GREETINGS 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. Times have changed, and retailers require more flexibility to compete. Enter Hallmark’s new brand segmentation strategy, designed to help retail buyers tailor greetings inventory to the individual store level. My team was asked to develop a campaign to boost awareness of these efforts among retail executives and remind them that Hallmark is more committed to their success than ever.