By Alexis McDaniel
Bridgeport Times
September 16, 2000

Bridgeport's airport complex is home to some of the world's most well known aviation and aerospace companies. It's in a central hub on the East Coast. It features a new industrial park that will grow to at least 200 acres and the longest runway in the state. It is supported by training programs that feed quality employees to businesses.

But the words Mid-Atlantic Aerospace Complex (MAAC) and the Benedum Airport in Bridgeport, W.Va., at an international trade show - Where metropolitan cities such as New York and Seattle are competing are attention. The response is likely to be, "Where's that?"

That's often the problem Jim Skidmore faces when he is networking as a contract consultant for MAAC. Among his duties is to attend about a half-dozen aerospace trade shows a year, but he said the identity problem doesn't just happen when he's out of state, where the problem really surfaces. "We've got people a mile from this airport who don't know who MAAC or the airport are," he said during an interview at his office at KCI Aviation.

To attack the problem, MAAC, as the marketing representative for the airport and its businesses, is preparing a slick, multi-media advertising campaign that includes a 20 page book, brochure, eight to 10 minute video, which also will be transferred to a CD and accessible through the Internet (www.maacinc.com), and a logo that has been updated to a more modern version.

Charles Ryan & Associates of Charleston was hired for the project, Skidmore said. It's been in the works for about 18 months, but the first item is off the press. The book features messages from congressional leaders, background on MAAC and the community, a map and articles on MAAC members.

"It is imperative," Skidmore said, "to professionally market and promote MAAC and its assets and members at the highest, creative, imaginative and attention-getting way it can, regardless of what it takes because the state of competition out there is absolutely like a war."

There are communities and parks and states giving away land, buildings and equipment so it takes a massive effort to promote the MAAC name, location, members and benefits just to get out foot in the door," he said. Skidmore stressed the importance of working together.

MAAC's members are the airport, Lockheed Martin, Bombardier Aerospace, Pratt & Whitney Engine Services, Inc., Aurora Flight Sciences of West Virginia, KCI Aviation, FMW Composite Systems, Robert C. Byrd National Aerospace Education Center and the RCB Institute for Advanced Flexible Manufacturing and the Army National Guard Fixed-Wing Aviation Training Site.

The book pushes the benefits of doing business in the Mountain State: competitive wage rates and a skilled workforce, quality of life, location on the I-79 corridor, economic incentives. And it attempts to sell the reader on the new industrial park and the networking opportunities that come with it.

Full-page photographs illustrate the articles. In the mix, there are pictures of children playing with toy and real airplanes. Skidmore said the children were used to depict the age of the industry. It's young, exciting and growing. It's the future, he said.

Skidmore said he is pleased with the new public relation's campaign and hopes its message sticks with the executives the complex wants to attract. "We're going to give them out like cookies," he said of the materials. MAAC likely will purchase advertising in aviation and aerospace trade magazines and will consider commercials.

"We take our message to all the trade shows and we belong to a number of professional organizations," he said. MAAC often works with the West Virginia Development Office and has the support of congressional leader, such as Sen. Robert C. Byrd and Congressman Alan Mollohan.

"We use the local companies (at the complex) to open the door for us. They've historically provided us with contacts," he said, "and we use them judiciously."

The public relations project is supported with state and federal government grants and contributions from its members.

Skidmore has been with MAAC since its inception in 1987. He was working at the gas company and was a loaned executive before moving into a full-time position with MAAC. MAAC was incorporated in 1992. It's mission is to support and assist companies in acquiring new business, attract new business to build and create jobs and help with the growth and development of the airport. The complex employs 1,200 people.