2014/10/11

JCIAwards Entry

2014 Jci World Congress
OSAKA Castle Hustle / Breakaway fromconcentrated market.
JCI JAPAN
Best Local Economic Development Program

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Page 1

Entry Information
AwardProgram:

2014 JCI World Congress

Category:

Best Local Economic Development Program

NOM Information
National Organization:

JCI JAPAN
Kazuya Suzuki
E-mail: japan@jci.cc

National President:

LOM Information
Local Organization:
President:

JCI Osaka
Norimasa Nakatani

President Email: nori72nori72wanokokoro@gmail.com

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Basic Information
Duration : Oct. 12 (Fri.) ～14(Mon.) 2013
Staff : 64 members
Sponsors : Osaka City Office 29 organizations and companies
Budget : US $99,621
Profit / Loss : None
In which UN MDG best
Develop a global partnership for developmentfit (if apply): ?:Who is benefited ?: Approx. 3.5 million people living and working in Osaka
Objective : [Our flagship objective]
To promote economic development in a community.
To achieve this goal, we promote local citizens’ positive changes as below
on the basis of JCI Mission and Vision:
1.They become aware that they can contribute to their community
through their business.
2.They act proactively with the aim of contributing to the community
through their business and consumption activities
To promote economic development in a community is one of MDGs
(Millennium Development Goals) which are a UN initiative. Our objective isto achieve this goal as well as to develop individuals and to promote
corporate social responsibility (CSR.)
Overview : To activate and develop the local economy, the following is needed:1)Breakaway from concentrated market.
We need to break from business models in which we scramble for existing
profit. And then, we should conduct economic activities with the aim offinding out a new customer segment.
2) Change in consumption activities.
From consumers’ point of view, we provide opportunities for people tocontribute to the community, and encourage people to change theirconsumption activities. If they change their consumption activities, itbecomes easier to find out a new customer segment.
To improve the situations above, we implemented the following programs:(1)Gourmet Grand Prix
We provide opportunities for participant restaurants to attract a newcustomer segment at a lower price and a lower risk than usual.
1. The average spending per customer at these restaurants is $35.
However, they sell their unique food featuring "Osaka Soul Food" at only
US$ 5 each at this festival.
2. They sell food at the same place.
We set up booths at a public open space next to Osaka Castle under
festival regulations.
3. Participants compete sales proceed during the 2 days. Participants inhigher rank get a prize.
(2) A promotion campaign in which a donation is given every time acommodity is purchased.
1. All participants contribute 5% of their sales proceed for victim of theGreat East Japan Earthquake.
2. We implement a program in which we will collect caps of plastic bottles,
and exchange them for vaccines for developing countries.
Results : (1)Gourmet Grand Prix
Participant restaurants provided a total of 12,522 food.
The average spending per customer at these restaurants is $35. However,they sell each food at a lower price than usual, at US$ 5. As a result of
this, they successfully attracted a new customer segment through thisexperience.
(2) A promotion campaign in which a donation is given every time a
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commodity is purchased.
Because visitors realized that their consumption directly led to donation,
their consumption was increased.
It motivated them to contribute to the community and individual
consumption was increased. As a result of this, the local economy wasactivated.
As a result of a questionnaire to participants,
81% of participants answered that they wanted to settle the issue in thecommunity.
93% of participants answered that they wanted to contribute to the localeconomy.
(3)Evaluation of JCI
We won "Best local Economic Development program" in Asia-PacificConference 2014. Our project was high commendation from JCI Asiaand Pacific.
Actions Taken : Mar.21～Oct. 13 Meeting with Osaka City Office. Total 10 times.
Inspecting the site. Total 7 times.
Jul. 20～Aug. 11 Recruiting participants.
(sent an invitation to companies, visited them, and asked for participation.)Aug. 11～Sep. 12 Selecting participants.
(judged submitted menus by participant companies, and reported to thelocal public health center and the police.)
Sep. 2 Opened a web site and a Facebook page.
Sep. 17～Oct. 6 Posting posters on 311 local convenience stores.
Sep. 24 Orientation meeting for participants
Sep. 30～Oct. 13 Participants’ inspection of the site. Total 3 times.
Oct. 1 Requesting advertisement on the local radio station.
Oct. 3～6 Advertisement in trains of Osaka Municipal Subway (Approx. 5
million passengers per day)
Oct. 12, 13 Osaka Gourmet Grand Prix
Oct. 12, 13 Leaflet distribution (Approx. 30,000 sheets)
Oct. 12, 13 The questionnaires for participants and visitors
Oct. 14 Cleaned up the site by JCI Osaka members, Osaka municipal
officer, and participants.
Oct. 15～Dec. 17 Verification of the program
Recommendations : Osaka City Office agreed with our program, and cooperated with us.
Not only Osaka City Office, but many local organizations can easily
cooperate with our program.
We could obtain cooperation from Osaka City Office, and 29 localorganizations and companies, and then impact the local community a lot.
As a result, we successfully improved our visibility.
In addition, we could implement this program close to a local popular eventwith the government’s understanding and cooperation. It promoted many
citizens’ participation in our program and gave participants a huge
incentive.
It helped us raise funds for vaccination and support to the victims.
We also enacted citizens’ positive changes through their collecting caps ofplastic bottles.Our program serves a dual purpose.
Since our program is high commendation from JCI Asia and Pacificarea(winning "Best local Economic Development program" in AsiaPacific Conference 2014), a lot of sponsored company and participat
shop become aware of their validity of what they have done.

