Parliamentary Office Calgary Southeast
House of Commons 1168-137 Ave SE
Ottawa, Ontario K1A OA6 HOUSE OF COMMONS Calgary, Alberta T2j 6T 6
Tel: 613-992-2235 Tel: (403) 225-3480
Fax: 6' 3-992- , 920 Fax: (40J) 225-3504
Email: kennej@parl.gc.ca www.jasonkenney.com
Hon. Jason Kenney, PC, MP
Calgary Southeast
Ottawa, ON
3 March 2011
Dear Linda Duncan,
1amwritingto you today on behalf of Jason Kenney, PC, MP who is presently out of the country.
Minister Kenney has instructed me to share with you tbeenclosed presentation entitled Breaking
Through - Building the Conservative Brand in Cultural COfl!munities.
1 understand Minister Kenney speke with you this we~k to seek out yeur support andfinancial
assistance. As you will see in the presentation materials, we require an additional $200,000 of financial
commitment 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
that this is a short period of time, but we would be grateful if you could reach out ta your EDA and seek
their support for this project.
Please do,not hesitate ta contact me should vou have any questions or concer~s. 1 can be reached on my
mobile at 6l3~793-1540
Sincerely,
Kasra Nejatian
Director of Multicultural Affairs
Office of the Hon. Jason Kenney, PC, MP
03/03/2011
Breaking Through
Building the Conservative Brand
Conservative Ethnie
Paiq MediaStrategy
Agenda
• Diversity - The New Reality
• Casé Study - Chinese and South Asian
Communities
". The Ads
• The Proposai
1
03/03/2011 .
The New RealitySnap Shot
• By 2017 about half of the 7.1 million people
living in GTA will belong toa visi·bJeminority
• 1.3 million will be South Asian.
• 900,000 will be Chinese
If GTA South Asians were ta form a
city, it would be the third largest city
in the country.
Toronto +. Va'ncouver
• 54% of Toronto'spopulation has a Diverse
Ethnie Origin, followedby
• 41% of Vaneo~ver's population
54%
Canada Toronto. Vancouver Calgary Edmonton Montreal
i~l~f~~~'l~:~{~~QIJi~:;;~t}
2
03/03/2011
Target Ridings - Very Ethnie
50 - , - - - - - , - - - - - - - - - - - - - - - - c - - -
45
40
35
30
25
20 • South Asian
15
10 +--.-- - - -...:-..ij!Jl- - - - 1_ _- ___
• Chinese
5 • Jewish
O-+-IL--=-.r--=-r----r-"-.....---.-....---,....--,-
amI Ukranian
20 vot~s
Take Away
There Are Lots of Ethnie Voters
There Will be Quite a Few More Saon
They Live Where We Need ta Win
. - ",".' . " ~. '-. ..
-'" ,."--
·c:~~.~;~§~ii~~,,;,·
3
03/03/2011
The Chinese Market
People ~ho Spèak Cantonese ·or Mandarin
Calgary
Edmonton
Total: Total: 680,917
Mandarin'
Calgary 23,024 Alberta 40,202
Edmo.nton 15,083
Total: 381,918 Total: 429,953
GTA Chinese Voting
• CPC vate} in bath 416 and 905 carrelates negatively with
.Chinese ethnicity. .
·0 The negative -relationship is stronger in the 90S} mainly
because the 416 has other factors that drag down th-e
Conservative vote.
• Wehave made significant we have madewithin the
cammunity. .
• ln poils thatare marethan 40%Chinese J Canservative vote
has grawn 8.5% across the GTA between 2004 and 2008.
• ln the 416 these polis grew fram 17.9% in 2004 ta 22~0% in
2006 ta 25.1%. In the 905 these polls·grew fram 23.1% in 0
2004 to 28.8% in 2006 ta 33.3% in 2008. .
4
03/03/2011
The South AsianMarket
People who Speak Punjabi or Hindi
l;~:qQJ~~F;L:;, Toronto 173,470 Ontario 201 ;720
Vancouver 137,415 BC 184,590
Calgary 25,560 Alberta 44,480
Edmonton 17,370
Total: 358,815 Total: 430,790
Toronto 151,935 Ontario 179,48~
Vancouver 62,440 BC 70,120
Calgary 14,595 Alberta 28,800
Edmonton 12,545
Total: 241,515 Total: 278,400
GTA South Asian Voting
• . CPC vote} in ;the GTA} correlates negatively with South
Asian ethnicity.
• The . negative relationship is stronger ln the 90S} mainly
because the 416 has other factors that.drag down the
Conservative vote. .
