Member Advocacy

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Advocacy Campaign Rolls Out New Ads, Tools for Industry

The latest efforts of the No Plane No Gain (NPNG) advocacy program include a new advertising campaign featuring businessman and golf legend Arnold Palmer, a wealth of up-to-date economic and survey information, and a robust set of online resources in the Business Aircraft E-Valuation Toolkit that assists business owners and flight operators in communicating the value of their use of business aircraft.

Each of these new additions is designed to achieve the goals set by NBAA and the General Aviation Manufacturers Association (GAMA) earlier this year, when they jointly launched No Plane No Gain. As part of its mission, the campaign provides advocacy resources for people within the industry.

A Trusted Voice Speaks Out for Business Aviation

The new advertising with Arnold Palmer – who is well known in business aviation circles as a longtime pilot, businessman and industry supporter – includes three print ads and three complementary 30-second video ads that build on the already successful NPNG campaign efforts.

"Arnold Palmer has always been an advocate for business aviation because he has a firsthand understanding of its essential role in serving towns and communities across the country," said NBAA President and CEO Ed Bolen. "For his entire career, business aviation has made it possible for him to succeed in golf and business – all from his hometown of Latrobe, PA, which doesn't have airline service."

Unveiled during NBAA's 62nd Annual Meeting & Convention in October, the ads feature Palmer speaking simply and powerfully to the benefits of business aviation and at the same time responding to those who would devalue the use of an airplane for business.

For example, in one print ad, Palmer states: "People who build business airplanes make things fly. People who use them make things happen. A few others make things up." In one of the video spots, Palmer states plainly: "For more than 50 years, using business airplanes is the single most productive thing I have done."

In his remarks at the Convention, Palmer asserted: "I know the value of business airplanes. I know what they have done for me and my companies. I know how important they are to my hometown. And I know how important they are to this country. So I wanted to speak out and help set the record straight."

GAMA President and CEO Pete Bunce explained that with Palmer as the spokesman, "We will be able to draw even more attention to the messages No Plane No Gain has been communicating: that business aviation supports over a million jobs, represents a lifeline for small and medium-size U.S. towns, enables companies to compete and succeed, and helps provide relief to people and communities in times of crisis."

The new ads convey the importance of business aviation to successful companies and the diversity of companies that rely on their airplanes to succeed – results that can be found in two recent reports prepared for NPNG.

Study: Business Aviation = Business Success

A new study conducted by NEXA Advisors for NBAA and GAMA found that by various well-accepted business measures, companies using business aviation outperform those without aircraft.

"It's no surprise that America's best-performing and mostadmired companies rely on business aviation to provide concrete and unique competitive benefits that are reflected in shareholder and enterprise value," Bunce said.

"This study shows what the people in the business aviation community have always known," Bolen added. "A business airplane is the sign of a well-managed company, because business aviation helps companies of all sizes be more efficient, productive and competitive."

The study concludes that "business aircraft users had a dominant presence, on average of 92 percent, among the most innovative, most admired, best brands, and best places to work, as well as dominating the list of companies strongest in corporate governance and responsibility."

"In conducting this study, we found that companies using business aircraft outperform non-users across every key financial and non-financial measure of business success," said the study's lead author, Michael Dyment, managing director of NEXA Advisors.

Dyment pointed to a number of compelling findings of the study, including:

  • Average annual revenue growth on a market cap-weighted basis was 116 percent higher for users of business aircraft than for non-users.
  • Average annual earnings growth was 434 percent higher for users of business aircraft than for non-users.
  • Total stock and dividend growth was 252 percent higher for users of business aircraft than for non-users.
  • Total share price growth was 156 percent higher for users of business aircraft than for non-users.
  • Market capitalization growth as measured by market value growth was 496 percent higher for business aircraft users than for non-users.

The study's authors examined how companies included in the Standard & Poor's (S&P) 500 performed in revenue growth, profit growth and asset efficiency from 2003 through 2008, the most recent six-year period for which complete data was available.

Business aircraft use was tied to key enterprise drivers outlined in the study; S&P 500 executives also were interviewed, and an independent cross-reference of findings was performed.

