Hallmark dominates the U.S. greeting card market with a 50% share, producing over 10,000 new cards annually through a team of 625 creative professionals. In response to declining sales due to digital communication and increased postal rates, Hallmark launched the 'Writers Tour' publicity campaign to emphasize the emotional significance of greeting cards. The initiative successfully improved customer appreciation for greeting cards and enhanced employee morale by reinforcing their purpose within the company.

1. “When you
care enough
to send the
very best”

2. Hallmark
Writers
On Tour
Case #29 • Jasmine Rogers

3. 50% MARKET SHARE (US).
10,000 NEW CARDS EACH YEAR.
Hallmark is big in the greeting card world. The company leads domestic greeting
card sales with 50% market share in the US. There are 625 artists, designers,
writers, editors, and photographers who create over 10,000 new cards each year.

4. 90%
US households use greeting
cards

5. THE
PROBLEM
Greeting cards sales have slowed down recently, due to increased postal
rates as well as email and cellphone calls replacing personal greetings.

6. THE SOLUTION
The solution was a publicity campaign to promote sales. Hallmark’s PR
team developed the idea of the “Hallmark Writers Tour” to help grow
the greeting card industry. This involved a community relations effort.

7. The Campaign
“This tour is not only about sharing how we work at Hallmark,
but also about listening to real people talk about how cards have
made a difference in their lives.”

8. THE GOAL
Hallmark wanted to remind their customers of the emotional
benefit of greeting cards while reinforcing the Hallmark brand.

9. “We sought smaller, casual venues
with engaged proprietors so that
audiences would feel comfortable
enough to tell very touching, personal
stories in public.”
Lydia Steinberg
Hallmark’s Media Relations Manager

10. THE
BEST
OUTCOME
EVER
1. PROMOTIONAL BENEFITS
Those surveyed at Writer on Tour
events, 83.5% said the program
helped them realize how important
cards are to people. And 50% said
they use greeting cards more than
usual after the program.
2. CUSTOMERS’ EFFECTS ON
EMPLOYEES
The tour became an effective
employee relations program that
helped the employee’s sense of
purpose. Internally, the PR staff
used the program to inspire
employees about the company.

11. My Opinion:
A good company
should know how to
love both the
consumer and
employee, and I
believe Hallmark is
one of them.