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

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

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

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 1500 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

Activities and Focus Areas Marketing and Comms Supporting 2026 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

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

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