Marketing Plan - witsa.org€¦ · Web viewworld congress on. information technology 2002. 27/28...

W O R L D C O N G R E S S O N

INFORMATION TECHNOLOGY 2002

2 7 / 2 8 F E B / 1 M A R 2 0 0 2

A D E L A I D E A U S T R A L I A

U N L E A S H I N G T H E P O W E R

MARKETING PLANRevision at 7 JUNE 2001

W C I T 2 0 0 2 V I S I O N

WCIT 2002 wi l l de l iver a cha l lenging and reward ing

exper ience to a g lobal audience of bus iness

leaders, prov id ing va lue beyond the expectat ions of

de legates and sponsors. In so doing, the program

wi l l exp lo re oppor tun i t ies for bus iness and the

communi ty to un leash the power o f in format ion and

communicat ion technologies to de l iver a bet ter

fu ture for a l l peop le.

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RM A R K E T I N G P L A N

CONTENTS

1. EXECUTIVE SUMMARY.............................................................................................32. WITSA HISTORY AND ROLE.....................................................................................73. HISTORY OF WCIT.....................................................................................................84. WCIT2002 MANAGEMENT.........................................................................................85. WCIT 2002 OBJECTIVES...........................................................................................96. THE VALUE PROPOSITIONS.....................................................................................97. WHO SHOULD ATTEND...........................................................................................118. MARKETING STRATEGY.........................................................................................119. DELEGATE ESTIMATES..........................................................................................1510. DELEGATE ORIGINS AND TARGETS.....................................................................1611. INDIVIDUAL MARKETING PLANS...........................................................................17AUSTRALIA....................................................................................................................... 17SOUTH AUSTRALIA..........................................................................................................20UNITED STATES...............................................................................................................25JAPAN................................................................................................................................ 28TAIWAN.............................................................................................................................. 30MALAYSIA......................................................................................................................... 31SINGAPORE...................................................................................................................... 32UNITED KINGDOM............................................................................................................33HONG KONG..................................................................................................................... 35INDIA.................................................................................................................................. 37SOUTH KOREA................................................................................................................. 39CHINA................................................................................................................................. 39GREECE............................................................................................................................. 41OTHER TARGET REGIONS..............................................................................................41FRANCE............................................................................................................................. 41MEXICO.............................................................................................................................. 42CANADA............................................................................................................................ 42SOUTH AFRICA................................................................................................................. 42OTHER AREAS OF SUPPORT..........................................................................................4312. MARKETING ACTIVITIES SUMMARY.....................................................................4413. Collateral................................................................................................................... 54

Printed 21 May 2023 w w w . w o r l d c o n g r e s s 2 0 0 2 . o r g

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1. EXECUTIVE SUMMARYObjective

The objective is to attract 1700 delegates to the congress. This document summarises the ways in which this will be achieved.

StrategyThe strategy is founded on a combination of activities designed to stimulate awareness and registrations locally and globally. These activities are

Engaging support from allied ICT bodies and Australian government agencies

WITSA affiliates already know about the congress. This is their major showcase event. They can readily access their members, saving expense in reaching them. Australian government agencies like Austrade exist to stimulate interest in our capabilities, and are located worldwide.

Conducting face to face meetings with prospective supportersIdentifying people of influence around the world enables us to get their support in championing the cause and in accessing their networks.

Presentations to prospective delegates at conferences and exhibitionsParticipation in allied events enables us to position the congress properly, to reach large groups of prospects and actively promote the event at a personal level.

Media relations campaignAn ongoing relationship with major media outlets enables us to break stories strategically and to suit our timetable. This is a relatively low cost means of gaining favourable exposure, provided the stories are of genuine reader value. Specific onsite media arrangements and stunts will ensure the coverage is maintained.

Direct mail campaignMost of the senior level people being targeted remain responsive to a tangible full colour brochure containing the full prospectus of reasons to attend.

Electronic media campaign using website and e-zinesElectronic media enable us to reach prospects instantly and creatively. E-zines leaking speaker content will arouse curiosity and push readers to the website from which they can register online.

Who goes to WCIT? The event is targeted at the upper levels of industries, which sell ICT and its major users. This includes private businesses, local, state and country government representatives. It also attracts venture capitalists and management consultants with expertise in ICT. In Taipei about one third came from Taiwan and in 1998 at Fairfax County 80% came from within the USA.


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Target Audience 1700 + delegates comprising:

Business Owners & Presidents

Government Heads & Policy Makers

Chief Information Officers

Chief Executive Officers

Chief Operating Officers

Chief Financial Officers

Venture Capitalists

Management Consultants

ICT Buyers

ICT Vendors

Where will they come from?Given the fact that historically most delegates are local the following targets have been developed. Given the number of conferences and similar events eg Networld+Interop, which are promoted to the Australian community, the value of WCIT will need to be carefully developed and articulated. WCIT stakeholder the AIIA and its connections are a major force in spreading the word within Australia.

South Australia 300

Australia (excludes SA) 650

United States 200

Japan 100

Taiwan 60

Malaysia 50

Singapore 40

India 40

Hong Kong 30

United Kingdom 30

Other 200 (includes South Korea; Greece; China;Mexico; Canada; France; South Africa; )

Why will they come?While a specific marketing plan is being developed to reach each region above there are certain common reasons why delegates will choose WCIT 2002.

To gain immediate first hand high level information, ideas, projections and predictions about trends and needs in business generally and ICT in particular

To hear it direct from world leaders, respected futurists, economists and business icons

To meet their international counterparts in a controlled environment accessible to only a select few

To make high level contacts and to discuss needs, ideas and new services and if possible to do “deals”


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To host clients at a prestigious event

To inspect business and investment opportunities in South Australia and other state capitals

To enjoy wonderful Australian culture, world famous cuisine and wines, hospitality and entertainment

Note that in addition to the above some industry specific initiatives are also being created. Examples are:

The ACT plan to invite international government Chief Information Officers to Canberra for a day or two prior to WCIT 2002

The plan to provide business investment inspection tours to other Australian state capitals pre or post WCIT 2002

The plan to encourage employers to include participation at WCIT 2002 within an incentive programme for their high achievers.

How we will reach them?Five main interrelating methods are proposed which together will ensure that all prospects are covered several times in the course of the delegate boosting campaign.

Face to Face One on one meetings with potential supporters, locally and overseas eg Agents General,

Trade Commissioners and Diplomatic staff.

Presentations to industry groups and WITSA affiliated organisations eg: CEO’s presentation at JISA, Board Meetings of ASOCIO and EISA.

Participation at trade shows as either a delegate or an exhibitor eg at Public Policy Forum, Global Info Sec Summit, Softworld.

Speaking opportunities to service, business and ICT groups locally and interstate eg: regular AIIA Business Forums.

WebsiteAn active website will provide delegates with the following:

Reasons to attend

Up to date information on WCIT 2002, which will include leisure and business program; travel & accommodation; sponsors, speakers and online registration form.

New site due for launch July 2001

Links to other websites

Regular e-zine distribution to over 100,000 contacts world wide

Direct Mail To include writing, design, printing and dispatch of all WCIT 2002 promotional material

Expression of interest brochure – ongoing

Registration brochure – from July 2001 with incentive


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Media RelationsMedia coverage pre congress will assist in spreading the word. Capital PR was selected to assist in this process. The potential to gain editorial coverage is influenced largely by the quality of the speaker programme which needs careful handling to ensure that stories are broken in a timely way. Capital is also assisting with the authoring of e-zines and in the relationship with congress media sponsors like the Financial Review.

The strategy involves market positioning, media education and relationship development. A media kit will be developed to assist media education, and Capital PR will utilise its vast network of national and international media contacts in newspapers, magazines, radio, television and online media. On-site at the time of the congress they will be managing the media accreditation and media facilities.

Engaging international supportIt is impossible to reach every prospect by direct mail and even with a frequent e-zine, the project will benefit from being championed locally around the world. Thus we are primarily engaging the support of the WITSA affiliates and Austrade offices around the world to spread the word to stimulate attendance and sponsorship. This includes:

Distribution of our regular e-zine publication to their members (translated if required)

Links to our website from theirs

Distributing our Registration brochure to their members

Placing small WCIT 2002 adhesive labels to all outgoing correspondence

Hosting functions at which a WCIT 2002 presentation can be made

Encouraging trade delegations to attend WCIT 2002

The detailed plan that follows shows the timing of all actions on a monthly basis.

TargetsDATE REGISTRATIONS CUMULATIVE

REGISTRATIONSBy 30 October 2001 250

By 30 November 2001 250 500

By 31 December 2001 250 750

By 31 January 2002 500 1250

By 26 February 2002 600 1850

Budget Direct mail; exhibiting; presentations $1.5 million

Website and e-zines $235,000

Public relations and media $185,000

Total $1.92 million


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Activity to dateWCIT is held every two years. Australia began its delegate and sponsorship building programme at the 2000 congress held in Taipei. This included advertising, an exhibition booth with promotional materials and staff, the use of an Australian outback character, an on-stage handover ceremony with video, presentations by Minister Armitage and Alan Baxter, an Australian cocktail party, a website for the WCIT 2002 congress and distribution of press kits. This activity resulted in local and international press coverage, expressions of interest and productive discussion with the Taipei organisers and sponsors.

Since this time the delegate boosting campaign has been enhanced with the development of a new website, drafting of a registration brochure, remaking of the video, participation in intervening meetings, appointment of a media relations firm, publication of three e-zines, contact with WITSA affiliates and Australian government trade offices.

Objective of this document This Marketing Plan has been developed as a road map to follow to ensure a successful WCIT 2002.

It was issued to the WCIT 2002 Executive Committee at its meeting of June 8, 2001 and was current as of that date.

This is intended to be a working document and frequently updated as strategies evolve and new activities are planned. This printed document will therefore go out of date fairly quickly – the most up to date plan will be kept on the WCIT 2002 secretariat server and be available upon request.

2. WITSA HISTORY AND ROLEThe World Information Technology and Services Alliance (WITSA) is a consortium of 41 information technology (ICT) industry associations from economies around the world.

Founded in 1978 and originally known as the World Computing Services Industry Association, WITSA has increasingly assumed an active advocacy role in international public policy issues including:

increasing competition through open markets and regulatory reform

protecting intellectual property

reducing tariff and non-tariff trade barriers to ICT goods and services

safeguarding the viability and continued growth of the Internet and electronic commerce

WITSA provides a unique opportunity to establish contacts and channels in the global ICT industry. The impact of WITSA is perhaps best demonstrated through its World Congress on Information Technology, which every two years brings together over 1500 senior ICT executives from around the world. WITSA also runs the Global Info Sec Summit, (Washington Sept 2000 and Belfast June 2001), Public Policy Forums and publishes Digital Planet a summary of ICT activity around the world.


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3. HISTORY OF WCITWITSA also serves as the oversight organisation for WCIT. The World Congress is unique in its global perspective on ICT issues and its ability to draw users and vendors from around the world. Every two years world business and government leaders discuss emerging markets, and address how legal, political and economic trends affect business opportunities in each market. Among the featured speakers are internationally recognised leaders from government and industries such as retail, manufacturing, financial services, communications, health care, transportation, entertainment and education.

The last three World Congresses were held in Bilbao 1996, Fairfax County 1998 and Taipei 2000

4. WCIT2002 MANAGEMENT The WCIT 2002 Executive Committee governs the overall strategic direction of the Congress, and enforces key financial and policy decisions.

For the purpose of clarifying responsibilities and accountabilities, the following programs have been identified:

PROGRAM OWNER DESCRIPTION

Congress Program John Gygar

The development of a quality business program, securing the required complement of speakers, Panel chairmen and other essential participants

Social Program ICMS The development of a quality social program for

delegates and their partners

Sponsorship acquisition Robert Debelle Securing the sponsorship levels required by the budget

Marketing Natasha GrantThe development of a quality marketing plan, marketing collateral and associated programs required to attract the budgeted sponsors and delegates

Delegate acquisition ICMS

The development and implementation of the plans and activities necessary to attract the budgeted number of delegates

Congress Logistics ICMS

All plans and activities necessary to conduct the business and social programs embraced by the Congress

WCIT 2002 Management consists of a number of reference groups related to differing aspects of the Congress. Each group consists of a Convenor and members and meets as required to discuss new ideas, progress and current status. These groups cover Sponsorship; Programme – Business and Social and Financial.


