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?

Ensure your team are high performers by learning how to map your market in granular style so you can maximise your opportunities.

This practical hands-on Masterclass will teach you a visual tool so that you can:

  • Analyse your market on a buy side / sell side basis
  • Develop detailed delegate marketing plans (buy side) and sponsorship / exhibition sales strategies (sell side)
  • Understand who are your “must attends” and media players
  • Develop an Audience Curation plan that includes VIPs
  • Create a PR plan that includes all relevant media; press, socials, bloggers

Give your team laser-like clarity and focus to maximise the value and purpose of your events.

Learning outcomes
  • Understand which organisations are “buy side” and which are “sell side”, and their motivations for engaging with your event
  • Analyse supplier supply chains to get a granular understand of your sponsorship and exhibitor market
  • Practical exercises with a framework for you to take back to your team
  • Action plans for how to structure your delegate strategy and audience curation, SPEX strategy and PR plan
Who should attend

Events strategists, Managers, Directors, Heads of Department and Executive Heads, of Associations, Societies, Federations and all membership organisations

What's included
Elements Included
Tutoring & presentation
Frameworks, checklists & process tools:  
 - Market Mapping models
 - Granular Market Map Analysis Grid
 - Audience Segmentation Analysis Grid
 - Marketing Execution Plan Outline
 - 8-step Sponsorship Sales Process
 - 11-element Sponsorship Pack/Page Content Outline
 - Audience Curation Model
 - PR Plan Checklist
 - Market Mapping Workshop Plan
Access to the recording post event
Discussion forum for tutor and delegates 
CPD Value

This masterclass is awarded 3 hours / 180 minutes of Continuous Professional Development time.

Enrolment Fees
Type Fee
Member 445.00
Subscriber 495.00
For all six Event Playbook Masterclasses 1995.00

Prices are in GBP and subject to VAT at 20%


If you have three or more people to attend one masterclass, or one person to attend three or more masterclasses, you will receive 10% discount for all these delegates.

To arrange this contact [email protected]