the problemThe entire greeting card industry is experiencing and

projecting a further loss in annual sales. Hallmark Inc. recognizes this trend as the greeting card industry con-tinues to experience these growing pains. In order to off-set a decline in sales, Hallmark wants to increase its mar-ket share by 5% and its brand awareness by 85%.

the problemThe entire greeting card industry is experiencing and

projecting a further loss in annual sales. Hallmark Inc. recognizes this trend as the greeting card industry con-tinues to experience these growing pains. In order to off-set a decline in sales, Hallmark wants to increase its mar-ket share by 5% and its brand awareness by 85%.

Critical FactorsThe Campaign.

Budget of $50 Million

Campaign period of January- December 2013.

2004. The rapid rise of social networking sites. Electronic cards, emails, digital imaging platforms and mobile apps Accoarding to IBIS world, greeting card in-dustry sales decreased 57% since 2004.

Unexpexted Competition.

Critical Factors

Budget of $50 Million

Campaign period of January- December 2013.

2004. The rapid rise of social networking sites. Electronic cards, emails, digital imaging platforms and mobile apps Accoarding to IBIS world, greeting card in-dustry sales decreased 57% since 2004.

The greeting card industry continued to decline with US economy.

Economy.

Aging Customer Base.

Females ages 45-64 considered Hallmark’s aging loyal customer base.

Critical Factors

Critical Factors

Your Greeting Card CompetitionWith over 10,230 active fans, 38,736

submissions to date and a 340%

Dedicated Community.

White Females, ages 25-34.

New to Motherhood, Single Females.

Established WomenFemales, ages 35-54.

Target Audiences

Old FashionedFemales, ages 55-64.

Established WomenFemales, ages 35-54.

Target Audiences

RegionalityOur recommended target audiences are found in the South West, Mid West, North East and South East regions.

North West?

California, Texas, New York, Florida and

Pennsylvania

SeasonalitySeasonality is a major factor in the greeting card industry, because sales are directly cor-related with holidays.

American mainstream holidays— February, March, May, June and December.

Traditional Approach

Media Objectives. Increase brand awareness

High frequency and low reach approach

High BDI and a high CDI

Stand out in the market from its competitors.

Seasonality. Continuity Strategy to increase frequency and brand awareness.

Regionality.

Majority of budget to the South West, Mid West, North East and South East regions, and a lesser percent-age to the North West region.

Traditional Approach

Media Selection. Heavy traditional media.

Radio, newspaper, Internet and social media, be cause these forms of media deliver immediacy and high frequency.

No primetime, but rather a day-part television.

Pros and Cons. Pros: Old Fashioned audience, while still reach ing the other two audiences.

Cons: Does not recognize the holiday months with the highest sales. It also ignores two of the three target audiences.

SocialApproach

Media Objectives. High reach and low frequency approach

Aim to reach all three target audiences, with a heavy emphasis on the two younger audiences.

Offensive strategy

Media Selections. Modern forms of media, such as the Internet and so cial media.

Prime time TV, radio and guerrilla marketing

Seasonality. Flighting strategy, emphasis on the winter months (December - February) and spring months (March - June.)

SocialApproach

Regionality. Majority of budget to the South West, Mid West, North East and South East regions, and a lesser per- centage to the North West region.

Pros and Cons Pros. Reaching two of 3 our target audiences that like Hallmark but are not necessarily brand loyal.

Reaches them during the most pivotal greeting card buying months.

Cons. This strategy ignores the non-holiday months where Hallmark still sells cards.

It also does not cater to its most loyal clients, the Old Fashioned women.

Combo PlatterNO. 9

Media Objectives. Combination of the Social Approach and the Tradi - tional Approach.

Scattering reach and frequency by using a pulsing strategy.

Regionality. Majority of budget to the South West, Mid West, North East and South East regions, and a lesser per - centage to the North West region.

Seasonality.

Pulsing strategy

Heavy advertising during its peak months (February, March, May, June, December) increasing its reach.

Alternative months (January, April, July, August, Sep- tember, October, November) Hallmark will continue to advertise (with less of the budget) focusing on high frequency.

Combo PlatterNO. 9

Media Selections.

