The Hallmark Experience Plansbook by Grace Heitmann

Bloom Communications presents

Bloom Communications / 7 Meet the Team / 8 Executive Summary / 13 Research / 15 Situation Research / 17 Secondary Research / 25 Primary Research / 41 SWOT Analysis / 61 Strategic Message Planner / 65 Executions / 73 Goals / 74 Sources / 117

Bloom Communications is student-led advertising and public relations group within the William Allen White School of Journalism and Mass Communications at the University of Kansas. All team members in Bloom Communications are seniors within the School, participating in a capstone course under the direction of Dr. Yvonnes Chen. This course tasks students to create an all-encompassing campaign through research, strategic thinking and creative execution. Bloom Communications is comprised of six dedicated students: Jami Bechard, Emily Biras, Madeline Dickerson, Tabitha Feaker, Annie Matheis and Kristina Maude. Together, they work to make their clientsâ&#x20AC;&#x2122; businesses grow. Inspired by ideas big and small, this group of dedicated professionals can take their clientsâ&#x20AC;&#x2122; visions and make them flourish.

Jami Bechard

Emily Biras

Madeline Dickerson

Jami has spent her college years fine-tuning her expertise in marketing and advertising. On campus, Jami dedicates her time to The Agency, the first student-run advertising agency at KU. As the Director of Account Management, Jami leads a team of more than 25 students dedicated to the growth of clients’ brands. In the summer of 2015, Jami continued her journey by interning with Grey Group Advertising in New York working with clients including Nestlé and Smucker’s. After graduation, Jami will be moving to Minneapolis to work as a Business Analyst at Target Headquarters.

Choosing KU to study Journalism—after growing up in St. Louis cheering on Mizzou—Emily has spent her college career learning the ins and outs of strategic communication and business. Emily completed a marketing sales internship with Chegg, Inc. in Lawrence, Kan., as an Account Executive during the summer of 2014. She also enjoyed learning various aspects of small agency life in the summer of 2015 as a general intern at JNA Advertising in Kansas City, Mo., while working with clients including Ceva Animal Health and the Kansas Lottery. During her free time, she is an exercise enthusiast and enjoys taking her dog on trips to Colorado and the local dog park. Emily plans to work for an advertising agency as an Account Manager or occupying a marketing department position for a specific corporation.

Madeline is pursuing journalism and women, gender, and sexuality studies in order to advocate and bring awareness to issues surrounding human rights. While at KU, Madeline has been active in Student Senate. She is currently the Student Rights Committee Chair working with administration and student groups to protect the rights of students on campus. Madeline has studied Russian while at KU and spent a summer in Buffalo, New York aiding refugees from Slovic countries. During her free time, Madeline loves playing with her dog and cheering for the Kansas City Royals. After graduation, Madeline hopes to attend law school.

Tabitha Feaker

Annie Matheis

Kristina Maude

Tabitha is a non-traditional student who has dedicated the last 14 years to her children and her salon business, Bewitching Beauty. While she loves her current profession, she feels that it is necessary to continue to grow and develop as a business professional. Tabitha also believes that her role as a mother placed her in a position to teach her children through example; thus, a college degree was an expectation she set for herself long ago. Managing a family, school and work challenged her at times. However, she does so with excitement, determination and anticipation for the next chapter of her life.

During her time at KU, Annie focused her studies on strategic communication and women, gender, and sexuality studies. Annie currently serves as a Nonprofit Development Intern at the Willow Domestic Violence Center, where she manages the donor database, updates social media accounts and assists in event planning. While on campus, Annie remains highly involved as a leader, culminating in her position as Orientation Coordinator, where she coordinated and served as the pointperson for 15 Orientation Assistants. She also served as a leader in other organizations, such as Student Union Activities and Alternative Breaks. When Annie isnâ&#x20AC;&#x2122;t working on campus, you can most likely find her reading, drinking coffee, laughing, creating things or petting a dog. After graduation, Annie hopes to work in the nonprofit sector.

Kristina has spent her time at KU focusing on public relations and studying political science and women, gender and sexuality studies. On campus, she is the Transportation Coordinator for KU on Wheels and Student Senate where she spends her time marketing the SafeBus and SafeRide programs on campus. She is the president of the KU Mock Trial Team - a competitive team of 30+ people that go to tournaments against other universities across the nation. As the president of KU Mock Trial, she has just finished overseeing and restoring the Jayhawk Invitational Tournament - a tournament that hosts 30 teams and 300+ people from 8 different states in Lawrence, Kansas. After graduation, she hopes to attend law school.

Grace Heitmann

Lauren Reardon

Savannah Rodgers

Grace Heitmann is a sophomore originally from Kansas City studying graphic design at the University of Kansas. Currently, Grace works at Marketing Communications at the University of Kansas as a designer. Through her job, Grace is able to be an active member of the University by designing pieces and attending photo shoots for departments such as the Offices of Admission and Public Affairs. Grace loves every aspect of graphic, but especially loves hand lettering. Grace recently took part in lettering class hosted by Erik Marinovich and is always borrowing peopleâ&#x20AC;&#x2122;s names to practice. Grace hopes to work either in Kansas City or the East Coast after college but is currently focused on interning this summer.

Lauren is a senior in graphic design at Kansas State University. She works part-time as the graphic design assistant at the KSU Foundation doing collateral material such as pamphlets, booklets, proposals and event invites. She serves as secretary for the KSU chapter of the American Institute of Graphic Arts and as an Art Department Ambassador giving tours to prospective students, designing posters and mentoring freshman in the art department. When she isnâ&#x20AC;&#x2122;t designing, she spends time traveling, reading, sketching and being outside. Lauren graduates in May and hopes to work for a design firm doing brand identity.

Savannah Rodgers is a filmmaker based out of the Kansas City and Lawrence, Kansas, areas. Her award-winning directorial debut, Politically Correct, is currently on the independent film festival circuit. Savannah is a production freelancer, is on the Board of Directors for Kansas City Women in Film and Television and serves on the Board of Directors for the See/Saw Film Festival. Savannah is attending the University of Kansas and pursuing a degree in film. In 2015, Savannah was the recipient of the Loren Dolezal Community Service Award from KUâ&#x20AC;&#x2122;s Department of Film and Media Studies.

Kitty Tootle Kitty is a senior at the University of Kansas studying environmental design. She has enjoyed her time at KU getting involved in several activities in the design school. Some of which include being on the KU Design Week Board and Student Advisory Board. Kitty also participated in several International Interior Design Association (IIDA) events like Portfolios and Professionals and the Color Couture fashion show. Kitty also took her education off campus for a two-week, hands-on bamboo bike workshop in Greensboro, Alabama, as well as a study abroad trip exploring the design and architecture of Havana, Cuba. After graduation, Kitty hopes to begin her career working for a firm that focuses on hospitality design.

The Hallmark Visitors Centers serves as the face for the billion-dollar company, Hallmark. Headquartered in Kansas City, Mo., Hallmark Cards, Inc. remains a privately-held, family-based corporation after 105 years of business. As a global name, Hallmark is known for being in the business of bringing people together. From greeting cards to Keepsake ornaments, Hallmark has remained a wholesome company dedicated to helping people make emotional connections with friends and family. The Hallmark Visitors Center (HVC) showcases one of the worldâ&#x20AC;&#x2122;s most creative companies in an interactive format. The HVC gives guests a way to explore the Hallmark brand from its history, to its most famous work and its brand extensions, including the Hallmark Channel. However, the HVC wants to increase its foot traffic with millennials. Bloom Communications is defining this target audience as Kansas Citians between the ages of 25 to 35, including millennial parents. Bloom Communications started the campaign process with extensive research. Starting with secondary research, we dug deeper to fully understand the attitudes and products offered within the HVC as it currently stands. We then looked further into the category that the HVC lives in â&#x20AC;&#x201D; Kansas City. By understanding Hallmarkâ&#x20AC;&#x2122;s role in the Kansas City metropolis and other creative attractions in the area, Bloom Communications could better discern gaps in the market for growth. We also analyzed the success and failures of other corporate visitors centers to help spark ideas for the HVC. Finally, we found it critical to understand the target audience beyond the demographics. By digging into the behavioral traits of millennials, we were able to better engage our audience through our tactics, especially with millennial moms. After weeks of secondary research, Bloom Communications still felt questions were unanswered. We conducted four primary research initiatives. First, we visited the HVC to observe guests and ask questions after they visited the exhibits. Then,

Bloom Communications organized a focus group to ask more pin-pointed questions from members of our target audience. We also utilized an online survey to ask broader questions about perceptions and attitudes regarding Hallmark, visitors centers and weekend activities. Finally, we went to First Fridays, a large Kansas City art festival, to speak with millennials in our target audience. Between both our secondary and primary research, Bloom Communications came to one clear key insight that will drive all of our creative and strategic thinking: the HVC brand should reflect the passion, creativity and inspiration that Hallmark represents. At the heart of our challenge is branding. Our creative executions will help the HVC reflect and enhance the Hallmark brand. Through interior design renovations, external marketing endeavors, utilization of social media and digital advertising, the HVC can turn itself into a new brand and a new name: The Hallmark Experience. The Hallmark Experience will be more than just a visitors center, it will be a space where millennials can come and spark creativity. According to our budget analysis, we can estimate the cost of our marketing campaign to total $35,000. This does not reflect some of the internal proposals as well as some miscellaneous costs due to unavailable information. This interactive space will create excitement and engagement in the Kansas City area. The Hallmark Experience will have a whimsical feel, making guests feel inspired to create and connect with family. Guests should feel rejuvenated after engaging with new experiences and innovations, letting creativity take charge. Based on our extensive research, Bloom Communications is confident that our proposal has the perfect marketing mix and internal renovations to significantly increase engagement and build positive perceptions for the brand. With the right touch, the HVC can bloom into The Hallmark Experience.

Situation Analysis

The Client: Hallmark Visitors Center

Guests to the HVC enter through these revolving doors. Source: hallmarkvisitorscenter.com

The Hallmark Visitors Center (HVC) creates a places to learn and interact with the Hallmark brand. The HVC showcases one of the world’s top creative companies while giving inspiration to all of its visitors by demonstrating the innovation that made — and continues to keep — Hallmark as a creative brand.

The HVC displays Hallmark’s creativity and inspiration and acts as the face of the Hallmark brand.

Joyce C. Hall founded Hallmark in Kansas City in 1910, and since then, Hallmark has been an important part of the Kansas City landscape. Founded in 1985, the HVC established its original purpose and mission: “The Hallmark Visitors Center is a corporate facility that maintains and enhances the company’s reputation by providing guests of all ages

with a positive interactive experience highlighting Hallmark’s historical development, corporate beliefs and values, philosophy, strategies, and business priorities while preserving a portion of the company’s history and culture” (Client presentation, 2015). Hallmark built the HVC to tell audiences about the history of Hallmark and grow the relationship Hallmark has with the public. The HVC displays Hallmark’s creativity and inspiration and acts as the face of the Hallmark brand. The HVC features a wide range of exhibits that reveal the history behind many of Hallmark’s innovations. This admission-free opportunity sits in the heart of Kansas City at Crown Center. This attraction currently brings in retirees and young families. The HVC’s objective is to

Situation Analysis

The Client: Hallmark Visitors Center continued

target millennials in their late 20s and early 30s and millennial moms and their children. Bloom Communications found that we can also target younger millennials ranging from 1824. Through this, we also want to increase traffic to the Gold Crown store at Crown Center after visiting the HVC.Figure Two

Hallmark Visitors Center Exhibits and Attractions The HVC is rich in history, and many of its exhibits highlight the historic value of the Hallmark Corporation. The HVC currently has an exhibit highlighting each decadeâ&#x20AC;&#x2122;s history and events since the establishment of Hallmark. The Hallmark Corporation also pioneered the idea of Presidential Christmas cards. This exhibit displays several of the Presidentâ&#x20AC;&#x2122;s Christmas cards that have been used throughout the years. The Keepsake Ornament Collection is one of the more popular displays at the HVC (Client survey results, 2014). This display proudly allows the artists to showcase some of their favorite designs. The most popular exhibit is the Christmas tree exhibit. Based on data collected from a survey in 2014, 74 percent of visitors found this exhibit most exciting (Client survey results, 2014). What started as a gift to J.C. Hall turned into a creative display for the HVC guests. Employees of Hallmark

would create a It is key that the HVC tree for Hall each reaches out to younger year; these trees markets so they can create were designed and their own traditions with given to him until Hallmark. he passed away. The second most-exciting exhibit based on the survey data is the bow machine and press. Seventy-three percent of the visitors said they enjoyed this exhibit (Client survey results, 2014). Other exhibits at the HVC include the Hallmark Hall of Fame, Maxine statue, international exhibit, decorated crown exhibit, crown augmented reality set, Emmy selfie stand, TV area to view commercials, computers to view Hallmark sites and Hallmark Theatre. Additionally, the HVC has one of the largest corporate art collections in the U.S. Currently, Hallmark is seen as a brand geared toward grandparents. While the Hallmark Corporation would like 19

Situation Analysis

Hallmark Visitors Center Exhibits and Attractions continued

Hallmark employees gifted J.C. Hall each year with a unique Christmas tree. Source: champagnewishesandrvdreams.com

to maintain that clientele, they would like to reach out to a wider audience and an audience that can grow with Hallmark as they get older. While the HVC targets those 50-68, it is key that the HVC reaches out to younger markets so they can create their own traditions with Hallmark. Therefore, the HVC has the opportunity to expand to younger markets, specifically millennials. Although the Hallmark Corporation has done well at maintaining its relationship with millennials, the HVC has not 20

mirrored those changes. The HVC attempted to draw in millennials with the use of the technology, including the augmented reality, Emmy selfie area and the presentation of recent Hallmark commercials. More thorough millennial research was conducted and this research is discussed in detail within the millennial experience section of the secondary research report.