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5. WCIT 2002 OBJECTIVES For WITSA

To enhance the WCIT 2002 brand by staging a superlative Congress

To promote the valuable contribution that the ICT industry makes to the global economy and the global community and its environments

To help shape a constructive future and quality of life for all

For major stakeholders: AIIA and South Australian Government To focus attention on Australia’s ICT successes and business potential

To promote South Australian and Australian ICT businesses

To attract keen interest and support within the ICT and broader business community

To elevate government awareness and support for ICT initiatives and concerns (SAG)

To conduct a high quality, financially successful event

For Sponsors To demonstrate industry commitment

To expand corporate profile

To receive exceptional promotional benefits

To reinforce brand awareness

To reinforce ties with existing clients & establish new business relationships

6. THE VALUE PROPOSITIONSFor Delegates

Delegates will come to WCIT 2002 for a variety of reasons, part business, part social, part tourist. Australia has an international reputation for ICT excellence and Australians are known as a smart country for early adoption of new technologies. The quality of the business programme and the reputation of the presenters is as important as the opportunity to network and to do business.

Primary reasons to attend To validate business strategies and priorities

To gain immediate first hand high level information, ideas, projections and predictions about trends and needs in business generally and ICT in particular

To hear it direct from world leaders, highly respected futurists, economists and business icons

To participate actively in the discussions and influence the global future of ICT

To meet their international counterparts in a controlled environment accessible to only a select few

To make high level contacts in Government and Industry providing a unique opportunity to discuss needs, ideas and services and to do “deals”


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To do business through a series of pre and post congress tours, inspect the attractive range of ICT investment opportunities available in Sydney, Canberra, Perth, Melbourne and Adelaide

Secondary reasons to attend To experience local Adelaide ICT applications in Arts, Education and Health

To witness and celebrate the WITSA Awards for Excellence

To sample Australia’s world famous food and wines

To enjoy leisure activities eg: Golf

To experience Australia’s unique aboriginal art and culture together with leading edge contemporary performance in an exciting congress social programme

To extend their visit with pre and post congress tours to Australia’s main tourist attractions including Kangaroo Island, Sydney, Uluru in the Red Centre and the tropical far north

To experience the Adelaide Fringe Festival and Festival of the Arts

To extend exposure to Australia’s exciting ICT industry by attending allied events such as Networld+Interop (Sydney 6-8 March); Education on Line Global Summit (Adelaide 5-7 March); AIESEC (dates TBC); DIT IT Expo;

For SponsorsWCIT 2002 is THE place for the movers and shakers in ICT. Sponsors have an unparalleled opportunity to show their support for the ICT industry, to gain access to high level decision makers, to cement relationships with existing clients and to gain new business.

As an important component of WCIT 2002, not only does sponsorship enable the delivery of an outstanding business and social programme but it affords unique opportunities for sponsors to engage delegates with unusual impact. Sponsors can select a level of involvement commensurate with their budgets, profile and intentions in the ICT market. The Congress offers an uncluttered and focussed climate conducive to brand building and reinforcement coupled with access to the crème de la crème of the ICT world.

Sponsors’ motives will depend on their size, their perception of WCIT 2002 value and the extent to which sponsoring will support their prevailing marketing plan.

Large Corporates - objectives To assert and position their brand To gain visibility at a quality event To facilitate relationship building with key contacts To source alliances, partnerships, channels

SMEs - objectives To demonstrate capabilities and promote new product To gain market positioning and recognition on a global scale To develop alliances To expand their businesses To attract investor interest To gain affordable exposure to an ordinarily unavailable audience To be seen alongside large corporate sponsors


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Governments - objectives To promote industry investment and stimulate employment

To stimulate export earnings

To showcase ICT expertise of businesses in their area

To promote ICT innovation

Trade Associations - objectives To gain exposure for the services of their members

7. WHO SHOULD ATTENDThe event is targeted at the upper levels of industries which sell ICT and its major users. This includes private businesses, local, state and country government representatives. Delegates will be people of influence able to recommend and specify ICT, and to advise governments on their ICT engagement policies.

Business Owners and Presidents

Government Heads and Policy Makers

Chief Information Officers

Chief Executive Officers

Chief Operating Officers

Chief Financial Officers

Venture capitalists

Management Consultants

ICT buyers

ICT vendors

8. MARKETING STRATEGYThe strategy is founded on a combination of activities designed to stimulate awareness and registrations locally and globally. These activities are:

Engaging support from allied ICT bodies, Australian government agencies, and international trade and development bodies stationed in Australia (John Gygar, ICMS, Ruth Morris, Natasha Grant)

Conducting face to face meetings with prospective supporters (John Gygar; Sharon Thomas and Paula Ivey in the USA;)

Presentations to prospective delegates at conferences and exhibitions (John Gygar)

Media relations campaign (ICMS and Capital PR)

Direct mail campaign (ICMS with Natasha Grant)

Electronic media campaign using website and e-zines (Ruth Morris with EDS and Ignition Design)


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The methodologies outlined above are proven means of attracting delegates to conferences. They are not the only means but it is recommended that this plan is followed. If results are poor in certain areas, the plan can be reviewed. An example of this might be Media Relations or a low uptake on the Early Bird registration offer.

Outline of ActivitiesEngaging support from allied ICT bodies, Australian government agencies, and international trade and development bodies stationed in AustraliaIt is impossible to reach every prospect by direct mail and even with a frequent e-zine the project will benefit from being championed locally around the world. Thus we are primarily engaging the support of the 41 WITSA affiliates, other ICT associations and Austrade and Invest Australia offices around the world to spread the word to stimulate attendance and sponsorship. Examples of assistance include:

Distribution of our regular e-zine publication to their members (translated if required)

Promotion of WCIT 2002 through their journals and media contacts

Links to our website from theirs

Distributing our Registration brochure to their members

Placing small WCIT 2002 adhesive labels to all outgoing correspondence or including WCIT 2002 logo on their collateral

Hosting functions at which a WCIT 2002 presentation can be made

Encouraging a visiting trade delegation

Provision of exhibit space at their exhibitions

Effecting introduction to prospective sponsors

The individual WITSA affiliates’ members are employers which between them represent 97% of the world ICT market. The individual affiliate strength varies from country to country. We have contacts for all of them and have had direct dialogue with CEO’s of many.

In some countries there are other ICT associations not affiliated to WITSA, focussing on specialist areas eg: manufacturing and software. These are being researched.

Austrade has a global network of 100 offices spanning 67 countries, and our initial discussions with them have identified their support for WCIT 2002 in sponsorship and delegate attraction. We are focussing our efforts on both Austrade missions and their ICT staff specialists in Australia.

Invest Australia is responsible for promoting Australia as a destination for Foreign Direct Investment through their 14 offices worldwide. Their role is to provide a range of services to companies seeking to establish or invest in operations in Australia from identifying and promoting investment opportunities. Invest Australia supports the strategic investment coordinator who advises the Australian Prime Minister on investment promotion and facilitation. Their mission is to play a central role in attracting productive and sustainable investment to Australia and to contribute to economic growth, employment and innovation. Exposure at Invest Australia events is possible with a focus towards promoting WCIT 2002.

We are keen to engage support from international trade and development bodies stationed in Australia, and examples here are the British Consul in Adelaide, International Chambers of Commerce such as the Australian Israel Chamber of Commerce and the Chinese Chamber of Commerce.


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Conducting face to face meetings with prospective supportersThis is physical presence at an event with the objective of promoting WCIT 2002. This includes:

One on one meetings with potential supporters, locally and overseas eg Agents General, Trade Commissioners and Diplomatic staff.

Presentations to industry groups and WITSA affiliated organisations eg: CEO’s presentation at JISA, Board Meetings of ASOCIO and EISA.

Participation at trade shows as either a delegate or an exhibitor eg: at Public Policy Forum, Global Info Sec Summit, Softworld.

Speaking opportunities to service, business and ICT groups locally and interstate eg: regular AIIA Business Forums.

The idea in every case to communicate the status and benefits of attending WCIT 2002 and also to probe for any objections. In the activity schedule below, the opportunities include participation in the USA, Europe, Asia and Australia.

Media RelationsFavourable and timely media coverage in the lead up to the Congress can help increase the key audience’s awareness.

To ensure successful coverage, there has to be something new or different to say and in drafting stories we have to always ask the question - "what's in it for the reader"?.

Capital PR has been engaged to assist with the public relations process and also to manage the on-site media at the Congress. Capital has an extensive client base in the ICT area and has regular contact with a wide range of ICT and business media.

The strategy revolves around market positioning, media education and relationship development. Market positioning involves taking the unique selling proposition of the Congress, its importance and prominence in the ICT and business space, and spreading the word through a number of channels. It is vital that the EC and CEO agree on all the key messages as they need to be portrayed consistently in all media interviews. Media training is highly recommended as a forum to cement these messages and should happen before any interviews with journalists are undertaken. As well, it will be important to establish who will be the spokesperson on particular issues and areas.

The public relations campaign will aim to initially raise awareness of WCIT 2002 and establish the key people associated with the Congress as authorities on a variety of ICT issues within Australia and globally.

Capital PR will work closely with the hosts, with the WCIT 2002 office and with sponsors' PR agencies/managers to research appropriate stories and with their wide network of media contacts, endeavour to place them effectively. These include newspapers, magazines, radio, television and online media. As well, they will monitor features within ICT and business publications and submit material where appropriate.

Capital will also look to support from the South Australian Government, specifically Hon Michael Armitage and the Premier John Olsen. Capital will work with the media advisors and officers to maximise relevant news stories and ensure that they are kept informed on media activities in relation to the Congress.


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Capital will also work closely with the AIIA to leverage opportunities and “piggy-back” off announcements made. As well, their extensive network of contacts through WITSA will be utilised for media distribution and announcements. Capital will also keep in regular contact with the AIIA to advise them of current activities.

A media kit will be developed to assist the process of media education and will contain a number of fact sheets to provide valuable background for journalists. As well, relevant photographs will be included in the kit.

As well, Capital will be conducting a variety of other activities including:

drafting and compiling the e-zine

commenting on the video script

assisting with copy and content for the web site

advising on advertising costs and strategy

advising on media sponsorships

ad hoc copywriting for brochures, etc.

A media monitoring service will ensure that coverage is reported. As well, Capital will forward relevant press clippings to appropriate Congress staff about new issues and developments in the market for either attention or comment.

Direct Mail / EmailThis includes the writing, design, printing and dispatch of promotional material. This began with the original expression of interest brochure and will continue with the Registration Brochure due out mid 2001. Even though the contents of this brochure will also appear on the website, a print brochure is still required to assist in the buying decision. Preliminary copy for this brochure incorporating the key value propositions, reasons to attend, details of social events, early bird incentive etc is under way. Copy to be finalised by mid June to enable mid July delivery.

The intention is to distribute as many as possible via WITSA affiliates, in order to contain cost.

WebsiteAn active and well designed website is essential to a World Congress on IT. Not only will it provide all the main reasons to attend and to sponsor, but it enables on line registration, accommodation bookings, links to sponsors, tour details etc. It can be readily updated as new information comes to hand. An initial site was set up in June 2000 and has since had only a few modifications. The tender for a new site was won by Ignition Design of Adelaide and this should be launched by 30 June. A series of e-zines is planned to provide late breaking news, to recognise sponsors as they come on board and to keep WCIT 2002 in front of a very wide audience. There are currently 1,400 names on the database but by engaging the support of WITSA affiliates around the world the number of e-zine recipients could be in the range 100,000.


