Hallmark 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 compete. Enter Hallmark’s new brand segmentation strategy designed to align Hallmark greetings brands with specific consumer segments and allow buyers to tailor greetings inventory to customer preference at the individual store level. My team was asked to develop a campaign to boost awareness of these efforts among retail executives and to remind them that no one is more committed to their success than Hallmark.