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，企業(yè)的重大事件堪比婚禮紀(jì)念日：公司發(fā)出通知（新聞稿、廣告或是群發(fā)郵件），舉辦低調(diào)的接待會(huì)，選一些長期客戶送出紀(jì)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.
這些傳統(tǒng)的公司周年慶可能會(huì)帶來的只是一些恭賀之詞，卻沒法達(dá)到加強(qiáng)核心價(jià)值，創(chuàng)立企業(yè)文化，提升品牌地位的效果，但如果公司能夠充分利用好周年慶這個(gè)機(jī)會(huì)，結(jié)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，有效的公司紀(jì)念日需要和公司商務(wù)發(fā)展同等高度的計(jì)劃準(zhǔn)則，包括：

Articulation of measurable business objectives the program will seek to achieve;
清楚的傳達(dá)出項(xiàng)目將實(shí)現(xiàn)的可衡量的商業(yè)目標(biāo)；

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.;
鑒別并優(yōu)先考慮項(xiàng)目針對(duì)和影響的目標(biāo)受眾，包括員工、目前和潛在客戶、供應(yīng)商、引薦來源、媒體等等。

Framing the core messages that will be expressed through the program, and
組構(gòu)通過該項(xiàng)目傳達(dá)的核心信息。

How success of the anniversary program will be evaluated.
周年紀(jì)念項(xiàng)成功與否的衡量標(biāo)準(zhǔn)。

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.
在打好以上戰(zhàn)略性基礎(chǔ)之后，公司方能找出合適的策略，做出正確的預(yù)算分配決定，分配策略實(shí)施中的職責(zé)，擬定項(xiàng)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:
理想狀態(tài)下，公司周年活動(dòng)策劃以部分高質(zhì)量策略為基礎(chǔ)，而不是一長串缺乏影響和價(jià)值的活動(dòng)。高價(jià)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.
更改標(biāo)志——不需要精心制作或是永久更改，也不用包括前瞻性的時(shí)髦用語或者主題。簡單的“慶祝25周年”或者“從1998至今”可以很容易和現(xiàn)有的標(biāo)志設(shè)計(jì)融合。在所有員工的郵件簽名中也可以加入標(biāo)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.
網(wǎng)站宣傳——可以只是在主頁底部角落里放周年紀(jì)念橫幅，或者精心制作企業(yè)年表或新“歷史”板塊，說明從公司成立以來的這一重大事件。

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.
給客戶/員工的禮物——如果給長期客戶、員工、供應(yīng)商送上周年紀(jì)念禮物已成共識(shí)，這些禮物需要因人而異，單獨(dú)送出。要么當(dāng)面單獨(dú)送出，要么附上CEO、管理人員、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.
歷史墻——多媒體展示，包括照片和歷史文物，在公司大廳或是會(huì)議室進(jìn)行展示。這可以作為公司大事和成就的永久性、可更新的證明。

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.
以客戶為主的廣告宣傳——與其吹捧自己公司的周年紀(jì)念活動(dòng)，不如選4到5個(gè)穩(wěn)當(dāng)可靠的客戶，愿意在促進(jìn)長期合作和成功的廣告宣傳中出面。傳達(dá)（而不是引導(dǎo)）客戶和公司關(guān)系長久的例證意味著你的公司把客戶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.
視頻文件——讓公司更有人情味，稱贊老員工。視頻采訪可以展示為公司成功打下基石的個(gè)人故事、價(jià)值、忘我精神。這些2-3分鐘的視頻可以在公司網(wǎng)站和社交媒體站點(diǎn)上發(fā)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.
吸引媒體——記者對(duì)公司周年紀(jì)念的新聞稿沒有多大興趣。但如果你的公司有些有趣或是勵(lì)志的故事，包含艱難困苦、不尋常的挑戰(zhàn)、失敗或是創(chuàng)新——那么從合適的媒體那兒尋求關(guān)注就很值得。在相應(yīng)的商務(wù)或者是貿(mào)易出版物上有了積極正面的報(bào)道，就相當(dāng)于為公司的長期成就提供了寶貴的第三方證明。

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——與其舉辦昂貴的慶祝典禮或是社交晚宴，慈善手段可能會(huì)讓客戶產(chǎn)生更多的青睞，創(chuàng)造提升公司周年紀(jì)念（潛在價(jià)值）的機(jī)會(huì)。這些手段可能包括和公司生意或宗旨相關(guān)的獎(jiǎng)學(xué)金、研究補(bǔ)助金、贊助、公開捐款、資金籌募活動(dòng)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.
重復(fù)出現(xiàn)——要維持對(duì)公司周年紀(jì)念活動(dòng)的關(guān)注度并加強(qiáng)公司文化的引導(dǎo)性，公司可以公開并分發(fā)目標(biāo)受眾可能感興趣的主題內(nèi)容。比如，一家會(huì)計(jì)公司慶祝25周年，可能會(huì)發(fā)表一系列采訪，主角是有25位長期客戶的CEO，他們將分享自己曾收到的最好的商業(yè)建議。如果按月發(fā)表，這一策略給公司的周年紀(jì)念提升創(chuàng)造了12次機(jī)會(huì)。

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.
和周年紀(jì)念相關(guān)的策略的深度和廣度只會(huì)受限于創(chuàng)意和預(yù)算。但是活動(dòng)不是成功的標(biāo)桿。真正的挑戰(zhàn)在于調(diào)整戰(zhàn)略和手段來實(shí)現(xiàn)具體的商業(yè)成果。