Buy Hawaii, Give Aloha

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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Contact

[email protected]

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