I asked your peers questions to provide you with insight into anniversary planning. Each led notable milestone anniversary campaigns and presented at The Anniversary Forum.
If you want to learn more, contact us to gain access to best practices and comprehensive Anniversary Planning Resources.
Q: What do you know now that you wish you knew when you began planning?
A: “Executing the anniversary required a much greater investment of time and resources than anticipated. While we had a small, dedicated anniversary team in North America, many other employees were needed in the planning and execution, and this work added to our daily responsibilities. We learned that from the beginning, it would have been important to determine the scope of each planning team, clearly set roles and responsibilities, and establish realistic expectations. Doing this would have helped to effectively balance work/life demands while producing high impact, high-quality events.”
Robin C. Rotenberg
CCO and 150th Anniversary lead
BASF
A: “It would have been so much easier if we had started sooner, at least 2-years out. My biggest fear was whether the approach and messaging would be uniquely ownable AND resonate with the three major stakeholder groups: students, faculty and alumni.”
Dan Hasler
VP Communications and 150th Anniversary lead
Purdue University
A: “When we began planning the 125th Anniversary, it would have made all the difference in the world by defining our ultimate objectives and the outcome. This would have greatly impacted how we planned and organized.”
Edward J. Ryan
Director of Heritage Marketing and 125th Anniversary co-lead
Coca-Cola Company
A: “That your work will impact more people than you think. Embrace it. Anniversaries are moments that have a gravitational force and capture people personally. Also, others will likely do much of their planning around yours. Plan and prepare for that, and your campaign will be more robust.”
David French
SVP Mktg, Comms., Partnerships and Centennial lead
National Park Foundation
Q: Anniversaries are challenging because…?
A: “One of the challenges for the 150th Anniversary was striking a balance between celebrating BASF’s contributions to science, innovations and sustainability while at the same time making the year fun and engaging for employees.”
Robin C. Rotenberg
CCO and 150th Anniversary lead
BASF
A: “It’s usually a first-time and part-time experience for the core leadership team. Establishing campaign intent and metrics is easier if the Brand marketing department is strong. If not, you’re likely to wander. Expectations will be wildly varied… you’ve got to establish clear and common expectations.”
Dan Hasler
VP Communications and 150th Anniversary lead
Purdue University
A: “There are competing interests, numerous influential parties, and only one budget. You’ll be challenged daily to stay true to your goal(s). You may even find yourself listening to the chorus of questions focused solely on what happens come the anniversary date. Don’t take the bait. Think long-term. Anniversaries are catalysts for change.”
David French
SVP Mktg, Comms., Partnerships and Centennial lead
National Park Foundation
Q: If you believe learning from your experienced peers at The Anniversary Forum would have been a valuable experience when you started, briefly state why.
A: “Attending The Anniversary Forum would have been a great way to gain insight into how companies approach and celebrate their anniversaries. To have been able to connect with peers for key learnings and advice would have been invaluable.”
Robin C. Rotenberg
CCO and 150th Anniversary lead
BASF
A: “Those of us asked to lead these sorts of things will likely do it once in our lives. We won’t get a “redo”. Study what others have done, gather best practices. Don’t let it get overly complicated. The difference is in the execution.”
Dan Hasler
VP Communications and 150th Anniversary lead
Purdue University
A: “Had we known about The Anniversary Forum, we would have attended. It’s always important to learn from what others have done before.”
Edward J. Ryan
Director of Heritage Marketing and 125th Anniversary co-lead
Coca-Cola Company
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Note: Anniversary Planning Resources are exclusive to those planning for their organizations.