ACIA-NA 2013
Excellence in Airport Marketing and Communications Awards
“The Aviation Academy”
Category: Community Outreach
Submitted by: Metropolitan Knoxville Airport Authority
Community Outreach: 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 cities (if any) in the US
offer 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 during a milestone anniversary year for the
facility, the Aviation Academy took on a life of its own. It
created a strong bond within the airport community itself as
well as attracted an array of quality applicants to be a part of
the class of 28 people chosen to participate. In addition, the
Aviation Academy made the airport more transparent to the
public through the creation of class ambassadors who
represented 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 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.
Community Outreach: 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 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).
Community Outreach: 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
Community Outreach: 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.
Community Outreach: The Aviation Academy – Selection Process
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).
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.
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.
Community Outreach: 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
Community Outreach: 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.
Community Outreach: 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.
Community Outreach: 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.
Community Outreach: 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.
Community Outreach: 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.
Community Outreach: 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!”
Community Outreach: 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
Community Outreach: 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.