Sefiani has launched a new multicultural communications service, targeting Australia’s culturally and linguistically diverse population, with an initial focus on the Chinese, Indian, and Islamic speaking communities.  With nearly one-quarter of Australians born overseas, four million Australians speaking a language other than English at home, and close to 1 in 10 of the population identifying with Asian ancestry, Sefiani’s new service taps into Australia’s high-value multicultural market.

In the first month of offering the new service, Sefiani has been engaged on three multicultural communication projects:

India-based YuppTV, the world’s largest Internet TV provider and one of the world’s leading platform for Indian programs, sought Sefiani’s help to launch SUN Network channels in Australia, offering live Indian news, TV programs and the latest Bollywood movies, streamed directly to mobile devices.  Sefiani responded with a communications program focussed on Indian media and participation at the recent Indian Holi Festival.

For Islamic wealth manager, Crescent Wealth, Sefiani announced the company’s sponsorship deal with the first predominately Muslim women’s AFL team, the Auburn Tigers, in Western Sydney, achieving high profile broadcast and print media coverage and talkability in mainstream and Islamic media channels and events.

In addition, Sefiani is working closely with Hotels.com on the development of its annual Chinese International Travel Monitor (CITM), a global report which provides a comprehensive look into the needs and wants of the Chinese traveller.

Robyn Sefiani, managing director, Sefiani, says, “Australia is well-positioned to benefit from the transformation of our Asian neighbours into an economic powerhouse. Immigration trends show that China and India are Australia’s leading sources of new migrants, and this point to a growing, untapped consumer market, with culturally relevant communication needs.”

In 2010-11, for the first time in Australian history, Britain was not the main source of new permanent migrants as more people moved here from China than any other country. And in 2011-12, India was the number one source of new permanent migrants.

Sefiani Communications Group has added another pro bono client to its roster with the addition of Stand3ftBack, a Sydney firm currently working to launch US-based charity Good360 in Australia.

Sefiani will provide pro bono strategic communications advice to Stand3ftBack and will manage all media around the launch of Good360. In addition, Sefiani Associate Director, Francesca Boase, will join the board of the Australian branch of the charity as a non-executive Director.

Sefiani’s expert team will work in partnership with Alison Covington, Director of Stand3ftBack, to develop and promote product philanthropy in Australia – matching corporate ‘waste’ with charitable need, making a difference to the corporate bottom line while helping charities across the country.

Stand3ftBack is the latest pro bono client to be taken on by the agency, which has a significant record of supporting a range of worthy causes on a pro bono or reduced fee basis. In the 13 years since Sefiani’s inception, not-for-profit organisations supported include Special Olympics Australia, Australia for UNHCR, OneSight, 40K Foundation Australia, and Seeing is Believing.

Commenting on the new partnership, Sefiani Associate Director, Francesca Boase, says:

“When we were approached by Alison, we had absolutely no hesitation in saying yes to helping businesses to safely dispose of excess inventory while supporting worthy causes.

“To be involved from the start of such a significant innovation in the charitable and retail sectors is a real opportunity and privilege. We’re looking forward to an enduring partnership.”

Director of Stand3ftBack, Alison Covington, agrees:

“We have a really compelling story to tell, and are certain the Sefiani team has the expertise and commitment to effectively tell it.  I’m personally delighted an agency of such calibre has come on board to support the Stand3ftBack and Good360 concept.”

Sefiani and our long-time client, OPSM, jointly won the Change Management/ Internal Communications award at the inaugural CommsCon Awards 2013, held in Sydney on 14 March. The award recognised our very successful collaboration on the Transformation of the OPSM Super Brand in Australia and New Zealand.

Sefiani and OPSM received the accolade for a comprehensive change and internal communications program in 2012, which saw Luxottica Australia and New Zealand roll out its largest ever transformation initiative to recalibrate the business to intensify its focus on OPSM, one of Australia’s most iconic retail brands, transition out of three smaller brands and close 100 stores.

Sefiani team at CommsCon Awards 2013 (left to right): Eva Yao, Robyn Sefiani, Sarah Craig, Francesca Boase

The transformation program successfully and accurately explained the company’s structural realignment to internal and external stakeholders, achieved positive media coverage, and boosted business performance for OPSM: comparable store sales for OPSM in Australia recorded approximately 10% increase in FY 2012 (Jan – Dec), while OPSM NZ grew 16.6% on 2011 results.

Commenting on the award win, Managing Director, Robyn Sefiani said: “We are delighted that our close and collaborative relationship with the leadership team at Luxottica and OPSM, has been recognised through this award by our industry peers for our work together on the OPSM transformation project.”

The CommsCon Awards were organised with the support of The PR Council, and recognises excellence in the fields of PR and communications.

For a full list of CommsCon 2013 winners, please visit: http://mumbrella.com.au/naked-wins-commscon-grand-prix-145766.