The Chicago Lighthouse - Greeting Cards

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Executive Summary ‘Luminous Greeting Cards’ by The Chicago Lighthouse are a thoughtful, aesthetically pleasing way to touch those you care about, whether you can see them or not. Through simple, bright, and classic designs and messages that capture the essence of authenticity, these unique, luxury greeting cards bring a personal touch to every occasion. Beyond this, ‘Luminous Greeting Cards’ help bridge the worlds of the visually impaired and the seeing through short and purposeful messages in Braille. The Luminous Greeting Cards offer The Chicago Lighthouse a genuine and heart-felt way to break into the greeting card market and drive profits in addition to the world-renowned clocks. Finding jobs for the blind and visually impaired is imperative. And with the launch of ‘Luminous Greeting Cards by the Chicago Lighthouse’, there will be many opportunities to create and maintain jobs. By purchasing the Luminous Greeting Cards, consumers will receive beautifully designed cards while directly contributing to a worthy cause. The Chicago Lighthouse will launch a sub brand of greeting cards that appeals to a broad audience, particularly Women. The brand will cater to the gift-giving needs of holidays and occasions. Various styles will appeal to consumers within the broad audience by segmenting the market of greeting-card purchasers. A consumer will be able to purchase two types of cards: ‘EveryDay Greetings’ and ‘Occasional Greetings’. ‘EveryDay Greetings’ will be available in bundles of five. Each will display a simple phrase such as ‘Thank You’ or ‘Get Well Soon’ on the front and that same message will be printed internally in Braille. The inside will be left blank for the purpose of individual personalization. ‘Occasional Greetings’ will be sold individually. Each will possess a thoughtful, occasion-related message on the front and inside. These cards will not include a message in Braille. However, a consumer will be able to customize any of the ‘Occasional Greetings’ cards to include a Braille message on the newly launched website made solely for the purpose of selling the ‘Luminous Greeting Cards’ products. By implementing surveys and interviews, and through extensive market research, we have insightfully concluded that our decision to launch a sub brand will be the most successful and profitable avenue. While holding true to the purpose and essence of the Chicago Lighthouse, the main focus of the Luminous Greeting Cards is to drive charitable giving; however, without centering its aesthetics and brand essence, entirely, on the design and concept of Braille. We feel that Braille should not be a main point-of-sale for these cards, but rather an extraordinary feature incorporated into all of the ‘EveryDay Greetings’ and through customization options on the ‘Luminous Greeting Cards’ mini-site for all individually sold ‘Occasional Greetings’. This allows for a smooth introduction into the world of Braille and the visually impaired. Rather than forcing Braille onto customers who may have predisposed notions of the visually impaired community, this strategy makes the brand and its products more accessible to the general market. Strategies to promote the new brand should launch around May or July. Through our plan, we hope to sell at least 500 bundles and 500 individual cards by the end of Q4 in the upcoming year. Information on production and media costs are provided in the ‘Budget’ and ‘Media Strategy’ sections of this Marketing Plan.

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Isabel Sirvent

“Working on developing a marketing plan for The Chicago Lighthouse has been an amazing experience. I must say thank

you. Thank you for the great opportunity that allowed me to learn so much. It made me realize how something so simple can be so important to others, creating demand for a product. Through a simple ‘Thank You’ or ‘Happy Birthday’ card, you can create a

smile... And a smile is worth a thousand words.”

Isabel is an International Student from Spain; a Junior at Columbia College Chicago and will graduate in May 2015 with a degree in Marketing and

Management Communications.

She is currently an Intern at ChicagoHStudio and is really exited for her next internship opportunity this summer with Performics. She enjoys shopping, loves

the beach and dreams of traveling the world one day. She is always open to new challenges.

[email protected]

(312) 823-6169

About Us

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Nathan Anderson

“I am so grateful to have had such a unique and worthwhile opportunity in my final year at Columbia. Through the development of this

marketing plan for The Chicago Lighthouse, I was able to apply my years of learning and

produce something I am more than proud of. For that, I must say thank you.”

Nathan, 21, is a Marketing Major at the School of Business and Entrepreneurship at Columbia College Chicago and will be graduating in the Fall of 2014. He plans on working toward his ambitious goal to one day lead creative-marketing development for a variety of retailers. Most of his working life has been in fashion-retail leadership and visual merchandising; he is very

proud to have several years of management experience at his age.

In his free time, Nathan loves to cook, hike, swim, and spend time with his family and friends. He has a passion for music and his favorite artist is Lady

Gaga. He lives an active life, practicing heated yoga whenever he can.

-- Creative Marketing -- Management -- Visual Merchandising --

[email protected] (763) 772 – 2283

About Us

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Miriam Tesfazion

Miriam is an international student from Stockholm, Sweden and is working towards a degree in Marketing and Music Business at

Columbia College Chicago. She is currently a junior and expects to graduate spring 2015.

As a marketing singer-songwriter with an insatiable curiosity, her intense passion for music and deep interest in branding and what makes people tick as consumers has guided her as she takes the steps to realize her goals. Miriam’s ultimate dream is to start her

own Music Marketing & Publishing Company.

She loves music, reading, learning about new cultures and languages, and adores babies…and Beyoncé.

“The Chicago Ligthouse is doing amazing work for the blind and visually impaired, as well as the disabled, community. And I am so proud to say

that I received the opportunity to work with you in developing a marketing plan for your greeting cards.

It took heart and a whole lot of effort, and we made it happen. I am

grateful for the professional growth and the experience I have gotten through this important task. I truly hope that this plan will help you in

your endevours of making life a little brighter.

Thank you for allowing me to be a part of this.”

