ACIA-NA 2013 Excellence in Airport Marketing and Communications Awards

1. ACIA-NA 2013 Excellence in Airport Marketing and Communications Awards The Aviation Academy – Impacting the Community Through Education Category: Aviation Education & Tour Programs Submitted by: Metropolitan Knoxville Airport Authority

2. Aviation Education: The Aviation Academy – Entry Statement Project Description In 2012, McGhee Tyson Airport celebrated its 75th Anniversary with a year-long campaign aimed at encouraging the community to interact with the airport on a variety of levels. Each of the campaign’s tactics was developed to break the mold of the traditional “anniversary celebration” programming. We opted for creative events that took traditional concepts and revitalized them. While many communities have Citizens’ Academies for their law enforcement agencies, very few (if any) in the US offers an open-application, personalized airport experience like McGhee Tyson Airport’s Aviation Academy. Established as a one-time, 4-night opportunity to bring community leaders behind-the-scenes at the airport, the Academy aims to educate key stakeholders on the vitality and importance of aviation. The Aviation Academy made the airport more transparent to the public through the involvement of regional legislators who influence our fiscal situation; educators who are training future employees; aviation enthusiasts who want to learn more about our operations; and the media who cover the airport. The class of 28 overwhelmingly enjoyed their experience and instantly became community ambassadors on our behalf. Academy Curriculum: The Academy’s curriculum was structured through a collaborative process involving all participating tenants. In the end, the Academy’s agenda offered a night devoted to each of the following concepts: Airport Operations, Safety & Security, Military Operations & FAA Responsibilities, and General Aviation and Maintenance. As a graduation celebration, the class was invited to participate in an Orientation Flight on a KC-135 aircraft courtesy of the Community Outreach program with the airport’s military’s partners. Target Audiences: Community leaders (elected or opinion) in a five county area with emphasis on legislators/legislative representatives, educators and citizen’s heavily involved in their communities. Goals The following goals were set for the Aviation Academy: Goal A.Attract members of our target audiences and groom them to be quality airport ambassadors. Objective 1: Select a class of 28 people based on unified criteria from a pool of at least 100 applications. Objective 2: Encourage programming material supportive of our strategy from all seven participating agencies by gaining at least a 50% approval rate of the curriculum.Objective 3: Provide the class with at least two ways to interact with the airport and provide feedback – encouraging that open line of dialogue after the class is complete.Objective 4: Use the messaging from the 75th Anniversary campaign throughout the course.Objective 5: Have at least one person from the group return to future airport events or serve as an airport ambassador within their community. Goal B.Educate the class on the impact of McGhee Tyson Airport and its partners. Objective 1: Provide quality curriculum based upon the research gathered and the messaging available from each participating tenant by reporting at least a 50% approval rating. Objective 2: Develop opportunities where the media can learn about responsibilities of each participating agency to cut down on misinformation and misdirection on future stories.

3. Aviation Education: The Aviation Academy – Entry Statement • Production • In order to fully share all that our airport offers, the Aviation Academy required support and participation from our airport tenants (see list of tenants within the entry). Also, in order to design a logo specific for the Academy, we hired Orange Apple Branding Boutique, a local advertising agency. Otherwise, all planning and program implementation was handled in-house. • Evaluation • Goal A. Attract members of our target audiences and groom them to be quality airport ambassadors. • Objective 1: Select a class of 28 people based on unified criteria from a pool of at least 100 applications. We received over 150 applications – 101 were qualified and submitted for consideration. • Objective 2: Encourage programming material supportive of our strategy from all 7 participating agencies by gaining at least a 50% approval rate of the curriculum. When asked about the Academy’s materials, all 18 survey participants said they were satisfied or very satisfied with the materials provided. • Objective 3: Provide the class with at least two ways to interact with the airport and provide feedback – encouraging that open line of dialogue after the class is complete. When asked about the communication between themselves and the Academy throughout the program, all 18 participants said they were very satisfied with the communication. Written feedback included “very thorough and timely with communication” and “your enthusiasm was infectious”. • Objective 4: Use the messaging from the 75th Anniversary campaign throughout the course. The 75th Anniversary logo and messaging was on every piece of communication they received. • Objective 5: Have at least one person from the group return to future airport events or serve as an airport ambassador within their community. We have had one participant and his family join us for our emergency exercise; one class member attend our time capsule dedication; and one member has been instrumental in helping educate his city council on the benefits of the airport (his city is where we plan to build a new GA airport in the future). • Goal B. Educate the class on the impact of McGhee Tyson Airport and its partners. • Objective 1: Provide quality curriculum based upon the research gathered and the messaging available from each participating tenant by reporting at least a 50% approval rating. When asked if they believe they know more about McGhee Tyson Airport now than they did before the Academy, all 18 participants said yes. • Objective 2: Develop opportunities where the media can learn about responsibilities of each participating agency to cut down on misinformation and misdirection on future stories. One article was written after the event, since media weren’t allowed access during the class, but area media now have names and contact information for several organizations they didn’t have access to before. • Additional Evaluations • Beyond filling out the surveys, 12 of the 18 participants sent personal notes thanking us for the opportunity and nominating someone for our next Academy. • While the Academy was planned as a one-time event, the employees and tenants have opted to continue this program annually. • We have been asked by several US airports to provide the course outline so that they can start their own programs. • We have supplied the course outline to an airline to help them develop an academy similar to ours for a regional aircraft maintenance program. • Budget • The Aviation Academy’s budget was set at $10,000 and cost $6,560.83 to complete (see budget details within the entry).

