Multicultural Marketing - Selected Projects

We have conducted market, social and attitudinal research, advertising, promotional and educational activities for a range of public sector and private organisations. We have particular expertise in research, market analysis, designing, testing, implementing and reviewing advertising campaigns, developing and implementing community educational activities, designing promotional materials and educational resources, and organising community promotional events.

Our team of consultants has extensive knowledge of, and experience in conducting media, community education and information campaigns including designing and implementing strategies and developing resource materials aimed at increasing NESB awareness and positively influencing behaviour.

Selected projects conducted by EMD Multicultural Marketing and Management are outlined below.

Sydney Water

We have provided a 10 language multilingual hotline for Sydney Water in regard to the water crisis.

Department of Land and Water Conservation

We are currently undertaking a Communication Strategy Project on Water Amnesty for the Hawkesbury/Nepean Region.

 EZI Phonecard Ltd

We have undertaken direct mail and media campaign to launch the EZI Great Rate cards to five communities in Australia.

 NSW Heritage Office

We are undertaking consultation for the NSW Heritage Office with the Chinese community on the State Heritage Inventory list.

Legal Aid NSW

We have undertaken the multilingual communication campaign in 5 languages on the Domestic Violence Court Assistance Scheme for Legal Aid NSW. Components of the campaign include organising a community and media launch by the Attorney General; designing, copywriting and production of ethnic radio and newspaper advertisements and conducting bilingual community radio interviews.

NSW Lotteries

EMD Multicultural Marketing and Management is the multicultural marketing agent for Instant Scratchies. We have been involved in the provision of marketing research and promotional advice on cultural diversity issues to NSW Lotteries since 1991, when the first Instant Scratchie ticket aimed specifically at ethnic communities was launched.

We developed and are now implementing the 1997/98 Instant Scratchies ethnic marketing plan which includes designing appropriate print and radio advertisements and editorials, radio and newspaper promotions and organising promotional events. We have designed and concept tested the 1998 Year of the Tiger ticket.

We have completed both qualitative and quantitative market research projects for both the Instant Scratchies division and all NSW Lotteries games.

We also conducted market research for Powerball in the Chinese, Vietnamese and Arabic communities. This involved discovering and analysing information needs and communication requirements. We subsequently translated and typeset Powerball information brochures into five languages.

In 1996 and 1997 we managed the ethnic media liaison and coverage of the Festival of Cultures organised by Sydney Opera House and sponsored by NSW Lotteries.

Centrelink

We have undertaken the multilingual radio campaign on Carers Payment for Centrelink in 16 languages.

Department of Fair Trading

The media and promotional campaign on the Consumer Credit Code targeting ethnic and ATSI communities has won the 1997 Multicultural Marketing Award Grand Prize. Components of the campaign included pre-campaign needs research/market testing, a media launch, design, translation/typesetting and distribution of posters and brochures, design and production of radio advertisements, conducting community radio interviews, and setting up public information forums. The campaign targeted 4 ethnic communities and Aboriginal communities.

NSW Roads and Traffic Authority

In 1997 we implemented the "Run the Red, Run the Risk" radio campaign for 6 languages.

In 1996 we developed a manual containing comprehensive profiles for 20 ethnic communities in NSW to inform future RTA marketing and communication campaigns.

In the same year we conducted a Multi-lane Roundabouts Public Relations/ Information Campaign for the RTA in the Arabic, Chinese, Greek, Italian, Spanish and Vietnamese communities. This project involved the organisation of the NESB media launch, the translation, printing and distribution of brochures and posters in target group languages to key community dissemination points. A briefing session was organised to advise Road Safety Officers of the new laws. Community radio interviews and talkback/phone-ins were conducted on SBS radio in community languages, enhanced by a telephone hotline for the NESB public who had questions regarding multi-lane roundabouts.

During 1995, we conducted a communications campaign on the use of child restraints aimed at the Arabic, Chinese, Filipino and Vietnamese communities. The project included designing, translating, printing and distributing posters, brochures and banners for each community, and coordinating a successful media launch.