• ln 2004} in the nearly 350 polisi that weremore than
40%. South Asian} CPC averaged 11.9% of the vote.
• We have made significant VIe have made within the
community.
e· ln polis that are more than 40% South Asian CPC vote l
has grown 14.8% across the 'GTA between 2004 and
,2008.
5
03/03/2011
Take Away
Data Proves Hunch: We Are Losing
We Are Losing Less Badly Now
Need ta Positively Brand cpe in Target
Communities
Paid Media - TV, Radio, Print, Online
• This Presentation ta Focus. only on TV
• Pri·nt} and Online canbe done chea"ply and
quickly
• TV Language can be adopted to Radiaeasily
6
03/03/2011
Web -Sample
Web Breakout
Community www address Monthly Cost Impressions
Sing T ao/Chine~e WW\N.ccue.ca $ 1,000 80000
PostlMultiAsian WW\N.asianpost.com $ 1,,300 600000
Voice/Punjabi/English www.weeklyvoice.com $ 350
My bindi/S Asian www.mybindi,com $ 1,000
Industry Average for a click thru on a web ad is 0.35%
$ 3,650
11
. . . ~
:.:.. ,', -"" <'<.' .'. .':' '.< '.. '.' ~ <.<.: . '- :'.. '.~ . " : .
.
'. .' , - .' ... ....
' ' . .'. ,'. - ,', .: .. :'. ' ';' :: ", :.', '~'. ,; -.' '. -: .' ' . ..' .', , .' . - : .
·BuilâiOg the Conserva;~ii~e:arand
Conservative Ethnie
Paid Media Strategy
\l!!t
e· e .e
The New Rea.litySnap-Shot
• By.. '. ,2.0..•. .·.•,1·.•·.•".•. 7.•·. ,.':.• ,·. •,.•.a• .·,•,. • .,•·.,·.0.•. . •,·. ·.•·•. •.:,·•.0•·. ,•.,.• ,.·'• .•·.•,.i·•,. U•. .'·•.,·.• ~.•,:..•t,.• .:·• . •. •,. a
." ' ' .......................•........•....•...........•' ,.:
.• ~•. /I~i·Of ·t.he.~.· .• ,•·.::.,•,.•1•. •. ,•. •. :•.,•.·,• •,·.•:.•,•,.' .m
,n.• ,:.••,.• ·.
:..........
,•;.:•,.•:', •.,·•. •. ,·i.•·.,.• •I,.'.,• .I.,•:.i.,.•.•'.0.•,•·. •,·. • ·.• .• . •'.,•.·n•.,•. •:. •.· .•·:.•,.•p,'.•,.• •. e·.•.,' .• o p.,1 e
,·/:>,··:···.. · .:· ·.· .••.·>.i.·.··..·.'.'.·.·. :··:·.: , : :............ .'. .
1iving»inQl~;.~ill 0e Ion g t oa~i>si,l:.tl>'rrlinority
• 1.3rriillio;nwill oe South Asian'.
.• ··9.ID,Q:;.i~l~.I:.wi Il bè Chi nese
:· ..::.·•.•·.•· .•.·'.·:.•. ,:;:.,:<·· . . ,·; . "<;1,,.•:::.,',•. ::..;' •. ',('. (;';.::'.."
Toronto + Vancouver
~:: ,<,' ......:.:.:.-:..:,:.:::.':. .<.', . ., >,': ':' ,', " --:,:. >. .:'. :.. . :. ,
• ~~~;~f~~ ~~la~~~~~rs~
Et.•·.h·.n· i c.· · ·.·• ()r.,igl;r1;.<foll 0 W~ dby
<, ',,' ", .'
• 4ll>.~f'~~n,co~v~rJs pop·~lati .
54%
41%
19°k 18%
.12%
10%
Canada Toronto Vancouver . Calgary Edmonton Montreal
..., ~·t@·I1!·$~1
Target Ridings - Very Ethnie
50
45
40
35
3D
25
20
15
.1>0 1····. •. • • !~.. ·
5
o Ukranian
20 votes
>~rl;Q·g§aJ
.The Chinese Market
. Pe.o·.@.leiV#i.Rê)·ii$~~~i~.~;~~r1to n.es.~~~:r<lVlta.r'âa·•·ri.. n
Caratol1esè Toronto, 319, 723 O·nta·rio 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
pi,,~r~'ty
GTA Chinese Voting
Chi nesee.t..• f"lni~J~y. .... .
becaLJise~~e41Shas other factors thal~rêlgâqwnthe
Conser"ativevote.
• We have rn ade significant we have ma~~\l\fi~hinthe'
Cohi rnumity.
