Celebrating a Legacy: Effective Strategies for Marketing Company Milestones

New England-based Eastern Propane & Oil, a fourth-generation family-owned company, marked 90 years of business in 2022. Tom Manson, the CEO of Eastern, emphasized the significance of hard work, family, dedication, and leadership as his company celebrated this remarkable milestone.

Manson underscored the importance of maintaining a personal connection as he communicated this milestone to customers and employees. By fostering a sense of personal investment among employees, Eastern continues to ensure that customers receive an exceptional experience.

With this in mind, here are valuable strategies to develop a marketing campaign that celebrates your company’s heritage and engages both customers and employees:

1. Craft a distinctive anniversary logo: Design a logo specifically for the anniversary, which can be integrated into an email and direct mail communications, company email signatures, and various marketing materials.
2. Enhance your company website: Update your website to include a detailed timeline of your company’s history, highlighting its founding, ownership, and core values. Incorporate the anniversary logo, archival photos, employee spotlights, testimonials from loyal customers, and upcoming events.
3. Utilize email newsletters: Connect with customers and vendors through well-crafted email campaigns. Consider redesigning your internal monthly newsletters to feature the anniversary logo and encourage team members to update their email signatures accordingly.
4. Share captivating archival photos: Keep your audience engaged by sharing current photos showcasing your company’s work, community involvement, and anniversary celebrations. Integrate archival photos that evoke curiosity and emphasize the enduring legacy of your brand.
5. Spotlight your team members: Recognize the workforce that has been instrumental in driving your company’s growth and success. Feature long-term employees on social media platforms once a week throughout the year to highlight their contributions.
6. Harness the power of storytelling through videos: Conduct interviews with owners and long-serving team members to capture their personal experiences and deep connection to the company. Use short video clips to document anniversary celebrations and provide glimpses into the daily life at your organization. Share these videos on social media platforms, YouTube, and your company website.
7. Issue a compelling press release: Send a well-crafted announcement to local media outlets, accompanying it with a thoughtfully prepared press release. Develop key talking points that the leadership team can utilize during potential interviews or community events.

By following these strategies, you can effectively market your company’s milestones. Celebrate your company’s legacy, engage your customers and employees, and create a lasting impression in your industry.