| Multicultural
Marketing - Our Approach
We are committed to ensuring that all research, public information and community
education campaigns and promotional activities are consistent with the client’s
overall image and corporate directions and are inclusive of the target group. Our
campaigns and promotions are shaped to take account of and be responsive to diversity of
the target populations involved.
In practice, this means designing research and subsequent campaigns that have a broad
general community appeal and appropriateness but which are also politically sensitive,
responsive to different cultural and language groups, and other relevant factors such as
different age profiles within the target population, educational levels and locational
issues (remote, rural and urban). All of these impact on how the message that is promoted.
We believe that the success of any project is contingent on:
An outcomes focus - clearly specifying what is to be achieved and
demonstrating measurable success.
A partnership approach - a commitment to working collaboratively with the
target groups.
Consistency - integration and coordination of all communication strategies and
activities into an overall approach that is consistent with the main aim.
Coordination - linking of the research with communication and promotional activities
and with the themes of the media campaign. This will also involve coordinating the overall
program with other existing and planned initiatives.
A customer focus - campaigns need to ultimately focus on the client and the product
- the message and information products need to match the client as well as take account of
the diverse target groups.
Appropriateness - designing, implementing and evaluating a range of
communication strategies and options.
Extensive Research - basing proposed communication strategies on sound quantitative
and qualitative research.
Creativity - innovation in design and approaches used - taking communication
campaigns that extra step to ensure effective campaigns with maximum reach that have an
impact.
Ongoing Refinement - concept testing approaches.
Value - cost effectiveness of approaches and value for money.
Quality - Quality assurance.
Evaluation - comprehensive ongoing evaluation of all strategies
Selected Projects
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