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BuyHawaii,GiveAlohaPromotionalPlatform
June2017
TheProblem
• Hawaiihastremendousemotionalbrandvalue• RecordnumbersofHawaiivisitors,#1weddingdestination• Purchase,re-purchaseofproducts
• Unfortunately,Hawaii’siconicdesignstylesandpopularproductsareoftencopied• Otherdestinationsimitate• Manufacturersaroundtheworldsell“Hawaiian”products
• LowqualityproductsdilutetheHawaiibrand,whilecopycatproductsalsotakerevenueawayfromHawaiicompanies
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ASolution
• Asweseektocreatejobs,DBEDTpromotesauthenticproductsmanufacturedinHawaiithatareexported,aswellasconsumedlocally• Astheirsalesincreaseanddemandgrows,sowouldtheirhiring• ConsumersunderstandthevalueofauthenticHawaii-madeproducts• ThisscarcityallowsahigherpricepointandprofitmargintohelpovercomethecostofmanufacturinginHawaii
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Objectives
• TodevelopandimplementabrandingplatformtobeusedbyBDSD/DBEDTforexportpromotionattradeshows.
• Desiredoutcomesandmeasurablebenefitsare:• ParticipationbyallcompaniesregisteredforBDSD’stradeshows;
• IncreasedawarenessofandaffinityforauthenticHawaii-madeproductsamongboththetrade(importersanddistributors)andconsumers,measuredbyperiodicsurveysandsuccessstories;
• IncreasedrevenuesandhigherprofitmarginsattributedtotheHawaii-madebranding;
• Ultimately,increasedjobsinmanufacturingandexport.
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TargetAudiences
• Visitorconsumers• Consumersabroad• Localconsumers• Trade
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BrandValues
• Relevance:meaningof“Aloha,”evokingnostalgia,asenseofbelonging/community,localpride,asenseofresponsibilityor“kuleana,”economicallyandenvironmentallysustainable• Credibility:Authentic,fromHawaii• Differentiation:uniquefromanyotherlocationonEarth,culturalaspects,designelements,higherperceivedvalueleadingtohigherpricing• Stretch/innovation:re-interpretationofHawaiiandesign,fashion
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KeyMessages• Whyshouldwe“BuyHawaii,GiveAloha?”
• ShoppinglocallysupportsHawaii’ssmallbusinesses,whichinturnhelpsdrivetheHawaiieconomyandkeepmoneycirculatinglocally
• Defineandcommunicate“Aloha”• Alohaisloveandcaring(“Thisgiftmademethinkofyou.”)• Alohaissharedamongcommunities,itisinclusiveandsustaining(“Isupport• Hawaiibusinessesandthecommunitywiththispurchase.”)• Alohabringshappiness(“ThiswillremindmeofthetimeIenjoyedHawaiiso
much.”)• Howwillthishelpexporters?
• ExportingiscriticalforHawaiicompaniestoexpandanddiversifytheirbusinessbeyondthelimitedHawaiimarket.Byincreasingexports,morejobscanbecreated.
• Howwillthishelpthesupplychain,i.e.,distributorsandretailers?• Demandforauthentic,Hawaii-madeproductsishighandcanachieveahigher
pricepoint.
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Methodology
1.DBEDTBooth 3.HawaiiCompanyBooths
2.Promotion
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Website
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