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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.

Centennial logo to position organization for the future

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

  • New donor center unveiling

  • Human interest donor stories

  • 75th anniversary teaser

Advertising

  • Full page advetorial on important role of BBH in community

  • Complementing full-page photo editorial

Events

  • 5 Donor events honoring most loyal blood donors​ 

Braodcast

  • 75th anniversary live radio interviews on morning shows generating awareness of BBH critical role for the community

Advertising

  • 75th anniversary radio spots donated for all radio groups to complement interview messaging

Events

National Volunteerism Month as timing to reach volunteer stakeholders

  • Volunteer recognition events on all islands (180)

  • Lifesaver Club Coordinator recognition events  (75)

08

June

07

July

08

August

Publication

Annual Report for CEOs and community leaders (120)

  • 75th branding and messaging

  • How BBH stays relevanct

  • Core part of healthcare infrastructure

  • Foundation to build for future

  • Strategic plan

Event

America's Blood Centers Annual Summer Meeting

  • Hosted 150 blood banking professionals from across the nation

Event

Symposium for local blood banking professionals (75)

  • Launched 1st annual symposium with national speakers

Media pitch​

  • Targeted pitch to weekly newspaper for cover story (circ 270,000)

11

November

12

December

Employee 75th Anniversary Celebration (120)

  • 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

  • Largest daily newspaper local cover story (circ 210,000)

  • Morning show appearances on all 4 TV networks

  • Radio interviews on top rated morning radio shows

Partnerships

  • Produced segment for Pearl Harbor big gala event (1,500)

  • Partner pitching with Hawaiian Electric company

  • Featured in local business magazines and newspapers + national blood bank publication

Social Media

  • 14-day FB and IG campaign with unique storytelling vignettes

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