Hallmark Market Strategy final project for new media drivers license course at Michigan State.

1. CAN’T FIND THE RIGHT
WORDS? TRUST HALLMARK.
Jennifer Garavaglia
New Media Drivers License-Final Project
Sunday, December 2, 2012

2. “WE WILL BE THE COMPANY THAT
CREATES A MORE EMOTIONALLY
CONNECTED WORLD BY MAKING A
GENUINE DIFFERENCE IN EVERY
LIFE, EVERY DAY.”
Sunday, December 2, 2012

3. “Everyone Has Something
They Need To Hear.”
Large Target Range
--Ages 4-100
Product Variation
--Interactive Products
--Greeting Cards
--Movies
--Idea Blogs
Sunday, December 2, 2012

4. Hallmark
That means publishes cards
on average in more then
13 million
Americans
purchase
cards are 3 languages
0
purchased in
F i v e a single day, and distributes
B i l l i o n just in the them in over
greeting cards a United
year. states! 1 0 countries
0
Sunday, December 2, 2012

5. the
BIG idea
Be simple
Trigger emotions
More pictures, less words
Candid Photographs
Have a marketing strategy for all products available
Hallmark channel, greeting cards, keepsakes, personalized products,
and interactive products.
All product campaigns have similar agendas but differ in the individual
qualities of each product.
Change themes with the seasons
Sunday, December 2, 2012

6. Start Every Day
Like It’s Your
Birthday!
..............
Sunday, December 2, 2012

7. Bring
Stor ytime
to life.
Sunday, December 2, 2012

8. * *
**
*
**
* *
Keep the family smiling from
scene to scene
*
*
* *
*
*
Sunday, December 2, 2012

9. Sunday, December 2, 2012

10.
TOO S AND TACTICS
Website-Hallmark and
Hallmark Corporation
Social Media-to promote
Facebook and Twitter
Instagram-to engage
Use of #hashtags and the
relationship importance
factor
Sunday, December 2, 2012

11. BUDGET
10%
Mobile
5%Content
20%
Search Engine Optimization
30%
Pay Per Click
5%Email
30%
Social
Sunday, December 2, 2012

12. “When You Care Enough To Send The Very Best”
Sunday, December 2, 2012

13. Hallmark Products
Hallmark Corporation
Sunday, December 2, 2012