Greater Orlando Aviation Authority Marketing Internship June 2010 to January 2011 Steven Foley Embry-Riddle Aeronautical University Master of Business Administration - Finance
Introduction The Marketing Internship at the Orlando International Airport introduced me to the information and data that airlines and airports need to determine service opportunities. Throughout my time with the Greater Orlando Aviation Authority I learned how to gather this information and more importantly how to present it to the airlines. Although the marketing department at the airport may not operate as a traditional marketing department would (marketing to end users) it definitely showcased the business to business (b2b) aspect. In addition to obtaining information for the airlines I was also able to learn more about the business customers and the operations of the airport. This was accomplished by creating a business customer database and participating in sit downs with airport management. One of the most interesting aspects of the internship was seeing the behind the scenes characteristics of the airport facility. Projects The first project that was assigned to me was updating Orlando International Airport's (MCO) online profile with Routes Online. This website gives an overview of the general information that a prospective airline would need to make a decision on future service. Some of the information that I updated included major Orlando area employers, universities, overall population, local economy, and current airline service. This website requires constant updating that is done on a regular basis. The most interesting and intensive aspect of the internship was the airline presentations. Either an airline would request additional information on the Orlando area
or the airport would target a particular airline for new/ additional service. Most airlines would request specific information which meant research, compilation, and presentation. Other information was presented that the airport believed was important for the airline to have in order to make a decision. The information that was gathered related to the Orlando International Airport catchment area, origin and destination (O&D) demand from the carrier's hub cities, possible connection opportunities at MCO, creation of hypothetical bank schedules, and opportunities for code sharing with domestic carriers. Data was also given on major area employers and current news articles describing the Orlando area business and tourist market. Depending on the carrier and the destination, Sabre Airport Data Intelligence (ADI) was utilized to compile future bookings to and from destinations that the prospective carrier would serve. This program was incredibly helpful and lent instant credibility to the reported data. The airport could show the airline existing demand present in the selected markets. By combining this with historical data from apgdat an airline could make an educated decision on whether to pursue study of the route without investing any of its own resources initially. In addition to the air carrier presentations I would create the weekly schedule change report. This report showed any schedule changes for MCO that the airlines published for the upcoming year. This report was created with information gathered from apgdat. Allegiant announced early in 2010 that it would be relocating 10 of its destination cities to the Orlando International Airport from Sanford. This relocation proved to be short lived as it soon announced it would be returning those flights to Sanford. To
understand the decision I researched the MSA populations of the destination cities, located any competition that Allegiant faced on those routes, and also compared the average fare that Allegiant received from the flights into Sanford and Orlando. It is the goal of Orlando International to maintain service to the destinations being vacated by Allegiant with a different carrier. The largest and most complex project that I undertook was the creation of a local business database. Marketing personnel had gathered business contacts, newspaper articles, and business cards from hundreds of businesses in the Central Florida region. It was my assignment to create an electronic database that would ease the retrieval of necessary information as needed. I started by creating an Access program to store the desired information and then entering the contact information from the paper collection. This proved to be a challenging task as many businesses were no longer operating or had new contact people. This information had to all be updated. In addition to the creation of the database I made a number of queries to make it easier for finding the desired information. A number of people in the Marketing Department have been trained on how to utilize the program along with a written summary of directions. One of the most intriguing aspects of the internship was the tours of the "behind-the-scenes" areas. This included the baggage facilities, airport operations, weather and lightning strikes, customs and the international gates area, and the various locations managed by commercial properties. These tours gave me a first hand understanding of what makes the airport operate on a daily basis. There is much more than just ensuring that the airplanes land and take off.
Throughout the internship I was introduced to the executive level management. These included the deputy executive directors, the outgoing executive director, and the new executive director. Each member of the executive team gave their valuable insight into what makes an airport successful and what the future holds for Orlando International and aviation in general. While spending time with the Public Relations department I saw how the newsletters where created and how instrumental it is to be proactive when dealing with the local media. I was also involved in the creation of a United Kingdom travel agency's online video production of traveling in Orlando with children. Software/ Program Usage To create the necessary reports and gather the desired data I needed to learn a number of new programs. Sabre ADI was incredibly useful in determining the future demand of a prospective route. ApgDat was used to find historical trends and demands. Microsoft Access was utilized heavily in creation of the business database. Of course the internet was used to research specifics on airlines and on airports as well as keeping up to date on aviation news, locally, nationally, and globally. Summary The internship has been an eye opening experience. Not only from the daily functions of the marketing department but in what it takes to keep an airport the size of MCO operational on a daily basis. The passenger really has no idea what goes on to ensure that both they and their baggage arrive to their airplane on time. From the rows of
shops, to the services, and restaurants, the Orlando International Airport is more like a self sustaining city than just a 13,000 acre parcel on the south-side of Orlando. This internship opportunity has given me a solid foundation and understanding of the aviation field especially from the side of the airport. Unfortunately I cannot put into a report all of the knowledge that I have learned nor can I list all of the people that I have been taught by, learned from, or met. The experiences that I have gained from my time with the Greater Orlando Aviation Authority will serve as a springboard into my future career in aviation. My time here has been exciting, beneficial, and enjoyable.
Alliance for Aviation Across America Formed in 2007, the Alliance for Aviation Across America is a non-profit, non-partisan coalition of over 5,500 members including individuals, businesses, agricultural groups, FBO's, small airports, elected officials, charitable organizations, and leading business and aviation groups that support the interest of the general aviation community across various public policy issues. Our goal is to protect this economic lifeline to rural and small communities, which a crucial resource for business, medical care, disaster relief and a key transportation asset to residents in isolated areas. To that end, we support: Modernizing the Air Traffic Control System with Satellite Technology The Alliance for Aviation Across America supports transitioning to the Next Generation Air Transportation System that is satellite-based rather than today's ground-based navigation system. Rejecting "User Fees" in any Form User fees would impose an unfair regulatory and financial burden on the millions of Americans who depend on small planes for their livelihood, and have the potential to ground small aircraft. AAAA opposes this tax structure and supports the current "pay at the pump" fuel tax system, as it is the simplest, most efficient way to pay into the Airport and Airways Trust Fund. Opposing Unworkable and Counterproductive Provisions of TSA's "Large Aircraft Security Program" (LASP) Everyone wants America to be safe. However the "Large Aircraft Security Program" proposed by the TSA would create huge financial and operational burdens for general aviation, while not making us any safer. General aviation has been at the forefront of developing security regulations that will be effective, efficient, and help to keep America safe. Supporting Rural America through the Airport Improvement Program (AIP) and Essential Air Service (EAS). AIP - Small towns and rural communities depend on their small airports for ready access to reliable air transportation. The Alliance for Aviation Across America encourages investment in our aviation infrastructure by supporting the Airport Improvement Program, which helps to provide upgrades, renovation, and improvements to small airports. These projects boost local economies, create jobs, and ensure the viability of small communities. EAS - Because commercial air service is critical to many small and mid-sized cities, the Alliance supports funding for the Essential Air Service program. The average distance from these EAS cities to the nearest available commercial hub is 189 miles, and EAS guarantees scheduled
commercial service to well over 100 communities that would otherwise have no access to these flights. For more information, feel free to contact the Alliance at (202) 223-9523 or email us at: info@aviationacrossamerica.org.