How do you market your airport strategic plan?

1 Identify your target audience

The first step in marketing your airport strategic plan is to identify who you want to reach and what you want them to know, feel, and do. Your target audience may include different groups, such as airlines, passengers, regulators, investors, employees, local communities, media, and others. Each group may have different interests, needs, and expectations from your airport. Therefore, you need to segment your audience and tailor your messages and channels accordingly. For example, you may use social media to engage with passengers, newsletters to update airlines, and press releases to inform media.

2 Develop your key messages

The next step is to develop your key messages that convey the essence of your strategic plan and how it benefits your target audience. Your key messages should be clear, concise, and consistent across all your communication platforms. They should also be aligned with your airport's brand identity and values. Your key messages should answer the following questions: What is your strategic plan about? Why is it important? What are the main goals and objectives? How will you achieve them? What are the expected outcomes and impacts?

3 Choose your communication channels

The third step is to choose the most appropriate and effective communication channels to deliver your key messages to your target audience. You may use a mix of online and offline channels, such as websites, social media, blogs, podcasts, newsletters, brochures, flyers, posters, videos, webinars, events, presentations, and others. You should consider the reach, frequency, cost, and feedback potential of each channel. You should also coordinate and integrate your communication efforts across different channels to create a coherent and consistent image of your strategic plan.

4 Create your communication materials

The fourth step is to create your communication materials that showcase your strategic plan in an engaging and compelling way. Your communication materials should be visually appealing, informative, and persuasive. They should also reflect your airport's brand personality and tone of voice. You should use stories, examples, testimonials, data, and graphics to illustrate your strategic plan and its benefits. You should also include calls to action that invite your target audience to get involved, provide feedback, or learn more.

5 Implement and monitor your communication plan

The final step is to implement and monitor your communication plan and evaluate its effectiveness and impact. You should establish a timeline, budget, and responsibilities for each communication activity. You should also track and measure your communication results and outcomes, such as reach, engagement, awareness, perception, satisfaction, loyalty, and behavior change. You should use various tools and methods, such as analytics, surveys, interviews, focus groups, and others. You should also review and adjust your communication plan as needed based on your findings and feedback.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?