“When you care enough to send the very best”

Hallmark Writers On TourCase #29 • Jasmine Rogers

50% MARKET SHARE (US).

10,000 NEW CARDS EACH YEAR.

Hallmark is big in the greeting card world. The company leads domestic greeting card sales with 50% market share in the US. There are 625 artists, designers, writers, editors, and photographers who create over 10,000 new cards each year.

90%US households use greeting

cards

THE PROBLEM

Greeting cards sales have slowed down recently, due to increased postal rates as well as email and cellphone calls replacing personal greetings.

THE SOLUTION

The solution was a publicity campaign to promote sales. Hallmark’s PR team developed the idea of the “Hallmark Writers Tour” to help grow the greeting card industry. This involved a community relations effort.

The Campaign “This tour is not only about sharing how we work at Hallmark, but also about listening to real people talk about how cards have

made a difference in their lives.”

THE GOALHallmark wanted to remind their customers of the emotional benefit of greeting cards while reinforcing the Hallmark brand.

“We sought smaller, casual venues with engaged proprietors so that audiences would feel comfortable enough to tell very touching, personal stories in public.”

Lydia SteinbergHallmark’s Media Relations Manager

THE BEST

OUTCOME EVER

1. PROMOTIONAL BENEFITSThose surveyed at Writer on Tour events, 83.5% said the program helped them realize how important cards are to people. And 50% said they use greeting cards more than usual after the program.

2. CUSTOMERS’ EFFECTS ON EMPLOYEESThe tour became an effective employee relations program that helped the employee’s sense of purpose. Internally, the PR staff used the program to inspire employees about the company.

My Opinion:

A good company should know how to love both the consumer and employee, and I believe Hallmark is one of them.