LMC_Anniversary_Guide

Turn Your
Anniversa
Marketing

Company’s
ary into a
g Machine

Celebrating Your B

Your corporate anniversary is a chance to draw posit
not just as a one-time event enjoyed one day and fo
anniversary you will convey a message to your custo
well established. It’s a chance to share your story; h
your plans for the future. It also provides you the op
employees and your community for their loyalty and

Recognizing the long term strategic value of your an
maximize the benefits of celebrating your business s

In this Guide you will learn how to identify key strate
an effective campaign to turn your company’s anniv

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Business Success

tive attention to your business throughout the year and
orgotten the next. Choosing to celebrate your
omers, prospects and employees that your company is
how your business started, growth over the years and
pportunity to thank your customers, suppliers,
d support.

nniversary celebration enables your organization to
success.

tegies along with ideas and examples to help you create
versary into a Marketing Machine.

urn Your Company’s Anniversary into a Marketing Machine 2

Anniversary Plan 3 A
Create an Anniversary Committee 4
D
Establish Your Goals 5 m
Create a Budget & Request Supplier Support 6 Th
di
Create an Anniversary Theme & Logo 7 th
Create a Master Schedule 8 an
gr
Gather Content That Tells Your Story 9
Involve Your Employees 10

Use Signage & Banners To Advertise 11
Advertising 12
Website 13

E-mail Marketing Campaign 14
Media Planning & Press Release 15

Events for your Community 16
Events for your Contractors 17
Marketing Promotional Products 18
Your Best Resource: LMC Merchandising Team 19

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Anniversary Plan

Developing a plan is critical to help you organize a
meaningful and successful anniversary campaign.
he number of years you’re in business will

ictate the extent of your celebration. We hope
his guide will provide you plenty of insights, ideas
nd strategies to make your anniversary year a
reat success!

urn Your Company’s Anniversary into a Marketing Machine 3

The committee is responsible for brain storming C
ideas and proposing promotional efforts to C
celebrate your anniversary. Based on the
proposal, the lead person would identify a budget To
and seek approval from the owner for the overall ow
plan. Once approved, the lead person then seeks w
suppliers support and may further direct other ev
staff members to assist in the coordination of the ha
promotional events and programs. an
le
ow
pl

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Create an Anniversary
Committee

o ensure a successful anniversary celebration the
wner should create and appoint a committee that
will be responsible for planning this milestone
vent. Engage key people to contribute input,
andle decision-making and to execute your
nniversary plan. The committee would have a
ead person (appointed by the owner if not the
wner themselves) who has the experience in
lanning and coordinating events for the company.

urn Your Company’s Anniversary into a Marketing Machine 4

These anniversary goals should reinforce Es
your brand, acknowledge the past and
promote your growth for the future. Esta
dev
foll
as a
the
Som

• In
rela
• At
show
• Bo
of th
• De
con
• In
targ

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stablish Your Goals

ablish your goals as soon as possible in order to
velop your strategy, your plan and budget for the
lowing year. By promoting your anniversary, either
a yearlong event or a one-day celebration, identify
e results you want to achieve during this campaign.
me examples could be:

ncreasing awareness with new customers and strengthen
ationship with existing customers.
ttract positive attention, promote your company’s strengths,
wcase your success, knowledge, experience and longevity.
oost employee morale by recognizing your employees as one
he main ingredients in your company’s success.
etermine who your target audience is; your contractors,
nsumers or even your local community.
ncrease sales by supporting your supplier sponsors with
geted promotions.

urn Your Company’s Anniversary into a Marketing Machine 5

Keep track of all your marketing costs, Create
call the LMC Merchandising Team for & Req
the LMC budgeting tool!
Click here for a sample copy of Supplier Once you dete
Sponsorship Package. (advertising, e
your budget.
invite your sup
First determin
hard costs for
packages.
These package
marketing opp
and beyond yo
development
Keep in mind s
however they
prizes or smal

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e a Budget
quest Supplier Support

ermine how you will promote your anniversary,
events, promotional items etc…) you can determine
To help offset the costs of your anniversary campaign
ppliers to participate as sponsors.
ne key suppliers you would like to include. Based on
the campaign, develop “tiered” supplier support

es provide your participating suppliers with key
portunities from your plan. Remember this is above
our normal co-op. Work to access business
funds from each supplier.
some suppliers may not have funds to participate,
could still participate by providing you with door
ller amounts of support.