About Us

[email protected] 312-929-5921

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PART I: Research

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Market Analysis: The Nonprofit & Visually Impaired Industries

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Market Analysis The Nonprofit Industry Snapshot

According to the Charitable Giving Report from the Blackbaud Index, the nonprofit industry raised $12.5 billion in 2013. The online charitable giving reached $1.7 billion.ii

National Overview of Charitable Organizations in 2013

1,409,430

Tax-Exempt Organizations

948,769 Public Charities

96,655

Private Foundations

364,006 Other types of nonprofit organizations

(Source: NCCS, 2013)i

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INDUSTRY SNAPSHOT Nonprofit sectors

The Chicago Lighthouse For People Who Are Blind Or Visually Impaired is a nonprofit organization categorized under the Human Services sector. It is a registered 501(c)(3) public charity under the NTEE code P86: blind and visually impaired centers. (Source: http://nccsweb.urban.org/communityplatform/nccs/organization/profile/id/362169139/popup/1)

Ten Sectors Of Non-Profit Organizations Based On The National Taxonomy Of Exempt Entities

Arts, Culture, and Humanities

Education

Environment and Animals

Health

Human Services

International, Foreign Affairs

Public, Societal Benefit

Religion Related

Mutual/Membership Benefit

Unknown, Unclassified

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INDUSTRY SNAPSHOT

Blind and Visually Impaired U.S. Statistics

(Source: National Federation of the Blind, 2011)iii

The chart shows the literacy and primary reading medium of those who are blind or visually impaired. The statistics give us an overview of the people with blindness and other visual impairments. The numbers display the need for organizations like the Chicago Lighthouse.

Blindness

Among children

59,193 In total

Visual

impairments Among children

656,100 In total

308,600

Girls

347,700 Boys

Blindness/Visual impairments

Among adults

6,636,900 Total

3,665,200

Women

2,971,600 Men

3,372,400

Age 18 to 64

2,743,600 Age 65 and older

220,300

In state of Illinois

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INDUSTRY SNAPSHOT Registered Public Charities (501(c)(3) organizations) Serving The Blind And Visually Impaired

Registered Public Charities (501(c)(3) organizations) Serving The Blind And

Visually Impaired In 2013

376 In the U.S.

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In the state of Illinois

Registered Public Charities (501(c)(3) organizations) Serving The Blind And Visually Impaired In 2012

397

In the U.S.

9 In the state of Illinois

Registered 501(c)(3) organizations serving the blind and visually impaired In Chicago, IL

American Blind

Bowlers Association Inc. Chicago Braille

Center

Blind Service Association

Inc.

Maplewood Housing for the Visually

Impaired

National Federation of the Blind

of Illinois

The Chicago Lighthouse for People Who Are Blind Or Visually

Impaired

(Source: NCCS, Table wizard, 2012, 2013)iv

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INDUSTRY SNAPSHOT

The Chicago Lighthouse Market Share (based on revenue)

The Chicago Lighthouse for People Who Are Blind Or Visually Impaired (TCL) has the largest, total market share out of all nonprofit P86 organizations in the state of Illinois. While the number of registered 501(c)(3) organizations has remained the same in Illinois, there are fewer of the organizations nationally between 2011 and 2012. According to a survey conducted by the Nonprofit Finance Fund, “many nonprofits are unable to meet the growing demand in the communities”v. This further indicates the need for organizations like TCL.

2012

* The Chicago Lighthouse FYE 2012 primary revenue ** Includes organizations that filed financial information on Form 990, 990-EZ or 990-PF within 24 months of the 2013, Dec BMF release date, as reported in NCCS Core Files and IRS Business Master Files (excludes 990-N ePostcard filers). (Source: Internal Revenue Service, Exempt Organizations Business Master File (501(c)(3) Public Charities, 2012, Dec) The Urban Institute, National Center for Charitable Statistics, http://nccsdataweb.urban.org/

2011

* The Chicago Lighthouse FYE 2011 primary revenue ** Includes organizations that filed financial information on Form 990, 990-EZ or 990-PF within 24 months of the 2011, Dec BMF release date, as reported in NCCS Core Files and IRS Business Master Files (excludes 990-N ePostcard filers). (Source: Internal Revenue Service, Exempt Organizations Business Master File (501(c)(3) Public Charities, 2011, Dec) The Urban Institute, National Center for Charitable Statistics, http://nccsdataweb.urban.org/

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INDUSTRY SNAPSHOT Charitable Giving

(Source: Charitable Giving Report, Blackbaud, 2014)vi

Above we see the human services sector as the 5th from highest sector with the most charitable giving. The sector ranked 6th from highest in online fundraising. Medical Research was the sector with the lowest charitable giving. In 2011, organizations within the human service sector represented 13% of the total estimated contributions. The sector had the third largest share of contributions that yearvii. In 2013, the overall charitable giving increased by 4.9% from the previous year. The online giving increased 13.5%viii. The Charitable Giving Report claimed this to show a second consecutive year of steady growth for charitiesix.

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INDUSTRY SNAPSHOT Charitable Giving & Volunteering Today, 80% of charitable giving comes from individualsx. This is a 5% increase of charitable giving from individuals since 2008xi. Many who volunteer as children continue to do so as adults and volunteers are three times more likely than non-volunteers to give money to charitiesxii. According to the Bureau of Labor Statistics, women volunteer more than menxiii. It could benefit the Chicago Lighthouse to have efforts towards attracting women volunteers, particularly mothers who might bring their children with them to volunteer. This could encourage the children to continue charitable work and donations when they are older.

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INDUSTRY SNAPSHOT

Revenue streams of The Chicago Lighthouse

As we can see in the chart above, the majority of TCL’s revenue comes from contributions, gifts, and grants. The source of individual annual giving includes direct mail, telemarketing, memberships, special events, and donor clubs. Government grants typically consist of funding from the local level, state level, and federal levelxv.

TCLxiv

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INDUSTRY SNAPSHOT

PEST analysis of the nonprofit blind and visually impaired industries

Political Factors Economical Factors Societal Factors Technological Factors

• Cuts and

instability in government funding

• Tax exemption

• Tax exemption status

• Near 70%

unemployment amongst blind and visually impaired

• Charitable giving

among the first expenses cut by consumers during economic hardships

• Government funding

restricted

• Growth in human services groups

• Increased competition

for contributing income

• Costly increase in service need/demand

• Charity giving peak in

Q4 (highest giving in December)

• Constant growth in

population • Increase in job demand

• Increase in need of

charity organizations

• Art for the visually impaired (touchable art) at Art Institute

• Decline in braille literacy

• Old versus young

donors

• Assistive

technology

• BRAIGO (Lego braille printer)

• V+I (Cheaper

braille reader)

• Digital/online accessibility for blind/visually impaired

• Portable braille

readers/note takers

• Smartphones for

blind and visually impaired (Senseg E-Sense and Project RAY)

