Campervan & Motorhome Club of Australia Limited

Strategic Plan2019 – 2022

Photo: Lorraine Smith N97014

freedomofchoice

Forward from the Chair Dear Members,The Board is aware of the responsibility it has to strategically plan for the future success of the Campervan and Motorhome Club of Australia Limited (CMCA). A Club of our history and standing in the recreational vehicle (RV) community cannot afford to rest on its laurels, as it is the foresight, planning and actions of the founders, members and previous boards that have made the Club what it is today.The CMCA has a significant role to play in the future direction of RV tourism. We need to be recognised as the most significant organisation representing the Australian road tourist, so that governments at Federal, State and Local levels involve us in the decision-making processes, after all, we are the customer and end user.The core values of the Club recognised by the Board:• We are welcoming, friendly and helpful.• We are trusted.• We have respect for our membership diversity.• We are consultative and communicative.• We are professional in our relationships.• We work with honesty and integrity.• We facilitate adventure in a safe and caring environment.• We foster safe travel.• We are environmentally responsible.• To embrace the CMCA philosophy of “Laugh More Live Longer” in friendship, fellowship and camaraderie.

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The Board and CEO have contributed greatly to this updated Strategic Plan, which will consider ongoing actions as well as the development of new goals and objectives.

We know you share the same passion for CMCA and invite you to be part of our union to make the Club even greater.

Yours sincerely,

Garry Lee A67278Chairman on behalf of the CMCA Board of Directors

Board CEOGarry Lee A67278 Richard BarwickRichard Mainey Q60401Gary Rebgetz Q2932Eleanor Scully Q37099Kim Atkinson V66245

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Overview

Our Vision ........................................................................ 1

Our Mission ................................................................... 2

Our History ..................................................................... 3

Our Achievements ............................................. 4

Our Critical Success Factors .............. 5

Strategic Pillars ....................................................... 6

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Our Vision

A respected, world class RV Club that empowers and supports its members, providing camaraderie, knowledge and positive experiences.

To uphold an overriding commitment to grow and evolve, to build a smarter, healthier lifestyle for our members, and provide freedom of choice.

To educate our members to be responsible and sustainable in the RV community.

1Photo: Lynn McKinnon Q60649

Our Mission

To enhance member benefits and grow the Club.

To ensure we remain viable and relevant to the needs of our members.

We must embrace change and evolve through the technology of the day.

2Photo: Ian Robertson W95502

Our History

After having travelled many thousands of kilometres throughout Australia with their three children in a Volkswagen Combi Campmobile, and later touring Europe and USA in larger recreational vehicles, Erica and Don Whitworth believed there were many other motorised-living enthusiasts who would enjoy being in a national club with like-minded people. Thus, the pair founded the Campervan and Motorhome Club of Australia in April 1986, in Tweed Heads, NSW.

Within 10 months, membership had passed 500, which was approximately 1,000 people. At the first Anniversary Rally in Swansea, NSW in May 1987, Foundation Member 600 was welcomed. Membership reached the 1,000 mark in July 1988, with members scattered throughout Australia. The CMCA was incorporated in 1988 and, with expansion, became a company limited by guarantee in 2001.

Today the Club is rapidly approaching 70,000 individual members in over 40,000 recreational vehicles of all descriptions. Membership includes enthusiasts from Australia, New Zealand, the United Kingdom, America, Europe and numerous other countries. We are the largest RV club in Australia.

In 2019, we celebrated our 33rd Anniversary.

3Photo: The Whitworths N001

Our Achievements

Many of our achievements are still continuing to flourish today. These include:• The monthly club magazine, The Wanderer, is still our flagship

communication and marketing tool.• Our vehicle insurance program through Ken Tame &

Associates, involves 70% of our members and now includes a roadside assist package.

• The formation and management of over 100 chapters and special interest groups; a national network of our members enjoying the friendship of like-minded people.

• The development of a CMCA RV Parks network throughout Australia.

• Our RV Friendly Town™ program, now with well over 330 towns and 150 RV Friendly Destinations participating and benefiting.

• Our dump point installation program in association with the relevant state government and sponsor now 480 units.

• We are currently implementing a $500,000 NSW Government Grant which will increase the number of dump points by 80 units.

• Our national, state and regional rallies, which allow us to exhibit our lifestyle to a wider group of people.

• The establishment of a permanent National Headquarters in Newcastle, NSW, valued in excess of $1 million.

• Recognition of CMCA and what we stand for by government at all levels.

• Significant growth in our Self-Contained Vehicle Policy and Leave No Trace® Code of Conduct, that is recognised in the marketplace.

4Photo: Neville Saxby V97603

Our Critical Success Factors

• Maintaining and expanding the Club’s membership base to embrace all recreational vehicles.

• Improving the total membership experience by growing the member benefits.

