Mastering Your Mission Statement (Virtual) | School of Marketing | ANA

Mastering Your Mission Statement (Virtual)

How to Craft a Mission Statement that Elevates Your Brand Story and Inspires Your Talent
(Virtual Half Day Workshop)

Virtual Workshop Description
A mission statement needs to be exciting and memorable to get investment and buy-in from the team. But most businesses have a mission statement that isn’t working. Instead of inspiring action, it’s being ignored.

When a company’s mission statement and guiding principles are simple and memorable, they are more likely to be acted on and the mission is more likely to be achieved. Unfortunately, too many organizations fill their mission statements with so much jargon and inside language that any impact is lost and the mission forgotten by your teams, resulting in misaligned or lackluster messaging and performance.

This virtual interactive workshop provides teams and team leaders with an easy-to-understand framework to create or improve their Mission Statement, Key Characteristics, and Critical Actions – with the end goal of increasing team alignment and engagement, and inspiring productivity. Participants will learn to hone their mission statement for impact through teaching, brainstorming, and creation. They will leave with an effective mission statement and implementation plan that they can bring back to their organizations and implement immediately.

Target Audience
This workshop is ideal for marketing leaders, managers, executives, and leadership teams.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and improving employee alignment and collaboration.

After attending this workshop, participants will be equipped to:

Improve employee alignment and collaboration by:

  • Developing an inspiring Mission Statement using a proven approach
  • Using an effective Mission Statement and Guiding Principles to increase team alignment and productivity, connecting the team’s work to the Mission Statement
  • Leveraging your Mission Statement to support recruitment and retention efforts

Improve marketing effectiveness by:

  • Strengthening your Mission Statement to guide clear communication of your brand story

Increase marketing efficiency by:

  • Motivating your team(s) to align work outputs to a cohesive Mission Statement

Download the full agenda here


  • Mary Czarnecki

    Mary Czarnecki works with brand leaders to apply a customer-centric approach to increase revenue and customer impact. Market-leading brands turn to her to upskill their teams and implement effective marketing strategies. She has worked with clients across numerous industries, including health care, beauty, technology, finance, insurance, and consumer products. She consults with Fortune 500 companies as well as start-ups and entrepreneurs.