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Proposal under the Small 

Community Air Service 

Development Program

Docket OST-2011-0119

Delta County Airport

3300 Airport Road

Escanaba, MI 49829

Legal Sponsor: County of Delta

3300 Airport Road

Escanaba, MI 49829 

DUNS # 086182953

Congressional District Code #01
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Table of Contents

Appendix B: Grant Application Summary Information Form

I. Grant Proposal and Major Objectives

II. About Delta County

III. Delta County’s Existing Air Service

IV. Delta County’s Historical Service

V. Air Service Needs or Deficiencies

VI. Delta County’s Strategic Plan for Meeting those Needs

VII. Necessary Funding for Implementation of Delta County’s 

Project

VIII. How Delta County Will Monitor the Success of the 

Program

IX. A Description of Continuing the Project if not 

Self-sustaining

X. Community’s Air Service Development Efforts Over 

Past Five Years

XI. Designation of a Legal Sponsor Responsible for 

Administering the Program

XII. Summary

ATTACHMENTS:

Attachment A: Letters of Support

Attachment B: Annual Enplanement Charts

Attachment C: Legal Sponsor and Contact Information
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Delta County Airport – SCASD Program - Docket DOT-OST-2011-0119

I. Grant Proposal and Major Objectives

Grant Proposal Amount: $72,500.00

Major Objectives: (1) Increase passenger boardings to 10,000 

(2) Developing a new campaign, “FLY ESC, Escape via Delta

County Airport”, that will market our selected EAS air carrier for

Delta County Airport, putting the emphasis on their upcoming

changes to the air services being provided, and customer 

convenience for the next year.

(3) Stop passenger leakage through an aggressive marketing 

campaign to publicize and market Delta County’s air service at 

a better dollar value by flying locally rather that driving to 

Marquette, MI or Green Bay, WI. 

I. About Delta County

The cities of Escanaba and Gladstone are the population centers of the county and reside 

within 10 miles of each other. The airport is located just inside the city limits of 

Escanaba. The population of Delta County is about 38,000. Escanaba, Michigan is 

approximately 100 miles north of Green Bay, Wisconsin on Lake Michigan. Since Delta 

County is part of the Michigan’s Upper Peninsula, Escanaba is 375 miles from the state 

capital in Lansing and 435 miles from Detroit, a major destination for residents of the 

Upper Peninsula. 

Though the area is not considered remote, long stretches of desolate areas lie between 

population centers. With this unique demographic, the airport is an essential, vital and

valuable asset for the community to maintain connectivity. 

III. Delta County’s Existing Air Service

Delta County is an Essential Air Service community and has been since 2002 when 

Skyway/Midwest Connect filed for EAS status after Mesaba/Northwest pulled out.

Delta Airlines is now servicing the Delta County Airport. Northwest Airlines started 

June 5, 2008 and Delta and Northwest Airlines announced a merger and was completed 

by December 2009. Both Northwest and Delta Airlines have had passenger boardings 

continuing to increase slightly, with holiday and summer vacation numbers showing 

appropriate rises.

Our carrier service over the past year has seen increased stability and enjoyed the loyal 

customer base. With more time and continued efforts to educate the public through 
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Delta County Airport – SCASD Program - Docket DOT-OST-2011-0119

marketing grants such as this one, Delta County Airport believes our enplanements could 

get back to the 10,000. Delta Airlines, in July 2010 was awarded another two year EAS 

contract for Delta County and has since added a second flight departing to Detroit, 

allowing more flexibility and convenience to our passengers. Currently we have service 

to two major hubs, two (2) departures to Detroit and one (1) departure to Minneapolis.

Delta County Airport has recently been notified of Delta Airlines changing its service to 

all of its 24 EAS communities. One of these changes if that their SAAB 340 fleet is 

being retired. Another change is that the air carrier is looking to discontinue service to 

some to a number of their communities. Delta County has been in contact with Delta 

Airlines and we are pleased that Delta County Airport will still be serviced by Delta 

Airlines, two flights daily to Detroit (arrivals and destinations directly out of Escanaba; 

we are no longer sharing our flights with Ford airport (IMT). Going from 33 seats shared 

to a CRJ Jet with 50 seats independently, we believe this will definitely aid us in our goal 

of increasing our enplanements, recapturing the leakage to other hubs, and now have the 

opportunity to gain more passengers from other airports that will have their service

discontinued by Delta Airlines.

