Too often important corporate milestones are treated in a manner similar to a wedding anniversary: companies will send out an announcement (press release, advertisement or email blast), host a modest reception, and provide a memento to a select number of longstanding clients.
通常,企业的重大事件堪比婚礼纪念日:公司发出通知(新闻稿、广告或是群发邮件),举办低调的接待会,选一些长期客户送出纪念品。

These traditional corporate anniversary tactics may yield a few congratulatory notes, but will not deliver what might have been achieved – in terms of confirming core values, building corporate culture, and reinforcing brand presence – if the company had approached the opportunity in a strategic manner.
这些传统的公司周年庆可能会带来的只是一些恭贺之词,却没法达到加强核心价值,创立企业文化,提升品牌地位的效果,但如果公司能够充分利用好周年庆这个机会,结果就不同了。

As a starting point, effective corporate anniversaries require the same high level of planning discipline that’s applied to other aspects of business development at the firm, which should include:
首先,有效的公司纪念日需要和公司商务发展同等高度的计划准则,包括:

Articulation of measurable business objectives the program will seek to achieve;
清楚的传达出项目将实现的可衡量的商业目标;

Identification and prioritization of the target audiences the program will reach and influence, including employees, current and prospective clients, suppliers, referral sources, the media, etc.;
鉴别并优先考虑项目针对和影响的目标受众,包括员工、目前和潜在客户、供应商、引荐来源、媒体等等。

Framing the core messages that will be expressed through the program, and
组构通过该项目传达的核心信息。

How success of the anniversary program will be evaluated.
周年纪念项成功与否的衡量标准。

Based on that strategic groundwork, a company is well-prepared to identify appropriate tactics, make well-informed decisions regarding budgetary allocations, assign responsibilities for tactical implementation, and to build a program calendar.
在打好以上战略性基础之后,公司方能找出合适的策略,做出正确的预算分配决定,分配策略实施中的职责,拟定项目日程。

Ideally, a corporate anniversary strategy is based on a limited number of high-quality tactics, rather than a long list of activities with limited impact or strategic value. A few examples of high value tactics might include:
理想状态下,公司周年活动策划以部分高质量策略为基础,而不是一长串缺乏影响和价值的活动。高价值的策略包括:

Logo Modification – This need not be elaborate or permanent, and might also include a forward-looking tag line or theme. A simple “Celebrating 25 Years” or “Since 1988” can easily be integrated into an existing logo design. The reference can also be integrated into email signatures of all employees.
更改标志——不需要精心制作或是永久更改,也不用包括前瞻性的时髦用语或者主题。简单的“庆祝25周年”或者“从1998至今”可以很容易和现有的标志设计融合。在所有员工的邮件签名中也可以加入标注。

Website Visibility – This can be as simple as an anniversary banner at the bottom corner of the home page, or as elaborate as a corporate timeline or new “history” section that explains significant events since the company’s founding.
网站宣传——可以只是在主页底部角落里放周年纪念横幅,或者精心制作企业年表或新“历史”板块,说明从公司成立以来的这一重大事件。

Client / Employee Gifts – If it’s deemed appropriate to give an anniversary gift to long-time clients, employees or suppliers, these gifts should be personalized and delivered in a very personal manner; either presented individually and in person, or accompanied by a customized letter from the CEO, managing partner or owners.
给客户/员工的礼物——如果给长期客户、员工、供应商送上周年纪念礼物已成共识,这些礼物需要因人而异,单独送出。要么当面单独送出,要么附上CEO、管理人员、老板特制的信件。

History Wall – This multi-media display, consisting of photographs and historical artifacts, displayed in the firm’s lobby or a conference room, can serve as a permanent and updatable validation of the company’s milestones and achievements.
历史墙——多媒体展示,包括照片和历史文物,在公司大厅或是会议室进行展示。这可以作为公司大事和成就的永久性、可更新的证明。

Client-Focused Ad Campaign – Rather than touting your company’s anniversary, select 4 or 5 blue chip clients who are willing to be profiled in an advertising campaign that promotes their longevity and success. Passing (rather than direct) reference to the length of your firm’s relationships with those clients suggests that your company puts client interests ahead of its own.
以客户为主的广告宣传——与其吹捧自己公司的周年纪念活动,不如选4到5个稳当可靠的客户,愿意在促进长期合作和成功的广告宣传中出面。传达(而不是引导)客户和公司关系长久的例证意味着你的公司把客户的利益置于自身利益之前。

Video Profiles – To humanize the firm, and pay tribute to long-time employees, video interviews can showcase the personal stories, values and dedication that have served as the cornerstone of the company’s success. These 2 – 3 minute videos can be posted on the corporate website, and on the company’s social media sites.
视频文件——让公司更有人情味,称赞老员工。视频采访可以展示为公司成功打下基石的个人故事、价值、忘我精神。这些2-3分钟的视频可以在公司网站和社交媒体站点上发布。

Earned Media – Press releases announcing corporate anniversaries are of little interest to most journalists. But if your company has an interesting or inspirational story to tell – involving hardship, unique challenges, failure or creativity – it’s well worth soliciting interest from appropriate media sources. Positive coverage in respected business or trade publications provides valuable 3rd party endorsement of your company’s long-term achievement.
吸引媒体——记者对公司周年纪念的新闻稿没有多大兴趣。但如果你的公司有些有趣或是励志的故事,包含艰难困苦、不寻常的挑战、失败或是创新——那么从合适的媒体那儿寻求关注就很值得。在相应的商务或者是贸易出版物上有了积极正面的报道,就相当于为公司的长期成就提供了宝贵的第三方证明。

Philanthropy – Rather than hosting an expensive celebration or social event, a charitable tactic may generate greater client goodwill and provide opportunities to promote the firm’s anniversary (and underlying values.) These tactics might include scholarships, research grants, sponsorships, named donations,fundraisers, etc. that are related to the firm’s business or mission.
慈善——与其举办昂贵的庆祝典礼或是社交晚宴,慈善手段可能会让客户产生更多的青睐,创造提升公司周年纪念(潜在价值)的机会。这些手段可能包括和公司生意或宗旨相关的奖学金、研究补助金、赞助、公开捐款、资金筹募活动等等。

Recurring Content – To sustain top-of-mind awareness related to the firm’s anniversary and reinforce thought leadership, firms can publish and distribute theme-based content that’s likely to be of interest to target audiences. For example, an accounting firm celebrating its 25th anniversary might publish an interview series featuring CEOs of 25 long-term clients, who share the best business advice they’ve ever received. If published monthly, this tactic represents 12 separate opportunities to promote the firm’s anniversary.
重复出现——要维持对公司周年纪念活动的关注度并加强公司文化的引导性,公司可以公开并分发目标受众可能感兴趣的主题内容。比如,一家会计公司庆祝25周年,可能会发表一系列采访,主角是有25位长期客户的CEO,他们将分享自己曾收到的最好的商业建议。如果按月发表,这一策略给公司的周年纪念提升创造了12次机会。

The depth and range of anniversary-related tactics is limited only by creativity and budget. But activity is not the benchmark for success. The real challenge involves alignment of strategy and tactics to achieve tangible business outcomes.
和周年纪念相关的策略的深度和广度只会受限于创意和预算。但是活动不是成功的标杆。真正的挑战在于调整战略和手段来实现具体的商业成果。