Everything to do with your business anniversary should be seamless, not scattered. The financial firm Baird gets it right with its 100th anniversary campaign. Alerted to Baird by a 7-second sponsorship clip on the Marketplace radio program, we searched on “Baird 100” and found a beautifully constructed website. What’s more, the site is up and running in advance of the company’s 2019 centennial, a logical marketing move that is nonetheless all too rare.

Five sections carry the reader from past to present to future:
Storied History
Letter from Leaders
Focus on Clients
Caring Partner
Bright Future
Each of these, including an interactive timeline, makes it easy to grab the top-line branding message or to drill down for details. Our only cavil is that Baird’s main website doesn’t seem to have a crossover link, at least yet. The attractive Baird 100 logo appears there but can’t be clicked on.