Hawaiian Legacy Hardwoods Plans Book by Thomas Obungen

PLANS BOOK

HAWAIIAN LEGACY HARDWOODS COURTNEY CURRAN EMILY GUIDRY-NGUYEN MELISSA KIRBY ARIANA MASUOKA THOMAS OBUNGEN

TABLE OF CONTENTS Executive Summary

Situation Analysis: Hawaiian Legacy Hardwoods

Publics

Goals, Objectives, & Strategy

Tactics Stategic Partnerships Blue Planet Foundation Kokua Hawaiâ&#x20AC;&#x2DC;i Foundation Hawaiian Electric Company Traditional Advertising Direct Mail Print Radio Out-of-home Non-Traditional Advertising Social Media Interactive Media

22 23 24 25 27 34 36 42 45

Events Legacy Gallery Kokua Festival Green Drinks Eat the Street USGBC Green Gala Calendar

46 52 53 54 55

Budget

Media Plan

Evaluation

EXECUTIVE SUMMARY

awaiian Legacy Hardwoods (HLH) is a company and reforestation effort located on a 2,700-acre plantation on the slopes of Mauna Kea. As a company, HLH has a simple product range consisting of koa and other tropical hardwood trees, that is presented to the public in two completely different ways--One as an investment opportunity, and the other as a pseudo-non profit. This makes it hard to communicate how HLH operates in a simple and effective way, leaving it largely unknown to the public. Our primary challenge lies at the root of the way HLH is communicated to specific target markets, which weâ&#x20AC;&#x2122;ve identified as millennials, adults aged 18-29, and cultural thought leaders, which are affluent individuals visible in the local arts community. Our secondary challenge is to create a thriving campaign that utilizes a balanced mixture of traditional and non-traditional advertising, networking, sponsorships, and strategic partnerships. 3

SITUATION ANALYSIS

awaiian Legacy Hardwoods (HLH) is meeting the needs of the agriculture industry of today while developing resources for tomorrow. It has taken Jeffrey Dunster, Darrell Fox, and the rest of the HLH team more then 10 years to research, plan, and establish the company. Through their hard work and effort, they are providing opportunities for people to own tropical hardwood trees in the state of Hawai‘i. The company’s goal is to plant 1,000 acres for reforestation efforts as part of their sustainable koa forestry project, totalling over one million trees. Hawaiian Legacy Hardwoods’ brand represents a number of things. Their biggest and most 4

important being, sustainability. Hawaiian Legacy Hardwoods takes pride in their work and efforts in helping the environment in restoring the koa forest, which provides Hawai‘i’s endagered plants and animals habitat to return to. Some animals that rely on the koa forest are the Kamehameha butterflies, which consume koa tree sap and the ‘akiapōlā’au, Hawai‘i’s native woodpecker, which has evolved to eat the larva of the endemic wood-boring beetle that lays its eggs in dead branches of koa trees.

SITUATION ANALYSIS

awaiian Legacy Hardwoods (HLH) has many news articles about restoring the Koa tree forest on the Big Island. http://www.bizjournals.com/pacific/ news/2011/09/27/nature-conservancy-partners-with.html This article about HLH, gives an overview of the company. They explain how the trees are grown in the Big Island, that if you buy a tree for $60, how the money is broken down. This article also mentions some partnerships affiliated with HLH. http://www.hawaiibusiness.com/ Hawaii-Business/April-2012/Hawaiian-Legacy-Hardwoods-is-Rebuilding-Hawaiis-Forests/

This article talks about how HLH is challenging the view that the only way to make money after planning a tree is by cutting it down. They talk about how the company plants trees for permanent reforestations. They also mention how the company has planted 200,000 trees in three years, which were mostly koa but also mamane, naio, ohia, and sandalwood. This article also goes into details about the companyâ&#x20AC;&#x2122;s partnerships, tree investments, and carbon credits.

wood is one of the worldâ&#x20AC;&#x2122;s most valuable tropical hardwoods, and how over time has been severely depleted. It also discusses how HLH promised The Nature Conservancy a $50,000 minimum contribution annually.

http://www.nature.org/ourinitiatives/regions/northamerica/unitedstates/hawaii/newsroom/hawaiianlegacy-hardwoods.xml

This article is about HLH announcing the completion of a study to assess the economic viability of afforestation carbon offsets. Model was tested using Climate Action Reserve (CAR) and American Carbon Register (ACR) carbon offset protocols. 5

This article talks about the partnership with Nature Conservancy and HLH. This article discusses how koa

http://www.prnewswire.com/newsreleases/hawaiian-legacy-hardwoods-completes-feasibility-studyfor-climate-action-reserve-andamerican-carbon-registry-carbonoffset-generation-142944965.html

SITUATION ANALYSIS

ased on Google search results, we found there are many different sources for people to purchase trees, plant trees, and leave a memory behind for planting. Common search terms in which a consumer may search include, “plant a tree” “buy tree gifts” “give a tree” “leave a legacy” “Hawaii plant a tree” “memorial tree gifts” “legacy tree gift.” The following company/ organization website links showed similarities to the Hawaii Legacy Hardwoods and planting a Legacy Tree.

sharing arrangement. We also manage an Urban Forestry program, which provides grants to community organizations to beautify their communities through tree-planting projects….”

Call to Action: Donate Now, Membership (become a member or a Through searching online, these “friend”), Plant Trees, Corporate found competitor’s attitudes reflect Giving, The Gift of Trees, Offset My the same common goal of most Carbon Footprint, Monthly Giving, tree-planting, environmentally con- Workplace Giving, Planned Giving, cerned organizations—passionate Gift of Stock, Wired Gifts, etc. about making a difference, encouraging others to donate or partici- PLANT A BILLION TREES pate, while getting something in re- http://www.plantabillion.org/ turn. Some organizations’ websites had the feeling of an overall goal of This conservancy began in part with making a profit or focusing on the the Nature Conservancy, because piece of paper the customer would the Atlantic Forest in Brazil is on the receive, rather than placing an em- brink. Only 12% of it’s original area phasis on when, where, and what remains and only 7% of it is well contree was planted. Hawaiian Legacy served. Forest restoration activities Hardwoods has a program imple- are essential to rebuild the Atlantic mented that focuses on all of those Forest. It is one of the world’s most aspects, and goes out of their way endangered tropical forests. Tropito ensure a positive customer expe- cal forests are the lungs of the earth, rience after the tree is planted. storing enormous amounts of car-

Upon searching specifically for locations to plant trees in Hawaii, on the first page (the 9th link from the top!) a link surfaced with the keywords, “Does Hawaii have any adopt a tree, adopt a forest or plant a tree program?” The Hawaii Department of Land had a questions page up. Dating back to 2001, a published question by Bianna Kasal, “Does Hawaii have any adopt a tree, adopt a forest or plant a tree programs? I tried the Hawaii Nature AMERICAN FORESTS Conservancy, but they didn’t know https://www.americanforests.org/ of any. Mahalo for your time.” The answer to this outdated question is “According to our Division of Forestry and Wildlife, we do not currently have any programs for individuals to adopt trees, forests, etc. on state lands under our jurisdiction. However, this does not prevent people from initiating this kind of program on private lands. The Division of Forestry and Wildlife does have a Forest Stewardship program that invites private landowners in Hawaii to plant forests on their land in a cost6

countries around the world. Millions of trees have been planted with their help in areas damaged by natural causes or human activity.

bon dioxide and releasing oxygen in a never-ending cycle of life. The Atlantic Forest is one of the biggest tropical forests in the world helps stabilize the global climate and fight global warming. It is important to save these trees because of it being the home to 23 species of primates, 1,000 species of birds, 20,000 species of plants, and 60% of Brazil’s endangered species. Many of these species are found nowhere else on Earth!

American Forests, the oldest national nonprofit conservation organization in the country, advocates for the protection and expansion of America’s forests. Since 1990, they have planted more than 40 million trees. They restored watersheds to help provide clean drinking water. They replant forests destroyed by human action and by natural disasters. For over two decades, their Solution: Plant one billion trees by Global ReLeaf program has worked 2015 to remove 4 million tons of co2 with local partners to plant trees from the atmosphere every year. It in every state in the US, and in 38 will help improve natural cycles in

SITUATION ANALYSIS ten critical watersheds that provide drinking water and hydropower to more than 130 million people. The Billion Trees campaign also has estimated potential to directly generate 11,000 jobs and indirectly create an additional 10,000 jobs throughout Brazil’s Atlantic Forest region.

dolences, designing certificates. single tree: $25, half acre: $55, acre [20 trees]: $95), Trees in Celebration (with certificate, single tree: $25, half acre: $55, acre: $95), Trees in Israel (focuses on expressing sympathy and condolences, designing certificates. single tree: $35, half acre: $150, acre [20 trees]: $250), At just a dollar a tree, there has Pet Loss Trees (with certificate, sinnever been a forest restoration proj- gle tree: $25, half acre: $55, acre [20 ect of this scale that’s ever been so trees]: $95) within the worlds reach. Please help grow a tree today and support us to All trees are planted by non-profit ensure even more lasting results for third party organizations, usually in the earths great places. public areas like national forests or specific reforestation places up to Call to Action: Plant a tree, make a them. Most of the projects are to monthly gift, give trees as a gift. En- replenish arid zones or newly built courage others too: start your own areas. All trees have a planting verifiplant a billion trees fund, share on cation. The trees will be planted acfacebook & twitter, etc. cordingly with the reforestation projects regulations based on season, location and tree species. Being this A TREE INSTEAD CORPORATION an eco-friendly gift in dedication of http://www.atreeinstead.com/ a loved one, the location would be When you plant a tree in memory better selected by the reforestation of a loved one, you are leaving beh- project where life will raise planting ing a living legacy; a gift, which will the trees where most are needed. grow stronger year after year, and a Based on that though, the tree will unique and elegant way to express be located in areas not easy to access but greatly appreciated for genyour feelings. erations to come where the earth Dedicate a Tree planted in the will be greener because of the tree United States, Canada, Israel or/and planted in dedication today. The other reforestation projects around trees do not have any identification the world to preserve memories on or around them. As expressed or to honor a celebration. You can before, sometimes based on the rechoose to dedicate one tree, half forestation location, the site where acre of trees or an acre of trees to the trees are planted is not very easy show your loved ones you are there to access. Just the thought that a tree is growing in name of a loved with them when they need you. one, followed by a consideration of Offering: Trees in Memory (focuses leaving a greener planet for future on expressing sympathy and con- generations, are more than enough

argument to dedicate a tree no matter where it is located.

