Question

Topic: Advertising/PR

Company Anniversary

Posted by larry.sebbens on 5/8/2008 at 11:10 AM ET 50 Points
Financial services company marketing in finite geographic area (Western PA) celebrating 60th anniversary this year. Anyone developed any creative ideas recently to 1) involve employees 2) generate publicity and 3) celebrate?
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RESPONSES

  • Posted by Levon on 5/8/2008 at 1:43 PM Member
    A good anniversary needs a good party which involves a good theme, great food and wine, entertainment and party favors.
  • Posted by Tracey on 5/8/2008 at 5:57 PM Member
    First, start with your objective. What do you want to communicate? Are you trying to show your customers you're still the best and/or that you appreciate their business? Are you trying to tell them that you offer more services than they may know?

    Next, figure out your audience. Customers, prospects, employees, investors, press?

    Last, figure out how to get your message out to each audience. Your message to employees might be different than your message to customers. E.g., you might want to reinforce something (like responsive customer service, or one of your company values) to your employees. An anniversary is a good opportunity to enforce the message, and in a fun way.

    The tactics really depend on the objective. However, tactics might include:
    party (for employees and/or customers/prospects), PR (podcasts, executive interviews, blogging, articles), direct mail/email, free offers (white papers, seminars, guides, etc.), promotional giveaways.

    The point is, you really want to use this milestone to drive home a message and your branding. Everything should revolve around that.
  • Posted on 5/9/2008 at 9:41 AM Accepted
    Greetings from someone who grew up in Western PA!

    I like the ideas in Tracey's post, and think you can take them even further.

    You don't define what type of financial services firm you are, but given your business, you've probably been very instrumental in sustaining the local economy. How about connecting with long-time clients to create a retrospective on how you've been a partner in your area's economy? This could be a great multimedia clip on your web site.

    An interactive timeline is a great idea for your website. Coca-Cola does this very nicely, and it makes it much more fun. Mouse over the timeline and milestones pop up with audio and visuals. You can also match significant milestones in your company's history with significant local events. You can add to this with video clips, videblogs and audio.

    What can you do to give back to the community as part of your anniversary? After all, they've given you 60 great years. Can you create a scholarship, or perhaps fund a program to teach high school students basic financial literacy (how to read a credit card application, bank statement, etc.)?

    How can you also convey that you will be part of the region's future? Western PA is not a high-growth area at the moment. How is your firm being part of the solution--funding small business, managing municipal bonds, etc? If you can link your company's success to a win for your region, more people will feel like helping you celebrate, especially now, when there's a downturn. Consider relying heavily on your clients to provide items for the celebration--food, flowers, web services, etc.--and spotlight them as success stories you've helped to create. Is there any way to estimate the amount of wealth you've returned to the community economy using the multiplier effect? Make your anniversary everybody's win, not just your own.

    If your firm has been a leader in local community service, how about including those milestones in your publicity? For example, if you offer a scholarship already, how about an alumni roster of all the students you've helped to get a college education? Of if you participate in something like Habitat for Humanity, how many houses have your employees built or how many hours have they contributed?

    Finally, consider some nice prize drawings to get attendance at your event and build excitementm like scholarships, savings bonds, etc. You could also tie in prizes like copies of a book such as Rich Dad, Poor Dad that teaches personal wealth building, or perhaps sponsor a group to play the CashFlow or CashFlow for Kids games by Robert Kiyosaki (a great way to learn responsible money management while having fun).

    In other words, you will enhance your credibility and perception as a leader by making the anniversary a true community celebration rather than keeping the spotlight just on yourself.

    I do retain ties to the area, so depending on where you're located, if I can offer any help in making connections, please contact me.
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