PROMOTIONAL STRATEGY
A step by step guide for promoting services to people from culturally and linguistically diverse communities
Prepared by Migrant Information Centre (Eastern Melbourne) in cooperation with the MIC Health and Aged Care Working Group and the Migrant Communities Advisory Group
August 2000
A.B.N. 27 084 251 669
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Framework for a Promotional Strategy
Identify the culturally and linguistically diverse communities in your catchment area
Identify how your service can be seen to be relevant to culturally and linguistically diverse communities
Identify gaps between your current service delivery and the cultural needs of people from culturally and linguistically diverse communities (e.g. undertake a cultural audit)
Identify the current useage of your services by people from culturally and linguistically diverse backgrounds
Identify culturally and linguistically diverse …show more content…
communities with low useage rates
Hold a focus group with communities with low and high useage rates to identify what they value about your service and how they heard about your service
Develop an action plan to address gaps between your current services and the needs identified through focus groups and the cultural audit
Choose appropriate mechanisms for promoting services to culturally and linguistically diverse communities (see attachment 1)
Implement promotional activities
Monitor useage rates by people from targeted culturally and linguistically diverse communities
Identify the culturally and linguistically diverse communities in your catchment area
MIC can supply demographic data by 1996 census collection districts as well as local government areas and settlement since 1996 based on Department of Immigration and Multicultural Affairs settlement database
Identify how your service can be seen to be relevant to culturally and linguistically diverse communities
MIC can assist services to identify the cultural needs of culturally and linguistically diverse communities through talking with your staff, arranging meetings between your staff and community leaders and referring staff to relevant literature
Identify gaps between your current service delivery and the cultural needs of the communities (e.g. undertake a cultural audit)
MIC staff can assist in undertaking a cultural audit e.g. through providing a framework, undertaking the audit in conjunction with your staff or referring to other agencies who could assist you
Identify the current useage of your services by people from culturally and linguistically diverse backgrounds
Examine current useage figures from client records
Identify culturally and linguistically diverse communities with low useage rates
Compare useage to demographic data
Hold a focus group with communities with low and high useage rates to identify what they value about your service and how they heard about your service
MIC can assist through facilitating focus groups, assisting your agency to develop focus group formats or referring you to individuals who can assist
Develop an action plan to address gaps between your current services and the needs identified through focus groups and the cultural audit
MIC can assist through, for example, facilitating discussions or reviewing your action plans
Identify mechanisms to promote your service to culturally and linguistically diverse communities based on MIC Promotional Strategy
For example, ethnic press, meeting with community leaders, written information, information forums, etc. (See attachment 1)
Implement promotional activities
Monitor useage rates by targeted migrant communities
Informing People from Culturally and Linguistically Diverse Communities of your service
Ways of informing communities of your services include:
• Translated brochures, flyers and pamphlets using simple, concise language
• Ethnic radio programs including talk back radio programs
• Ethnic newspapers
• Community and social club newsletters
• Promotion through community and religious leaders and places of worship
• Information provided to bilingual GPs and language teachers who can then advise and refer their clients
• Information forums targeted at specific communities using bilingual staff and professional interpreters
• Service providers visiting clubs, English classes and group meetings to highlight and talk about their services and how they can help people – professional interpreters should be used where necessary
• Promotion stalls at forums and community festivals
• Inviting community leaders to your service, to launches of new services, etc.
Choosing the best mechanism for service promotion
To choose the most appropriate mechanisms for promoting services, agencies need to have knowledge of the communities they are trying to reach and their access to information through ethnic media.
For example, many elderly Armenian people in the Eastern Region speak Turkish so they do not listen to the Armenian radio program. A number of Chinese people have stated that they cannot listen to their radio program because it is broadcast at an inconvenient time. Therefore you can reach a wider audience through Chinese newspapers. A third example is the Greek community that has well developed radio coverage and television through channel 31.
In choosing the medium for a particular community the MIC can assist you in choosing the medium that will maximise your services’ exposure. The assistance could be in the form of providing you with information on the most popular medium or introducing you to community leaders, etc.
See Attachment 2 for contact details of ethnic
media.