All forms of media in order to reach all of our target audiences. Radio, Internet, Non- Traditional, Social Media, Print and Television.

Pros and Cons. Pros. reaches all three target audiences. It also dis perses its advertising throughout the year with an emphasis on the holiday months.

Cons. This strategy is very ambitious. It uses all forms of media on a $50 million budget.

Our Recommendation...

Combo PlatterNO. 9

Our Recommendation...

Media Objectives- Pulsing strategy

- Important that we achieve the highest amount of our target audiences during the most pivotal months and vise versa for the months where high frequency is our goal.

- Hallmark’s pivotal months help boost brand aware-ness through an intense focus on reach.

- The months with more frequency will help signify the brand within the target audience. The frequency will be driven during the months with the lowest sales and less pivotal holidays.

Marketing Objectives- Increase its U.S. market share by five percent

-Increase its brand awareness by 85% within their target audience.

Media Mix

Television45%

1,500 GRPs

Social

Media

7%

Media Mix

Television45%

1,500 GRPs

Nontraditional18%600 GRPs

Social

Media

7%

Radio

10%

334 GRPs

Internet

8%

267 GRPs

Print

12%

400 GRPs

234

GRPs

RadioBudget: 10%, 5 million

Total GRPs: 334

Premier Network, has the largest syndication distribution.

Vehicles: Syndicated programs like Deliah, Ryan Seacrest and Elvis Duran.

Advertising: 30- second radio spot

Media Mix [Breakdown]InternetBudget: 8%, 4 million

Total GRPs: 267

Vehicles:

- Webmd.com

- Usatoday.com

- Amazon.com

- Yahoo.com

- Google.com

Advertising: Banner ads, Google adwords, Side bar ads

Media Mix [Breakdown]InternetBudget: 8%, 4 million

Total GRPs: 267

Vehicles:

- Webmd.com

- Usatoday.com

- Amazon.com

- Yahoo.com

- Google.com

Advertising: Banner ads, Google adwords, Side bar ads

Budget: 18%, 9 million

Total GRPs: 600

Macy’s Day Parade

Public Relations: Charity Campaign

- Crayola

- Safe Harbor Shelter

**Note: The month of No-vember has a higher reach due to the popularity of the Macy’s Thanksgiving Day Pa-rade.

Non-Traditional

Media Mix [Breakdown]

Media Mix [Breakdown]

Media Mix [Breakdown]Social MediaBudget: 7%, $3.5 million

Total GRPs: 233

Your Greeting Card Com-petition, because of it has a large fan base and generated brand aware-ness.

Vehicle:

Pinterest: Pin Your Per-fect “Holiday.”

Media Mix [Breakdown]

Print:Budget: 12%, $6 million

Total GRPs: 400

Vehicles:

Newspaper: USA Today, Local Newspapers (Top 20 DMA’s)

Magazines: Better Homes and Garden, Brides, InStyle, Ladies Home Journal, The O (Orpah Magazine), RedBook

Television:Budget: 45%, $22.5 million

Total GRPs: 1,500

Vehicles:

Primetime: The Bachelor, The Biggest Loser, Grey’s Anatomy

Daytime Channels: ABC Family, Bravo, Food Network, Hallmark, HGTV, Lifetime and TLC.

Media Mix [Breakdown]

Media Mix [Breakdown]

Seasonality

Seasonality

REgionality

23%

8%23%

REgionality

23%

23%23%

Expected OutcomeSEarned Media: Press from non-traditional media and social media—Public Relations Charity campaign and Macy’s Day Parade float, Pin Your Perfect “Holiday” campaign, Your Greeting Card Competition campaign.

Owned Media: Website, social media—Pin Your Perfect “Holiday” campaign, Your Greeting Card Competition campaign.

Expect to reach our marketing and media objectives.

Expected OutcomeSEarned Media: Press from non-traditional media and social media—Public Relations Charity campaign and Macy’s Day Parade float, Pin Your Perfect “Holiday” campaign, Your Greeting Card Competition campaign.

Owned Media: Website, social media—Pin Your Perfect “Holiday” campaign, Your Greeting Card Competition campaign.

Expect to reach our marketing and media objectives.

Flowchart

Flowchart