Business Aviation Community Is Diverse, Survey Finds

A new survey of business aviation users, conducted by Harris Interactive for NBAA and GAMA, depicts an industry in which the typical company that uses business aviation is a small to mid-size firm flying a single aircraft. This single plane is used by a broad mix of employees on trips that mainly rely on community airports with little or no airline service.

"These findings stand in stark contrast to recent mischaracterizations of business aviation operators," Bunce said. "The reality is, companies of all sizes rely on many different types of aircraft to be more competitive, productive, efficient and successful."

Bolen agreed, adding: "Although the manufacture and use of business aircraft contributes significantly to the national economy, the industry is often not well understood. This important study will help people see the real face of business aviation and underscore its importance to citizens, companies and communities across the U.S."

The survey, based on actual interviews conducted with pilots and passengers involved in business aircraft flights, finds:

  • Small companies operate the majority of business aircraft. Most companies (59 percent) operating business aircraft have fewer than 500 employees, and 7 in 10 have fewer than 1,000 employees.
  • Companies using business aviation typically operate only a single aircraft. The majority (75 percent) of companies operate only one turbine-powered aircraft.
  • Managers and other mid-level employees are the typical passengers on business aircraft. Only 22 percent of passengers on business aircraft are top management (i.e., a company's chairperson, board member, CEO or CFO); most are other managers (50 percent) and or technical, sales or service staff (20 percent).
  • Employees use their time onboard company aircraft more effectively and productively than when they are on airline flights. Some passengers even estimate that they are more productive on the company aircraft than they are in their office because they have fewer distractions in flight.
  • A large majority of flights (80 percent) are made into secondary airports or airports with infrequent or no scheduled airline service.

The survey was conducted online and by mail between June 1 and October 6, 2009, among 350 business aviation pilots, flight department mangers and directors of aviation, and 289 business aircraft passengers.

E-Valuation Toolkit Brings It All Together

"Those of us in the business aviation community understand well how a business aircraft helps a company be more efficient, productive and successful," Ed Bolen explained in unveiling the new online resource known as the Business Aircraft E-Valuation Toolkit on the NPNG web site. "The idea behind this resource is to give people the tools they need to help them measure and explain the value of the asset to others."

Pete Bunce added that the toolkit provides the "information for articulating the value of a business aircraft literally at people's fingertips. We're confident that this resource will be indispensible in helping the industry clearly communicate the benefits of business aviation."

The two leaders announced the launch of the new resource during NBAA's Convention as part of an update on NPNG with the news media.

The Business Aircraft E-Valuation Toolkit identifies five basic resources every company in business aviation should have for measuring an aircraft's value – regardless of the size or type of the business involved:

  • A policy statement regarding use of the company's aircraft;
  • A method for establishing metrics to quantify an aircraft's value;
  • A document-retention program to catalog relevant information about the missions conducted with the aircraft;
  • A presentation for a company's internal audiences, so that employees can become advocates for the flight operation; and
  • A presentation for external audiences – including the news media, lawmakers and others – so that a company can promote the benefits of business aviation.

The toolkit contains essential guidance, including documents outlining best practices, sample templates and other resources. The documents are accompanied by a series of tutorial videos that walk viewers through the key considerations for developing the five resources that measure an aircraft's value. Each of the video presenters outlines the best practices currently used to measure and explain the value of business aviation, and provides tips and tools for applying those best practices.

Business Aircraft E-Valuation Toolkit

Available on the No Plane No Gain web site, the new toolkit identifies five basic resources every company in business aviation should have for measuring an aircraft's value – regardless of the size or type of the business involved.

Find These Resources on the No Plane No Gain Web Site

Video Ads
www.nbaa.org/npng/ads-video

Print Ads
www.nbaa.org/npng/ads-print

NEXA Advisors Study
www.nbaa.org/npng/nexa-2009

Harris Interactive Survey
www.nbaa.org/real-world

Business Aircraft E-Valuation Toolkit
www.nbaa.org/e-valuation

FOR MORE INFORMATION


Visit www.noplanenogain.org.