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9. DELEGATE ESTIMATESPre 2000 attendance at the Congress was substantially local. In Fairfax County 1998, 80% came from the USA. In Taiwan 2000, 40% were locals. Preliminary research indicates that in 2002 approximately 50% of delegates will come from within Australia.

We believe WCIT 2002 will appeal to international delegates based on the relatively low price of the Australian dollar, the anticipated post Olympic business tourism boom and the high reputation of the Congress.

Australian interest will be fuelled by the high level of local publicity, the once in a lifetime opportunity to attend in Australia and the vested interests of the host organisations to ensure maximum participation.

Interest from the Americas will be stimulated by the proactive efforts on the ground by our two representatives and ongoing commitment of support by the ITAA.

Even allowing for the high local participation from Taiwan in 2000, there was a 50% growth in attendance from other Asian countries between Fairfax 1998 and Taipei 2000.Asia remains a strong manufacturing base for ICT, Australia is geographically close and Seoul is the new headquarters for ASOCIO, the regional grouping of WITSA affiliates.

Traditionally Europe has not been a solid supporter of the World Congress on IT however recent increases in ICT Activity, in Ireland for example, should see numbers slightly higher than in recent times. There is also good interest from the South Australian Agent General in London, the British Consul in Adelaide and the WITSA affiliates in France and the UK. The Congress CEO is attending key events eg the EISA meeting, 30 May 2001.


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10. DELEGATE ORIGINS AND TARGETS

FAIRFAX COUNTY 1998 TAIPEI 2000

ADELAIDE 2002

BEST CASE MEDIAN WORST CASEAUSTRALIA 21 49 1100 960 775

SA 300NSW 290VIC 165QLD 120TAS 15ACT/NT 50WA 20

AMERICASCanada 40 10 20 15 8

United States 1257 150 225 200 150

Latin America 20 2 15 10 5

Nicaragua 9 10 5Mexico 13 33 30 20 5

ASIAChina 21 17 30 25 15

Hong Kong 1 32 50 30 15

India 28 14 50 40 25

Japan 74 160 130 100 80

Malaysia 6 70 80 50 10

Mongolia 10 7 3

Singapore 4 42 60 40 20

South Korea 18 40 30 10

Taiwan 55 650 100 60 60

Thailand 14 20 10 5

EUROPEFrance 35 5 20 10 5

Germany 19 5 2Greece 10 40 20 10

Italy 15 10 5

Sweden 11 10 8 5

United Kingdom 17 14 50 30 20

OTHERS 75 200 70 30 20

TOTAL 1686 1510 2162 1712 1251


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11. INDIVIDUAL MARKETING PLANS A specific marketing plan has been formulated to promote delegate attendance from the following areas:

1. Australia (excludes South Australia)2. South Australia3. United States4. Japan5. Taiwan6. Malaysia7. Singapore8 United Kingdom 9. Hong Kong10. India11. South Korea12. China13. Greece14. Other

AUSTRALIAAustralia has a population of 19 million, is the fourth largest economy in the Asia Pacific region and relies increasingly on service industries. Australia is no longer a resource-based economy and has not been for the past ten years. The shift towards a knowledge-based economy can be seen through Australia’s rapid expansion of service industries and an increase in ICT skills. Australia is strong in the areas of innovation systems; information and communications technology infrastructure; business environment; and human resource development.

With these strengths, Australia is moving closer to what the OECD calls a knowledge-based economy, that is an economy driven by the production, distribution and use of knowledge and information. The contribution of knowledge based industries makes up almost half of Australia’s GDP. Australia has one of the largest ICT markets in the world, and in 1999 expenditure on ICT products and services in Australia was just short of US$36 billion.

Australia’s ICT take up rate is among the highest in the world, with 50 % of adults accessing the Internet during the 12 months to November 2000. When comparing the percentage of the total population connected to the Internet to the rest of the world, Australia ranks number eight. Within Australia, 56% of households have a computer, with 37% of households having Internet access.

Australia has one of the most highly regarded and cost competitive ICT workforces in the world and is ranked among the top locations in the world for the availability of ICT skills. A recent survey ranked Australia 7th out of 47 countries for availability of its ICT skills, placing it ahead of the United States (8th), Taiwan (11th) and well ahead of Korea (23rd) and Japan (34th).

Due to the extent of Australia’s ICT capabilities we are confident in attracting in excess of 800 delegates to the 2002 event including 300 from South Australia.

Australia has been a previous supporter of the World Congress. There were 21 attendees at the 1998 event in Fairfax County. In Taipei 2000, there were 56 from Australia, which would be largely due to its selection as the destination for the next event.


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Planned support from the WITSA affiliated associationAIIA (Australian Information Industry Association)The AIIA is a national organisation representing the Information Technology & Telecommunications (ITT) industry of Australia, and has been doing so since 1978. Its membership accounts for over 80% of the total turnover of the ICT industry in Australia and this membership reinforces these companies’ commitment to achieving a more productive and efficient market place and an internationally competitive, export – oriented industry. The AIIA’s State branches represent and respond to member companies, liaise with State governments, and provide networking seminar and function programs for its guests. Obviously a useful tool from the WCIT 2002 point of view as their support of the Congress ensures maximum exposure is gained within an enormous segment of the ICT industry.

Areas of support from the AIIA Use of the AIIA members list for mailouts to their 385 member companies. In particular one

on one meetings by AIIA With their Top 30 member companies’ CEOs

Mention of WCIT 2002 in their fortnightly newsletter, With a major feature to appear on a monthly basis. This newsletter has a distribution reach to 2,500 individuals

Use of the AIIA media relationships already established with some 200 journalists, Government Officials and CEOs.

Inclusion and exposure at all AIIA Business Development opportunity events as follows:

The iAwards – October 2001. This event is co-presented with the Australian Financial Review and is significant in that it rewards those in the ICT industry who truly excel in the deployment and development of ICT.

iBriefings – April / July / October 2001. These regular events combine leading industry figures, government and the media to provide expert analysis of key ICT issues and trends.

IForums. These invitation only national forums involve the AIIA’s Board of Directors chairing a discussion for CEOs to debate the issues faced within the ICT industry.

Software Showcase – September 2001. This event is designed specifically for SME ICT companies to showcase their capabilities and products to the larger business audience. Ultimately increasing their profile and providing the opportunity to form partnerships and do deals

Support from all AIIA branches, Brisbane, WA, Victoria, ACT, Adelaide and Sydney in the promotion of WCIT 2002 in their day to day business dealings and at regular events. For example an opportunity arose in May 2001 where a WCIT 2002 representative conducted a presentation to a 450 guest luncheon in Brisbane

Assistance in contacting key contacts in other ICT associations and encouraging their support for WCIT 2002

A road trip is currently being planned for a WCIT 2002 representative to visit all AIIA representatives in each state and conduct presentations to each of these groups. This is envisaged to provide up to date information on WCIT 2002 that they can in turn promote to their network of contacts. It is envisaged this will occur early in the third quarter of 2001 to allow for another trip to be scheduled later in the year should it be deemed as necessary.


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Planned support from other ICT industry associationsACS (Australian Computer Society) Initial contact has been made with the ACS, however to date no formal assistance has been offered. We are however confident that support will be extended in a variety of ways.

SEA (Software Engineering Australia)The SEA have signed on with WCIT 2002 as a Silver Sponsor and as a result are dedicated to its success. Based on this they have committed on a national level to the WCIT 2002 as follows:

Distribution of the WCIT 2002 e-zine to its member database

The set up of a link of the WCIT 2002 website to the SEA website. This will occur once construction of their site is complete.

Insert of the WCIT 2002 registration brochure into the SEA journal. This has a distribution of 15,000 and will be issued during their conference in late August 2001

A ½ page advert into the above mentioned journal

The affixing of small WCIT 2002 logo stickers to all outgoing correspondence

Additional promotional opportunities will also exist during the SEA National event in late August 2001

AIMIA (Australian Interactive Multimedia Industry Association)The AIMIA have offered us support in any way we require, however at this stage will only do so at a fee. Currently negotiation is under way as to the best possible way we can gain support in an affordable way.

AEEMA (Australian Electrical and Electronic Manufacturers Association)Initial contact has been established with AEEMA and they are currently exploring their options for involvement. We are confident that we will gain exposure however through them.

ATUG (Australian Telecommunications User’s Group)Initial contact has been established with ATUG and they have confirmed it is their intention to become involved with WCIT. As such, support has been proposed by them as follows:

Emailing of the WCIT 2002 e-zine to the 2000 ATUG members

Website link from the ATUG site to the WCIT 2002 site

Distribution of the WCIT 2002 registration brochure to 2000 members electronically


Various opportunities to show the WCIT 2002 video

Planned support from Austrade and Invest Australia in Australia

Invest AustraliaInvest Australia has a vested interest in WCIT 2002 as it will provide an ideal opportunity to showcase Australia as an investment location and to expose and business match Australian companies to overseas companies.Invest Australia will be fully briefed on the events progress and we will seek from them the following assistance:


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Access to their database of Australian ICT industry companies

Providing us with exposure to industry through their meetings, exhibitions, conferences and day to day dealings

Providing us with media exposure and promotion when promoting Australia as an investment location

Assisting us with exposure in their overseas trade missions and Conference attendance

Invest Australia are currently working with the dedicated Invest South Australia representative to coordinate a high level Business Matching program on the 2 days leading up to the WCIT (25th & 26th February 2002) that will be held in Adelaide. This event is aimed at bringing in key buyers of ICT services from across Australia and Asia to match them with key ICT suppliers from Europe, USA and Australia. The format of the event will include seminar sessions together with one on one business matching.

AustradeInitial discussions have occurred with Austrade, however no formal assistance has yet been determined. Initial feedback however from Sally-Ann Watts, the newly appointed (01 June 2001) National Director is that they are keen to assist us.

Other Marketing Activities plannedSponsor DinnersExisting, potential and non-committing Sponsors will be a strong source of Delegates for WCIT 2002. With this in mind we will schedule a series of small group dinners targeting these companies in their relevant states. In particular the large corporations will be focussed on such as IBM, Sun Microsystems, Compaq and Microsoft. These dinners will be a good opportunity to keep the interest among these groups, as well as keeping them informed of up to date information about WCIT 2002.

EventIt is envisaged that we will schedule events on a larger scale in both Sydney and Melbourne. These will be in the format of a Cocktail style event similar to the regular ones held in Adelaide. The focus will be on delegate attraction and we anticipate approximately 100 guests each time. We will work with the AIIA and other relevant ICT associations to produce quality guest lists.

SOUTH AUSTRALIASouth Australia has a population of approximately 1.7 million, which makes up less than 8% of the total Australian population.

South Australia has more than 700 businesses operating within the information industries sector ranging from multinational corporations such as EDS, Motorola and British Aerospace to smaller SME’s. Collectively these companies employ approximately 14,000 people and employment growth in the industry is strong with an increase of more than 9% per annum. Over 35% of all employees are of either graduate or postgraduate status.

In 1998 the industry sector generated export revenue of about 6 million in the principal markets of United States, United Kingdom and countries in the Asian region. Major areas of activity include defence, communications, software development, spatial technology, and multimedia and e-business services.


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In particular South Australia’s electronics industry has a reputation for innovation and design excellence at the high technology and high value-added end of the market. Strong annual growth (about 20%) has seen the electronics industry move from a revenue base of $310 million to $2.1 billion in just 10 years. Well-developed links have been established with markets in Asia, North America and Europe.

A particular feature of the South Australian industry is the large number of smaller businesses, many of which are highly innovative, specifically targeting global opportunities. Being free of the ‘old economy’ constraints and ideas, these firms are well positioned to prosper and grow in the new information economy. Based on this information we anticipate at least 300 delegates from South Australia at the World Congress.

Planned support form the WITSA affiliated associationAIIA (Australian Information Industry Association)The AIIA branch in South Australia consists of 20 SA companies and another 60 companies whose head office is interstate. These members consist of both SMEs and large corporate companies. We will rely on them extensively to achieve our target of 300 delegates from this region.