urn Your Company’s Anniversary into a Marketing Machine 6

This message should be posted and C
displayed everywhere: T
All print advertising, letterhead, invoices,
statement stuffers, business cards, invoices, T
Website, store signage, banners, E-mail fo
signatures & social media. e
Take advantage of exclusive design services c
available to LMC Dealers. LMC's In-house ta
Graphic Designer, Tim Stephenson, will S
work with you to create your anniversary
logo. •
Click here to see a samples of dealer logo’s co
re-designed or created by LMC. •
•
•

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Create an Anniversary
Theme & Logo

The committee should develop a “message or theme”
or your company’s anniversary, one that supports your
established goals for the celebration. It should be clear,
concise and meaningful. The message can be used as a
ag line, or incorporated into your anniversary logo.
Some examples of anniversary themes are:

• 4 Generations and 50 years serving the building needs of our
community.
• A community partner, family owned and operated, since 1935.
• Proudly serving our community for 50 years.
• Honoring the past and building the future.

urn Your Company’s Anniversary into a Marketing Machine 7

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Create a Master
Schedule

Once the plan has been finalized, create a
master schedule to coordinate all the
anniversary activities including the tasks that
are needed to make everything happen.
Plot everything on a calendar. Working
backwards will give you the deadlines you
need to hit. This will give you a better idea of
what needs to happen first and when you
need to start each task.
When all the steps are on your calendar –
You’ve Got Your Action Plan!

TIP: The sooner the better to start your planning; a
good campaign should start a year before the
celebration begins.

urn Your Company’s Anniversary into a Marketing Machine 8

Use a circular that resembles a newspaper to showcase old photos
(buildings, employees/staff, trucks etc.) and a time line of news
relating back to the growth of your business. This piece can also be
used to promote specials, events, in-store giveaways, etc... Contac
the LMC Merchandising Team for a sample.

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Gather Content
That Tells Your Story

Gather content about your company’s past to share
and to reinforce your reputation and growth
through the years. Incorporate this content into
brochures, promotional flyers, advertising, events,
press releases, newsletters, your website and more.
Be sure to collect:

• Photos and literature.

• Create a timeline for your company and corresponding
major news events.

• Interview past and current customers and employees about
their experiences with your company.

TIP: Organize and catalog the data you collect. Include all
photo rights or other pertinent data in the filename; it will
make publishing the information much easier and always
ensures credit is given where credit is due.

s,
s
e
ct

urn Your Company’s Anniversary into a Marketing Machine 9

Present hats and shirts and even buttons that are I
branded with your anniversary logo and tag line. E
TIP: Be sure to include all anniversary apparel in
your supplier support packages. A
a
y
c
e
a
T
a
f
e
H
p
C
d
G
t
t
c
H
D
a

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Involve your
Employees

At the planning stage share with your employees your plans
and the associated events. Your employees are the face of
your business and are one of the many reasons why your
company is still in existence. By including and recognizing your
employees, you are cultivating the feelings of company pride
and excitement.
TIP: Engage them by asking them to vote on your
anniversary logo. Provide them with two options to choose
from in addition to soliciting feedback on your plans and
events.
Hold a “preview party” about a week prior to the first
promotion. Make this employee event fun and inspirational.
Create a party atmosphere with pizza and soda, have a few
door prizes to create excitement.
Give them a sneak preview of any video’s that were created,
the anniversary timeline, old photo’s etc. This is also a good
time to give recognition to employees who have been with the
company a long time.
Hold the event after hours for about an hour, no longer. Many
Dealers make these meetings mandatory for their employees
and therefore pay them for it.

urn Your Company’s Anniversary into a Marketing Machine 10

Take advantage of exclusive design services U
available to LMC Dealers. LMC's In-house B
Graphic Designer, Tim Stephenson, will work
with you to create your message. Dis
ev
co
bu
Ke
ba
ev
On
an
wi
pa
log
TIP
mo
an
Ot
•D
•L
•J
•B

