June 23-24, 2021
Chief of Staff, Bicentennial Dir.
Leveraging Your History:
The Indiana University Bicentennial
Learning how to effectively leverage strengths is a core attribute of any successful program. But how often do you hear people talk about “leveraging your history”?
In Kelly’s presentation she will explore this timely and important topic by sharing the hard questions each organization must ask themselves about your history iso that you may inform an authentic anniversary brand and program strategy.
Kelly will also share their critical and very successful planning strategies and talk to the collaborative exercises that proved immensely valuable to align leaders across the institution. Having spent 5-years planning the Bicentennial, Kelly will share the most valuable aspects of what worked very well and the ‘lessons learned’ along the way. Ample time will be given for Q&A.
Corporate VP, Corporate Communications
New York Life
The Best Laid Plans of Mice and Men Often Go Awry.
No matter how much you plan, some things will always be unpredictable. But never could we have imagined that our anniversary year would be remembered for a world-wide pandemic.
In this presentation, you will learn about how New York Life meticulously prepared for two years for their 175th Anniversary and even launched the year with a new brand campaign at the SuperBowl, then had to quickly pivot and unwind its plans in light of COVID.
Emily will review the process for CEO buy-in, approach to organizing and executing on tactics and discuss other lessons learned.
Director, Brand and Marketing
Green Bay Packers
Green Bay Packers Gamechanger: “You Only Turn 100 Once”
A true believer of ‘plan the work’ and ‘work the plan’, Joan Malcheski led the Packers game plan for all things 100 seasons. Working with an internal committee, the group set over 10 measurable goals, multi-faceted strategies and executed over 150 projects to kickoff and carry the celebration for 16 months. Delivering on time and on budget, the 100 Seasons campaign was also delivered on brand and was developed and executed with input from stakeholders throughout the organization.
Malcheski is in her 10th year with the team and will share the research, strategies, planning and execution tips during her presentation. She will also share the ‘lessons learned’ along the way. Q&A will round out the session. Joan looks forward to sharing the Packers’ playbook on all things for 100 Seasons.
Co-Chair, 150 Anniversary
University of Nebraska
Big Anniversary Yields Big Results!
A milestone anniversary can be an opportunity to inspire and engage stakeholders with a fresh vision for the future.
Meg Lauerman co-chaired the 150th anniversary celebration of the University of Nebraska’s flagship, Big Ten campus in Lincoln. The plans put in motion for the 2019 celebration are still relevant and ongoing, engaging key stakeholders in the shaping of the university’s best future.
Meg will talk about building an anniversary team, goal setting, the practical realities of developing and implementing tactics and building strategic collaborations with long range benefits.
Vice President | Internal Communications
Celebrate Your History!
The 125th anniversary of the founding of Ameriprise offered a rare opportunity to celebrate our rich history, strengths, and culture. We used this monumental milestone to acknowledge the legacy we’ve built as a pioneer in the financial industry, delivering outstanding service to clients for 125 years, and shared how we are building on our solid foundation to evolve the company for the future.
A core team, with representatives from across the company and around the world, created a memorable experience for our clients, advisors, employees, and communities to mark this important milestone in our history.
- Discovery phase – Anniversary Forum, peer companies, research, brainstorming
- Planning – 24-person planning committee, explored three tiers (incorporate into existing vehicles, enhance overall messaging/experience, higher visibility/lasting impact)
- Execution – corporate, field, external tactics: innovative, engaging communications and key messages, marketing materials, videos, posters, thank you postcards, intranet articles, history timeline, billboard and advertising, community giving, and events culminatingweek-long celebration
- Results – metrics, anecdotal feedback
- Lessons learned – challenges, items incorporated into business as usual
One Of A Kind Inc. Art Studio
Anniversary Art – A Unique Treasure that Captures the Moment and the Legacy.
From her unique 30-year perspective of partnering with organizations celebrating significant milestones, Donna has encountered every possible anniversary scenario. In this presentation, she will show the extraordinary idea that has made landmark occasions memorable for a host of Fortune 500 companies, associations, universities and hospitals, including Cisco Systems, Marriott, Andersen Windows, Oprah Winfrey, SHRM, Johns Hopkins University, AIA, Chicago Bulls and Southwest Airlines.
Donna will share examples of custom-made 3-dimensional art created to commemorate clients’ history, leaders, mission and accomplishments—at a celebration, in a lobby, on a website. She will detail the “5 P’s” of proven anniversary success and describe how the art helps achieve each, transforming photos, documents and 3D memorabilia into fascinating anniversary art and a lasting legacy.
Global Brand, Alignment and Ops Leader
Deloitte 175: Making An Impact That Matters Yesterday, Today, And Tomorrow.
As the most valuable and strongest commercial services brand in the world, Deloitte aims to make an impact that matters wherever it operates – for its people, its clients and society. But how does one even start to tell the stories of an organization that has been around, in some form, since 1845 – especially without any formal archival foundations?
In this presentation, Joseph Harrison, who led the global 175th Anniversary campaign for Deloitte in 2020, will share how he and a small team tackled that challenge and created a dynamic and engaging campaign, surfacing long-lost archival materials along the way, and planned what was the first ever global celebration of its kind for the professional services organization.
But as we all know, 2020 had plans of its own, so Joseph will also share how he pivoted the anniversary campaign to respond to the global pandemic, how Deloitte leveraged (and continues to leverage) its rich history and heritage in service of its strategic priorities, and how the celebration of its 175th anniversary was just the beginning.
Making Milestones Matter.
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.