How to Market a Landmark Anniversary for Your Company

By John Blicha

As the director of marketing for a company that is celebrating its 60^th anniversary this year, I had a challenge concerning how exactly to market the achievement.  60 successful years in business is a great feat in this day and age. We wanted to be sure to “shout it from the rooftops”, and you should too, whether it’s your 100th, 50th or 10th. 

I’ve broken down my plan into the following: the press release, logo, and the internet.  There are probably 50+ action items under those three but this will get you started creating your own plan.

PRESS RELEASE

I created a press release which announced our achievement, talked about our origins, our large customers and the specific strengths that our company and products have that allowed us to reach this anniversary.

 I first sent the press release internally to all of our employees, then to our sales reps and distributors.  Great news should always come directly from you to your stakeholders and then to the world, in my opinion.

The press release was then sent to the Associated Press to the attention of their Business division, in hopes that they would pick it up.  Next, it was sent to all of the magazines we advertise in, with a personal note of appreciation for announcing the news in the way they deem best.  Many times this will become part of an editorial on the state of the industry.  At the very least, it will be mentioned within the magazine and attention will be given to the release on their website.  Everyone seems to be looking for topics for their website right now.  Naturally, you’ll want to include your website address in the press release in order to benefit via Search Engine Optimization from the multiple incoming links this will create. 

Next, send the press release to any relevant industry trade publications, including your suppliers and the end users of your products.  You’ll be surprised at how often it is used.

Local news organizations are always looking for a “good news” story to balance out the other topics, so make sure any regional newspapers and television channels know about it.  You could even request a segment on your local news.

LOGO

I had a logo created that included our years of operation, our current logo and a large 60.  This logo is going in all of our trade publication ads, on our website and is sent with every correspondence about the anniversary as well.  The logo should also be placed on the building, in your tradeshow display, and used for internal celebrations with your employees (on hats, shirts, coffee mugs, for example).

THE INTERNET

Many of the contacts that you’ve sent the press release to will usher the news onto their website.  Make sure you get it on YOUR website quickly too.   I had the 60th logo placed on the home page, and we created a new page dedicated to celebrating the anniversary, along with pictures through the company’s history.

Be sure to contact listing directories.  ThomasNet for example, will announce your news as well.

Don’t forget social media.  Even a small manufacturer can benefit from the proper use of social media.  As you’re building users and creating goodwill, announcements about your anniversary on Facebook, Twitter and LinkedIn are the perfect way to show your company as more than just a manufacturer.  I’ve posted pictures of our facility from the 50’s, 60’s and 70’s, as well pictures of our teammates back through the years, and gotten great feedback from customers, former employees and the community.

There’s a quick launching pad for your landmark anniversary celebration, I hope it helps!  Feel free to contact me with any suggestions or questions.