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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.
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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
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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,
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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
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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