In 1994 EMD Multicultural Marketing and Management researched and developed three communication campaigns targeted at changing attitudes and behaviour within ethnic communities for the RTA - bicycle safety, speeding, and pedestrian awareness. We also conducted quantitative attitudinal research into 3 communities and an English control group on road safety awareness issues.

We undertook a qualitative study in 1993 to research and develop a targeted communication strategy to increase the use of child restraints for the Arabic, Italian and Vietnamese communities.

TAFE NSW

We are currently finalising the production of a Multicultural Marketing Manual for TAFE.

Translated, back-translated and typeset the Tax Time 1997 and 1996 information into 15 languages. Materials included TaxPack '97 and ‘96 information, the draft Taxpayers Charter and a Tax Help advertisement.

Designed and coordinated the 1994 Ethnic Communities’ Taxation Communication Campaign. We designed and translated posters, articles, fliers, and advertisements in 20 different languages, briefed tax officers on contacting and communicating with ethnic communities and coordinated a successful media launch.

Department of Social Security

Conducted a nation-wide evaluation of a communication strategy and developed a recommended approach. The evaluation involved interviewing 1,000 pensioners nationally as well as conducting focus groups with 100 community organisations.

National Food Authority

Contracted by the NFA to develop a nation-wide information campaign targeting food handling establishments owned and operated by non-English speaking background proprietors. Undertook research in 1995, investigating food preparation practices in NESB establishments in Sydney and Melbourne.

Optus Communications

Provided ethnic community marketing research and support services for Optus Communications throughout 1994. This support included a nation-wide series of research Projects spread across a range of ethnic communities. It also included assistance in the development of ethnic-specific marketing and advertising strategies and media monitoring across three communities.

The company also provided research into ethnic community attitudes in relation to the Optus/Telecom ballot.

NSW Health Department

EMD Multicultural Marketing and Management conducted an evaluation of a community education information program targeting six recently-arrived communities. This included in-depth qualitative interviews with 100 consumers and 40 service providers and community organisations. The evaluation investigate information needs, materials required and effective dissemination methods. Our report proposed a new service model to carry out this program.

Ethnic Affairs Commission

Organised the first national conference on female genital mutilation: ‘FGM and Australia’ at the Masonic Centre in 1996. This included designing, printing and distributing the conference brochure, designing the conference program, publicising the conference on the Internet, accepting registrations, producing speakers’ abstracts, participant and media kits, setting up venue and providing logistical support for the conference. We also successfully managed the handling of a very sensitive issue with the potential for negative media and community reactions.

Department of Employment, Education and Training

Organised a Consultative Seminar ‘Focus on the Future - New Training Directions for non-English Speaking Background People‘ for the NESB Ministerial Consultative Group on vocational Education and Training. Also produced the conference proceedings.

Investigated issues relating to Access, Participation and Outcomes for People of Aboriginal and Torres Strait Islander and Non-English Speaking Background - It's there around you, but not hitting you in the eye.... EMD carried out the non-English speaking background component in conjunction with Multicultural Education Unit and Aboriginal Development Division, TAFE NSW.

Reviewed DEET's National Training Programs in terms of Access and Equity. This project required the development of a training evaluation grid which was applied to 13 national training programs, and resulted in the development of an A&E training evaluation model which will be used by DEET in the development and evaluation of future training programs.

 Totalizator Agency Board of NSW

Conducted customer service research in 1996 into the Arabic, Chinese and Vietnamese communities for the TAB using a focus group methodology. The research investigated the information and service requirements of these communities and the final report provided recommendations to meet those requirements.

Katies

In 1996 we conducted a strategic planning workshop with Katies’ Executive management team.

Northern Sydney Area Health Service

Undertook a feasibility study to investigate establishing an expanded Bilingual Community Worker program for the Northern Sydney Area Health Service. The study involves conducting workshops, in-depth interviews with over 40 organisations, and a review and analysis of materials available on current BCW models.

Developed a service model and infrastructure proposal for a trial COAG coordinated care project. Developed the proposal in consultation with a diverse range of private, government and community stakeholders.

Austel

Undertook a quantitative survey of the effectiveness of a public campaign upon the introduction of new telephone numbers to Melbourne in May, 1995. The survey was conducted among poor English speakers across four ethnic communities using face to face bi-lingual interviews.