Situation Analysis

Current Visitor Analysis The HVC remains a popular attraction for current and potential clients brought in to show Hallmark achievements and current projects. The goal of potential client tours is to portray the rich history of Hallmark, its staying power as a company and any aspect of the brand that could resonate with that particular client. Attendance at the HVC continued in a downward trend for the last few years. This trend parallels the decline of Crown Centerâ&#x20AC;&#x2122;s overall food sales over time, in addition to the lack of legitimately tracking the number of individuals entering the facility (Client Presentation, 2015). However, in 2015 the HVC has seen resurgence in attendance, surpassing its last peak of 126,000 visitors in 2011 by four percent. The majority of the audience for the HVC seen today and in recent years - in addition to the October 2014 survey results - are adults ages 50 and above who have retired or are near retirement. The HVC also feeds off the general Kaleidoscope attendance regularly, which are mostly children in kindergarten through sixth grade. These school groups, in addition to families, are the primary attendees at Kaleidoscope and are often directed into the HVC by employees or inclined at will when a wait time is in effect.

A slight gap The majority of the exists in audience for the HVC seen attendance today and in recent years for those 25 are adults ages 50 and to 35 years above who have retired or of age, in are near retirement. between the young children and older adults who regularly attend the Crown Center attractions. The HVC is a great destination for current fans of the brand, even though it remains in a somewhat discrete location of the Crown Center. Those who are not loyal fans of the Hallmark brand may find it difficult to seek out the HVC to discover all that it has to offer. While many audiences have enjoyed the HVC once going to it, many voiced on tourist sites, such as Yelp, that they had not heard of it or had lived in Kansas City for a long period of time without knowing about the HVC (Yelp, 2015).

Situation Analysis

Target Audience Profile Hallmark tasked Bloom Communications to increase millennial foot traffic at the HVC, specifically late 20s, early 30s and millennial moms and their children. By increasing foot traffic at the exhibit, brand awareness can be increased throughout the region. The millennial generation has become an incredibly popular topic among marketers in the field due to the sheer The millennial generation size and magnitude has become an incredibly of this demographic group (Forbes, 2015). popular topic among

marketers in the field due to the sheer size and magnitude of this demographic group.

Millennials are between the ages 18 to 34, as of 2015, and make up almost one fourth of the U.S. population alone with 77 million people (Pew Research, 2015). Not only are millennials large in size, but they have significant economic strength with an annual buying power of 1.3 trillion dollars in the U.S. Millennials are also a challenge for marketers to engage with because they are unlike any other previous generation; even their ethnic makeup is diverse with 43 percent of them being nonwhite. Not only are millennials ethnically diverse, but they are behaviorally unique. Millennials are digital natives, Technology is an innate part growing up in a of their human experience. digitally savvy world. Technology is an innate part of their human experience. The Internet has also increased media consumption and social 22

sharing. Millennial moms are also an important target for the HVC to reach - approximately one in five moms are millennial moms (Weber Shandwick, 2015). For the HVC, this is a critical audience to tackle since one of the most popular, kid-friendly experiences in Kansas City is right next door: Kaleidoscope. The HVC surveys show that foot traffic increases when parents bring their children to explore Kaleidoscope. Millennial moms fit within the millennial Between the great behavioral companies headquartered traits and will downtown, the startup be within the villages, the eclectic target focus.

districts, the entertainment venues and metropolitan scene, Kansas City has become a haven for millennials.

Kansas City has become a hub for millennials. Several publications, including The New York Times, have reported the growth of millennial movement in Kansas City. Between the great companies headquartered downtown, the startup villages, the eclectic districts, the entertainment venues and metropolitan scene, Kansas City has become a haven for millennials. We detailed the Kansas City millennial lifestyle in the secondary research section below. Now the challenge is to bring those millennials to experience the HVC.

Situation Analysis

Challenges

The Timeline exhibit features both Hallmark history and unrelated history, using a small amount of space for a large amount of information. Source: themuseumprojectkc.wordpress.com

The HVC currently faces several marketing challenges, both internally and externally. Within the HVC, visitors are expected to sift through decades of information with unclear direction and inadequate signage.

The lowest attendance rate Many of the exhibits are behind the times is currently among the or not updated on millennial population.

a regular basis. The HVCâ&#x20AC;&#x2122;s outdated exhibits are not the only challenge. A majority of the exhibits are disjointed, hard-to-read and uninviting to the eye. The exhibits that are wellliked and major attractions for visitors often malfunction, including the bow machine and the virtual crown picture corner. The popular exhibits draw in parents and children, but when they

break down, the visitors are unable to have an interactive experience. Other exhibits are often vacant. The artistâ&#x20AC;&#x2122;s corner is an exhibit created to allow visitors to witness a Hallmark artist creating Hallmark products. With outdated, vacant and cluttered exhibits, visitors leave the HVC without feeling emotional connections to Hallmarkâ&#x20AC;&#x2122;s history. Visitors often said in online reviews online that they have a difficult time feeling inspired by the exhibits, which, in turn, may impact future attendance (Yelp, 2015). In the past few years, the HVC witnessed a downward trend in attendance. The lowest attendance rate is currently among the millennial population. The 23

Situation Analysis

Challenges continued HVC has limited external marketing communications, making it challenging to reach out to and make connections with millennials. Its location and hours of operation may also influence the attendance of millennials.

Call to Action Hallmark Corporation is seen as an asset to Kansas City by its inhabitants, and the purpose of the HVC is to inform visitors about the creativity, inspiration and history behind Hallmark. The HVC can better align with the Hallmark brand as a whole and all of the things the company stands for. Major changes need to be made to attract a younger audience and to display the message of Hallmark at the HVC, as well as The HVC can better align changes need to be with the Hallmark brand made to reach out to a as a whole and all of the larger audience.

things the company stands for. Many millennials

are unfamiliar with how Hallmark and the HVC stand for

creativity and inspiration. Now is the time for a new generation to learn about Hallmarkâ&#x20AC;&#x2122;s mission and all the benefits it has to offer. Younger audiences can create traditions with Hallmark that they can share with older generations, such as their parents and grandparents, as well as younger generations, such as their children. In doing so, the HVC can maintain its positive relationship with its current guests, but also draw in a younger audience. Generating emotional connections with informative and interactive experience will likely inspire those currently unfamiliar with Hallmark to become brand loyalists.

Secondary Research Bloom Communications divided its secondary research over the HVC into several pertinent sections. This research aims to analyze the overall HVC experience through the perspective of millennials ranging from ages 25-35. These sections include Social Media Presence, Website Analysis, Media Research, Analyzing Other Visitors Centers, Market Analysis and The Millennial Experience.

HVC: A Deeper Look The HVC is the face of Hallmark and needs to represent the company’s innovative marketing strategy in its external communications. Below we have taken a deeper look at the materials HVC has available to the public.

Website Analysis

The website has a simplistic, easy-to-follow layout that is visually appealing while incorporating all aspects of the Hallmark brand.

The HVC website has a simplistic, easy-to-follow layout that is visually appealing while incorporating all aspects of the Hallmark brand. The color purple remains the consistent theme with fun accent colors, such as olive, teal and magenta, to highlight important headings, including ABOUT 26

US, WHAT YOU’LL SEE, PLAN YOUR VISIT, WHILE YOU’RE HERE, HOURS OF OPERATION and WE LOOK FORWARD TO MEETING YOU. Each of these headings gives a specific call-toaction or important information about the HVC such as when it is open and what exhibits will be coming and going.

Secondary Research

Website Analysis continued

HVC’s free admission policy is neatly and largely displayed in the top righthand corner of the home page, so those who visit the site will undoubtedly take notice. Contact information, FAQs, a map with directions, as well as a link to the Facebook page and the Hallmark parent brand website are featured on the home page for easy access if sitegoers need more information. While the HVC Facebook page has consistent information with the HVC, the social media for the HVC has few followers and little engagement. The WHAT YOU’LL SEE tab gives a very brief description of each exhibit in the HVC. These exhibit descriptions are informative; however, they do not highlight all of the interactive parts of the HVC, which gives the exhibits a

more passive vibe of things to simply look at rather than actual experiences. This could give off an unfavorable perception of what the HVC has to offer and deter some audience segments from coming. The WHILE YOU’RE HERE tab points out all of the nearby attractions in Crown Center and those in the surrounding Kansas City area. This is also very informative and could be seen as helpful to those visiting the site. However, it could also potentially hinder attendance for the HVC if visitors find other attractions listed as more appealing or interactive.

Secondary Research

Social Media Presence Currently, the HVC is utilizing Facebook as its only social media outlet. The Facebook page is inviting and provides great visual aspects. It provides a map as well as a cover photo that depicts the exterior of the HVC. Unfortunately, this page does not have many followers. The HVC’s Facebook page currently has 358 fans (likes) and nearly 2,000 people have ‘checked in’ to the facility online. Overall, 1,927 people checked into the HVC on the Facebook page. Only 36 people reviewed the HVC; however, 21 of the 36 gave the HVC five stars. Kim Taylor wrote, “Awesome field trip opportunity! Took fifth graders there and loved that we were able to have a session with an illustrator and a writer! Great opportunity for kids to see how their love for writing and/or illustrating can be turned into a career” (The HVC Facebook Page, 2015). Maycille Raab added, “A great place to take the family to see how Hallmark started and to see all the ornaments that have been made over the years. There is something for everyone in the family. We have been there many times over the years, and it’s never the same. The children’s part of it is great for them, too” (The HVC Facebook Page, 2015). The HVC posts on a frequent basis; the page averages one to two posts every two to three days with roughly 15 likes per post. The majority of posts are branded content featuring “Throwback Thursday” pictures and stories, products,

The Hallmark Visitors Center receives higher fan engagement for posts featuring interesting anecdotes such as “This month in history…” Source: facebook.com

movies, along with posts themed as “This day in history…” and other content shared via Hallmark’s main brand page. One post created on Sept. 10 was a post regarding “This day in history...” That particular post has 28 likes, 12 shares and two comments. These, in addition to “Throwback Thursday” posts, are the most popular among fans and generate the most audience interaction through likes, comments and shares. The HVC Facebook page does a great job of promoting other Hallmark entities and focusing on the brand as a whole, but the HVC Facebook does not reach a large audience.

Secondary Research

Media Research

Source: http://www.yelp.com/biz/hallmark-visitors-center-kansas-city Caption: The Hallmark Visitors Center is rated four out of five stars on Yelp based on 21 consumer reviews.

When looking for articles from Kansas City area newspapers and via scholarly databases about the HVC and Hallmark, little could be found. The most recent coverage focuses on Hallmark’s changes in operation. An article published in the Topeka Capital-Journal on Sept. 15, 2015, said Hallmark divided itself into three new entities - Hallmark Greetings, Hallmark Retail and Hallmark Home and Gifts. Previously, these new entities were just known together as Hallmark North America. Don Hall Jr., CEO and board vice chairman, said Hallmark made these changes to help “enable focus, speed, accountability, decisiveness and greater impact in the marketplace (Hallmark announces, 2015).” This change reflects the current goals of

Hallmark and what is driving its current business decisions. When searching for “Hallmark Visitors Center” in the news, few sources could be found. The first mention of the HVC on Google News is an artist identifying that her source of inspiration was the HVC-sponsored workshop as a child, where kids made art out of recycled materials. This implies that this artist visited Kaleidoscope as a child or that the HVC used to sponsor workshops within the HVC when the artist was a young child. Most other mentions of the HVC in the news involve tourism in Kansas City. The HVC is publicized in these

Secondary Research

Media Research lists as a free place tourists can go on their trips to Kansas City. The most notable example is that Time & Leisure magazine wrote an article in April 2015 about why people should visit Kansas City. It states, “The Missouri city likely made the charming top 10 in part for its interesting slice of Americana: the Hallmark empire began here — quaintly, with some postcards being sold out of a shoe box — and you can explore that past at the free Hallmark Visitors Center (Time & Leisure 2015).” This description and synopsis of the magazine article was also published in the Kansas City Star earlier this year. Like the other mentions of the HVC in the news, the HVC is mentioned, but no in depth

analysis is included of what it looks like to visit the HVC. The HVC last received a large amount of media attention for its Mother’s Day display in April 2014. This display showed Mother’s Day cards throughout the century. Reviews of the display can be found in the Kansas City Star, local newspapers and academic journals (Hallmark celebrates 2015). Potential visitors would find the HVC categorized as a “tourist attraction” or a “museum” on the internet. A website that shows reviews, Yelp, lists 21 reviews about the HVC. Most Yelp reviews were positive; guests comment on the creativity, interactivity and history at the HVC.

Source: http://www.yelp.com/biz/hallmark-visitors-center-kansas-city The general consensus of Yelp customers who viewed the Hallmark Visitors Center page expressed positive thoughts about their experiences.

