In recent years, we’ve noticed more and more firms marking their anniversaries, particularly post-pandemic. And you might be wondering – should we do something for our milestone? The short answer is yes, but the real question isn’t whether to celebrate, but how to do so strategically.
In recent years, we’ve noticed more and more firms marking their anniversaries, particularly post-pandemic. And you might be wondering – should we do something for our milestone? The short answer is yes, but the real question isn’t whether to celebrate, but how to do so strategically.
Understanding Your Anniversary Context
Let’s talk about context first, because it really matters. The way you’ll want to approach a 10-year celebration is quite different from marking a centenary. Why? Well, at 10 years, your founding partners are typically still actively involved, whereas at 100 years, you’re looking at multiple generations of leadership. This context shapes everything that follows.
- Acknowledging those early supporters who helped you get here
- Demonstrating that you’re now a well-established player in the market
- Sharing your vision for what comes next
Strategic Event Planning
When it comes to events, let’s be practical about your guest list. If you’re running a family law firm, for instance, you’ll probably want to focus on referrer relationships rather than client celebrations. It’s about knowing your audience and creating the right atmosphere.
The managing partner’s speech is going to be crucial here. While it’s important to say thank you (and you absolutely should), we’ve found the real opportunity lies in talking about what’s next. Ten years is actually a perfect timeframe for this – it’s close enough to feel real but far enough to be ambitious.
Here’s what we typically recommend including:
- A brief look at your key milestones (keep this part short)
- What you’ve learned along the way
- Your vision for the next decade
- Specific plans that show you’re not just dreaming, but doing
Thought Leadership Opportunities
We’ve found that anniversaries provide an excellent springboard for thought leadership. Rather than limiting yourself to a single event, why not consider transforming your milestone into a sustained campaign?
You might want to consider creating:
- A forward-looking report on industry trends and predictions
- A video series sharing key insights from your journey (this tends to work particularly well for founding partners)
- A series of blogs examining how your practice area has evolved
- Podcasts discussing future challenges and opportunities
Brand Presence Considerations
Let’s talk about branding. While you might be tempted to do a complete rebrand, we’ve found that’s rarely necessary unless your current brand is seriously outdated. Instead, consider these more targeted approaches:
- Creating a special anniversary mark to complement your existing logo (think ‘Celebrating 10 Years of Excellence’)
- Developing some anniversary-specific marketing materials
- Refreshing your website if it hasn’t been updated in the last 3-7 years
- Making sure your digital presence reflects who you are today
Remember, you’re looking to enhance rather than overhaul your brand identity. Often, a thoughtful commemorative element can provide just the refresh you need.
Developing Your Law Firm Anniversary Marketing Strategy
When planning your law firm’s anniversary marketing, it’s essential to think holistically. Here’s something important to remember: your anniversary isn’t just a single day or event. We recommend spreading your initiatives throughout the year. Here’s how that might look:
Think of your law firm's anniversary as a platform, not just a party.
- Initial Quarter:
- Get your planning underway
- Start organising your event
- Map out your content strategy
- Mid-Year:
- Hold your main celebration
- Launch your thought leadership campaign
- Engage with media if that’s part of your strategy
- Ongoing:
- Keep that content flowing
- Build on those relationships
- Maintain your future-focused messaging
With the right marketing strategy, it’s your chance to strengthen relationships, showcase thought leadership, and position yourself for future growth. By taking a strategic approach to your law firm’s anniversary celebrations, you can create impact that lasts well beyond the celebration itself.
Strategic Planning Checklist:
- Define your law firm’s anniversary marketing objectives
- Develop a comprehensive marketing strategy timeline
- Allocate budget across different marketing channels
- Create measurement metrics for success
- Plan content strategy and distribution
- Coordinate brand messaging across all platforms
Ready to get started?
Here’s what to do next:
- Think about your timing and context
- Decide what you really want to achieve
- Choose your celebration and communication approaches
- Map out a twelve-month plan
- Ideally, start planning at least six months ahead
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Paul Evans is a legal marketing expert with extensive experience helping lawyers build their practices.
