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Anniversary Campaigns: 3 Ways to Reinforce Brand Mission and Value
15 October, 2020

Anniversary Campaigns: 3 Ways to Reinforce Brand Mission and Value

A company anniversary, whether it’s 5 years or 50 years, is an important milestone to celebrate. It’s a chance to recognize and thank employees and clients for their contributions and partnership. And, just as importantly, it’s an opportunity to reinforce everything the company stands for to its most important audiences. Here are a few things to keep in mind to take advantage of these occasions:

Look Back, Look Ahead

A milestone anniversary is a great time to remind key audiences of your organization’s history and successes. Launch a microsite or special anniversary section on your website to share this information. But don’t stay in the past. Take advantage of the opportunity to reinforce important messages about where the organization is going and communicate how the organization is forging ahead.

Plan Celebratory Events and Publications

Events are an opportunity to create additional goodwill and further cement relationships, and commemorative publications are great keepsakes. 2018 marked the 60th anniversary of Prince George’s Community College. From humble beginnings on a campus at Suitland High School in 1958, the College’s rapid expansion and growth has made it possible for nearly 40,000 students annually to obtain a degree and train for the workforce. The College commemorated this milestone in a variety of ways, including a gala, where key partners were recognized and thanked. Additionally, a special anniversary issue of Progressions Magazine, the annual publication published by the College’s Office of Institutional Advancement, was published and distributed to partners and donors.

Encourage Employee and Customer Engagement

Use your milestone anniversary as an opportunity to celebrate your team and reinforce how important your employees are to the success of the organization. Plan special ways to thank employees and celebrate their contributions. Anniversary campaigns are also the perfect opportunity to connect with customers and partners. Use storytelling on social channels, for example, asking long-time customers for quotes and recount important “firsts” or other successes through the eyes of those you have served.

However you approach the milestone, be sure to use the event to reinforce your organization’s mission, vision and core values. It will be time, and effort, well spent.