When Industry Knowledge - Like Infrastructure - Really Matters

Posted on Dec 21, 2011 in CHI Insight
Tags: public relations, marketing communications, b2b, public relations firms, integrated marketing communications

During casual conversation at an aviation company holiday party, the topic turned to the infrastructure of the airport. It was interesting to realize how little the general public knows about aviation operations.

One of the airport directors explained the process of painting those long yellow lines on the middle of the runways. “There are 93 miles of runway out here,” he smiled. “It takes a while to paint them.”

As regional airports go, this facility fits somewhere in the middle, capable of landing medium sized corporate jets, but no commercial airlines. The airport's generally rural location fits well into its surrounding environment and the impact on area communities is generally perceived as pretty low. And yet, its location near one of Illinois’ largest interstates close to the west boundary of Chicago’s suburbs makes it a highly desirable airport for corporate, government, commercial and personal transportation.

But it takes much work and upkeep to maintain the grounds. And the stats on the infrastructure are quite fascinating.


Businesses that Depend on Infrastructure

Along with 93 miles of landing strips on 145 acres of paved surface, there are 735 acres of mowed grounds to maintain. There are 800+ runway and taxi lights and 89 miles of wiring to illuminate all those bulbs, along with 50 runway, intersection and taxi way signs posted to help pilots navigate safely on takeoffs, landings and taxi strips.

On a total of 1,380 airport acres there are 20 buildings home to 30 separate businesses. The overall facility provides employment to 375 people and there are 337 planes based on the field.
Is all this information arcane? Not to the businesses that depend on the quality of the infrastructure, like a professional baseball team that hosts its games at a publicly funded ballpark, or a manufacturing facility that depends on the services of a municipality like water, electricity and waste disposal. In all these cases, the infrastructure may constitute the actual business you operate, but the quality of the infrastructure does impact the potential success of the business.


Communicating Your Industry's Back Story Communicates Your Products' Benefits

Your customers may never know the back story of your industry, or even care about the infrastructure on which you depend to operate. But that’s when industry knowledge matters most because it can often determine how you communicate the benefits of your products and services. 

At CHI, we know that every aspect of industry knowledge matters, especially when communicating your brand, product and services. One could even logically argue, in many cases, that where your company operates is part of the infrastructure of your brand.

That is why CHI makes it a priority to learn the back story of your business or industry. When industry knowledge really matters, we’re here to help you communicate it.

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