2. Summary
S Hallmark cards are a big business, especially around the
holidays. The most sales hallmark cards generate are
seasonal cards. On valentines day an estimated 145
million units are sold, and on Mothers day an estimated
133 units are sold. Hallmark cards, for years, have been
a big business for special occasions.
3. Situation
S Hallmark card sales were decreasing due to the easy
access of email generated greeting cards or sending a
simple text message.
S People with busy day-to-day lives would rather send a
quick electronic greeting, rather than go to a store and
purchase an actual greeting card.
4. Objectives
1. The first objective used by hallmark was the Hallmark
Writers Tour, in which writers and later artists of the
brand traveled to interact with the customers through
small events.
2. The second objective used was to reinforce their brand
by using new staff members and customer testimonials
for their promotional efforts.
5. Strategies and Tactics
S The main strategy that hallmark used was that they developed a
media tour to enhance the awareness about buying greeting cards
rather than sending them electronically.
S An employee program was then developed through this media
tour. The employee relations program was for the employees to
share their own hallmark story. This also made the employees
feel valued and helped generate good customer service in order to
sell more greeting cards.
S This helped boost peoples awareness as to how it can be more
meaningful to actually purchase a greeting card then electronically
send one.
6. Evaluation
S In the end, Hallmark was successful in their campaign in
making people aware that buying greeting cards in a
store is more meaningful than sending an electronic
greeting.
S They also helped there brand and got more company
moral through their employee relations program.
