SVP Marketing & Brand
Harley-Davidson Motor Company
Finding the Authentic Purpose of Your Anniversary
Join Heather Malenshek, Harley-Davidson’s Senior Vice President of Marketing and Brand, for an informative and engaging discussion on what it takes to succeed at delivering an anniversary celebration for one the world’s most iconic brands.
Heather will share how Harley-Davidson’s authentic purpose is the driving force behind the event’s execution and how its 115th Anniversary broke the mold from its previous celebrations.
You will take away key learnings and ideas on how to apply creativity and innovation to excite and engage attendees – all while staying true to your brand’s unique attributes. (And who knows, you might even find yourself inspired to ride!)
Formerly, VP Global Brand Systems
Demonstrating Effective Anniversary Planning Principles
In this session Kevin Bishop, who is a Milestone Master with Anniversary University™, leads attendees through a structured dialogue to reveal the priorities, strategies, planning approaches, and anxieties that face anniversary leaders.
This highly interactive session will address critical topics such as purpose, audience, outcomes, investments, and organization, with organizations who are currently at different stages of development and execution of their anniversary plans.
Kevin was a leader with the award winning IBM Centennial campaign and brings years of strategic planning and workshop facilitation experience to this session, which everyone will find relatable and valuable.
Kari S. Evans
Ex. Dir. Bicentennial
University of Virginia
Planning for UVA’s Bicentennial: How to Commemorate the Past and Envision the Future Without Missing a Step?
Kari will guide attendees through the steps needed to successfully take advantage of a pivotal milestone moment for an institution.
She’ll share the challenges and lessons learned, as well as the highlights and accomplishments, from UVA’s bicentennial commemoration.
From research and benchmarking, to aspirational brainstorming and goal setting, to organizing teams, and ultimately to program conception, execution, and assessment, an anniversary commemoration is an opportunity to honor the past, build collaborative relationships in the present, and envision the future.
VP Global Brand
Engaging Stakeholders through Effective Storytelling
How does the largest privately-held company in the U.S. -- which is largely unknown outside of the food and agriculture industry -- tell its story to a global audience?
By leveraging a significant milestone and a newly launched brand system to demonstrate how they’ve been helping the world thrive for 150 years.
Learn how Cargill used its 150th Anniversary to bridge their proud past to an even brighter future by sharing stories of how they’ve been helping their stakeholders achieve success.
Karen will share:
- Cargill’s 150thAnniversary strategy & objectives, including how Cargill used its 150th Anniversary as an extension of the company’s brand promise, the importance of establishing objectives and confronting challenges head-on, and ensuring the anniversary program remained relevant to targeted stakeholders through a year-long cadence of activities.
- Specific tactics Cargill employed including the creation of compelling content and how this was implemented across a variety of channels, developing a variety of activities to engage multiple internal and external audiences, and enlisting support to help execute the program in a globally consistent yet locally relevant way.
- How Cargill engaged 150,000 employees across the globe to become passionate and dynamic brand ambassadors by using the Anniversary to share their pride in the work they do to nourish the world.
- Measuring the success of the 150thAnniversary, including specific goals and actual results, lessons learned and how Cargill continues to use many of these tactics beyond its anniversary.
Formerly, Sr. Dir. COMM's
How To Successfully Manage Anniversary Planning
In 2016 Matt Weismantel led Rutgers 250th Anniversary to great success. President Obama was the 250th Anniversary commencement speaker and the campaign received numerous accolades, including 26 Pinnacle awards and 15 Gold Awards from the International Festival and Events Association.
Successful anniversaries require careful planning and complex preparation. Early planning is critical in setting the stage and preparing your organization for what’s ahead. Although this can be a perplexing time for an anniversary leader, working with a clear sense of purpose and direction will help you assemble the pivotal elements that will make your anniversary an outstanding achievement, far beyond the anniversary year.
Areas of emphasis will include:
- Awareness-building and establishing overall scope
- Understanding your building blocks - planning, goals, budget, marketing and branding
- Crafting an inclusive and welcoming environment for all stakeholders
- Organizing the Anniversary team
- Pitfalls to avoid and opportunities to grasp: What I wish I knew the first time around
- Spotting and leveraging win-win collaborations
Making Milestones Matter
To Those Who Matter Most
You’ve been invited to attend The Anniversary Forum because your institution is coming upon a significant milestone and you’re helping lead this effort, which is a rare privilege and responsibility.
Your peers say that leading an anniversary enabled some of their proudest work and was a once-in-a-career opportunity. Consider yourself fortunate, this is going to be a fascinating ride – this will not be business as usual.