• Inp.olls.that are more than 40% Chinese, Conservative vote
hélsgrown 8.5% across the GTA between 2004 and 2008.
• ln the.416 these polis grew from 17.9% in 2004 ta 22.0% in
20Q6to 25.1%. In the 905 these polis grew trom 23.1% in
2004to 28.8% in 2006 to 33.3% in 2008. '
[)i~~rsity ······R~~p~~al
The South Asian Market
Pêc>~;I'eCilih\~;:$peâkP.Urlii:1~j··.• or<Hi.n di
Punjabi Toronto
Vancouver ,137,415 BC 184,590
Calgary 25,560 Albe:rta 44,480
Edmonton 17,370
Total: .358,815 Total: 430,790
Hindi 1 Toronto 151 ,93:5 ,Ontario 1'79,480
.piV@~$i~V ~!rge()~al .
r"",I~"'IjIq .• "l0 on"
GTASouth Asian Voting
As.i.a.··.n<.•.·.et~ . ~• i~i~~ .• •. • .·• •. • .•.• . • .• •. •. . . . . ... • • . • .• . •.
b~ÇèUS~ii~.~~i . ~.16 has other factors t~atâ.rag.d(.l""nthe
Conservative·vote.
• [n~094Jir1 the nearly 350 pollsj that.",,~remore than·
40%S.Quth Asian J CPC averaged 11.9% of the vote.
• \Nei·have made significant we have made within the
cot"f'1.miu nity.
• Inp.olls that are more than 40% South Asian1 CPC vote
hasgrown 14.8% across the GTA between2004a nd
2008.
[)i\f~.• ~$J~~. ~,,(;)p(;)$~J
Paid Media- TV, Radio, Print, Online
., ..... ' '," ,'. -. ' . , . , " . ..
• Th'i 5 .Pres~rn~~;~it;ê)~r)ité/iFoc.t;I~:};o;;~'I'Y.·•.'• .• •.
. '.~'. •. . .•. . . . . . :-, :.. ••.. •.•. . . . •. < ..'.:.....•.•.•..... ...••.. . ." .•. .. ' . .........•.•..........••....- '., \
o .:·
.•.•. !.n.·•.;·.·•·. .•·.• T.<
'.::.-:.~', . .• . :. ,'. '..•. . '.:'-',' ,.'<.,: .-." -",'. -.' .
.•
< . :":., , '.'
VI
qiui·.·CZ;ikl·y
• T\I Language czan be adopted to Racrlioeasily
;1f)!M~·~~i,~! ,··/····~g~g;p~~~f '.
Sample Ad
:-:,', '.,' , '. > .'. ->," . ',: ~ . -':'. ,: '.' :' .:<' '..'..:.. . ,:. '-: .:".:' ',", :':.'" ,".: '.- ':"; .
• Each IA,.dB,·•.•. e.'i g.•. •. ,·.• i.n.>./s,;iw.•·.•··.iitih··········N a..·.r.(at. a.• .• .• .·•r•,,·•. (.:'••.s,.· i.•·.s,·•.'i,.•t.,• • ,·i ng,.·.··.•·ona'
. ',' .;. ' .', ' , ' - ... , ...... , ..
·.,t},·
•·. ,. ' .·.t.·
•..
chair
• The;l\Ja,rrgtor(s) say(s) .the fi rsf;rliFJe "f;the ad,
thenflitks on aprajector
• Aa\cuts ta pictures with Vaice Over
.• Adcomes back taN·arratar(s} sitting next ta
family member saying the last line
p.i!~~$J~M .··QÎ.$~;;~til.(jI;r.·;,·;; ·········JlfQPQ$éll
SampleScript
For overa hundred years Indo-Canadians have worked hard to build
Canada
Things haven't always been fair for us. KomagataMaru
But the Conservatives' have always recognized our history and our Sikh in WWII
comm'unity's sacrifice
Today, the Conservatives represent our community in Parliament South Asian Caucus
Prime Minister Harper's Conservatives have increased immigration PM @ Golden Temp,le
and trade trom India
That's because the Conservatives fight for our'values
Belief in h·ard work Indo-Canadian 'Working
The DivE!rsity CflJ$~~t.....~y
SampleDeployment
• Stations:
- -.C.·•. .:..h• ·•·:.• a
A.·
. .•. . .•. A . •. '·•.• .• ·. • . • <~V.··· Digita l, AT N AI.·.p:•.·'•:.·~• . •·. ••. a
.• ·.•··•. :•. r l'.· .•·:.•r.•.•,.·:•.l. •. 8.•. •:.•. •.1
.•.•.•.•..•••........••.....•..•.