ARBOR DAY FOUNDATION

http://www.arborday.org/join/ Offering: Plant a tree in The Gallatin National Forest [Montana] or Blackwater River State Forest [Florida Panhandle] to plant in celebration or in memory. Prices stated as “Choose the Amount ($10 minimum). Encourages people to join/ become members of the Arbor Day Foundation to make a difference by planting trees. Options also include “The ORIGINAL Green Gift” Custom Gift Trees: Tubed $3.00/each, Individually Mailed $6.00/each, Bagged $2.00/ each and the option of the trees you choose to purchase with a minimum of 25 trees. Hawaii is not included on this drop down list of species suitable. ‘Unique’ fundraising products to raise money for schools or organizations.

SEEDS OF LIFE

http://www.seedsoflife.com/ “Start today. Plant a tree. Grow a memory.” Find the perfect gift for any occasion…a living tree that keeps on giving. As seen in Oprah’s 2012 Mother’s Day Gift Guide: “A Breath of Fresh Air “Is there a more charming way to green the Earth — and replace the oxygen we breathe — than to give a loved one this baby magnolia tree?” —Martha Beck.”

SWOT

STRENGTHS

WEAKNESSES

Great emotional appeal Green concept Educational Valuable Commemorative Affordable Generational Renewable Natural/Native habitat Long-lasting Accessible Transparent Technology Fundraising Environmental Opportunity Expanding 96% retention rate Permanent Koa Hardwood Providing jobs for locals Endemic to Hawaii Fastest growing Hawaiian hardwoods

Underdeveloped PR Overwhelming Not simple/Complex Complex message Website New Unknown No competition Distance Time Location/Species is rare Not able to purchase easily online Social Media Online Presence

OPPORTUNITIES

THREATS

Awareness Leave your mark Do your part Put it in perspective Investment Education New venture Ecotourism Instead of buying property Tradition Family Technology Greater good Deeper value Replicate model Employment Share Leaves change shape Lorax

Trend mindset Accessibility Cut down Koa wood Money Disappearing land State does not grant land

SITUATION ANALYSIS

awaiian Legacy Hardwoods cus of HLH’s reforestation efforts. (HLH) offers their customers a value that no other company Service or organization of its kind can. Service from HLH is provided mainThrough its for-profit/non-profit ly to those who purchase a tree by business model, Hawaiian Legacy fundraising, investment or personal Hardwoods’ ability to reforest a choice. Once a tree is purchased, 2,700-acre plantation while sustain- a fraction of that amount covers ably harvesting endangered koa the cost to plant, tag, and maintain trees and other hardwoods to sup- it. Maintenance includes planting, port its overhead set it apart from growing, trimming, tagging, mapother reforestation projects across ping, and recording the history of the globe. Here, both tree owners the tree throughout its lifetime. and the planet benefit from their investment. Those interested in buying, fundraising, or investing in tropical hardUsing only what it needs, Hawaiian wood Koa, receive informational Legacy Hardwoods avoids using material before the purchase and most of its prized hardwoods as a are supplied with personal certifishort-lived profit, and instead turns cation afterwards. HLH is willing to the life of a tree into a long-term as- send representatives to educate set. organizations, companies, and individuals on what it means to own The koa acacia tree is a major prod- a tree. Trees are invested or bought uct of HLH. Koa trees are an endem- either as a legacy under their name, ic hardwood only grown in Hawaii. or an endowment for groups, comIt estimated that over 90 percent of panies and organizations. the world supply of koa is gone due to over harvesting over the past 100 GPS tracking from the Reforesyears. tation Initiative provides Registry Documentation and includes the Koa trees can reach heights of over sponsor’s name, honoree, date 100 feet and as wide as 4 feet. It planted, species, and location of is also a nitrogen fixing plant and the tree. Buyers receive certificates can often grow in poor soil (such as and materials that prove ownership volcanic soil) too low in nitrogen to rights, with the option of choosing support other species. Mature trees joint ownership rights with another have little sapwood, creating a high individual. HLH is working to allow quality hardwood. Its main applica- owners to see their tree via satellite tions are for fine furniture making in through RFID coordinates. Hawaii and for musical instruments worldwide. Once a paid order is accepted, trees will be scheduled with the This coming year, Koa is a large fo- nursery. The first 3-4 months of their

life will be under the care of the nursery staff. When trees are mature enough for field planting, they are planted as field and weather conditions dictate. Issue sales story Awareness: HLH and its mission is not popular among a large general public, especially the campaign’s key publics. Hawaiian Legacy Hardwoods has so much to offer that once the public has been reached, HLH can then benefit from a call to action. Problem: Hawaiian Legacy Hardwoods and the Hawaiian Legacy Reforestation Initiative are two separated entities and possess two very different features, this is an issue of consistency and comprehension, and creates confusion among the company’s overall business operations. Hawaiian Legacy Hardwoods promotes Koa through investment opportunities, while selling trees through a separate reforestation initiative. When looking at the legacy tree site, the web browser reads “Reforestation San Francisco-School Fundraising Hawaii- Hawaiian Trees-Koa Wood San Diego” this seems to be some type of error, as if maybe this was to enhance search engine optimization. The public would question its credibility, trustworthiness, and whether HLH is located somewhere in California rather than Hawaii. Problem: HLH has no exposure when searching keywords and seek9

SITUATION ANALYSIS ing adopt-a-tree services in Hawaii. Social media and online presence is critical to consumers seeking information. Hawaiian Legacy Hardwoods needs to revamp its webpage, including SEO strategies to inform the public of its existence. The HLH Acronym: The acronym used for Hawaiian Legacy Hardwoods, HLH, also stands for the medical immunodeficiency Hemophagocytic Lymphohistiocytosis. Those infected with HLH have overactive white blood cells that cause organ damage and malfunction. If publics know of the medical term for HLH, or want to research more about Legacy Hardwoods, this can cause confusion and hinder the company’s appeal. Development Background Credentials: With more than 10 years in development and planning, principal figures Jeff Dunster and Darrell Fox have backgrounds including degrees in botany, business, and economics. HLH has an eco-science team with experience in forest management, preservation, biology, botany, climatology and environmental management. The HLH team stems from backgrounds with US Forest Service, National Park Service, Hawaiian Islands Land Trust, The Nature Conservancy, Point Carbon, Yale Center for Environmental Law and Policy, and The World Assembly of the United Nations. Extensive research led to new understanding of how nitrogen is cycled through complex ecosystems, which is now 10

directly applied to forest ecosystems Legacy Trees is to plant 1,000 acres and the interests based on Koa trees for reforestation as part of our suswhich are nitrogen fixing. tainable Koa forestry project. The Hakalau National Wildlife Refuge Technology: IT specialists within on Hawai’i Island has inspired the HLH have integrated Global Posi- reforestation initiative by planttioning and Geographic Information ing 750,000 trees over the past 25 systems. These mapping systems years, with a return of native birds. also have Radio Frequency IDs to track ownership, growth, mainte- Partnerships: HLH has nearly 40 nance, and lumber yield of each partners and helped fund close to tree owner. Koa’s behavior as a plan- 150 charities and organizations. tation tree is not as well understood The Four Seasons Resort Hualālai as other species. In developing pro- on Hawai’i Island planted 500,000 jections, HLH analyzed the perfor- trees in August of 2011 and plans mance of a diverse range of tropical to continue the trend annually. The hardwoods in plantation settings. Four Seasons Resort also has an onMost data comes from the perfor- property learning kiosk for guests to mance of Acacia mangium, a very plant their seedling for a $40 particiclosely related tree from the same pation fee. genus. The potential rewards and the satisfaction of bringing a sustain- Quality able source of this wood to market have lead to a focus on Koa. Koa Aside from the quality in planting has tremendous diversity in appear- tropical hardwoods, HLH conveys ance and commands a wide range a lot of knowledge, research, and of prices. growth success with tropical hardwoods. The HLH team presents enCarbon Market: HLH’s climatology vironmental knowledge, years of exexpert is from a major university, and perience, and the utilization of new member of a carbon credit certifica- technology. Owners will see quality tion task force. The Cap and Trade in their tree via GPS and RFID taglegislation is currently working on ging. the legitimization of the US carbon market. HLH documents everything Forest Fires: The continuously wet about every tree that is planted, in- conditions along the windward cluding carbon sequestration. Car- (Northeast) coast of the Big Island bon sequestration offsets carbon make it low risk area for forest fires. waste due to mass production and Beyond reducing the fire risk, these the burning of fossil fuels, but more lush conditions avoid the major exneeds to be developed in making pense of irrigation. Our growing arsequestration a future value to the eas have 60 inches of rain or more public. per year. Rainfall is so consistent that irrigation is unnecessary, allowing us Reforestation Initiative: The goal of to keep costs down and not waste