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INDUSTRY SNAPSHOT Pest analysis of the nonprofit blind and visually impaired industries (continued) Political factors such as the instability in government funding are causing nonprofits to turn to their donors for funding. Since 80% of charitable giving comes from individuals, connecting directly with them is necessary. This fundraising trend is especially true to human services. Connecting with donors through storytellingxvi is key and one of the best ways to connect could be through the charity’s website. Charity Navigator notes, in regards to online giving, that, “donor loyalty is highest on charity websites that build strong connections with donors”xvii. This is particularly important for the human service sector because (1) charitable giving is one of the first expenses cut by consumers during financial hardshipsxviii and a strong bond could ensure continuous giving, even if contribution is small, (2) there is a growth in human service groups and that causes an increase in competition for contributing incomexix. One of the incentives of charitable giving is that the contribution is deductible from taxes. In charitable giving, the “80/20 rule” applies. More than a third of annual contributions are donated in Q4, with a high peak in December (17.5%)xx. This is expected to cause great competition in contribution income during the holiday months as consumers and donors are pulled at multiple directions for their charitable giving. A loyal, strong bond with donors could favor TCL. Other economical factors include the near 70% unemployment rate among those who are blind or visually impaired. This could be expected to great societal divisions between the seeing community and the visually impaired community. Thankfully, TCL provides job opportunities and training for individuals with disabilities. It makes it the more important for donors to contribute time and money to the organization. Targeting younger individuals to encourage volunteering and charitable giving is important due to the passing of older donors; otherwise, charities can expect a large dip in their contribution income. Societal factors such as the constant population increase has a direct effect on job demands. If the visually impaired and blind can prepare with training through TCL, they can compete and land jobs; furthering their independency. As a part of independent living, literacy is crucial. However, research shows a decline in braille literacy. This has an adverse affect on the skill of interpreting language and signs. Assistive technology on smartphones and other mobile devices might be the culprit. However, with technology constantly evolving to even allow a young boy to develop a LEGO braille printerxxi, things can still turn for the better. Braille portable readers and notetakers are becoming more common and more affordable, which can aid the individual with the visual impairment in using braille more conveniently in today’s cloud driven society. Also, there are introductions into the market of smartphones specially designed for those who are blind or visually impaired. The users can read braille straight from the smartphone due to vibrations mimicking the point system of which braille is basedxxii.

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INDUSTRY SNAPSHOT

Trends in nonprofit and fundraising

Most Important social media channels for nonprofit fundraising

(Source: 2014 Nonprofit Communications Trends Report (Survey)) xxiii

Trends in Communication

E-newsletters Facebook

Event marketing

Fundraising predictions for 2014 Nonprofits need to help donors feel good about the decision to give.

Thanking donors is a cost effective way to increase fundraising (and donor retention)

Polish online presence

Meet with donors face-to-face; cultivate a relationship with them.xxiv

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The Chicago Lighthouse

SWOT analysis

Strengths Weaknesses Opportunities Threats

• Majority of funding from

contributions, gifts, and grants

• Variety in programs

• Long dependable establishment (est.1906)

• One of few clock-making

factories left in U.S.

• Clocks offer additional revenue stream

• Promotes independent

living through training and courses for all ages

• Rehab center

• Retail store/gift shop

offering additional revenue source

• Postage discounts due to

tax exemption (nonprofit)

• Tax deduction

• Needs website

update (media sections)

• Not strong enough online presence to connect more with potential donors and volunteers

• Monetary deficit

(common for nonprofits)

• High administrative

expenses

• Emerging technology to

enhance further independent living

• Online presence and direct communication with potential donors and volunteers

• Increase volunteers

• Braille greeting cards to

offer additional revenue

• Braille cards could boost the Chicago Lighthouse brand

• Partnerships

• Reaching out to younger

donors

• Braille greeting cards to bridge visually impaired and non-visually impaired communities

• 30% of contributions

from government funds (unstable)

• Competition for adult clients

• Competition with other

nonprofit organizations in area for contributions

INTERNAL EXTERNAL

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The Chicago Lighthouse Brand analysis

Current Audience

Blind and Visually Impaired Individuals with disabilities

Families of disabled or impaired Seniors

Veterans

Current Message “Seeing what’s possible”

Current Brand Image

(Chicago) Lighthouse & Independent living

Current Product Offering

Clocks Greeting Cards

Education for multi-disabled children Radio station for blind and visually impaired

Retail store (Convenience Store)

Library Low vision clinic

Technology center Employment training and placement services

Services for veterans

Current Price Retail: anywhere from $1.50 to $3,000 depending on equipment or tool.

Services: N/A

Current Website (cont. page 21)

Colors: Dark blue, sand, white, orange, gray. Navigation: Top nav. with menu and search bar

Side bar custom to each page Bottom nav. includes site map, programs and services, get

involved, and donate

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The Chicago Lighthouse

Brand analysis (continued)

Current Website

(cont.) Navigation is not suitable for blind or visually impaired,

disabled, or seniors. Navigation is not user friendly.

Content is informative, though would not be compelling enough to younger, potential donors.

Site needs revamps to suit the needs of audience. Colors need improvement, while keeping strong contrasts for

visually impaired. Technology blog

Current distribution system

Online retail store Physical retail store

Lighthouse North (Glenview) Chicago Lighthouse (Roosevelt)

Current Brand Presence

Easily found through charity navigator, American foundation for the blind, Google – first search results page, above the fold.

Technology blog can increase SEO Although the current product offering, brand message, price, brand image, and audience are relatively strong, there are opportunities for revamping the TCL brand to (1) make the website more user-friendly for those with impairments and disabilities, and even for visitors who do not have impairments and (2) to allow a modern feel to the brand. The brand has been active for over 100 years, however the brand image can seem slightly outdated for a younger audience who might otherwise be inclined to volunteer or donate. Also, the inBraille greeting cards can offer another channel of rebranding. Brand message is clear, “seeing what’s possible,” indicates hope and direction; much like the function of a Lighthouse, which TCL have incorporated into their brand quite well. However, message is similar to for-profit competition Second Sense (formerly guild for the blind) (SS), which also caters to blind and visually impaired. The biggest differences between TCL and SS is the nonprofit and for-profit business, and that SS only caters to adults, whereas TCL caters to all age groups, making it very hard to top.