Areas of support from the AIIA in South Australia

Use of the AIIA members list for mail outs to their member companies.

Exposure at all networking events and social functions to include banner display; brochure handout; mention in speeches where appropriate. We have already had good exposure at events such as the AIIA Board Dinner and the AIIA IT Ball. Both events saw strong numbers in attendance.

Link to the SA Events Page section of the AIIA website, as people know the site and bookmark the SA page to see what events are coming up in SA.

Planned support from other ICT industry associationsIT Council for South AustraliaThis Council is the peak body in South Australia for the information technology industry and has a membership of 11 IT industry associations. Its objective is to grow the ICT and communications industry in South Australia and to grow its associations’ membership to provide a single point of contact between industry, government, business and the community.

Support for WCIT 2002 from the IT Council of SA will be as follows:

ITSA will be invited to regular meetings to ensure they are fully briefed on Congress progress.

ITSA have agreed to provide the WCIT 2002 team with access to their database of members for direct mail-outs.

WCIT 2002 will place regular articles in the ITSA newsletter.

WCIT 2002 will seek regular exposure through ITSA and its subsidiaries’ conferences, meetings, and Exhibitions.


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SEA (Software Engineering Australia)The SEA have signed on with the World Congress as a Silver Sponsor and as a result are dedicated to its success. Based on this they have committed on a national level to the World Congress, and these benefits will also be seen through their South Australian branch:

Distribution of the WCIT e-zine to its member database

The set up of a link of the WCIT 2002 website to the SEA website. This will occur once construction of their site is complete.

Insert of the WCIT 2002 registration brochure into the SEA journal. This has a distribution of 15,000 and will be issued during their conference in late August 2001

A ½ page advert into the above mentioned journal


Additional promotional opportunities will also exist during the SEA National event in late August 2001,

In addition WCIT are already receiving promotion at a monthly seminar held for their members. On these occasions we are mentioned at length during the introduction, together with the opportunity to hand out brochures and display a banner / poster. Regular attendance by a WCIT representative is also a useful tool as these sessions provide good networking opportunities.

Spatial Australia A strong relationship has been established with Spatial Australia and as such the following support for WCIT has been offered:

Circulation of each edition of the WCIT 2002 electronic e-zine to members and colleagues

The set up of a link from the Spatial Australia website to the Congress website

Distribution of the WCIT 2002 registration brochure to members


In addition Spatial Australia are involved with the Aurisa 2001 Conference in November 2001 which will see representatives from the Spatial Industry from all over the Asia Pacific Region converge in Melbourne. We have been offered promotion of WCIT at this event. Details are still to be firmed up however we would anticipate a position on their exhibition stand.

EIA (Electronics Industry Association)A relationship has been established with the EIA and they are currently exploring the possibility of sponsorship of WCIT. We are currently in the process of exploring promotional opportunities that the EIA can assist us with and we are confident that we will obtain maximum support and exposure.

Already the EIA have hosted an awareness breakfast for their members aimed at promotion of the World Congress.


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CISA (Community Information Strategies Australia Incorporated)Support has been engaged from CISA and they have offered the following:

Circulation of each edition of the WCIT 2002 electronic ezine to members and colleagues

The set up of a link from the CISA website to the WCIT 2002 website



An inclusion about WCIT in their newsletter “The Knowledge” which is distributed both electronically and in hard copy

In addition to the above, CISA will hold their 20 th Anniversary Dinner in August 2001, and have offered their assistance in promoting us at this event. They anticipate in excess of 300 guests in attendance.

IITAB (Information Industries Training Advisory Board)Initial contact has been made with IITAB however to date no official support has been offered. We are confident that we will engage their support and have access to their members for promotional purposes.

ACS (Australian Computer Society) Initial contact has been made with the ACS however to date no official support has been offered. We are confident that we will engage their support and have access to their members for promotional purposes.

SAIA (South Australian Internet Association)A relationship has been established with the SAIA and they have confirmed their commitment to support WCIT as follows:

Circulation of the WCIT e-zine newsletter on a regular basis to their 200 members

The set up of a link from the SAIA website to the WCIT 2002 website

Distribution of the WCIT 2002 registration brochure to their members


Information on upcoming events that SAIA are to be involved in, with potential opportunity to be promoted at each of these. This assistance requires further discussion

SAITATE (SA IT Enterprises) Initial contact has been made with the SAITATE however to date no official support has been offered. We are confident that we will engage their support and have access to their members for promotional purposes.

ATUG (Australian Telecommunications User Group)Initial contact has been established with ATUG on a national level and they have confirmed it is their intention to become involved with WCIT. As such support has been proposed by them as follows that would include South Australian contacts:

ATUG has an email broadcast system with its 2000 members and could communicate information to them regarding the event


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The set up of a link to the WCIT 2002 website from the ATUG website

Distribution of the WCIT 2002 registration brochure to 2000 members electronically


Various opportunities to show the WCIT 2002 video

AIMIA (Australian Interactive Multimedia Industry Association) Initial contact has been made with the AIMIA however to date no official support has been offered. We are confident that we will engage their support and have access to their members for promotional purposes.

Planned support from Austrade and Invest South Australia in South Australia

Invest South AustraliaInvest South Australia has a vested interest in the Congress through their staff’s efforts in winning the Congress for South Australia. The Congress is an ideal opportunity for them to showcase South Australia as an investment location and to expose and business match local companies to interstate and overseas companies.Invest South Australia will be fully briefed of Congress progress and have agreed to assist us with:

Access to their database of local South Australian ICT industry companies

Providing us with exposure to industry through their meetings, exhibitions, conferences and day-to-day dealings.

Providing us with media exposure and promotion when promoting SA as an investment location.

Assisting us with exposure in their overseas trade missions and Conference attendance.

Provision of resources for research and advice.

Invest South Australia have dedicated one fulltime person to coordinate a high level Business Matching program on the 2 days leading up to the WCIT (25 th & 26th February 2002) that will be held in Adelaide. This event is aimed at bringing in key buyers of ICT services from across Australia and Asia to match them with key ICT suppliers from Europe, USA and Australia. The format of the event will include seminar sessions together with one on one business matching.

AustradeInitial discussions have occurred with Austrade, and on a local South Australian level the following assistance has been confirmed:

Display brochures on WCIT in their foyer area

Enclose a WCIT brochure in information packs that are given to ICT related existing and potential clients

Inclusion of WCIT in their hard copy list of export events that is distributed

In addition to this, discussions are currently occurring with the National Director of Austrade. As their initial feedback is extremely positive, we are keen to engage further support on a local level.


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Other Marketing Activities plannedExporters ClubA relationship has been established with the Exporter’s Club, a South Australian member focused organisation devoted to helping SMEs. Since its inception in 1996 the Club has established a thriving and growing membership base and is helping companies export better and smarter through innovative delivery of export assistance and networking opportunities.

The Exporters Club have offered to promote WCIT 2002 to its 170+ member company base, many of which are ICT companies. This would include:

Regular circulation of the WCIT 2002 e-zine,

Inclusion of WCIT 2002 information in regular newsletters

There is also the potential for a speaking opportunity at a networking event and we are currently exploring this option further

Advertiser newspaperA formal request has been made to the Adelaide Advertiser, requesting use of their digital Countdown Clock located on the outside of their building on the main Adelaide city Street. This is envisaged to begin from 01 January 2001. As this clock was used previously as a countdown to the turn of the century and a countdown to the Olympics, it is well known and talked about. WCIT 2002 will receive good exposure from this.

AICD (Australian Institute of Company Directors)Initial discussions have occurred with the SA branch of the AICD, who have expressed a willingness to assist us. They currently have a local database of 1300 “C” level contacts.

UNITED STATESUnited States has a population of 276 Million and with the ICT market in 1999 spending over $740 billion, the ICT industry is one of America’s fastest growing industries. The US has been a good supporter of the World Congress in the past with over 1200 delegates to the 1998 congress and over 150 delegates to the congress in Taiwan. In 2002 we anticipate from 150-225 delegates to attend World Congress.

Planned support from the WITSA affiliated associationInformation Technology Association of AmericaThe ITAA (Information Technology Association of America) encompasses over 460 member companies from America’s largest corporations to the entrepreneurs. Because of its affiliation with WITSA it is anticipated that we will work very closely with its management in attracting speakers, sponsors and delegates. There are designated ITAA VPs attached to each market segment with whom we will work to establish appropriate involvement and these VPs will promote the Congress among their member organisations. The activity will be mainly on the East Coast.

ITAA management have agreed to assist us in our efforts to secure sponsors. A list of potential sponsors who are US based will be sent and qualified. They have also agreed to identify others we do not have on our prospect list and make contacts where appropriate. It should be noted however that ITAA do not want to dilute their own local sponsorship and therefore assistance will be minimal.


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Planned support from other ICT industry associations ITI (Information Technology Industry Council) ITI represents leading US providers of IT products and services. ITI members had worldwide revenues of more than US$460 billion in 1999, and employed more than 1.2 million people in the US. Due to its vast number of member companies, we anticipate the opportunity for widespread promotion and awareness throughout its members.

We will be contacting the ITI to establish whether or not they are prepared to assist in any way with our marketing and promotional activities.

Information Technology Industry Council This organisation will be contacted to establish whether or not they are prepared to assist in any way.

TIA (Telecommunications Industry Association)TIA is a full service national trade organisation with members of more than 1,000 large and small companies.

This organisation will be contacted to establish whether or not they are prepared to assist in any way.

SIIA (Software Information Industry Association)The SIIA consists of 1,200 member companies on a global level. The SIIA is the only trade association with a global reach that provides the software and information that underpin the digital economy. SIIA provides its members with a neutral business forum. Support from the SIIA would enhance the Congress profile to other delegate target regions.

This organisation will be contacted to establish whether or not they are prepared to assist in any way.

Planned support from Austrade and Invest Australia in the United StatesPeter Lewis heads the Austrade mission in San Francisco and he is very positive towards assisting the WCIT in any way he can. Sharon Thomas (marketing consultant) will work with him to identify events on the West Coast that could provide promotional opportunities and see that we gain maximum impact within the budget allocated for her services.

Planned support from trade and industry development bodies from that area stationed in Australia

The US embassy in Canberra will be contacted to assess the level of assistance that can be achieved and an action plan developed to optimise this help.


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Other Marketing Activities plannedFairfax County 1998 Experience 1998 Fairfax County hosted the World Congress on Information Technology. Fairfax County Economic Development Authority was a Pinnacle sponsor for WCIT 1998 and was very satisfied with their involvement.

WITSA has since established its permanent office and staff at the Fairfax County Economic Development Association and the FCEDA has been a sponsor for all WCITs since that event. The Fairfax County experience has raised a good deal of interest from local councils and regional development authorities and we will leverage this interest to gain sponsorship from those organisations through the use of Jerry Gordon in a tour to Australia.

In a tangible sense the FCEDA is a Gold Sponsor for WCIT 2002. The investment is broken up into $US30, 000 in cash and $US20, 000 in kind. The in-kind services are in the form of two sponsorship breakfasts to be held in Washington DC. One took place in January 2001 and the other in April 2001. The benefit of these events has proved to be marginal with little or no sponsorships likely to result.

At these events WCIT2002 has the opportunity of presenting the benefits of sponsorship of the 2002 event and developing the relationships with potential sponsors further. The FCEDA has also committed to help with negotiating one-off sponsorship arrangements with organisations with which they have a relationship.

West Coast Marketing Consultant Sharon Thomas has been engaged as a marketing consultant working part time under the direction of the CEO and the Marketing Manager of WCIT 2002. Activities undertaken will be in line with the strategies detailed in this marketing plan and Sharon is involved in its development. The primary focus will be to assist in securing sponsorship from companies headquartered in Silicon Valley (up to June 2001). In Quarters 3 & 4 of 2001 the focus will be on increasing awareness of the Congress and encouraging contacts to attend the event.

A draft-marketing plan will be developed and revised on an on-going basis with input from Sharon.

