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!)
Former, 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.
From Sun King to Space Exploration: Celebrating 350 years with Saint-Gobain
How do you celebrate the 350th anniversary of a $55 billion global company founded by Louis the Fourteenth to build the Hall of Mirrors at the Palace of Versailles? With a great amount of planning, creativity, collaboration and passion.
Carmen Ferrigno outlines the challenges, coordination, negotiation and planning that went into the complex program with special focus on how to measure success, build and maintain lasting external partnerships and take full advantage of the momentum that a well-planned and well-executed program can have on employees, customers, communities and partners.
The Saint-Gobain story also covers how to engage business brands, marketing teams, executives and others to help expand the impact of the celebration and turn it from a simple party into a comprehensive opportunity to raise the profile of your corporate brand.
Sr. Dir., Comms & Mktg.
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.”
Director of Communications
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.”