AUSTRALIAN BUREAU OF STATISTICS

COUNTING DIVERSITY WHY THE CENSUS IS INTEGRAL TO

SHAPING MULTICULTURAL COMMUNICATIONS

4 MARCH 2011

 

3 key areas

strategic framework

audience identification

campaign design

  

overview

what is our strategic framework?

  

key phases: based on strategic intent lead up to campaign: development rollout of components: atl & btlawareness raising & community engagement

3 key areas awareness

attitudes: encourage & participation

intentions: drive in call to action

  

strategic framework

who are the target audiences?

  

audience selection

focus on segment identification for target audiences

main criteria:age = allCOB: country of birthlanguage spoken at homeEnglish language proficiencysize of populationlga residencyState residencypermanent residencyvisitors international students sources:

ABS Census Data 2006DIAC Data 2011

secondary criteria:home ownershipcar ownershipsmall business operatorinternet usage

audience selection

all language /cultural groups identifiedprimary, secondary & tertiary depending on atl & btl infrastructure

sub segments of identified language cultural groups not counted in 2006 Census®newly arrived®Census undercounted® international students

30 language/cultural groups= 87% of Australian CALD populationSources: DIAC Data 2011

community:

®all CALD people®professionals & skilled workers® those moving permanently or returning from o/s® tourists & working holiday makers®people transiting, visiting family or friends, visiting for business

ect® internationals studying & or training®new and emerging groups

  

key audience segments

stakeholders :

® community leaders & organisations®CALD media ®government departments or agencies® religious groups®education agents & providers® service providers: Centrelink, MRCs, ECCs AMES®employers and sponsors®business & professionals infrastructure

  

key audience segments

how will we reachthe target audiences?

  

How we determine a Target Audiencekey demographic facts Chinese speaking population experienced significant growth in recent years

largest community groups across Victoria (and NSW) with a diverse demographic profile

How we determine a Target Audiencetarget segments for primary audience 18+

Chinese speaking =Cantonese & Mandarin from China mainland, Hong Kong, Singapore, Malaysia & Taiwan gender of market aged 18+potential total market size across key areas

segments within this:individuals & families: male & femalebusiness owners, including small businessethnic specific mediaChinese organisations & key business opinion leaders

How we determine a Target Audiencekey demographic facts

Chinese population in Victoria is 142,358 (as of 2006)32,000 permanent settlers have arrived into Victoria from China mainland & Hong Kong since 2006 to Feb 2011 – mostly skilled migrants or international students the split of Chinese speakers is 46% Cantonese and 45% Mandarin75.5% of Chinese speakers speaking English well or very well56% fully own or are in the process of purchasing their own home45% live in family households (couple with children)80% have access to the internet Chinese-speaking communities across Victoria are in 5 key LGAs:

Boroondara (VIC) Manningham (VIC) Melbourne (VIC)Monash (VIC)Whitehorse (VIC)

How we determine a Target Audience research study by Cultural Perspectives w 250 people btw 18 - 55 found that:

70% use Facebook, 20% use QQ (a Chinese social media network)60% regularly watch Chinese TV, most of those who do watch it for 3 or more hours a daysatellite TV is the most common way of accessing Chinese89% visit Chinese-language websites to read articles or get information 61% reported news about China, HK, TW etc.news content is valued as the most important content secondary types of content valued are : Lifestyle; Health ; Culture & Business/Finance97% are online at home & 70% online at workaccess through desktop 80%; laptop 71% and mobile access 37%

campaign designkey areas that need focus based on intent of campaign

strategic planned, coordinatedinformation campaign: Australia wide, statewide & local level

sustained program of educationbased on key cultural motivators

equal focus of messages ‘what & why’

‘how’ = call to action

collaboration through structured alliancesespecially with key influencers & ethnic media

campaign design

methodology is simple &the approach direct, targeting all audiences in a multi-layered& segmented way

key components atl & btladvertisingmedia strategy: launch & media relationspartnerships & peer to peer programresources & in language materialsevaluation: measure of response

how will the campaign work?

  

atl

media planning & advertising mediums

  

creative approachadvertising

press, radio, tv, online & outdoor advertising are the key channels for atl

need a combination of emotional & rational messages, raise awareness & reinforce

we craft the key and secondary messaging based in relation to:

the campaign identity: what the proposition: functional & self expressive benefits: ‘why & how’ = participate

   

media planning media strategy

we prepare plans with weightings reflective of media consumption habits & strategy

imperative media buy reflects language/cultural groups targeted & supports rollout of the btl components

media planningselections will be based on ethnic media preferences, consumption & circulation figures proportioned for each group

Chinese press 20% across titles press/magsradio 15% spots + bonusonline 50% top international sitesoutdoor 5% lga location specifictv 15% satellite, SBS & C31

btl

community engagementmedia partnershipscommunity partnershipssponsorshipscollateral: website splash pagespeer to peer educationmeasure of response

  

Community Engagementexperiential marketing, PR & sponsorships

Chinese New Year: March 3, 2011 Year of the Rabbitprincipal sponsorshipmajor events for 2 weeks youth centred events: sponsored dance partiesmedia stories

collateralfortune cookies – that can contain call to action & cultural messagingkey chains – that can reflect key messagingbilingual information: online & postcard campaign website splash pages: track response

promotions prize pool = holiday/ car give awaysponsored golfing weekends