Kristie Van Auken, Senior Vice President and Chief Marketing

Kristie VanAuken, SVP
Chief Marketing and Communications Officer
About the Akron-Canton Airport
• Ubermarketing small hub airport, in the
Cleveland, Ohio region with a laser focus on
customer care
1.5 million pax annually
275% growth over last decade
7th most affordable air fare market in the US
Embrace cutting edge
marketing/communications strategies
o First airport in the US to blog and Facebook
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The Essence of our Brand
Price + Experience = A better way to go.®
SoMe Team @CAKairport
CAKairport (Ryan)
CAKristie
CAKim
Why Web 2.0 Works for @CAKAirport
• Engage with tech savvy travelers. Direct match to
our core demo:
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25-54 years old
College educated
$60,000+ household income
Very comfortable in social networks- a preferred
way to keep in touch with people and things that
matter to them
• Airports are public organizations
o Transparency is essential part of our organizational
model
o Breakdown organizational boundaries
o One-on-one link to our customers
Facebook.com/akroncantonairport
• AMPLIFY CORE
BRAND MESSAGES/
VALUES
• 25,975 fans
• Critical mass
• Promote airline
partners
• Solve customer
problems
• Book a flight
Measuring FB Using Insights
Measuring FB Using Insights
More likes…please like me…like…
LIKER BUILDING STRATEGIES
• FB is getting more cluttered
• Promote using traditional channels
(ironic, eh?)
• Facebook ads
• Sweet contests: Milwaukee Mancation
• Say thanks, recognize your super fans!
• Status updates: Make it compelling. Rise
to the top of the news feed
• Link with traditional media partners
• Find us on Facebook! Why should they?
Give them a REASON to join!
What to do with a negative post
CAK/ Angry Delta Passenger
Problem solved
Twitter @CAKairport
• Real time dialog w/
customers; 4,000
followers
• Monitor competition
• Push airline partners
• Quickly monitor
news – local and
industry
• More one-on-one
conversations
“I’m the Mayor of CAK” - Foursquare
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Fun novelty
Added special
offer to CAK
6,000 check-ins
could become a
serious marketing
channel
A team effort for CAK employees
•
2005 launched
BlogPort on website
o 1st Airport to blog
o Behind the scenes look
o Five employee bloggers
• 2010 - Prez Says
o One hour monthly
conversation with our CEO
o He loves it!
o All about access and
transparency
Integrate Branding + Advertising + Web 2.0
• Goal: Amplify our brand across all
communication channels
• 85% budget is in traditional marketing channels:
TV, radio, print, digital and online travel agencies
• Social media
o Genuine conversations with really cool people, who
also happen to be our customers
o It’s their space
o It requires commitment, just like any good relationship
Traditional + Social= MarComm Magic
• Runway 5/23
commissioning was the
biggest event in CAK
history.
• Traditional Mar/comm
elements: big party on
runway, worship our board
and VIPs, media advisory
and media handling
• Social elements: FB contest
Runway to ATL (inaugural
flight winner), YouTube vid
evite posted to FB and
Twitter, TwitPics throughout
events, HD vid posted to
anxious fans the same day.
Thank you!
THANK YOU!
AkronCantonAirport.com