actively pursue business opportunities which will optimize airport revenues, expand economic development and positively impact Fayetteville, Northwest Arkansas, and the aviation community.
OBJECTIVES:
I. Maintain Drake Field as a viable regional air carrier airport.
a. Consult current regional air carriers to determine how best to serve them and their customers (passengers). [Invite the presidents of each air carrier corporation serving Drake Field to an appreciation luncheon with the Mayor and aldermen in order to show our commitment to their needs and hopes for their continued business.]
b. Survey commercial passengers to determine destination, purpose of trip, how to increase their satisfaction with Drake Field (needed improvements, etc.).
c. Consult the remainder of airport tenants (restaurant, car rental agencies etc.) to determine how best to serve them and their customers.
d. Hold quarterly planning and discussion sessions (maybe luncheons) with air carriers and all other tenants to obtain input and to provide prompt response to new problems or concerns.
e. Develop Fly Fayetteville promotional campaign to maintain customer base for Drake Field.
II. Identify and obtain needed improvements required to compete in the regional aviation market.
Action Plans:
a. Inventory of existing Fayetteville Municipal Airport assets.
b. Determine area / regional competition and identify the extent of their resources.
c. Survey area / regional aviation related business to determine their needs.
d. Research and investigate airports that are in a similar situation as FMA.
e. Research and list possible incentive plans, tax abatements, incubation start-up grants, and funding sources from government agencies for attracting aviation businesses.
f. Research and list possible state and federal agencies that can help with marketing information and/or assistance.
g. Determine the business projections for the FMA for the next 5 - 10 years.
III. Increase general aviation use.
Action Plans:
a. Develop separate collateral pieces of marketing information for each target market segment; i.e. general aviation, commercial aviation and industrial aviation.
IV. Expand existing aviation uses that will increase revenues.
Action Plans:
a. Conduct survey of existing users to determine needs.
b. Conduct inventory of area / regional aviation related industries.
c. Develop separate collateral pieces of marketing information for each target market segment; i.e. general aviation, commercial aviation and industrial aviation.
V. Attract new aviation industries.
Action Plans:
a. Conduct inventory of area / regional aviation related industries.
b. Investigate cargo shipping and industrial uses.
c. Explore opportunities for spin off industries from the Northwest Arkansas Regional Airport development.
d. Explore possible marketing campaigns for mass mailing, trade shows, ect. [sic]
e. Develop separate collateral pieces of marketing information for each target market segment; i.e. general aviation, commercial aviation and industrial aviation.
f. Research and list possible incentive plans, tax abatements, incubation start-up grants, and funding sources form government agencies for attracting aviation businesses.
VI. Explore new opportunities and uses.
Action Plans:
a. Develop regional / area partnerships and alliances.
b. Explore linkages and connections between FMA and the City of Fayetteville South Industrial Park.
c. Explore University of Arkansas / aviation related opportunities.
d. Investigate cargo shipping and industrial uses.
e. Research and investigate airports that are in a similar situation as FMA.
f. Explore opportunities for spin off industries from the Northwest Arkansas Regional Airport development.
g. Develop separate collateral pieces of marketing information for each target market segment; i.e. general aviation, commercial aviation and industrial aviation.
VII. Develop an identity for the FMA and increase community awareness and support within the aviation field.
Action Plans:
a. Develop strong working relationships with the City of Fayetteville, the Fayetteville Chamber of Commerce, and community members.
b. Develop partnerships with travel agents with incentive to book FMA.
c. Establish an Airport Support Group that will raise the level of awareness of the FMA.
Note: Revised 12-11-95 as requested by the City Council at their 11-07-95 meeting. T Paul
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