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MECO6935
Challenge:
At the end of 2019, the pandemic began to spread rapidly to the world. So far, the epidemic has sickened 230,318,914 people and killed 4,722,786 people (Worldmeters, 2021). In Australia, although the number of patients and deaths is not as large as that of other major countries, the number of patients as of September 22, 2021, has reached 88,710 (Google News, 2021). The epidemic has affected the sudden decline in the world's population and the global economy, especially the Australian economy. Since March 2020, Australia has successively issued instructions to prohibit entry to tourists from all over the world. This move has undoubtedly had a fatal impact on Australia's local tourism industry. According to data released by the Australian Bureau of Statistics (ABS), as of July to September 2021, the number of jobs required by the tourism industry has fallen by 5.1% to at least 662,700 (Australian Bureau of Statistics, 2021). This undoubtedly makes many people unemployed or change jobs. What is even more worrying is that since June 2021, Sydney, one of Australia's largest cities, has also begun a local lockdown. While the regional blockade has protected the lives of Sydney residents, it has undoubtedly had a massive impact on the local economy of Sydney. The most affected are the hotel and catering industry. 43% of companies either fired their employees or let them take unpaid leave (Knaus C, 2020). According to industry market research agency IBISWorld, the income of restaurants shows that Australian restaurant income has declined. This is 25.1%, which has fallen from US$19.7 billion in 2018-19 to US$15 billion in 2019-20 (Brown, S, 2020). Over the long term, the lockdown will only result in more restaurant closures and more unemployment. MECO6935_MECO6946 Professional Project 500656330 2 Research question During the epidemic, saving the business volume of local restaurants in Sydney and keeping the restaurant's revenue at the same level as before the epidemic is one of the biggest challenges. To meet this challenge, the central question of my project is: How to rescue the local restaurant business in Sydney during the epidemic? Objectives 1. Use this event to attract take-out platforms to reduce platform commissions and allow restaurants to reduce take-out meal fees. Make the restaurant's net income the same as before the epidemic. 2. Relying on this event attract more investment in Internet financial platforms. Internet companies, especially e-commerce platforms, have always been in revenue during the epidemic. The high revenue rate will encourage them to invest in other industries, especially those similar to corporate structures—takeaway platform companies. The project's primary goal is to carry out media campaigns to encourage local restaurants in Sydney to join the takeaway program. On the other hand, the promotion should also focus on promoting that an improved take-out platform will increase the restaurant's income and save customers' take-out costs. Genre My research question applies to Media campaigns. Since the Sydney lockdown in June 2021, the government has not provided much support for local restaurants, and there have been corresponding financial or rent subsidies every week. But this does not help restaurants increase their income; it can only make local restaurants swing between closed and not closed. Propagating this media activity can help local MECO6935_MECO6946 Professional Project 500656330 3 restaurants in Sydney save themselves during the epidemic. The use of more convenient and efficient take-out software can also reduce the speed of the regional spread of the virus. Method and justification In the research phase of my project, I will use the pre-investigation method and ask a critical question How many restaurants have been closed in Sydney during the Covid-19? Only by knowing how many restaurants in Sydney have been affected by the epidemic can we help Those affected businesses. After my initial research, Australia closed 12,000 restaurants in a year in 2020, which is still a staggering number (Bolles, S, 2020). I will divide the activity into two parts. First, organize an online zoom meeting and invite local restaurant owners to talk about the problems in the epidemic. These problems include: government subsidies every week and quarter, the actual loss of the restaurant and the situation of food delivery, and the use of the current food delivery platform (Uber Eats and EASI) have brought corresponding income to the restaurant. Invite delivery staff to talk about food delivery and their actual payment. Invite an employee responsible for running the food delivery platform at EASI to participate in the discussion. The discussion includes how much the food delivery platform will charge for each restaurant. After that, start online voting based on the discussion content and results (using Wechat and Facebook): discussing the frequency of consumers using the food delivery platform and comparing weekly meal expenses before and after the epidemic. Finally, summarize the voting results and the discussion results of the online meeting, MECO6935_MECO6946 Professional Project 500656330 4 and send the results to the food delivery platform and the government and wait for the reply. Significance The significance of this activity is to increase the business volume of local restaurants in Sydney during the epidemic so that the restaurant's income is the same as before the epidemic. Reduce the fees charged by the take-out platform for each order of take-out in the restaurant. Saving local restaurants in Sydney saves the local catering industry and solves a series of economic problems. Including solving a large number of unemployment problems, stimulating domestic consumption and driving the domestic economic environment affected by the epidemic. Encouraging people to use take-out services does not encourage take-out platforms to charge higher take-out fees. Still, it requires takeaway platforms and restaurants to form a mutual help relationship. The takeaway platform needs to help restaurants, takeaway staff and consumer groups in the epidemic. If local restaurants close in large areas, no one will use the takeaway platform to order food. Timeline The following timeline outlines the key activities I complete each week to ensure that I deliver high-quality professional projects: Week7 2021/9/24 Submit professional project proposal Conduct preliminary research on the research question to inquire whether there are similar media activities Week8 2021/10/04-10/08 Conduct content analysis of previous media campaigns, including how to turn offline activities into online MECO6935_MECO6946 Professional Project 500656330 5 activities during the epidemic Week9 2021/10/11-10/15 Draft media campaign strategy Week10 2021/10/18-10/22 Refine media campaign strategy Develop media campaign strategy Prepare to invite the respondents Week11 2021/10/25-10/29 Draft and develop media campaign materials Invite interviewees to discuss online meetings Week12 2021/11/01-11/05 Draft and develop media campaign materials ummary discussion results Start voting online Week13 2021/11/08-11/12 Summary of activities, including: online discussion results and online voting results Send the results to the delivery platform and the Australian government Final time The contents of the activity are finally reviewed and submitted Word count: 1,096 words