Case Study: Hallmark achieves more effective local marketing and stronger brand consistency with NextPage

Hallmark - Customer Case Study

Hallmark, the largest greeting card manufacturer in the United States, needed a better way to help more than 2,000 independently owned Gold Crown stores manage local marketing. Its retailers were using four separate ordering systems for email, downloadable assets, direct mail, and greeting cards, which created confusion, low adoption, inconsistent branding, and limited visibility into marketing performance. Hallmark turned to NextPage for a centralized marketing communications portal.

NextPage implemented Hallmark’s Retailer Customized Marketing platform, giving store owners a single online system to access marketing assets, build targeted lists from Hallmark’s Teradata CRM data, personalize email and direct mail, and follow best-practice guides with built-in support. The result was faster and lower-cost local marketing, more consistent branding across the network, stronger reporting for corporate teams, and improved response rates, including 12.5% for birthday card campaigns, 20% for holiday campaigns, 6% for promotional postcards, and 0.6% for email campaigns.

Hallmark

Carlos Corredor

Program Leader of Hallmark’s RCM program.