Southern US Marketing Consultant Paula Ivey, an experienced marketing consultant, based in Austin, Texas, has been retained under contract to assist with our marketing of the congress and obtaining sponsorship in the southern states of the US. Her objective is to secure $US250K in sponsorship as well as ensure 40-50 delegates for WCIT 2002 from the southern parts of the USA.

A draft-marketing plan will be developed and revised on an on-going basis with input from Paula Ivey.

Invest South AustraliaTwo senior representatives of the South Australian Department of Industry and Trade, travelled to the US in June 2001 with the objective of raising awareness and promotion of WCIT 2002.

Incentive Program SuggestionIt is planned to investigate an incentive program in conjunction With the ITAA Executive whereby if they achieve a quota of say 150 delegates, the ITAA will receive three complimentary registrations. Over and above this quota the ITAA will receive one extra registration per additional 30 delegates.


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JAPANJapan with a population of 125 million people has the world’s second largest economy. Japan’s ICT and related industries are suffering the same downturns as the rest of the world but the impacts do not seem as great as in the US.

Japan has been a good supporter of WCITs in the past with good attendances at the Fairfax County and Taipei Congresses. It is a major objective of this Congress to exceed 150 delegates from Japan.

Planned support from WITSA affiliated associationJISA (Japan Information Services Association)JISA is a strong industry association representing 347 companies and spanning the services, hardware and services sectors and has committed its support for the promotion of WCIT2002 in the following activities:

Promote the Congress in their regular membership forums and to encourage attendance at WCIT 2002 within their membership

Provide appropriate speaking opportunities for WCIT 2002 management at their key events

John Gygar to present at the annual JISA meeting – Tokyo, May 2001

Other events to be planned in 3Q01 and 4Q01

Distribute the regular e-Zine publication electronically to its membership Distribution of other marketing collateral as appropriate

Facilitate contacts in the ICT Hardware association

Provide a link to WCIT 2002 website on the JISA Home Page

Provide input how to package the congress to make it attractive to Japanese delegates

Affixing small WCIT 2002 logo stickers to all outgoing correspondence

The WCIT Secretariat has developed strong relationships with the JISA Secretariat (especially Junko and Mr Yamada) who will be valuable resources going forward. The decision to base the ASOCIO Secretariat in Tokyo will also be used as a point of contact for organisations in that group. Once the Secretariat has been appointed relationships will be developed and utilised.

Planned support from other ICT industry associationsThere is considerable overlap between the memberships of the JISA and JEDA associations.

Mr Yamada is committed to promoting WCIT2002 through his connections within these associations.

The vast majority of target delegates will be covered by these associations.

Planned support from Austrade and Invest Australia in JapanThe Japanese Embassy in Tokyo is committed to assisting in our promotional efforts and a plan to have the Ambassador host two special dinners at the Embassy is being developed.


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An initial mailing to approximately 750 Japanese companies would be followed up with targeted invitations to 10-12 companies for each of these dinners where there will be a short presentation on the congress as well as encouragement from the Ambassador and local identities.

Austrade offices in Japan will also contribute to these events via assistance with the mailing list, local contact to the targeted companies to come to the dinners and other high level intelligence on possible attendees.


JETRO (Japanese Export Trade Organisation) JETRO has an office in Melbourne and is committed to assist in the promotion of WCIT2002. We will be meeting with their representative to develop an activity plan that will use the influence of this organisation to motivate Japanese organisations to come to Adelaide for the Congress.

The initial plan is to have a letter of support from the JETRO CEO included in the Mail-out planned for August.

Other marketing activities plannedThe following activities are also planned during the lead-up to the Congress:

A meeting has been held with Robert Gumley, SA’s representative in Tokyo. He is committed in helping in any way possible and this will include the following:

Assistance in the compilation of mailing lists

Co-ordination with the Australian Ambassador in the holding of two events at the Australian Embassy

Assistance with the distribution of a direct mail shot to Japanese businesses

Eric Olsen (an Adelaide businessman who has good contacts in Japan) has offered his services to assist with the strategising of our efforts in Japan. Initial discussions have occurred.

The WCIT 2002 promotional video will be dubbed in the Japanese language for use in presentations in Japan. A number of copies of this video will be left with JISA to use as appropriate.


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TAIWANTaiwan has a population of 2.6 million and is gradually liberalizing its economy, by opening an increasing range of sectors to foreign participation. The most significant economic event for Taiwan in the next year is considered to be the accession to the World Trade Organization. Over the medium to long term, this accession is expected to lead to new business opportunities, including in the field of ICT.

Taipei was the destination for WCIT 2000 attracting 1600 delegates of which 650 came from Taiwan. There is ongoing communication with the organizers of this event, Arthur Hwa and David Chang. They attended the Global Info Sec Summit and the WITSA meeting in Adelaide, March 2001.

We are aiming for 60-100 delegates from Taiwan. This reflects the residual interest in being involved and the fact that Taiwan remains a major manufacturing base for the ICT industry.

Planned support from the WITSA affiliated associationDiscussions have been held with CISA (Information Service Industry Association of China) the local WITSA affiliate and the following assistance has been established:

Circulate our e-zine to their members, but would prefer if it could be delivered in Chinese

Link their website to ours.

Send 500 copies of the registration brochure to their members

Affix our sticker to some of their mailings

Consider the idea of putting a Taiwan showcase together

Work with Austrade to support a local launch/reception about the congress. We have offered to provide collateral materials and a congress spokesperson for this occasion.

Planned support from other ICT industry associations No contact as yet has been established with other ICT associations in this region.

Planned support from Austrade and Invest Australia in TaiwanDiscussions have been held with Tom Yates the Australian Trade Commissioner, who is very supportive. He wants to ensure that any support they provide is in line with Austrade’s overall approach being coordinated via Canberra. Subject to the outcome they would organize a reception in Taipei for local IT and business people. Due to costs this would probably be a morning not an evening event. He is thinking of about $5000.

He cautions that any invitation to Dr Ma the Taipei mayor would need to be run past DFAT to ensure compliance with Australian foreign policy on Taipei/China etc

An approach has also been made to Phoebe Chen the Invest Australia representative in Taipei but with nothing yet concluded.


No contacts made yet in this area.


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Other Marketing Activities planned Research into other ICT events and exhibitions in Taiwan where we may be able to

promote.

Research into ICT and general media, which could be disposed to run press releases, perhaps as a follow up to WCIT 2000.

MALAYSIAMalaysia has a population of 20 million, and is emerging as a largely ICT orientated country. PIKOM (Association of the Computer and Multimedia Industry of Malaysia) with 370 members is the trade association representing the ICT industry in Malaysia, which commands about 80% of the total ICT trade in Malaysia.

Previously Malaysia has supported the World Congress with 70 delegates attending the 2000 Taipei event. We believe this relatively large delegation was prompted by the fact that there was a prominent Malaysian on the programme, Tari Sri Dato Dr. Othman Yeop Abdullah. We are hopeful to attract from 10 to 80 delegates to WCIT 2002.

Planned support from the WITSA affiliated associationDiscussions have been held with PIKOM (Association of the Computer and Multimedia Industry Malaysia), and support has been engaged as follows:

Link their website to ours

Distribute approximately 1000 brochures to PIKOM functions

Affix our sticker to some of their outgoing correspondence

Promote a Malaysian delegation, similar in concept to what they did for Taipei 2000

Introduce prospective sponsors

Planned support from other ICT industry associations No contact yet with any other associations has been established.

Planned support from Austrade and Invest Australia in MalaysiaThere is an Austrade office in Kuala Lumpur but no contact with them yet.

SA Government also has an office there, Mr Eric Hoo.

Planned support from other trade and industry development bodies MATRADE the Malaysian Export Trade Development Corporation assists Malaysian companies wishing to develop markets in Australia. No contact yet.

Other Marketing Activities planned Research into other ICT events in Malaysia where we may be able to promote

Research into ICT and general media which could be disposed to run press releases.


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SINGAPORESingapore, with a population 2.8 million, is perceived, by some, as the most economically successful and prosperous country of South East Asia. A key factor in Singapore’s consistently strong economic performance has been the Government’s embrace of free trade.

Foreign investment is actively courted and multinational companies have played key roles in Singapore’s development. Singapore offers a range of investment incentives, designed to attract foreign investors into selected industry areas and encourage exports. Among Singapore’s major industries are electronics and biotechnology.

Previously Singapore has been a supporter of the World Congress in delegate attendance, however on a small scale in Fairfax County with just 5 delegates. In Taipei 2000, numbers grew to 43, which could be largely contributed to the close proximity of Singapore to Taipei.

We are hoping to attract 40 delegates from this region to attend the 2002 event, primarily due to our efforts in this region together with the relatively close distance from Singapore to Australia.

Planned support from the WITSA affiliated associationThe SITF (Singapore Information Technology Federation) have been approached and a relationship has now been established with support being offered to WCIT 2002. Details have now been firmed up as to the level of assistance and we will be receiving the following:


The set up of a link of the WCIT 2002 website to the SITF website



Monthly networking events are held in Singapore by the SITF and they are willing to promote us at these.

A speaking opportunity and personal introduction to members for a WCIT 2002 representative travelling to Singapore. A suggested good time of year for this would be September or October 2001.

The SITF have also expressed an interest in taking up a booth at WCIT 2002 and we are exploring this option.

Planned support from other ICT industry associationsThe SFCI (Singapore Federation of the Computer Industry) have been approached however to date no assistance has been pledged. We would anticipate however the following areas of support:


The set up of a link of the WCIT 2002 website to the SFCI website

Advising us of any conferences or activities that they would be involved in between now and 2002 where an opportunity would exist to show the WCIT 2002 promotional video or a speaking opportunity that may exist.


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Planned support from Austrade and Invest Australia in SingaporeThe International SA representative based in Singapore, whose responsibility is to promote South Australia throughout Singapore, has been contacted and has been extremely positive in reply to our requests. On a recent visit to Adelaide, the importance of our event was urged and subsequently support will be extremely forthcoming. Regular updates on the event have been requested to assist with promotion. Further liaison will continue to uncover the specific ways in which assistance will be engaged.


Relationship established with International South Australia, a business unit of the Department of Industry & Trade who have an SA Trade Office in Singapore. Their role is both investment attraction from that region to South Australia together with export of South Australian companies to these regions. Support has been engaged as follows:

An information package on WCIT 2002 sent to Singapore for the purpose of the trade office promoting WCIT as appropriate opportunities exist

Circulation of WCIT 2002 e-zine where appropriate to their relevant contacts in Singapore

UNITED KINGDOMUnited Kingdom has a population of approximately 60 million with an advanced ICT culture and industry.

The UK’s ICT and related industries are suffering the same downturns as the rest of the world but with minimal manufacturing capacity, it is expected to fare better than those countries with extensive manufacturing capabilities.

The UK has not been a good supporter of the World Congress in the past with poor attendances at the Fairfax County and Taipei Congresses. A major objective of WCIT2002 is to more than double the number of delegates from that country, and we anticipate from 20 – 50 in attendance. A major leverage strategy is to work with the “Encounter 2002” committee to incorporate an ICT industry component and achieve a significant ICT trade mission.

Planned support from the WITSA affiliated associationThe Computing Services And Software Association (CSSA) is a strong industry association representing 700 companies and spanning the services, and software sectors. CSSA has committed its support for the promotion of WCIT 2002 in the following activities:

Promote the Congress in their regular membership forums – encourage attendance

Provide promotional opportunities for WCIT 2002 management at their key events

John Gygar to attend the annual TechMatch event

Presentation opportunity at the EISA Executive Meeting – May 2001

Others still to be finalised


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Distribute the regular e-Zine publication electronically to its membership

Distribution of other marketing collateral as appropriate

Provide a link to WCIT 2002 website on the CSSA Home Page

Provide input how to package the congress to make it attractive to British delegates

The WCIT 2002 Secretariat is developing strong relationships with the CSSA Secretariat (especially Laurence Harrison) who will be a valuable resource going forward. The CSSA President (John Higgins) also expressed his support and his commitment to attract as many delegates as possible

Planned support from other ICT industry associationsFederation of Electronics IndustriesA meeting was held with the Manager of the ICT and Telecoms section of the FEI with positive results. Tom Wills-Sandford was supportive and he agreed to promote the Congress where appropriate and to distribute our e-Zine to his membership.