SITUATION ANALYSIS another valuable resource. Lava Flow: The Hawaiian Islands are volcanic in nature, and HLH considers the potential for lava flows. The Islands are oceanic shield volcanoes and produce highly predictable fluid lava. It does not have the characteristics associated with volcanoes like Mount St. Helens. All farm sites used for tree owners will be in lava hazard zone 8, classified by the United States Geological Survey, (http://hvo.wr.usgs.gov/hazards/) or in areas where there are no identifiable flows in recorded history. Zone 8 is one of the lowest risk areas with no area being affected since 1800 and less than 1% affected in the last 10,000 years. Investment: Those interested in investment tree crops can access projections on lumber yields such as: the land’s carrying capacity, costs of early harvests, the value of lumber based on the market, their conservative estimates, and current wholesale. Disease and Pests: Forestry professionals constantly monitor the risk of diseases and insects. Hawaii’s geographic isolation reduces the threat of many pests that are common in other parts of the world. By continually monitoring the tree farm, Hawaiian Legacy Hardwoods minimize pest threats through early detection and treatment. Forestry Practices: HLH has filed detailed forestry management plans with DOFAW (Department of Forestry and Wildlife), which meet

all wildlife protection requirements. Since HLH is a tree farm planting on pastureland, there is no impact on native forests. The company and its initiative are sustainable by design where planting is an ongoing program and will always exceed HLH’s harvesting. Before the open pastures were harvested in the 1960’s, these lands were once pristine Koa forests.

100 tree blocks for those who are accredited investors. In typical lumber outlets in Hawaii, Koa can have a retail range from $20 to $65 a board foot. Wholesale information is difficult to come by, but conservatively it could be 50% of these numbers. Hawaiian Legacy Hardwoods have no hidden fees of any kind regarding maintenance, taxes or annual fees.

Pricing

Trends

Income Tax: Until an owner sells the lumber from their trees, there is no obligation to report the gain or pay tax on the gain. Once trees are harvested and the lumber is sold, tree owners must report the gain and pay taxes at that time.

Natural Resource: Named the Hawaiian word “warrior” for its strength and resistance, Koa is one of the most magnificent trends in tropical hardwoods. The best wood for musical instruments and furniture makers, the demand and limited supply for Koa resulted in a 1000% Legacy: Referred to as “legacy price increase in the past 10 years. trees,” Hawaiian Legacy Hard- Agriculture and clear-cut lumber woods sell, plant and grow Koa for practices eliminated over 90% of public ownership at $60 per tree. Of the Koa forests. that total, $39 goes to the planting, tagging and maintenance of a tree Deforestation: The World Resource $1 to the Nature Conservancy of Institute calculates the current rate of Hawaii, and $20 to a charitable do- tropical rainforest destruction at 50 nation of the owner’s choice. Legacy million acres a year. Estimating that trees are also sold through fundrais- less than 700 million acres remain ing. Any organization can choose to with growing global pressure to profundraise legacy trees to the public tect much of that resource. The confor the same price, where $20 of ev- fluence of these forces will create a ery tree bought goes to that fund- global shortage within 14 years (as raising organization. of 2009). Currently, tree farms and plantations supply only 1-2% of the Trees are sold for $40 to guests at tropical hardwood market. It is highthe Four Seasons Resort on the Big ly unlikely tropical hardwood farms Island. This is known as a participa- will fill more than a few percent of tion fee, there is no $20 amount the current worldwide demand. given to a charitable fund. Tropical hardwoods: Landowners Investment: Koa trees are sold in who commit to forestry projects are 11

SITUATION ANALYSIS embracing the future of hardwoods because of the return on investment from tropical timber prices. The scarcity and value of hardwoods have increased at an average of 13% every year since 1972. The HLH mission taps into both the hardwood market and the reforestation initiative. This makes for a major appeal to many key publics. The real estate conditions in 2008 led to changed projections of development and population growth on Big Island, to one of an investment opportunity farming tropical hardwoods. Carbon Market: The carbon credit market is in its infancy, but HLH assures that it is coming. Still unclear how carbon credits for managed forest resources will be treated, HLH’s climatology advisors are following this market with great interest. By making the personal choice to plant trees, owners create an offset to their carbon footprint. Hardwoods, even when harvested, are used for products with lasting value and are unlikely to reenter the planet’s carbon cycle any time soon. Any and all carbon credits associated with an owner’s trees are theirs to keep or sell. Sales & Profit Business Sector: The Hawaiian Legacy Hardwoods Company targets investment relations through the opportunity to own and profit from Koa tree lots. The purchase of tree lots are subject to substantial risks, including fire and disease and the potential to lose an entire investment. Only persons who are 12

“accredited investors” as defined BBB accredited, HLH is one of in United States Securities and Ex- the fastest growing companies in change Commission Rule 501 can Hawaii, seeing profits since day 1. purchase Tree lots. Mass attention however, can still be gained. News media has exposed All trees must be ordered in lots of the company at its beginnings, and 100. The current pre-planting price local organizations and businesses is $8,584 per 100 trees for Koa. One have partnered with HLH in the past. of the reasons for the minimum or- Public knowledge and company exder is the very nature of the forestry posure are not apparent, HLH is at management process. Trees must the beginning of its life cycle, the be pruned and thinned with only company needs to reach and inform the best growing to full maturity. key publics. HLH projections show how a smaller number would create uncertain- Media: Hawaiian Legacy and their ties as to how an owner’s trees will efforts have received local media be managed. Prices are anticipated coverage ongoing from its beginto increase once the season’s tree ning in 2008. The following sources planting begins. All orders are on a have broadcasted or presented first come first served basis, all over- editorial highlighting the company’s flow orders will have first priority the unique breakthrough: Star Advernext planting season if overcapacity tiser, Midweek, HPU Kalamalama, has been reached for the year. New Directions IRA at Hawaiibusiness.com, Hawaii News Now, HoNonprofit Sector: The Hawai- nolulu Weekly, Honolulu Magazine, ian Legacy Reforestation Initiative Pacific Business News, prnewswire. fundraiser program is designed to com and KHON2 News. benefit external groups while help- Sales Features ing restore Hawaii’s ecosystems. By finding sponsors for Koa Legacy Exclusive Trees, organizations help restore the islands and raise funds for their The fact that Koa trees are endemcause. ic to the Big Island makes Hawaiian Legacy Hardwoods and its initiative Distribution an exclusive opportunity to the public. While HLH progresses its cultiThere are no trees being distribut- vating practices through technology ed to owners, except for lumber to and ecofriendly cultivation, HLH has investors or external sources. Trees advanced to successfully grow trees that are planted trail back to anyone for anyone quickly and effectively. across the globe that have bought or sponsored a tree. Nonexclusive Reputation Hawaiian Legacy Hardwoods and

SITUATION ANALYSIS its reforestation initiative do not pro- The sales force liaison is constantly vide exclusive products and services refining the size and scope of HLH to any market, investor, or sponsor. and its sales representatives. Because of rapid company and sales Differentiating qualities growth, the HLH team no longer projects or forecasts their profits. HLH and its initiative is the only reforestation and tree lot investment Fundraising service in Hawaii. There is no other organization that farm Koa and Fundraising with Hawaii Legacy tropical hardwoods at this level of Hardwood is a great way to benefit success, within the company and its your cause while at the same time product. helping to restore Hawaii’s ecosystem. Participating organizations reCompetitive positions in any con- ceive order forms, brochures, gift sumer’s mind would probably arise cards and their own webpage. Tree when searching reforestation and Planting covers germination and opportunities to plant or adopt a RFID tagging – the person who tree. There are comparable nation- sponsored the tree can track its proal and international organizations cess and location at any time. A tree whose mission is to reforest the sponsorship costs $60, when someplanet with a goal of “X amount of one buys or sponsors a tree from trees”. Many likeminded compa- the fundraising organization, $20 nies are present on the web; this goes to them and $39 goes to HLH is why HLH must enhance its SEO. tree planting. $1 goes to the Nature Because most tourists come to the Conservancy of Hawaii. Once trees island of Oahu or do not spend are planted, sponsors will receive much time on the Big Island, the de- the GPS coordinates to their tree cision to purchase a tree on a distant and RFID tag number. This is a great location might be a position that way to create an emotional conneccompetes with key publics. Many tion and relationship to their sponpeople like to have an aesthetic ex- sored tree. perience, traveling to a neighboring or distant island might prove to be Investing problematic. HLH markets the beauty and value According to HLH, the company’s of Koa wood trees, when targeting growth rate exceeds 100% annu- prospective investors they want to ally, redistributing 95% or more back aim for why they should put money into the business. This is done to into this business and what is in it for improve infrastructure and expand them. Investment trees are available vertically. in lots of 100 for $8,334. The company requires this minimum order Sales Force because in order fore the trees to grow to their full maturity they must

ben pruned and thinned. In about a 25 years span, this is conservatively calculated to produce a total proceeds of $217,488. This is opportunity is available on the company’s website, www.hawaiianlegacyhardwods.com. Carbon Credits Hawaiian Legacy Hardwoods is the first (and only?) Koa carbon credit in the world. According to their website when a tree grows it uses the energy from the sun to convert carbon dioxide from the atmosphere into cellulose and other organic compounds. When we destroy natural forests and burn the wood, we are releasing carbon dioxide into the atmosphere. By planting trees you are helping to offset this trend. If your business, there is a limit on what you are allowed to produce for greenhouse gases as a waste product. Now, you can buy credits from others whose actives remove greenhouse gases from the atmosphere if you exceed your allowed limit. The carbon market started in Europe and has branched out to Canada and Australia. Now California will be entering the market in January 2013. All the carbon credits from the sustainable growth of your trees are yours to keep or sell. Found from www.hawaiianlegacyhardwood.com: A relatively simple calculation can help to clarify this. If you plant 100 Koa trees, the anticipated yield over their 25-year 13

