Welcome to a Rare Event

By their very nature, company anniversaries don’t happen every year. And because of that, organizations often don’t have the instincts to know just how to prepare for them: no lessons learned from last year, no internal playbook that gets continually improved over time. For better or for worse, anniversaries are a once-in-a-generation opportunity—and challenge. Your anniversary’s deadline is non-negotiable—and it’s probably not the only thing on your plate.

This guide is designed to provide you with a framework and some practical tools to plan and implement your anniversary. Whether you have three years or three months, we hope you’ll find this helpful for planning and implementing your anniversary campaign.

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