
Leveraging an Anniversary as a Yearlong Celebration
to Support Organizational Goals
Many anniversary celebrations are viewed simply as a one-dimensional event and message, traditionally with an anniversary logo, historic lookback and event. Instead, an anniversary is an ideal time to take a strategic approach to support organizational goals and positioning for the future. Identifying all stakeholders and key messaging is the first step in sketching out a yearlong marketing campaign utilizing paid media, publicity, social media and events. The anniversary instills confidence with longevity but more importantly it is a platform to pave the way into the future.
Blood Bank of Hawaii 75th Anniversary
Yearlong marketing campaign received national recognition and awarded America's Blood Centers Award of Excellence.

Strategically dropped existing tagline 6 months prior to anniversary campaign. Created contemporary anniversary logo to complement historic logo, used on all communication throughout the year and branded as the theme for all events. The anniversary tagline evolved as new tagline at the end of campaign and better aligned with the positioning of BBH into the future as more than just a blood repository.
01
January
02
February
04
April
Media pitches
Launch of yearlong effort for general public
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New donor center unveiling
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Human interest donor stories
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75th anniversary teaser
Advertising
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Full page advetorial on important role of BBH in community
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Complementing full-page photo editorial
Events
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5 Donor events honoring most loyal blood donors
Braodcast
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75th anniversary live radio interviews on morning shows generating awareness of BBH critical role for the community
Advertising
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75th anniversary radio spots donated for all radio groups to complement interview messaging
Events
National Volunteerism Month as timing to reach volunteer stakeholders
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Volunteer recognition events on all islands (180)
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Lifesaver Club Coordinator recognition events (75)
08
June
07
July
08
August
Publication
Annual Report for CEOs and community leaders (120)
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75th branding and messaging
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How BBH stays relevanct
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Core part of healthcare infrastructure
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Foundation to build for future
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Strategic plan
Event
America's Blood Centers Annual Summer Meeting
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Hosted 150 blood banking professionals from across the nation
Event
Symposium for local blood banking professionals (75)
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Launched 1st annual symposium with national speakers
Media pitch
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Targeted pitch to weekly newspaper for cover story (circ 270,000)
11
November
12
December
Employee 75th Anniversary Celebration (120)
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Special presentation of BBH employees circa 1940s
Culminate yearlong 75th celebration with grand finale with timely story on importance of BBH as it relates to Pearl Harbor also celebrating 75th anniversary
Media pitch
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Largest daily newspaper local cover story (circ 210,000)
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Morning show appearances on all 4 TV networks
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Radio interviews on top rated morning radio shows
Partnerships
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Produced segment for Pearl Harbor big gala event (1,500)
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Partner pitching with Hawaiian Electric company
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Featured in local business magazines and newspapers + national blood bank publication
Social Media
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14-day FB and IG campaign with unique storytelling vignettes