Secondary Research

Kansas City And Its Attractions Huffington Post listed Kansas City as the number one city for people to keep on their radar, stating that “Kansas City is THE place to be.” Many other news sources utilized by millennials are talking about how Kansas City is a hip place for millennials. Buzzfeed recently listed Kansas City, Mo., as the number one city on its list of “29 Cities All Twentysomethings Should Pick Up and Move To.” As of 2014, 470,800 people live in Kansas City, according to the U.S. Census.

Arts Events in Kansas City for Millennials

Warehouse Weekends” Source: bellapatinakc.com

First Fridays According to these articles, one of the main reasons this area is up-andcoming for millennials is that it is continuously growing, and Kansas City provides activities for millennials to stay engaged with their community. One event targeted toward millennials that continues to grow in participants is First Fridays in the Crossroads District of Kansas City. The KC Crossroads website describes this event: “On the First Friday of every month, thousands of residents and visitors fill the

sidewalks of the Crossroads, enjoying what has become the city’s liveliest and most popular recurring event. Arts organizations, galleries, studios, and a wide variety of local businesses feature local, regional and national artists as well as live entertainment from 5 to 9 p.m.” Now, this event regularly has between 10,000-15,000 attendees (First Fridays – Crossroads Arts District, 2015). As a large event in the KC area, this event represents that Kansas City residents value creativity and prioritize experiences that involve art. 31

Secondary Research

Kansas City And Its Attractions continued Arts Events in Kansas City for Millennials Young adults taking part in Third Thursday events. Source: www.nelson-atkins.org/?attachment_id=226

Nelson-Atkins Museum of Art The largest art museum in Kansas City, the Nelson-Atkins Museum of Art prides itself on being “where the power of art engages the spirit of community.” This art museum contains an extensive selection of art - from neoclassical architecture to Asian art. On the third Thursday of every month, the NelsonAtkins Museum hosts an event called Third Thursdays. The website invites people to come to the Nelson-Atkins Museum “for a not-so-quiet night at

the museum. Every third Thursday of the month, Nelson-Atkins provides an opportunity for young adults and the young-at-heart to enjoy great music, eclectic food and drinks, as well as special programs highlighting new artists, local businesses or just whatever sounds exciting and fun.” For the upcoming outdoor event, 3,400 people say they are going on Facebook, and another 1,100 people are invited on Facebook (The Nelson-Atkins Museum of Art, 2015).

Secondary Research

Kansas City And Its Attractions continued Hallmark in Kansas City

A crowned city Source: plmsyearbook1314.wordpress.com/2013/09/19/crown-cente

Crown Center Over five million people visit Crown Center every year. Crown Center is home to the HVC, along with Hallmark’s international headquarters, office and shopping space, two Over five million people visit hotels - the Westin Crown Center every year Kansas City and the

Sheraton Kansas City - and residential communities. The Crown Center area was completely undeveloped before Hallmark founder, Joyce C. Hall, and his son, Hallmark chairman Donald J. Hall founded this complex (Crown Center, 2015).

Halls Located in Crown Center, Halls is a “contemporary, high-energy retail shopping experience,” featuring fashion, accessories, cosmetic lines, gifts and home and garden accessories. Joyce C. Hall developed this store in 1916 to “always be first with the best in Kansas City” (Crown Center, 2015).

Secondary Research

Kansas City And Its Attractions continued Hallmark in Kansas City

Source: www.crowncenter.com/Resource_/PhotoLibrary/25/4childrenpuzzle.jpg

Kaleidoscope Kaleidoscope, also located within Crown Center, is an opportunity for children to exercise their creativity. Here, children can make crafts, made from Hallmarks recycled materials (Crown Center, 2015). HMK This store is a new Hallmark experience that helps consumers to create gifts, cards and accessories. This includes custom printing, silhouettes, monograms and messages and gift wrapping. This store is located at the Country Club Plaza (HMK Stores).

Secondary Research

Kansas City And Its Attractions continued Other Attractions for Millennials in Kansas City Other draws to the Kansas City area include Union Station, the Country Club Plaza and the National World War I Museum. Union Station “features exhibits, movies, restaurants and a science center in a historic train station” (Union Station Kansas City). The Country Club Plaza includes a variety of stores, including HMK, and restaurants.

Finally, the National World War I Museum in Kansas City located at the Liberty Memorial, commemorates this war and “is dedicated to remembering, interpreting and understanding the Great War and its enduring impact on the global community” (About the National World War I Museum and Memorial, 2015).

The Millennial Experience Bloom Communications has sought to target millennials ranging from age 2535. The term “millennials” covers a vast range of demographics and behavioral differences; the way a 33-year-old mother

spends her time is incredibly different from the way a 21-year-old college senior spends his time. However, some innate generational behavioral traits are woven throughout this large group.

Digital Natives The Internet was invented and began growing in popularity in the early 1980s, just as the millennial generation was born. Since this group has grown up with technology, millennials digital competence is much stronger than that of previous generations. With this increased use of digital mediums, media consumption and social media usage increased dramatically with the millennial generation.

“Sleep with Phone” Source: Taylor 2014 Caption: Continuous media engagement among millennials creates new challenges for marketers.

The average millennial spends 18 hours a day consuming media, and it does not stop there. Four out of five millennials sleep with their phones. This trend of continuous engagement has forced marketers to target millennials through digital 35

Secondary Research

The Millennial Experience continued Digital Natives and mobile media. The traditional ways of advertising are almost lost on millennials (Taylor 2014). Social media has also become a way of life for millennials. The average millennial uses 3.7 out of seven social networks, and 71 percent will check social media at least once per day (Pew Research Center 2015). Social media is seen as a critical way to document life. To an extreme extent, if a photo is not posted on social media, it is almost like the event did not happen. This need to share and stay connected with friends and brands is an innate need for millennials, according to Weber Shandwick. More importantly, millennials are sharing life events and experiences on social media. Millennials value live experiences more so than tangible items.

Experiential Marketing An experience is important to millennials when adopting loyalty to a brand. To millennials, the experience is more important than the product itself. The experience economy is king with this generation. Seventy-eight percent of millennials would choose to spend money on an experience rather than a tangible item. Not only are they spending money on experiences, but 77 percent To millennials, the say the best memories they experience is more have come from an event or important than the live experience they attended. These events and experiences product itself. can be anything from a food festival, to a concert, to an art show, to a museum visit. This speaks magnitudes for the HVC. As a mix between a museum, an art gallery and a brand experience in the heart of Kansas City, the millennial 36

generation will engage with the brand if they feel it is an experience worth talking about and especially worth sharing on social media. Hallmark as a brand already started to move in the right direction to highlight experiential marketing. During New York Fashion Week 2015, for example, Hallmark set up a pop-up store for â&#x20AC;&#x153;Hallmark Signature.â&#x20AC;? This store highlights the unique style of cards and trends. With some fresh exhibits and new marketing strategies that align with Hallmarkâ&#x20AC;&#x2122;s new experiential innovations, the HVC can become a millennial hotspot in Kansas City.

Secondary Research

The Millennial Experience continued Millennial Moms Millennial moms will also be a critical piece to this targeting puzzle. Although this group lives an incredibly different lifestyle than the typical millennial, millennial moms still share those key behavioral traits. Millennial moms spend 17.4 hours per week on social sites, and, more importantly, 74 percent of those surveyed said friends in their online network regularly seek their opinions on purchasing decisions (Weber Shandwick 2015). The average millennial mom does not “spend time clipping coupons or check[ing] the local ads...she’s on Facebook. She reads blogs. She’s glued to her mobile devices” (Keefer 2012). This group also paves the way for a more modern family portrait in the U.S. No longer are American families composed of a working father, stay-at-home mother and two children. Seventy-one percent of modern moms work outside the home. These moms are looking for ways to experience Kansas City like every other

experience-enthused millennial, but in a kid-friendly environment. Since Kaleidoscope is already driving traffic for children, 74% of millennial moms millennial said friends in their online moms’ children network regularly seek their will become a secondary opinions on purchasing audience for the decisions. HVC. HVC can provide that balance to this new wave of motherhood.

of millenials would choose to spend money on an experience rather than a tangible item.

According to entrepreneur.com and the Pew Research Center, millennials value experiences more than tangibles. Source: entrepreneur.com

Secondary Research

Analyzing Other Visitors Centers continued Several companies have their own visitors centers in their headquartersâ&#x20AC;&#x2122; cities. We can learn from these visitors centers and apply innovations and strategies to help build the HVC.

World of Coca-Cola

The World of Coca Cola is a place where visitors can enjoy the past, present and future of Coca Cola Source: http://lawrenceville.macaronikid.com/

The Coca-Cola visitors center is located in Atlanta. The visitor experience at the Coca-Cola visitors center is marketed as a dynamic, homegrown American adventure, where families can come together and share a piece of happiness. The Coca-Cola Visitors Center is an interactive hands-on experience. It is diverse and documents the Coca-Cola history in a modern way. These are all areas in which the HVC could improve (Explore Inside, 2015). People who visit the HVC wrote reviews about how it is entertaining and fun place to visit with family and friends (Yelp).

The Coca-Cola visitors center is called World of Coca-Cola. The HVC however, goes by its literal description, which could sound basic or uninviting to visitors

seeking an enjoyable experience. The name World of Coca-Cola highlights the history and diversity that Coca-Cola has represented around the globe for generations (Explore Inside, 2015). World of Coca-Colaâ&#x20AC;&#x2122;s website takes on the concept that less is more. The website follows a minimalist style, which looks clean cut and easy-to-read. The graphics and font are well-suited for each other. The website, as a whole, is in an easy-to-navigate design and features pictures, videos and coordinating color schemes. Links to other social media sites are prominent on every page of the website and information for visits is clearly listed for future visitors to follow. These are all things from which the HVC could benefit.

Secondary Research

Analyzing Other Visitors Centers continued Everything about World of Coca-Cola is up-to-date, easy-to-follow and exciting to potential visitors. All of these components are important to attracting an audience like millennials, who are technologically savvy and interested in entertaining experiences (Explore Inside, 2015).

Hershey’s Chocolate World Hershey’s visitors center is located in Hershey, Penn. and is marketed as a fun, family attraction that displays the love for chocolate, creativity and family of the Hershey company. While the Hershey visitors center is much larger than the HVC, many of the things Hershey does can be noted as ways to improve the HVC. One notable thing is Hershey’s visitors center does not go by that name; it goes by Hershey’s Chocolate World. This name makes the experience seem more fun and less like a museum for visitors. The Hershey’s Chocolate World website immediately makes a viewer want to visit there. Instead of pictures at the front of the website, it has videos of children and families enjoying their experiences at Hershey’s Chocolate World. If you scroll down, there is a colorful map showing all of the different attractions. When you click on an attraction, it gives a short description of what it is, if it is free or costs money,

how long that attraction will take, and it gives you an option to start planning your trip. This site is easy and interactive, and it gets the viewer excited to visit the location. While the HVC does not have as many attractions that take a long amount of time, implementing ways families can plan their trips to the HVC could be beneficial. By having longer descriptions on its website and more interactive materials, audiences will be drawn in more to visit the HVC.

Visitors are excited to go to Hershey’s Chocolate World and see every element is geared towards chocolate. Source: garygoddard.com

Secondary Research

Conclusion of Secondary Research Ultimately, the situational analysis and secondary research emphasizes to Bloom Communications the next steps to take in order to overcome the challenges that the HVC faces and increase millennial traffic at the HVC. It is necessary to utilize social media outlets to engage with this demographic since it occupies a significant amount

of their attention. Social media is the primary source millennials use to research events. Millennials prioritize interactive experiences and social media, giving the HVC an opportunity to seize these unique artistic characteristics of the generation to add the HVC as a primary tourist attraction in the Kansas City area.

Primary Research After completing secondary research, Bloom Communications decided to reach out to millennials to see what they would be looking for at the HVC and what their impressions were of the HVC. This qualitative data helped us to understand the HVC’s branding problem on a more in-depth level. Bloom Communications visited the HVC on two different occasions to interview guests on their impressions of the HVC, providing qualitative data to help us understand the HVC’s branding on a more in-depth level. Bloom Communications also conducted a focus group consisting of men and women ages 25 to 35, compiling both single individuals and parents. We asked their opinions about the HVC and what they enjoy doing in the Kansas City metropolitan area. Bloom Communications also went to First Fridays in the Crossroads District to talk to young millennials and learn more about what they do for entertainment. Finally, Bloom Communications also used conducted survey research to hear from a large audience of millennials ages 25 to 35 in the Kansas City area.

Visiting the HVC Bloom Communications started primary research by visiting the HVC on Friday, Sept. 25 and Saturday, Sept. 26. Bloom Communications strategically chose a day during the week and a day during the weekend to compare and observe the number of people within our target audience who visit the HVC during different times. During our visits, we spent approximately 30 minutes observing the guests at the HVC and 30 minutes talking with guests as they exited the exhibit. Few of the visitors we observed during this time were within our target audience age range. However, these viewpoints remain relevant since Hallmark’s mission is to create connections among all generations and because this provides further insight to millennial More signage and guidance preferences in terms would help guests easily of attending facilities find their way through the similar to the HVC.

