Parliamentary OfficeHouse of Commons

Ottawa, Ontario K1A OA6Tel: 613-992-2235Fax: 6' 3-992- , 920

Email: kennej@parl.gc.ca

Ottawa, ON

3 March 2011

Dear Linda Duncan,

HOUSE OF COMMONS

Hon. Jason Kenney, PC, MPCalgary Southeast

Calgary Southeast1168-137 Ave SE

Calgary, Alberta T2j 6T6Tel: (403) 225-3480Fax: (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 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

Breaking Through

Building the Conservative Brand

Conservative Ethnie

Paiq MediaStrategy

Agenda

• Diversity - The New Reality

• Casé Study - Chinese and South AsianCommunities

". 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 acity, it would be the third largest city

in the country.

Toronto +. Va'ncouver

• 54% of Toronto'spopulation has a DiverseEthnie Origin, followedby

• 41% of Vaneo~ver'spopulation54%

Canada Toronto. Vancouver Calgary Edmonton Montreal

i~l~f~~~'l~:~{~~QIJi~:;;~t}

03/03/2011 .

2

Target Ridings - Very Ethnie

03/03/2011

20 vot~s

50 -,-----,----------------c---4540353025201510 +--.-- - - -...:-..ij!Jl- - --1__- ___

5O-+-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

. - ",".' . " ~. '-. ..-'" ,."--

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3

The Chinese Market

People ~ho 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} mainlybecause the 416 has other factors that drag down th-eConservative vote.

• Wehave made significant we have madewithin thecammunity. .

• ln poils thatare marethan 40%ChineseJ Canservative votehas grawn 8.5% across the GTA between 2004 and 2008.

• ln the 416 these polis grew fram 17.9% in 2004 ta 22~0% in2006 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 AsianMarketPeople 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 SouthAsian ethnicity.

• The ...negative relationship is stronger ln the 90S} mainlybecause the 416 has other factors that.drag down theConservative vote. .

• ln 2004} in the nearly 350 polisi that weremore than40%. South Asian} CPC averaged 11.9% of the vote.

• We have made significant VIe have made within thecommunity.

e· ln polis that are more than 40% South Asianl CPC votehas 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 andquickly

• TV Language can be adopted to Radiaeasily

6

Web -Sample

Web Breakout

Community www address Monthly Cost Impressions

Sing Tao/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

03/03/2011

11

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Conservative Ethnie

Paid Media Strategy

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The New Rea.litySnap-Shot

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1iving»inQl~;.~ill 0eIong t oa~i>si,l:.tl>'rrlinority

• 1.3rriillio;nwill oe South Asian'.

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Toronto + Vancouver

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19°k 18%

41%

54%

10%

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• 4ll>.~f'~~n,co~v~rJs pop·~lati .

Canada Toronto Vancouver . Calgary Edmonton Montreal

..., ~·t@·I1!·$~1

Target Ridings - Very Ethnie504540353D252015

.1>0 1····. •. • • !~.. ·5o

Ukranian

20 votes

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.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

pi,,~r~'ty

172,449 BC 181,575

GTA Chinese Voting

Chinesee.t...•. f"lni~J~y. .... .

becaLJise~~e41Shas other factors thal~rêlgâqwntheConser"ativevote.

• We have rnade 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% in20Q6to 25.1%. In the 905 these polis grew trom 23.1% in2004to 28.8% in 2006 to 33.3% in 2008. '

[)i~~rsity ······R~~p~~al

The South Asian MarketPêc>~;I'eCilih\~;:$peâkP.Urlii:1~j··.• or<Hi.ndi

Punjabi Toronto

Hindi

.piV@~$i~V

Vancouver

Calgary

Edmonton

Total:

1 Toronto

r"",I~"'IjIq .•

,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

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GTASouth Asian Voting

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b~ÇèUS~ii~.~~i ..~.16 has other factors t~atâ.rag.d(.l""ntheConservative·vote.

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• \Nei·have made significant we have made within thecot"f'1.miu nity.

• Inp.olls that are more than 40% South Asian1 CPC votehasgrown 14.8% across the GTA between2004and2008.

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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

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