SITUATION ANALYSIS growth and harvest cycle is in excess of 11,400 board feet. Koa weighs approximately 3.15 pounds per board foot. That makes the yield about 35,340 pounds. If half of this is carbon you have trapped about 17,670 pounds of carbon. By doing this, your trees removed 33 tons of carbon dioxide from the atmosphere. A single planting of 100 trees will offset the carbon emissions of an average family for two years while still generating valuable hardwood lumber. In addition, all of the carbon left in the soil can be as great an offset to greenhouse gases as the lumber produced. Who says that going green can’t be profitable? Market Share

great value for their money, dining, and a clean environment. Western US market also want a safe and secure traveling experience. Along with good value for their money, a great place to get away, cleaning environment and dining. A clean environment rated 7th for Japanese travelers. In March of 2012, Hawaii travel trending topics ranked eco-tourism as #4. It sparked increased discussion about nature and wildlife focused on tourism. Appealed as a huge positive considering Hawaii’s array of landscape and anime species.

North America (US and Canada) serves as Hawaii’s largest populaSales history industry-wide and tion of tourists followed by Japan, share of market (dollars/units). This Asia (South Korea, China, Taiwan), is something we need to email Jeff Oceania (Australia, New Zealand), about. Hawaiian Hardwoods Leg- Europe, and Latin America (Mexico, acy’s sales history/market share is Argentina, Brazil). not available from my research. We could possibly shoot him a quick In August 2012, visitor spending email asking a brief history of sales grew 14.6% and arrivals rose 11%, for Hawaiian Legacy Hardwoods this is more accessible income and and even get into specifics about potential eco-tourists for HLH to tartheir success within yearly quarters get. and dollar amounts made through their market. Hawai‘i Island: Total visitor expenditures on Hawai‘i Island were up Research concerning sales in Ha- 14.6 percent to $140.3 million in waii’s tourism economy: http://www. August 2012. Arrivals grew 11.8 hawaiitourismauthority.org/ percent from August 2011, led by increases from Canada (+36.4%), According to the Eastern US mar- U.S. East (+21.3%), Japan (+7.7%) ket, what they consider to be most and U.S. West (+3.7%). The average important when traveling is that they daily spending on Hawai‘i Island are safe and secure. They are look- was higher compared to last August ing for a great place to get away, (+3.4% to $165 per person). 14

For the first eight months of 2012, total arrivals to Hawai‘i Island rose 8.5 percent to 976,304 visitors. Of this, 46.9 percent stayed there exclusively. Total visitor expenditures grew 16.6 percent to $1.1 billion. Market potential, industry trends, company trends, demand trends: http://www.hawaiiecotourism.org/ Hawaiiecotourism.org mission statement is: “Hawaii Ecotourism Association’s mission is to protect Hawaii’s unique environment and culture through the promotion of responsible travel and educational programs aimed at the public and visitor industry relating to ecotourism issues.” • Hawaiian Legacy Hardwoods is already a main part of this website. • Provides event updates around the island. They promote “green” traveling and help people to get involved in their cause. http://www.discoverhawaiitours. com/ • “Provide personalized tours for the perfect Hawaiian vacation”. • Specialize in dolphin excursions, Kualoa Ranch, sailing, diving, snorkeling, etc. • On the Big Island they offer volcano tours (eco), zip lines, cruises, etc. They are highly rated and could be one of HLH’s main competitions. http://www.gohawaii.com/big-island/experiences/ecotourism • “The people of Hawaii would like to share their islands with

SITUATION ANALYSIS you” • Range of ecotourism options (Puuhonuao National Historic Park, Volcanoes, Waimea ranches, coffee farms, Kona, Holualoa, botanical gardens, farmers markets, etc.)

motivation trends show a tendency to seek vacations with a special purpose including adventure travel, cultural and historic travel, and nature-based travel. A recent study conducted by the U.S. Travel Data Center found that 50.0 percent of Adult Americans or 98 million have http://www.eco-tropicalresorts. taken an adventure vacation in the com/pacific/hawaiianislands.htm past five years. Increased environ• Specializes in informing the mental awareness among travelers public about eco-friendly resorts has resulted in an increase in naturearound the world. related travel and ecotourism. A ma• HLH could possibly be looking jority of travelers (83.0 percent) have at a long-term resort or small a preference for supporting “green” hotel development (future pro- travel companies and are willing to jections of the company? spend 6.2 percent more for environmental-friendly travel services and Public Profiles products.

clouded by the two different HLH websites. Ecotourism is not promoted through any of the articles or informational sources so it would be an AWESOME new target market for the company. • http://www.hawaiianlegacyhardwoods.com/ • Webpage of Hawaiian Legacy Hardwoods. Used for informational purposes and promote their overall goal and mission as a company. • http://www.legacytrees.org/ • Primarily for the planting of the individual legacy trees. Reforesting Hawaii, ecosystem restoration, community support, leaving a legacy, etc. • h t t p : / / w w w. h a w a i i b u s i ness.com/Hawaii-Business/ In addition to shifts in geographic It has been apparent since the 1980s April-2012/Hawaiian-Legacymarkets, Hawaii is facing changes that Hawaii cannot depend on Hardwoods-is-Rebuilding-Hain global demographics. To attract maintaining its share in established waiis-Forests/ new visitors, Hawaii must be able to markets without developing new • April 2012, this article explains adapt to the demographic factors markets or new market segments. how HLH is changing the view affecting tourism worldwide that will The state’s product development on trees by challenging the bealso shape Hawaii’s tourism market. efforts are based on the premise lief that you have to cut the tree For Hawaii, there are two key demo- that the best long-term potential for down to make money. It goes graphic trends which affect its com- continued growth is in tapping new into a little back ground detail petitive appeal, Mature Travelers (55 sources by matching Hawaii’s prodabout Jeff and how the comyears and older). Mature travelers ucts with market interests which go pany works as a whole. It conare rapidly growing and make up beyond the traditional beach resort tinues to go into HLH’s partners, over one quarter of the US popula- visitor. how the investments/legacies of tion. They have financial ability and the trees work, and carbon credleisure time to travel. its. Hawaiian Legacy Hardwoods does • http://www.staradvertiser.com/ have informational sources and The other key demographic is the media usage but there is definite s?action=login&f=y&id=15714 Family Market. Family vacations room for improvement. They lack 2555&id=157142555 have become very popular over the social media recognition and viral • June 2012, this article gives a last 20+years. The number of plea- advertising such as YouTube and brief history of HLH and their sure travelers with children grew other free online media outlets. A mission as a company. from 73.2 million trips in 1987 to range of online articles about HLH 109.1 million in 1997, an increase are online but they message is still of 49.0 percent in ten years. Travel 15

PUBLICS: CULTURAL INFLUENTIALS

ultural influentials are for the most part, older community members with a lot of disposable income who also want to spend their money for a good purpose. They are actively involved in the community and take the future of their community into consideration (want to provide a better place for their children and families). • Individuals with a passion in the arts who can also be recognized as philanthropists, humanitarians, conservationists, leaders of community organizations, members of community boards or local nonprofits. • Have spouses and mature families with older children. • These influentials are known as artwork enthusiasts and contributors who support local artists and have a passion for the Hawaiian land. • They have seen Hawaii grow and know the value of its unique environment. • Donate to larger causes because they see the importance of sustainability and see the demand to help the local environment. • They are also very supportive of the community and financially generous. • Enjoy the local culture and make it a part of their daily life. • Heavily involved in the local, political, and cultural scene. • Very informed by mass medias and personal contacts (doesn’t rely too much on social media for information). • Members of this public know each other well and will spread new ways to invest their money by word of mouth quickly. 16

CURRENT RELATIONSHIP There are a variety of influential organizations that support or stay involved with the HLH initiative. For example: Governor Abercrombie and over 40 partnerships local and national. Although there are still people who are unaware of the company, they are still trying to inform publics about their missions and goals

INFLUENTIALS Peers, other community colleagues, media.

leaders,

family,

SELF INTERESTS Motivated by personal and business success but also take into consideration the health and wellbeing of their community. Want to support their families and also, their community. Feel somewhat responsible for the members of the community and want to use their financial stability and position to benefit the world around them. Very influenced by cultural scenes and enjoy their social status and want to spend money where they see fit. Very generous with their money and time is highly valued. This public has a high demanding schedule and needs simplicity so we need to make it easy for them to help us

PUBLICS: MILLENNIALS

portion of this campaign targets young adults that care about global issues and the future of our local and global environments. This public is involved in the local community and wants to spend its time making a difference, but seeks personal benefits as well. Millennials, people aged 18-29: • See themselves as the future of our country and want to make a change to benefit our environment. • Make up parts of the middle class to upper class and have little disposable income (part time workers, 10-40 hours/week). • Majority of the public has a high school diploma with further education at the college level (possibly even grad school) and feel informed on large-scale issues. • Have busy schedules but will find time to do what they want to do. • Tend to be activists on social issues. • Suburban residences with a mixture of locals and mainlanders. • Some have young families and will share their values with their children. • Millennials depend a lot on social media for news and updates about events/community/friends/families, have little professional success and still trying to “figure it out”. • Have strong influence on their friends and easily influenced by each other. Depend a lot on word-ofmouth among peers.

