JAIMS and HBL : Building a Healthier Hawai'i

26 Jul 2017

JAIMS and HBL : Building a Healthier Hawai'i

 

During the GLIK 2017 Spring Program, JAIMS students worked with Hawaii Bicycling Leage (HBL) to promote a healthier Hawai’i. The group comprised of Srinita Mitra (India), Erika Ishikawa (Japan), Darlynn Remolino (Philippines) and Prem Kumar Ramadas (Malaysia) presented their analysis and strategic recommendations for HBL to increase membership and event participation.

The initial analysis presented looked at a number of factors such as market positioning as well as current programs and partnerships. By doing so, the group provided the following recommendations:
1) Increase Membership, and 2) BikeED to Junior Membership Club Strategy.

 

 

  

 

The group gathered and analyzed membership data by looking at event participation and online activity. In their research, the team found the BikeEd is the biggest and longest running program facilitated by HBL. Presently, BikeEd reaches 87 schools in Oahu and approximately 8,500 students each year. The model that HBL utilizes allows them to connect the Kid with Aloha Fun Ride with a graduation ceremony upon completing the program. Capitalizing on these elements, the group saw the potential cash flow opportunity by creating a Junior Member Program/ Club. The program will allow children to join existing event such as Aloha Fun Ride while creating community for junior members to engage and participate.  The group utilized the idea of the Girl Scout Strategy and Kinder Joy. The Girl Scout Strategy promotes the development of techniques and strategies at an early age while emphasizing the essence of belongingness, community, and leadership. Kinder Joy on the other hand doubled the sales for Ferrero Rocher by incorporating a small toy inside the chocolate wrapper. It utilized the element of surprise through gifts and participation. Combining both strategy and banking on the core competency of HBL, the group believed that Junior Membership, as an extension to BikeEd, will encourage increase participation amongst younger demographic.

 

 

Monetary Conversion
To support their conceptual analysis, the team analyzed their market size and assessed their potential conversion. Given the data of approximately 8,500 kids and utilizing a meager 3%, that amounts to 170 to 255 potential kids.  However, kid's participation would require parent participation. With the assumption that if one parent of each kid joins, the number could increase to a range of 340 to 510 overall participation. That leads to a healthy growth rate in the potential conversion of parents and children.

 

Complementary Website Strategy
To support the initiative on the back-end, the group analyzed the website which is presumably a lead channel for conversion. The group analyzed that both BikeEd and Cycling Workshop tabs generated 21% and 25% clicks. These suggest that online users are interested in these programs. The group suggested to rearrange the layout to further increase visibility and introduce the website to the junior members.

 

Complementary On-site Strategy
To aid the back-end implementation of the website strategy, an on-site strategy must be implemented. The team proposed that each school has a designated Junior Member Champions. They will be the junior ambassadors who will promote the BikeEd program, advocate for bike safety which would lead to stronger connection between HBL and BikeEd. These will empower kids to be community leaders.

 

How to get Funding

The team analyzed the sponsorship required year after year for a period of four years. Basing off the project number of kids ranging from 170 (Y1) and 294 (Y4), the group estimated a scholarship value of $13,305 (Y1) and $16, 067 (Y4). The idea is to solicit sponsorship from organizations and provide tax exempt value while becoming a part of educational and personal development of kids in Hawaii.  The group reached out to Matson, Crazy Shirts, and Nokia, which have all shared their openness to participate.

 

Event Participation Expansion

Tapping US Sports Tourist for Honolulu Century Ride (HCR)
Based on the group’s research, Hawaii had approximately 1.8M to 3.5M tourists coming from the US Mainland and Japan in 2016. Around 1-2% of these tourists come to Hawaii to participate in sporting events like the Honolulu Marathon and Honolulu Century Ride. For HBL, the participants coming from Japan comprise the biggest number because of their long-time partnership with Asatsu-DK.

 


Monetary Conversion

Analyzing the US Sports tourist for HCR,  a total of 6.7M tourist from New York, San Francisco, Los Angeles, and Seattle are targeted by the Hawaii Tourism Authority in 2017. Assuming 1% of  US mainland participation in HCR in 2016 coupled by an $85 registration fee, a potential revenue of $100,895 may be generated. This is not farfetched as a recorded 18% of website visits from the mainland were focused on events like HCR.

 

 Implementation of Conversion through Partnerships

 

To facilitate the program, the group suggests that HBL partner with Japanese organizations such as JTB, JAL and HIS. By providing packaged sports tours to Hawaii with increased value in registration, logistics, support, and socialization, there is a higher success in collaboration.

 

 

Summary
The team believes that HBL has all the elements to increase its presence in Hawaii through the Junior Membership program and Strategic Partnerships leveraging on sports tourism. These efforts will run through short, medium, and long term projections with various activities and tasks supporting successful implementation.

 

 

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