Hallmark

Retailer Report

Ryan Kozar

Denise Burkholder

Erin Beyer

HistoryHistory– 1910 –1910 – Joyce Clyde Hall starts wholesaling postcards Joyce Clyde Hall starts wholesaling postcards– 19111911 – Joyce and his brothers form Hall Brothers – Joyce and his brothers form Hall Brothers– 19251925 – The word "Hallmark" first starts to appear on cards – The word "Hallmark" first starts to appear on cards– 19281928 – "Hallmark" now appears on all cards – "Hallmark" now appears on all cards– 1944 –1944 – The slogan, "When You Care Enough To Send the Very Best" The slogan, "When You Care Enough To Send the Very Best"

is first usedis first used– 19491949 – Hallmark signature and crown logo created – Hallmark signature and crown logo created– 1954 – 1954 – Name officially changes to Hallmark Cards, Inc.Name officially changes to Hallmark Cards, Inc.– 19561956 – Company moves to Kansas City, Mo. – Company moves to Kansas City, Mo.– 19661966 – Hallmark International organized – Hallmark International organized– 19941994 – Hallmark Gold Crown® Card becomes the first consumer- – Hallmark Gold Crown® Card becomes the first consumer-

reward program in the greeting card industry.reward program in the greeting card industry.– 1996 –1996 – Corporate Web site launched: Hallmark.com Corporate Web site launched: Hallmark.com– 20022002 – Donald J. Hall Jr., grandson of Hallmark founder J.C. Hall, is – Donald J. Hall Jr., grandson of Hallmark founder J.C. Hall, is

named president and chief executive officernamed president and chief executive officer

MissionMission– ““Hallmark has believed in the very best of Hallmark has believed in the very best of

human nature, the desire each of us has to human nature, the desire each of us has to live a life that intertwines in meaningful live a life that intertwines in meaningful ways with others.”ways with others.”

– That Belief Drives their Mission to Help That Belief Drives their Mission to Help People…People………CommunicateCommunicate

……ConnectConnect

……CelebrateCelebrate

– ““When You Care Enough to Send the Very Best”When You Care Enough to Send the Very Best”

BackgroundBackground– 43,000 Retail Outlets in the U.S.43,000 Retail Outlets in the U.S. – Net Revenues of $4.2 BillionNet Revenues of $4.2 Billion – Worldwide: 18,000 Full-Time EmployeesWorldwide: 18,000 Full-Time Employees– Creative Staff of 800 Artists, Designers, Stylists, Creative Staff of 800 Artists, Designers, Stylists,

Writers, Editors, and PhotographersWriters, Editors, and Photographers – More than 48,000 Products in its Line at Any One More than 48,000 Products in its Line at Any One

TimeTime – Publishes Products in More than 30 Languages Publishes Products in More than 30 Languages

and Distributes in More than 100 Countriesand Distributes in More than 100 Countries

CorvallisCorvallis– Location: 932 NW CIRCLE BLVDLocation: 932 NW CIRCLE BLVD

Competitive Advantage

• Cards!– Logo has meaning

“caring enough to send the VERY best!”

– Allied Card Lines• Shoebox• Maxine

– Song Cards– E-cards (online)

• Hoops and Yoyo

• Gold Crown Program

Competitive Advantage (cont.)

• Ornaments– Decoration– Collection: Series

• Hall of Fame• Online

– Coupons– www.Hallmark.com

• Direct– Coupons– Promotions

• Hallmark Magazine

SWOT AnalysisStrengths

– Good customer service– Small town atmosphere– Many loyalists– Offers benefits for those

loyalists– Tradition & reputation

Weaknesses– Little foot traffic– Small retail space– Location (crime)– Lack of signage

options– “Overpriced balloons”

SWOT AnalysisOpportunities– Local store commercial– Students & parents– Relocation to downtown

Threats– Rice’s Pharmacy Gifts

and Wine– OSU Bookstore – Card-making computer

programs– E-cards– Fred Meyer’s– Dollar stores

Sources

Hallmark.com, Hallmark.com, http://www.hallmark.com/