There’s nothing better than an assignment to motivate one to breathe life into a sputtering blog. In my case, my grad school life has converged with my work life, making it doubly beneficial for me to keep cranking out posts. (At least for the next nine weeks.)
To my West Virginia University Integrated Marketing Communications classmates, welcome to my blog on IMC in the airport arena. Here’s the story of why I started it. I hope you get some use out of the mandatory readings, and I hope they convey that the airport world has some pretty cool things to offer on the emerging-media-as-marketing front. This holds true especially among smaller airports, who (no surprise here) don’t have much of a marketing budget and have capitalized on the fact that well-designed and well-executed social media strategy can make a small airport look huge–at least online.
To my airport-industry readers (all three of ya!), take a minute to check out the WVU IMC program. It’s populated with a couple- hundred-strong crop of talented, creative folks from all over the map (and not just the U.S. map, either). Some of ‘em may be in the hunt for bigger and better jobs pretty soon; consider your job-candidate pool deep if you happen to attract any of their resumes in your recruiting efforts.
Okay, back to small airports doing stellar things with emerging media. Regular readers of this blog (wake up, you three!…) are well-aware of the uber-effective IMC efforts–like this one, for instance–that Team Akron-Canton Airport gins up on a regular basis.
It would have been so easy to produce the commercial, buy some air time, and call the job done. But running the commercial on TV and Facebook and tying a contest to it? That maximizes resources and reach, leverages different tactics to meet objectives and encourages interaction by the customers.
Yep, I’d say there are some pretty on-it folks out there in Northeast Ohio….