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Take Aways

Nonprofit and the Blind and Visually Impaired Industries Charitable giving is experiencing a steady growth. While we want to try to avoid marketing the product as a “charity greeting card”, this could still be an important factor for greeting card buyers, as the purchase would provide a tax exemption. 80% of charitable giving comes from individuals. Individual annual giving includes direct mail, telemarketing, memberships, special events, and donor clubs. Charitable giving peaks in Q4, particularly December. With cuts in government funding causing instability in the nonprofit industry, together with the costly increase in need of service, there is a demand for additional revenue streams to support the organizations. The decline in Braille literacy and increase in assistive technology might position greeting cards with Braille as unrelatable, chiefly to the general public. Most important social media channels for nonprofit fundraising are Facebook, Twitter, YouTube, and Linkedin, respectively. Running a YouTube channel should be postponed until proper take off with product. Thanking donors is a cost effective way to increase fundraising and donor retention. Key opportunities for the Chicago Lighthouse include

• Online presence and direct communication with potential donors and volunteers • Braille greeting cards to offer additional revenue • Braille greeting cards to bridge visually impaired and non-visually impaired communities

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Market Analysis: The Greeting Card Industry

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Market Analysis The Greeting Card Industry Snapshot

6.5 billion units Of greeting cards purchased annually

$7 billion to $8 billion Annual retail sales estimate

Everyday & Seasonal

Categories

Birthday Most popular everyday category

…Followed by Sympathy, Thank You, Wedding,

Thinking Of You, Get Well, New Baby, and Congratulations

Christmas Most popular seasonal category

…Followed by Valentines Day, Mother’s Day, Father’s Day,

Graduation, Easter, Halloween, Thanksgiving, And St. Patrick’s Day

50¢ to $10 Greeting card price range

$2 to $4

Regular price range

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Industry Snapshot

PEST analysis of the greeting card industry

Political Factors

Economical Factors

Societal Factors

Technological Factors

• Wages for

production • Outsourcing

production • New holidays

signed in • New legislations

passed (same-sex marriage)

• Cost of production • Cost of postage

rising

• Inflation of card price

• Practically free e-

cards

• Saturated market

• Difficulties in breaking barriers to get into stores

• Risk for oligopoly

in stores

• Greeting Card purchasing down

• Environmental costs

of production

• Not enough time to

physically purchase greeting cards

• Not Immediate or

convenient as email or social media

• Personalization

• Online orders

• 80% greeting card purchases made by women

• Environmental

waste

• DIY culture versus store bought

• Charity affiliated

greeting cards

• E-cards through

social media

• LED lights incorporated into cards

• Sound/Music; pre-

recorded or customizable

• Internet retailing

• More aware of

birthdays (due to social media)

• Greeting card apps

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Industry Snapshot

PEST analysis of the greeting card industry (continued) Political factors contribute to the success, or lack thereof, of the greeting card industry. For example, the costs to produce cards, including the wages for production, influence the industries ability to make profit. Outsourcing the production, the officiation of new holidays, and some new legislation passed, such as same-sex marriage, all play a role in political factors affecting the greeting card industry as well. The economy plays a role in driving success of the greeting card industry. Many economical factors, such as production costs, costs of postage, inflating card prices, and a saturated market all influence the industry’s profitable abilities. Societal factors, such as a consumer’s preference to customize and personalize their product purchases, affect the greeting card industry. The fact that 80% of greeting cards are purchased by women also dictates the industry’s ability to succeed. Technology has opened a new chapter of factors that affect the greeting card industry. For example, internet retailing, e-cards through social media and greeting-card apps have limited the success of printed cards. Another example of how technology influences the industry: consumers are now more aware of birthdays due to social-media engagement.

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The Big Duo

Top Makers of Greeting Cards and E-Cardsxxv

Together, Hallmark and American Greetings hold the largest market share out of all greeting card makers. There are many greeting card makers in the industry, however none have taken the market quite like Hallmark. It is the market leader. And together with its competitor and oligopoly counterpart, American Greetings, the long-standing greeting card provider has made it difficult for new participants to enter the market. Majority of grocery stores, drug stores, convenience stores have either Hallmark cards, or any of its subsidiaries, or American Greetings and any of its four strongest brands.

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The Big Duo The two biggest greeting card makers in the industry

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The Others

Other popular greeting card makers

In addition to the successful greeting-card companies American Greetings and Hallmark, there are a number of greeting-card makers who have grown in popularity and been able to compete in the market. Each of these greeting-card makers operates online retailing through their respective websites.

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TRENDS Current greeting card trendsxxvi

Boxed card sets

Greeting card organizers

Custom-printed cards

Simple, clear designs

Humor still strong

More white paged cards

Recycled paper

Minimal designs

Skinny fonts

Simple message

Ribbons

Vellum

Glossy, protective sleeves for cards

Value cards (lower priced cards)

Occasion (birthday or holiday) collections

Blank card assortments

Bundles (for online purchases)

Business collection

Thank you cards

Multiple folded cards (accordion cards)

Lots of animals

Pop-out cards

Singing cards

Mixed messages cards

Overlays

Glitter

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DISTRIBUTION & RETAIL

Distribution channels and retailers

Distribution Channels

Online (direct distribution to customer)

Publishers (deliver to publisher, they move it to wholesalers, then into retail)

Wholesalers

Direct-to-retail (contact retail stores directly

and negotiate placement of product)xxvii

Selling in own branded retail store (such as

Hallmark)

Selling through mass market retailers (such as CVS)

Boutiques (such as Etsy)

Online (Etsy, Shutterfly)

These were the stores mentioned by the interviewees (see interview section, beginning on page 51) as locations to purchase greeting cards. On the next page is an example of the brands that are in some of those stores.

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DISTRIBUTION & RETAIL

Retailers and in-store brands

Quotable

cards

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NONPROFIT GREETINGS Current trends within the Charity Greeting Card Industry

Christmas Most popular charity greeting card

$, Food, Medicine, Gift

Type of giving to which proceeds go

Sales Discounts on almost out orders

Online

Primary Distribution channel

Aesthetically Pleasing Websites of charities or charity greeting cards

Business, Birthday, and Holiday

Greeting card collections

Box Card, Blank notecard, and Thank you Assortments

Bundles

And Packs, instead of more individual cards

25-50 Typical Minimum Quantity Orders when ordering online

$2.99-$30

Price range for cards in bundles, sets, boxes

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NONPROFIT GREETINGS

inBraille SWOT analysis


• Packaged by the people who will benefit from proceeds

• Brings awareness to TCL, blind and visually impaired community, as well as braille

• 100% of the

proceeds goes to TCL

• Employing the blind

and visually impaired

• Unique by having braille incorporated into design

• Braille gets worn

down eventually – reduces readability.

