Milestones are exciting. "We must mark this occasion!" usually gets unanimous support. But consensus falls apart with "What should we do?" and "Who will manage it?" This session presents a disciplined approach to such occasions to leave a legacy of success, not just a fun party. We will discuss: missions & goals; committees & internal politics; stakeholders & target audiences; resources; developing timelines; budget creation; media recognition; fundraising; anniversary “products”; event tips, and more.

1. C.A.S.E. V Conference December 14, 2009
Milestone Anniversaries
Monica Metzler
Conlon Public Strategies

2. C.A.S.E. V Conference December 14, 2009
Milestone Anniversaries
Presidential Inaugurations
Public Launch of Major Campaign
School/Building Opening or Dedication
Campus Visit by High Level Official
NOT event planning.
STRATEGIC PLANNING
for specific occasion.

3. C.A.S.E. V Conference December 14, 2009
What are our goals?
Who are we trying to reach?
What is the message?
Means to reach audience/convey message?
Any action we want them to take?
How will we measure success?
Note: budget is NOT a primary question.

4. C.A.S.E. V Conference December 14, 2009
Milestone
ASSUMPTIONS

5. C.A.S.E. V Conference December 14, 2009
Media
Budgets Relations Calendar conflicts
Event timelines Context for event
Institutional Brand
Public Officials Audience
Goals & Message Identification
Advisory committees
Publications
(current & new)
Volunteer
management
Outsourcing Interdepartmental
Communications
Problem
Promotional assessment
items

6. C.A.S.E. V Conference December 14, 2009
Identify Broad,
Institutional Goals

7. C.A.S.E. V Conference December 14, 2009
Develop
ANNIVERSARY
Goals

8. C.A.S.E. V Conference December 14, 2009
Align message
with targeted
constituencies

9. C.A.S.E. V Conference December 14, 2009
But you haven’t
discu$$ed
BUDGET yet!!

10. C.A.S.E. V Conference December 14, 2009
Tactics:
Events – big and small
Print publications
Web sites
Video
Academic programs
Advertising
Products
WHY???

11. C.A.S.E. V Conference December 14, 2009
BUDGET

12. C.A.S.E. V Conference December 14, 2009
You only get two!
High Quality Done Quickly
Low Cost

13. C.A.S.E. V Conference December 14, 2009
Timelines

14. C.A.S.E. V Conference December 14, 2009
Tactics:
Considerations and Examples
Broader Context
Multi-Use
“Big” products – books, videos, events
“Little” products – stickers, buttons, candies
Optimism and Pessimism

15. C.A.S.E. V Conference December 14, 2009
Thank You.
Your questions, comments,
challenges, issues . . . ???
Monica Metzler
metzler@conlonps.com
312-676-7015