(Additional speakers to-be-announced)
Chief Communications Officer
Stanley Black & Decker
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.
Former, VP Global Brand Systems
IBM at 100: Insights on Propelling a Brand into the 21st Century
Kevin Bishop led IBM’s Global Centennial Program, a yearlong program of engagement that received many accolades, including the Silver Anvil Award for the largest corporate service event in history.
Kevin will explore the power of using your anniversary as a catalyst to understand your past to inform your future and as an educational experience for employees, clients and other stakeholders.
Kevin will outline the strategic planning process and lessons learned, for example:
1. Start with the strategic intent and be clear who you constituents are.
2. Have deep content and substance behind what you do. Being authentic is essential.
3. Humanize your story, making sure it is relevant to the people that impact your future, not your past.
4. Work each media element for what it’s uniquely good at.
5. Make sure to avoid the mistake of treating your anniversary as an isolated event. Your approach should last for the long term.
Intel’s 50th Anniversary Celebration: Engaging Employees for the Next 50
Intel used its 50th anniversary to engage and celebrate employees, acknowledge its’ rich and powerful past, and pivot towards new market opportunities to reach it’s $300B revenue goal in the future. Through 6 tent pole activations, planned in 6 months, Intel employees were able to Do Wonderful to make a lasting impact on the world.
Kate will share key elements of Intel’s planning process including how to:
- Establish effective guiding principles
- Organize small, cross-functional decision-making committee
- Gain the critical support of leadership
- Engage and empower worldwide volunteers
- Use your anniversary to Do Wonderful
- Benefit from lessons learned by understanding what worked, what didn’t
Talk Summary coming shortly
8 Key Considerations for Successful
Lisa’s had the privilege of interviewing hundreds of executives who embraced the challenges and opportunities with planning anniversary campaigns. Their collective insights added to her own and one of them is that there are common threads of best practices, whether it’s a corporate, higher-ed or non-profit milestone anniversary.
Lisa will share her insights about what works, what doesn’t and why and the 8 key considerations for successful anniversary planning. Lisa will also talk about the “Anniversary Effect,” which contributes to transformative and measurable outcomes beyond what may be imagined.