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operations for lawful purposes,provided such uses comply with all applicable laws, <br /> regulations, ordinance and rules. The Operator will use its best efforts to promote <br /> such development with the twin goals of optimizing the Airport's financial <br /> performance, to maintain self-sustaining operations and promote economic <br /> development of the Airport. All costs associated with the marketing of the Airport <br /> as stipulated in this subsection will be borne by the Operator. <br /> 3.4.2 Periodically prepare and keep current a comprehensive information brochure <br /> regarding the Airport, subject to review and approval by the City, and make <br /> sufficient copies available for all reasonable public information purposes. The <br /> Operator will also conduct educational tours of the Airport for the public as <br /> reasonably requested by the City. <br /> 3.4.3 Additional Marketing Services. Operator will update the Marketing Plan for the <br /> Airport on a regular basis. The existing Marketing Plan is found in the current <br /> Airport Business Development Plan and Airport Master Plan. The Comprehensive <br /> Marketing Plan shall: <br /> a. Define the goals and objectives of the City for the Airport; <br /> b. Assess the Airport's strengths, weaknesses, opportunities, threats (SWOT <br /> analysis); <br /> c. Assess Airport resources; <br /> d. Identify the Airport's target audience,and identify and develop the message and <br /> marketing actions required; <br /> e. Identify marketing tools to deliver the message; <br /> f. Identify the resources needed to support the creation and implementation of the <br /> plan; <br /> g. Develop methods to measure the success of the Marketing Plan. <br /> 3.4.4 In maintaining the Marketing Plan and selecting the marketing tools the Operator <br /> shall take into account the funds available within the Approved Operating Budget <br /> and City's preferences and consult with the City during the process to obtain City <br /> input. <br /> 3.4.5 The cost for the additional marketing services may be appropriated as an addition <br /> to the Management Contract and shall be processed pursuant to City's change in <br /> services process or may be appropriated as separate funding in the Airport <br /> Operating Budget. <br /> ARTICLE 4 <br /> [THIS SECTION INTENTIONALLY LEFT BLANK] <br /> Page 20 of 34 <br />