Hallmark Business Expressions, the B-to-B subsidiary of Hallmark Cards, Inc., had gone through many evolutions during its life—from basic business greeting card provider to a high-end “direct mail” agency. Operational changes required repositioning the brand to customers and prospects, and changing the company’s marketing and sales approach to achieve new revenue numbers.

Morningstar Communications conducted our Future Visioning™ session with the Hallmark Business Expressions leadership team. We developed key messaging that captured the company’s new direction and value proposition. We then helped revamp the sales and marketing materials, including everything from sales slicks to the Web site, to incorporate the new brand messages and crystallize the company’s position.