Day in the Life of the AIEC Team

Since 1987, the Australian International Education Conference (AIEC) has showcased the latest industry trends, facilitated expert discussions and is the place to be to create meaningful connections in the international education sector. While it has undeniably become one of the most anticipated events on the calendar – with a different host city and lineup of exceptional MCs and speakers each year – none of this would be possible without the hard work and logistical skill of the AIEC team.

Led by IDP Event and Partnerships Manager, Josephine Williams, the team is responsible for making sure AIEC goes off without a hitch. We had a chat with Josephine Williams to get the inside scoop on how AIEC comes to life each year, how she got involved in this role, and what’s in store when AIEC returns to Adelaide this October.

Tell us about your role in the AIEC Team. What does the average day look like for you?

There’s a funny description I read once (probably somewhere on LinkedIn) explaining the role of event manager: “Someone who solves problems for others, before any of them ever realises there was a problem”. So, for an event to run smoothly, an event professional spends a lot of time thinking “What if?”.

One week we’re doing budgets, the next we’re brainstorming dinner themes or preparing a comms plan. We could be briefing a keynote in the morning, brokering a partnership sponsorship deal over call at lunch time, and cropping speaker images for the program in the evening. We’re running workshops and meetings, and we’re engaging with our sector and our stakeholders to get feedback and input into what they want and need from the event.

It takes a lot of prep work for an event to run smoothly. It requires not only great time and project management skills, but also good admin skills and communication skills. Nerves of steel and a good sense of humour help too!

You’ve been with IDP for ten years – what inspired you to apply for this position and what made you stay?

Honestly, I originally went for the job because I saw what an amazing event AIEC was, and I thought, that’s the type of event I’d like to run! At that time, I had been working in sales at the Convention Bureau, so I wanted to have a go at project management and operation. I never in a million years thought I’d stay on for so long!

I guess what made me stay was the people, first and foremost – not just my teams at IDP (I’ve been part of four different teams), but the people in this amazing sector. It’s so inspiring. I get to engage with some amazing people on a daily basis.

Also, I was lucky to work on other events at IDP, and later, as the team grew, I got to focus more on event strategy and partnerships and engaging with our stakeholders, IEAA, Austrade, StudyAdelaide, our clients and many other. There was so much to do, so each year, I thought, ‘Okay, what do we tackle next year?’ When COVID-19 hit, the challenge became to reinvent AIEC for a virtual world, and last year it was all about the hybrid experience. Each time it was like a different event!

Most regions have their own form of an international education conference, but in your opinion, what makes AIEC so comparatively unique and popular? And why is it such an important event for our sector?

When I ask people what they think of AIEC and why they keep coming back or why they recommend others to attend, three things usually come up: The quality of the program, the networking opportunities and the “AIEC experience”.

For the program, we have a dedicated Program Committee made up of representatives from IDP and the IEAA, and together we curate over 100 sessions with roughly 200 speakers. There really is something for everyone, and it’s the only conference that features content from (and for) all sectors, whether that be higher education, schools, VET and ELICOS. It’s also the only conference that invites policymakers, service providers, international education experts, and academics across the four-day program. The breadth and depth of the content has always been the hallmark of AIEC. It’s what makes it stand out.

For those who attend for the networking opportunities, the size is perfect: Not too big, not too small. With an average attendance of 1600 (varies with location), there’s time to catch up with peers and business acquaintances, and opportunities to meet new people, get new ideas and gain new perspectives.

As for the “experience”, AIEC tries to strike a balance between familiarity and innovation. We are always coming up with new experiences, but keeping what works and not compromising the essence of AIEC. At its core, it’s a professional learning and networking event, but one of the key takeaways from last year’s conference on the Gold Coast was that it’s not ‘just’ about the content. These days, you can get content anywhere, at any time, and from anyone. What people really expect from AIEC, in a post-COVID world, is a return to a fully realised experience that immerses you in a different world and takes you away from the screen, the daily grind, and the routine. AIEC allows our sector to come together, revitalise, reenergise, and work towards a shared purpose and vision.

