Harnessing digital and hybrid formats for surplus

This popular masterclass has been updated to ensure that you can only manage for surplus at this critical time, but also understand the options in the confusing world of digital and hybrid events.

Conferences and events are often the most significant revenue stream for associations and upskilling your teams’ knowledge and expertise at this critical time and in this complex area is a crucial step in securing the financial future of your association. Now more than ever, having skilled event professionals who can pivot your existing events to digital or hybrid, and create new events and event models can help underpin your revenue streams.

Our trainer, Sasha Frieze, distilled her decades in the commercial conference industry and advising associations and non-profits into and Events Masterclass delivered over two half-days. This masterclass uses eight building blocks to walk you and your team through the steps required to create strategic event plans and deliver your events at surplus:

  • Bonus: what's different about virtual and hybrid events?
  • Enhancing your sector knowledge
  • Developing your value proposition: The Event Narrative Framework 
  • Show me the money: business models, budgets and surplus
  • Creating content: developing your programme
  • Managing your stakeholders: working effectively with committees and advisors
  • Creating your audience: marketing investment for growth 
  • Sponsorship and partnerships: underwriting your surplus
  • Bonus: introduction to event platforms
  • Let’s talk team: resourcing your event growth and the effective events team

Whether you have one flagship event, a suite of smaller events, or a combination, this two-half day Masterclass will help you re-invigorate your events, break out of the "same old" approach and enhance your revenue potential. 

Attracting a higher proportion of members to events is a challenge that every association must meet; members expect and deserve "best-in-class" information, education, and networking from their association, and secure funding approaches are vital to avoid drastic revenue losses. 

This Masterclass, designed specifically for associations, is delivered by one of the UK's leading experts in conference growth with over 25 years of experience spanning associations and think tanks, commercial conference organisers and publishers. Her hands-on experience in renewing events for both associations and media owners is formidable, adding huge value and preventing substantial losses.

Your events business can be secure, growing and recognised as the very best value by adopting what you will learn in this Masterclass.

Who should attend?

The Masterclass is for event strategists at Senior Manager, Director, Head of Department and Executive Head of organisation level within societies, associations and federations.


The masterclass comprises two half-day sessions (please supply your own coffee!). We'll take advantage of group exercises and online collaboration tools. Come prepared to fully engage.

09:30 Welcome, Introductions & Objectives for the day

Bonus content: Understanding digital and hybrid events

  • What's the timing and landscape planning your physical annual events - do you need to consider going virtual?
  • What's the opportunity? How can your association benefit from digital and hybrid events?
  • What are the surplus implications

Enhancing your sector knowledge

  • ​​​​​​Strategies for sector mapping and segmentation
  • The all-important buy side / sell side analysis
  • Competitor mapping activities
  • What can you learn from your competitors
  • Understanding market size and granular mapping

Developing your value proposition

  • Association events – understanding your events purpose to deliver impact 
  • Creating meaningful events that deliver your purpose
  • Strategies to differentiate your events in the market
  • Understanding the power of narrative to create a story for your event
  • Linking your association objectives with your event purpose
  • Strategy: planning: delivery – the building blocks of events
  • Introducing The Event Narrative Framework: your one page value proposition 

Show me the money: budgets, business models and surplus

  • Harnessing the ROI model for surplus
  • Developing budgets and understanding business models
  • Effective strategies for improving profitability
  • Creating pricing strategies that reflect the complexity of your sector and your event
  • How to scale-up existing events 
  • How are digital and hybrid event business models different?

Creating content:  developing your programme

  • Understanding what makes great content 
  • Event design: creating engaging and interactive content for digital events
  • Leveraging market maturity for content development
  • Understanding the impact of participant motivation and audience diversity
  • Leveraging your members for content creation
  • Member research strategies and processes 
  • Building engagement into your content 

Summary review & Close

09:30 Welcome, Introductions & Objectives for the day including a quick recap of Day One

Managing your stakeholders: working effectively with committees and advisors

  • Recruiting and managing advisory board members
  • Strategies for productively working with advisors
  • Leveraging advisory board motivation for the success of your event
  • Handing the Power Conundrum

Creating your audience: marketing investment for growth

  • Curating your audience 
  • Understanding marketing priorities
  • Neat tricks and a library of examples
  • The marketing timeline
  • Collaboration: creating effective marketing partnerships
  • Social media, video, content marketing 
  • It’s all about the copy
  • Creating your marketing execution plan

Sponsorship and partnerships: underwriting your surplus

  • Understanding the sponsorship sales process
  • The power and interest analysis: where is your decision maker?
  • Evaluating bespoke and commodity approaches
  • Creating your sponsor target list and mapping your market
  • Creating sponsorship packages that add real value and growth

Bonus: introduction to event platforms

  • What drives your decision when selecting an event platform
  • Overview of the marketplace

Let’s talk team: resourcing your event growth and the effective events team

  • Four Gears Approach to conference management
  • Tools and techniques for effective teams
12:30 Summary review & Close


Masterclass includes

  • Course workbook
  • Practical examples
  • Case studies
  • Group work
  • Limited attendance to enable engagement with the tutor

Delegate Fees

Early-booker (up to 5 December): GBP 455.00
Late-booker: GBP 495.00
Prices are subject to VAT at 20%