Client - Indy Jet



Regional Airport FBO – Business Jet Services

Situation

Indy Jet acquired an existing Fixed Base Operation (FBO) that focused primarily on smaller prop type airplanes. The company wanted to re-brand as an upscale Business Jet Facility offering higher level services for business jet operators.

Marketing Recommendations - Branding Efforts



New Logo, New Identity

• Develop new logo and tag line emphasizing jet services and convenience to downtown Indianapolis for out of town visitors.

• To enhance image of new identity for incoming jet traffic, professionally designed vehicle graphics were applied to all tarmac support vehicles and courtesy vehicles.
• New signage was developed and installed throughout the facility including lobby graphics, floor & window graphics, directional signage and maintenance department signage.

• New stationery package was designed and printed.
• New, full color, capabilities brochures targeting business jet pilots and scheduling personnel were developed. All collateral projected the new emphasis on jets along with a new, higher level, customer service attitude.
• Rack cards promoting jet service reservations for upcoming events in the Indianapolis area were produced in full color.

• Upper scale promotional items with new logo were given to visiting pilots as an appreciation of their business along with building loyalty for repeat visits.
• Branded staff apparel was carefully selected to promote an upscale image while building staff moral.
• Stylish branded apparel was offered for sale to visitors.

• Participated as an exhibitor in the annual high profile business jet trade show that attracts jet scheduling personnel. This demographic was found critical in building relationships.  These attendees were decision makers as to where jet operators will schedule fuel stops and overnight jet parking. A trade-show display and support materials were produced to enhance the new logo, tagline and image of Indy Jet - The Fastest Way to Indianapolis.
• Personalized follow-up with trade show contacts were made after the show to build on new relationships and to schedule upcoming services.

Results

Internal tracking of clients via jet registration numbers indicated an increase of repeat visits and new jet traffic resulting in 2010 jet fuel sales increasing 20% over 2009 resulting in a return on investment of over 150%.