This year, De Goudse Verzekeringen celebrated its 100th anniversary—a remarkable milestone that did not go unnoticed. The insurer collaborates with a broad range of stakeholders, with its employees serving as the driving force behind this family business. To ensure a fitting anniversary celebration for every link in this "purple success chain," a roadmap was developed as the guiding thread for planning the anniversary year. A key element of this approach was a target audience survey involving all stakeholders of De Goudse to understand what they wanted to see reflected in the celebration. Let us take you step by step through the chosen path to success, which was designed together the year prior.
The road to an anniversary year for everyone.
A strategic celebration of culture and values
An anniversary celebration is more than just marking the existence of an organization; it is a strategic tool that can strengthen internal cohesion, employee engagement, and external relationships. By designing an anniversary that reflects the company's culture and values, a lasting impact can be made on different target groups, bringing benefits both internally and externally. But how do you create a year full of festivities in which everyone feels heard? For this 100th anniversary, we developed a roadmap consisting of several phases to find the desired cohesion and guiding theme.
Involve everyone from the start
After an energetic kick-off with the project team, we mapped out the various target groups, such as advisors, employees, alumni, customer groups, and local residents. Profiling these groups and engaging them in conversations allowed us to assess their wishes, sentiments, and historical stories. We asked what they wanted to see included in the anniversary, their primary associations with De Goudse, and which anecdotes connected them to the family business. These discussions also provided input for the tone of voice and symbolism to set the right atmosphere for the celebration. Together with insights from a specially appointed steering committee, this input was used to shape the anniversary's DNA. Based on this identity, we determined which events would be included on the anniversary calendar for each target group.
'Long Live Your Way'
With a renewed vision and the theme 'Long Live Your Way,' the manifesto and event principles for the anniversary were created. This theme was brought to life by developing carriers that appeared consistently in all expressions and gave the message its depth: sight, sound, and story. These elements emerged from a desire to resonate with people and connect them to De Goudse’s story. For a century, the organization has told impactful stories that have shaped its success. By delivering the theme visually, musically, and narratively, it became a living concept.
One example is the artwork of hundreds of swallows displayed in Gouda’s Sint Janskerk during the anniversary reception. This piece paid tribute to De Goudse's iconic logo and symbolized the freedom to do things your way, a hallmark of the swallow. Additionally, a bespoke song was composed and performed during the annual kick-off. By translating 'Long Live Your Way' into sight, sound, and story, we built a recognizable anniversary year filled with celebrations, surprises, and connections. This approach fostered pride, strengthened the brand identity, and made the feeling of "one De Goudse" tangible.
Looking for guidance for your anniversary year?
Thanks to this approach, we were able to work in phases, involve everyone, and incorporate the needs of all stakeholders into the anniversary year. Are you curious about how we can design and shape your anniversary year together? Let us join you from the start. Visit the partner page of De Goudse Verzekeringen for an overview of the various events that were part of this festive year.