• Design perhaps outdated by today’s trend

• Production

outsourced

• Limited catalogue

• Production costs are high

• Price high

• In-house production to

employ more people and give more control of money

• Possibility of becoming market leader in braille cards

• Can be a means of enticing

curiosity to learn Braille (increase braille knowledge)

• Card of the month – having a

subscription membership

• Attract volunteers through exposure and awareness

• Bridge blind/visually impaired

and seeing communities

• E-cards

• Fierce

competition/difficulties of breaking into market(s) (greeting card industry and charity greeting card industry)

• Braille literacy is in

decline

• Social media is offering the convenience and immediacy greeting cards cannot offer

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NONPROFIT GREETINGS

inBraille SWOT analysis continued


• Covers 3 markets (blind/visually impaired, general public, those interested in charities)

• Affiliated with an established charity

• Bundles (strong

trend nowadays, customers could be expecting this)

• Client does not

want cards to be marketed as “braille cards” or “charity cards”

• Bundle might halt sales since business is fairly new and customers may want to try individuals first

• Become a household name

for greeting cards/charitable cards

• Function as a strong/steady additional revenue stream

• Braille on smartphones and

tablets could open market for braille e-cards

• Since product is new, there

is still time for brand design development and finding the right voice – the product is open for development, can take into a new direction

• Having the right paper

quality to ensure braille readability can cause manufacturer dependency

• Braille reading

technology on smartphones and tablets and computer might pose threat to braille cards the way e-cards/social media pose threat to physical greeting card market – the uniqueness of the inBraille cards lies in the touch. The ability to have braille on smartphones could make the uniqueness of the cards obsolete.

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NONPROFIT GREETINGS Charities

Above are some examples of charities that make greeting cards to increase charitable giving.

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TAKE AWAYS

Greeting card industry Top 5 occasions of the Everyday category include

1. Birthday 2. Sympathy 3. Thank You 4. Wedding 5. Thinking About You

Top 5 occasions of the Seasonal category include

1. Christmas 2. Valentine’s Day 3. Mother’s Day 4. Father’s Day 5. Graduation

Greeting card prices range from 50¢ to $10. The average greeting card price lies within the $2 - $4 range. An online store for greeting cards is a great opportunity. Personalization and customization of greeting cards are important. And people might be short on time to physically go to a retail store and purchase greeting cards. An online store solves both needs. A greeting card app that could enable the consumer to create and send a physical greeting card could prove to add to the convenience of an online store. This should, however, be considered as a long-term option rather than an immediate strategy, due to cost of development. Key trends include

• Custom-printed cards • Simple, clear designs • More white paged cards • Minimal designs • Simple message • Occasion (birthday or holiday) collections • Blank card assortments • Bundles (for online purchases) • Thank you cards

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TAKE AWAYS

Greeting card industry (continued) Barnes & Noble could prove an approachable retailer. There is less direct competition from the Big Duo. Most convenience retail chains have been monopolized by either American Greetings sub-brands or Hallmark. Key trends (for charity greeting cards)

-Discounts on almost out orders -Primary Distribution channel -Websites of charities or charity greeting cards are aesthetically pleasing and simple to navigate -Assortments of blank notecards, and Thank You greeting cards -Catalog offers more bundles and packs than individual cards -There is typically minimum quantity order when ordering charity greeting cards online -Price for charity greeting cards in bundles, sets, boxes range between $2.99-$30

The fact that the product is packaged by the blind and visually impaired is one of the branding strengths of inBraille. There is a high cost of production for these greeting cards. A way to counteract this is to raise the price even further to increase the profit margin. Moving production in-house to employ more impaired people and give the organization more control of the flow of money, could further remedy the issue. Customers might want to do a “test-run” with the product before committing to a bundle of cards with Braille. It might be beneficial to produce individual cards without Braille. In the long run, cards should bridge the worlds of the blind/visually impaired and seeing communities.

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Survey & Interview: Results, Trends, and Insights

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SURVEY Results, Trends, and Insights

After the initial question of gender, questions were filtered to only show answers from female respondents. This is because females are our target market. Females are the target market because they (1) purchase 80% of all greeting cardsxxviii, (2) volunteer morexxix, and (3) since they volunteer more, they donate morexxx. Here, we can see that the three largest age groups are 18 – 24, 45- 54, and 25 – 34. These, roughly, represent three age groups and types of consumers: GenY, Boomers, and GenXxxxi. So far, we have three age groups of females to target. Our primary target will definitely

be the Boomers (45 – 54 year olds). This is because they represent 43% of total charitable giving. It gives them the upper hand on the GenYs; although the survey results show a larger percentage were GenYs (18 – 24 year olds). Instead, GenYs will be our second target because they are younger and have more money to spend on themselves, and therefore charitable giving, rather than having to spend it on raising family. This leads us to GenX our tertiary target. While they are represented in the survey as 25 – 34 year olds, we could also expand this age group to 35 – 44 year olds. They will likely be mothers who could instill the concept of charity into the child, or who may have a child with a visual impairment and would appreciate a braille greeting card.

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From the responses to these questions, we can conclude that our three females will be in the middle class to upper middle class, financially. Our largest group of female respondents works full-time, the second largest group consists of students, and the third largest group is working part-time. The last group may well be students also, but that cannot be accurately inferred from the data. This data gives us ideas on additional occasions to produce cards for, such as business cards, graduation cards, and friendship oriented cards.

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The majority of people who were surveyed purchase greeting cards for Mother’s Day, Birthdays, and Christmas. The majority of survey respondents receive greeting cards mainly for Christmas, birthdays, and Valentine’s Day. As we see here, the occasions of which respondents received and gave greeting cards were rather similar. Therefore, the differences are of importance. Mother’s Day cards are the second most popular cards to give away, but they are not even in the top three most commonly received. This suggests that the majority of our respondents are not mothers. Mother’s Day cards are, nevertheless, part of the top five most commonly received greeting cards; still making mothers eligible for being our tertiary audience for the braille greeting cards. A second important thing to notice is the prevalence of Thank You cards in the received question and the Graduation cards in the giving question. The first implies that our respondents know people who send Thank You cards. And if these people send Thank You cards, they likely believe it is important to show gratitude in a formal way and would appreciate receiving Thank You cards as well. This suggests that the Chicago Lighthouse should include blank Thank You cards as part of the braille greeting card catalogue. Similarly, our respondents’ purchases of Graduation cards show that they know people who are graduating. These respondents would likely be, but not limited to, GenYs. Graduations give us an additional occasion for greeting cards during the end of Q2 and Q3, constantly catering to the needs of the GenYs.

