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Niche marketing presentation to mc neil wilson communications


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Niche marketing presentation to mc neil wilson communications

  1. 1. Hawaii’s Niche Tourism Market Edu-Tourism Wellness Tourism Cultural Tourism Agri-Tourism Hawaiian Art, Music and Cuisine Judith Fox-Goldstein, Director University of Hawai'i at Hilo Conference Center & Hawaiian EDventure for: McNEIL WILSON COMMUNICATIONS, INC.
  2. 3. Sustainable Niche Tourism… Community Inspired , Community Driven & Community OWNED! COMMUNITY UNIVERSITY STATE C0UNTY Program Developers, Marketers Students, Interns, Faculty, Cultural & Educational Resource Logistical , Clerical & Fiscal Support Public Relations Ambassadors Marketing & Advertising Grants, Reports & Product Development Kupuna & Senior Centers Volunteers , Community Organizations & Mentorship Programs Business and Local Vendors & Service Providers
  3. 4. COMMUNITY IMPACT Employment & Services <ul><li>Cultural Specialists </li></ul><ul><li>Naturalists, Scientists </li></ul><ul><li>Retirees, Teachers & Educators </li></ul><ul><li>Program Developers </li></ul><ul><li>Bi-Lingual Interpreters </li></ul><ul><li>Artists, Crafts People, Musicians, Dancers </li></ul><ul><li>Field Interpreters </li></ul><ul><li>Biologists, Volcanologists, Astronomers </li></ul><ul><li>Business Community </li></ul><ul><li>Service Vendors (food, transportation, recreation, lodging, consumable supplies) </li></ul><ul><li>Kupuna, Senior Centers </li></ul><ul><li>Visitor Industry Sites/Activities </li></ul><ul><li>Specialty Hires – Fitness,Wellness, Culinary Arts, Master Gardening, Quilting, Photography, Recreation, Adventure </li></ul><ul><li>Students and Junior Ambassadors </li></ul><ul><li>Public Relations, Marketing Specialists </li></ul><ul><li>Researchers/Visiting Scholars </li></ul><ul><li>Department of Education </li></ul><ul><li>Student Clubs </li></ul><ul><li>Clerical Support </li></ul><ul><li>Junior Ambassadors </li></ul><ul><li>Training Programs </li></ul>
  4. 5. PRIMARY OBJECTIVES OF NICHE TOURISM (EduTourism) PROGRAMS <ul><li>To promote Hawai`i as the PREMIER educational and cultural destination in the world! </li></ul><ul><li>To showcase our island’s diversity, extraordinary community resources and the University & community’s expertise in science and culture. </li></ul><ul><li>To extend the visitors length of stay in Hawai`i. </li></ul><ul><li>To develop innovative niche tourism programs and activities appealing to a broad demographic of visitors. </li></ul><ul><li>To stimulate economy by increasing visitor expenditures. </li></ul><ul><li>Acts as a “change agent” by expanding Hawaii’s image to “The 3 S’s ( Sun – Surf – and SCIENCE . Expanding image to promote Hawai`i as a learning destination. </li></ul>
  5. 6. NICHE TOURISM PROGRAMS OFFER: <ul><li>Experiential educational, cultural, recreational and wellness programs that provide hands-on, participatory and integrated approaches to learning in a very unique environment . </li></ul>
  6. 7. DESIGNED FOR: (Target Markets) <ul><li>Students - local, national and international (Elementary-University) </li></ul><ul><li>Educators, Researchers, & Administrators </li></ul><ul><li>Organizations & Clubs </li></ul><ul><li>Incentive & Pre/post-conference groups </li></ul><ul><li>Cruise Industry passengers </li></ul><ul><li>Families/Intergenerational </li></ul><ul><li>F.I.T. </li></ul><ul><li>Service Learning </li></ul><ul><li>Life Long Learners </li></ul>EduTourism, Agri-Tourism, Cultural & Heritage Tourism, Hi-Tech Tourism and Wellness Tourism are all components of NICHE TOURISM (EduTourism.)
  8. 9. “ HAWAII’S HOMES & GARDENS” The perfect combination of art and nature in symbiosis
  9. 10. “ Birds of Paradise” – “Wings of Aloha” Respecting the environment and preserving the natural ecology are a must! Small groups prevail!
