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Airport authority hires MS Creative for marketing work, approves phased plan
Summary
The authority accepted a marketing services proposal from MS Creative (MS Marketing) that outlines a four‑phase plan to boost airport awareness; initial discovery work (Phase 1) is budgeted at $2,500 and the motion passed 4–0.
The Manistee County Blacker Airport Authority voted unanimously on March 16 to accept a marketing proposal from MS Creative (MS Marketing) to develop a multi‑phase marketing plan. The motion to accept the proposal was made by Jeff Dontz and supported by Vice‑Chair George Becker; the roll-call vote was 4–0 with three members absent.
The marketing proposal in the meeting packet lays out a four‑phase approach: Phase 1 (Discovery & Insight, April–June 2026) at $2,500; Phase 2 (a three‑year marketing plan with a modest fee listed in the packet); Phase 3 (implementation beginning July 2026) to be executed under a board‑approved media plan; and Phase 4 (monitor and optimize) ongoing. The packet emphasizes stakeholder outreach, a SWOT workshop, stakeholder surveys, website and creative development, regional partnership work and performance metrics for passenger growth and awareness.
Airport staff said the proposed work will support efforts to increase service awareness and complement airline marketing. The authority authorized staff to proceed with contracting and the work will be brought back to the board as specific implementation budgets and KPIs are developed.
