breaking through - building the conservative brand in cultural communities

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Parliamentary OfficeHouse of Commons

Ottawa, Ontario K1A OA6

Tel: 613-992-2235

Fax: 6' 3-992-, 920Email: [email protected]

Ottawa, ON

3 March 2011

Dear Linda Duncan,

HOUSE OF COMMONS

Hon. Jason Kenney, PC, MPCalgary Southeast

Calgary Southeast1168-137Ave SE

Calgary,Alberta T2j 6T6

Tel: (403) 225-3480

Fax: (40J) 225-3504www.jasonkenney.com

1amwritingto you today on behalf of Jason Kenney, PC, MP who is presently out of the country.

Minister Kenney has instructed me to share with you tbeenclosed presentation entitled BreakingThrough - Building the Conservative Brand in Cultural COfl!munities.

1understand Minister Kenney speke with you this w e ~ k to seek out yeur support andfinancialassistance. As you wil l see in the presentation materials, we require an additional $200,000 of financial

commitment from various Conservative Electoral District Associations to make this campaign a success.

Given the current political environment, we hope to have commitments by March li , 2011. We know



Breaking ThroughBuilding the Conservative Brand

Conservative Ethnie

Paiq MediaStrategy

Agenda

03/03/2011



The New RealitySnap Shot

• By 2017 about half of the 7.1 million people

l iving in GTA will belong toa visi·bJeminority

• 1.3 mil lion wil l be South Asian.

• 900,000 will be Chinese

If GTA South Asians were ta form a

city, it would be the third largest city

in the country.

Toronto +. Va'ncouver

03/03/2011 .



Target Ridings - Very Ethnie

03/03/2011

20 v o t ~ s

50 - , - - - - - , - - - - - - - - - - - - - - - -c-- -

45

40

35

30

2520

1510 +--.-- - - -...:-..ij!Jl- - -- 1__ - ___

5

O-+-IL--=- . r - -=-r----r-" - . . . . . - - - . - . . . . - - - , . . . . - - , -

Take Away

• Sou th As ian

• Chinese

• Jew ish

amI Ukranian



The Chinese Market

People Spèak Cantonese ·or Mandarin

03/03/2011

Calgary

Edmonton

Total: Total: 680,917

Mandarin'

Calgary

Edmo.nton

Total:

23,024 Alberta

15,083

381,918 Total:

40,202

429,953

GTA Chinese Voting



The South AsianMarket

People who Speak Punjabi or Hindi

l ; ~ : q Q J ~ ~ F ; L : ; , Toronto 173,470 Ontario 201 ;720

Vancouver 137,415 BC 184,590

Calgary 25,560 Alberta 44,480

Edmonton 17,370

Total: 358,815 Total: 430,790

Toronto 151,935 Ontario 1 7 9 , 4 8 ~Vancouver 62,440 BC 70,120

Calgary 14,595 Alberta 28,800

Edmonton 12,545

Total: 241,515 Total: 278,400

GTA South Asian Voting

03/03/2011



Take Away

Data Proves Hunch: We Are Losing

We Are Losing Less Badly Now

Need ta Positively Brand cpe in Target

Communities

03/03/2011

Paid Media - TV, Radio, Print, Online



Web -Sample

Web Breakout

Communitywww

address Monthly Cost Impressions

Sing T a o / C h i n e ~ e WW\N.ccue.ca $ 1,000 80000

Post lMul ti Asian WW\N.asianpost.com $ 1,,300 600000

Voice/Punjabi/English www.weeklyvoice.com $ 350

My bindi/S Asian www.mybindi,com $ 1,000

IndustryAverage for a cl ick thru on a web ad is 0.35%

$ 3,650

03/03/2011



\l!!t

. . .

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·BuilâiOg the C o n s e r v a ; ~ i i ~ e : a r a n dConservative Ethnie

Paid Media Strategy



e· e .e



The New Rea.litySnap-Shot

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1iv i n g » i n Q l ~ ; . ~ i l l 0eIong t o a ~ i > s i , l : . t l > ' r r l i n o r i t y

• 1.3rriillio;nwilloe South Asian'.

.• · · 9 . I D , Q : ; . i ~ l ~ . I : . w i Il bèChinese:· ..::.· •.•·.• ·· .•.·'.·:.•. ,:;:.,:<·· ... ,·; .."<;1,, .• :::.,',•...:: ..;' •. ',('..(;';.::'.."



Toronto + Vancouver

.12%

19°k 18%

41%

54%

10%

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<, ',,' ", .'

• 4 l l > . ~ f ' ~ ~ n , c o ~ v ~ r J s p o p · ~ l a t i .

