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Awards Entry

2014 Asia-pacific Conference
Escape From Unattractive Prefectures ~ Be Proud of
our Food Industry!! ~JCI JAPAN

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Entry Information
Award Program:

2014 Asia-Pacific Conference

Category:

NOM Information
National Organization:

National President:

JCI JAPAN

Kazuya Suzuki
E-mail: japan@jci.cc

LOM Information
Local Organization:
President:

JCI Tsukuba
hiroshi tsuizaki

President Email: tsuizaki.com.olive@orange.zero.jp

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Basic Information
Duration : April 2013 ~ December 2013
Staff : 133 member
Tsukuba City, Ibaraki Prefecture, banks, real estate companies,Sponsors :agricultural cooperatives, general c
Budget : 57,750 dollar
Profit / Loss : 0
In which UN MDG bestfit (if apply): ?:Farmers and fishermen in Ibaraki Prefecture (about 100,000)
People in restaurant business in Ibaraki Prefecture about 70,000)
Who is benefited ?:Citizen in Ibaraki Prefecture and surroundings (about 4 millions)Objective : We, JCI Tsukuba, promote safety and goodness of food “made inIbaraki” to citizens in this prefecture and surroundings.
We realize revitalization of local economy that has sustainability and“Economic Justice” through improving attractiveness of our Ibaraki
prefecture in Japan.
Background of above is- Nation-wide position of Ibaraki prefecture has been low because of poor
promotion activity, labeled as one of “Unattractive Prefectures”.
- Damages caused by harmful rumors or misinformation of nuclear
accident in 2011 still remain.
We, JCI Tsukuba and Tsukuba City, are able to make these objectives
true, because our city locate at important position for traffic, taking 45
minutes for Tokyo by train and having a junction of orbital and radiallyhighways.
Overview : We, JCI Tsukuba, drive forward “Economic Justice” in “JCI Value” onlocal economy by promoting safety and goodness of food “made inIbaraki” to citizens in this prefecture and surroundings.
- 68 shops and restaurants sell dishes made of local specialty of “Ibaraki”.
- Visitors can vote his/her best dish by exchanging their trash for voting
ticket.
- We publicize and make good relation with media such as newspapers,TVs, advertisements, Web, SNS, etc.
- We invite a lot of local mascots so that children can also enjoy the event.
- After the event, we push participants, especially who got the prize, atother events or festivals of local or held by JCI JAPAN.
Results : - We, JCI Tsukuba, push foods of “Ibaraki” for much more amount ofcitizens, achieving more than 20,000 unique user access to ourFacebook page in one and half month. (checked at control screen ofFacebook page)-Our event is reported in 13 newspapers. (total circulation is morethan 2 million)-More than 90,000 visitors. (announced by Tsukuba city and police)-We effectively use media and other events to increase ripple effectsof this event.
Actions Taken :-We, JCI Tsukuba, hold a press conference and distribute press

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release for press club of Tsukuba City or Ibaraki Prefecture.
-We encourage diffusion of information using Facebook page and officialweb site.
-Under cooperation of the City, we put an advertisement in the trains
without payment. (Tsukuba Express Line, 300,000 passengers a day)- We invite a lot of local mascots so that children can also enjoy the event.
- After the event, we push participants, especially who got the prize, atother events or festivals of local or held by JCI JAPAN.
Recommendations : We adequately achieve our objectives that we promote safety andgoodness of food “made in Ibaraki” to citizens in this prefecture andsurroundings.
We touch with more than 3 million citizens at least by using newspapers,
SNS, advertisement, etc.
We believe these results lead to revitalization of local economy that hassustainability and “Economic Justice” through improving attractivenessof our Ibaraki prefecture in Japan.
In the future, however, we have to challenge to push attractiveness of“Ibaraki” for the whole country.

