Many groups are using anniversary celebrations strategically to highlight industry impact, reposition and reach new audiences A photo showing the Golden Gate Bridge under construction, from the AGC centennial book. People of a certain age may not relish birthdays, but major milestones are strategic opportunities not to be missed for associations. Groups use anniversaries not to obsess about the past but to reposition for the future and reach new audiences. It's an endeavor on which some begin planning years in advance and spend millions of dollars. "We view this as a transformative process as much as it is a celebratory process," said Brian Turmail, vice president of… Read More