Event Playbook Masterclasses

Delivering impactful conferences & events that are commercially successful and achieve the strategic objectives of your association.

AAE is the exclusive provider of training on the Event Transformation Methodology specifically designed for associations by Sasha Frieze, an award-winning events strategist, who has distilled over thirty years' and a thousand successful conferences and events’ experience into the system. The training is provided in a "Playbook" series of scheduled Masterclasses.

The Event Playbook Masterclasses supports association event specialists to work through the purpose and design of their conferences and events to ensure that they deliver impact and transformation; for delegates, sponsors, the sector, and their association both commercially and for their strategic objectives. Each Masterclass provides delegates with frameworks, checklists and tools, and is assigned CPD of 3 hours with a certificate of attendance.


The Business Narrative


Why enrol on the Masterclasses

Any association, society or federation with event portfolios or individual conferences that are facing challenges of: 

  • Low growth or decline in delegates
  • Reduced commitment from sponsors and exhibitors
  • Uncertainty with the mix of physical / online / hybrid in your portfolio
  • More demanding contracts and higher prices from suppliers

What delegate's say


Six Events Playbooks for Success

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?

Events Strategy Playbook

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

Is your sector in flux post-pandemic? Are you exploring the differing requirements of each generations of members? Are you exploring the balance of in-person, virtual and hybrid 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?

Current Schedule

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The Event Strategy Playbook

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The Event Content Playbook

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The Event Budgeting Playbook

About the tutor

Sasha Frieze


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

Damian Hutt