Step 1: Clarify Your Mission

Your mission, aka your ‘purpose’ or ‘why’, is a short statement (2-3 sentences) that describes your big-picture objective and the reason for your event’s existence. No matter whether you’re planning and delivering a virtual, hybrid or in-person format, an effective event mission statement provides a solid foundation and framework to guide your decision making throughout the entire planning process.

A mission statement should include these elements: 

1. Event name
2. Overall objective 
3. Target audience
4. Event format and features 
5. Purpose

Here is a great example:

South By Southwest dedicates itself to helping creative people achieve their goals. An essential destination for global professionals, the event features sessions, showcases, screenings, exhibitions, and a variety of networking opportunities. The purpose of SXSW is to create an opportunity for “creative people to develop their careers by bringing together people from around the globe to meet, learn and share ideas.”

Writing your mission statement could require buy-in from sales leaders, marketing copywriters, PR managers, and executives, so be sure to hold a roundtable discussion to ensure all parties are on the same page so you can craft the most effective summary. 

While this step is often overlooked, the clearer you are on your mission, the more streamlined your entire event and its marketing will be.

Stay tuned for the next installment of the 7 Steps to Event Success! 
Step 2: Outline Your Event Goals and KPIs.

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