AUSTRALIAN BUREAU OF STATISTICS COUNTING DIVERSITY

1. AUSTRALIAN BUREAU OF STATISTICS COUNTING DIVERSITY WHY THE CENSUS IS INTEGRAL TO SHAPING MULTICULTURAL COMMUNICATIONS 4 MARCH 2011

2. overview 3 key areas strategic framework audience identification campaign design

3. what is our strategic framework?

4. strategic framework • key phases: based on strategic intent • lead up to campaign: development • rollout of components: atl & btl • awareness raising & community engagement 3 key areas •  awareness • attitudes: encourage & participation • intentions: drive  in call to action

5. who are the target audiences?

6. audience selection focus on segment identification for target audiences main criteria: • age = all • COB: country of birth • language spoken at home • English language proficiency • size of population • lga residency • State residency • permanent residency • visitors • international students • secondary criteria: • home ownership • car ownership • small business operator • internet usage sources: • ABS Census Data 2006 • DIAC Data 2011

7. audience selection all language /cultural groups identified primary, 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 population • Sources: DIAC Data 2011

8. 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

9. 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

10. how will we reach the target audiences?

11. How we determine a Target Audience key demographic facts Chinese speaking population experienced significant growth in recent years largest community groups across Victoria (and NSW) with a diverse demographic profile

12. How we determine a Target Audience target segments for primary audience18+ • 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 & female • business owners, including small business • ethnic specific media • Chinese organisations & key business opinion leaders

13. How we determine a Target Audience • key 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% Mandarin • 75.5% of Chinese speakers speaking English well or very well • 56% fully own or are in the process of purchasing their own home • 45% live in family households (couple with children) • 80% have access to the internet • Chinese-speaking communities across Victoria are in 5key LGAs: • Boroondara (VIC) • Manningham (VIC) • Melbourne (VIC) • Monash (VIC) • Whitehorse (VIC)

14. 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 day • satellite TV is the most common way of accessing Chinese • 89% visit Chinese-language websites to read articles or get information • 61% reported news about China, HK, TW etc. • news contentis valued as the most important content • secondary types of content valued are :Lifestyle; Health ; Culture & Business/Finance • 97% are online at home & 70% online at work • access through desktop 80%; laptop 71% and mobile access 37%

15. campaign design key areas that need focus based on intent of campaign • strategic planned, coordinated • information campaign: Australia wide, • statewide & local level • sustained program of education • based on key cultural motivators • equal focus of messages • ‘what & why’ • ‘how’ = call to action • collaboration through structured alliances • especially with key influencers & ethnic media

16. campaign design methodology is simple & the approach direct, targeting all audiences in a multi-layered & segmented way key components atl & btl • advertising • media strategy: launch & media relations • partnerships & peer to peer program • resources & in language materials • evaluation: measure of response

17. how will the campaign • work?

18. atl • media planning & • advertising mediums

19. advertising 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 creative approach

20. 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

21. media planning selections will be based on ethnic media preferences, consumption & circulation figuresproportioned for each group Chinese press 20% across titles press/mags radio 15% spots + bonus online 50% top international sites outdoor 5% lga location specific tv15% satellite, SBS & C31

22. btl • community engagement • media partnerships • community partnerships • sponsorships • collateral: website splash pages • peer to peer education • measure of response

23. Community Engagement experiential marketing, PR & sponsorships Chinese New Year: March 3, 2011 Year of the Rabbit • principal sponsorship • major events for 2 weeks • youth centred events: sponsored dance parties • media stories collateral • fortune cookies – that can contain call to action & cultural messaging • key chains – that can reflect key messaging • bilingual information: online & postcard campaign • website splash pages: track response • promotions • prize pool = holiday/ car give away • sponsored golfing weekends