2011-03-03 breaking through - building the conservative brand in cultural communities

8/7/2019 2011-03-03 Breaking Through - Building the Conservative Brand in Cultural Communities

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Parliamentary OfficeHouse of CommonsOttawa, Ontario K1A OA6Tel: 613-992-2235Fax: 6' 3-992-, 920Email: [email protected]

Ottawa, ON3 March 2011

Dear Linda Duncan,

HOUSE OF COMMONS

Hon. Jason Kenney, PC, MPCalgary Southeast

Calgary Southeast1168-137Ave SECalgary,Alberta T2j 6T6

Tel: (403) 225-3480Fax: (40J) 225-3504www.jasonkenney.com

1amwritingto you today on behalf of Jason Kenney, PC, MP who is presently ou t 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 to seek ou t yeur support andfinancialassistance. As you wil l see in the presentation materials, we require an additional $200,000 of financialcommitment 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


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The New RealitySnap Shot By 2017 about half of the 7.1 million people

living in GTA will belong toa visibJeminority 1.3 million will be South Asian. 900,000 will be Chinese

If GTA South Asians were ta form acity, it would be the third largest city

in the country.

Toronto +. Va'ncouver

03/03/2011 .


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Target Ridings - Very Ethnie

03/03/2011

20

50 - , - - - - - , - - - - - - - - - - - - - - - -c-- -4540353025201510 +--.-- - - -...:-..ij!Jl- - --1__ - ___5O-+-IL--=-.r--=-r----r-"-.. . . .--- .- . . . .--- , . . . .-- ,-

Take Away

Sou th As ian Chinese JewishamI Ukranian


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The Chinese MarketPeople Spak Cantonese or Mandarin

03/03/2011

CalgaryEdmontonTotal: Total: 680,917

Mandarin'

CalgaryEdmo.ntonTotal:

23,024 Alberta15,083

381,918 Total :

40,202

429,953

GTA Chinese Voting


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The South AsianMarketPeople who Speak Punjabi or Hindi

Toronto 173,470 Ontario 201 ;720Vancouver 137,415 BC 184,590Calgary 25,560 Alberta 44,480Edmonton 17,370Total: 358,815 Total: 430,790

Toronto 151,935 Ontario Vancouver 62,440 BC 70,120Calgary 14,595 Alberta 28,800Edmonton 12,545Total: 241,515 Total: 278,400

GTA South Asian Voting

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Take AwayData Proves Hunch: We Are Losing

We Are Losing Less Badly NowNeed ta Positively Brand cpe in Target

Communities

03/03/2011

Paid Media - TV, Radio, Print, Online


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Web -SampleWeb Breakout

Community www address Monthly Cost ImpressionsSing T WW\N.ccue.ca $ 1,000 80000Post lMul ti Asian WW\N.asianpost.com $ 1,,300 600000Voice/Punjabi/English www.weeklyvoice.com $ 350My bindi/S Asian www.mybindi,com $ 1,000IndustryAverage for a click thru on a web ad is 0.35%

$ 3,650

03/03/2011


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. . .:.:.. ,', -""


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e e .e


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The New Rea.litySnap-Shot By.. '. ,2.0........,1......."...7.......,..'.:...,.....,...,.a.....,....,.....,.,.,.0............, ......... : ,....0..........,.,.......,..'.....,i,U.......... ' ................ ,.:...........,......... :..........., . . .n,..,.....,.:.,...,......a... . ...,.....:.:,..,....1,...,...........:..,.. .,,.:..,m ,.',.' ........,...;....:.,..:.',......,...........,. .i.....,..,..I'.....,..I.. ,.,..:.i,...........'...0..,.. ,..................'...,n......,..........:........:. .:..,.....p,'. . .. . . .. . .. . .,...... e...,' ...o p.,1e." ' ' .............................................. ' ,.: :.......... ,/:>,:...:...>.i.. ...'.'....::.: , : :............ . ' . .1i 0eIong t 1.3rriillio;nwill oe South Asian'.. Il bChinese: ..::. .. ..'.:.. ,:;:.,:


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Toronto + Vancouver

.12%19k 18%

41%

54%

10%

,


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Target Ridings - Very Ethnie504540353D252015

.1>0 1. . 5o Ukranian

20 votes


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.The Chinese Market. ri...nCaratol1es Toronto, 319,723 Ontario 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

172,449 BC 181,575


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GTA Chinese VotingChinesee.t.... .... . other factors Conser"ativevote. We have rnade significant we have Cohi rnumity.

Inp.olls.that are more than 40% Chinese, Conservative votehlsgrown 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. '


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The South Asian Market. or


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GTASouth Asian VotingAs.i.a..n< .. ... ...................... . . .............. .. has other factors Conservativevote. the nearly 350 pollsj than40%S.Quth AsianJCPC averaged 11.9% of the vote. \Neihave made significant we have made within thecot"f'1.miu nity.

Inp.olls that are more than 40% South Asian1 CPC votehasgrown 14.8% across the GTA between2004and2008. .


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Paid Media- TV, Radio, Print, Online., ..... ' '," ,'. -. '. ,.,". ..

Th'i5 ..'..... o.:...!.n..;...... T .


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Sample Ad:-:,', ' ., ' , '. > .'. ->," . ',: . - ': '. , : ' .' :' .:


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SampleScriptFor overa hundred years Indo-Canadians have worked hard to buildCanadaThings haven't always been fair for us. KomagataMaruBut the Conservatives' have always recognized our history and our Sikh in WWIIcomm'unity's sacrificeToday, the Conservatives represent our community in Parliament South Asian CaucusPrime Minister Harper's Conservatives have increased immigration PM @ Golden Temp,leand trade trom IndiaThat's because the Conservatives fight for our'valuesBelief in hard work Indo-Canadian 'Working

The DivE!rsity .....


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SampleDeployment Stations:

- A........... -.C....:.h.........:.....a..................... ::.........rl'. .........:....rl...........,.: ................. 8..........:...............1................'.. .. . . ....................A.:......................: Dig ita l, ATN AI..p:.....'.:........ ....................m:................;:.... .:........a.........................;...'..............................................A...:.................:...........:...?r......:.:........:.......................N..................::...............:...:....................B............: 4.....................:..U....:...A.............. JN" ,.:.,' ,' ," , , , " " ,. -', '. " "'" ",., ' , ' ': ',.' ... : ,' .Zee,ChiO,CHNU, CITT, Joy,Multi, Talerltvisiorl, Visiorl TV,

Costfor 30 sec spot: $200 '-ypical Shows: News, Cricket, Drama

., ..


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Production Costs

Primary Focus South Asian (English) and $25,000Mandarin

Primary Focus Re-shot-Ca

$50,000

...


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TV BuyCosts - P.re Writ

l\IIarOil.5tli. ch I l. 0 n March 2Cl (lni(lla Cricketl\4atcih)

.


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2011-03-03 breaking through - building the conservative brand in cultural communities

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