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Business Book Awards Shortlisted in Sales and Marketing category
Explore the art and science of how to create and curate transformational events
In an age of deep fakes and misinformation, business and professional events are more important than ever before. Live events are where real people have authentic conversations, where trust can flourish. They convene communities, create connections and host conversations, and ultimately they can change the world.
Events have been elevated around the boardroom table: they’re no longer simply a cost centre, but drivers of revenue and purpose. They have the power to inspire world leaders, change government policy and transform the conversation in sectors from immunology to indigenous rights. But creating such purposeful, transformational events is a strategic, not a tactical undertaking. The Chief Event Officer’s Playbook offers a blue print for a new generation of events; purpose-led, outcome-driven and aligned to organizational goals.
Drawing on her decades of experience across a wide range of events - media-owned, commercial events, corporate, non-profit and association – Sasha Frieze has created the essential guide for CevOs, aspiring CevOs, Event Directors and Planners, CMOs, boards and anyone exploring the strategic power of events for their organization.
Sasha Frieze FRSA FCIM is an award-winning event strategist, delivering 1,000+ events in 30+ years. Sasha has worked for decades with clients across media owners, corporates, associations and non- profits. Her clients include the United Nations Foundation, The Guardian, The BMJ, the Open Data Institute, Aberdeen Investments, Raymond James, Incisive Media, Informa, the British Society for Immunology and the Royal College of Anaesthetists.
Sasha is a Trustee of the British Society for Haematology subsidiary enterprises company, a Fellow of both the Chartered Institute of Marketing and The Royal Society of Arts, a visiting lecturer in event management at The University of Westminster, London, and a frequent speaker at industry events.
Introduction: Why CEvOs matter
Chapter 1. Exploring the event transformation
Chapter 2. Envisioning the journey
Chapter 3. Articulating the purpose
Chapter 4. Mapping the stakeholders
Chapter 5. Amplifying the message
Chapter 6. Curating the content
Chapter 7. Crafting the experience
Chapter 9. Evaluating your transformational outcome
Chapter 10. Making events a board- level conversation
Afterword: Looking deeper
Appendix Event Transformation Methodology downloads