Recently, SEQ was tasked with putting together a 25th-anniversary celebration for a financial firm. We kicked off the project with a strategy-focused discovery process, ensuring that every decision we make during planning a year’s worth of events addresses the core question of "why?" This allowed us to engage deeply with the client by asking pointed questions, actively listening to their responses, and synthesizing this information to uncover the most effective solutions.
We requested to sit down with the company's top leaders to get a real feel for the firm’s history, culture, ambitions, and the makeup of their teams and clients. We also analyzed the firm's previous milestone event—the 10th-anniversary celebration—to see what clicked and what needed improvement.
During our chats, three words kept popping up: “community,” “pride,” and “momentum.” Based on these insights, we identified three main objectives for the event:
- Facilitate networking opportunities
- Foster a sense of pride within the company
- Express gratitude to clients for their loyalty
This prep work—which all happened before any planning started—sets us up to design a series of events that will really hit the mark and align with the company's big-picture goals. With this solid base, we can suggest the best event formats and agenda options that really show the C-suite the value of marking this milestone.
While SEQ puts this meticulous level of discovery into every event we produce, it’s especially crucial to approach anniversary events through this strategy-focused lens. We especially appreciate when Clients are willing to invest so much of their own time and resources towards collaborating with us at this level. Here are some tips for effective and strategic milestone celebrations:
1. Understand the value and impact of celebrating company milestones.
Recognize that anniversaries are not just celebrations but pivotal opportunities to reinforce your company’s brand, culture, and achievements. They provide a platform to showcase your growth, stability, and vision for the future. Early in the planning process, document the main goals and objectives to ensure that your event creates lasting memories and impacts.
2. Get feedback from a wide variety of stakeholders.
Tap into the diverse experiences and knowledge across your company. Consider engaging not just the C-suite, but all employee groups by using surveys, focus groups, or encouraging the sharing of ideas and favorite memories through internal communications. Involving a broader swath of your organization fosters a sense of ownership and brings to light rich narratives about your company’s history that might otherwise remain untapped.
3. Invest in getting it right.
While internal teams are often tasked with planning small events throughout the year, organizing a large-scale milestone gathering can be like adding a full-time job to someone’s already full plate. Recognize the complexity of planning such an event and consider allocating a sufficient budget and resources—or hiring an external event team like SEQ to collaborate with the internal team. This investment and team effort can significantly cut down on stress, allowing your internal team to focus on key messaging without the added stress of nitty-gritty event logistics.
4. Find a balance between content and socializing.
Narrate your company's journey through engaging storytelling elements like timelines, multimedia presentations, or exhibits of historical photos and artifacts. Invite guest speakers who have been pivotal in your company's history, or host panel discussions that reflect on past achievements while looking towards future opportunities. Alongside these structured elements, ensure you leave ample time for informal socializing to allow attendees to connect personally and professionally, fostering a stronger community and deeper relationships within the company.
5. Make sure as many employees and clients as possible can participate.
Design the event to include all company locations and remote team members, whether that’s through one large event that people fly in for, or a hub and spoke model with smaller regional gatherings. Live streaming and interactive virtual participation options can make a difference here too, fostering a sense of unity and inclusivity.
6. Express gratitude for your team.
Take the time during your event to explicitly thank your employees, clients, and stakeholders for helping the company reach this milestone. Feature personalized messages, awards, or recognition segments that make each attendee feel acknowledged and valued. This not only enhances their experience but also strengthens their loyalty and connection to your company.
7. Capture memories—and use them for future internal and external communications.
Hire a photo and video team to capture content on-site at the anniversary event, and consider setting up engaging photo booths and video testimonial stations where attendees can share their favorite memories or express their hopes for the company’s future. These testimonials are not just mementos; they are powerful marketing tools that showcase your company's culture and employee satisfaction, both internally and externally on social media and in marketing emails.
Interested in working together? Let’s connect.