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SURVEY

Results, Trends, and Insights

Survey respondents prefer to spend between $3.01 and $4.00 on a greeting card. Most survey respondents would spend up to $5.00 on a greeting card if the proceeds were benefiting a good cause. Several respondents would spend up to $10.00 on one card as well. About half of survey respondents already contribute to a charity or a good cause. These findings are quite interesting because they show that our respondents change their price sensitivity when presented with the option of contributing to a charity. However, these responses are only hypothetical and do not necessarily entail that the respondents actually do contribute to a charity. This is evident in the final graph on whether or not the respondents contribute to a charity. Also, none of the respondents contribute to charities serving the blind and visually impaired. This gives us an advantage in seizing an untapped market. Though there is a slight disconnect between what people say they will do and their actual actions, the potential for adoption of giving behavior or purchasing cause-related items, such as braille greeting cards, is what we’re looking for. Cone Communications (ConeComm), a public relations and marketing agency with national leadership in Corporate Social Responsibility and cause related marketing, develop cause marketing and trends reports. In 2008, ConeComm reported that 79% of Americans would switch from one brand to another if the other brand were associated with a good causexxxii.

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SURVEY

Consumer Behavior data that correlates with our survey results

In 2012, 88% of Americans said they would buy a product with social and/or environmental benefits if they had the opportunity, but only 54% of Americans actually bought the cause-related itemsxxxiii. That is still more than half who kept their promise. People want to help charities. This correlates with our respondents being more willing, even though hypothetically, to purchase an item at a more flexible price point if proceeds go to a charity.

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SURVEY

Consumer Behavior data that correlates with our survey results (continued)

The holiday season (Q4) is when people are most apt to give to charitiesxxxiv. In ConeComm’s 2012 Holiday Trend Tracker report, 75% of the respondents wanted companies to tell them about the results of their purchase of cause-related holiday productsxxxv. This means that people are interested in knowing how their purchase of the product helped the charity and cause achieve their fundraising goal. This gives the Chicago Lighthouse the opportunity to get in touch with the consumers of their braille cards to thank them, show them the results, and, potentially, attract more donors and increase charitable giving by incorporating postage paid, optional, donation cards with the thank you letter. Also, in the Holiday Trend Tracker by ConeComm, consumers shared their most important reasons to why they would buy cause-related holiday productsxxxvi. If we look towards the third most important reason, we see that consumers have the belief that the person, or people, receiving the value of their contribution would appreciate the gift. Therefore, it would be important, as part of the thank you letter, to incorporate stories of people whom the consumers’ contribution is helping. This would likely increase chances of future contributions.

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SURVEY

Consumer Behavior data that correlates with our survey results (continued)

(Source: 2013 Cone Communications Social Impact Study)xxxvii

As we can see from the chart, the most important ways of communicating the cause and the brand message are on-product communication, through media and advertising, through the company’s website, and through mail. The most effective way of telling consumers about the product and the cause would be by having information about the cause, and the Chicago Lighthouse, either on the greeting cards, its packaging, or an unattached mini-card inside of the greeting card. The second most effective way would be through strategic placement of advertising for the Chicago Lighthouse and their braille greeting cards. The third most effective way would entail having clear, simple, distinct page for braille greeting cards on Chicago Lighthouse website, or separate mini-site with an “About” page on the Chicago Lighthouse. The latter option is more strongly suggested than the first, since it would allow the braille greeting cards a standalone brand. It allows for marketing the greeting cards as something other than a “charity greeting card”, while still providing information on the charity the cards support. The fourth most effective way allows for announcing braille greeting cards and offering donors a deal as early adopters of product through direct mail communication channel.

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SURVEY


Survey respondents, on average, have purchased between one and five greeting cards. Only a few individuals purchased above ten in the past year. There is only a difference of 3 respondents, or 5%, between those who purchase 1-5 greeting cards and those who purchase 6-10. This gives us an indication and leeway of how many cards to put in a bundle or even perhaps a monthly subscription packet. However, as we see in the graph to the left, the majority of our respondents prefer to purchase cards individually. This means that while our audiences certainly purchase multiple cards throughout the year, they only buy one card at a time, or per person. Although this does not correlate with the real sales numbers of the inBraille greeting cards, we need to use this to our advantage. By giving new customers the option of purchasing individual cards, either in

store or online, we can increase the likelihood of trial because it removes the pressure of commitment of having to buy a bundle; and therefore, the consequence of a non-purchase.

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SURVEY


Majority of survey respondents select a greeting card based significantly on the actual message inside. Even in the midst of the era of e-cards and social media, physical greeting cards are still preferred over the convenience and immediacy of online greeting cards. This finding, together with the most important characteristics of a greeting card, is discussed in the interview results and insights on page.

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SURVEY


Where do you purchase greeting cards from?

The top three places survey respondents purchase greeting cards from are Walgreens, Target, and Hallmark.

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TAKE AWAYS Survey Results, Trends, and Insights Target audience demographics They are female boomers, GenYs, and GenXs. These women are either working full-time, in school, or working part-time. Their financial status places them in the middle class to upper middle class. Preferences Physical greeting cards are still preferred and the majority of respondents prefer to purchase cards individually. Consumer behavior 88% of Americans said they would buy a product with social and/or environmental benefits, while 54% of Americans actually bought the cause-related items. Holiday season is when people are most apt to give to charities.

Consumers want to know the results of their contribution when purchasing cause-related holiday products.

Recommendations Offer new customers the option of purchasing individual cards.

Get in touch with the consumers to thank them, show them the results, and, potentially, attract more donors and increase charitable giving .

Involve the stories of people whom the consumers’ contribution is helping.