CURRENT RELATIONSHIP Little to none. Hawaiian Legacy Hardwoods (HLH) is still in the “new product” phase and is trying to inform their publics about their mission and goals. The passion for their purpose is there but HLH needs to educate, inform, and set a call to action to this public.

INFLUENTIALS Peers, social media, families, celebrities, coworkers, spouses, professors, and community leaders.

SELF INTERESTS Social life, education, finances, reputation, future goals, politics, social issues, environment, friends, family. This public is highly influenced by social movements and the idea of a positive change. They have limited income but will spend the money if they think it’s worth it. We need to educate and push the environmental ideas behind HLH while also giving back to this group.

• Easily persuaded to follow trends and new social movements (ex. Kony, save the ta-tas, Obama’s “change” campaign, etc.) • Rely on the convenience of technology and will find a way to buy “the” new product. • Great source of volunteers in the community with lots of energy

GOALS & OBJECTIVES GOAL: To expose Hawaiian Legacy Hardwoods to our targeted publics- both influential residents known as Generation X and Honoluluâ&#x20AC;&#x2122;s up and coming millennial generation.

OBJECTIVE/STRATEGY: Generate twenty million impressions through the use of tradtional and non-traditional advertising, hosting and attending special events, and leveraging strategic partnerships by January 2014.

TACTICS: Traditional Advertising Print Radio Out-of-Home Non-Traditional Advertising Social Media Search Engine Optimization Interactive Media Special Events Community Events Concerts Networking Opportunities Awards/Galas Strategic Partnerships Green Companies Educational Foundations

GOALS & OBJECTIVES GOAL: Directly attract Oahu’s affluent cultural influentials, thought-leaders, and influentials to Hawaiian Legacy Hardwood’s reforestation initiative through the use of a gallery exhibition and silent auction at Martin & MacArthur’s Flagship Showroom at Ward.

OBJECTIVES/STRATEGY: Invite 200 influential Honoluluans in February 2013. Secure an RSVP count of at least 150 attendees. Engage guests to realize the value of Koa, reforestation, and the gift of a legacy, which they will advocate and generate 1,500 leads to potential lot sales and Legacy Tree purchases by December 2013. Sell 200 legacy trees through the use of silent auction bids for featured artwork.

TACTICS: Invite select group of influentials from Legacy Partner Martin & MacArthur’s client list, Artists’ friends/family, select media, and Legacy Partner organizations. 10 Local artists will generate 10 unique pieces of art inspired by koa and their stay at Umikoa Ranch on the Big Island, where HLH’s reforestation effort is located. Attendees will bid in Legacy Trees with the starting bid for each piece set at five trees ($250). Each tree will be specially priced at $50/each. Along with their artwork, attendees will receive the amount of trees they bid with. Invitations, news releases, and pitch letters will be sent out. Leverage social media to generate buzz during and after the event about HLH. 19

GOALS & OBJECTIVES GOAL: Drive publics to legacytrees.org, and hawaiianlegacyhardwoods.com to increase overall awareness, exposure, and public action. Target publics who are conscious but idle in green efforts.

OBJECTIVE/STRATEGY: Gain 600,000 online media impressions throughout the campaign. Promote â&#x20AC;&#x153;Leave Your Legacyâ&#x20AC;? contest via video blasted on web and social media outlets. The contest will be a quarterly event announcing four winners who have submitted personal stories to win a Legacy Tree. Reach a goal of 200+ entries per contest. Increasing Facebook likes to 1,200 by the end of the campaign.

TACTICS: Utilize social media and online site to stream Legacy contest video, driving users to submit their stories for a chance to win a Legacy tree. Hawaiian Legacy Hardwoods representative will promote challenges via social media to win a Legacy tree. Representatives will maintain online news feeds concerning events, partnerships and daily news stories. Incorporate ads to display video QR code on print, Volta charging stations, EcoCab and out-of-home AdWalls to drive all publics to Legacy video. Hawaiian Legacy Hardwoods will sponsor Ohana Broadcasting stations. Radio personalities will mention the Hawaiian Legacy Hardwoods initiative and the Legacy Contest driving listeners to the webpage.

GOALS & OBJECTIVES GOAL: Establish long-term partnerships with like-minded sustainable organizations that have a strong community presence.

OBJECTIVES/STRATEGY: Sign Kokua Hawai‘i Foundation, Blue Planet Foundation, and Hawaiian Electric Company on as official Legacy Partners by the beginning of campaign (Jan-Feb). Drive traffic to Hawaiian Legacy Hardwoods and Legacy Tree websites with strategic SEO links and placement on partner websites. Incorporate sustainability lessons and fundraising with Kokua Hawai‘i education programs in 12 schools on O‘ahu by December 2014. Supply legacy tree forms in HECO payment mailers, bi-monthly (every 2 mos.) throughout campaign. Secure 50 Legacy Tree purchases by the end of Kokua Festival in April and generate 20,000 impressions with strategic banner and info booth placement at the concert. Partner with Blue Planet Foundation to attend green community events and advocate for sustainability in Hawai‘i.

TACTICS: Pitch partners January 2013, establish all relations by February, and send out news releases announcing new Legacy Partners. Sponsor Kokua Festival in exchange for Legacy tree booth at event Display new parters on LegacyTrees.org and distribute collateral/cross promote at events.

PARTNERSHIP: BLUE PLANET

enk Rogers founded Blue Planet Foundation, a local nonprofit organization that fosters Hawaii’s clean energy future . They are committed to ending the use of fossil fuels on Earth. They work to drive transformational change through innovative approaches, programs, and policies in Hawai‘i that can be replicated elsewhere. In doing so, the organization seeks to make Hawai‘i a global model for sustainable, smart energy solutions. They also support energy solutions 22

that are clean, local, and renewable, with efficiency being first choice. By switching to local, clean, renewable sources of energy they believe they can help eliminate Hawaii’s dependency on imported oils. Hawaiian Legacy Hardwoods (HLH) mission is perfectly aligned with Blue Planet’s in that both organizations seek to make Hawaii a model for sustainability. By partnering with this green organization, HLH will be exposed to likeminded individuals and

influential people. Blue Plant Foundation sponsors the annual U.S. Green Building Council - Hawaii Chapter Green Gala, an event that recognizes businesses that are committed to a green energy and sustainable future. Participation in an event like the Green Gala would be extremely beneficial, especially if HLH were to be a recipient of an award that night. Blue Planet hosts fundraising events like CFL (compact fluorescent light bulb) swaps, making it a

great segue into the sustainability conversation. These can be hosted at community events like the Made in Hawaii festival or the monthly Eat the Street food truck rally. Additionally, Blue Planet Foundation is already linked with green companies like Volta (charging stations provider) and Tesla Motors, one of the newest electric car companies at market, making this partnership beneficial for years to come.

PARTNERSHIP: KOKUA HAWAI‘I

image courtesy Kokua Hawai‘i Foundation

okua Hawai’i Foundation is a non-profit organization that supports environmental education in schools and communities of Hawai’i. Their mission is to provide students with experience that will enhance their appreciation for and understanding of their environment. They also offer a variety of programs within the schools to help them get more hands on experiences with the ‘āina.

best to teach children to be more eco-friendly. By teaching children at a young age the importance of our environment it can help for a more sustainable future. Hawaii Legacy Hardwood should partner up with ‘ĀINA In Schools Program if they want to do a program in schools with kids for the Koa trees. By partnering up with this organization, we can help spread awareness of the Koa tree forest. Students can also use selling the trees for different ‘ĀINA IN SCHOOLS fundraising events as well, any schools in the instead of selling chili State of Hawai’i tickets or cookies. are trying their ‘ĀINA In Schools Pro-

gram is a non-profit organization that was launched in 2006 and whos cofounder is Jack Johnson. Their program is a farm-toschool initiative that connects children to their local

land, waters, and food in order to grow a healthier Hawai’i. There are currently 12 O’ahu elementary schools that participate in the program.

PARTNERSHIP: HECO

or more than 100 years, Hawaiian Electric Company (HECO) has provided the energy that fueled the islands’ development from a Hawaiian kingdom to a modern state.

for Hawaii, and are a recognized model electric utility and a dynamic energy leader committed to a sustainable clean energy future. They protect the environment and are committed to a clean energy future with the community Hawaiian Electric Compa- they are a part of. ny, Inc. and its subsidiaries, Maui Electric Company, As stated in their 2011 Ltd. (MECO), and Hawaii Corporate Sustainability Electric Light Company, Report, HECO is making Inc. (HELCO), serve 95% strides to become the of the state’s 1.2 million “greenest” they can residents on the islands be, as they see it as of Oàhu, Maui, Hawaiì, their responsibility or Lanaì and Molokaì. “kuleana.”

made real progress, much remains to be done. We are committed to partnering with our customers, Hawaii businesses, and state and local government to meet and exceed our state’s critical clean energy goals.”

