1. Take Control of your multicultural Marketing Campaign

2. 2 Agenda Your situation Introducing RES Questions

3. Are you in control? Marco Bellucci

4. 4 Three simple steps to help you gain control of your campaign: Right Audience Evaluate Schedule Set Objectives “RES”

5. Sergio Recabarren Right Audience

6. 6 Resources to help select the right audience: ABS: size, age, sex, location, language proficiency DIAC: migration flow, including students (Indian students +20% in 2007) Use maps if you prefer them to numbers Right Audience

7. High English Proficiency Older Low English Proficiency Younger Source: ABS Census 2006, Sydney Community Profile

10. Irena Souiki Evaluate Media

11. 11 Resources to help evaluate media: ATO (2008), SBS (2007), Dept of Environment, Climate Change and Water (2004), plus others Case studies Evaluate Media

12. Cultural Partners/Newspoll 2008, weekly Reach in Sydney, People 18+ In Language Print

13. In Language Radio Cultural Partners/Newspoll 2007, weekly Reach in Sydney, People 18+

14. In Language TV Cultural Partners/Newspoll 2007, weekly Reach in Sydney, People 18+

15. In Language Online Cultural Partners/Newspoll 2007, weekly Reach in Sydney, People 18+

16. Press Reach: Mandarin Cultural Partners/Newspoll 2007, weekly Reach in Sydney, People 18+

17. 53% Top 2 53% Total Vietnamese Radio 51% Top 1: SBS Radio Reach: Vietnamese Cultural Partners/Newspoll 2007, weekly Reach in Sydney, People 18+

18. Set Objectives McKay Savage

19. 19 Set measurable objectives upfront: Online Coupons: Harvey Norman Competitions Source tracking: phone, in-store Tracking awareness and intention: Ford, Homereach Set Objectives

20. Source: Ford Focus Campaign Research December 2007, McNair Ingenuity Ford Focus Campaign: In language ads delivered high impact Unbranded recall of in language ads very high Cantonese, Mandarin, Vietnamese research In total 31% recall seeing or hearing an element of the Ford Focus in language campaign Recall was highest for the radio ad at 18% Amongst SBS Radio listeners, 50% recalled the ad % who could recall ad when prompted with an unbranded description

21. Right Audience Evaluate Schedule Set Objectives RES: 3 simple steps McKay Savage

22. Contact Thang Ngo National Manager, SBS In Language (02) 9430 2805 thang.ngo@sbs.com.au facebook.com/thangngo twitter.com/thangngo thangblog.com