Airport marketing and branding Eric Peterson Santa Clara

Airport marketing and branding Eric Peterson Santa Clara County Airports Courtney Armbruster C&S Companies Tell us who you are!

Branding Near attractions The vision you want people to have of your facility Convenient Good Amenities Community. Oriented Excellent service Great Location Local asset

Who is your audience? Local and transient pilots Local community What are your goals? • • Based aircraft Visit your facility Purchase fuel Use other amenities • Prove you are an asset • Build goodwill for when you need it • Be an integrated part of the community

What is your value? Why should a pilot choose your airport? Why are you an asset to the community? • Location • Amenities • Economics • • • Restaurant Self-serve fuel FBO/maintenance Hangar space Rental car access Competitive fees • Provide jobs • Bring in tourists • Benefits • Events and activities • Space for community groups • Aviation engagement activities Are you promoting these?

A picture says a thousand words Your airport deserves its own logo!

Effective logos • Reflect your personality • Readable • Think about the shape • Works in one color • Rely on a professional

What if they Google you? • Do you come up first or at least near the top? • Do you have a separate airport website? • If not, are you easy to find on the county/city’s website? • Buy the domain name you want now • Is your information up to date?

• 7 th Google result • Address, phone, and link to defunct FAA portal. • Value? ?

Social Media • Do you have a presence? • Which media are best for you? • Facebook, Twitter, Instagram • How often are you posting? • Get “likes!” • Great photos • Events • Funny

Community engagement Aviation • Airshow • Static or aerial • Combine with other attractions, like classic cars, music, food truck rodeo • Learn to fly days—new pilot recruitment • Aviation camp for kids • School field trips

Community engagement Non-Aviation • • • Food—pancake breakfast, pop-up Community space dinner Farmer’s market • Partner with notfor-profits and Concert/movie local educational screening institutions Fun run

How am I going to pay for all this? Ad agencies can cost up to $5, 000 or more! Creative solutions • Local colleges with design/marketing programs • Chamber of commerce / economic development agencies • Your sponsor—staff communication/marketing professionals • Your A/E consultant marketing department • Free logo?

County. Airports. org 2001 -2008

County. Airports. org 2001 -2008

County. Airports. org

County. Airports. org 2008 -2018

County. Airports. org

County. Airports. org