Along with informational/ educational programs and conferences, HECO’s employees volunteer and participate in community programs to give back through beach cleanups, blood drives, and Toys for Tots. They are also actively volunteering by Their mission is to proIn the President’s Letter, planting and restoring vide secure, clean energy it is stated, “Though we’ve Koa and other trees on 24

the islands, including through Hawaiian Legacy Hardwoods. The Hawaiian Electric Company’s participation with Hawaiian Legacy Hardwoods – planting trees – is already getting off to a great start. By taking it one step further and strengthening a partnership, HLH would benefit HECO by allowing them to plant more trees in their name, give back to the community and land, as well as offset the waste they are working so hard to decrease within their company.

DIRECT MAIL: HECO Hawaiian Legacy Hardwoods Hawaiian Electric Company P.O. Box 3978 Honolulu, HI 96812-3978

Aloha e Hawaiian Electric Company, Hawaiian Legacy Hardwoods (HLH) would like to propose an extended relationship with HECO with an official partnership. Being Hawaii’s primary electric source while providing secure, clean energy in an eco-friendly manner, making HECO is a perfect match to the HLH reforestation initiative. Hawaiian Legacy Hardwoods looks toward your publication to target awareness and action among our affluent local community. Located on the slopes of Mauna Kea on the big island, Umikoa Ranch is one of the few areas koa successfully thrives. The HLH Reforestation Initiative plants koa seedlings for the purchase of $60, where 1/3 of the proceeds benefit a charitable organization of the tree owner’s choice. Supplied with RFID tags and GPS tracking, these trees become the sole ownership of each individual. As the local community comes to reforest the planet, they are leaving their legacy forever. With several media objectives, HLH will be launching a yearlong campaign the start of 2013. We would like to propose one of these media objectives as a direct mail piece. It will be sent out every other month throughout our campaign with your customer’s electric bill, allowing them to send a check separately to purchase a Legacy Tree through HECO. The tree will be donated for the customerʻs desired purpose, with a Hawaiian Electric Company logo. Hawaiian Legacy Hardwoods would like to present Hawaiian Electric with an endowment of Koa Legacy trees as a chosen partner of HLH. This strategic partnership counteracts production waste while restoring Hawaii’s only Koa Forest. We hope the Hawaiian Electric Company continues to help us see this vision. We look to new levels of success and awareness with you. Mahalo,

_______________________ Hawaiian Legacy Hardwoods 91 Coelho Way Honolulu, HI 96817 (877) 707-TREE

DIRECT MAIL: HECO

PRINT: HONOLULU MAGAZINE

onolulu Magazine, ‘The Ultimate Users Guide to the City’ is a monthly publication that focuses on news and features aimed at an affluent residential audience. It covers dining, culture, arts, politics, and entertainment in and around Honolulu and throughout Hawaii. The oldest magazine in the state of Hawaii, Honolulu Magazine is the best-selling monthly magazine on Hawaii newsstands.

“HONOLULU reaches Hawai‘i’s best educated and most affluent residents, as well as its most sophisticated visitors. Each month the magazine takes an unblinking look at contemporary issues, with stories that matter—and stories that celebrate the unique culture, heritage and lifestyle of the Islands” (Honolulu Magazine)

ence of Gen X influentials consisting of adults 40-64. Where 63 percent of subscribers have traveled to an outer island within the last 12 months, an advantageous time to pitch a feature story and produce its 1/3 spec ad is during the Living Green ‘ad focus section’ in July.

Legacy events to relevant target market. Negotiating a cross-promotional relationship, the plan will provide print advertising and sponsorship opportunities for the bulk of the campaign and beyond. In exchange, Honolulu Magazine will receive a sponsorship of Koa Legacy trees to promote corpoTo fulfill a major goal in rate responsibility to offset exposing HLH to audi- it’s print waste. Honolulu Magazine sub- ences year-round, a longscribers are among the term print media partnercampaign target audi- ship will present HLH’s 27

PRINT ADVERTISMENT:

PITCH LETTER:

FEATURE STORY OUTLINE: Key public: The popular local market that is “in the know”, aware of environmental organizations and events. These publics gather for professional events and socialize among colleagues, friends and family with an income to support a comfortable lifestyle in arts, dining, and culture Secondary publics (audiences): HLH ads will target publics living green with an eco-friendly mind-set Action desired from publics How that action ties to the key public’s self-interest Proposed theme What sets HLH apart as the only reforestation project of Hawaii? Proposed headline Legacy Trees: The Gift That Always Gives Back Proposed lead History of Koa and the Umikoa Ranch bulleted supported data, facts, cases, testimonials Primary message Prized & endangered Koa- $ worth Secondary Benefits to owning tree Reforestation for the aina Primary message HLH goal to plant 1.3 million trees Secondary Partners- (Honolulu Magazine feature its waste offset) Blue Planet, HECO, Kokua Hawaii Primary message Legacy Contest Secondary Submit on Facebook Legacy Gallery (exclusive event) 3rd party influential: Words from Jeff and Darryll- mission of HLH Proposed photos/art: Umikoa Ranch, baby Koa planting, Jeff & Daryll Desired length: 2 page spread Method and timing of distribution: Pacific Edge: Apr/May/Jun 2013 Honolulu Mag: July 2013 Flux: Nov/Dec/Jan 2014 30

PRINT: PACIFIC EDGE MAGAZINE

q u a r t e r l y publication (January, April, July, October), Pacific Edge has a current presence in Hawaii. “The content of this cutting-edge publication celebrates local business and lifestyle—especially through the inspirational stories of successful entrepreneurs— and appeals to a broad generational demographic, from the ambitious and successful Gen Y and Gen X reader,

to the established and affluent Baby-Boomer” (Pacific Edge). With an annual circulation of 42,000 and a 150,000 readerships annually, Pacific Edge reaches several publics. 90% of Pacific Edge’s distribution is direct mail, 10% at sponsored events and bookstores, and 250,000 digital readers per issue.

Gen Y with their “young, contemporary layout in addition to its young professional features which share the inspirational stories of successful entrepreneurs who are within their same age bracket” (Pacific Edge). Gen X is attracted to Pacific Edge by “the sophisticated content, layout and tone of a publication that With the “Nightlife is published by a Gen Diaries” and current X husband and wife social scene coverage, team. Pacific Edge also Pacific Edge attracts serves as a formidable

networking tool for Gen X business owners by way of information found in the printed publication and through sponsored events” (Pacific Edge). Every issue of Pacific Edge has a spotlight on the Big Island and spotlights businesses and lifestyle along with a highlight on Eco-Sustainability. The April Issue of Pacific Edge focuses on Sustainability and Small Business. 31

PRINT: FLUX HAWAII

quarterly publication, “Flux Hawaii focuses on arts and culture, propelling Hawaii’s progressive generation toward positive social and creative action at the highest level.” Marketing products and services geared toward the “forward-thinking generation”, Flux works deeply with emerging businesses and icons.

Flux advertising reaches our young entrepreneurs, the up and coming decision makers where 40% of readers are between ages 35-44, with an average income of $50,000 or more.

Taiwan), multiple interisland retail stores on Big Island, Maui, Oahu, and the Honolulu, Kona, and Los Angeles International Airport. Distribution at Whole Foods Market in Kahala and Kahului will guide With an international dis- consumers from point-oftribution list, Flux is found purchase ads seen at the in all In4mation stores (surf market to HLH in Flux Haand skate lifestyle with waii. special interests in Hawaii culture- from Arizona to Flux advertising and edi-

torial is most relevant the last quarter of the year, where the production calendar and editorial focus is on ‘Consumption’, released Nov-Jan. With every issue focused on trends in green living and sustainability, Flux is a highly recommended publication in reaching the young adult market anytime of the year. 33

RADIO: OHANA BROADCASTING

y partnering with Ohana Broadcast Company (OBC) HLH will be able to have on-event, air sponsorship and web exposer. OBC website reaches thousands of unique listeners and viewers each month. HLH can use a 300x250 web banner advertisement with link and 20x web streaming spots per week. As a sponsor, HLH will receive eight exclusive sponsorship mentions 34

per day, two weeks per month.

the 90s. Their listeners are lennials, 102.7 Da Bomb 40.5% male and 59.5% fe- (KDDB-FM) is most effecmale. tive because they have an average rating of 1.3, 94.7 KUMU The median age of a average persons of 800, KUMU listener is 46. The weekly cume persons is 94.7 KUMU (KUMU-FM) daily lineup is Frank & 27,300, and finally, their is Honoluluâ&#x20AC;&#x2122;s at work ra- Mandy in the morning, average share is 18.2. dio station. They rank top Mid-days with Devon They are the top perform2 adults 25-54 in recent Nekoba, Afternoons with ers in adults between the 2-book average. Michael T, and The Quiet ages 18-34. 48% of the lisStorm with Rico. teners are males and 52% This station is a musicare females. intensive Adult Contemporary station playing the 102.7 THE BOMB best old school song from 70s, 80s and a touch of When advertising for mil-

RADIO: SPOT “My best friends and I are graduating after four amazing years together. We don’t know where the future’s going to take us, or what to show for our countless memories and endless hours of hard work. I got an idea after I heard of Hawaiian Legacy Hardwoods from some of my other classmates. You can plant a baby koa tree on the Big Island, in memory of someone or something - the reasons are endless. We knew that this would be a perfect way to revisit these memories and reunite, no matter where life takes us. I’m Courtney Curran, graduating class of 2012, and this is my reason to plant a Legacy Tree. What’s yours? Share your story at facebook.com/hawaiianlegacyhardwoods to enter your chance to become a part of this legacy forest!! No words. No waste. Just koa.” “For the holidays, my grandchildren deserve something as unique and priceless as they are. In previous years, they’ve recieved gifts that got lost, broken, and thrown away. I wanted to give them something that would last a lifetime, and with Hawaiian Legacy Hardwoods I can. I heard of Hawaiian Legacy Hardwoods from some of my close friends. You can plant a rare baby koa tree on the Big Island with a personal dedication. I knew this was the perfect gift that would always be there, even after I’m gone. I’m Betsy Chang, proud grandmother, and this is my reason to plant a Legacy Tree. Whats yours? Share your story at facebook.com/hawaiianlegacyhardwoods to enter your chance to become a part of this legacy forest!! No words. No waste. Just Koa.”

