Does your company have a milestone anniversary coming up? It doesn’t matter if you’re about to celebrate your 5th or 50th year in business: every anniversary has the potential to be a platform for marketing and PR campaigns.
Corporate anniversaries are a great opportunity to communicate with your audience – clients, prospects, employees, and beyond – and a perfect time to tell and share your story. It is a chance to talk about why you started your business in the first place, where you have been, what you do, and what makes you different. And it’s an opportunity to thank employees and clients who have helped you reach this milestone.
Motel 6, for example, tells its story very effectively through the commercial “Metamorphosis,” where a family drives their vehicle through Motel 6’s 50-year history. From Baby Boomers through the big-hair 80s up to the present day, the video captivates the audience while also reminding of the brand’s enduring legacy.
Anniversaries are also significant because they remind employees that they work with a company that is not only successful, but also stable and dependable — one that has stood the test of time and will continue to be there for its clients.
So it pays to pay attention to your anniversary. But what is the best way to make sure you are spending valuable time and money on the right things that will deliver maximum impact?
Here are nine top tips to consider as you start in on the planning process:
- Set a budget. Determine how much your company is willing to spend on anniversary activities and marketing tactics before you get into the overall planning.
- Set objectives. Think about your company’s goals and what you want to achieve. How do these anniversary goals tie in to overall business objectives? Make sure your goals and plans support your allotted budget before moving forward with the details.
- Plan, plan, plan. Be sure to allow plenty of time to develop your strategy and start the planning process as early as possible so that the timing for all anniversary-related marketing tactics and events can be aligned throughout the anniversary year.
- Involve your employees. Create a successful teamwork environment to spur your employees’ feelings of company pride and loyalty.
- Share your stories. Gather memories from past and current clients and employees that illustrate your company’s core values. Share those stories and other major achievements (e.g. special innovations or breakthroughs within the industry) internally and externally through all available channels – your newsletter, social media, a video, and on an anniversary page on your website.
- Create a call-to-action. To engage your employees and target audiences (clients and prospects included), create a specific call-to-action so they can be involved in your anniversary celebration. For example, invite your clients and prospects to celebrate by getting involved with a competition connected to your anniversary. Or have them to vote for a specific charity that the firm should donate to each year.
- Create a special anniversary logo (and tagline). Add it to your website, your stationery, your email signature, and signage in your office or store locations. If you are planning to send out commemorative gifts to your clients and prospects, business partners and others, make sure they are branded with your company name and anniversary logo.
- Make it media-worthy. Issue press releases for particular activities, and invite media to attend anniversary-related events to get as much coverage as possible.
- Celebration: Host a party for your clients. Order a cake to share with your employees. Create meaningful anniversary traditions – and then make a point of repeating them every year (or at a set interval).
If you would like help creating your corporate anniversary communications (or eating the cake!) get in touch