Structuring and developing your 3-5 year events strategy to deliver a successful portfolio.

Is your industry in flux post-pandemic? Are you exploring the differing requirements of multiple generations of members? Are you exploring the balance of in-person, virtual and hybrid events? Are you rethinking your 3 – 5 year events strategy to create both a successful portfolio and a game plan for your flagship event(s)?

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

  • Analyse your sector and its policy and practical drivers; what are the big conversations that are happening in your field
  • Understand which policy and sector drivers impact your events strategy
  • Learn strategies for deeply showcasing your organisation and member benefits through your events
  • Develop new event ideas that meet the needs of new generations
  • Develop an events strategy that aligns with your organisation's strategy
  • Explore your market and competitors through the lens of your strategy
  • Dive deep into your competitors and establish which ones to take seriously and which ones to consider partnering with
  • Engage and research your stakeholders with a process for understanding the core values on which you will build your events
  • Analyse different event types, and their relative merits in relation to your objectives
  • Establish the balance of hybrid, virtual and in-person events
  • Guide your team to develop an annual events calendar that delivers on your objectives
  • Give your team laser-like clarity and focus to develop a 3-5 year events strategy that delivers your organisations objectives
  • Maximise revenue for your organisation
  • Create an Action Plan for the next steps of researching, creating and delivering your strategy
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:  
 - Competitor analysis grid
 - Themes jigsaw
 - Benefits and challenges of hybrid map
 - Event typology grid
 - 9 step Event Strategy Process checklist
 - 8 point Event Strategy outline
Certificate of attendance
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 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]


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