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Breaking Through - Building the Conservative Brand in Cultural Communities

Breaking Through - Building the Conservative Brand in Cultural Communities

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Parliamentary Office

House of Commons
Ottawa, Ontario K1A OA6
Tel: 613-992-2235
Fax: 6' 3-992- , 920
Email: kennej@parl.gc.ca
Ottawa, ON
3 March 2011
Dear Linda Duncan,
HOUSE OF COMMONS
Hon. Jason Kenney, PC, MP
Calgary Southeast
Calgary Southeast
1168-137 Ave SE
Calgary, Alberta T2j 6T6
Tel: (403) 225-3480
Fax: (40J) 225-3504
www.jasonkenney.com
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.
1understand Minister Kenney speke with you this 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   1 can be reached on my
mobile at
Sincerely,
Kasra Nejatian
Director of Multicultural Affairs
Office of the Hon. Jason Kenney, PC, MP
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
03/03/2011
1
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 population
54%
Canada Toronto. Vancouver Calgary Edmonton Montreal
   
03/03/2011 .
2
Target Ridings - Very Ethnie
03/03/2011
20
50 -,-----,----------------c---
45
40
35
30
25
20
15
10 +--.-- - - -...:-..ij!Jl- - --1__- ___
5
O-+-IL--=-.r--=-r----r-"-.....---.-....---,....--,-
Take Away
There Are Lots of Ethnie Voters
• South Asian
• Chinese
• Jewish
amI Ukranian
There Will be Quite a Few More Saon
They Live Where We Need ta Win
. - ",".' . "   '-. ..-'" ,."--
 
3
The Chinese Market
People ~ h o Spèak Cantonese ·or Mandarin
03/03/2011
Calgary
Edmonton
Total: Total: 680,917
Mandarin'
Calgary
Edmo.nton
Total:
23,024 Alberta
15,083
381,918 Total:
40,202
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 2 2 ~   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
The South AsianMarket
People who Speak Punjabi or Hindi
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  
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
l
CPC vote
has grown 14.8% across the 'GTA between 2004 and
,2008.
03/03/2011
5
Take Away
Data Proves Hunch: We Are Losing
We Are Losing Less Badly Now
Need ta Positively Brand cpe in Target
Communities
03/03/2011
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
Web -Sample
Web Breakout
Community www address Monthly Cost Impressions
Sing T   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
03/03/2011
11
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·BuilâiOg the
Conservative Ethnie
Paid Media Strategy
e· e .e
The New Rea.litySnap-Shot
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1i 0eIong t  
• 1.3rriillio;nwill oe South Asian'.
.•   Il bèChi nese
:· ..::.·•.•·.• ··.•.·'.·:.•. ,:;:.,:<·· ... ,·; .. "<;1,,.•:::.,',•... ::.. ;' •. ',('.. (;';.::'.."
Toronto + Vancouver
.12%
19°k 18%
41%
54%
10%
,<,' ......:..:.:.-:..:,:.:::.':...<.',...,>,': ':' ,', " --:,:. >. .:'..:.... :. ,

Et.•·.h·.n··iic.·····.·•••()r.,igl;r1;.<foll 0 dby
<, ',,' ", .'
• .
Canada Toronto Vancouver . Calgary Edmonton Montreal
...,
 
Target Ridings - Very Ethnie
50
45
40
35
3D
25
20
15
.1>0 1····. •. • •     ·
5
o
Ukranian
20 votes

.The Chinese Market
.   ••·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
GTA Chinese Voting
Chi nesee.t...•. .... .
other factors
Conser"ativevote.
• We have rn
ade
significant we have  
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. '


The South Asian Market
.• or<Hi.ndi
Punjabi Toronto
Hindi

Vancouver
Calgary
Edmonton
Total:
1 Toronto
      .•
,137,415 BC
25,560 Albe:rta
17,370
.358,815 Total:
151 ,93:5 ,Ontario
184,590
44,480
430,790
1'79,480
..
"l0 on"
GTASouth Asian Voting
As.i.a.··.n<.•. ... ••• .•••.•••..·••••.•••.•..••....••.•.••.••.•...... . . .......•••••..•••.•...•.
.. has other factors
Conservative· vote.
• the nearly 350 pollsj 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.miunity.
• Inp.olls that are more than 40% South Asian
1
CPC vote
hasgrown 14.8% across the GTA between2004and
2008.
.••    
Paid Media- TV, Radio, Print, Online
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qiui·.·CZ;ikl·y
• T\I Language czan be adopted to Racrlioeasily

'.
Sample Ad
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family member saying the last line
 
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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
  f l J ~ ~ t .....~ y
SampleDeployment
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