Transforming your Conferences & Events

Tutor

Awarded Event Producer of the Year 2020 by Conference News a week before lockdown, Sasha leads The Business Narrative, a conference and business events consultancy. Clients include associations, think tanks, non-profits, media owners and FTSE 100 companies, and we've worked with ICAEW, The PPA, The Open Data Institute, Ada Lovelace Institute as well as News UK, The Guardian, Wellcome, and Informa.

An event producer with decades of experience and what one client described as “a rare mix of creative and commercial brilliance,” Sasha curates events with purpose for businesses and non-profits delivering measurable results. 25+ years in the events industry producing over 1,000 events gives her a breadth of experience and she brings a combination of curiosity, creativity and commercial reality to event briefs.

Sasha is a Fellow of both the Chartered Institute of Marketing and Royal Society of Arts, and committed to giving back to the industry; as a Mentor for the Fast Forward 15, on the board of the event industry’s Event Apprenticeships Programme and a Visiting Lecturer in Event Management at Westminster University.

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Testimonials

“A very practical session packed with advice and guidence that can be applied in a realistic and achievable way. Sasha is very knowledgable and had a wealth of information to share. I've got a list of new ideas to share with the team wihich I hope to implement over the next 4-6 weeks.”

— Managing Director, English UK

“An excellent tutor who was very interactive and was able to tailor the learning around our needs and questions. I absolutely recommend this course to other..”

—Events Officer, The Independent Schools Association

“Running conferences is a very important part of the activity for most organisations and they can be complex to organise. This masterclass goes through all aspects in a clear and concise way and, although I have organised several conferences now, I still learned a lot and am looking to implementing what I learnt in the future.”

—Communications & Marketing Manager, Chartered Institute of Linguists

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.

Programme

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.

PART 1: - MONDAY 20 JULY
10:00	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
13:00	Summary review & Close
PART 2: TUESDAY 21 JULY
10:00	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
13:00	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 30 June): GBP 455.00
Late-booker: GBP 495.00
Prices are subject to VAT at 20%

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