Marketing: Each event and business is marketed via a series of programs, fliers, emails, websites, advertisements in a variety of media outlets, billboards, flags, merchandising, letters, mentions and leaflet distribution at speaking engagements, networking opportunities and functions. Importantly, all staff members take a share of responsibility for finding and coordinating marketing opportunities.

Generating media: Mary-Anne Waldren employs several media advisors and publicists who are specialists in various areas. She utilises them where appropriate.

This has generated:

• $2.4 million in media coverage for National Science Week
• Almost $1 million for the Australian Science Festival
• $50,000 for ICAN, Canberra's festival of ideas and innovation

Advertising: Mary-Anne, the head of a not-for-profit organisation for almost two decades, is skilled at brokering sponsorship deals with media organisations and in securing the best advertising deals.