Are your conferences and events struggling to attract delegates and secure sponsor commitment? Do you find it challenging to balance in-person and online formats? You’re not alone—many associations face similar hurdles in today’s evolving event landscape.
The Association Event Playbook series, crafted by award-winning event strategist Sasha Frieze, comprises six focused masterclasses on strategy, market mapping, content, marketing, sponsorship, and budgeting, designed to help you create impactful events that drive revenue and meet strategic goals.
Every masterclass provides association professionals with proven frameworks, checklists, and actionable insights to transform and build events that captivate delegates and engage sponsors, achieving both financial success and organizational impact.
IN PARTNERSHIP WITH
Why Enrol on the Masterclasses
Six Masterclasses for Event Success
Event Strategy Playbook
Structuring and developing your 3-5 year events strategy to deliver a successful portfolio.
Ready to future-proof your event portfolio? Are you exploring the changing needs multigenerational membership? Are you exploring innovative ways balance of in-person and online events? Are you rethinking your 3 – 5 year event strategy to create both a successful portfolio and a game plan for your flagship event?
Event Market Mapping Playbook
Creating a blueprint to shape your marketing, sponsorship and PR execution plans
It’s been brutal – do you need to rethink your events and their marketing and sponsorship sales strategies? Are you wanting to increase delegate numbers and ensure you don’t leave sponsorship and exhibitor income on the table? Are you seeking clarity on how your markets have changed in the last three years and how you can maximise that for profitable events?
Event Content Playbook
9 frameworks and strategies to maximise your event content design and delivery
Want to ensure your event is not the same-old-same-old? Know that your delegates are looking for the latest research and insight but don’t know quite how to hard-wire it into your event programme?
Content is paramount. Association events are driven by complex, engaging content that draws members, partners and potential members to attend your events.
When you create market-responsive, contemporary content that grabs your delegates attention and has your sponsors and partners queuing up to be involved, you know you’ve got it right.
Event Marketing Playbook
Creating a blueprint to shape your marketing, sponsorship and PR execution plans
Delegate numbers not returned to pre-pandemic or dropping? Bookings at a nail-biting last minute? Worried that you’re not reaching the right people, through the right channels? However spot-on and well-produced your content might be – it’s all about getting the right people in the room. Building your Event Market Map, you have the required tools to create and deliver an exceptional marketing plan.
Event Sponsorship Playbook
6 frameworks, checklists and strategies to achieve optimal sponsor and exhibitor sales
Finding it increasingly difficult to close those sponsorship deals? Getting budget objections? Or just no response at all? Is your sponsorship revenue dwindling or showing no growth?
How do you re-think your event sponsorship strategies? What’s the most effective strategy to deliver results?
Event Budgeting Playbook
6 models, checklists and frameworks to ensure effective pricing and budgeting for profitable and successful events
Concerned about how to get your delegate pricing right? How do you price online events? How do you fine-tune sponsorship packages so that they’re both attractive and achievable? How do you create effective event budgets? How do you ensure that your team are engaged in the budget – target spend as well as target income?
Current Schedule
The next series take place in February / March 2025.
Register on individual Masterclasses below, or for multiple Masterclasses or multiple people click on the button below, and enjoy savings of €500 / £420 for six or more.
What Delegates Say
Inspirational and motivational. An inclusive style and natural flair to make attendees feel in a safe space to share questions, ideas etc. Strong ability to really engage the attendees and make the content interesting - not easy online!
This Masterclass has given me lots of ideas for our marketing"
Well paced, very experienced and informative.
The overall structure of the strategy development was useful. Will definitely be using the event strategy structure, with a more visual aspects.
Very useful. I have come away with a clear map of what needs to be done.
Sasha was very educational and explained things in a very thoughtful way.
About the tutor
Award-winning events strategist, Sasha Frieze, has distilled over thirty years' and a thousand successful conferences and events’ experience into the Event Transformation Methodology. Sasha learned her business skills in the commercial conference industry, worked on her first association conference over 23 years ago; has since managed and advised on events for association and other non-profits including the Open Data Institute, United Nations Foundation, British Society for Immunology, Royal College of Anaesthetists, Chartered Institute of Wastes Management.
Sasha has advised on events for media owners including The Guardian, Times & Sunday Times, Incisive Media, Informa and Thomson Reuters. Sasha is a Non-Executive Director of the British Society for Haematology, a Fellow of the Chartered Institute of Marketing and The Royal Society of Arts, is a visiting lecturer in event management at The University of Westminster, London and judges industry awards.
AAE's Commitment to this Vital Events Methodology
Damian Hutt, Executive Director, Association of Association Executives, and Fellow of the Institute of Event Management
"I am delighted to be providing this critical training with Sasha's expertise. I worked first with Sasha twenty three years ago when she and I were working on association conferences together, creating highly successful outcomes both commercially and to support the associations' strategic objectives.
I have seen Sasha's work and the methodoloy develop over the years and am certain this system is unique, is the most valuable for conferences and events. The training she has developed specifically for associations ensures delegates' portfolio and individual events are hugely successful with the application of the methodology."
January 2024