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Use Signage and
Banners to Advertise

splay banners in the interior and exterior of your location for
veryone to see. Using a tagline like “Proudly serving the
ommunity for over 50 years” helps to reinforce your
usiness’s contribution to the community.
eep the celebration alive within your store with
alloons or even free candy, thereby encouraging
veryone to feel part of your celebration.
ne of the ways Short & Paulk celebrated their 75th
nniversary was to give away a 2016 Ford Focus car wrapped
ith Suppliers logo’s and their theme “ Celebrating our
ast…Focused on our future”. By utilizing co-op from suppliers
gos, they were able to offset various costs for the car.
P: Short & Paulk created a VIP text messaging club and
obile advertising messages to build awareness, excitement
nd encourage engagement.
ther ways to advertise your celebration:
Decals & Mud Flaps on your trucks
Lumber wraps customized with your logo
Job site signs
Billboards

urn Your Company’s Anniversary into a Marketing Machine 11

Adve

A good promot
personal selling
how you choos
Social Media -
about your hist
your social med
Mobile Advert
to advertise yo
videos will reac
events.
Print advertisin
products. Inclu
sales all year lo
sense of urgenc
Radio – An agg
time. Include d
negotiable.
Telephone on H
anniversary eve
customers for t
Television – Ca
reasonably pric
action and is m
Billboards – Gr
E-mail marketi
relevant to you
TIP: Understan

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ertising

tional campaign includes all the elements; advertising, public relations,
g, sales promotions and events. Knowing what reaches your customer is
se the channels.

Social Media is interactive so it is a perfect place for your followers to learn
tory. Post pictures of your business and the town through the years. Use
dia to promote your anniversary events, specials, and your employees.

tising – Because mobile devices are so prevalent today this is a great media
our anniversary events. Geo-fencing and geo-targeting mobile ads and
ch your customers right where they are and influence them to come to your

ng - Circulars remains one of the most effective means to advertise your
ude your anniversary logo, theme and promote your anniversary events and
ong. Include a coupon of savings with an expiration date to create that
cy.
gressive radio schedule should be a lot of frequency over a short period of
drive times for greater impact. Remember, radio advertising is always

Hold & In Store Broadcasting- This is a low cost method to promote your
ents and specials. Add messages about your history and thank your
their loyalty.
able companies have great reach and frequency. Packages can be
ced at a low cost. Be sure the ad you use is good quality, has a call to
measurable.
reat way to capture the attention and create awareness in your community.
ing – Can be very effective as long as it’s targeted and the message is
ur audience.
nd that advertising rates are always negotiable, so always ask for more.

urn Your Company’s Anniversary into a Marketing Machine 12

Don’t forget to include your Websi
anniversary message and
logo on the home page of Your website is th
your website. your company an
TIP: Add your anniversary information abou
logo and theme to all
your companies e-mail For Example:
signatures. • Your company’s h
• Your company’s s
• A message from
• Lists of the all the
• Anniversary spec

Create and post a v
• Sharing your com
• How the busines
• Reaffirm your va
• Thank your custo

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ite

he culmination of your brand. It is the first impression of
nd gives insight into who you are. Make sure you include
ut your anniversary.

historic timeline with milestone events.
story with photo’s you’ve collected.
the president.
e upcoming events.
cials.

video:
mpany story, core values and your exceptional customer service.
ss was started and where it is going.
alues, expertise, services.
omers, suppliers, employees, the community for their support.

urn Your Company’s Anniversary into a Marketing Machine 13

E-mail

Develop an e-ma
contractors and h
ROI and analytics
Include some of

• Store fronts then
• Articles and phot
• Timeline of your
• The cost of every
• Anniversary sale
• Feature supplier

TIP: Make sure you
consumers, profess
community partner

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Marketing Campaign

ail campaign that promotes your anniversary to your
homeowners. E-mail marketing still provides the highest
s to support your efforts.
the following:

n and now, how they’ve changed throughout the years.
tos from the past to the present.
company.
yday products (gasoline, postage, milk bread, etc.) 50 years ago.
items and events.
products and use co-op to help offset the costs.

ur e-mail database is segmented into various groups; contractor,
sionals- (architects, interior designers, realtors), your suppliers,
rs, so that your message is relevant to each specific audience.

urn Your Company’s Anniversary into a Marketing Machine 14

MEDIA
& PRE

Notify your loc
celebration. L
ambitious adv
enough you ar
you with a pro
negotiate, neg
quote.
Develop a pre
history, reflect
to continue se
that has long b
early delivery
quotes from e
If you’re plann
your story for

TIP: Don’t forget
your great accom

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IA PLANNING
ESS RELEASES

cal media representatives about your anniversary
Let them know of your intentions in planning an
vertising campaign. By letting them know early
re giving them the opportunity to come back to
oposal for “off rate card”. Then negotiate,
gotiate. Ask for any freebies to be added to the

ess release; a short article that highlights your
ts your company image and expresses your desire
erving the community with the quality and service
been your company tradition. Include pictures of
trucks, yards and storefronts. Include a few
either your founder or your current president.
ning a big event, invite the media, they might tell
you.