The past few years have been a confused road for our customers to travel. We believe 

that this marketing grant is critical to increasing our enplanement numbers and educating 

our multi-communities about these latest changes, which will allow Delta County 

passengers more choices, opening up travel “anywhere in the world”.
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Delta County Airport – SCASD Program - Docket DOT-OST-2011-0119

Our enplanements72 have continued on an upward trend since Delta Airlines 

started service in July 2010 as Delta Airlines. We believe that this trend will continue as 

we are confident that our final enplanement numbers will surpass 10,000 boardings. 

With the possible new changes taking place by the end of this year, jet service will allow 

for more passengers boarding through Delta County, even as our schedule number of 

departures are decreasing by one. 
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Delta County Airport – SCASD Program - Docket DOT-OST-2011-0119

IV. Synopsis of Delta County’s Historical Service

Before 9/11 Delta County Airport was served by two airlines and passenger boardings 

approached 20,000. Mesaba served the community with at least six flights a day to 

Detroit and Minneapolis using the Saab 340. Skyway Airlines also served the area with 

three flights using Beech 1900’s nonstop to Milwaukee.

After 9/11 Mesaba decided to apply for EAS funding for their service to Escanaba. The 

funding was denied because Skyway/Midwest also operated from Escanaba. Mesaba 

discontinued service and enplanement numbers fell drastically in 2002. Since then, 

Skyway slowly increased boardings to almost 10,000. 

Also, during this time period, terminal renovation was started and completed in 2005. 

The community can take pride in its contribution to this FAA assisted project. The 

terminal provides a great front door to the community and is very functional. With the 

help from FAA funding the community has also been able to invest in maintaining an 

excellent airside facility. 

Delta County is an Essential Air Service community and has been served by 

Skyway/Midwest Connect. Midwest Connects’ EAS contract expired May 31, 2007. 

They decided against submitting a bid for another two years, but continued to serve until 

a replacement airline was named to service Escanaba. Great Lakes Airlines was 

awarded the EAS bid in late 2007. After much delay, they lost their award and our EAS 

contract was once again reopened. Northwest Airlines/Mesaba was then awarded the 

EAS bid in early 2008. They announced a start date of June 5, 2008. With the 

understanding that Midwest Connect would continue commercial air service until our 

new carrier could start, we were continuing to inform the community of changes as they 

happened. Midwest Connect then suspended service as of April 5, 2008, only giving the 

community a one-week notice before termination. Northwest Airlines service did start 

June 5, 2008, but not before the airline filed a 90-day Termination Notice with the FAA, 

stating financial issues because of the severe increases in jet fuel costs. Once again, 

Delta County’s commercial airline service was in jeopardy. The community had had 

enough, believing that Delta County Airport would not be able to offer a stable service, 

creating increased drops in enplanement numbers and losing customer faith and loyalty. 

With Northwest Airlines finally in service, numbers started to slowly increase. Delta and 

Northwest Airlines then announced a merger. As both Airlines worked to have Delta’s 

name emerge and still coexist, passengers were more confused because ticketing was 

showing both airline names and customers weren’t sure who they were flying with. 

December 2009, the merger was completed, Delta Airlines was the only company and we 

felt relief as our boardings started to slowly increase again. Delta Airlines has since been 

awarded the new EAS contract as of July 2010. 

As of July 30, our enplanement numbers have steadily increased; we believe that this 

trend will continue, allowing us to reach our goal of 10,000. With the current changes 

Delta County Airport has been informed about, we feel this marketing grant program is 

critical to keep our multi-community passengers informed of these changes. With the 

confusion of Delta Airlines retiring their SAAB 340 Fleet, that will mean some 
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communities will also see their commercial service discontinued. Delta Airlines has 

committed to continuing to service Delta County Airport; service will be changed to two 

(2) flights daily to Detroit bring in jet service for both flights and no longer having to 

share these flights with Ford Airport (IMT). 

