Hallmark Brand Segmentation Trade Campaign

For years, Hallmark approached mass retail chains with a one-size-fits-all approach—stores either carried the entire greetings portfolio—or they didn’t carry Hallmark at all. But as retailers were forced to compete with online retailers like Amazon Prime, Hallmark faced an “evolve or die” proposition. Enter Hallmark’s new brand segmentation strategy—a holistic plan designed to align Hallmark greetings brands with specific consumer segments and to retool their supply chain retail buyers could tailor their greetings inventory to customer preference at the individual store level. My team was asked to develop a campaign for industry trade pubs to boost awareness of these efforts among retail executives and remind them that no one is more committed to their success than Hallmark.