Question

Topic: Advertising/PR

10 Year Anniversary Marketing Campaign Questions

Posted by Anonymous on 7/25/2006 at 8:35 AM ET 125 Points
The firm I work for is approaching its 10-year anniversary. We are a civil engineering firm with roughly 85 employees. With a fairly new marketing department of 2, we have begun researching and planning ideas for what we would like to accomplish with this anniversary. This is the first major marketing campaign of basically a brand new marketing dept.

With that said, can you please advise as to the average cost of a 10 year anniversary campaign for a firm of our size? What is a reasonable amount to budget for such a campaign; what might similar firms spend? What are the key things I need to consider or know about? Any advice you could give related to planning efforts would be great!

Thanks for the help!
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RESPONSES

  • Posted on 7/28/2006 at 10:13 PM Accepted
    I know for a fact that any scheme or budget allocation will definetly differ from business to business. Our company worked on a Telecommunications company and NSGB the bank, one was celebrating their hundreth year, the other celebrated their 10th year. Despite that, I strongly believe that you'd need more analysis towards what you really want to do. Stating a rough budget with no rationale or ground would be the first wrong move.

    Here's what I'd do for budget allocation, keeping in mind that the money I invest should give me a good return. Especially in such an arena you could spend $1,000,000 and be happy 'cause you simply know how it'd impact your company, thus worth the investment.

    My first question to you is to simply ask you for your objective:
    - Client's loyalty ???? or New business ???

    Secondly you'd need to acquire your full database of clients that you'd definitely be inviting to an event where you celebrate you'd 10th year. the event could be small and cost you $10,000 ... or could be large with full media coverage etc. worth $100,000.

    Please give me more of an insight of what your objectives are and who and what you want to tackle.

    Some of my clients would give me a budget they can afford and we propose to them what they can do best with the money they have to make something that's extremely effective.

    Cheers

    Shady
  • Posted on 7/31/2006 at 1:45 PM Author
    Thanks for the input!

    I understand your concern about our objective for the campaign.

    I believe the goal of the campaign is threefold. 1. We would like to take advantage of the anniversary event to generate PR for the firm and to further our notoriety in the community; 2. We would like to show our appreciation and thanks to our clients; and 3. we would like to garner new business through the exposure of such a campaign.

    Our idea of an anniversary campaign is not strictly one-sided. We believe it to be an all-encompassing Marketing/PR opportunity for the firm. Having said that, our Principals are just as inexperienced when it comes to such an event, and to them $$$ is what's key. And although we have many ideas of what things we would like to do/include in the campaign, we need some industry figures to back up those ideas and be able to say that on average, firms of our size and/or experience level typically spend around $X on similar campaigns. Therefore, knowing that, we can justify our expenditures on various marketing related items, such as advertising in key industry pubs and area pubs; ordering promo items for clients; throwing a celebration event; etc. What you said is sort of the role we’re taking…

    “Some of my clients would give me a budget they can afford and we propose to them what they can do best with the money they have to make something that's extremely effective.”

    If we have some budget figures to work with, then we can tell senior management how to most effectively allocate those funds to get the most out of the marketing campaign. So back to our problem of not quite knowing what to budget.

    -Kim
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