Canada Toronto Vancouver .Calgary Edmonton Montreal

..., ~ · t @ · I 1 ! · $ ~ 1



Target Ridings - Very Ethnie50

45

40

35

3D

25

20

15

.1>0 1····. •. • • ! ~ . . ·5

oUkranian

20 votes

> ~ r l ; Q · g § a J



.The Chinese Market

. P e . o · . @ . l e i V # i . R ê ) · i i $ ~ ~ ~ i ~ . ~ ; ~ ~ r 1 t o n . e s . ~ ~ ~ : r < l V l t a . r ' â a · ••·ri...n

Caratol1esè Toronto, 319,723 O·nta·rio 364,994

Vancouver 226,826 BC ·239,620

'Calgary 41·,141 Al'berta 76;303,

Edmonton 31,457

Tot'al: .619,147 Total: 68'0,917

Mandarin Toronto 171 ,362 Ontario 208,176

p i , , ~ r ~ ' t y172,449 BC 181,575



GTA Chinese Voting

Chinesee.t...•. f " l n i ~ J ~ y . .... .

b e c a L J i s e ~ ~ e 4 1 S h a s other factors t h a l ~ r ê l g â q w n t h eConser"ativevote .

• We have rnade significant we have m a ~ ~ \ l \ f i ~ h i n t h e 'Cohi rnumity.

• Inp.olls.that are more than 40% Chinese, Conservative votehélsgrown 8.5% across the GTA between 2004 and 2008.

• ln the.416 these polis grew from 17.9% in 2004 ta 22.0% in20Q6to 25.1%. In the 905 these polis grew trom 23.1% in2004to 28.8% in 2006 to 33.3% in 2008. '

[ ) i ~ ~ r s i t y · · · · · · R ~ ~ p ~ ~ a l



The South Asian Market

P ê c > ~ ; I ' e C i l i h \ ~ ; : $ p e â k P . U r l i i : 1 ~ j · · .• or<Hi.ndi

Punjabi Toronto

Hindi

. p i V @ ~ $ i ~ V

Vancouver

Calgary

Edmonton

Total:

1 Toronto

r " " , I ~ " ' I j I q .•

,137,415 BC

25,560 Albe:rta

17,370

.358,815 Total:

151 ,93:5 ,Ontario

184,590

44,480

430,790

1'79,480

~ ! r g e ( ) ~ a l ..

"l0 on "



GTASouth Asian Voting

As.i.a.··.n< .•. · . e t ~ ... ••• i ~ i ~ ~ .•••.•••..·••••.•••.•..••....••.•.••.••.•...... . . .......•••••..•••.•...•.

b ~ Ç è U S ~ i i ~ . ~ ~ i .. ~ . 1 6has other factors t ~ a t â . r a g . d ( . l " " n t h eConservative·vote.

• [ n ~ 0 9 4 J i r 1 the nearly 350 pollsj t h a t . " , , ~ r e m o r e than·40%S.Quth AsianJCPC averaged 11.9% of the vote.

• \Nei·have made significant we have made within the

cot"f'1.miu nity.

• Inp.olls that are more than 40% South Asian1CPC vote

hasgrown 14.8% across the GTA between2004and2008.

[ ) i \ f ~ .•• ~ $ J ~ ~ . ~ , , ( ; ) p ( ; ) $ ~ J



Paid Media- TV, Radio, Print, Online

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qiui·.·CZ;ikl·y

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Sample Ad

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chair

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family member saying the last line

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SampleScript

For overa hundred years Indo-Canadians have worked hard to build

Canada

Things haven't always been fair for us. KomagataMaru

But the Conservatives' have always recognized our history and our Sikh in WWII

comm'unity's sacrifice

Today, the Conservatives represent our community in Parliament South Asian Caucus

Prime Minister Harper's Conservatives have increased immigration PM @ Golden Temp,le

and trade trom India

That's because the Conservatives fight for our'values

Belief in h·ard work Indo-Canadian 'Working

The DivE!rsity C f l J $ ~ ~ t .....



SampleDeployment

• Stations:

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• A v e r q ; g t ~ Costfor 30 sec spot: $200

• '-ypical Shows: News, Cricket, Drama

••••• E : ) i ~ ~ r $ i ~ 1 , ç ~ I ~ ; . ~ ' ~ · d l ; ., ..



Production Costs

Primary Focus G r o u p ~ South Asian (English) and $25,000

Mandarin

Primary Focus Re-shot-Ca

$50,000

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TV BuyCosts - P.re Writ

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. Sources of Funding

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·Suppl,CJrtSOught f ~ o m Otner EDAs

• TotalPotëntia.1 Campaign

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$318,000

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Web - Sample

Web Breakout

www.asianpost.com

\!dice/Pühjtlipill3nglish Iwww.weeklyvoice.com

www.mvbin·di.com.

Industryj.\yeragefor a click thru on a web ad is 0.35%

$

$

350

1;000

80000

600000

3',650

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breaking through - building the conservative brand in cultural communities

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