City of Ryde – CALD Engagement and Media Buy

National Fetal Alcohol Spectrum Disorder Strategic Action Plan

Project Brief:

The City of Ryde planned to build new infrastructure for a local shopping precinct. The planning process required the council to conduct comprehensive community consultations with local business and residents. Feedback would then be sent through an online survey hosted on the council’s website, with the survey available in English and in-language. Due to the growing number of Korean residents in the area, council engaged LOTE to inform the Korean community about the consultations.

Objective:

The client’s objective was to inform the Korean community about consultations for planned infrastructure construction for a local shopping precinct in the City of Ryde.

LOTE was engaged to develop and translate the key message into Korean and implement activity on appropriate media platforms.

Approach:

LOTE identified in-language Facebook ads as delivering the best Return on Investment for the client’s budget. LOTE translated and developed content to be culturally engaging. As the target audience was small, Facebook ads allowed maximum exposure and greater control over exact demographic and location targeting. A website click campaign enabled instant accessibility to the survey link. LOTE monitored and moderated the activity, ensuring that comments and queries from the public were translated and responded to promptly.

Outcome:

The posts received positive engagement from the target audience, including an increase in post shares and page likes. Overall, the campaign achieved 234 survey responses from the Korean community in Ryde.

The client was happy with the outcome and approached LOTE again to deliver future CALD communications.