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JCIPage 3

Award Category criteria

1

Objectives, Planning, Finance and Execution

What were the [Our flagship objective]
objectives of this To promote economic development in aprogram? community.

In the process of achieving this goal, synergetic
effects that local citizens make positive changes arealso expected as below:
1.They become aware that they can contribute totheir community through their business.
2.They act proactively with the aim of contributing to
the community through their business andconsumption activities.
To promote economic development in a community
is one of MDGs (Millennium Development Goals)
which are a UN initiative. Our objective is toachieve this goal as well as to develop individuals
and to promote corporate social responsibility(CSR.)
How does this This program recognizes JCI Plan of Action in theprogram align to point that active citizens facilitate to form athe JCI Plan of foundation of community development.
Action? It is necessary for local economy development tocreate a virtuous circle that the success of businessreaches local economy development.
For this theory, business has to be based on thelocal community.
It is also important to train continuously social
entrepreneurs who take positive action.
We provided opportunities for existing local
companies to become positive citizens who cancontribute to the local community throughparticipating in this program.

Was the budget an Participation fee was free because we wanted toeffective guide for provide many opportunities for participant
the financial companies to make positive changes.
management of the Aiming for this, we made a lot of efforts on budgets.
project? A. We have developed trust relationship with Osaka

City Office for years. It enabled us to use the most
famous sight-seeing spot at no cost.
B. On the other hand, we prioritized budget
allocation to advertising expenses with the aim ofenhancing more citizens’ interest in our program.
As a result of this, more citizens became interested
in participants and the number of visitors reached to38,416.
We successfully obtained many achievements at lowcost.
How does this Promotions of JCI Mission:
project advance Local companies successfully realized the possibility
the JCI Mission to find out customers’ new needs.
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JCIand Vision? We provided an opportunity for participant

entrepreneurs to notice the necessity to prosper.
With the use of this opportunity, we prompted young
businesspeople and companies to prosper andpositive change.
Promotions of JCI Vision:
We created a local network for a global network.
We supplied opportunity to participate for more local
companies centered on young people under thesame condition.
By participating, sense of solidarity between local
companies and sound competition were created.
They supplied environment that they corporate eachother to prosper together.

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JCIPage 4

Award Category criteria

2

Promotion of Free Enterprise

How did this Companies had not been "Free" in two points below:
program seek to Participants had understanding that their businessexhibit JCI Values, only peruse economic profit. In addition, they hadespecially "free understanding that their business never contributeenterprise"? to their community.

We provided opportunities for them to change into
"Free men" "Free Enterprise" from theirunderstanding.
We encouraged them not only to maintain theirprofits but to try new things and to build individual
wealth.
How was free In this program, participant companies positively
enterprise changed into active citizens who can reform a
promoted during community through their businessthe project? (1)Through this experience, they noticed that they

had the possibility to find out new businessregardless of their scale and type of business.
(Positive Change)(2)This program created the starting point for small
companies to become larger company with productdevelopment and company branding. (EconomicDevelopment)This successful experience impacts other companies
and promotes them to challenge a new thing. As aresult, free economy will spread out.

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JCIPage 5Award Category criteria

3

Impact on Local Economy

How was the (1)We judged by survey of questionnaires to visitors.
impact on the local 81% of participants answered that they wanted toeconomy settle the issue of local economy.
measured? 93% of participants answered that they wanted tocontribute to the local economy and to create abetter future.
94% of participants answered that they wanted toact positively from now on.
(2)As many as 38,416 local citizens participated in
our program.
(3)People obtained a deeper understanding of thesignificance of our program and its impact to thecommunity. As a result, Osaka city and 29
organizations and companies cooperated with us.
What was the (1)We aimed to get an opportunity to share theintended impact on existing program with local citizens with highthe local economy? sensitivity.
What goals were They benefited by using our program.
originally set? In addition, both of us suggested to local

governments spread out this great movement
together.
As a result, we co-hosted our event with them.
(2)We promoted JCI Mission and Vision with the aimof economic development.
Through simulating an inclusive business model,
participants understood their cooperate
responsibility and how to improve service.
・Goal(1)We selected companies that had not contributed
to community. Focusing to let them notice that they
can contribute to the local community with theirbusiness type and scale.
(2)This program created a starting point for small
companies to become larger companies with productdevelopment and enhancement of their name value
through this program.
(3)Participants aim to be a company that places
importance on both gaining economical profit andcontributing to the local community.
(4)They improve not only themselves but also valueof citizens and the local community.
(5)These successful cases of participants spread outin the local community in chain reaction.
What was the Examples of participating businesspeople.
actual economic (1)Company A succeeded in marketing, andimpact produced developed a new menu through participating in thisby this project? program. They sell it as a popular menu now.