InterforumThis organisation is a government funded, non-profit advisory body to government and industry. They focus on industry development programs and thought leadership within the industry. They have an extensive distribution list, which they will use to distribute our e-zine.

Planned support from Austrade and Invest Australia in the UKAustrade offices are located in the Australia Centre in London along with the trade development offices of a number of other Australian States. Austrade has expressed their support in arranging meetings with key people as well as keeping us apprised of coming Austrade ICT events.

A South Australian Agent General (Maurice de Rohan) is located in London who has been very supportive in promoting WCIT 2002. A number of activities are planned to be sponsored by his office and held for key contacts in London and other European countries:

Dinner in Paris for invited guests in association with SETI

Luncheon to be addressed by the South Australian Premier in London (June 2001)

Agent General staff promoting WCIT 2002 via presentations to appropriate groups

Others to be developed and finalised

Planned support from trade and industry development bodies from the UK stationed in Australia

UK trade missions are located in most Capital Cities in Australia. Adelaide has a British Consul (Vic Warrington) who has been very helpful in promoting WCIT 2002 in his home country and assisting with the obtaining of funding for sponsorship.

He has also been assisting with contacts for key business and political leaders in the UK. We will continue to leverage this relationship.


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Other marketing activities plannedThe following activities are also planned during the lead-up to the Congress:

Work with the Manchester Industry Development Association (MIDAS)

Continue conversations with “Locate on Kent” who have expressed interest in being a Sponsor

HONG KONGHong Kong has a population of around 7 million. It is a major international and regional finance centre and arguably the freest economy in the world. It is the world’s tenth-largest trading economy, a major international banking centre and the base for some of the region’s most important corporate headquarters. It is also a major provider of services to China and the East Asian region.

Over the last 20 years the make up of the Hong Kong economy has undergone a fundamental change as manufactures have taken a back seat to services. The service sector employs around 80 per cent of Hong Kong’s 3.4 million work force and predominates over manufacturing as the fastest growing and largest contributor to GDP. Despite this, manufacturers still account for the bulk of Hong Kong’s total goods and services exports. Manufactures actually produced in Hong Kong are largely specialised, high value-added and technology-intensive products such as computers, electronic parts and components, special industry machinery, optical and photographic equipment.

Previously Hong Kong has been a supporter of the World Congress in delegate attendance, however numbers were below 5 until the 2000 event in Taipei where 321 delegates attended. The short distance of travel from Hong Kong to Taipei would be the major contributing factor here.

In 2002, our objective is to achieve 30 plus delegates form Hong Kong and our marketing efforts in this area in the lead up to the event will ensure this number is achieved.

Planned support form the WITSA affiliated associationHKITF (Hong Kong Information Technology Federation) is a dynamic organisation, which comprises all of the major hardware, and software vendors together with many of the ICT related service, training, systems integration and consultancy companies and represents in its members influential organisations and committees.

Contact has been made with the HKITF, however to date no formal assistance has been engaged. We are seeking support from them as follows:


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The set up of a link of the WCIT 2002 website to the HKITF website


The affixing of small WCIT 2002 logo stickers (that we would provide) to all outgoing correspondence

Advising us of any conferences or activities that they would be involved in between now and 2002 where an opportunity would exist to show the WCIT 2002 promotional video ort a speaking opportunity that may exist.

Planned support from other ICT industry associationsThe ASOCIO Association in this region is the ISIA (Information and Software Industry Association). We have made initial enquiries into the level of assistance they would be willing to provide us however to date no commitment has been made.

Planned support from Austrade and Invest Australia in Hong KongInitial contact has been made with Austrade in Hong Kong however to date no support has been offered.

The International SA representative based in Hong Kong, whose responsibility is to promote South Australia throughout Hong Kong, has been contacted and we are currently waiting on official correspondence from them to determine what support will be provided to WCIT. Areas of support already discussed however are as follows:

Distribution of the WCIT 2002 e-zine to their database

Promotion at all times at one on one meetings they conduct

Keeping us informed of any events that arise where networking opportunities exist for WCIT 2002. It may be worthwhile to have a physical presence at these


Relationship established with International South Australia, a business unit of the Department of Industry & Trade who have an SA Trade Office in Hong Kong. Their role is both investment attraction from that region to South Australia together with export of South Australian companies to these regions. Support has been engaged as follows:

An information package on WCIT 2002 sent to Hong Kong for the purpose of the trade office promoting WCIT as appropriate opportunities exist

Circulation of WCIT 2002 e-zine where appropriate to their relevant contacts in Hong Kong

Other Marketing Activities plannedThere has been an initial discussion on a potential trade delegation coming to Adelaide for the WCIT 2002. It is not yet confirmed, and we are currently working towards securing this.


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INDIAIndia with a population over 900 million, has an annual ICT industry growth rate of 50%, and in their fiscal 1999 / 2000 year earned US $5.7 billion in revenue. It is believed that the software industry in India will provide the necessary impetus for growth of education, employment, entrepreneurship and economy in India.

India is emerging quickly as a leader in the field of software engineering and web based services. India’s own competitive advantage in the software business is being known as cost effective, world class quality, high reliability and rapid delivery. India is perceived as a nation where more and more multinational companies are outsourcing their software requirements to retain competitive advantage. In 1999 / 2000 more than 185 Fortune 500 companies outsourced their software requirements to India, and these included companies such as Pentasoft Technologies, IBM, HCL, I-Flex and Tata Infotech.

Previously India has been a supporter of the World Congress in delegate attendance, however on a small scale as seen at the Taipei event with less than 20 delegates, and Fairfax County with 28 delegates.

We are hoping to attract between 30 - 75 delegates from this region to attend WCIT 2002, which could include a trade mission.

Planned support from WITSA affiliated associationNASSCOM (National Association of Software and Service Companies) has a strong support of 800 member companies who represent 95% of the revenue of the ICT software industry of India.

A relationship has been established and NASSCOM have been engaged to support the promotion of WCIT 2002 in the following activities:

Circulation to its members of each edition of the WCIT 2002 e-zine and other suitable promotional material electronically

Setting up a hyperlink from the NASSCOM website to WCIT 2002 site

The hard copy distribution of the WCIT 2002 registration brochure to its member companies

The affixing of small WCIT 2002 logo stickers on outgoing correspondence

Planned support from other ICT industry associationsCSI (Computer Society of India) is the largest association of ICT professionals in India and currently stands at 18,000 members. The purpose of CSI is scientific and educational directed towards the advancement of the theory and practice of computer science, computer engineering & technology, systems science and engineering and information processing.

A direct relationship has not been established with the CSI by WCIT 2002, as the Indian Austrade representative has offered to act as the contact on the ground in India for WCIT with the CSI. Support will include the following activities:

Circulation to its member database of each edition of the WCIT 2002 e-zine


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Planned support from Austrade and Invest Australia in IndiaAs a solid relationship has been established with the Austrade representative in India, the following support has been engaged:

Providing WCIT 2002 a list of relevant Indian ICT publications including contact names where an inclusion of a WCIT 2002 media release would be most beneficial

Distributing WCIT 2002 hard copy promotional material at various events, meetings etc

It is understood that a trade delegation to India prior to the World Congress is being planned. Promotional opportunities will be maximised through WCIT’s representation at this. It will be scheduled for either September or December of 2001 and WCIT 2002 are currently working with Austrade to ensure we are included in the visit.


Relationship established with International South Australia, a business unit of the Department of Industry & Trade who have an SA Trade Office in India. Their role is both investment attraction from that region to South Australia together with export of South Australian companies to these regions. Support has been engaged as follows:

An information package on WCIT 2002 sent to India for the purpose of the trade office promoting WCIT 2002 as appropriate opportunities exist

Circulation of WCIT 2002 e-zine where appropriate to their relevant contacts in India

Other Marketing Activities plannedThe following activities are also planned during the lead-up to the Congress:

“ennovation meeting“ scheduled to be held in Lille, France 30/31 May to 1 June 2001, where it is believed a trade delegation of 50 from India will be in attendance

An ASOCIO Meeting has been scheduled for December 2001 in India and WCIT will have a physical presence at this

A visit to India by John Gygar is being planned and it is envisaged this will occur in September 2001 in conjunction with the WITSA Meeting in South Africa. During this visit a meeting will be scheduled with the Indian ICT Minister, together with presentations to approximately 75 guests scheduled in the following regions:

Bangalore

Delhi

Bombay

Tobby SimonTobby Simon has been engaged as a marketing consultant based in India to represent WCIT 2002. His objective is to secure $US200, 000 in sponsorship as well as securing from 30 – 75 delegates attending the event from this region. In addition Tobby will assist WCIT with press exposure and work towards securing Naranya Murthy as a speaker for the event.


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SOUTH KOREA South Korea has a population of 22 million

18 came from S Korea to Taipei.

We are aiming for 10-40 for WCIT 2002

Planned support from the WITSA affiliated associationWe have written to the director of the Korean ICT federation with the same request which went to other affiliates. We have tried to contact him several times by phone but no contact yet.

Planned support from other ICT industry associations At this stage no other ICT industry associations have been identified in South Korea. In this instance we will be relying on the local WITSA affiliate to provide us with alternate associations that we can approach.

Planned support from Austrade and Invest Australia in South KoreaThere is an Austrade office in Seoul, but no contact has been made as yet. We are however confident that once a relationship has been established, support will be forthcoming.


No contacts made yet in this area.

Other Marketing Activities plannedSimon Kangsoo Lee from Kozline Pty Ltd in Sydney visited Rob Durie late May in connection with a trade mission from Korea to Australia, July 2001. We are trying to contact him to discuss how and if he can help us get Korean interest in WCIT 2002.

CHINAChina has a population of 1.2 billion and a growth rate of 0.9%. It has made impressive progress on its transitionary path to a market based economy since economic reform began in 1978. Almost all Chinese have benefited from a rise in income levels and living standards, and Australian companies have benefited from the opening up of Chinese markets. The opening up of China’s economy has made it an increasingly important part of the global economy.

Domestic and international telephone services are increasingly available for private use, an unevenly distributed domestic system serves principal cities, industrial centres, and many towns. Consumer electronics and telecommunications are amongst the main industries making up the China economy.

Previously China has been a supporter of the World Congress. In Fairfax County 1998, delegates in attendance were 55 however in 2000 only 17 delegates attended the Taipei event from mainland China. There were however 817 delegates from Taiwan itself.

We are aiming to attract 25 plus delegates to the 2002 event. This is based on recent success at the 2000 event, together with the close proximity of this region to Australia and due largely to our marketing efforts in the area.


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Planned support from the WITSA affiliated associationThere is no WITSA affiliated association in China. The CISA (Information Service Industry Association of China) is based in Taiwan and focus its activities on that country.

Planned support from other ICT industry associationsBSIA (Beijing Software Industry Association)Regular approaches have been made to the BSIA however to date no response has been received.

CSPA (Chinese Software Professionals Association) Regular approaches have been made to the CSPA however to date no response has been received.

CITA (Chinese Internet Technology Association)Regular approaches have been made to the CITA however to date no response has been received.

In respect to these three associations we will continue our efforts in establishing a relationship and are confident that support for WCIT 2002 with be forthcoming.

Planned support from Austrade and Invest Australia in ChinaThere are three International SA representatives based in China (Shanghai, Jinan and Beijing), whose responsibility is to promote South Australia throughout China. We have made contact with each and they are currently determining what support will be provided to WCIT. We are confident that support will be forthcoming.

Contact has been established with Austrade in China, however no support to date has been offered. We are confident that assistance will be forthcoming.


