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