  10. 11. DISCOVERY HAWAII’S TROPICAL AGRICULTURE… “Discovering your ROOTS” “ Hawaii Beyond the Postcard”
  11. 12. A PROFILE OF HAWAII’S ART, CULTURE AND NATURAL HISTORY Experience Hawaii’s Pacific Rim Cuisine and multi-cultural population
  12. 13. DISCOVERING HAWAII’S SKIES “ Astronomy: Beyond the Night Skies”
  13. 14. COFFEE, CULTURE & CALMING YOUR SPIRIT! “ Hawaii’s EcoTours”
  15. 16. “ REMEMBER THE FAMILY” “ Ohana Aloha” (Intergenerational Families)
  16. 17. “ E HO’I MAI E KE KUMU” Going Back to Our Roots The foundation of our programs lies in the knowledge of Hawaii’s Kupuna. (Going Back to Our Roots)
  17. 18. APPEALING TO THE JAPANESE MARKET “ E Pulama E Ka Ko Honua Nei” (Reaching Across Cultures)
  18. 19. NICHE TOURISM…A CROSS CULTURAL REALITY! Japanese Korean Chinese
  22. 23. MARKETING CONTINUES TO: Students, Families, & Lifelong Learners
  23. 24. PARTNERS AND COLLABORATORS: <ul><li>Universities, Schools, Organizations </li></ul><ul><li>Alumni Groups, Charter Groups </li></ul><ul><li>Elementary and High School Science Teachers and Clubs </li></ul><ul><li>International Schools (Japan, Korea, China) </li></ul><ul><li>Local Artists, Local Clubs, Local Vendors </li></ul><ul><li>Local Hotels, Transportation, Visitor Industry Attractions </li></ul><ul><li>Educational Travel Groups </li></ul><ul><ul><li>Odyssey </li></ul></ul><ul><ul><li>Earth Explore </li></ul></ul><ul><ul><li>Seimer and Hand </li></ul></ul><ul><ul><li>People to People </li></ul></ul><ul><ul><li>Rainforest and Reef </li></ul></ul><ul><li>Life Long Learning Groups </li></ul><ul><ul><li>Elderhostel </li></ul></ul><ul><ul><li>Interhostel </li></ul></ul><ul><ul><li>Familyhostel </li></ul></ul><ul><ul><li>Golden Escapes (Canada) </li></ul></ul><ul><li>JASON & Educational Groups </li></ul><ul><li>Religious Groups </li></ul><ul><li>Volunteer Organizations </li></ul><ul><li>Kupuna and Senior Citizens Groups </li></ul><ul><li>Alu Like </li></ul><ul><li>Hawaii Tourism Authority </li></ul><ul><li>Hawaii Visitors Bureau </li></ul><ul><li>DBEDT </li></ul><ul><li>Economic Development Boards </li></ul><ul><li>Farmers/ Ag Tourism </li></ul><ul><li>B & Bs </li></ul><ul><li>Hotels </li></ul><ul><li>Corporations </li></ul><ul><li>National, International and local </li></ul><ul><li>conferences </li></ul>
  24. 29. Honored by Hawai‘i Visitor’s & Convention Bureau! <ul><li>1997 Kahili Award </li></ul><ul><li>1999 Kahili Award </li></ul><ul><li>1999 “Best of Show” </li></ul><ul><li>2002 Kahili Award </li></ul><ul><li>2002 “Best of Show” </li></ul>
  25. 30. Honored by International Academic Association of Conference & Event Directors <ul><li>2004 Judith Fox-Goldstein, Minority Advocate of the year- US Small Business Administration </li></ul><ul><li>2000 Judith Fox-Goldstein, Athena Award Winner </li></ul><ul><li>1990 Conference Professional of the Year </li></ul><ul><li>1996 International Award in Academic & </li></ul><ul><li>Institutional Achievement in the field of </li></ul><ul><li>Conference & Event Management </li></ul><ul><li>1998 Judith Fox-Goldstein: Athena Award Winner </li></ul><ul><li> </li></ul>
  26. 31. Judith Fox-Goldstein Director UH Hilo Conference Center 200 W. Kawili Street, Hilo, HI 96720 Ph: 808-974-7555
  27. 32. Mission Statement <ul><li>History: 1990 – Under the leadership of Chancellor Edmond Kormondy, the UH Hilo Conference Center was mandated to initiate operation and to serve the University faculty and community. </li></ul><ul><li>The mission of the UH Hilo Conference Center is to extend the resources of the University to promote education and understanding to the global community. </li></ul><ul><li>The Center, which is committed to excellence, supports the development, facilitation, coordination and implementation of faculty professional, and research oriented conferences, seminars and educational programs that are consistent with the mission of the University. </li></ul><ul><li>The Conference Center promotes an awareness of UH Hilo to conference participants, community visitors, international guests and visiting student groups, thus aiding in the institutions overall recruitment effort. </li></ul><ul><li>The Center promotes and markets the University by showcasing its programs to the world and expanding use of campus facilities. It provides training and employment opportunities for students and promotes lifelong learning to the global community. </li></ul><ul><li>The Center facilitates linkages and relationships with external organizations encouraging strong business and academic partnerships. </li></ul>
  28. 33. PRIMARY OBJECTIVES FOR UH-HILO CONFERENCE CENTER <ul><li>To showcase University of Hawaii at Hilo </li></ul><ul><li>To act as Public Relations agent for the University </li></ul><ul><li>To market University of Hawaii to local, national & international community. </li></ul><ul><li>To promote University by attracting international meetings and short-term travel education programs </li></ul><ul><li>To establish reputation as premier site for meetings and travel programs </li></ul><ul><li>To maximize facility use </li></ul><ul><li>To provide opportunities for professional development through conferences and meetings sponsored by University </li></ul>
  29. 34. <ul><li>To promote the University, the Big Island and the State as the “Greatest Outdoor Classroom in the World” through our innovative EduTourism programs. </li></ul><ul><li>To provide coordination & implementation services for special events (Inauguration, Math Science Conference, Onizuka Day) </li></ul><ul><li>Function as academic & business liaison for the University </li></ul><ul><li>To form collaborations and partnerships with Universities, government agencies, business and Hi-Tech institutions </li></ul><ul><li>To provide internship experiences and employment for students </li></ul><ul><li>To act as a “training laboratory” for hospitality and visitor industry students </li></ul>