Relationship established with International South Australia, a business unit of the Department of Industry & Trade who have an SA Trade Office in China. Their role is both investment attraction from that region to South Australia together with export of South Australian companies to these regions. Support has been engaged as follows:

An information package on WCIT 2002 sent to China for the purpose of the trade office promoting WCIT as appropriate opportunities exist

Circulation of WCIT 2002 e-zine where appropriate to their relevant contacts in China

Other Marketing Activities planned Representation including segment of Lord Mayor’s speech dedicated to WCIT 2002 during

an Asia Pacific Lord Mayors meeting prior to Business Mission trade delegation, end of May 2001.

Business Mission trade delegation to China led by Adelaide Lord Mayor to Shanghai, Chengdu and Dalian, end of May 2001. Opportunities will include the following:

Article on WICT 2002 in handout booklet being produced by Adelaide City Council and will include a translation of text into Mandarin

Handout of WCIT 2002 promotional material at series of educational seminars throughout trip. Numbers in attendance will be approximately 200 in total


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GREECEPreviously Greece has been a consistent supporter of the World Congress. In Fairfax County 1998, delegates in attendance were 6 and in 2000 10 delegates attended the Taipei event

We are aiming to attract 40 delegates to the 2002 event. This is based on Greece having been selected as the destination for the 2004 World Congress.

Planned support from the WITSA affiliated associationSEPE (Federation of Hellenic Information Technology Enterprises)Members of SEPE are hard and software distributors, software developers and or consultants. SEPE dialogues with EU, WITSA, EISA, ITU and World Commerce Organisation.

As host of WCIT 2004, Greece should sponsor 2002 and send a delegation. At Taipei in 2000, WCIT 2002 was a Gold Sponsor and sent 49 delegates.

John Gygar met with Andreas Kitrilakis who is committed to supporting WCIT 2002. This management structure should be finalised by mid June 2001 when a more meaningful relationship can be established.

SEPE will support WCIT 2002 in the following ways:

Commitment to circulate each edition of the e-zine amongst members

Hyperlink from their Website to WCIT 2002 Site


Distribution of hard copy registration brochures

Organise a trade delegation of Greek ICT businesses to come to Adelaide

in conjunction with WCIT 2002

OTHER TARGET REGIONS

FRANCESyntec InformatiqueA relationship has been established with Syntec Informatique (WITSA affiliated association) and the following support has been engaged:

Representation at SETI in Paris, May 2001

E-zine to be distributed to their 368 members

Two senior representatives of the South Australian Department of Industry and Trade, travelled to France in June 2001 with the objective of raising awareness and promotion of WCIT 2002.


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MEXICOAMITIContact has been established with AMITI (WITSA affiliated association) and support has been engaged in the following ways:

Commitment to circulate each edition of the e-zine amongst Its members

Showing the WCIT 2002 promotional video at their next event “Mexico in the IT&C Era Contest”.


Distribution of approximately 200 hard copy registration brochures


CANADAITACContact has been established with ITAC (WITSA affiliated association) and support has been engaged by their agreeing to forward the WCIT 2002 e-zine to their 1300 members on a regular basis.

In addition John Gygar attended Softworld in Halifax, Sept 2000 and a presence is planned at Softworld September 2001 to be held in Vancouver.

Two senior representatives of the South Australian Department of Industry and Trade, travelled to Canada in June 2001 with the objective of raising awareness and promotion of WCIT 2002.

SOUTH AFRICAIISAContact has been established with the IISA (WITSA affiliated association) and support has been engaged in the following ways:

Commitment to circulate each edition of the e-zine amongst Its members


With their quarterly industry magazine

Providing us a speaking spot at the Global Public Policy Summit – 10-11 September 2001



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OTHER AREAS OF SUPPORT WITSA

Harris Miller, Kimberley Claman and Anders Halvorsen have all been helpful in the lead up to the Congress. Specific areas of assistance will be:

Liaison Point Point of liaison with the ITAA

Point of escallation when assistance is needed with specific country associations

Point of liaison with the Greek association – especially in securing sponsorship

EISA & ASOCIOThere are two other regional organisations that can be of assistance. We plan to have visibility (presentations where possible) at most of their executive meetings during the lead up to WCIT 2002.

Both the ASOCIO meeting in Seoul and the EISA meeting in Paris proved to be worthwhile promotional activities for raising awareness and enlisting support.


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12. MARKETING ACTIVITIES SUMMARYThis summary combines the Activities scheduled above. It is not exhaustive and will be reviewed on a continual basis. If an action proves unsuccessful It will be analysed and appropriate remedial action will be taken. This section of the Marketing Plan is in a continual state of development, and will change constantly up until the event.

First Quarter 2001 (Jan, Feb, Mar) FACE TO FACE

DATE ACTIVITY & DESCRIPTION AND BENEFIT OF INVOLVEMENT REGION RESPONSIBILITY

January FCEDA Sponsored Breakfast Washington DC John Gygar / FCEDA

February Invest Australia Briefing USA Sharon Thomas

February NSW AIIA Exec Committee meeting presentation Sydney John Gygar

February / March Singapore Asia Business Association Meeting USA Sharon Thomas

March Austrade Investment Commission Team Meeting USA Sharon Thomas

March WITSA Exec Committee Meeting and Global Policy Summit Adelaide John Gygar / WITSA

March AIIA Gala Ball – Co sponsor Adelaide Various

March SIIA Annual Conference USA Sharon Thomas

March Brisbane AIIA meeting Brisbane John Gygar

March WCIT 2002 The Countdown – 1 year to go Adelaide Natasha Grant

March Perth AIIA Presentation Perth John Gygar

MEDIA / PR


March

WITSA meeting promo – contact relevant media to let them know of visit, gauge interest, set up interviews where possibleDraft media alert for television

Adelaide Capital PR

March Develop plan of who to target for WCIT logo on their websites…secure agreement Adelaide Ruth Morris

March Development of WCIT 2002 promotional video to be used at presentations to sponsors Adelaide ICMS

March Develop media/promotional plan USA ICMS/ Capital PR

March Develop list of target journalists and publications relevant to WCIT and Its sponsors Sydney Capital PR

March Leverage media Opportunities from “Countdown to Congress” function Sydney/ Adelaide Capital PR

March Draft media kit in preparation for media interviews Sydney Capital PR

March Media training for key spokes people in WCIT2002 Adelaide/ Sydney Capital PR

MarchMeet With PR representatives from sponsors, government, etc to discuss best way to leverage the relationship

Adelaide/ Sydney Capital PR /Natasha Grant

March Review relevant features coming up in the print media Sydney Capital PR

March Article in the Playford Centre fortnightly newsletter Adelaide Natasha Grant

WEBSITEDATE ACTIVITY & DESCRIPTION AND BENEFIT OF REGION RESPONSIBILITY


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INVOLVEMENT

March Post Ezine #3 Adelaide Ruth Morris

MarchWeb developer appointedImplementation of a link from the Austrade and Invest Australia websites to WCIT 2002

Adelaide Ruth Morris

PRINT / EMAILDATE ACTIVITY & DESCRIPTION AND BENEFIT OF

INVOLVEMENT REGION RESPONSIBILITY

January – March Continuing development of mailing lists Adelaide Ruth Morris

February Mailout to all local Councils detailing Congress and requesting their involvement Adelaide ICMS/Natasha Grant

February Mailout to all Embassies and Diplomat officials detailing Congress and requesting their support Adelaide ICMS/Natasha Grant

OTHER


January - March Work With Taiwanese Austrade office to get a list of suitable events at which to promote WCIT2002 Taiwan John Gygar

January - MarchApproach international WITSA association eg. EISA to request support. Laurence Harrison of EISA offered assistance at WITSA meeting

Sydney Natasha Grant/ ICMS

MarchDiscussions With Austrade (Peter Lewis) in SFO – need to get list of Austrade events for 2001 and plan appropriate representation

USA John Gygar/ Sharon Thomas

March Discussions With US trade mission in Canberra - list of events for 2001 and plan appropriate representation USA John Gygar/ Sharon

Thomas

March

Vic Warrington, British Consulate Adelaide to assist With securing the UK trade mission to coincide With WCIT2002. SA Agent General in London (Maurice de Rowan) also to assist

United Kingdom John Gygar


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Second Quarter 2001 (Apr, May, Jun) FACE TO FACE


April Exposure at the AIIA iBriefing Participants to include key industry leaders, government and the media. Canberra AIIA / Natasha Grant

April Key supporters lunch to be organised by the SA Trade Office (MdR) - SETI London John Gygar/MdR

April Attendance at RSA Conference USA Sharon Thomas

April FCEDA sponsor breakfast #2 Washington DC John Gygar

April Adelaide Sister City delegation to Austin, Texas. Participate in all relevant activities to promote WCIT Austin John Gygar

April Present to Austin Software Development Council lunch Austin John Gygar

April / May CSSA Annual Conference – Techmatch London John Gygar

April / May Exposure of WCIT by Senator Alston on his Trade Mission to the Middle East

UAE /Saudi Arabia / Egypt / Turkey AIIA / Natasha Grant

May Representation at “now2001” (CeBit event) Sydney Ruth Morris / AIIA

May Representation at CISA “Where’s the IT in the Community” seminar Adelaide Natasha Grant

May Representation at Adelaide Lord Mayors Business Mission to China

Shanghai/ Dalian/ Chengdu Natasha Grant

May Attendance at Australian High Tech Tour San Francisco Sharon Thomas

May Attend Australian American Chamber of Commerce & consulate Event San Francisco Sharon Thomas

May Electronics Industry Association – WCIT 2002 promotional breakfast Adelaide Natasha Grant

May Representation at SETI 2001 in Paris, trade exhibition – booth operated on our behalf Paris John Gygar/ Maurice

de Rohan

May Presentation JISA annual meeting Tokyo John Gygar

May / June Ennovation Meeting in France Lille John Gygar

JuneWCIT 2002 promotional event “World of IT coming to Adelaide - Be in IT”. In conjunction with the SA IT Council

Adelaide Natasha Grant

June EISA meeting in Paris Paris John Gygar

June South Australian Premier’s Lunch London Paris

Lyn Tuit / Natasha Grant

June Attend Asia Silicon Valley Connection – networking event San Francisco Sharon Thomas

June Host existing & potential sponsors to “Women in Management” luncheon Adelaide Natasha Grant / Ruth

Morris

June ITAA annual Meeting (40th anniversary) – 200-300 people in Florida USA ITAA

June Attend Churchill Club networking event San Francisco Sharon Thomas


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MEDIA/ PR


April / June Media releases to announce speakers – set up interviews where possible Sydney Capital PR

April / June Media release to announce major sponsors where relevant Sydney Capital PR

May Article to appear in AIIA journal Canberra Capital PR

May Media exposure in AFR for WCIT 2002 CEO Sydney Capital PR

May Media exposure in AFR for Minister Armitage Sydney Capital PR

May Media Release – outlining how mNet will work with WCIT 2002 Australia wide Capital PR

Early June Interview opportunities with WCIT CEO – media lunch Adelaide John Gygar / Capital PR

June

Announcement of Key Note Speaker. Press release signed by Premier Olsen to 80 contacts and video (beta)– NZ, Asia Pacific, Australia. Includes radio, television, daily papers. Also to include international news wire.AFR to do story. Use of WITSA associations

Global Capital PR

June Article in SA News Brief to announce launch of new Website, electronically distributed Adelaide Capital PR

June World Congress Industry Comment – on relevant topic Canberra AIIA / Capital PR

Late June Interview opportunities with WCIT CEO – media lunch Sydney John Gygar / Capital PR

WEBSITE


April Post Ezine #3 Adelaide Ruth Morris

May Provisional business / social program information online Adelaide Ruth Morris/ ICMS

PRINT / EMAIL


April Direct mail to over 300 companies for sponsorship acquisition Global Robert Debelle

May Distribute Ezine #3 Global ICMS

June or July Completion of Registration brochure and despatch Global ICMS


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OTHER


April

Complete approaches to other Australian national and SA ICT associations, secure their support, offer copy for their journals, explore presentation Opportunities at their conferences, set up Website links