HVC and properly interact with all the available experiences. 42

On Friday, approximately 14

guests came through the HVC during our hour-long visit. Most of the guests were couples over the age of 50. Through our observation, we noticed the flow of the HVC confused some visitors. For example, one couple completely skipped the Christmas tree exhibit because the couple did not notice the exhibit’s layout, moving right to the Hallmark Channel movie display instead. Another couple skipped the television commercials and computers on the back wall, but spent ample time exploring the Kansas City model. Also, the overall audio experience was distracting for several guests. One male visitor commented, “I can’t hear anything over all the different music going on in here.” The overlapping sounds did not aid the flow of the exhibits. Several of the exhibits simply did not have enough signage to aid guests. For example, the Emmy photo opportunity was misunderstood as a female visitor said, “They don’t have that protected very well. Why do they have it just sitting out like that?” More signage

Primary Research

Visiting the HVC continued

Loraine Tartt Mother from Arkansas with a passion for the Hallmark brand.

I was sick a lot as a child, so every once in awhile, I’d get a card, and it would mean the world to me. I mean, it really did. So now, I send cards constantly to people because it meant a lot to me. People have told other people, and it has come back to me that they really appreciate the cards. It’s a lost art. I’m worried it’s going to go away with all this [technology]. It’s important. It’s the only way to really connect to people. I love it.

and guidance would help guests easily find their way through the HVC and properly interact with all the available experiences.

we met Loraine, she was thrilled to be at the HVC. She was genuine and sincere in her passion for the brand. Loraine told us stories about her childhood and how Hallmark has been a part of her life:

During the visit on Friday, we conducted interviews with two groups. The first couple was a man and woman over the age of 50 and visiting Kansas City from Iowa. They came to Kansas City to visit friends and heard about the HVC through word-of-mouth at their local church. The female visitor was interested in the brand and wanted to learn more about Hallmark’s history. The couple spent approximately one hour in the HVC.

“I was sick a lot as a child, so every once in awhile, I’d get a card, and it would mean the world to me. I mean, it really did. So now, I send cards constantly to people because it meant a lot to me. People have told other people, and it has come back to me that they really appreciate the cards. It’s a lost art. I’m worried it’s going to go away with all this [technology]. It’s important. It’s the only way to really connect to people. I love it.”

The second group we talked to was a family from Arkansas. The mother, Loraine Tartt, is the epitome of a truly passionate Hallmark brand fan. When

Loraine was also with her 32-year-old son Seth. He said, “I know how much the cards mean to her, and I wanted to come see this with her.” He said this was

Primary Research

Visiting the HVC continued a great way for him and his mother to do something together and create new memories. The HVC was able to help bridge the generational gap and bring the family together in a unique way. Both Seth and Loraine felt the HVC was a great experience, especially because of the strong family connection. Loraine commented that her favorite exhibit was the Christmas tree exhibit and she enjoyed the movie at the end of the tour. When representatives from Bloom Communications arrived at the HVC on Saturday, Sept. 26 at 3:00 p.m., the center had no guests. Throughout the course of the next hour, around 20 guests wandered through the HVC. Except for one couple staying for over an hour, most groups of people stayed for around 30 minutes. Groups with young

children stayed for shorter amounts of time. Similarly to Friday, many groups got confused by the layout of the HVC, particularly at the intersection featuring the Christmas trees and the Hallmark Channel exhibits. We noticed visitors within our target audience of millennials ages 25 to 35 visited the HVC on Saturday. Bloom Communications talked with one young mother, Jessica, who had two young children. She said her favorite exhibits were the bow machine, the Christmas trees and the ornaments, as these displays were the ones that her children enjoyed the most. She said she liked displays that made her children happy. These displays are consistently the favorites among the guests surveyed.

Focus Group On Tuesday, Sept. 29, Bloom Communications conducted a focus group with 10 participants. This focus group informed Bloom Communications what millennials like to do in the Kansas City area, their current perceptions of Hallmark and the HVC and what they would like to see at the HVC. The focus group began at 7:30 p.m. and concluded at 8:30 p.m. Bloom Communications recruited participants via personal networking and social 44

media. The process focused heavily on finding participants between the ages of 25 to 35. Most participants were in this age range; however, two were within our age range of 18-24, one of our secondary audiences. Additionally, we sought to find both male and female participants and a mix of single people and parents. Detailed demographic descriptions of the participants are listed below. All participants said we could publish their

Primary Research

Focus Group continued names and demographic information for the purposes of this campaign. All six members of Bloom Communications attended the focus group. Five members took notes on body language and participants comments and one member moderated. Bloom Communications recorded the focus group, and the recording is available for review beyond this report. The questions posed to the participants

Name

Age

Latisha

focused on six areas of interest including: perceptions of Hallmark and the HVC, the Kansas City area, visiting the HVC, HVC slideshow tour, drawing crowds to the HVC and millennialsâ&#x20AC;&#x2122; use of social media. While Bloom Communications sought to answer questions about these topics, we also allowed a natural conversation between participants to occur. This provided us with useful information and also helped us see issues we may not have been aware of prior to the focus group.

Gender

City

Race

Status

Olathe

African American/White

Full time Professional

Sabrina

Olathe

White

Full time Professional

Dustin

Olathe

White

Full time Professional

Micala 22 F Olathe White Full time Professional & Student Angie

Samantha

Sabrina

Olathe

White

Full time Professional

Olathe

White

Full time Professional

Olathe

White

Parent

Paul

Olathe

African American

Amanda

Olathe

White

Full time Professional

Brandon 29 M Overland African American Park

Full time Professional

Primary Research

Focus Group continued Perceptions of Hallmark and the HVC We began by asking if participants had heard of the HVC. Many of them responded they had not. A few asked if it was Kaleidoscope. Two people had heard of the HVC and had visited previously. Perceptions of Hallmark and how it fits into the Kansas City landscape was the first area of interest for Bloom Communications. When we asked the participants, they provided It’s part of what makes several responses. One us, us. participant said, “It’s part

of what makes It is important to have us, us.” Another big name companies in participant our metro to compete followed with, with other metropolitan “It is important areas. to have big name companies in our metro to compete with other metropolitan areas.” Throughout the discussion on this topic, several participants knew someone who was associated with the Hallmark Corporation.

The Kansas City Area We wanted to see what areas of Kansas City the participants visited. When asked if they had been to Crown Center, all of the participants said they had been. “We used to splash in the fountains; we can’t do that anymore,” said one participant. Other participants agreed with her statement. It was determined through this conversation that the majority of the participants were interested in kid-friendly activities. “We like to do kids stuff: Fritz’s, Legoland, the aquarium, They are going to touch Kaleidoscope, it anyway, might as well exhibits and the make is something they Coterie Theatre.” We can touch. Angie, Focus Group then asked, “What

is most important when considering an activity downtown to bring your kids to?” They responded that parking, price and interest are the most important features they look at before deciding to make the trek downtown with kids. One participant said she would be more willing to take her children to an interactive exhibit stating, “They are going to touch it anyway, might as well make is something they can touch.” Four participants did not have children. They are in our target audience and had an interesting perspective. We asked them what would make them want to go and do something different. One

Primary Research

Focus Group continued

Focus Group: Amanda Amanda is a millennial interested in interactive entertainment.

Entertainment. I think we translate as adults, just like kids. For instance, I love to go to the Nelson, but if the Nelson said they were going to have a more interactive exhibit, I’m going to probably change my schedule to do it.

participant said, “Entertainment. I think we translate as adults, just like kids. For instance, I love to go to the Nelson, but if the Nelson said they were going to have a more interactive exhibit, I’m going to probably change my schedule to do it.” Another participant mentioned that parking safety was an important factor in her decision: “For both kids and adults, safety is important. You want to be sure that your car is going to be okay.”

When the moderator asked participants what kinds of attractions they enjoy in a new city, the participants discussed that they prefer to see something unique and local. They also shared that they enjoy parks, lakes, hiking and shopping. Additionally, they talked about how they would often visit particular attractions based on what they hear via word-ofmouth social media and in-person interactions as well as asking locals.

Primary Research

Focus Group continued Visiting the HVC

The current name “Hallmark Visitors Center” could be prohibiting guests from coming. Source: www.hallmarkvisitorscenter.com/Plan-Your-Visit/Get-Started

Bloom Communications proceeded to ask participants if they had gone to any other visitors centers. One participant said, “When Olathe had its visitors center, all it had was a bunch of pamphlets. I think that is the only one I visited.” Another respondent said, “I don’t even know what a visitors center looks like. I hear ‘visitors center’ and I think pamphlets. You walk in, and it’s information.” The moderator followed with “So the name could skew your perception?” The participants were in agreement. “Absolutely. I would think it would be more information. That’s what I envision. When I’m driving [across the

Midwest], I pass visitors centers and you stop and get pamphlets. I’m not going there. I’ll just Google it and get what I need.” We asked participants, “What comes to mind when you hear Hallmark Visitors Center?” The participants had varying responses. Some even had questions for the moderator. One participant said, “You get to make a bow.” Another said, “A big question mark.” When asked to elaborate, they explained they had no idea what the HVC was prior to coming to the focus group.

Primary Research

Focus Group continued HVC Slideshow Tour Following that question, we presented the participants with a slideshow of the HVC. We then wanted to hear their thoughts and feelings regarding those pictures. The participants, both with and without children, had many suggestions and opinions: “I probably wouldn’t go.” “Maybe if I could get five bows, I would go.” “It might be something I would tack on to another activity, but I’m not going downtown for that.” “I think it would be interesting if the artists were actually there.”

Drawing Crowds to the HVC This prompted us to ask questions about what would draw new guests to the HVC. We asked how they would feel if it were more interactive. The participants suggested that they would like to create a card, take it home and become a Hallmark artist. Another suggestion was to create a “Kaleidoscope for Adults” experience, where adults can make their own Christmas cards for purchase. We also asked about the aesthetics of the HVC. They said that it was clean, dark and simple, reminding them of an office or hotel. One participant said after seeing a virtual tour of the HVC via PowerPoint, “I would think with Hallmark being more artsy, [the HVC] would be more I would think with interesting.”

Hallmark being more artsy, [the HVC] would be more interesting.

When we asked the participants what they might do differently, they had a

few general ideas for improvement. Although participants did not view the the movie featured at the end of the tour, after given a description of the content and the duration of the video, the group agreed that the video should be broken up into smaller clips and played throughout the HVC so guests could learn as they walked through. The participants also mentioned they would be more inclined to go if they could go and create something, which echoes the “Kaleidoscope for Adults” quote mentioned above. They also suggested a “Girls Night Out” would be a fun event for the HVC. This event could change by season where guests could make ornaments, design and print cards, build Halloween decorations, decorate pottery or create Valentine’s decorations. The participants were aware that the HVC has free admission, but suggested that they would be willing to pay between $30 and $40 to participate in a creative 49

Primary Research

Focus Group continued Drawing Crowds to the HVC

Many of our focus group members want to have an experience similar to what Kaleidoscope offers for children. Source: www.creatingreallyawesomefreethings.com/wp-content/uploads/2012/05/0061.jpg

and interactive experience at the HVC. Participants explained they wanted to do something interactive and have that hands-on experience. Creating something tangible to take home would remind them of their experience. Creating memories is what Hallmark is all about.

Primary Research

Focus Group continued Millennials’ Use of Social Media

Legoland is big. Crayola is big. Kaleidoscope is known. How can we make [the HVC] more of an attraction, something we can touch? Focus Group: Samantha Samantha is a millennial mom that wants to have an interactive experience with her kids.

Bloom Communications wanted to learn more about how millennials are using social media as well. We asked, “What social media outlets do you use more frequently? What brands do you follow and how do you follow them? What kind of content do you like to see?” The participants mentioned Instagram, Twitter and Facebook. One participant was enthusiastic about Snapchat as well. “Snapchat — if there was a Hallmark Snapchat I would probably watch it.” This became a general consensus that the HVC Snapchat would be useful. Participants also discussed Pinterest. “I’m into decorating, and I think Hallmark has decorative stuff. I think companies get you into stuff by showing

you what you can do with it.” We concluded the focus group by asking the participants one final question, “Is there anything else that you think would be beneficial — your feelings, thoughts on Hallmark, the HVC, anything else?” The participants responded with the following: “I would like to see it be successful because it is such an iconic Kansas City company.” “Legoland is big. Crayola is big. Kaleidoscope is known. How can we make [the HVC] more of an attraction, something we can touch?”

Primary Research

First Friday Summary Bloom Communications decided visiting First Fridays and interviewing people within the target audience who also have an affinity for art and the Kansas City area would provide key insights into how we could better attract this audience to the HVC. A representative from Bloom Communications visited First Fridays in the Kansas City Crossroads District on Friday, Oct. 2. The goal of this visit was to gain further insight into the

perceptions and recognition of the HVC in the minds of those between the ages of 25-35 who are interested in being in Kansas City and seeing displays of art. Overall, Bloom Communication talked with seven individuals who were visiting First Fridays, and their information is detailed below. All individuals said Bloom Communications could publish the following information for the purposes of this study.