30 sec 35

OUT OF HOME: THEBUS

he Bus is the main public service transportation service on Oahu. Approximately 75.5 million people ride TheBus each year on 110 routes all over the island. TheBus is privately managed by the Oahu Transit Services Inc. and operates under a public-private partnership with the City and County of the Honolulu’s Department of Transportation Services. Recently, 36

TheBus

an-

nounced its efforts to go green by recycling used materials, adding over 60 hybrid buses to its fleet, incorporating clean diesel engines, shorter road test routes, shorter engine idle times, and using waterbased vehicle painting to lower Volatile organic compound emissions. TheBus has shown remarkable changes and positive steps in the path of going green and conserving our natural environment.

Hawaiian Legacy Hardwoods (HLH) and TheBus share similar beliefs and efforts in going green and protecting Hawaii’s natural environment. Hawaiian Legacy Hardwoods should advertise on the Kalihi Bus fleet with an strategically placed ads targeting millennials.

town Honolulu areas. Targeting one fleet will be save HLH money while still reaching our target demographic.

The ads will run from September-November with the rest of the out of home advertisements and will draw attention to not only their reforestation Many young adults com- efforts but also TheBus’ mute using TheBus and positive changes towards the Kalihi fleet will hit our going green. potential publics in East Oahu including Down-

OUT OF HOME: KAHALA MALL

ahala Mall is an enclosed shopping mall located in the upscale neighborhood of Kahala. Kahala Mall serves as a major shopping center on Oahu and includes over 80 specialty stores and over 20 trendy dining options.

Mall also reaches Cultural In May of 2012, Super Influentials with a focus on Citizen, an eco-conscious local art and music. “green fashion” store, opened their second loKahala Mall is a tactical cation in Kahala Mall. place for Hawaiian Legacy Kahala’s millennial, culHardwoods (HLH) to ad- tural involved, and ecovertise because Kahala conscious populations ditends to attract locals with rectly connect with HLH’s larger disposable incomes potential publics. HLH will that have a passion for advertise on Kahala Mall’s This mall serves as a local businesses and the first floor elevator (7’ H x popular shopping center deep rooted culture of 42” W) near Kuru Kuru for young adults with dis- Hawaii. Sushi, Hallmark, and the posable income. Kahala movie theater.

This ad will run through June and August with other out of home advertisements. HLH will target their potential publics along with other shoppers that will be attracted by the design on the elevator doors.

OUT OF HOME: WARD CENTERS

ard Theatre is located at Kaka’ako’s thriving Ward Entertainment Center and is one of Hawaii’s most popular and exciting movie venues with top-of-the-line technology for optimal movie experiences possible.

Ward Theatre is a popular destination for dates, social outings, and also enjoyable family nights with neighboring Buca Di Beppo and Dave and Busters.

Hawaiian Legacy Hardwoods should place a large-scale interactive ad located at the bottom of the grand staircase below the theatre, between Big City Diner and Buca Di Beppo.

Ward Theatre is perfect for this engaging style of advertising, and will attract millennials in a fun way.

The QR code will be linked to an informative video about HLH that Ward Theatre attracts will also link to the social a mixture of locals and The ad will be 10’ x 12’ and media ‘What’s Your Story?’ tourists. By advertising display a unique QR code competition. The QR ad With a variety of shops at Ward Entertainment for the public. This ad will will run with the other HLH and restaurants, the Center, Hawaiian Legacy target young millennials out of home ads from convenient location offers Hardwoods (HLH) can that are tech savvy and September-November. a happy medium between attract attention in a carry smart phones and Waikiki and Downtown unique way. other personal devices. Honolulu. 38

OUT OF HOME: ECO CAB HAWAII

images courtesy EcoCab Hawaii

coCab is an all hybrid taxi service that is the first of its kind in the state of Hawaii. As an environmentally conscious company, EcoCab believes Hawaii’s most precious recourse is it’s environment and also treats visitors and residents with the same care.

strong focus on sustaining Hawaii’s natural environment and lowering carbon emissions by using fuel efficient taxis. This directly correlates with Hawaiian Legacy Hardwood’s (HLH) main mission. EcoCab reaches a wide variety of publics but a majority of their business is in Waikiki and EcoCab uses the latest Downtown Honolulu. Hyundai Sonata hybrids that are powered by both electrical motors and conventional fuel engines. The Hyundai Sonatas are full-size family sedans certified by the EPA. Each EcoCab is a wireless hot spot that connects with any Wi-Fi device and To reach a large is also equipped with a population of young adults Samsung Galaxy Tablet tourists, HLH will advertise that is located in the back on EcoCab’s Samsung seat area. Galaxy tablets using a video message that plays EcoCab has a very when a passenger agrees

to EcoCab’s agreement.

internet by selecting EcoCab to commute with.

With these strategic HLH ads, EcoCab passengers will be able to directly connect to the Legacy Tree sponsor page (http:// www.legacytrees.org/ legacytrees.php).

The direct link to sponsor a Legacy Tree will be accessible; however, for the younger public we can gain exposure and a following on social media through the Galaxy Tablets.

The advertisement will also have direct links to This ad will also reach HLH’s social media sites tourists and will gain exposure to HLH’s plantation on the Big Island. HLH’s ads will run throughout EcoCab from April-August targeting the young adults who are on spring and summer break and will be using EcoCab so they can instantly for transportation in the like or follow them, city. The advertisement’s creating a more personal secondary public, tourists, connection. These ads will also be reached during will target millennials aged these months because of 18-29 that chose to be the high visitor traffic in environmentally mindful Waikiki and Honolulu. 39

OUT OF HOME: VOLTA HAWAII

olta industries install and maintain electric vehicle charging stations at public infrastructures on Oahu. CEO Scott Mercer and Technical Officer Christopher Ching launched charging stations that allow EV drivers to use the equipment free, where each station gains revenues from billboardstyle advertising posted at each site. “The company’s creativity

in mixing traditional advertising with the growing popularity of electric vehicles has earned Volta the title of PBN’s 2012 Business Leadership Hawaii Innovative Company of the Year” (Pacific Business News).

to EV consumers, but some sites charge up to $3.00 an hour via credit card. Regular parking rates apply depending on garage or infrastructure.

set. Where EV and hybrid owners commute to downtown areas regularly, a majority of these publics live in suburban towns of Kahala and Kailua.

Proposed locations for these car charging stations • Ala Moana mall • Kahala mall Hawaii is the first to have • Kailua Whole Foods public charging stations, where Volta will expand Hawaiian Legacy into the states from the Hardwoods’ ads will west. Most stations are target publics living green provided free of charge with an eco-friendly mind-

The Volta website lists all charging site locations and information regarding costs and directions. As EV owners utilize these stations HLH ads allow drivers to charge their vehicles without a fee, Volta parking preferences will come out of habit. 41

SOCIAL MEDIA: FACEBOOK

568

awaiian Legacy Hardwoodâ&#x20AC;&#x2122;s (HLH) Facebook page currently has 568 likes. They also have one video and a variety of great photos. They are moderately active with their audience with daily/ weekly posts, responses, and various interactions.

+POSTS +PHOTOS +TAGS +VIDEOS +LINKS

the total number of page likes from 568 to 1,200 or more by the end of the campaign in 2014.

1,200

average per month, so as people too. their page will need to be highly interactive. Another approach for Facebook would be to By connecting with post photos and videos of To accomplish this, other users online, HLH will visitors at Umikoa Ranch we propose to revamp have a voice that is heard on the Big Island who plant and reenergize HLHâ&#x20AC;&#x2122;s by millennials. Although a tree. This will compell Facebook and social HLH demonstrates its them feel more connected strategy to the point love and care for the environmentally with where there are interactive environment in all apsects HLH and socially through posts scheduled multiples of its business, our the web in addtion to Our goal with times a day. HLH will need audience wants to feel as increasing our overall Facebook is to increase to attract 50+ likes on though they are cared for impression count. 42

SOCIAL MEDIA: TWITTER

awaiian Legacy Hardwood’s (HLH) Twitter handle currently has 51 followers. The HLH Instagram and Facebook account are connected and feed addtional posts to this feed. Overall they are not highly active with their followers. The last post is timestamped on November 13.

+TWEETS +MENTIONS +HASHTAGS +LINKS

Our goal with HLH’s Twitter is to increase the total number of followers from 51 to 500 or more by the end of the campaign in 2014.

with each other. HLH will need to attract 38+ likes on average per month, so the handle will need to be highly interactive and engaging.

500 of its business, our audience wants to feel as though they are cared for as people too.

