1. Locate Conferences Australia Strategy 2019-2022
Version 1.0, November 2018

2. Overview Strategic Objectives: what we want to achieve
Outcomes & Aims: Goals that we can measure
Activity (Focus) Areas: Things we will need to focus our work on to deliver the vision & objectives

3. Strategic Objectives Conference of Choice
Locate to be the logical ‘conference of choice’ for anyone ‘in the region’ (ANZ, Pacific) who identifies as a user of spatial information or as a spatial & surveying professional
It acts as a uniting voice for our industry
Compelling content and program supports this objective
Size, revenue and reach (both geographical and sectoral) will grow to meet this objective
Highly Visible Showcase
The Locate Audience comprises our industry, government, R&D sector as well as their users and customers
Celebrates our industry, technology and individuals (e.g. through APSEA awards)
Reaches out to customers in existing and emerging sectors (beyond ‘1st degree of separation)
High profile that raises awareness among broad range of new and existing stakeholders
Showcases industry, vendor and academic capabilities to peers and outsiders
Innovative and constantly lifting the bar
Delivering Value
To delegates, sponsors, exhibitors, shareholders and their membership
Provides a vehicle for knowledge management, education, training and capacity building through professional development integrated with industry applications and R&D
An advocacy platform for engaging with (government) stakeholders
An opportunity to connect

4. Outcomes and Aims Commercially Viable
Locate will deliver a financial return to its shareholders
Growing levels of sponsorship and exhibitor revenue
There will be no additional financial or governance risks
Growth in Reach and Participation
Increased attendance: more than delegates by 2020, more than 2000 by 2021
Mix of new and return delegates
Attract a significant number of customers from targeted market sectors
Increased participation from young professionals
Diversity in speakers and delegates
Emergence of a Locate ‘community’ beyond the conference
Increased Relevance
Locate continues to be relevant to all stakeholders (Spatial Industry, Surveyors, Clients, Government....)
Locate will attract media attention outside our industry, including mainstream media
Good Governance
Locate will demonstrate consistent, forward planning
Future conferences and events are planned several years in advance

5. Activities and Focus Areas
Marketing and Comms
Supporting Agenda
Targeting: spatial and surveying industry, market sectors, and mainstream media
Outreach
To existing and emerging customer sectors
Beyond ‘1st degree of separation’
Education, Training and Capacity Building
‘Locate as a Destination’
Create event that is compelling, fresh, dynamic and innovative (e.g. ‘festival style’)
Be inclusive and diverse
Deliver value and grow
Offer awards and recognition
A Locate ‘community’ that is active between events (online & otherwise)
Option for Locate branded satellite / regional / Co-located events
Governance
Pro-active, professional leadership
Seeking out (inter-) national partners
High standard of corporate governance and financial reporting

6. Guiding Principles
The Guiding Principles must be considered in any work to be undertaken to achieve the outcomes of this strategy:
Communications with stakeholders will be remarkable and professional
The entire team will be outstanding
Locate will have the highest standard of governance and reporting
Locate will promote diversity and equal opportunities to all individuals active in the spatial industry, and will present a gender neutral program
As far as possible, Locate will be hosted around Australasia
Locate delivers value equally to the Spatial and Surveying communities as well as other (emerging) industry sectors

7. Outcomes, Aims & Metrics over time
2019
2020
2021
2022
Comments
Commercially Viable
Grow return to shareholders
Shareholder Licence Fee
$50K
$65K
$80K
$100K
To each shareholder
Grow revenue from sponsors
Exhibitor/Sponsor Revenue
$310K
$450K
$600K
$750K
Growth in reach & participation
Agressively grow attendance
No of delegates
750
1250
1750
2000
Mix of return and new delegates
Proportion return delegates
Measure
TBD, based on 2019 levels; retain balance
Engage Young Professionals
No of YP delegates
20% year-on-year growth
TBD, based on 2019 levels
Diverse Audience
Diversity of speakers & delegates (age, gender)
Engage with new client sectors
Industry reach (% delegates from non-spatial industries)
20%
30%
40%
50%
No of new sectors targeted per conference 2
Build and maintain Locate Community
Locate Community 'size'
Scale of diverse participation in related ‘channels’ e.g. I-Zone pre-post meetups; streamed segments from conference; etc TBD, based on 2019 levels
Keep audience /community engaged between events
Engagement levels between events
2019: measure opportunities for engagement offered to the Locate community 2020+: take-up, based on 2020 levels
Relevance
Continued relevance to all stakeholders
Pct. Delegates & Exhibitors who value the event(s) as 'relevant'
80%
Post event survey.
Delegate/Exhibitor satisfaction
Net Promoter Score, and Customer Effort Score (levels TBD)
(Mainstream) media attention
No of media mentions per category
Social Media; mainstream media; sectoral industry media
Good governance
Consistent, forward planning
locations and convenors and partnerships (if any) planned in advance
2yrs in advance
3yrs in advance
Large, international conferences will need to be planned up to 3 years in advance