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Archive for November, 2010

Boingo Wireless is in the running for a 2010 Mashable Award for using social media in customer service.

In other news, our Social Media @Airports webinar panel–still plenty of time to register–includes Ms. Baochi Nguyen, who (among other things) manages the Boingo Wireless social media program, which includes Twitter, Facebook, Flickr, and a blog.

(Only the best for our webinar participants.)

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Harrisburg International Airport has a pretty cool series going on at its FlyHIA blog on how social media is changing travel, and I was honored to make a contribution. There are some great posts in the series; I particularly like this one from Steven Frischling of Flying With Fish fame.

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Re-branding At JAX

Jacksonville Aviation Authority (JAA), looking ahead to its 10-year anniversary in 2011, has unveiled a substantial re-branding effort. The campaign includes new logos for the authority and each of its four airports (including Jacksonville International, pictured above. Credit: JAA). JAA also has re-named its three GA airports, revamped Web sites, and adopted a tag line: “Going Beyond, Daily.”

From JAA’s release:

The Authority’s new logo system gives each airport its own unique identity while still fitting into a brand hierarchy for the JAA. The new logos include depictions of an airplane to symbolize the Authority, and a subtle nod to the bridges in Jacksonville that cross the St. Johns River.

The new brand will focus on the tagline; “Going Beyond, Daily.” This idea represents the mission of the JAA brand toserve Northeast Florida and Southeast Georgia by positively impacting the economy, the community and the experiences of everyone who comes in contact with the JAA.

Three of JAA’s four airports will be renamed as a result of the rebranding effort. Cecil Field will become Cecil Airport and Herlong Airport will become Herlong Recreational Airport. Craig Airport will be renamed Jacksonville Executive Airport.


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Here in Youngstown…

Youngstown, Ohio’s Business Journal has the scoop on a new marketing initiative approved by the Western Reserve Port Authority, which (among other things) runs the Youngstown-Warren Regional Airport. But, argues Rich Hahn, chief of Youngstown-based Keynote Media Group, the authority does a lot more than that, and its brand should show it. As part of its deal with the authority (which could top out at $19,000, according to the story), Keynote will re-develop the airport’s Web site and build a B2B one for the authority itself. From the article:

The Web sites should offer short programs viewers can watch to learn more about the Valley and all the airport offers, not just flight schedules. He intends to film brief testimonials from satisfied fliers and post them on the airport Web site.
Stressing he is conducting a marketing campaign for the port authority, not an advertising campaign, Hahn listed a short series of other steps to promote awareness of that entity, including the establishment of a speakers bureau.
We’ll check back in around the first of the year, which is when Hahn hopes the new airport site will be live.

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IMC, meet CAK’s 5/23

Akron-Canton Airport commissioned its upgraded runway 5/23 today. Great opportunity to deploy myriad IMC tactics and generate some positive vibes and a little good will, right?

Oh yeah.

In fact, CAK’s peppered its audiences with bits and pieces as part of the ramp-up and kept on going right through ribbon-cutting. Here are a few highlights:

  • Music video montage with archival footage and an adopted theme song, anyone?…
  • Prime the local reporters to generate day-of stories in a variety of media? Check, check, check, and check.
  • Hold a special celebration for passengers at the departure gate of the first flight that will use the runway (and provide a friendly place in cyberspace for a passenger to post a picture of it)? On it.
  • Splice together a video (HD, of course) and get it online just a few hours after the events depicted therein actually took place? (And have fans waiting eagerly at their computers at the promised upload time?) Done, done, and done:

About all that’s left is the celebration. Cake, anyone?

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We’ve got a slew of airport folks signed up for next month’s Social Media @Airports webinar. Last time I checked we were approaching 1 million participants, so plan for an extended Q&A session.

Kidding aside, we’ve got a good cross-section of airports signed up. And while our world-class panel of speakers will do its best to cover as much ground as possible, it can’t hurt to ask you participants what items you’re hoping to see covered during the proceedings. (more…)

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Use what you got

An article in the current issue of The Economist that has absolutely nothing do with marketing or social media struck a chord with me regarding marketing strategy–particularly as it involves social media.

The piece is on relieving New York City’s strained waste and stormwater collection systems by planting more gardens and other rain-absorbing “green” infrastructure, as opposed to fixing leaky pipes and building new ones. The goal: reduce the amount of run-off that swells the system during storms and causes overflow discharge into rivers and streams.

What’s the connection to social media strategy? It’s all about using what you have. By tapping roof space and other unused areas of concrete jungle, city planners are leveraging existing resources to help them get where they need to go. Applying the same philosophy to your social media effort will make your life easier–and your effort more effective.

Got a commercial running on local TV? Make sure it’s online somewhere (YouTube, Vimeo, Facebook…) and that you tell your social followers about it.

Got some great print ads going? Put them on a photo-sharing site (like Flickr or at least in a Facebook photo album) and increase their reach.

Do you send out an e-mail newsletter? Make sure it’s archived on the Web (e-mail programs like Constant Contact make it easy) and push the link out via Facebook and Twitter.

The point is, don’t think your social media content has to be 100% organic. Use what you’ve already created as part of your overall marketing communications plan. It’s a great way to help integrate your efforts, and take some pressure off your content creators.

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