Welcome to a Rare Event

The reason significant anniversaries are a big deal is that they don’t happen very often. Because of that, organizations often don’t have much practice planning anniversary campaigns: no lessons learned from last year, no internal playbook refined over time. For better or worse, anniversaries can present a once-in-a-generation opportunity—and challenge. And as if that wasn’t enough pressure, that anniversary date is fixed and coming fast, no matter how much work you already have on your plate.

This guide is designed to provide a framework and some practical tools to help you plan and implement your anniversary. Whether you have three years or three months to prepare, we hope these tips and tricks will help you pull off a successful anniversary campaign.

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