In addition to normal day-to-day conversations, To accomplish this, we By connecting with Twitter will serve as a propose to revamp and other users online, HLH will platform for contests, reenergize HLH’s Twitter have a voice that is heard event announcements, and social strategy to the by millennials. Although and invites. point where it becomes a HLH demonstrates its forum for environmental love and care for the thought leaders to interact environment in all apsects 43

SOCIAL MEDIA: INSTAGRAM

awaiian Legacy Hardwoods (HLH) currently has only 41 followers on Instagram. We all know that social channels are easier to engage and grow in the consumer market. The land you own for the Koa trees is magnificent and beautiful. Posting scenic 44

+â&#x20AC;&#x2122;GRAMS +MENTIONS +HASHTAGS +FILTERS

photos will make people realize how wonderful your land is and maybe even make them want to come visit to be apart of the reforestation. Another approach when using Instagram is also posting photos of people planting trees and becoming a part of the land.

To use Instagram effectively, we recommend posting a photo at least once a week. Remember, you can post more then just trees on instagram. Maybe posting more photos of people coming to plant trees or even when you guys are working on the land. Showing

500 a variety of photos keeps other users engaged and interested with your page. Besides constant photo post, we also recommend that you stay interactive with the publics. By staying interactive, it makes users feel like HLH cares more on a personal level with others.

INTERACTIVE MEDIA: VIDEO

he purpose of the video is to expose Hawaiian Legacy Hardwoods to the local community, engaging viewers to take action and turn their memories into a lasting legacy. Publics are presented with an oppor-

tunity to benefit the 窶估（na, restore forest on the Big Island, and own prized endangered Koa wood. A main message of this video is to celebrate milestones in life by owning and planting live trees, for ourselves or given to

others. This video will be linked to a QR code, which will be seen on the grand staircase of Ward theatres (out of home) and blasted on all social media platforms- Facebook, Twitter,

and the HLH webpage. The video will be seen on seatback tablets on Eco Cab, running the duration of the campaign to expose the initiative and evoke viewers to enter the Legacy contest. 45

SPECIAL EVENT: LEGACY GALLERY

n an effort to reach out to our cultural influentials public, we suggest an event that communicates the mission of Hawaiian Legacy Hardwoods through the use of fine art in what we call the Legacy Gallery. Umikoa Ranch on the Big Island of Hawaii is a wonderful source of inspiration. The constantly changing climate, the immense amount of greenspace, and the culturally charged land sets the stage for artists to produce a body of beautiful work. We would like them to visit the ranch and learn about Hawaiian Legacy Hardwoods to gain an understanding of the company. From there, they will produce a body of work inspired by their surroundings, wether it be painting, photography, sculpture, wood working, or music and creative writing. One night in November will be dedicated to showcasing these works at Martin & MacArthur’s flagship store at Victoria Ward Centers. Invited guests (150-200) will consist of Martin & MacArthur’s favorite clients, featured artists’ guests, thought leaders, social influentials, and various media organizations. A silent auction will take place for the art; however, instead of bidding in dollars, guests will secure their bids with trees, with the starting bid at five trees (at $50/tree). A booth for Hawaiian Legacy Hardwoods and Legacy Trees will also be set up for guests to purchase additional trees with the goal to expose Hawaiian Legacy Hardwoods to wealthy individuals with a thirst for something new to invest in and support. Tree sales will be an additonal achievement on this exposure tactic. 46

PUBLICS • Active community members, futureminded and largely regarded in the social scene, upper class, artwork enthusiasts, and contributors who understand the value of sustainability and donate to larger causes. This group also includes philanthropists, humanitarians, and conservationists. • Culture vultures include Hawaii’s local celebrities and influential community members, such as artists and leaders in Hawaii’s social media, business, and art districts, politicians, news reporters, radio personalities, and business leaders.

SELF-INTEREST • The act of environmental responsibility is rewarding as a local influence to the community. Investing in trees and artwork will be publicly announced through newsletters social media and news stories as an individual commitment and charitable contribution to support reforestation.

SPECIAL EVENT: FACT SHEET

SPECIAL EVENT: NEWS RELEASE

SPECIAL EVENT: INVITATION

SPECIAL EVENT: BUDGET

EVENT: KOKUA FESTIVAL

image courtesy Hawaii Magazine

okua Festival is hosted by Jack Johnson and is the major fundraiser that helps support Kokua Hawaiâ&#x20AC;&#x2122;i Foundation programs. The idea of the Kokua festival is to invite nonprofit groups that are also doing positive things for the community, so others can learn about them too. The way this festival stands apart from other music festivals thrown

around the island is they do what they can to have a low impact. Such as they have zero waste stations, refill water bottle stations, and all the merchandise here is eco friendly. Another reason why this festival is different from others is they have over 50 booths of other environment or nonprofit groups. They also invite environmentally

friendly businesses that are doing good things for the community. Hawaiian Legacy Hardwoods should leverage this opportunity to reach thousands of millenials during kokua festival.

EVENT: GREEN DRINKS

1st TUESDAY of EVERY MONTH

reen Drinks gathers people closely tied to the environmental sector or have an interest in seeing a greener future for our planet for drinks and networking every month around the world. Pacific Edge Magazine is the local title sponsor of Green Drinks and hosts it at Inferno Vice in the Vic-

toria Ward shops in the er future is a great way hip Kakaako neighbor- to get the word out to hood. environmentally conscious thought leaders Networking with envi- in Hawaii. ronmentalists, journalists, academics, elected Since Pacific Edge officials, green builders, hosts it, the demogreen business people, graphic fits the profile health care profession- of young entrepreals, doctors, chemists, neurs, hungry to set developers, artists, stu- their teeth into the next dents and anyone pas- project. sionate about a green-

Farm to table food and beverages are served and is free to attend. Food and drink sponsors vary and presents itself as an excellent venue for Hawaiian Legacy Hardwoods to be immersed in a community of people that understands them.

EVENT: EAT THE STREET KAKA‘AKO

images courtesy Honolulu Pulse

at The Street, a ‘Hawaii Food Truck and Street Food Rally’ is a free event held in the growing Kaka’ako district every last Friday of the month. Families, professionals, students, and young adults have made it habit to enjoy Eat the Street events, where 100’s of community members gather for food and entertainment from 4-9pm.

along with Eat the Street’s media presence. Social media platforms such as Facebook, Instagram, Twitter, Yelp, and local food blog streetgrindz. com are always buzzing with photos and news of events to come.

Published May 2011, the Star-Advertiser recognized Eat the Street’s recent partnership with green consulting company TR3EES. Earth friendly The up and coming efforts by Eat the Street inKaka’ako business area volve TR3EES’ zero-waste continues to expand, stations to collect recycla54

bles, compostables and green waste. Along with food vendors come beverage sponsors, live music and radio personalities from Power 104.3. Eat the Street vendors serve related menu items according to theme, mirrored by surrounding beverage and business vendors participating in the event. Nov. 2012 marks Kamehameha’s 125th anniversary, where the theme will be Eat the Street: Luau.

Exhibiting Eat the Street with Blue Planet Foundation 0and its eco-friendly efforts could open communication for an annual sustainability theme in celebration of Earth Day, April. Encouraging ecofriendly resources such as CFL lighting, water stations, and exposing the HLH reforestation initiative will expose event goers to unique means of living green, such as planting Legacy trees.

EVENT: USGBC GREEN GALA

he Hawaii Chapter of the U.S. Green Building Council hosts the Green Gala Event annually to recognize green and sustainable businesses for their efforts throughout the year. It is also a fundraiser for the chapter.

orees, it allows chapter A Silver Sponsorship for members to meet chapter $2,500 consists of the folleaders, fellow member- lowing: ship, and connect with other green resources. • Table for Eight (8) Foremost, the chapter • Name on Invitations mission will gain visibility within our community and • Name on Thank you advertisement & email local government.

This is a strategic event We suggest HLH bethat hundreds of influ- come a silver sponsor of ential business owners the Green Gala for August attend and is a great op- 2013. portunity to showcase Hawaiian Legacy Hardwoods unique efforts to restore a koa forest on the Big Island of Hawai‘i.

•

Logo in Program - Black & White

•

Company Name & Link on gala webpage

•

Listed Black & White logo on projecting screen

•

Name Mentioned by Emcee during Thank You

•

Kia Annual Chapter Benefits

This gala will not only create exposure to the hon55

CALENDAR

BUDGET

MEDIA PLAN Deliverables Traditional Advertising Print Radio Out-of-Home Direct Mail

Impressions

2,360,000 4,000,000 11,450,000 1,800,000

Non-Traditional Advertising Social Media/ Interactive Media

1,050,000

Special Events Community Events Concerts Networking Opportunities Awards/Galas

10,000 100,000 1,200 5,000

TOTAL:

20,776,200 59

EVALUATION

hrough our yearlong campaign we set out to target millennial adults aged 18-29 and cultural influenitals in the Honolulu arts community with dynamic and engaging tactics ranging from strategic print ad placements to out of home ads on electric car charging stations and public transportation, emotionally charged radio spots, networking events, social media, sponsorships with strategic green companies/organizations on Oâ&#x20AC;&#x2DC;ahu, and special events showcasing local artists while informing the public about Hawaiian Legacy Hardwoodsâ&#x20AC;&#x2122; mission. 60

By spending approximately $60,888. We will achieve approximately 21 million impressions from start to finish, with a majority of them achieved through traditional advertising tactics. Our campaign will resonate with our target markets successfully and bring awareness to Hawaiian Legacy Hardwoods. No words. No waste. Just koa.