Delta County Airport believes that Delta Airlines will continue to service our airport and 

our surrounding communities; this grant will ensure the success for both of us.

V. An Analysis of Air Service Needs or Deficiencies 

The Delta County Airport has now had air carrier service provided by Delta Airlines 

(merged with Northwest Airlines in December 2009) for just over two years. We have 

utilized a limited advertising budget and enplanements have been slightly increasing. 

Since 2001, changes at the Delta County Airport have had the general public feel like 

they are walking through a revolving door, not knowing which air carrier will be here or 

for how long. These latest changes need to be marketed through a very strong advertising 

With funding from this marketing grant, we plan to implement new ways to educate and 

familiarize the community with Delta Airlines and some of their practices such as 

ticketing services, schedules, friendly agents, and the direct and indirect benefits of 

“Flying from Your Local Delta County Airport”. The airport provides free parking, 

travel time savings, and economic benefits for the entire community. We plan to support 

our air carrier service and continue to help increase local enplanements. 

VI. Delta County’s Strategic Plan for Meeting those 

Needs:

Proposed Marketing Campaign:

“Fly ESC, Escape via Delta County Airport”

The overall goal of this proposal’s funding is to increase enplanements at the Delta 

County Airport. The airport plans to establish an aggressive new marketing campaign 

“Fly ESC, Escape via Delta County Airport” help maintain and improve existing air 

service and educate the public on Delta County’s available air service and the benefits of 

flying from Delta County versus driving elsewhere to catch a flight. Components of the 

one year plan include, but are not limited to:

• A multi-media advertising campaign, including TV, radio, newspaper, and billboards.

• A target mailing to key business professionals that are not currently using Delta County 

Airport.

• Establish a Committee of individuals to aid in the advertising and promotion of Delta 

County Airport, including making presentations to local civic groups, and 

Chamber events.

• E-mail on a consistent basis to Chamber members in Delta County as well as the 

surrounding area
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Delta County Airport – SCASD Program - Docket DOT-OST-2011-0119

• Update Delta County Airport’s webpage highlighting our new campaign, current flight 

schedules and other airline information, security information and tips about 

ways to fly smart and stress-free.

• A customer-service program, presenting and speaking about the airport and airline 

facilities and services to organizations and business groups in surrounding 

counties around Delta County Airport that do or could use Delta County Airport 

as the start. 

The Airport staff, specifically airport assistant manager, has an extensive background in 

marketing. From this position she has been able to develop and implement a marketing 

plan that was in past years funded by the state. The airport was able to use the assistant 

manager’s skills, bypassing the need for a local marketing firm, and achieved excellent 

value on direct dollars spent. The assistant manager will now be responsible for the 

implementation and development of this marketing proposal. She will monitor the plans 

impact and results and be responsible for reports. Analysis and adjustments to the plan 

will be made in cooperation with the Delta County Airport Advisory Board. Reporting to 

the Department of Transportation will take place quarterly showing the progress being 

made. Promotional and advertising materials will be provided to the D.O.T. as well. A 

final report will be prepared at the end of the project showing what the grant funding was 

used for at the Delta County Airport, due mostly to the grant funds being awarded. The 

salary and benefit package of this administrative marketing position will be the in-kind 

contribution from the Airport. 