4. Aviation Education: The Aviation Academy – Application Process In order to spread the word about the Aviation Academy to government officials, community members, media representatives and our Board of Commissioners, we sent out letters informing these publics about the new program and asking them to apply or nominate someone from their organization. Page 2 of Letter Page 1 of Letter

5. Aviation Education: The Aviation Academy – Application Process The Aviation Academy application allowed us to ask questions that help us select a diversified class. We provided print versions of the application and an electronic, interactive version that applicants could fill out online and email back to us. We received more than 150 applications, and 101 were qualified and submitted for consideration.

6. Aviation Education : The Aviation Academy – Class Agenda Page 2 of Class Agenda The MKAA, along with all airport tenants, strategically chose topics and tours for the class each night. We started each session with dinner and then a behind-the-scenes tour or presentation followed. Page 1 of Class Agenda

7. Community Outreach: The Aviation Academy – Selection Process Selecting this class was challenging. We chose the applicants that best met our mutually agreeable requirements. As hoped, these Academy participants are now active airport ambassadors. Our target audience for the Aviation Academy was community leaders within the five counties surrounding our area. After the selection process, we exceeded our goal and chose participants from eight surrounding counties (shown by the picture of our dry erase board during the selection process). Academy Participating Organizations The Aviation Academy would not have been the experience it was without the effort, support and participation of our airport tenants, shown to the right.

8. Aviation Education: The Aviation Academy – Night One: Airport 101 The primary focus of Night One was to get the participants acquainted with airport staff and its facility. Presentations were made from the MKAA President, Vice President of Operations, and Vice President of Marketing, and an airport tour followed. During the behind-the-scenes tour, participants learned about the security checkpoint, main concourse and gates, ticket counters, baggage claim, and the facility maintenance area.

9. Aviation Education: The Aviation Academy – Night Two: Airport Safety & Security Night Two was based on airport safety and security. After enjoying dinner in the airport’s Aircraft Rescue and Firefighting Facility (ARFF), the class heard presentations from the CEO of National Safe Skies Alliance, the MKAA Public Safety Department, and the local TSA Security Director. The class toured the ARFF and was able to get try on uniforms and spend time with the airport’s fire and rescue equipment.

10. Aviation Education : The Aviation Academy – Night Three: Military & Air Traffic Control Operations On Night Three, participants were able to experience the Air National Guard Base, tour the 134th Air Refueling Wing, and learn about the Air Traffic Control Center.

11. Aviation Education: The Aviation Academy – Night Four: General Aviation & Aircraft Maintenance On the final night, the class learned about general aviation and aircraft maintenance. They heard presentations from TAC Air and ExpressJet representatives and then toured both locations. At the end of the night, the we held an official graduation ceremony where each participant received a SWAG bag, class photograph and a certificate of completion.

12. Aviation Education: The Aviation Academy – Graduation The Aviation Academy class was able to participate in the 134th Air Refueling Wing’s Orientation Flight program where they were able to fly on a KC-135 refueling mission. During this experience, each member was able to view the boom while a C-17 was refueling.

13. Aviation Education: The Aviation Academy – Evaluation Based upon the overwhelming positive feedback from Academy participants, the Aviation Academy was a success. The class survey provided us with extremely positive feedback as well as helpful advice for next year’s class. • Out of the 18 survey responses (out of class of 28), the following results were concluded: • When asked about the application process, all 18 participants said they were satisfied or very satisfied with the process. • When asked about the communication between themselves and the Academy throughout the program, all 18 participants said they were very satisfied with the communication. • When asked about the Academy’s materials, all 18 participants said they were satisfied or very satisfied with the materials provided. • When asked if they believe they know more about McGhee Tyson Airport now than they did before the Academy, all 18 participants said yes. • When asked if they would recommend the Aviation Academy to others, all 18 participants said yes. • Written feedback included: • “Awesome experience! I always am aware of the airport being in our backyard, but after the last 4 weeks, it truly made me appreciate what an asset it is to our community.” • “This class was informative and educational about aviation in general and our airport in specific. I also met and became friends with airport staff as well as public officials and business leaders. I highly recommend this class.” • “The academy was well organized from where to park your car to leaving at night. Everyone was very friendly and helpful. I walked away with a better understanding of the aviation industry. Highly recommended and had fun!”

14. Aviation Education: The Aviation Academy – Evaluation Beyond filling out surveys, 12 participants sent personal notes thanking us for the opportunity and nominating someone for our next Academy. Left: Letter from Jane Chedester, U.S. Senate Rep. Right: Letter from Nancy McEntee, College Professor

15. Aviation Education: The Aviation Academy – Budget Our budget for the Aviation Academy was $10,000, and as shown, we spent approximately $4,000 less than that. To view the complete budget, see the budget attachment in our electronic entry.