Creative Direction: Hallmark Loyalty Marketing Group | Hallmark Business Expressions

The Hallmark Loyalty Marketing Group was a full-service relationship marketing agency.

Convincing companies to trust a greeting card company with loyalty marketing initiatives was more of a stretch. But Hallmark had one of the most robust CRM programs in retail, and thanks to Dr. Jay Dittman, we also had a secret weapon: his Value Star framework.

So we wrote a book about it. (I was one of three ghostwriters. We’re mentioned in the foreword.)

More info here.

For prospects who didn’t have time to read a book, our sales team wanted high-end collateral to explain our value proposition and show off some of our capabilities. (Remember the days of vellum overlays and metallic ink?)

The other side of the business was custom greetings. Selling high-quality cards from Hallmark is pretty straightforward…the complexity comes in describing customization services.

For Hallmark Business Expressions clients who bought cards in bulk to send to clients and customers, we did a little hand-holding. Based on results from an inundation/deprivation study, we learned how businesses could use cards to connect in authentic ways. We put our tips in a little booklet and sent it out with catalogs.