.: · : .•·· .• •. .•;.'. • . •. ·.• ·.A·.•:··.• .:.• •. •.:.•?.• :.• :.·• r.·•. • .·N.•.·•.•.•::.•. .:•.:.•·.• .• .•.B.•.·•.: 4.·.• .··.•. .·.•:·.• U.• ·. A.• .•..·.·. JN
" ,.:.,',',"
,','
m
...............••. ; :.•.•.•.·
:·.:·.•.•.•...•.•.
':',.' . . .
, ,,""
: ,'.
,. -', '. " "'" ",.
J•.. ·. · >·:.·.•.
<.•.•.
Zee,ChiO,CHNU, CITT, Joy, Fair~rn··jlq,Ç)mJlit~naw
Multi, Talerltvisiorl, Visiorl TV, Z~~
• Averq;gt~ Costfor 30 sec spot: $200
• '-ypical Shows: News, Cricket, Drama
• • •E:)i~~r$i~1 ,ç~I~;.~'~·dl; ., .
Production Costs
Primary Focus Group~ South Asian (English) and $25,000 $50,000
Mandarin
Primary Focus Re-shot-Ca
. Qi~~f~'~'l .·.§~;§!ea~~~;~:J.···.·:·······
TV BuyCosts - P.re Writ
·l\IIarçOil.5tl·············i.
• ()fficiaIJ/~alln ch Il. 0 n March 2Cl (lni(lla Cricket
l\4atcih)
.• ~;;~~~~i~y
~
<
OJ
c
-<
n'
o
(J)
,..-t
(J)
1
-c
...,
rD
.~
...,
-e
,..-t
. Sources of Funding
. ...,' .
• JTK. D,'..e., d
.,: :,i,'c".•,.•.• .•'•,.,.•a.:,,'.",.,'• ,." '..•. e.•.,,'.•.·"d,. •":,. • .,' :.' •.,•.
t ,',
•.•. •.,·., . •. C,.2,.:.,
:.• .• ,•.,." .•'.• .• .• .,•.••...•."•.
p ,.,•.•.•..•.••.
. '.,, :b
..:'.•.•.:..,••
• '.....
~
. .• .,• .•. .•, .,•'.,'., .•,.•,'.,. •,.•. ,•.,.•,. . •.'.,. •. .: ,. ,.• . ••.:u,'
'. '
.•,•:.:•,.' .•·",' .•,'. '"•,. ;:•.'•,,. .• .,·•.n
• • •• ~ J
'..•,â.,iiréliSihg, IQ.• Pql~
:.,• ,'.,•.,•.•'.•.:•, .
$125,000
• ca.l. g.•·.•. y.·', .,': ·. ,,··:8.•.•..•,'.· .·•·. •.0,.: ."•. I.Jt.,.• .•,.n". . •,.', ,.•,".•,.·,e",•. .· ".•. S.•,.• .t,',.•,:.'•:.·,•.·,..,• ,. '.·•c.·.•\Qm mi~ ment
·.•.•.
.,'.•...a ,·.'·.,.·.f
,.'•.·'..,..
,
,
a,.·,.·
.•.·••...,.•.
':
$··.·.. .·50,000
• FundsAlreadyAvailable .$ 115,()OO
·Suppl,CJrtSOught f~om Otner EDAs $2€J8 (JOO
• TotalPotëntia.1 Campaign $318,000
ql~~~$i·~r.··.·.• '
."::xJ "I~ ::xl
. ·DJ..· .·.· - o OJ
C-
·_a
c: a. -a
Q. .., 0
-..e 1.a:J
...,'
Q'
(1» c:
C&)/.<
'0. ··N·.··········.·.··.·············.···' < ,
. en
E .···"-C)··· ·.n
n
,...-t- :.•. . .~:. . . .
:::3 (.l) .;0
::l •."i[
o
_a
([) '., (1)'" tu
:J a.. ... C.
• • ~ -e
o
-a
-iJ). c: ~.
"-
~ 3 0)
O· 1
o 0- .'ln
'0 C-m Vl
o :$ ~. tu
-C
..,
rD
••••••:.::.. •.~;I.· · · · ;
).. t f) 3
ii··.··.. i.'.·i. -C
'&J'
~.
, m'
lilt
--
rD
Web - Sample
Web Breakout
80000
www.asianpost.com 600000
\!dice/Pühjtlipill3nglish Iwww.weeklyvoice.com $ 350
www.mvbin·di.com. $ 1;000
Industryj.\yeragefor a click thru on a web ad is 0.35%
3',650
l4)i,,-e~§i~y ~~~~cÎ,t~~i""~~i.,
t}
.~.