t to submit to all major trade publications to highlight
mplishment!

urn Your Company’s Anniversary into a Marketing Machine 15

Event

Use your ann
for their long
with a sale it
draw in the w
reason to att
For the spec

• How To Clin
kitchen or b

• Pop Corn M
• Offer a coup
• Plan and pr

anniversary
For example:
sale. You coul
bag of top soil

TIP: Send an i
to your comm
and its free ad

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ts For The Community

niversary to celebrate and thank your local community
g standing support. By combining your anniversary
t conveys there are savings to be had. Use the event to
whole family as part of your celebration. Give them a
ttend and they will come.
cial event/sale consider:

nic’s– such as selecting paint colors, building decks, remodeling a
bath.
Machines, free balloons and face painting for the kids.
pon of 20% off for a limited time only.
romote your specials throughout the year by adding your
y message to all your circulars, and coupon books.
Create a coupon book with 50 sale items for a 50th anniversary
ld also offer a special sale or give-a-way (a pair of work gloves,
l, a tarp), anything reasonable, just to drive traffic.

invitation to your local and state government officials
munity event. Let the press know, it adds credibility

dvertising!

urn Your Company’s Anniversary into a Marketing Machine 16

Events

Celebrate your an
that you apprecia
throughout the ye
commemorative b
• Have a dinner a
Invite suppliers to
TIP: Include this o
Invite professiona
an attorney, insur
• Conduct a who
suppliers and loca
activities “Belt Sa
kids to make it a f
also include a pho
TIP: Check with y
day of your event
• Hold contractor
help your contrac
tips are great func
and building tech
Click here to see

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s for Your Contractors

nniversary with your professional contractors. Let them know
ate their business and loyalty. You could conduct various events
ear or just plan on one. For your contractors, don’t forget your
branded gift with your anniversary logo and theme.
at a local restaurant inviting your contractors and their spouses.
o talk about their new products.
opportunity in your supplier sponsorship package.
als to talk about the latest trends in the industry; accountants,
rance person or a banker.
ole day event and invite your contractors, their families your
al dignitaries. Have a barbeque with plenty of food. Include
ander Races”, “Stud Throwing Contest”. Include games for the
fun family day. Include a live band, a caricaturist. You could
oto booth or a photographer to capture the day and events.
your local community to ensure nothing else is going on the
t.
r oriented clinics throughout the year. Informational sessions that
ctor improve business whether its product knowledge or business
ctions. Contractors always need information on building codes
niques.
a list of event ideas for contractors and community celebrations.

urn Your Company’s Anniversary into a Marketing Machine 17

P

W
th
yo
a
yo
th
g

•
•
•
•
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Promotional Products

Whether your anniversary will be celebrated on one day or
hroughout the year make sure you take full advantage of
our branding your promotional products with your
anniversary. They will not only serve as a reinforcement to
your company’s celebration but will act as a reminder of
he anniversary milestone event for years to come. Some
great items to brand are:

Carpenter Pencils & Pens
Caps & Tee-shirts and other wearables
Commemorative coffee mug, glass, insulated tumbler, cooler
Calendars with old and new photos of your business
LMC Contractor Planner – Anniversary Edition
Embossed Padfoilo’s
Nail Aprons

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Your Best Reso
LMC Merchand

Celebrating an Anniversary is a great
the entire year. While it is a great wa
great time to reinforce your compan
Planning your company’s anniversary
of this special occasion. LMC Merch
planning, budgeting, seeking supplie
house Graphic Designer, Tim Stephe
logo, design a banner and/or any oth
rebating suppliers for advertising and
benefit of cost savings.
Utilize your LMC Merchandising Team
anniversary. We have the ideas and s
Marketing Machine.

Stephanie Fortunato
[email protected]

800-218-0043 ext. 3667

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ource:
dising Team

t opportunity to market your company throughout
ay to recognize historical milestones, it’s also a
ny’s vision and plans for the future.
y well in advance will ensure you get the most out
handising has several tools available to you for
er support as well as event ideas. Your LMC In-
enson, will work with you to create your anniversary
her graphics you need. Using the LMC approved
d promotional items will provide you a added

m for help in planning your next milestone
sources to turn your company’s Anniversary into a

Nadine Sidoriak
[email protected]

800-218-0043 ext. 3675

urn Your Company’s Anniversary into a Marketing Machine 19