Hallmark

1
Hallmark

• Retailer Report
• Ryan Kozar
• Denise Burkholder
• Erin Beyer

2
History

• 1910 Joyce Clyde Hall starts wholesaling
  postcards
• 1911 Joyce and his brothers form Hall Brothers
• 1925 The word "Hallmark" first starts to appear
  on cards
• 1928 "Hallmark" now appears on all cards
• 1944 The slogan, "When You Care Enough To Send
  the Very Best" is first used
• 1949 Hallmark signature and crown logo created
• 1954 Name officially changes to Hallmark Cards,
  Inc.
• 1956 Company moves to Kansas City, Mo.
• 1966 Hallmark International organized
• 1994 Hallmark Gold Crown Card becomes the
  first consumer-reward program in the greeting
  card industry.
• 1996 Corporate Web site launched Hallmark.com
• 2002 Donald J. Hall Jr., grandson of Hallmark
  founder J.C. Hall, is named president and chief
  executive officer

3
Mission

• Hallmark has believed in the very best of human
  nature, the desire each of us has to live a life
  that intertwines in meaningful ways with others.
• That Belief Drives their Mission to Help People
• Communicate
• Connect
• Celebrate
• When You Care Enough to Send the Very Best

4
Background

• 43,000 Retail Outlets in the U.S.
• Net Revenues of 4.2 Billion
• Worldwide 18,000 Full-Time Employees
• Creative Staff of 800 Artists, Designers,
  Stylists, Writers, Editors, and Photographers
• More than 48,000 Products in its Line at Any One
  Time
• Publishes Products in More than 30 Languages and
  Distributes in More than 100 Countries

5
Corvallis

• Location 932 NW CIRCLE BLVD

6
Competitive Advantage

• Cards!
• Logo has meaning caring enough to send the
  VERY best!
• Allied Card Lines
• Shoebox
• Maxine
• Song Cards
• E-cards (online)
• Hoops and Yoyo
• Gold Crown Program

7
Competitive Advantage (cont.)

• Ornaments
• Decoration
• Collection Series
• Hall of Fame
• Online
• Coupons
• www.Hallmark.com
• Direct
• Coupons
• Promotions
• Hallmark Magazine

8
SWOT Analysis

• Strengths
• Good customer service
• Small town atmosphere
• Many loyalists
• Offers benefits for those loyalists
• Tradition reputation

• Weaknesses
• Little foot traffic
• Small retail space
• Location (crime)
• Lack of signage options
• Overpriced balloons

9
SWOT Analysis

• Opportunities
• Local store commercial
• Students parents
• Relocation to downtown

• Threats
• Rices Pharmacy Gifts and Wine
• OSU Bookstore
• Card-making computer programs
• E-cards
• Fred Meyers
• Dollar stores

10
Sources

• Hallmark.com, http//www.hallmark.com/