
The celebration of a company’s anniversary or birthday is becoming more and more common. But how do you leverage such an important milestone to enhance reputation, consumer engagement and sales? Recently Strategic Objectives was honoured with numerous PR Awards for its PR Program that celebrated Leon’s Furniture Ltd’s 100th Anniversary Year. This multi-touch point public relations program resulted in increased reputation, customer engagement, and success. Judy Lewis, co-founder of Strategic Objectives and the program lead, discussed the PR opportunities of leveraging corporate anniversaries.
Why would consumers care about a corporate anniversary?
Consumers care about trust, community, relationships and value. An anniversary is an opportunity for an organization is highlight its achievements, commitment to its customers, communities, stakeholders and its future. A good anniversary PR program can create excitement to drive engagement and sales.
The Leon’s program is a prime example of an innovative PR approach. We leveraged its unique Canadian history to create an emotional connection with the brand. And along the way, Leon’s celebrated its customers and communities by giving back more than $1 million to communities, organizations and local hospitals to support the positive development of youth and families – the next generation of customers.
We developed a partnership between Leon’s and Boys and Girls Clubs of Canada and partnered with 64 hospitals in communities in which Leon’s operates. Activities made significant news in every Leon’s community. There was tremendous support from community leaders and consumers.
Why did you recommend the development of The Leon’s Living Room and what is it?
The Leon’s Living room is a 5 piece life-size bronze sculpture that sits in the rose garden of Chippiwa Park in Welland, Ontario. It consists of 2 wing-back chairs, a coffee table and couch, where a life-sized sculpture of Ablan Leon, the founder of Leon’s Furniture and longtime Welland resident, sits. The sculpture is a gift to the city of Welland and is a lifelong tribute to a man who changed the face of furniture retailing in Canada.

The Leon’s Living Room provides a place for people to relax and enjoy a public space. Ablan Leon is a folk hero for the town. Canadians love their local heroes and we don’t celebrate them enough. With our quiet Canadian-nature we so rarely take the time and effort to recognize and honour of our greatest achievers. Ablan and the Leon’s family have given so much to our country… and the country has given so much to them… that it seemed fitting to create a lasting tribute for a man who was so loved and respected the city and its residents. The rose garden is where most Welland brides choose to have their wedding pictures taken. The Leon’s Living Room provides a new and beautiful backdrop to celebrate happiness, family and love.
What does Anniversary PR engagement look like?
If a company is looking to leverage its birthday or “years in business” there are 3 key elements they must ask themselves:
- What’s in for the staff?
- What’s in for the company?
- What’ in it for the consumers?
Just to wave a flag and say please congratulate us on the great things we have done over the years is alienating. An anniversary is a time to say thank-you, give something in recognition, create excitement and provide direction and confidence for the future. The consumer piece of the puzzle was crucial. At Leon’s, special in-store themed events and promotions celebrated the 100th Anniversary and highlighted the company’s core values. Special events made news, and consumers visited the stores to be a part of the community’s celebration of Leon’s success. Every community benefitted from Leon’s birthday and that encouraged customers to be part of the “party”.
Any tips?
Strategic Objectives has helped numerous companies develop comprehensive, consumer-engaging anniversary PR programs. A company must be careful not to be blinded by its own corporate ego. My advice is to always look at it from the consumers’ perspective: what is new, what is different and what’s in it for me. While there is a responsibility and opportunity to develop programming that highlights the past, it should inspire consumer support in the future.
Strategic Objectives PR co-founder Judy Lewis is an award-winning strategist and celebrated international branding expert and speaker. Judy also led a panel of marketing and PR experts at the IABC 2010 World Conference, June 6-9, 2010 in Toronto. Learn more about her session — It’s A Brand New Day — here.
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