CAPILANO UNIVERSITY
Martin O’MahonyManuel Villalobos
Jen DaleBen Glassen
HELI – CENTIVESSky High Rewards
KEY TARGET MARKETS
Business Travellers
International
The Market in
China
National
Tourists
THE BUSINESS MARKET IN CHINA
A Key Market Identified by Destination BC *
35,340 visits during August 2013**
Price Sensitive
Collective and Holistic
* Destination BC Revised Service Plan (2013, Jun) ** Destination British Columbia. (2013, Oct).
HELI – CENTIVES FOR ALL
Trust
Loyalty
Differentiation
*Accenture (n.d)
THE HELI-CENTIVES TIER SYSTEM
Available to all
Sign up for free, online
Receive a Heli – Centive membership card and number in the mail
Collect rewards using your membership number when you book return flights - either online or on the phone
The more return flights you book, the better the rewards become
PERCEIVED BRAND VALUE IS CRUCIAL!*
*Accenture (n.d)
HELI BLUE – free sign up
HELI SILVER – 5 return flights
HELI GOLD – 10 return flights
HELI PLATINUM
20 return flights
THE HELI-CENTIVES TIER SYSTEM
HELI BLUE – Partners fly half price on weekends
HELI SILVER – 60 minute massage at Absloute Spa
HELI GOLD – Private tour of Downtown Vancouver
with Landsea Tours
HELI PLATINUM free night at the
Fairmont Chateau Whistler
THE VISION FOR THE FUTURE
PARTNERSHIPS & CROSS PROMOTIONS
INITIAL STARTUP:
A Helijet led initiative
Partnered with the Fairmont
THE FUTURE VISION:
Partnerships between all facets of
the Tourism industry
Tiered system allows for combining
of different price-point products
Influenced by Destination BC
research
Loyalty program coordinator (intern) $13.50 p/h (1)
Training frontline staff $2500 (2)
Membership Card Printing $6500 for 20,000 cards (3)
Traditional Mail $12,600 (4)
Website Development $2500 (5)
1.Go2HR (2013) A. 2. Go2HR (2013) B.3. Plastic Cards Printing (2013) 4. Canada Post (2013). 5.Shopify (2013)
PRELIMINARY BUDGET
Helijet Website
Twitter/ Facebook / Social Media
Emails
Current Advertising Budget & Locations
FLEXIBLE DIRECTCONVENIENT INTERACTIVE
CHANNELS & ADVERTISING
MEASURING SUCCESS
1. Online sign-up provides easy tracking of interest
2. “I was referred by…” option during sign-up allows tracking of referral points
3. Media touch points - likes, retweets, hashtags, Google searches, media coverage
4. Increased annual sales (relative to the cost of the program)
GOALS
1. 30% of current customers sign up in 6 months
2. Membership usage of 80% or more
3. 3 new partnerships & affiliations for the tiered system within a year
THE VISION
THANK YOU
REFERENCESAccenture. (n.d). Creating Customer Loyalty: A Customer-Centric Approach. Retrieved Oct 17, 2013, from accenture.com: http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture_Creating_Customer_Loyalty_A_Customer_Centric_Approach.pdf
Canada Post. (2013). Mailing and Shipping. Retrieved from http://www.canadapost.ca/eb/business/mailing-and-shipping#canada
Destination British Columbia. (2013, Oct). International Arrivals - August 2013. Retrieved Oct 19, 2013, from destinationbc.ca: http://www.destinationbc.ca/getattachment/Research/Industry-Performance/International-Visitor-Arrivals/International-Visitor-Arrivals-August-2013/International-Visitor-Arrivals-August-2013.pdf.aspx
Destination British Columbia. (2013, Jun). BC Revised Service Plan. http://www.destinationbc.ca/getattachment/aboutus/corporate-documents/destinationbc-revised_serviceplan_june2013_fnl.pdf.aspx
Go2Hr. (2013) A. Minimum Wages. Retrieved from https://www.go2hr.ca/articles/minimum-wages
Plastic Cards Printing. (2013). Quantity & Price. Retrieved from https://www.printingforless1.com/pricing/pages/custom-plastic-card-printing.aspx?__utma=18375032.842466287.1382890335.1382890
Shopify. (2013). Local Designers. Retrieved from http://www.shopify.ca/designers