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Tip: #6 Anniversary Clocks make a great thank you gift

Clocks with your 100th anniversary logo are a timely and trendy gift for your top clients, customers or stakeholders to mark your company milestone. Here is just one example from Ontario’s the Farrow Group.  

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The roadmap to executing a year-long Anniversary Campaign

The Harley-Davidson brand is synonymous with visions of freedom, cruising the open road, expressing your individuality, and to a certain extent living the ‘American Dream’. Recently the company concluded a year-long campaign celebrating the company’s 110th Anniversary. They organized 16 events around the world from South Africa to Rome. As you explore the work highlighted here of their public relations, marketing and logistic teams on this global campaign, consider how your own organization can use some of these ideas for your own anniversary.

 

Twitter wall featured at the 1 year countdown to the 110th Harley-Davidson Anniversary

The Harley consumer is so integrated with their brand it was essential to involve the public in their anniversary events. Building on the concept of Harleyfest, which is celebrated every 5 years with a motor cycle ride to Milwaukee, each event location hosted a motorcycle enthusiast extravaganza. In most cases, you will be starting from scratch when building consumer events, from parade permits to securing entertainers. But occasionally if your campaigns goals and objectives align with an already established event, it may pay off to add onto an existing event like Harley did with Daytona Beach Bike Week in Florida.

 #HD110

Recent 7-day snapshot provided by TweetReach.com

Social media is going to be a crucial component of your communications plan regardless of how large and far reaching the events may be.

  • Visual images last the longest in the hearts and minds of any consumer. Your planning sessions with TAC will help determine what is right for you. Being able to connect a tangible company product with your global online audience is pure story-telling magic, just like this single leather jacket which took a trip around the world.
  • Harley incorporated fan photos from their events on an Instagram photo gallery within their website.
  • Twitter hashtags help spread your message. For example, Harley’s anniversary campaign hashtag #HD110 is still going strong 5 months after the anniversary – using only 8 recent tweets they reached 1780 Twitter users. Imagine what the social media impact could be on the day of your anniversary event alone!

Harley, founded in 1903 in Milwaukee, Wisconsin, has celebrated many milestones over the years. Their adoring fans gobble up HD merchandise, like 100th Anniversary clocks you could send as thank you gifts to your stakeholders. You may not be aiming for $40 million+ in licensed merchandise annually, but a small yet significant gift for your most important target groups, like investors or branch managers, will certainly help to make them feel special and appreciated for years to come.

Consider your typical charitable giving efforts. Can the charter school around the corner benefit from a fresh coat of paint? Will your foundation gift to the CEO’s charity be covered by the press? How can your generosity be mixed into the anniversary campaign? Despite the company’s altruism, the donation can live on in the press for a while.  Such as the coverage recently received by Pope Francis announcing he will raise money for charity by auctioning a signed motorcycle commemorating the 110th Anniversary that he was given by the Harley-Davidson Motor Company.

You may wonder what a huge company like Harley-Davidson has to do with your organization’s upcoming anniversary. We challenge you to think of ways these ideas could be implemented within your corporation’s culture and framework. Will your bank branches each receive an “anniversary in a box” bundle like when we helped Comerica celebrate their 150th? Will you treat your headquarters’ building to a wrap treatment, like Kelly Services?

Hiring an Anniversary Architect / Master Builder

The Anniversary Company (TAC) offers several levels of service to assist companies with their milestones. When TAC serves as the anniversary architect/ master builder our team becomes an extension of your staff.  Our senior staff person will be your general manager leading a 10-phase process to organize and execute your celebration campaign. Typically the general manager or Architect will facilitate all planning sessions and serve as the liaison to your target populations, such as the local communities where your divisions/branches reside. Your Anniversary Team will keep all component projects on track and within budget, such as press conferences, stockholder receptions, or employee events. We will identify and direct key suppliers like production, tenting, and transportation vendors, and successfully execute all creative/communication initiatives, and expertly manage on-site event logistics. Following the conclusion of your celebration campaign we help you measure, audit, and closeout.

Contact us today to learn how an Anniversary Architect/Master Builder package may be right for your organization.

Sources:
http://110.harley-davidson.com/en_US/events
http://tweetreach.com
http://en.wikipedia.org/wiki/Harley-Davidson
http://www.dailymail.co.uk/news/article-2538578/Pope-Francis-sells-Harley-Davidson-proceeds-poor.html