(2)Company B succeeded in obtaining newcustomers from visitors, and they built company
bland through participating in this program.
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JCI(3)Company C reviewed their procedure ofpurchasing, distribution, and selling when they
expected their sales proceeds in this program. They
succeeded in making a good profit from low sales
proceeds.
(4)In addition, Company C had close relationship withother local companies. As a result of this, they
increased sales proceeds.
(5)Company D opened a new restaurant, andemployed new workers to be a larger company.

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Award Category criteria

4Impact on Community and Participants

How was (1)We measured by survey of questionnaires tocommunity and visitors.
participant impact 81% of participants answered that they wanted tomeasured for this settle the issue of local economy.
project? 93% of participants answered that they wanted tocontribute to the local economy and to create abetter future.
94% of participants answered that they wanted toact positively from now on.
(2)As many as 38,416 local citizens participated in
our program.
(3)People obtained a deeper understanding of thesignificance of our program and its impact to thecommunity. As a result, Osaka city and 29
organizations and companies cooperated with us.

Describe the actual We measured by survey of questionnaires to local
impact on the local citizens, "Did you change into positive citizens whocommunity and the could contribute to local economic development?"
participants.

(1)Participants who had not contributed to local
development were given an opportunity to by JCIOsaka.
(2)They realized that they could contribute to local
economic development through familiar and easy
ways.
(3)As a result of a questionnaire to participants,
81% of participants answered that they wanted tosettle the issue of local economy.
93% of participants answered that they wanted tocontribute to the local economy and to create abetter future.
94% of participants answered that they wanted toact positively from now on.

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Award Category criteria

5Partnerships and Public Relations

What was the We built the following strategy in order to publicize
promotional the existence of participants and the meaning of thisstrategy for this program. (Selection and concentration)
program?

(1)We thought it is efficient to publicize in a shortperiod with many medias.
Then, we started publicity on 20 days prior to thefestival.
On the other hand, we distributed 30,000 leaflets on
the festival days.
(2)We thought young family is likely to be interested
in participants and this program.
Then, we selected a local radio station (an audiencerating 27.0% in the local area) popular with younggeneration.
(3)We also used Osaka City’s possession. Weadvertised this program in trains of Osaka Municipal
Subway. (Approx. 5 million passengers per day)
We could see advertising effectiveness on bothbusiness side and consumer side. We obtained trustfrom cooperators and cleaned up the site and aroundit with the aim of long term movement, and then aim
to make their cooperation stronger.
(4)We selected a convenience store as a PR site
because there are many convenience stores in
Osaka city and many citizens use them.
How successful (1)The number of participants in similar eventswas the organized by others is mainly 10～20 companies, but
promotion? Please 30 companies and business people participated inindicate figures this program through efficient promotion activities.
where applicable.

(2)This event was co-organized by Osaka City andus, which enabled us to target citizens with highsensitivity who were attracted by the governments’call.
More citizens were aware of the existence and themeaning of this program, in addition, the existence
and objectives of JCI.
(3)We advertised this program in trains of Osaka
Municipal Subway.(Approx. 5 million passengers perday)(4)We advertised this program at 300 convenience
stores in cooperation with them.
List the partners
that participated inthis program. (writeN/A if none)

Osaka City Office 29 organizations and companies

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How did partners The partner was involved in this program as follow:
participate in theprogram? A. Providing festival site.

They never permit the usage of site, Osaka Castle,
with no compensation, but JCI Osaka has long-term
good relationship with them.
They relied on us and permitted the usage of thesite with no compensation.
B. Supporting for public relations.
1. Advertisement posters hung in trains of the Osaka
Municipal Subway.
Osaka City Office offered 27% discount rate for thisadvertisement.
2. Posting advertisements on web site of Osaka CityOffice.
3. Posting advertisements on 300 convenience
stores.

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JCIPage 8

Award Category criteria

6Long-term Impact of the Program

What is the All companies in the community aim and act for
expected long-term both their economic profit and social contribution.
impact of this We gave an opportunity to change into "Freeproject? enterprise" from companies that aim only for

financial profit. We continue this program because
following ideas will be spread out.
1. Local companies became aware of new needs,
conduct local economic activities positively, andmake positive change.
2. Their successful cases spread in the community ina chain reaction with time.
3. Positively changed companies create a newopportunity, and create a network with localcompanies.
4. They contribute to the local economy and make abigger social contribution.
5. On the other hand, this program spreads out not
only to the restaurant business but other businessand businesspeople.
6. To achieve positive change of all types ofbusinesspeople, they act for both contribution to thelocal community and pursuit of economic profit.
What changes To increase positive change within businesspeople
would you make to by this program;
improve the results 1. The program was targeted this year only to foodof this project? industry, but in the future we expand type ofbusiness.
2. To motivate the participant companies toimplement their own programs.
3. To provide opportunities for them to exchange
their opinions before and after the program.
4. To recruit more local citizens to be involved inrunning this program.
To increase participants.
1. Let participants of this year to recommend newparticipants.
2. Let citizens recommend new participants.
3. To increase free enterprise by giving opportunities
to other types of industry.
4. To keep increasing people who are interested inthis program each year.

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