Communicate cause through on-product or on-package, through media and advertising, through the company’s website, and through mail. However, this might be reconsidered to incorporate in-package communication, instead, to avoid marketing the product as a “charity greeting card”.

Have clear, simple, distinct page for braille greeting cards on Chicago Lighthouse website, or separate mini-site.

Announce braille greeting cards and offer donors a deal as early adopters of product through direct mail communication.

Braille greeting cards should include blank Thank You cards as part of catalogue.

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INTERVIEW Results, Trends, and Insights The following interviews were conducted solely for the purposes of this research report, in order to gain insight on purchasing behaviors of greeting

cards. Each person surveyed covers a different demographic. All interviews are available for further consolidation i n the Appendix section at the end of this survey and interview report.

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INTERVIEW

Interview Section I

INTERVIEWEES Male - 21 - single - college student - part-time employee

Matt Serey

Female - 50 - part-time student - mother/wife - full-time employee Kelly Anderson

Female - 32 – full-time employee – wife

Sarah Hirn

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INTERVIEW

Interview Section I

MATT’S INTERVIEW What influences your purchasing decision when buying a greeting card? Honestly, I don’t spend much time purchasing greeting cards. I buy a pack and call it a day.

How significant is price when selecting a greeting card?

Something nice but cheap.

What are some design elements you look for in a greeting card? Clean, simple, and to the point. I usually prefer something that will appeal to any person I give it to.

What comes to mind when you hear the term, “Braille Greeting Card”?

I think of blindness, and I think that I have never heard of them.

Are you aware of Braille Greeting Cards? I am not, although I suppose they would exist and I am glad to hear that they do.

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INTERVIEW

Interview Section I

SARAH’S INTERVIEW What influences your purchasing decision when buying a greeting card?

The design and layout of the card is really important to me. I love scrapbooking and crafting, so I pay close attention to the details.

How significant is price when selecting a greeting card? If I like a card enough I will purchase it regardless of price.

What are some design elements you look for in a greeting card?

I really enjoy a card that you can tell took some time to create. Anything that catches me eye, really.

What comes to mind when you hear the term, “Braille Greeting Card”? I think of blindness, and how unfortunate it is that some people can’t see something as simple as a design on a card, and that they miss out on the

simple aesthetics of being able to see.

Are you aware of Braille Greeting Cards? I have a friend who is blind, actually, and I have purchased them before.

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INTERVIEW

Interview Section I

KELLY’S INTERVIEW What influences your purchasing decision when buying a greeting card?

I think the message inside is the main reason I decide to purchase a card. After all, that’s what you buy a card for.

How significant is price when selecting a greeting card? If the message is good and I can’t find any others that I like, price really doesn’t matter.

What are some design elements you look for in a greeting card?

Something simple, sleek, vibrant.

What comes to mind when you hear the term, “Braille Greeting Card”? I think I haven’t ever seen one. I think there is something beautiful about braille, it would be nice to see a card with braille.

Are you aware of Braille Greeting Cards?

I haven’t ever seen or heard of them, to be honest. I think it is a great idea, though.

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INTERVIEW

Interview Section II

JOSE SARKANY’S INTERVIEW INSIGHTS Jose is a student from Prague. He is blind.

We asked him some questions, in class, about being blind and his perception of greeting cards. Following are his responses.

He doesn’t buy greeting cards and prefers personal contact.

He likes to buy gifts instead of greeting cards.

He said that Braille helps for people that are completely blind, but technological advances are causing a decline in Braille literacy and use.

Braille helps him when purchasing and reading instructions for medicine and new products.

He said that we should find things that would use other senses like the touch, smell, taste, and hearing.

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INTERVIEW

Interview Section II

Juan Sirvent Economics Fordham Student.

Juan is from Spain. He helped in INSERTA, a program for blind people in Spain.

We told him about the idea of the greeting cards.

He said that we should focus more on the non-blind community by approaching them with a new type of cards.

Making a nice style/design that would position the greeting cards as unique and different from other cards.

He also said to partner with another company that could offer sound or smell for the greeting cards.

We asked him about what they should put as a message, Juan said as a charity and family community they should write things that show the love and need the consumers have of the greeting card receiver.

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INTERVIEW

Interview Section III – Interview I

Lindsey Zip code:

60605 Age:

20

Stores

While the respondent could easily name of Etsy, Wal-Mart, Target, and, later on, Shutterfly, she was slightly unaware whether Hallmark had an actual

store. This suggests that she might purchase Hallmark cards somewhere other than their official store.

Also, Etsy and Shutterfly, while very different, are online stores only. The first is more like an independent mall with little shops of handmade items. The latter is more of a photo developer store where customers can make customized items such as greeting cards, calendars, and photo books.

There are things we can learn from both stores when building a mini-site for the Braille greeting cards by the Chicago Lighthouse. We need to keep the online store and mini-site for the Braille greeting cards unique from the Chicago Lighthouse, allow for customization, and have clear navigation. Furthermore, the online store and mini-site have to become somewhat of accompanying brands to the Braille greeting cards, the way Etsy is to the

multiple shops that are part of the site.

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INTERVIEW Interview Section III – Interview I Reason why people buy greeting cards

These are the reasons the first respondent expressed on why people purchase greeting cards. The reasons she thought of lay on a spectrum and that was quite interesting. On one end, purchasing greeting cards for others is a loving gesture, it is

nostalgic and traditional and a nice thing to tag on to a gift. On the other end, it is an easy way out; something which she accompanied by saying, “[people] don't really know what to say, so they'll buy something so someone can say it for them”. The Braille greeting cards by the Chicago Lighthouse need to accommodate the first-mentioned end of the spectrum in order for the brand to stand out as valuable.

Message or Design?

“It depends on the situation. And who's getting the card. If it has a crappy design, I'm not even going to open it.

But if it has a good design and a crappy message, I'm not going to buy it. They both matter a lot. …The simpler the better, as far as how much is written.”

The respondent also commented on how there is a difference in what to give different generations. She explains that you could get away with giving something with a longer message to those who younger, but not to contemporaries. To those who are roughly in the same age range, you give simple messages because “then I’m like ‘okay, we’re acknowledging that we’re both at the age when we can write coherent messages to each other. So why are you giving me a novel that you didn't write?’”. Sometimes, she explains, you can get away with more gimmicks if the card is for a grandparent, since they would probably adore anything from their grandchildren. Her responses, definitely, pointed out a generational difference in card giving and what is deemed appropriate. The simpler the message and the design, probably, the better, since they allow the consumer to add their own personal touch to the greeting card. However, the design has to have an intriguing enough aesthetic to it, with which the incorporation of braille designs could help. The message has to hold the same essence as the design, because otherwise there is a dissonance that might put consumers off.