Lisa has spoken with over 150 executives who’ve led anniversary campaigns and will share her insights and why Anniversaries are a once-in-a-lifetime opportunity not-to-be-wasted.
Major milestones have an inspiring way of summoning the best from people; the best strategic planning, the best creative endeavors, the best collaborative thinking and the best bold leadership. Lisa looks forward to sharing the extraordinary power of your anniversary something she calls “The Anniversary Effect.”
Michael Merk, CCO designvox
Formerly, Director of Comms.
To Make Sure Your Anniversary has a Sustainable Impact, Start with The Question WHY.
100 Dreams. 100 Minds. 100 Years. The Steelcase Centennial theme inspired curiosity about its own culture, the world, and the bright future for Steelcase.
Michael Merk led the Centennial project and shares how an anniversary is an incredible boost to your company’s strategic direction and how important it was to begin with the “think” phase.
Learn valuable tools and strategies to:
- Create a consistent message with global audiences
- Understand the value of planning early
- Engage employees for meaningful outcomes
- Leverage your anniversary to gain broader visibility and purpose, which for Steelcase was “unlocking human promise.”
3D Projection Mapping for Milestone Anniversaries
Philippe Bergeron is Founder and CEO of PaintScaping, the world’s leader in 3D projection mapping.
Projection mapping is a rapidly-growing art form that turns buildings, landscapes and even human faces into otherworldly interactive displays.
PaintScaping has revolutionized the use of powerful light projectors to bring to life some of the most iconic structures on the planet. The story-telling possibilities are boundless. One of the most recent and exciting projects was for the Bicentennial of the University of Virginia.
Projection mapping begins with the acquisition of an object’s form, often a building facade, using technologically-advanced tools like LIDAR or photogrammetry to create a highly detailed 3D image of the surface on a computer. Digital artists and writers then essentially develop stories in projected light, just like film. But in this case, they use the contours of the object as part of the narrative.
“You have to listen to what the building tells you,” says Bergeron. “It’s very much left brain and right brain.”
Philippe Bergeron will explain the power of 3D projection mapping to captivate audiences during large-scale anniversaries.
Used by powerhouses like Disney and Universal Studios, 3D projection mapping has recently become an affordable way to create a memorable moment for any event, large or small. Milestone anniversaries benefit immensely from this new art form, because of the powerful storytelling and incredible “wow” moments.. Bergeron will present case studies, of three major projects: The Bicentennial for the University of Virginia, 375th Anniversary of Cape Cod’s oldest town, and Pasadena City College’s 90th Anniversary.
Bergeron will entertain and fascinate you with stories from behind-the-scenes and will talk to the creative process and endless ways 3D projection mapping can illuminate your story.
D S Simon Media
Incorporating Effective Video Strategy into Your Anniversary Planning
The increased power of video across all platforms means that you limit the success of your anniversary campaign if you don’t maximize the effectiveness of your video strategy.
This panel will help you get there. Important questions will be discussed including: How to create different types of video needed for campaign success? How video strategy and campaign strategy work together?
This panel discussion is moderated by Douglas Simon, CEO, D S Simon Media and features Kevin Bishop, who helped lead IBMs Centennial and Matt Weismantel who led the Rutgers 250th Anniversary. You’ll learn about the different silos of videos that you can use to bridge where your organization’s been to where it’s headed, engage employees, share live content globally on social channels, get your stories covered on television around the world and provide a platform for your C-Suite leaders to reach key audiences. This session will also devote time to your questions.
D S Simon Media is an award-winning firm and has created and distributed content for multiple anniversary celebrations including the 100th Anniversary of the Girl Scouts and 75th Anniversary of the Macy’s Thanksgiving Day Parade.
Head of Strategy & Partnerships
Using the Power of Purpose to Build Participation In Your Anniversary Campaign.
How do we best connect our anniversary with a higher, community or public cause? How can our work to drive social impact be authentic, powerful, and effective? How do we best engage our constituencies with our work or campaign?
Whether you are a non-profit telling the story of years of work, a university articulating the impact you’ve had, or a corporation looking to stand out from the landscape, your anniversary is the perfect moment to define, share, and live your organizational purpose.
At Purpose, we build participation for social impact. In this session, we will
- Discuss why purpose is critical to engagement,
- Share best practices and tools for defining, articulating, and connecting your purpose,
- Review how organizations have used purpose successfully (and unsuccessfully) in campaigns
- Set next steps for reflecting purpose in your anniversary campaign.