Event Transformation

Event Transformation for Associations

Delivering impactful conferences & events that are commercially successful and achieve strategic objectives.

AAE is the exclusive associations 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 Transformation Methodology is a proprietary system to help 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. It has been developed over thirty years' and a thousand successful conferences and events’ experience. 

Request the Event Playbook Masterclass Brochure [PDF] >>

Why you should be interested

Any association, society or federation with event portfolios or individual conferences that are facing challenges of: low growth or decline, reduced commitment from sponsors and exhibitors, uncertainty with the mix of physical/online/hybrid in their portfolios as well as more demanding contracts and higher prices from suppliers, should adopt the methodology and take up the Masterclass training.

Each Masterclass provides delegates with frameworks, checklists and tools, and is assigned CPD of 3 hours with a certificate of attendance.

Scheduled Masterclasses
  • The Events Strategy Playbook
    Structuring and developing your 3-5 year events strategy to deliver a successful portfolio.
  • The Event Market Mapping Playbook
    Creating a blueprint to shape your marketing, sponsorship and PR execution plans
  • The Event Content Playbook
    9 frameworks and strategies to maximise your event content design and delivery
  • The Event Marketing Playbook
    Creating a blueprint to shape your marketing, sponsorship and PR execution plans
  • The Event Sponsorship Playbook
    6 frameworks, checklists and strategies to achieve optimal sponsor and exhibitor sales
  • The Event Budgets Playbook
    6 models, checklists and frameworks to ensure effective pricing and budgeting for profitable and successful events
View the Masterclasses About the Creator and Tutor

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 Partnership

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