CASE STUDY: Professional Speakers Australia – National Convention

Overview

In March 2023, Professional Speakers Australia (PSA) held its annual National Convention at the Melbourne Convention and Exhibition Centre. After two years of industry reinvention, virtual delivery, and adapting to new technology post-COVID, the 2023 convention marked a true fresh start for members.

The four-day event brought together emerging and established speakers for a high-energy program of workshops, keynotes, networking experiences, and celebrations. PSA required a Professional Conference Organiser (PCO) capable of delivering the full convention in under five months, from concept development to execution.

The Experience Index was appointed as the PCO to manage, produce and deliver the entire convention experience.

Dale on stage

Our Approach

To reinvigorate the PSA community and spark renewed enthusiasm, we developed the theme “Fresh." This theme informed every aspect of the convention, including program design, speaker selection, staging, visuals, and attendee journey.

We anchored the convention content around three core pillars:

Approach – elevating how members deliver their craft

Business – strengthening the commercial side of speaking

Content – helping speakers create compelling, relevant and modern presentations

From introducing new technology to showcasing speakers who had never taken the PSA stage before, our goal was to deliver unexpected, energising and deeply engaging experiences for every attendee.

What We Delivered

Engaging Program Design

The four-day program featured:

• 2-day plenary with high-calibre keynote speakers

• 2 days of workshops and breakouts delivered by industry leaders

• A show-stopping Gala Awards Dinner themed “Fresh Stars”

• Networking events designed to strengthen community and connection

Program Highlights

Stoolies Panel – A crowd favourite, returning with spontaneous storytelling and humour that appealed to new and long-time members.

Keynote Speakers – From Max Markson to Lisa McInnes-Smith, audiences experienced fresh voices and new insights never before seen at PSA.

Platform Professionals – Immersive masterclasses offering depth and practical skill development for CSPs.

Workshops – Content-rich sessions delivered by Rod Morris and Dr Dianne McGrath.

Gala and Awards Night – A dazzling evening featuring impersonations of icons like Dame Edna and Kylie Minogue, supported by a beautifully styled room.

Networking Enhancements – Introduction of Tapt technology to foster seamless connections.

Attendee Activations – Complimentary headshots by Melinda Hird Photography for all members, plus a curated gallery of event images.

Sponsor and Partner Engagement – Active involvement from alliance partner Tapt and silver sponsors including Melinda Hird Photography, Thought Alchemist, Dean Publishing and 24x7 Assessments.

The Results

Attendee feedback reflected a strong sense of energy, connection, and satisfaction throughout the convention.

Post-Event Satisfaction Scores

(Out of 10)

7.98 – Overall attendee satisfaction for the convention

8.18 – Satisfaction with the Gala and Awards

8.04 – Satisfaction with event organisation

Members consistently highlighted the freshness of the content, the emotional impact of sessions, the calibre of speakers, and the seamless onsite experience.

Testimonials

“The theme of FRESH! really got me excited about the conference. It's tempting to put on the same speakers each year, but it was wonderful to see new faces, new material and a vibrant approach.

The gala, Lisa’s keynote, Rael’s session on AI, Dale’s session on apps, all outstanding. And of course, Maz… simply gorgeous and hilarious. The sense of community was incredible, and the volunteers should be congratulated. THANK YOU!”

“I found Eyob and Donna exceptional – very accommodating and well organised.”

Scope of Work

• Event Administration

• Art Direction & Styling

• Audio and Visual Production

• Catering & Venue Management

• Event Coordination

• Event Management

• Onsite Registration

• Pre-Event and Onsite Communication

• Staging and Logistics

Panel discussion

Conclusion

The 2023 PSA National Convention marked a significant turning point for the professional speaking community. Designed and delivered in under five months, the event provided a revitalising “Fresh” experience that engaged members, elevated the program offering, and successfully re-energised the community.

Icon Corporat Events delivered a seamless end-to-end conference experience, from creative concept to production, onsite delivery and post-event reporting, resulting in strong satisfaction scores and highly positive feedback from attendees and stakeholders.

For more on how we can assist you with your next conference, contact us on info@iconcorpevents.com or call on 0450 582 080.