AprilComplete approaches to USA ICT associations, secure their support, offer copy, explore presentation Opportunities and Website links

USAJohn Gygar / Sharon Thomas / Natasha Grant

Third Quarter 2001 (Jul, Aug, Sep)FACE TO FACE


July Exposure at AIIA launch of the iAwards Canberra AIIA / Capital PR

July Exposure at the AIIA iBriefing – Participants include key industry leaders, government and the media Melbourne AIIA / Natasha Grant

August Hosting of “200 days to go Celebration” Adelaide Natasha Grant

August Attendance at SEA Annual Conference Canberra Natasha Grant

August CISA 20th Year Celebration – opportunity to promote WCIT 2002 Adelaide Natasha Grant

September City to Bay Fun Run – involve team & sponsors as a PR exercise Adelaide WCIT 2002 team

September Participation in the AIIA Software Showcase Sydney AIIA / Natasha Grant

September Attendance at Networld + Interop 2001 in Atlanta USA Sharon Thomas

September WITSA executive committee meeting, Global Policy Summit South Africa John Gygar

September Presentations to Indian IT Associations in Bangalore; Bombay and Delhi India John Gygar

SeptemberRepresentation at World Stage SA – Adelaide Convention Centre grand opening. Banner hang & brochure hand out


September Delegate attraction event. WCIT 2002 attendance at. India Tobby Simon

September or December

Attend Austrade Delegation planned to India. Participate in all relevant activities to promote WCIT India John Gygar

September Co sponsor Adelaide Business event – still to be determined Adelaide Natasha Grant


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MEDIA/ PR


July / August / Sept

1 page dedicated to WCIT 2002 in each AIIA Bulletin (on a fortnightly basis) Australia wide AIIA / Capital PR

July / August / Sept

Review relevant features, send material/set up interviews where appropriate Sydney Capital PR

Early July Media release on finalisation of program and distribution of Registration brochure Sydney Capital PR

July Promotion on airline in-flight video / magazine in conjunction with DIT Australia wide Ruth Morris / ICMS

July Possible opportunity for feature in Adelaide Advertiser – Money / IT section. Feature on Web Designers Adelaide Capital PR

JulyExecutive Committee involvement for delegate acquisition. To include articles in their companies Annual Reports / Newsletters

Australia wide John Gygar

July Launch new WCIT 2002 web site / video / registration brochure Australia wide ICMS

July / August Opportunity for promotion of WCIT 2002 at launch of AIIA new website Canberra AIIA / Capital PR

Early August Interview opportunities with WCIT CEO – media lunch Adelaide John Gygar / Capital PR

August Possible opportunity for feature in The Courier Mail –“Courier Mail IT Show” feature Australia wide Capital PR

August Possible opportunity for feature in The Australian – “SA Smart State” feature Australia wide Capital PR

August Possible opportunity for feature in The West Australian –“Communications & Technology” feature Western Australia Capital PR

August Segment about WCIT 2002 including CEO to appear on Directions SA Adelaide ICMS

Late August Interview opportunities with WCIT CEO – media lunch Sydney John Gygar / Capital PR

August / September

PR opportunity at handover gift of Black Cockatoos to Taipei Adelaide / Taipei Capital PR / WCIT

2002

September Possible opportunity for feature in AFR –“Going Global” feature Australia wide Capital PR

September Promotion on airline in-flight video / magazine in conjunction with DIT Australia wide Ruth / ICMS

September Leverage opening of new Conference Centre through local media Sydney/Adelaide Capital PR

SeptemberPossible opportunity for feature in Adelaide Advertiser – Business / Show section. Feature on new look Adelaide Convention Centre

Adelaide Capital PR

September Schedule interview with committee members/speakers with key publications Sydney Capital PR

September Article for SEA journal Sydney Capital PR


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WEBSITE


JulyLaunch of the Website Final business programme and social programme posted

Adelaide Ruth Morris / Ignition Design

July Post Ezine #4 Adelaide Ruth Morris

Aug/Sept Volunteer promotion process begins Adelaide Ruth Morris

PRINT / EMAIL


July / Aug / September

1 page dedicated to WCIT 2002 in each AIIA Bulletin (electronically distributed on a fortnightly basis) Australia wide AIIA / Capital PR

July Distribute Ezine #4 Global ICMS

JulyDistribution of registration brochure – direct to WCIT 2000 delegates, to WITSA affiliates’ and members and other relevant associations

Global ICMS/ Natasha Grant


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Fourth Quarter 2001 (Oct, Nov, Dec)FACE TO FACE


October Representation of WCIT 2002 at the AIIA iAwards (co-presented by the AFR) Sydney AIIA / John Gygar

October WCIT 2002 hosted dinner with 10 ICT organisations in Japan. Delegate attraction Japan JETRO / John Gygar

October Attendance at the AIIA iBriefing – Participants include key industry leaders, government and the media. Sydney AIIA

October Representative at Commonwealth Business Forum (CHOGM) Melbourne John Gygar

October Sponsor Australia / Israeli Chamber of Commerce luncheon Adelaide Natasha Grant

October / November Participation in the Gartner Symposium / Itxpo 2001 Brisbane Natasha Grant

November Attendance at Aurisa 2001 in conjunction with Spatial Australia Melbourne Natasha Grant

November Host table at Melbourne Cup Luncheon – for Sponsors Adelaide Natasha Grant / Ruth Morris

November Softworld 2001 – Promotional stand Vancouver John Gygar

November Silicon Valley event (Carol Henton). Delegate attraction. Presentation opportunity San Francisco

Natasha Grant / Sharon Thomas / ITAA

November A 100 days to go event Adelaide & other Australian venues

Natasha Grant / Marilyn Cops

December WCIT 2002 hosted dinner with 10 ICT organisations in Japan. Delegate attraction Japan JETRO / John Gygar

December Participation in Australian Joint Conference on Artificial Intelligence University of SA Natasha Grant

December Presentation to ASOCIO Meeting India John Gygar

September or December

Attend Austrade Delegation planned to India. Participate in all relevant activities to promote WCIT India John Gygar

November / December

Christmas Party. The focus will be on sponsor recognition and delegate attraction Adelaide Natasha Grant


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MEDIA/ PR


Oct / Nov / December

1 page dedicated to WCIT 2002 in each AIIA Bulletin (on a fortnightly basis) Australia wide AIIA / Capital PR


Media stories in major publications. Effects of technology in SA / Aust etc Australia wide Captial PR


Review relevant features, send material/set up interviews where appropriate Sydney Capital PR

October Possible opportunity for feature in AFR –“South Australia” feature Australia wide Capital PR

October Story on key note speaker & what issues addressed Sydney Capital PR

November Airline in-flight video / magazine in conjunction with DIT Australia wide Ruth Morris / ICMS

November Possible opportunity for feature in The Bulletin –“E-World” feature Australia wide Capital PR

November Article in the Playford Centre fortnightly newsletter, announcing 100 days to go Adelaide Natasha Grant

November Interview opportunities with WCIT CEO – media lunch Adelaide John Gygar / Capital PR

December World Congress Industry Comment – on relevant topic Canberra AIIA / Capital PR

December Interview opportunities with WCIT CEO – media lunch Sydney John Gygar / Capital PR

December Set up interview for relevant committee members with key publications Sydney Capital PR

WEBSITE


October Release of sponsor meeting bulletin board Adelaide Ruth Morris

October Post Ezine #5 Adelaide Ruth Morris

October Post community awareness page –industry links & stats/info Adelaide Ruth Morris

December Post Ezine #6 Adelaide Ruth Morris

December Post Layout of Exhibition area, including sponsor links Adelaide Ruth Morris

PRINT / EMAIL




October Distribute Ezine #5 Global ICMS

December Christmas card mailout Australia Ruth Morris

December Distribute Ezine #6 Global ICMS


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First Quarter 2002 (Jan, Feb, Mar)FACE TO FACE


January Representation of WCIT 2002 at AIIA and other events for delegate acquisition purposes

Sydney; Melb; Brisbane AIIA / John Gygar

MEDIA/ PR


Jan /Feb/ March 1 page dedicated to WCIT 2002 in each AIIA Bulletin (on a fortnightly basis) Australia wide AIIA / Capital PR

January World Congress Industry Comment – on relevant topic Canberra AIIA / Capital PR

January Countdown clock on the Advertiser building commences Adelaide Natasha Grant

January Media release on stats/registrations Sydney Capital PR

January George Negus interview Sydney Capital PR

February World Congress Industry Comment – on relevant topic Canberra AIIA / Capital PR

FebruaryPitch general technology story to mainstream television – “How technology has changed my work/home/Community, etc”

Sydney Capital PR

March PR Activities around Congress Adelaide Capital PR

WEBSITEDATE ACTIVITY & DESCRIPTION AND BENEFIT OF

INVOLVEMENT REGION RESPONSIBILITY

January Post Ezine #7 Adelaide Ruth Morris

Early February Post Ezine #8 Adelaide Ruth Morris

Late February Post Ezine #9 Adelaide Ruth Morris

February / March Webcasting of sections of program Adelaide Ruth Morris

February / March Press Room - Speaker wraps/critiques from students Adelaide Ruth Morris

March Post Ezine #10 Adelaide Ruth Morris

March Post-Congress survey Adelaide Ruth Morris


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PRINT / EMAIL


Jan / Feb / March


January Distribute Ezine #7 Global ICMS

January As necessary a mailout stunt advising Spots are limited, ie: only 100 seats left – Don’t missout

Depending on region required ICMS

Early February Distribute Ezine #8 Global ICMS

February Congress Newspapers ICMS

Late February Distribute Ezine #9 Global ICMS

March Distribute Ezine #10 Global ICMS

March Distribute post-congress survey Direct to delegates - Global ICMS

13. COLLATERALA range of collateral material has been developed to assist in spreading the word. Some of this was created for use in Taipei, June 2000 and stocks have now been used up.

A style guide has been produced showing how the logo is to appear within the various promotional media.

Print Items First announcement. This is the original yellow brochure With EOI form. A reprint

of this brochure was completed in May 2001, and included logos of all sponsors to date.

Clear folders developed with WCIT 2002 logo positioned on back. This is to be

used as the casing for WCIT 2002 information handout packs.

Sponsorship prospectus. This can be amended if required and reproduced in

house at WCIT office)

A4 (4 sided) Speaker & Sponsor brochures were originally developed for use in

promotion to potential Speakers and Sponsors.

Video Video one. This is the video produced by Steve Whitham and used at Taipei handover, it is

also on the CD ROM

Video two. This is an updated version due for release late June / early July 2001.


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Electronic media CD ROM one, produced for Taipei.

CD ROM two, currently in production and due for release late June / early July 2001.

Website. The current Website was created pre Taipei and has had only minor changes since then. The new Website, designed by Ignition Design will be launched July 2001

E-zines. These can be produced relatively quickly and to date two have been released to the data base. Further issues will appear monthly or more frequently subject to requirements. An excellent medium for late breaking news, to keep the congress in front of prospects and to promote sponsors’ logos.

Miscellaneous Vertical banner. This is the banner with the theme used on stage etc when giving

presentations.

Cuff links and lapel pins. These are distributed by the CEO at his discretion

Wine bottle tags. These were produced to be affixed to wine bottles distributed at Taipei. Very few are left but could be reprinted if needed.

Clip on koalas With Congress tag. 2000 originally produced for Taipei.

Large and small Stickers With logo. Useful for affixing to say, press kits and outgoing correspondence.

Laminated posters with logo. Useful for signage at WCIT 2002 functions.

Future Plans Registration brochure (July 2001). This is the main brochure inviting people to

register. It needs to contain the main value propositions outlining who should attend and why. This is supported by providing details of the programme, speakers, social events, networking facilities, tourism opportunities, other ICT visits etc including a registration form, accommodation booking form, an early bird incentive and miscellaneous information eg visas, currency etc. A first draft of this brochure is under way.

Email postcard. This will be used in promotion and awareness and will be

distributed electronically.


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