Corporate anniversary rings, promotions, signs in retail stores, donations, scholarships, temporary price reductions or discounts, reflections on past accomplishments, special ad campaigns, new logos, and so on. Planning an anniversary can take years. In some cases, special marketing consultants and event planners have been hired to coordinate the effort. Large corporations typically work closely with their corporate advertising agency as well as their marketing and sales departments to plan sometimes elaborate campaigns, often with a special theme to mark the occasion. For example, Starbucks marked their 40th anniversary with a redesigned logo and media campaign. Guinness Brewery celebrated its 250th anniversary with
National Signing Day in December to have recruits sign conference letters-of-intent. The College Football Association, led by several prominent college head football coaches, proposed a resolution to eliminate conference signing days during their 1980 convention, and have a singular signing day in their places, called a National Signing Day. In 1981, the last year for conference signing days, recruits had to sign both conference and national letters-of-intent if their school was in the Big Eight or Southwest Conferences (four members of the latter conference later joined the former, which became known as the Big 12 Conference after the expansion). The conference letters-of-intent restricted