History Smiths
Using history as a powerful marketing tool - aka story telling!



 

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Proclaim Your Business Anniversary, Attract Attention,

Be the Toast of Your Community

Are you celebrating a significant business anniversary, like your 100th? If you are, think about asking your mayor or town manager to issue a special proclamation on the anniversary of the day you were founded.

In this economy, every community is trying to retain and attract businesses. You w
ould be giving your town leadership a wonderful opportunity to promote their business community.

If you’ve never done this before, here are some tips:


• Work with your Chamber of Commerce. Chances are, they have experience with proclamations.

• Identify the right person to contact in the mayor’s office. Let them know you plan to submit the proclamation language via email, and ask if there are any guidelines.
• Yes, you will write it yourself. The mayor’s staff will print it out on official city letterhead or a special form, and the mayor will sign it.
• The mayor’s office will ask you to pick it up, and if you are not planning a special event where it will be read, ask to pick it up when the mayor is available for a photograph. But it’s much better to read it at your anniversary event!

The basic format for a proclamation consists of a series of “whereases” and a “therefore,” such as the following fictitious version.


Note the use of historical information, language that integrates the business with community history, wording about the company’s services and value to the community, and a positive statement about your future.
The research you do on your company history will inform your own proclamation, but make sure you include community angles (which is what your mayor cares about).

PROCLAMATION


WHEREAS: The Smith Company of Anytown, Massachusetts, was founded 100 years ago on this day, January 1, 1911, by John Smith, a recent immigrant from Europe and an entrepreneur who embodied the American dream; and,


WHEREAS: The Smith Company was established to provide excellent financial management services to its clients in Anytown, Massachusetts; and,


WHEREAS: The Smith Company survived The Great Depression, several wars, and the country’s most recent economic downturn, never failing to provide services and leadership to its customers to ensure their  long-term success; and,


WHEREAS: The Smith Company has been an integral part of this community, donating millions of dollars over the years to social service agencies, our schools, public library, youth programs, historical society and museum; and,


WHEREAS: The Smith Company will continue to serve as a leading citizen in our community as an employer and corporate donor for generations to come;


NOW, THEREFORE, I (name of the Mayor), Mayor of Anytown, Massachusetts, declare January 1, 2011 Smith Company Day in Anytown, Massachusetts.


Once you have your proclamation, you can:


• have it read at your anniversary event (make sure to take a photo with your mayor or town manager)

• publish it in your local paper along with the photo (which also means online exposure)
• post the language and your photo on your Web site
• display the original at your place of business for your employees and customers to enjoy

If your business is located in a large city, an actual proclamation might be too much to expect. Instead, your city might offer Certificates of Appreciation or some other such vehicle. Again, contact your Chamber of Commerce. They should know.


And if your city or town has no way to recognize business milestones, they might as well start with you and develop a new program!


Here’s to proclaiming your anniversary!


________________


2010 © Bonnie Hurd Smith


History Smiths works with service-oriented businesses to use history — their own and their community's — to achieve customer loyalty, referrals, and high status. Subscribe (above, right) to our free Ezine, Connections, where we share ideas and examples of businesses embracing history to achieve business goals.


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• Marketing ideas, using history, you can use right
   now to attract customers and their loyalty.

• Ways you can use history to boost your
   business's reputation as a local hero.

• Proven examples of how this works.

• Inspiring stories from history!

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