Once we finish a project, we always go back to our clients and ask them about their experiences. What were the most difficult parts of planning a company anniversary? Where did you find unexpected challenges? Now that you know better, what would you do differently?

Here, we summarise where to start, ideas to guide you along the way, and what we’ve learned from experience. Planning an anniversary need not be stressful; after all, it’s a celebration!

1. What is the starting point?

It all comes down to the purpose of celebrating your anniversary, so the first question is why.

Why are you celebrating? Why tell your story?

When we ask this of our clients, we often hear:

  • Because we’ve never told our story.
  • Because the founders are retiring and we don’t want to lose their stories and wisdom.
  • Because this milestone is a big deal, and we want to celebrate that we made it this far.
  • Because a lot has happened since we last told our story, and we want to update it.

 

For every why, there follows a who… Who is this for? Staff, family, suppliers, customers, members, stockists, alumni? Once you know this, let your audience’s perspective guide every decision you make along the way.

Anniversaries are a reflection on the past, but the most effective ones are strategic tools – opportunities to reposition your brand, build culture and leave a legacy.

Hyphen example

We worked with a school that wanted to celebrate its community. Their goal was to create a book that celebrates its diversity and how strongly they feel a part of it. The result was a beautiful cookbook containing recipes and interviews from school families, showcasing stories and flavours from their different backgrounds.

The purpose: celebrate who we are and focus on our present. This clarity guided every decision.

Westbourne Grammar Recipe Book Anniversary celebration

2. How do you decide on the type of project?

More than a creative preference, the format (book, film, installation or digital) is a response to your strategy – the ‘why’ and ‘who’. The next questions are: What is your timeline? Will this be an ongoing campaign? And most importantly, will it connect with the audience?

Ask yourself what type of content you have. Do you have a rich archive? Or do you rely more on people’s stories and recollections? Or perhaps your content is more brand-focused? There is no right or wrong, but knowing this early will help you work efficiently.

Keep in mind that the best stories don’t come in boxes. Having good archives is useful and certainly makes life easier, but the best bits of our projects are never the stories we find in the boxes – they’re the ones people tell us. Including the diverse voices of your organisation’s people will turn your project from something you thought you should do into something you’re so glad you did.

Hyphen tip

When choosing a format, consider that films require pre-production and planning ahead, books can require long editorial and correction rounds, and installations require coordination and on-site visits. But also, each has its own strengths. Films are best for reflecting emotion and are highly shareable. Books are the kings of legacy and credibility, perfect when there is a rich story. Lastly, installations create a physical presence and convey pride; they can also be designed to be movable or remain in place.

Planning a bussines anniversary, films, interviews

3. What can you expect from an anniversary project?

A milestone is an opportunity to ask what people feel and think about your company.  We’ve found that it often leads our clients to re-think their narratives. Many gain clarity on the story they’ve been telling, what they truly stand for, and what makes them different.

This reflection can be very powerful in directing who you are and who you will become. Your project will live beyond the anniversary and be used in the future as a reference point when telling your story.

Hyphen example

Once, when writing a family business book, our writer found an amazing archive of old employees’ letters directed to the owners. Many were testimonials to the business’s accessibility and service. We did not originally plan to include this, but once discovered, it provided the perfect touchpoint for the company’s core values – who they were and always would be.

4. What causes setbacks and delays?

Sometimes, clients are hesitant because they think they don’t have a good story, or enough of one anyway. They think their archives are too thin or non-existent, and they wouldn’t know where to begin. In more than twenty years, we have never found a story to be lacking. There are always different angles to consider to fill in the gaps.

Another potential problem is a lack of clarity or clear objective. This can lead to endless revisions. Also, having too many stakeholders or unclear rules for choosing participants can result in a diluted story.

We’re always happy to help with any unexpected issues that come up. We understand that planning an anniversary might not be our clients’ full-time jobs, but it certainly is ours!

5. What timeline should you expect?

It takes time to review and approve manuscripts or scripts. We build schedules that work for our clients, giving them the time they need without rushing.

The short answer is that the approximate timeline for a book can be 10 – 18 months, while films and installations usually take 4 – 6 months.

The long answer: Each project has its own process and steps, and the scope of the project will define its timing. For example, when we are doing a book, the schedule changes depending on whether we are writing the book or if our client already has a manuscript. When making a film, the availability of people and locations is determinant, and installations require coordination with installers. Our advice is to have conversations about scheduling from the beginning, and keep in regular communication with those involved in the anniversary celebration.

Or you can leave it with us! If you have any questions about planning your company or school anniversary, feel free to reach out at val@thehyphen.com.au. We’re always happy to help.

Thought it would be nice to open this up to communication here. Can delete if you don’t think so. Not sure what the best email address would be.