Post on 19-May-2018
FIG Congress 2010 Facing the Challenges – Building the Capacity Sydney, Australia, 11‐16 April 2010 1
Saving the Endangered Species... of Surveyors
Roberta Esbitt
Thomas Werner
BACKGROUND
Rescuing the Surveying Industry in Victoria
FIG Congress 2010 Facing the Challenges – Building the Capacity Sydney, Australia, 11‐16 April 2010 2
Concerning...?
Number of Licensed Surveyors in Victoria
Driving Force(s)
Roberta Esbitt – Architect
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Driving Force(s)
John Tulloch – Surveyor
General
SRBV
Institutions were invited...
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Driving Force(s)
And Students as well!
CONVINCING PEOPLE OF THE NEED
Research and Brand Development
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Student employee needs
Practitioner employee needs
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Student employee needs Practitioner employee needs
In order to attract students, the cadastral surveying brand needs to align with their employment needs.
You might not know it…
but the work of Surveyors is
everywhere
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in fact, we’ve laid the
foundation of the world in which you live
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Legally and practically
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&
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outdoors
As surveyors, we work everywhere…
Indoors &
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city and
country
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overseas
and
under seas
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with our
heads
and hands
As surveyors, we also work in everyway…
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on paper and in practice
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for yourself and with others
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in
suits & boots
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using new technologies and exploring new
ways to apply our skills.
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And looking for new people
to join us in a career without
boundaries
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A life without limits
Surveying…
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OUR SURVEYING LOGO
Encapsulating the message: “A life without limits”
THE TRIPARTITE APPROACH
Marketing Strategy
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Objectives Current conversion of students becoming Licensed Surveyors
Undertake Licensing
Choose Cadastral Surveying
Tertiary Students
Licensed
45%
25%
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Objectives
500+
126 Number of
Surveyors by 2018 if no
new entrants
90 Anticipated number to complete
registration
100 New
registrants from tertiary
students
200+ To recruit
= +
+
+
+ Required number Licensed Surveyors
in 2017 to meet demand
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Objectives
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Undertake Licensing
Choose Cadastral Surveying
Tertiary Students
Licensed
+5% year on year
+2% year on
year
+8% year on
year
200+ Surveyors
How to achieve 200+ new Licensed Surveyors by 2018
Target Markets
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Surveying Career Website www.alifewithoutlimits.com.au
Surveying Career Website www.alifewithoutlimits.com.au
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RESULTS
Indicators to‐date
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Objectives
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Undertake Licensing
Choose Cadastral Surveying
Tertiary Students
Licensed
+5% year on year
+2% year on
year
+8% year on
year
200+ Surveyors
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Marketing Results (to become tertiary surveying students)
DVD and Promo Packs
•212 Schools
•(1/3) of all Victorian Schools
•3,000 students reached
Presentations from Surveyors
•10 Schools
•450 students
Expo Days
•Contact with over 900 students
•Hands‐on Interaction with 35
Students
•Work Experience
Results to‐date – University Intake
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Marketing Results (Converting Tertiary Students to Cadastral Surveying)
Job Board – University Student Club Websites
Career Spatial Seminars and Expo’s
Interstate Participation
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Interstate Participation
SUMMARY
Surveying Task Force