Name Age Gender Dependents City Race Profession Sydney 26 Female Yes Leeâ&#x20AC;&#x2122;s African American/ Parent/Legal Summit White Gaurdian Robert 24 Male No Kansas City, White Full time Missouri Professional Katie 24 Female No Leawood White Full time Professional Joshua 32 Male No Kansas City, White Full time Kansas Professional Tina 29 Female No Kansas City, White Student Kansas Allyson 27 Female No Denver, White Full time Colorado Professional Craig 28 Male No Kansas City, White Full time Missouri Professional

Primary Research

First Friday Summary continued Thousands go to First Fridays to celebrate art and culture in Kansas City. Source: kccrossroads.org

Sydney When asked if Sydney had heard of the HVC, she originally claimed she had not. However, when a friend visiting First Fridays with her reminded her that she had heard of the HVC, Sydney recalled that she had actually visited there in the past. Sydney said her experience was not memorable; she said she believes it was forgettable because of all of the other options for things to do in the Crown Center area. She said she would be most compelled to visit the HVC again if it offered alcohol or coupons, such as coupons for other Hallmark entities like Halls or HMK.

Robert and Katie This couple recently moved to the Kansas City area, and we talked to them on their first visit to a First Fridays event. While the couple had not heard of the HVC, they were aware of the Hallmark brand, and the names Hallmark and the HVC cause them to think of greeting cards. Robert and Katie said they would be most likely to hear of places to visit like the HVC through Facebook, especially through shares by their Facebook friends. The hours that

the HVC is open is conducive to their schedule, as they would be most likely to visit on a Saturday afternoon. However, after being given information on the types of exhibits available in the HVC, the couple didnâ&#x20AC;&#x2122;t think they would take the time to visit the center. They said they would be more compelled to visit if the HVC offered special Christmas events, especially since that is the season they most associate with card giving. 53

Primary Research

First Friday Summary continued Joshua and Tina While Tina had previously visited the HVC, Joshua had not been to the HVC. Joshua explained that he had not visited because he had never had a compelling reason to visit. However, when Tina talked about her experience visiting the HVC four years ago, she said she had a very pleasant experience. Overall, she was very impressed with the center and enjoyed the interactive exhibits the most while she was there. The specific events she could recall from her visit

were making cards throughout the center and the bow-making machine at the end of the tour. She visited the HVC because she was taking some children to Kaleidoscope, and the group had some free time while they were waiting. She said she would go back and visit the HVC again. Together, the couple said they would be most likely to visit the HVC on a Saturday, and that the current hours of the center are conducive to their schedules.

Allyson and Craig Both Allyson and Craig had not heard of the HVC. Allyson was in town visiting for the weekend from Denver, Col., while Craig is a resident of Kansas City. When thinking of Hallmark, both see it as an expensive and outdated brand. With that association to Hallmark, both said, without any other knowledge of the HVC, they would think of it as an expensive place to visit and that it is

primarily a visitors center for Hallmarkâ&#x20AC;&#x2122;s corporate offices. Both said it would not be a place they would want to visit. However, they said they would be most likely to hear about events happening at the HVC through Facebook, and they would be compelled to visit if they saw invitations of free food or theme night events.

Primary Research

First Friday Summary continued Findings of First Fridays Overall, a majority of people had not heard of the HVC. Those who had previously visited the center had a wide variety of experiences, from being impressed with the center to forgetting their experience there completely. Based on this research, Bloom Communications can see that people within the target audience are most likely to see and be compelled to visit the HVC through Facebook. If people just hear the name â&#x20AC;&#x153;Hallmark

Visitors Center,â&#x20AC;? most do not feel a desire to visit the center, associating it with an outdated image. While the hours of the HVC fit very nicely into the times that most people would like to be there, interviewees all mentioned the idea of having special nights at the HVC, similar to their experiences at First Fridays. Ultimately, these interviewees suggested that they would like to see more special events when they visit the HVC.

Class Survey Results Note: All graphs pictured feature numbers indicating the percentage of all survey respondents ages 24-35. Percentages do not equal 100 because millennial respondents were asked to mark all answers listed that apply. Bloom Communications researched the preferences and tendencies of

millennials ages 25 to 35. We focused on the class survey data gathered specifically from this demographic. The sample size for this demographic included 91 respondents out of the entire survey population, which had a total of 432 respondents. This crucial millennial demographic made up 21 percent of all class survey respondents.

Primary Research

Class Survey Results

continued

Millennials and Their Free Time The majority of this group (82 percent) enjoys spending their weekends with friends and family. These millennials indicated they seek out experiences that offer fun (58 percent), enjoyable (51 percent) and unique (41 percent) opportunities when asked what they are looking for in tourist attractions. When asked what feelings they associate with museums, exhibits and art galleries, respondents said they want experiences to be informative (68 percent), creative (49 percent) and inspiring (42 percent). Most millennial respondents said they would most likely visit a museum, exhibit or art gallery at least once a year. Saturday received an overwhelming response rate of 86 percent as the most DIVERSE 11% conducive day ENERGETIC 12% in this target audience’s HAPPY 13% schedule to INFORMATIVE 19% visit INSPIRING

30%

RELAXING

30%

ENGAGING

35%

UNIQUE ENJOYABLE FUN The majority of millennials surveyed expressed they seek tourist attractions that offer a fun, enjoyable and unique experience. Source: Dr. Chen’s 2015 Campaigns Class Survey Results

a museum, 52% SUNDAY exhibit or art gallery. 4% MONDAY The majority of these 90 3% TUESDAY responses 6% WEDNESDAY indicated that this group is 7% THURSDAY most available to visit such 26% FRIDAY places during early afternoon 86% SATURDAY hours between Millennial class survey respondents pointed out they 1pm and 3pm would most likely visit a museum, exhibit or art gallery on Fridays or weekends.Source: Dr. Chen’s 2015 (61 percent). To Campaigns Class Survey Results keep visitors engaged, respondents preferred exhibits 86% to be changed out over time and offer unique and interactive experiences. Without this, respondents emphasized that they would not be likely to visit such a destination or feel a need to revisit in the future. This idea of interactivity was also brought up in our focus group.

41% 51% 58%

Primary Research

Class Survey Results

continued

Traveling with Millennials SIGNIFICANT OTHER

FRIENDS

52%

PARENTS

CHILDREN

35%

27%

RELATIVES

OTHER

23%

The 25 percent of millennials within our target audience who have children (13 of 52 question respondents) recorded that they are more likely to visit a museum, exhibit or art gallery if it is kid-friendly with entertaining and hands-on displays. Several of these millennials with children highlighted that they look for opportunities that are both fun and educational for the whole family.

67%

When asked who this group of millennials would bring with them to Crown Center, 35 of the 52 responses (67 percent) indicated that they would bring their significant other followed by their friends (52 percent) and parents (35 percent).

Most millennial class survey respondents indicated they would most likely travel to Crown Center in Kansas City with their significant other, friends or parents. Source: Dr. Chen’s 2015 Campaigns Class Survey

The HVC When asked what words millennials most associate with Hallmark’s brand, a majority of the 88 respondents named ‘cards,’ ‘family,’ ‘expensive,’ ‘holidays,’ ‘feelings,’ and ‘investment.’ All these associations have positive connotations of the Hallmark brand. However, the majority (76 percent) of millennial survey respondents (69 out of 91) recorded that they had never heard of the HVC. Of the remaining 24 percent (22 respondents) who said they had previously heard of the HVC, most respondents (55 percent) said

they had found out about the facility while visiting Crown Center for other purposes. Others said they had heard of the HVC through friends or relatives (32 percent) and/or while visiting Hallmark (27 percent). Of these respondents who said they had previously visited the HVC, 10 (91 percent) said that they were somewhat satisfied with their experience. Only one of these respondents mentioned that they were very satisfied. However, no respondents reported being completely unsatisfied with their experience at the HVC.

Primary Research

Class Survey Results

continued

Where Millennials Get Their Information

When asked to indicate the most attractive media platforms for learning about new tourist attractions and activities, 86 percent of these millennials marked social media as their preference, with websites including online reviews and recommendations TUMBLR 3% as a close second (77 percent). Facebook was BLOG 5% overwhelmingly the most VINE 7% popular social media platform utilized by 91 YELP 16% percent of this group of millennials to GOOGLE PLUS 18% communicate and follow brands. SNAPCHAT 24% LINKEDIN PINTEREST TWITTER FACEBOOK

25% 40% 43%

Throughout the survey, Bloom Communications found that millennials look for

91%

The class survey results determined Facebook was the media outlet most utilized among millennials to communicate with and follow brands. Source: Dr. Chenâ&#x20AC;&#x2122;s 2015 Campaigns Class Survey Results

TUMBLR

BLOGS

YOUTUBE

12% PAMPHLETS

When asked to list all of the places this group of millennials receives information regarding tourist attractions, activities, and/or destinations, 80 percent marked Google search (73 of the 91 respondents). Others said they find this information from friends and family (74 percent) and/or via word-of-mouth communication (73 percent).

Millennials and Social Media

13%

20%

TWITTER

29% 37% 57%

INSTAGRAM

TOURISM WEBSITE ONLINE REVIEWS

73%

WORD-OF-MOUTH

74%

FRIENDS/FAMILY

Google search, family members and word-of-mouth recommendations are the main sources millennial survey respondents confirmed they use to find information about tourist attractions and other activities. Source: Dr. Chenâ&#x20AC;&#x2122;s 2015 Campaigns Class Survey Results

interactive and unique experiences. They also appreciate kid-friendly environments and places where they can bring friends and family. Bloom Communications discovered that this group of millennials tends to seek information about local attractions and activities via the internet, including company websites and social media. They value the opinions of fellow colleagues, friends and family, many of which share this information on their social media. Due to the class survey results, along with other millennial research, Facebook would continue to be the most beneficial social media platform for the HVC to utilize when reaching out to millennials within this target audience.

Primary Research

Key Findings In summary, our results provide a key insight that will drive our creative and strategic thinking: the HVC brand could better reflect the passion, creativity and inspiration that Hallmark represents. Our target audience thought Hallmark represents cards, connection, emotion, creativity, inspiration and family. Respondents in our primary research, however, could not make the connection between Hallmark and the HVC. Several respondents did not recognize the HVC name or brand and were confused by its image. As such a beloved brand in the area, Hallmark needs to be presented through the messaging at the HVC. Moreover, several ideas were repeated throughout our entire research process. For example, the name of the HVC is a confusing brand message. In our focus group and man-on-the-street interviews, respondents said that “visitors center” reminds them of a plain building full of pamphlets and tourist maps. A name change needs to reflect the Hallmark spirit and In our focus group and man-on-the-street tenacity.

interviews, respondents Another major said that “visitors center” reminds them problem was the lack of a plain building full of of interactivity within pamphlets and tourist the HVC. When we explained the HVC to maps.

to the HVC, the For the majority of experience was not those who have memorable enough been to the HVC, the to bring them back. experience was not Millennials are memorable enough to looking for unique bring them back. events to attend or an experience that appeals to the child in people of any age, as well as something tangible to take home. Hallmark is a brand full of artists and creative thinkers. As a family brand with a rich history built on family roots and tradition, the HVC needs to implement this culture of family, collaboration and interactivity to bring friends and family together. Hallmark cards can bring joy and connect across family and friends; HVC needs to have the same effect. Bloom Communications wants to bring inspiration and creativity back to the HVC. Now we would like to improve the HVC brand to reflect the success and quality of Hallmar Combining the most important aspects of these findings with an analysis of Hallmark’s internal strengths and weaknesses, as well as external opportunities and threats, will allow the HVC to make proper improvements to better appeal to millennials ages 25-35.

respondents, most did not have any interest in visiting. For the majority of those who have been

SWOT Analysis Bloom Communications compiled a SWOT analysis identifying the strengths, weaknesses, opportunities and threats surrounding the Hallmark Visitors Center (HVC). This analysis incorporates the data and information from our secondary and primary research endeavors. The strengths identify internally positive factors, while the weaknesses identify internally negative factors about the HVC and its perceptions. The opportunities identify the externally positive factors, while the threats identify externally negative factors that have the potential to affect the HVC. This analysis shows how Bloom Communications moves from the research stage to the planning phase of the campaign process.

Strengths

Weaknesses

The HVC provides a central location for the curation of all things Hallmark from the history, to the craftsmanship, to the passion for creativity.

The HVC interior was created in the 1980s and still feels outdated while only seeming to appeal to its current primary audience of adults over 50-years-old who have retired or are near retirement.

With Hallmark playing such an integral role in the Kansas City landscape, the HVC provides a fun, kid-friendly experience for locals and visitors alike.

People often associate “visitors center” with a place that gives pamphlets of information, not a hands-on experience.

The HVC is the face of the Hallmark brand, helping to tell the untold stories of Hallmark’s beliefs, values and strategies. Hallmark has many partners including Barbie, Crayola and Disney that could be highlighted to draw to intended target audience. Highlight findings from the 60 millennials who visited the HVC

Many exhibits at the HVC are hard to figure out and malfunction easily. The audio for many exhibits is loud and distracting to visitors focusing on other nearby exhibits. There are not enough interactive exhibits that allow for hands-on experiences for all audiences. The ‘Hallmark Live’ exhibit lacks engagement while featuring videos of artists rather than live artists or other activities. Low awareness among Kansas City millennials ages 24-35.

Not enough interactive attractions that engage guests during their visit to the HVC. Some guests don’t feel the visit is memorable and don’t feel the need to return again.

SWOT Analysis

Opportunities

Threats

More than half of millennial class survey respondents indicated having the most interest in activities/attractions within the Country Club Plaza.

The Kansas City metropolitan area has several other attractions for millennials and millennials with children to experience.

Millennial moms are looking for a fun and interactive place for their children in the Kansas City area.