VII. An Analysis of the Necessary Funding for 

Implementation of Delta County’s Project

Delta County Airport will launch an extensive two-year marketing campaign for our EAS 

carrier, immediately after notification of award. These funds will allow us to primarily 

focus on three areas: 1) increase our passenger boardings, 2) to continue to increase 

awareness of Delta County Airport’s new “Fly ESC, Escape via Delta County Airport” 

campaign, showing the economic impact to our multi county area and aid in introducing 

the upcoming changes to the same; and 3) the recapturing of passengers lost to 

Marquette, MI and Green Bay, WI 

Below is a synopsis of our plan. Our media advertising consists of eight radio stations, 

two television companies, billboards, newsletters, and one countywide newspaper. The 

commitment of these companies in the past has proven unlimited; the current proposals 

are the same high quality. Other packages include web-site update and maintenance, 

direct mail program, and passenger promotions, along with sponsored events at the 

Airport for the community to get a real sense of what we offer to the local area. 
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Delta County Airport – SCASD Program - Docket DOT-OST-2011-0119

HOW ADVERTISING CAMPAIGNS ARE SUCCESSFUL

National Research has shown that targeting customers through demographics is a great 

place to start...but a poor place to stop. Whether you are an advertiser in a major 

metropolitan city or in the Upper Peninsula of Michigan, where we are, there is a lot 

more to the marketing landscape that just age and sex data.

Here are key findings where advertising takes place on radio, in print or on television:

1) Successful Advertisers run a high number of commercials per week. Radio listeners 

will listen to many radio stations weekly, but will spend 75% of their time with their 

favorite radio station. Newspaper print needs minimum of 3 ads per week, creating 

repetition for the reader and also familiarity with the same type of ad or using the same 

logo. Billboards are proven to only have a 7 second window of viewing, so the design is 

critical with vibrant colors, large print and short messages. Using optimum effective 

scheduling, advertisers will get more value for the dollar, increasing the number of 

readers and listeners, which will ultimately increase the number of enplanements, the 

Delta County Airport’s top priority. Enplanement number increases reflect SUCCESS of 

our aggressive marketing campaign.

Delta County Airport

Proposed Budget – One-year Marketing Campaign

SCASD CASH MATCHING/

ADVERTISING FUNDS IN-KIND

The Daily Press (newspaper) $10000.00 $ 3000.00

Radio Results Network (5 radio stations) 15000.00 10000.00

KMB Broadcasting, Inc. (2 radio stations) 10000.00 5000.00

WLUC TV 6 (TV and Internet coverage) 10000.00 3000.00

Charter Media (cable coverage) 10000.00 1500.00

Other weekly print material 5000.00

PUBLIC RELATIONS/COMMUNICATIONS/RETENTION

Brochures/Direct Mail 2500.00

Passenger Recruitment/Promotion/

Web-Site Update and Maintenance/

Passenger Surveys/Giveaways/

Promotional Events/Presentations/

Speaking/Chamber Events 10000.00

County of Delta (Allocation – cash) 10000.00

Delta County Airport (cash) 5000.00

Airport Staff (In-Kind) 5000.00

Totals $72,500.00 $15,000.00 $27,500.00
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Delta County Airport – SCASD Program - Docket DOT-OST-2011-0119

The Delta County Airport notes that the planned expenditures for each element of the 

marketing activities may shift marginally as the activities are executed and results of 

different components are measured. Prior to any measurable change in allocation of 

project funds, the Airport will consult with the D.O.T.

Based on the economy of Delta County, Tourism is the #2 Industry. The media package 

is designed to have direct contact with this group at every level of their visit; to reach 

them whether in the car, in the motel, or participating in one of the many local events that 

take place throughout the year. 

VIII. A Description of How Delta County Will Monitor the 

Success of the Program

The success of the program will be validated by a steady increase in enplanements and 

the completion of the program milestones. With a year-long program, we believe that the 

impact of the campaign will be more reaching and longer lasting. Delta County will 

continually monitor and make modifications as necessary to insure success.

Milestones:

(1) Grant notification day, initiate the marketing process, contacting vendors and 

finalizing development of material and campaign schedule.

(2) Monitor enplanements monthly for increase, indicating program success.

(3) Monitor destinations to determine if new hubs are being added or considered

(4) Evaluate and make adjustments to continue aggressive marketing plan.

(5) Survey passengers and continue monitoring enplanements monthly for an 

increase.

By continually evaluating the marketing campaign, weaknesses can be omitted. Since

Delta/Northwest Airlines completed their merger, they have created a loyal customer 

base. As enplanements are monitored, the success of the program will be determined 

with increased numbers and sustainability, being the Delta County’s #1 priority. 