How long does it take for your team to plan such a large-scale event? And how quickly do you move onto planning for the next AIEC?

Planning for AIEC starts usually 3 to 4 years earlier, when we start scoping out venues and destinations. Right now, we’re considering options for 2025, 2026 and 2027. The event keeps getting bigger and more complex, so we have only a few venues in Australia that are large enough to fit us during the month of October.

Once the venue is locked in, we then start working on the theme and program priorities about 15 months out, and as soon as the previous event is over, we’ll spend November to December wrapping up the previous event, while also setting up for 2024. Our team usually takes leave during this “down time”, so we’re basically running at 50% capacity, or less.

And then, next thing you know, it’s February and call for proposals are open. Then its June, and registrations are open. And then it’s October, and we’re all onsite again. Throughout those nine months, it’s all hands on deck. We only come back up for air at the end of October, before the cycle starts again.

We work closely with committees and have a very dedicated team of contractors (some have been with us for 10 years). While they are all considered part of ‘Team AIEC’, the core AIEC team is made up of Sally Gatenby, our Marketing Manager, Shamielah Toefy, our Program and Events Coordinator, and myself. While we each have specific areas and stakeholders we’re responsible for, we’re still a tight team. We all support each other at different times, and work in sync. It’s all about good communication and having each other’s back.

This year’s event is hosted in Adelaide. Once known as the ‘City of Churches’, it’s now become better known as an arts and foodie destination, and the innovation hub of Australia. What exciting things can we expect for AIEC 2023?

Adelaide is a wonderful city for events. It’s ranked one of the world’s friendliest and most liveable cities, and everything is conveniently located.

The city is green and spacious, yet it has large city infrastructure and technology. Did you know the modern Adelaide was designed as a city within a park, surrounded by nature, that could grow in a sustainable way? Today, this visionary thinking and forward planning is a shining example of Adelaide’s rich history of innovation and South Australia’s pioneering spirit.

There are a few areas of focus this year for AIEC – sustainability, local produce, diversity and inclusion, and wellbeing.

Right from the start, we plan to showcase the best that South Australia has to offer. From amazing local produce to great experiences and iconic venues. The IDP sponsored dinner, which will take place on the Thursday of the AIEC week, will be held at Plant 4 Bowden – a 5 Star Green Rating family owned and operated business, born from a vision of a thriving community and a passion for environmental sustainability.

We also wish to acknowledge the local custodians of the land, the Kaurna People, and this year we will have a dedicated space in the Exhibition Hall where attendees can learn more about the Kaurna Land, and the traditional owners of the land on which we will be meeting. This will include the opportunity to learn about their language, their history, and their culture.

There will be a fun run/walk, an artisan’s market, a ‘Green Lounge’ and not one, but two MCs! We’re improving the app experience and have doubled the time for Braindating. And so much more!

Each year, AIEC keeps getting bigger and better. What are some of your objectives for AIEC 2023 that aligns with this year’s theme ‘visionary and transformative’?

AIEC 2023 will offer not only a great a unique convergence of networking, learning and fun into a single package, but a sense of purpose and belonging to the international education community. It will be an opportunity reenergise and get inspired.

This year’s theme “International education: visionary and transformative” was inspired by the progressive history of South Australia, the first Australian state to grant women the right to vote and to decriminalise homosexuality.

Our hope is that the sector will come together in this pioneering city, to celebrate the transformative power of international education and highlight the role of visionary thinking in fostering a more sustainable, inclusive, and equitable world.

The theme is embedded throughout the program, from our opening keynote speaker in Futurist Dr Catherine Ball, to the more than 100 sessions and presentations on how to address our students’ most pressing challenges, such as cost of living, housing, and post-study work rights. We expect attendees to help us set a clear vision for international education, with innovation at its core.

AIEC is a pivotal event on the sector calendar - what would you consider to be the most rewarding aspect of your role?

Bringing people together and having them share an experience, or a special moment. You know that moment when you’re in the audience and you have that ‘aha’ moment? I just love that feeling at the end of the event when people leave with a smile on their face, and then say, “See you next year!”