New events and festivals are popping up in the Kansas City metro calendar, creating innovative experiences besides the HVC.

A majority of millennial class survey respondents indicated an interest in learning more about Hallmark products, as well as the artists and their creative processes.

Our target audience is not willing to make the trip to downtown Kansas City for an experience that is not interactive.

Millennials are using social media platforms such as Instagram, Twitter and Facebook to stay in touch with brands. Kansas City has become a hub for millennials, according to The New York Times. The Hallmark brand is known and beloved throughout the Kansas City area. Hallmark has many partners throughout the Kansas City community, including those in the Crown Center area. 63

SWOT Analysis

Conclusion Through this SWOT analysis, we discovered an overall trend of a challenge in branding. While the HVC accurately incorporates the history of Hallmark into a viewable format, the energy of the visitors center does not reflect the whimsicality and creativity of the Hallmark brand. As the client said, the HVC exhibits are outdated and in need of renovation. We need to bring in new activities, exhibits and a new overall look and feel to engage with our audience of 24-35 yearolds in the area. To take advantage of the

opportunities the HVC has regarding millennials and the Kansas City area, the HVC needs to improve upon internal weaknesses to give millennials a reason to want to visit the HVC and a reason to keep coming back. With Hallmark playing such an integral role in the Kansas City landscape, the HVC has the opportunity to update and fulfill its role as the face of this beloved brand. Bloom Communications believes with targeted strategies and tactics, the HVC can become as essential to Kansas City as the Hallmark brand.

Strategic Message Planner 1. The Client: Hallmark Visitors Center Joyce C. Hall founded Hallmark in Kansas City in 1910, and since then, Hallmark remains an important part of the Kansas City landscape. Hallmark is recognized on a global scale as the world’s best-known greeting card brand that manufactures holiday decorations, gifts, packaging, ornaments and more. Hallmark’s vision statement expresses it “will be the company that creates a more emotionally connected world by making a genuine difference in every life, every day.” This company believes in quality, creativity and innovation to generate success in all aspects of its business and to maintain its sustainable competitive advantage. Hallmark proudly stands behind its private ownership and believes the people within the organization are its biggest asset. While acting as the face of the Hallmark

brand, the Hallmark Visitors Center showcases one of the world’s top creative companies and features a wide range of exhibits that reveal the history behind many of its innovations. This admission-free opportunity sits in the heart of Kansas City at Crown Center. Founded in 1985, the HVC established its original purpose and mission: “The Hallmark Visitors Center is a corporate facility that maintains and enhances the company’s reputation by providing guests of all ages with a positive interactive experience highlighting Hallmark’s historical development, corporate beliefs and values, philosophy, strategies, and business priorities while preserving a portion of the company’s history and culture” (Client presentation, 2015). The HVC stands to tell audiences about the history of Hallmark and grow the brand’s relationship with the public.

Hallmark Visitors Center Mission Statement

The Hallmark Visitors Center is a corporate facility that maintains and enhances the company’s reputation by providing guests of all ages with a positive interactive experience highlighting Hallmark’s historical development, corporate beliefs and values, philosophy, strategies, and business priorities while preserving a portion of the company’s history and culture.

Strategic Message Planner 2. Target Audience Bloom Communications is focusing our marketing efforts on our primary target audience: millennials between the ages of 25 and 35 in the Kansas City area. This older sector of the millennial demographic in Kansas City is growing rapidly. This group includes a wide variety of people including single people, married couples and parents. However, we are looking to target passionate Kansas Citians, proud of their city and interested in the downtown experience. These people are interested in history, especially the history of Kansas City and the companies that encompass the cityâ&#x20AC;&#x2122;s business landscape. This target group also enjoys spending time with family and friends, finding entertaining things to do on weekends and interacting on social media. This group feels the need to share everything and embark on interesting, new adventures in their city and share the experience on social media. The new HVC will be an excellent adventure for this culture-focused group. By focusing our tactical efforts in a highly specific area, we can pinpoint market opportunities. However, our marketing endeavors will also resonate with groups younger and older. By focusing our efforts on a specific age range, our creative concepts will be stronger and more succinct, but the tactics will also resonate outside our target by creating

naturally relevant ideas for a variety of ages and lifestyles. We also be thinking about two secondary target audiences: millennials from outside of the Kansas City area and young millennials between the ages of 18 and 24. Bringing tourists and visitors from outside the area to the HVC will be a critical source of new guests. Also, by engaging younger millennials, we will capitalize the group before they grow up to enter our primary target audience age range. The marketing endeavors created for the 25-35 age group will easily resonate with the 18-24 age range. By keeping our concepts centered around the primary target audience, we will also engage surrounding audiences.

Strategic Message Planner 3. Product Benefits Control - Visiting the HVC gives guests a chance to get away from the bustle of shopping, while allowing these guests to control the pace at which they view the HVC’s exhibits. By visiting the HVC, people can control their informative experiences by using their previous knowledge about the well-established, Kansas City brand of Hallmark to guide their process of gaining more information about the company. Companionship - The HVC bridges the gap between generations, allowing for those in older generations to share their influential experiences with Hallmark with their loved, young ones. Ultimately,

Hallmark as a whole allows for people to communicate with those they love without having to say any words, and the HVC gives people a place to visit together that can explain how such a company came to be. Confidence - When visiting the HVC, guests can be confident they will have a creative and informative experience that will better connect them with the Hallmark brand. Kansas City residents will know that they are supporting a local business that has been an influential part of the Kansas City backdrop since its establishment.

4. Current Brand Image When asked what Hallmark means to millennials, the first words that come to mind are ‘cards,’ ‘family,’ and ‘feelings.’ This indicates consumers possess a positive association with the Hallmark brand and its goal to help people express themselves and connect with others. Millennials living in Kansas City feel Hallmark is a part of their home’s identity and a true asset to the city, which allows them to better compete with the prestige of other metropolitan areas. The HVC is most enjoyed currently by senior citizens who have retired or are near retirement, in addition to families with young children. Millennials who 68

have been to the HVC recently or in the past gave positive reviews regarding their experience. Although they are familiar with Hallmark’s brand, most millennials have not been to the HVC or are not even aware of its existence. Those who have heard of it but have not visited it perceive the facility as more of a possible pit stop on their venture through Crown Center and downtown Kansas City versus a desired destination. The fact that the name ‘visitors center’ could skew one’s initial perception of the facility was agreed upon among a group of millennials. Pamphlets, brochures and any other versions of strictly textbased information are what millennials picture when this phrase is brought up.

Strategic Message Planner

Source: pinkwhen.com

This automatically deters them from wanting to visit a place like the HVC when they first hear about it since it does not sound like a place for a fun, interactive experience, which is what this group is looking for.

its outdated interior design and sub par â&#x20AC;&#x2DC;interactiveâ&#x20AC;&#x2122; exhibits (some of which do not operate efficiently), the HVC is even dismissable by some millennial parents with young children, who are typically enamored with similar places.

In general, unless millennials have a strong liking for or a generational foundation with the Hallmark brand, many view the HVC as a less-thanexciting attraction they would bring older out-of-town relatives to see simply as a Kansas City staple. With

Strategic Message Planner 5. Desired Brand Image Millennials should perceive the HVC as one of the go-to destinations in Kansas City for a hands-on and inspiring experience. The HVC should be a place where people know they can come learn more about one of the top creative companies in the world that was born right where they are standing and where they can have fun doing that. This should be a place they can feel comfortable and excited to bring anyone including their children, relatives (old and young), or even just their friends or significant others. The HVC should attract people of all ages with its variety of informational and interactive experiences and events that can be fun for everyone in one way or another.

6. Direct Competitors and Brand Images The Nelson-Atkins Museum of Art The Nelson provides an engaging experience for art enthusiasts in Kansas City. This is a big competitor for the HVC because it provides a heightened artistic and cultural experience. However, the Nelson also encourages locals to embark on the journey to downtown Kansas City and those adventurers may make more than one stop during their trip. The Nelson serves as a great attraction to bring visitors downtown, but it can also pull visitors away from the HVC.

Source: wikipedia.com

Strategic Message Planner

The WWI Memorial and Union Station Both of these attractions are right next to each other. They serve as iconic Kansas City landmarks with significant history. Union Station is also known for being kid-friendly and welcoming for adults. However, Union Station has not tapped into the millennial market quite yet. The HVC would be a great alternative. The WWI Memorial is a great way to see the city from above and get a history of WWI. Both of these attractions also help bring millennials downtown, but do not necessarily help encourage visitors to go to the HVC.

7. Indirect Competitors and Brand Images Crown Center Indirect competitors of the HVC include all of the other opportunities for millennials visiting Crown Center, including ice skating, shopping, and dining at restaurants all located in the immediate area surrounding the HVC. These places are all in close proximity to the HVC and could deter someone away from visiting if people are in Crown Center but too preoccupied to visit the HVC. Country Club Plaza Someone looking to spend time in the heart of Kansas City might be detracted from visiting the HVC to visit the historic Country Club Plaza. The attractions at the Plaza include a large variety of shopping and dining options, as well as special events such as the annual Plaza Art Festival. Millennials in Kansas City know this as a great place to spend an afternoon, not allowing them to also have time to visit the HVC. While the Plaza does offer lots of shopping and dining options, it does not offer a visual, interactive experience such as the HVC. First Fridays First Fridays is a popular event that occurs the first Friday of every month in the Crossroads District of Kansas City. This event features “arts organizations, galleries, studios and a wide variety of local businesses feature local, regional and national artists as well as live entertainment” (First Fridays – Crossroads Arts District, 2015). This event regularly brings in between 10,000 - 15,000 attendees. After conducting research at this event, Bloom Communications observed first-hand the large number of millennials attendees, with a majority of the people between the ages of 18-45. This event draws people away from the HVC, especially as it only happens once a month.

Strategic Message Planner 8. Advertising Goal To encourage millennials ages 24-35 to visit the HVC by instilling a more positive image and offering an improved informational, hands-on experience that effectively connects the HVC to its well-established parent brand (Hallmark), in addition to bringing together those who enter its doors.

9. Strategic Message Millennials in Kansas City will visit and continue to experience the HVC because it will reflect and enhance the Hallmark brand, highlighting its importance globally and locally with interactive, cultural experiences exclusive to the HVC brand. Millennials will leave the HVC feeling inspired to create and connect with family and rejuvenated after engaging with new experiences and innovations. The experience should be completely whimsical and fun â&#x20AC;&#x201D; a chance to let creativity take charge.

10. Supporting Benefits The HVC offers an interactive experience that caters toward the wants of millennials and millennial mothers and their children.

The design and interior design within the HVC complement other Hallmark marketing plans. The HVC has free admittance.

Source: crowncenter.com

Refresh the Hallmark Visitors Center image to become a creative centerpiece that better reflects the Hallmark brand.

Objective 1: To renovate 75 percent of the HVC by 2018. Objective 2: Increase attendance by 25 percent by the end of 2018. Strategy 1: Foster creativity and childlike wonder that connects visitors to Hallmark and to their loved ones. Objective 3: Increase the HVCâ&#x20AC;&#x2122;s awareness by 50 percent among millennials and millennial mothers between 25 to 35 by December 2018. Strategy 2: Provide visitors with an experience that encourages them to share their feelings and opinions with the people they treasure most.

Executions Objectives 1 & 2 / Strategy 1 / Tactics 1 & 2 IMPLEMENTING THE REBRAND Tactic 1: Rename the Hallmark Visitors Center to be The Hallmark Experience. Throughout our research, we found that the term “Visitors Center” skews the target audience. Our focus group associated “Visitors Center” with a place where tourists can pick up pamphlets and brochures about the city. This is not indicative to the experience at the HVC. By renaming it to be, “The Hallmark Experience,” guests will be more open to the idea of an interactive, engaging experience to reflect the story of Hallmark. This simple change will start the branding journey to change attitudes and perceptions around the HVC. The Hallmark Experience will better reflect the Hallmark brand in a newly renovated space to engage the millennial audience in Kansas City. Hallmark currently uses MyHallmarkExperience.com as a Gold Crown Customer Experience survey site, but this can be utilized and adapted for our campaign. Cost: One of the biggest costs associated with the name change will be to update the exterior signage. We will replace the “VISITORS CENTER” signage with an updated sign using The Hallmark Experience logo. When estimating this cost, we received a quote from ACME Sign Inc. in Kansas City. This new exterior signage will cost approximately $4500.

Tactic 2: Hire an interior designer and contractor to redesign The Hallmark Experience to reflect the Hallmark brand and current styles. The HVC’s interior design is outdated and in need of renovation. In our research, we found that the interior is dark and uninviting for new guests. By opening the space and making aesthetic changes as well as exhibit changes, The Hallmark Experience can better reflect the whimsical, creative feel of Hallmark. Cost: When estimating costs for all contracting needs, Bloom Communications received quotes from Salazar Construction, LLC in Kansas City. When estimating costs for all interior design needs, Bloom Communications received quotes from Kitty Tootle.

Executions

Sketches from Grace Heitmannâ&#x20AC;&#x2122;s sketchbook that eventually became the new branding for The Hallmark Experience.

Executions Objectives 1 & 2 / Strategy 1 / Tactic 3 OVERALL INTERIOR AESTHETIC RENOVATIONS

Website mockup with the new logo. Created by Lauren Reardon.

