Strategic Communication

Repositioning and key messaging capture company’s consolidated focus

Hallmark Cards, Inc., decided to streamline its business-to-business offering by consolidating four separate companies under one new brand called Hallmark Business Connections. The launch required a clear, consistent message for several internal and external audiences as well as a strong media relations program to communicate the launch.

Morningstar Communications worked closely with Hallmark Business Connections leadership to develop an overarching change messaging platform, as well as specific key messaging for Hallmark Business Connection’s key market segments.

The messaging was an integral piece of the proactive media relations campaign garnering positive media coverage including an exclusive with the Associated Press that was picked up nationally.