BUSINESS CHALLENGE
Hallmark traditionally avoided businesses related to illness and end of life for fear they’d be seen as profiting from tragedy.
SOLUTION
Partner with Caring Bridge, a trusted digital platform for managing communication between patients, caregivers, and their friends and family members.
STRATEGY
Combine Hallmark’s brand equity and creativity with CaringBridge’s understanding of health journeys to create products and content to help people in inner and outer circles support patients and caregivers.
DELIVERABLES
- Business objectives and growth plan
- Card collections sold online included:
- Two 12-card “Caring Messages” collections from Hallmark card competitions—all based on real-life experiences and relationships
- Two 12-card collections of Hallmark-created cards
- Custom everyday and holiday business greetings
- A dozen “CarePosts” digital messages designed for sharing on CaringBridge Card
- Gift collection tested on spinners in CVS stores
- Custom-designed Keepsake Ornament
TRISH BERRONG 