Tactic 3: Redesign the website to reflect The Hallmark Experience name change and include a virtual tour of the newly renovated space. By redesigning The Hallmark Experience website, we can better marry the newly renovated space with the Hallmark brand and online marketing. The new domain name will need to be heavily monitored for search engine optimization purposes. The website will also include a virtual tour of the new space to invite our target audience to engage online and then experience in person. In our research, we found millennials want to explore things online before committing to take the time to visit in person. This virtual tour will give visitors a taste, but the interactive experience can only be utilized in person, driving traffic to The Hallmark Experience. Cost: When estimating the cost to redesign the website and include a virtual tour, Bloom Communications received a quote from Bigshot Inbound in Kansas City. This new exterior signage will cost approximately $12,000.

Executions Objectives 1 & 2 / Strategy 1 / Tactic 4 Tactic 4: Renovate space by creating four distinct themed rooms throughout The Hallmark Experience: “A History of Hallmark,” “The Holidays with Hallmark,” “Hallmark On Screen,” and the “Hallmark Creation Station.” The Hallmark Experience will organize all the HVC’s content to tell a story chapter by chapter. The current HVC has a jumbled storyline disconnecting the guests from Hallmark’s emotional marketing. By organizing the content into four main themes, The Hallmark Experience will read more like a novel helping guests experience each room and each theme in its entirety. Cost: To take down walls, demolition will cost approximately $1600 for two days of work. To put up new drywall, it will cost approximately $10 per square foot of drywall.

Executions Objectives 1 & 2 / Strategy 1 / Tactic 4

Executions Objectives 1 & 2 / Strategy 1 / Tactic 5 Tactic 5: Update the signage so visitors know what they are looking at when they go to a specified exhibit.

During our research at the HVC, we observed that several guests missed entire exhibits and couldnâ&#x20AC;&#x2122;t figure out the flow of the HVC due to a lack of signage. By implementing signage that guides and informs guests through the exhibits, guests can simply enjoy the content instead of wandering through in confusion. The Hallmark Experience will use a cohesive style and design in its signage to match the Hallmark brand. room and each theme in its entirety. Cost: When estimating the cost to manufacture and install signage placards as well as free-standing signage in the lobby, we received a quote from Signs Now in Kansas City. To manufacture and install 20 placards signs, it will cost approximately $1600 each.

Executions Objectives 1 & 2 / Strategy 1 / Tactics 6, 7 & 8 Tactic 6: Use sustainable lighting to emphasize Hallmarkâ&#x20AC;&#x2122;s commitment to being environmentally friendly. The current HVC is dark throughout the space. By utilizing sustainable and brighter lighting, it will help engage millennials and highlight Hallmarkâ&#x20AC;&#x2122;s social knowledge of the issue. This will also help with the aesthetic appeal in the space. Cost: Lighting fixtures will cost approximately $400 to $500 each. For sustainable LED light bulb, the cost will be approximately $15 to $30 each. To install new lighting fixtures, it will cost approximately $45 per light fixture.

Tactic 7: Change the carpeting so The Hallmark Experience seems brighter and gives off less of a 1980s feel. The HVC feels closed off and dark, this slight flooring change will help to make the space more open, inviting guests to explore and interact and continue coming back. We will utilize the colors scheme of the Hallmark brand with that iconic purple. Cost: Commercial carpeting typically costs approximately $15 to $20 per square foot. To install new carpeting, it will cost approximately $1 per square foot.

Tactic 8: Change the wall colors to reflect the Hallmark color scheme and a sense of refreshment. This slight change will also help with aesthetic appeal and brighten up the space. A fresh coat of paint will engage audiences to explore and feel refreshed as they experience the exhibits. Cost: Colorful interior paint typically costs approximately $40 to $60 per gallon of paint. To paint the new drywall, a painter will cost approximately $1 per square foot.

Executions Objectives 1 & 2 / Strategy 1 / Tactics 6, 7 & 8 Tactic 6: Lighting, ERCO Cantax

Tactic 7: Carpet, Vertical Edge Tile 59114

Tactic 8: Colors

Executions Objectives 1 & 2 / Strategy 1 / Tactics 9 & 10 Tactic 9: Change each exhibit to be accessible for all people including those in wheelchairs and children. By creating all signage, entryways and flooring to be easily accessible for people with any kind of disability, Hallmark can reflect its brand’s dedication to inclusion and accessibility. Cost: During the floor plan renovation, accessibility will be an important factor. Therefore, the cost to create an accessible space in The Hallmark Experience will be included in the cost from the contractor in Tactic 3.

Tactic 10: Introduce digital pen technology—pens that are used throughout the exhibits for a more interactive experience. Place kiosks in the front lobby for all users to sign up with name and email for potential purchases and Hallmark promotions. Based on The Cooper Hewitt Smithsonian Design Museum in New York, The Hallmark Experience will implement pen technology into its exhibits for a digitally creative experience. In our research, we found that millennials want to be innovators, experiencing the newest forms of technology through interactive experiences. These pens will have several uses, helping guests through the journey in The Hallmark Experience. First, guests will pick up a speciallydesigned, purple pen with The Hallmark Experience logo. To start, guests will enter their name, email and amount of pens needed in a kiosk at the front of the space. For family ease, parents will only need to enter one email for their entire

family and smaller pens will be given to kids for their unique experience. The pens can be used throughout each of the exhibits to learn more about objects and collect information. More importantly, the pen will be used as a stylus, allowing guests to interact with table tablets in the “Hallmark Creation Station” room. Guests will be able to design cards and take photos, storing those designs in the pen for later purchase. Pens will be returned at the end of the exhibits and an email will be sent to guests after arriving home to explore further and purchase products they created. Also, guests will receive promotional emails and a monthly e-newsletter from The Hallmark Experience.

Executions Objectives 1 & 2 / Strategy 1 / Tactic 10

Cost: Since this technology was specially designed for the Cooper Hewitt museum, the cost for this pen is not available. When the Cooper Hewitt museum designed the technology, they brought in engineers and universities from around the world to build it.

Executions Objectives 1 & 2 / Strategy 1 / Tactic 11 Tactic 11: Remove the mural from the front of the entrance of The Hallmark Experience.

The mural at the front entrance of the HVC creates more hassle and maintenance than it brings value. In our research we found that the mural skews guests with a message that is not indicative to The Hallmark Experience. The first impression needs to be clear and the mural takes away from the messaging. This space can also be used to better promote the Hallmark brand quickly in the entryway. Cost: For all demolition and construction costs, please refer to Tactic 4.

Executions Objectives 1 & 2 / Strategy 1 / Tactic 12 Tactic 12: Move the bow machine to the front lobby for initial engagement and use only purple ribbon and include new logo for The Hallmark Experience.

By moving the bow machine to the lobby, it attracts guests as they exit The Hallmark Experience to stop, make a bow and take it hope as a keepsake. These bows will then drive guests back as a reminder of their positive experience. The bow machine also helps with initial engagement at the front of the space. By utilizing the new logo for The Hallmark Experience and showcasing that iconic purple color, the bow will become a strong brand reminder. Cost: No upfront cost is anticipated. However, a minimal cost could be incurred from movers and printing the new logo on the bow tags.

Executions Objectives 1 & 2 / Strategy 1 / Tactic 13 Tactic 13: Expand the Hallmark store in the front lobby and include exclusive merchandise and keepsake ornaments from The Hallmark Experience.

According to our research, millennials enjoy being adventurous and exploring new cultural experiences. However, when going to a new place, millennials want to collect items to remember the experienceâ&#x20AC;&#x201D;items that are only available in the place they visited. Therefore, we feel it is critical to introduce merchandise that is only available at The Hallmark Experience for addition purchases and a brand reminder as a souvenir. Cost: For all demolition and construction costs, please refer to Tactic 4.

Executions Objectives 1 & 2 / Strategy 1 / Tactic 14 Tactic 14: In the timeline exhibit, keep only Hallmark-related items and remove glass case to create a more engaging exhibit.

During our research at the HVC, we observed that guests were confused and overwhelmed by the timeline exhibit. Millennials have such a short attention span, so the millennials that were visiting simply skipped the exhibit all together. When an exhibit is too busy and doesnâ&#x20AC;&#x2122;t give a clear storyline, millennials will on quickly. By only keep Hallmark-related products, the timeline exhibit tells a clear story and engages audience in a stronger format. Cost: No cost incurred.

Executions Objectives 1 & 2 / Strategy 1 / Tactic 15 Tactic 15: Feature most-prominent art pieces on right side of the entry hallway.

Across from the timeline exhibit, on the other side of the hallway, there are also too many art pieces that the theme is not clear. By only promoting the most important art pieces, the theme will come across in a more clear format. Also, keep all art pieces on one side of the wall will help guests from skipping over the exhibit. Cost: No cost incurred.

Executions Objectives 1 & 2 / Strategy 1 / Tactics 16 & 17 Tactic 16: Remove wooden railing and replace with rod iron railing for increased aesthetic appeal. By removing the wooden railing, the exhibit will match the continuous aesthetic appeal portrayed throughout The Hallmark Experience. These overall renovations will help to update the HVCâ&#x20AC;&#x2122;s 1980s feel to reflect the new and fresh style of Hallmark today. Cost: WM Coffman 44-inch Satin Black Wrought Iron Versatile Stair Balusters are $2.88 each.

Tactic 17: Remove glass and move trees to allow guests to walk around and see around all sides of the trees. By slighting moving the trees out, the exhibit becomes much more interactive and engaging. In our research, millennials explained that they are looking for interactive experiences where they can get up close and explore. By putting the trees behind glass, guests cannot truly interact with this special exhibit. Cost: For all contracting costs, please refer to Tactic 4. 91

Executions Objectives 1 & 2 / Strategy 1 / Tactic 18 Tactic 18: Include exhibit about Hallmark’s engagement with other holidays.

Along with the Christmas tree exhibit in “The Holidays with Hallmark” room, there will also be an exhibit highlighting Hallmark’s dedication to helping families celebrate other holidays and religions. This will also communicate Hallmark’s message of inclusivity and diversity. Cost: No immediate cost is expected. However, promotional materials could be used to increase awareness. 92

Executions Objectives 1 & 2 / Strategy 1 / Tactic 19 Tactic 19: Place holiday-themed photobooth in â&#x20AC;&#x153;The Holidays with Hallmarkâ&#x20AC;? room to create personalized greeting cards with photos.

Millennials are continuously sharing their experiences with others and this will be another opportunity to share with Hallmark. The photos taken in this room will be saved to the digital pens for later purchase of customizable holiday greeting cardsâ&#x20AC;&#x201D; another interactive experience. Cost: Complete cabinet and commercial tent $7,495.

Executions Objectives 1 & 2 / Strategy 1 / Tactic 20 Tactic 20: Move Hallmark Hall of Fame and movie exhibits into the â&#x20AC;&#x153;Hallmark On Screenâ&#x20AC;? room to solve for audio overstimulation.

In the current HVC, the Hallmark Hall of Fame and movie prop exhibit create a distracting and overwhelming space for guests. In our research we found that the loud movie audio causes guests to walk past the exhibit. Also, the movie prop exhibit does not give enough signage to be clear. The exhibit was usually skipped over. By keeping this content housed in one room, it will helps guests to understand the theme and engage with the message. Cost: Potential moving costs could incur.

Executions Objectives 1 & 2 / Strategy 1 / Tactic 21 Tactic 21: Expand Emmy photo opportunity with large Hallmark wallpaper.

In our observations at the HVC, guests were engaged and interested in the Emmy photo opportunity, but did not understand its purpose. By adding signage and making the Emmy photo opportunity more prominent, guests will be more likely to interact. Cost: At Office Max, a large poster (40 by 60 inches) costs approximately $49.99 per poster.

Executions Objectives 1 & 2 / Strategy 1 / Tactic 22 Tactic 22: Implement the â&#x20AC;&#x153;Hallmark Creation Station,â&#x20AC;? an interactive and creative experience using Crayola and Hallmark products as well as table tablets for digital inspiration.

The most noted insight in our research focused on millennialsâ&#x20AC;&#x2122; need to create, imagine and interact with digital innovations. Beyond the digital sphere, millennials crave a state of childlike wonder. The Hallmark Creation Station implements all of these concepts into an interactive space. This room will utilize long, digital table tablets for guests to use their stylus pens to create and design their own Hallmark products. From greeting cards to keepsake ornaments, guests can create digital designs or build things using Hallmark and Crayola products. This family-friendly space will bring the physical and the digital together for a world of creative freedom and rejuvenation. Cost: Since this space is not yet determined and the technology comes from various sources, the cost for this tactic is not available. 96

Executions Objectives 1 & 2 / Strategy 1 / Tactic 23 Tactic 23: Use the theater to show Hallmark movies and other local artistsâ&#x20AC;&#x2122; productions to emphasize the relationship between the local community and Hallmark.

To give the theater a new life, The Hallmark Experience will show local artistsâ&#x20AC;&#x2122; production to engage the local art community and millennial creativity. This will engage a new audience in the Kansas City area to showcase their work and share it with friends and family for a special event. Cost: Promotional costs may be incurred. However, those costs could be offset by charging local artists to showcase their work.

