The Event Transformation Blueprint: 10 Steps to Events People Trust (Early)

When so much online is uncertain, people trust what they experience together in person. Well‑run events can change minds, build relationships, and lead to real action.

At this Campfire, Sasha Frieze – an award‑winning event strategist with 30+ years of experience and 1,000+ events – shares a clear, 10‑step blueprint you can use to plan and run events that deliver results.

She will detail the three categories to consider when exploring customer journeys, share how to establish your event’s ‘ikigai’ plus strategies to put your participants at the heart of the story.

Her clients include the United Nations Foundation, The Guardian, The BMJ, the Open Data Institute, Raymond James, Incisive Media, and the Royal College of Anaesthetists.

The session draws on her book, The Chief Event Officer’s Playbook – a blueprint for the next generation of events: purpose-led, outcome driven and aligned to organizational goals.

What you’ll learn:

• Set a clear purpose and success measures everyone understands
• Map three key journeys – before, during, and after – so each stage works together
• Put participants at the centre with formats that invite real conversation, not just one‑way talks
• Choose speakers and content you can trust, and prepare for honest Q&A
• Design practical next steps so the event leads to action, not just applause
• Show how your event supports your organisation’s goals without turning it into a sales pitch

Who this Campfire is for:

• Event and meeting professionals
• Marketers and strategists
• Anyone shaping business or professional events who wants clear steps and real outcomes

In a time where events can inspire world leaders, change government policy and redefine the conversation in sectors ranging from immunology to technology, we need a guidebook that helps us create authentic, trustworthy events and experiences that meet these high expectations – for both the organiser and the audience. Welcome to The Chief Event Officer’s Playbook.

About Sasha:

Sasha Frieze is an author and event strategy consultant. Over three decades, she has delivered more than 1,000 events for organisations including the United Nations Foundation, The Guardian, The BMJ, the Open Data Institute, Raymond James, Incisive Media, and the Royal College of Anaesthetists. She is a Fellow of the Chartered Institute of Marketing and the Royal Society of Arts, a non‑executive director of the British Society for Haematology, and a visiting lecturer in event management at the University of Westminster.

She is the author of The Chief Event Officer’s Playbook – How to Create Transformational Events.

Learn more: https://mybook.to/TCEOP

How to watch this Campfire:

• Link to sign up for this Campfire (WXO members only)
• To join the WXO, please head to our Application page
• The WXO is a global home for the leaders, shapers and doers in the Experience Economy
• As a member, you’ll get live access to Campfires like this one plus unlock an on demand library of over 100 Campfire recordings

Timings:

Campfire #1 is suitable for those in the APAC region or Europe, but everyone is welcome! Here’s when we kick off in your time zone:

• London: 9:55 – 11:25 (BST)
• Paris: 10:55 – 12:25 (CEST)
• Dubai: 12:55 – 14:25 (GST)
• Mumbai: 14:25 – 15:55 (IST)
• Shanghai / Singapore: 16:55 – 18:25 (CST/SGT)
• Tokyo: 17:55 – 19:25 (JST)
• Sydney: 18:55 – 20:25 (AEST)
• Auckland: 20:55 – 22:25 (NZST)