Language |Press |Phone |Fax |Radio[1] |Phone |Fax |TV |Phone |Fax | |Afghan | | | | | | | | | | |Arabic |El Telegraph |9387 1590 |9387 9199 |3CR |9419 8377 | |Ch 31 |9663 5831 |9663 8465 | |Arabic |An Nahar |9383 7422 |9383 7399 |SBS |9949 2121 |9949 2120 |SBS |9949 2473 |9949 2473 | |Arabic |Al Bairak | | |3ZZZ |9415 1930 |9417 1675 | | | | |Cambodian | | | |SBS |9949 2121 |9949 2120 | | | | |Chinese |Aust Chinese Age |9663 8181 |9663 3696 |2AC | |9654 1118 |Ch 31 |9663 5831 |9663 8465 | |Chinese |Melb Chinese Post |9663 8455 |9663 8209 |3ZZZ |9415 1930 |9417 1675 |SBS |9949 2473 |9949 2473 | |Chinese |The Tide |9329 8686 |9329 5088 |SBS |9949 2121 |9949 2120 | | | | |Chinese |Chinese Australian |9663.1833 |9663 1033 |3AW |9696 1278 |9690 0630 | | | | |Chinese |Chinese Commercial Weekly |9480 1919 |9480 1919 |3CW 1341am |9326 8002 |9329 9243 | | | | |Chinese |Aust Chinese Daily |9663 8045 |9639 2645 |3SER 97.7fm |9796.7977 |9796.7745 | | | | |Chinese |Pacific Times |9639 2825 |9639 2825 | | | | | | | |Chinese |Melb Asian News |9663.2855 |9663.2877 | | | | | | | |Chinese |21st Century Chinese News |9639 3429 |9639.0857 | | | | | | | |Chinese |Asian Multimedia |9897 3663 |9897 3633 | | | | | | | |Chinese |Chinese Herald |9416 3888 |9416 2079 | | | | | | | |Chinese |The Independence Daily |(02)9283 2722 |(02)9283 5233 | | | | | | | |Croatian |Croatian Herald |9521 3366 |9482 2830 |3ZZZ |9415 1930 |9417 1675 |Ch 31 |9663 5831 |9663 8465 | |Croatian |Spremnost Croatian Weekly |(02)9150 4074 |(02)9150 4074 |SBS |9949 2121 |9949 2120 | | | | |Dari | | | |SBS |9949 2121 |9949 2120 | | | | |Dutch |The Dutch Courier |9752 5953 |9754 7242 |3ZZZ |9415 1930 |9417 1675 | | | | |Dutch |The Dutch Weekly |9439 0755 |9439 0733 |SBS |9949 2121 |9949 2120 | | | | |Filipino |Philippine Times |9689 2855 | |3ZZZ |9415 1930 |9417 1675 |SBS |9949 2473 |9949 2473 | |Filipino | | | |SBS |9949 2121 |9949 2120 | | | | |French |Le Courier Australien |(02)45771 0836 |(02) 4577 6726 |SBS |9949 2121 |9949 2120 |Ch 31 |9663 5831 |9663 8465 | |French | | | | | | |SBS |9949 2473 |9949 2473 | |German |Neue Helmat und Well |9521 3366 | |3ZZZ |9415 1930 |9417 1675 |SBS |9949 2473 |9949 2473 | |German |Die Woche |(02) 9707 4999 |(02) 9708 6025 |SBS |9949 2121 |9949 2120 | | | | |Greek | | | |3XY |9495 1422 |9495 1424 |Mega | | | |Greek |Ta Nea (The News) |9495 1422 |9495 1422 |3AB |9347 8111 |9347 8969 |Ch 31 |9663 5831 |9663 8465 | |Greek |Greek Times |9482 4433 |9482 2962 | | | | | | | |Greek |Melbourne |9481 7800 |9481 7800 | | | | | | | |Greek |Greek Herald |9486 9522 |9486 9858 | | | | | | | |Hungarian |Hungarian Life |9521 3366 |9521 3436 |3ZZZ |9415 1930 |9417 1675 | | | | |Hungarian | | | |SBS |9949 2121 |9949 2120 | | | | |Indonesian |Warta Berilia Aquilla |(02) 95608510 |(02)9560 8510 |3ZZZ |9415 1930 |9417 1675 |SBS |9949 2473 |9949 2473 | |Indonesian | | | |SBS |9949 2121 |9949 2120 | | | | |Language |Press |Phone |Fax |Radio[2] |Phone |Fax |TV |Phone |Fax | |Italian |II Globo |9481 0666 |9486 1412 |Rete Italia |9481 0666 |9486 1412 |Ch 31 |9663 5831 |9663 8465 | |Italian | | | | | | |SBS |9949 2473 |9949 2473 | |Macedonian |Aust Macedonian Weekly |9471 3960 |9471 3961 |3ZZZ |9415 1930 |9417 1675 |Ch 31 |9663 5831 |9663 8465 | |Macedonian |Today denes |9404 2990 |9404 2990 |SBS |9949 2121 |9949 2120 | | | | |Macedonian |Macedonian Weekly Herald |5781 1999 |5781 0045 | | | | | | | |Maltese |Maltese Herald |9637 9992 |9682 1923 |3ZZZ |9415 1930 |9417 1675 | | | | |Maltese | | | |SBS |9949 2121 |9949 2120 | | | | |Persian/Farsi |Golbang (published monthly) |9894 2644 | |SBS |9949 2121 |9949 2120 | | | | |Persian/Farsi |Golchin (published monthly) |9464 2228 |9464 2229 | | | | | | | |Polish |Polish Weekly |9362 0128 |9362 0108 |3ZZZ |9415 1930 |9417 1675 |Ch 31 |9663 5831 |9663 8465 | |Polish |Kurier Zachodni |9753 4035 | |SBS |9949 2121 |9949 2120 | | | | |Portugese |Portugese Noticlas |(02) 9680 7877 |9680 8602 |3ZZZ |9415 1930 |9417 1675 | | | | |Portugese |O Portugese Na Australia |(02) 95685911 |9560 6044 |SBS |9949 2121 |9949 2120 | | | | |Russian |Unification |9521 3366 |9521 3436 |3ZZZ |9415 1930 |9417 1675 |Ch 31 |9663 5831 |9663 8465 | |Russian |Horizon |9369 4122 |9387 1461 |SBS |9949 2121 |9949 2120 |SBS |9949 2473 |9949 2473 | |Russian |Panorama |9578 0598 |9578 0598 | | | | | | | |Serbian |World Serbian Voice |9521 3366 |9521 3436 |3ZZZ |9415 1930 |9417 1675 |Ch 31 |9663 5831 |9663 8465 | |Serbian |Novosti |9486 9522 |9486 9858 |SBS |9949 2121 |9949 2120 | | | | |Serbian |Vesti |9662 8555 |9662 8755 | | | | | | | |Spanish |Extra Informativo |(02) 9755 7938 |(02)9727 7102 |3ZZZ |9415 1930 |9417 1675 |SBS |9949 2473 |9949 2473 | |Spanish |Spanish Herald |9486 9522 |9486 9858 |SBS |9949 2121 |9949 2120 | | | | |Spanish |El Espanol |(02) 9585 9669 | | | | | | | | |Tamil |Eelamurasu |9457 6347 |9408 7303 |SBS |9685 2525 |9685 2519 |Ch 31 | | | |Tamil |Uthayam |9561 0242 |9561 0242 |3CR |9419 8377 |9417 4472 | | | | |Tamil | | | |3MDR |9713 1861 | | | | | | | | | | |9754 3390 | | | | | |Tamil | | | |3ZZZ |9415 1928 |9415 1818 | | | | |Turkish |Turkish Report |9464 7782 | 9464 7783 |3ZZZ |9415 1928 |9415 1818 |Ch 31 |9663 5831 |9663 5931 | |Turkish |Yeni Valan |(02) 9646 3039 |(02) 9643 2361 |SBS |9685 2525 |9685 2519 | | | | |Turkish |Zaman |9309 6168 |9309 7225 | | | | | | | |Vietnamese |TiVi Tuan San |9417 1292 |9417 0655 |PBS |9534 1067 |9534 5765 |Ch 31 |9663 5831 |9663 5931 | |Language |Press |Phone |Fax |Radio[3] |Phone |Fax |TV |Phone |Fax | |Vietnamese |Human rights |9419 6793 |9419 6793 |3ZZZ |9415 1928 |9415 1818 | | | | |Vietnamese |Viet Luan |9521 3366 |9521 3436 | | | | | | | |Vietnamese |Dan Viet |(02) 9892 4441 |(02)9726 5356 | | | | | | | |Vietnamese |Chieu Duong |(02) 9725 6444 |9725 6446 | | | | | | | |Vietnamese |TiVi Victoria |9795 2811 |9795 2944 | | | | | | | |Vietnamese |Thuong Nghiep Tuan Bao -Vietnamese golden guide Weekly |9421 0655 |9421 0881 | | | | | | | |
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[1] Check radio guides e.g. the Green Guide for times and days for language programs
[2] Check radio guides e.g. the Green Guide for times and days for language programs
[3] Check radio guides e.g. the Green Guide for times and days for language programs