The Institute of Chartered Accountants in Australia

CA Business Forum

The Institute of Chartered Accountants in Australia is the professional body representing Chartered Accountants in Australia.

Project Objective

Market Fever (previously Purple Performance) was engaged to lead the design and development of the Institute of Chartered Accountants in Australia (ICAA), CA Business Forum program for Western Australia. Business Forum is an annual Continuing Professional Development (CPD) forum, where Chartered Accountants (CA) join together and are able to fulfil their CPD points requirement over one timeframe and keep abreast of industry developments at the same time. Each year CA Business Forum builds on its reputation for quality and diversity. Working with the CA Business Forum Taskforce (a dynamic group of members selected each year by the ICAA), the objective of the program was to cover topical issues in tax, accounting, wealth creation and business management while also providing an interesting insight into strategic issues affecting the future of WA business. As business changes, the interests and requirements of professionals change with it and the program is specifically designed each year to meet the needs of Chartered Accountants in public practice and business.

Project Scope

Over a 10 month period, Market Fever was contracted to lead the strategic planning and design process and work with the CA Business Forum Taskforce to develop the final conference program. Working with the taskforce, we met regularly to develop the framework for the event, which was a three day multi-session forum with 40 keynote presentations and 22 break-out sessions focusing on themes and topics relevant to the accounting profession in the areas of taxation, accounting, wealth creation and business management. In addition to the main forum event, the event also consisted of three luncheons with celebrity guests, an opening cocktail party and a drinks and networking function. In addition to the program design, Market Fever worked with the ICAA Business Forum team to recruit sponsorship, market the event to participants, coordinate VIP guests and speakers, assist with event logistics and preparation, venue management, conference materials design and development, delegate & VIP registrations and participant survey evaluation.

Project Outcomes

The CA Business Forum program was a big hit and received excellent reviews from sponsors, presenters and participants in the WA Business community. The event was well supported by a large cross section of private companies, practices and financial institutions. Celebrity guest speakers; Susannah Carr, Wally Foreman and Priya Cooper provided excellent motivational presentations during lunch each day. The forum delegates were recruited from a combination of advertising, editorial, direct mail and email promotion. Session speakers were put forward by taskforce members and recruited through an “invitation to speak program”. Interstate guests had their travel and accommodation costs covered by the ICAA.

Client Name: Institute of Chartered Accountants in Australia
Client Location: Perth, Western Australia
Project Completion: July 2004