Executions Objective 3 / Strategy 2 / Tactics 24 & 25 Tactic 24: Organize a grand reopening event and invite opinion leaders in Kansas City. A grand reopening event will provide visitors with an opportunity to experience all of the changes, both aesthetic and interactive. Inviting the opinion leaders will increase awareness and attendance. This large event will draw in media outlets, engaging our audience with excitement and hype about this innovation in Kansas City. Cost: Costs may be incurred for refreshments ordered, decorations and employeeâ&#x20AC;&#x2122;s hourly rate for extended hours.

Tactic 25: Extend The Hallmark Experience hours for special events. In our research, we found that millennials prefer to visit downtown exhibits during later hours on weekdays and weekends. By extending the hours for special events, we will allow millennials that cannot participate during normal business hours the ability to visit and enjoy the new creative environment The Hallmark Experience has to offer. The extended hours should only be used for special events such as movie showings or the grand reopening. Cost: Cost is determined by employee hourly rate.

Executions Objective 3 / Strategy 2 / Tactic 26 Tactic 26: Allow all visitors at the grand reopening to buy a specialedition ornament from The Hallmark Experience.

Keepsake ornaments are a popular part of the Hallmark brand. In our research we found many millennials collect these ornaments, give them as gifts, and pass them down generationally. Allowing a special keepsake ornament to be purchased during the grand reopening can increase attendance because it is such a sought after item for Hallmarkâ&#x20AC;&#x2122;s millennial consumers. Cost: The overall cost of this tactic is determined by the Hallmark Keepsake ornament manufacturing cost. It will cost approximately $15 per ornament. This cost will be offset by the retail sales of the keepsake ornament.

Executions Objective 3 / Strategy 2 / Tactic 27 Tactic 27: Develop a print ad targeted to millennials revealing there will be a grand reopening of The Hallmark Experience in December.

In our research, we found that print advertising helps establish credibility for a brand among millennial audiences. We will place a print ad in popular millennial mediums in Kansas City to help promote the grand reopening. This ad will be placed in local magazines, newspapers, and most importantly, through grassroots distribution in popular hang-out spots such as coffee shops or libraries. This will not only increase attendance but also awareness. Cost: If The Hallmark Experience would like to hire a designer to develop a print ad, there may be a cost associated. Posters that are 16 by 20 inches cost $12.99 per poster, this price could go down if printing in bulk. To run an ad for 4 weeks in the Kansas City Star, it would cost $1,500 for a minimum ad of 4 inches.

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Executions Objective 3 / Strategy 2 / Tactics 28 & 29 Tactic 28: Create a digital media kit with a press release and print ad to send to media outlets in the Kansas City area promoting the grand reopening. To inform local media outlets about the grand reopening, we will need to send a press kit for journalists to learn more about The Hallmark Experience and its renovations. Keeping the media involved is a great means for promotion and opinion leaders to interact. Cost: No cost incurred for sending electronically.

Tactic 29: Develop a social media campaign to promote the grand reopening.

According to our research, social media is one of the most popular means of news and information. Millennials trust content on Facebook for credible event information and awareness. By developing a campaign to promote the grand opening, we will boost awareness and provide visitors with a great opportunity to share their experience. The social content will be easily shared among friends for excellent word-of-mouth. Cost: No cost incurred for sending electronically. 101

Executions Objective 3 / Strategy 2 / Tactic 28 continued

For Immediate Release on October 3, 2016 Contact: Ron Worley Kaleidoscope and The Hallmark Experience Outreach Supervisor 816-274-8348 ron.worley@hallmark.com Creative Kansas City cornerstone gets facelift and new name Kansas City, Mo. — The Hallmark Visitors Center underwent major renovations to unveil to the public on Dec. 1 at 7 p.m. These changes focused on interior design elements including a creative space for children, families and adults to create their own giftwrap and art projects. Along with internal updates, the company changed the facility’s name to The Hallmark Experience to reflect these additions. Guests are welcome to attend the grand reopening event that will include a tour of the newly renovated area, refreshments, a chance to win prizes and the opportunity to purchase a special “Hallmark Experience” keepsake ornament. The updated facility is equipped with interactive digital crayons so visitors can experience the new exhibits and the history of Hallmark. “We are excited to unveil our renovations to the public,” said Ron Worley, Kaleidoscope and The Hallmark Experience Outreach Supervisor. “We’ve been hoping to make improvements to our Visitors Center for years now in hopes of attracting a larger audience to connect with the Hallmark brand.” Located in the Crown Center complex you can find The Hallmark Experience near the parking garage at 2450 Grand, Kansas City, Missouri 64108. For more information or to RSVP visit www.TheHallmarkExperience.com or call (816) 274-3613. The Hallmark Experience provides a creative and interactive environment. Guests can learn about the history of Hallmark through exhibits and create their own memories at the Hallmark creation station. Hallmark is a privately owned company in Kansas City, Mo. It is the largest manufacturer of greeting cards in the United States and is known for its creative and ornate style. Press Kit Video: http://vimeo.com/147413058 ### 102

Executions Objective 3 / Strategy 2 / Tactic 30 Tactic 30: Utilize Facebook Business Manager analytics to promote millennial followers.

Facebook has excellent resources for pinpointing target audiences using paid content. The Business Manager analytics can help The Hallmark Experience to keenly target millennials between the ages of 25 to 35 in the Kansas City area. This will ensure no penny is being spent unnecessarily. Cost: Facebook Business Manager costs are referenced in Tactic 29.

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Executions Objective 3 / Strategy 2 / Tactic 31 Tactic 31: Create contests on social media that visitors can participate in order to win a prize once they attend the grand reopening.

Contests are a great way to boost excitement about an event. Encouraging social media users to share and like social media posts for an opportunity to win various Hallmark Experience gifts, will increase the publicâ&#x20AC;&#x2122;s ability to engage with The Hallmark Experience. Cost: All social content will be managed through Sprout Social and Facebook Business Manager. Please reference Tactic 29 for costs regarding analytics by Sprout Social software. 104

Executions Objective 3 / Strategy 2 / Tactic 32 Tactic 32: Create a video to be posted on social media to highlight Hallmarkâ&#x20AC;&#x2122;s importance in Kansas City and the grand reopening of The Hallmark Experience.

https://vimeo.com/147413058

In our research we found that video content is best performing content on social media. This video engages millennials with shareable, relatable content. Since this video also has a taste of Kansas City pride, millennials in Kansas City will be more inclined to share the content with friends. The video is another means to promoting attendance as well. With extensive shares and paid-for posts, the videoâ&#x20AC;&#x2122;s call to action will increase attendance and awareness. Consumers will see a video that will excite them and increase their desire to visit The Hallmark Experience. Cost: Video production costs can range from approximately $500 to $1000 depending on time and content. All video social content will be managed through Sprout Social and Facebook Business Manager. Please reference Tactic 29 for costs regarding analytics by Sprout Social software.

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Executions Objective 3 / Strategy 2 / Tactic 32

Executions Objective 3 / Strategy 2 / Tactic 33 Tactic 33: Post organic and paid content that garners likes, click throughs, comments and shares on Facebook.

Beyond the grand reopening content, The Hallmark Experience will need to continue posting shareable, relatable content to stay relevant. Millennials want to see engaging content that is relatable. In our research we found millennials respond best to deals or coupons and event invitations posted on social media. The Hallmark Experience will create events and deals beyond the grand reopening to boost awareness after the heavy media push. Cost: All social content will be managed through Sprout Social and Facebook Business Manager. Please reference Tactic 29 for costs regarding analytics by Sprout Social software.

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Executions Objective 3 / Strategy 2 / Tactics 34 & 35 Tactic 34: Create a Facebook event page for all events being held at The Hallmark Experience. Creating a Facebook event page allows The Hallmark Experience to monitor who plans on attending as well as promote awareness and share-ability for the events. Cost: All social content will be managed through Sprout Social and Facebook Business Manager. Please reference Tactic 29 for costs regarding analytics by Sprout Social software.

Tactic 35: Establish a Twitter account for The Hallmark Experience that includes a unique hashtag: #MyHallmarkExperience In our research, we found millennials also use Twitter in a large capacity. While not as significant as Facebook, it important that we also capitalizes on this unique audience. While content must be concise, it can help The Hallmark Experience to reach a group of millennials they may not reach on Facebook or other social media platforms. The specific hashtag will keep a running list of the users that are interacting with The Hallmark Experience. This can also help to spark awareness in the Kansas City area. Cost: There is no direct cost for creating a Twitter account or specific hashtag for The Hallmark Experiences. To utilize Sprout Social for reporting purposes (as stated in Tactic 29), the software could incur a cost of $39-$99 per month depending on which features are utilized.

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Executions Objective 3 / Strategy 2 / Tactic 36 Tactic 36: Establish an Instagram specifically for The Hallmark Experience also utilizing #MyHallmarkExperience

Instagram usage numbers among millennials is increasing rapidly. Millennials are drawn to visually-engaging content and Instagram continues to innovate the visual experience. This group is also using Instagram to interact with various brands. This new Instagram page places The Hallmark Experience in a competitive and well know place to gain attention and followers. The continued use of the #MyHallmarkExperience will further the reach and tracking capabilities. Cost: There is no direct cost for creating an Instagram account or specific hashtag for The Hallmark Experiences. Please reference Tactic 29 for costs regarding analytics by Sprout Social software. 111

Executions Objective 3 / Strategy 2 / Tactic 37 Tactic 37: Create a Snapchat geofilter for guests to use while visiting The Hallmark Experience.

Focus group participants shared that they enjoy Snapchat as a means of social media communication. Creating a Snapchat geofilter will allow users to snap pictures that include a design with The Hallmark Experience logo. This will help promote wordof-mouth with Snapchat, sharing experiences with friends and followers. Cost: After submitting a web-optimized transparent PNG file with the required specs on Snapchatâ&#x20AC;&#x2122;s website, contact Snapchat directly to inquire about geofilter pricing based on brand sponsorship and location.

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Executions Objective 3 / Strategy 2 / Tactic 38 Tactic 38: Create monthly e-newsletter to engage loyal visitors. When visitors register to use the pen technology upon entering The Hallmark Experience, visitors will choose to allow The Hallmark Experience to send promotional materials to their email address. If so, visitors can opt to receive newsletters and other deals via email. These e-newsletters will be used to keep the connection with past visitors as well as inform them of upcoming events. Cost: Expenses can encompass a wide range if hiring a third-party to create and/or process delivery of e-newsletters. Rates are typically based on the number of emails sent (CPM, or â&#x20AC;&#x153;cost per thousandâ&#x20AC;?). For general design, address list implementation, delivery testing and final distribution purposes, cost can range from $40.00 to $65.00 per hour depending on the vendor. (Quotes and information acquired from inc.com and gdt-consultants.com)

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Executions Objective 3 / Strategy 2 / Tactic 38

November 19, 2016

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Grand Reopening Event

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#MyHallmarkExperience

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Executions Objective 3 / Strategy 2 / Tactic 39 Tactic 39: Attend area farmers markets and First Fridays in Kansas City to promote upcoming events at The Hallmark Experience.

Farmers markets often host a wide range of people. After talking with millennials at First Fridays during our research, we found that millennials feel more connected to Kansas City when hearing about events at other city events including First Fridays and farmers markets. Setting up a booth is a means for action marketing. The Hallmark Experience can engage the community and showcase special events as well as allow passersby to design a card or craft pertaining to the upcoming event. Cost: There is no vendor fee required to set up a table, booth or tent at First Friday events. Acquiring permission from the owner of the location property, parking lot, gallery or business entity to utilize the desired space is suggested. 115

Executions Objective 3 / Strategy 2 / Tactic 40 Tactic 40: Engage school art teachers to design a project that can be showcased in The Hallmark Experience art gallery. Reaching out to local school art teachers allows The Hallmark Experience to promote its interactive exhibits. By allowing students to showcase their artwork in The Hallmark Experience art gallery, we can attract a new audience to engage with our brand. Parents and students can come and enjoy the new space and connect with friends and family. Cost: The cost for this tactic would consist of the materials provided to the schools that are marked with The Hallmark Experience information.

Predictions and Evaluations By executing these tactics for The Hallmark Experience, attendance will increase by 25% by 2018. However, to ensure this increase, once 75 percent of the renovations are complete, the focus should shift to raising awareness among millennials. Completing the tactics that focus on outreach by December 18 will raise awareness among millennials and millennial moms between the ages of 25 to 35. To evaluate the objectives mentioned above, we will look at social media analytics, surveys and various other forms of data.

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Millennial Moms: The Connected Demographic. Retrieved September 17, 2015, from http://www.webershandwick.com/news/article/millennial-moms-the-connecteddemographic The Nelson-Atkins Museum of Art | Kansas City, Missouri. (2015). Retrieved September 15, 2015. Taylor, K. (2014, March 10). Millennials Spend 18 Hours a Day Consuming Media -And Itâ&#x20AC;&#x2122;s Mostly Content Created By Peers. Retrieved September 17, 2015, from http:// www.entrepreneur.com/article/232062 Top 10 Reasons to Visit Kansas City in 2015. (2015, January 7). Retrieved September 17, 2015, from http://fox4kc.com/2015/01/07/top-10-reasons-to-visit-kansas-cityin-2015/ Union Station Kansas City. Retrieved September 16, 2015. Where in the U.S. will my travel dollars go further? Retrieved September 17, 2015, from http://www.theglobeandmail.com/life/travel/activities-and-interests/what-aresome-us-cities-where-i-can-travel-for-relatively-cheap/article26305810/

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