IX. A Description of Continuing the Project if not Selfsustaining

With an aggressive marketing plan, we can achieve the goal of reaching our enplanement 

potential. As enplanements increase, we will work closely with our EAS air service to 

gain better connectivity to our national transportation system, particularly access to state 

and business endeavors in Lower Michigan. We expect the economic health and 

community awareness of the airport benefits to improve with increased usage. As the 

economic benefits are realized, Delta County will be in a more attractive position to 

encourage business growth. Enplanements will continue to be closely monitored and an 

advertising budget maintained accordingly.
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Delta County Airport – SCASD Program - Docket DOT-OST-2011-0119

X. A Description of the Community’s Air Service 

Development Efforts Over the Past Five Years

In the past, the State of Michigan supported the airports be making available a 

$25,000.00 Marketing grant with a 10% local match. Delta County Airport always 

participated in this program. A local marketing firm was a part of this plan for a number 

of years. Recently, our Assistant Airport Manager was hired specifically for her 

marketing experience and was soon able to implement the airport marketing plan directly 

achieving greater value per advertising dollar. The Assistant Manager maintained an 

excellent relationship with the State administrator with follow-up reports and advertising 

achievements. During this period, enplanements showed steady increases. Due to budget 

constraints the State is no longer able to offer this program.

Delta County area is a small rural community, and we take pride in what we have been 

able to do with our facility. Maintaining an excellent airside facility and renovating the 

terminal building was a huge community commitment. Working with our EAS carrier by 

keeping their operating costs at a minimum has helped to keep our community very 

competitive.

XI. Designation of a Legal Sponsor Responsible for 

Administering the Program

The County of Delta, is the sponsor of the grant application; the Delta County Airport 

will be responsible for the overall administration of the program. The County of Delta 

and Delta County Airport staff will, if granted federal funds, live up to all elements 

outlined in the assigned agreement and will provide all required reports to US DOT 

regarding the progress or achievement of the goals of our Strategic Plan, as well as an 

accounting of funds used in the pursuit of our objectives.

XII. Summary

The Delta County Community is very proud of their new terminal building and airport 

facility. Delta County requires funding to market the airport and work to establish 

increased enplanements with our air carrier Delta Airlines. With increased enplanements,

cooperative efforts can be made to work with our EAS carrier for possible service to 

requested destinations. This grant will be crucial to make this happen. 

Any partial funding for this proposal in this grant cycle would be greatly appreciated.

Thank you for your consideration.
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 ATTACHMENT A

Small Community Air Service

Development Program

Grant Proposal

Docket OST – 2008-0010

LETTERS OF SUPPORT

1) Representative Ed McBroom (mailing

separately)

108th District, State of Michigan

2) Delta County Commerce Center (mailing

separately)

a) Delta County Chamber of Commerce

b) Delta County Economic Development 

 Alliance

 c) Bays de Noc Convention & Visitors Bureau

3) City of Escanaba, Michigan (mailing separately)

4) City of Gladstone, Michigan (mailing separately)

5) Senator Carl Levin (mailed separately)

US Senate – Michigan

6) State of Michigan – Bureau of Aeronautic

(mailed separately)
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ATTACHMENT B

DELTA COUNTY 

ENPLANEMENT FIGURES
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ATTACHMENT C

DELTA COUNTY AIRPORT 

CONTACT INFORMATION

Legal Sponsor

Thomas Elegeert Nora Viau

Chairman, Board of Commissioners Administrator

County of Delta County County of Delta

310 Ludington Street 310 Ludington Street

Escanaba, MI 49829 Escanaba, MI 49829

906-789-5100 906-789-5100

Grant Project Director 

Connie Ness, Manager

Delta County Airport

3300 Airport Road

Escanaba, MI 49829

906-786-4902

airport@deltacountymi.org

Primary Contact/Grant Administrator

Kelly Smith, Assistant Manager

Delta County Airport

3300 Airport Road

Escanaba, MI 49829

906-786-4902; airport@deltacountymi.org