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Award Category criteria

We, JCI Tsukuba, promote safety and goodness offood “made in Ibaraki” to citizens in this prefectureand surroundings.
We realize revitalization of local economy that hassustainability and “Economic Justice” throughimproving attractiveness of our Ibaraki prefecture inJapan.
Background of above is- Nation-wide position of Ibaraki prefecture has been
low because of poor promotion activity, labeled as oneof “Unattractive Prefectures”.
- Damages caused by harmful rumors or
misinformation of nuclear accident in 2011 still
remain.
We, JCI Tsukuba and Tsukuba City, are able to makethese objectives true, because our city locate atimportant position for traffic, taking 45 minutes forTokyo by train and having a junction of orbital andradially highways.
We, JCI Tsukuba, drive forward “Economic Justice”
in “JCI Value” on local economy by promoting safety
and goodness of food “made in Ibaraki” to citizens inthis prefecture and surroundings.
The budget help us to think about promotion plan withgood cost performance, because we have to spend
more money for setting up or direction of the event.
The breakdown is; rental expenses 47%, supplies
expenses 18%, advertising expenses 14% and other
titles of accounts 21%.
JCI Mission
We, JCI Tsukuba, provide opportunities for enterprises
to create positive change that they more aggressively
challenge with their market or product (dishes), andcreate new value.

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We also provide opportunities for visitors (citizens) tocreate positive change that they rediscover the valuesof food culture of our prefecture, and think about local
production for local consumption.
JCI Vision
We, JCI Tsukuba, increase “Active Citizen” who takeaction globally about local foods.

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Page 42Award Category criteria

We, JCI Tsukuba, support enterprises to do businesswith free mind and way of thinking by rediscover thevalues of their product (dishes) or food culture of ourprefecture.
In the past, they imagined their dishes were normal anddidn’t have any attractiveness.
Enterprises do their business with free mind and wayof thinking, because rediscover the values of theirproduct (dishes).
Then, they more aggressively develop new products orsell their products.

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Page 53Award Category criteria

We, JCI Tsukuba, measure the amount of visitors withcooperation of the City and police.
Traffic analysis of Facebook page and web site.
We estimate conversion rate of advertisement.
We, JCI Japan, realize revitalization of local economy
that has sustainability and “Economic Justice” throughimproving attractiveness of our Ibaraki prefecture inJapan.
Total Economic Effect
2.5 million dollar- Sales of each shops➢ 1 million dollar- Sales of shops at surroundings➢ 1 million dollar- Sales of public transportation➢0.3 million dollar- Effectiveness of advertising➢ 0.1 million dollar (newspaper)➢ 30,000 dollar (train ad)

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Award Category criteria- Questionnaire and hearing for shops and visitors- More than 90 % of visitors answer that they feel
attractiveness of food of “Ibaraki”.
- More than 90% of shops answer that they receive
positive response from visitors.
- Prize winners visit the mayor of their city andwelcomed.
- A prize winner increase its sale to 120% than before.

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Award Category criteria- We, JCI Tsukuba, hold a press conference anddistribute press release for press club of Tsukuba Cityor Ibaraki Prefecture.
- We encourage diffusion of information using
Facebook page and official web site.
- Under cooperation of the City, we put anadvertisement in the trains without payment. (TsukubaExpress Line, 300,000 passengers a day)- We push foods of “Ibaraki” for much more amount of
citizens, achieving more than 20,000 unique user
access to our Facebook page in one and half month.
(checked at control screen of Facebook page)- Our event is reported in 13 newspapers. (totalcirculation is more than 2 million)
Tsukuba City, Ibaraki Prefecture, banks, real estatecompanies, agricultural cooperatives, generalcontractors, travel agents, restaurants, etc. (108corporations and individuals)
Tsukuba City : Joint sponsorship
Ibaraki Prefecture : Support
Other : Funding and Cooperation

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Award Category criteria

We, JCI Tsukuba, believe these results lead torevitalization of local economy that has sustainabilityand “Economic Justice” through improving
attractiveness of our Ibaraki prefecture in Japan.
In the future, we, JCI Tsukuba, have to challenge topush attractiveness of “Ibaraki” for the whole country.
It is necessary for us to create new “media” whichmeans attractive event or initiative for the wholecountry.
Then, we can increase “Active Citizen” who takeaction globally about local foods.

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