• Guaranteeing financial security through careful planning.

• Continued good corporate governance.

• Ensuring members and staff are aware of and understand the Strategic Plan.

• Recruiting, training and retaining high quality staff.

• Maximising responsible environmental stewardship through our Self-Contained Vehicle Policy and Leave No Trace® Code of Conduct.

• Working in collaboration with all tiers of government and industry.

• Promotion of freedom of choice on behalf of our members.

• Quadruple botttomline accountability: - Economical - Social - Environmental - Sustainability

• Develop and treasure our social awareness and philanthropic approach.

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Strategic Pillars

• Membership

• Communication

• Member Benefits

• Government and Industry Liaison

• Finance and Administration

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Membership

2019• Maintain membership through this

current challenging environment by improving member benefits and member retention.

• Develop a marketing campaign targeting the wider RV community.

• Grow the relationship with manufacturers and dealers to promote and on sell membership.

• Refine the membership retention process embracing all mediums.

2020 – 2022• To continue to develop innovative

membership benefits with RV alliances through greater involvement with the RV industry and affiliated suppliers.

• Continue membership surveys to gain information on the ideals for our Club.

7Photo: Tim Egan A93983

Marketing & Communications

2019

• Continue to action the Marketing Plan for effective engagement with members and other stakeholders.

• Enhance the development of the CMCA Club Connect App.

• Be responsive to matters raised by members.

• Continue to monitor the effectiveness of the CMCA Member Forum.

• Increase the use of the CMCA Facebook pages and social media.

• Continue and enhance the Club’s monthly newsletters, namely Membership, Member Benefits and Tech News.

• Continue to increase member participation in the Self Contained Vehicle Policy and Leave No Trace® Code of Conduct with an education strategy.

• Engage with key stakeholders, including government and industry, to share the CMCA message

2020 – 2022

• The Wanderer – The premium focus of the Club’s communication needs to be continually reviewed and improved. E.g. increase RV related articles.

• Continue work on the current website to improve usability.

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Member Benefits

2019

• Identify and develop additional RV Parks.

• Work with state representatives and the general membership to identify these opportunities.

• Continue the development of CMCA RV Parks Network.

• Increase the number of freedom of choice camping.

• Further publicise the availability of freedom of choice camping options to the CMCA membership. We currently have over 860 ‘Where to Stay’ options listed on the website.

• Continue the enhancement of GeoWiki into the CMCA Club Connect App.

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2020 - 2022

• Identify and develop 20 CMCA RV Parks.

• Continue to grow the number of quality exclusive Member Benefits, including lifestyle and travel products.

• Partner with key providers and other agencies to secure specific packages for members.

• Expand freedom of choice camping options.

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Government and Industry Liaison

2019• Continue to attend the Local Government Association

Conferences in each state and the National Conference in Canberra.

• Continue to build relationships with manufacturers and dealers.• Maintain a database of all government contacts. • Maintain and develop our members’ freedom of choice by

engaging with government at all levels, focussing on legislation, compliance and tourism development.

• Continuing the involvement of RV Clubs of Australia Limited.• Continue promoting our RV Friendly Town™ and RV Friendly

Destination programs, incorporating the RV Friendly Town and Events microsite within the CMCA Club Connect App and website.

• Continue our Dump Point Subsidy Scheme through government and industry funding support.

• Enhance our documents on our economical, social, environmental and sustainable travel initiatives, inclusive of touring routes.

• Target positions on key tourism or road-based tourism committees and industry associations.

• Reference economic growth to the tourism sector, especially the value-added benefits of RV consumers and the recording of relevant data.

• Continue CMCA’s presence at consumer shows in conjunction with our partner Ken Tame & Associates.

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2020 - 2022

• Strengthen stakeholder relationships with manufacturers, dealers and accessory suppliers.

• Build a strong environmental and social platform for members to support CMCA initiatives.

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Finance and Administration

2019

• Continue to monitor the financial performance of The Wanderer.

• Continue to support our IT development in line with the Club’s emerging activities and changing environment.

• Monitor and control the costings of establishing the CMCA RV Parks.

• As part of CMCA’s corporate governance requirement, continue to undertake risk identification and assessment across all parts of our business.

• Continue the review and update of the Club’s Constitution.

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2020 - 2022

• A review of the Club’s financial performance where we have increasing costs with a fixed level of income; namely membership fee income.

• Investigate sponsorships/or partnerships with other corporate and industry bodies.

• As part of CMCA’s corporate governance requirement, continue to undertake risk identification and assessment across all parts of our business.

• Seek government funding for CMCA RV Parks.

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Campervan and Motorhome Club of Australia LtdABN 16 095 568 157

PO Box 254 HRMC, NSW 2310P: 02 4978 8788

E: enquiries@cmca.net.auwww.cmca.net.au