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INTERVIEW Interview Section III – Interview I After receiving a greeting card…

She also mentioned that she keeps folders from each year since middle school of old greeting cards and letters. Though, if she finds greeting cards

from someone she does not care particularly about, such as her orthodontist (an example she used), she would throw them away since saving greeting cards take up space. There are a couple of things we can extract from this.

First, the value of the greeting card very much depends on who the giver is and their relationship with the recipient. Secondly, The meaningful

greeting cards will have a long life cycle before they are thrown out.

Third, Pinterest could be a potential channel for showing different ways of displaying greeting cards in ones home, or creating albums, folders, and booklets of the most meaningful greeting cards. Lastly, greeting cards take up space. Therefore, it is great if, on one of the brand’s Pinterest boards, to have information on how to store greeting cards. It ties in with the former point. However, if we take it one step further and create a greeting card storage unit through the Chicago Lighthouse, that is one more source of revenue and one more way to increase job opportunities for the blind and

visually impaired.

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INTERVIEW Interview Section III – Interview I Is there any way to repurpose a greeting card?

This response relates to the responses under the previous question and reinforces the suggestion of The Chicago Lighthouse producing something in which the consumers can store the greeting cards they receive. When touching a greeting card… The respondent would like to feel a quality to the paper, although she cannot quite pinpoint how quality feels. She also mentions the difference in greeting card preference between generations, “if it's a kid, texture is awesome. I want to give them something with sparkles. You know, it's cool”. Although not in a negative manner, it appears she is using the word cool to refer to something juvenile. The respondent continues discussing types of paper in greeting cards, “I really hate the ones you open and it's got some tissue paper thing that's not really attached to it and it just kind of flops into it…You try to open it, and you can’t, and you end up tearing it because it's just a mess”. She is referring to greeting cards with vellum or cards with an extra blank page inside of the greeting card, shown in the images below. Vellum is a thinner, sheer, and almost transparent, type of paper used for decorations and crafting.

“If I reused them, I would have to cut them up or something. And I want to keep the message. I don't want to recycle/repurpose something

that means something to me.”

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INTERVIEW Interview Section III – Interview I

What if the card is for someone who cannot see? Her response to this spur of the moment question was, “get them a braille card?”. It shows that some of our potential consumers are aware of braille greeting cards in the market. This particular person does not know any blind or visually impaired people (apart from those who severely need glasses to see). When asked what type design, other than braille, to incorporate into the greeting cards, she explained that motion should be a key feature.

“Some sorts of detail, sort of grooves and, like, motion. I think motion would be important; motion that would kind of sweep across the card.” Current design elements in greeting cards

“I feel like cards are trying to be more trendy. But, either they're more expensive, and I don't really want to pay that much for it”

The respondent also expressed discontent with the limiting categories of greeting cards. She was trying to look for a birthday greeting card for a female friend and could only find humorous, raunchy friendship birthday cards or other relationships such as mother, daughter, grandmother/child, and lover. This suggests that the Chicago Lighthouse could, in the future, look into expanding the catalogue to not only feature the common holidays, but also everyday cards that work for platonic, non-explicit friendships.

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Choose an object(s), which reflects how you feel about greeting cards. Well, I think of a set. Just because cards are great, I think of tea and mugs, books, quill pens, ink, and the smell of old paper. And candles. And that's what I want. I’d want to light a candle and I’d obviously be drinking tea, because I’m always drinking tea. I like the old book smell. Greeting cards can be comforting. I love getting cards from people, especially the "just because” cards, ‘cause you don't expect them…I wasn't expecting cards [after surgery]. It was just really sweet and I still feel guilty I never wrote her [giver of unexpected greeting card] a thank you card. I meant to and then I never did. And I still feel horrible. So, the weight of not writing cards is on me. That’s how important they are to me and if I don’t do it, I feel sick about it. From this response, we can gather ideas for add-on products and supporting evidence for the need to include Thank You cards to the Braille greeting card catalogue. Examples of add-on products

• Scented candles for sub-branding the Braille greeting cards;

e.g. “Momma” vanilla-scented candles for Mother’s Day cards.

• Mugs with Braille messages on them

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Choose a word(s), which reflects how you feel about greeting cards.

As the respondent had already explained and described how greeting cards made her feel, she was not required to give formal reasons as to why she chose these particular words. However, these words help us greatly. We can use these words as part of the greeting card messages, the brand message, advertising, etc. By understanding the various adjectives our consumers use to describe their feelings towards certain products, we can

speak their language and connect to them more.

Following are other miscellaneous comments the respondent had regarding greeting cards (please see actual interview in appendix section, beginning on page 116, for more details):

• Kickstarter Gramr Gratitude • Paper should feel authentic • Pleasant-tasting envelopes • Stickers to seal letters and envelopes • Blank cards and Thank you cards are fine for bundling • Occasion specific greeting cards, such as birthday cards, are purchased individually because each person is different • Thoughts about who come up with designs and messages in greeting cards • Use of coupons to entice consumer to try a service; but does not pertain to luxury brands (which Braille greeting cards are)

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INTERVIEW Interview Section III – Interview II

Emily

Zip code: 60605 Age:

19 Stores

Price Chopper is a local store in Kansas City. The respondent goes on to say that the stores she goes to for greeting cards varies depending on the city she is in. However, she finds her greeting cards at “mostly Hallmark. Hallmark's headquarters are in Kansas City; they're all over the place. So,

it's just easier”. It seems the convenience of the store location is what matters to her.

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Continuing will be some excerpts from the second interview, together with insights.

Why do people buy greeting cards?

The respondent begins with two words; “etiquette” and “necessity”. She explains, “It's also a great way to not have to buy anything else.

Like, when somebody does something for you, you send a thank you note, a thank you card…It’s etiquette… They can be very sweet and sentimental. But it's kind of an easy way to be polite and express sentiment without actually having to do a whole lot”.

How to make cards more sentimental…

“It depends on the card you buy, number one. And then, I think it’s the certain things people write in them. You add notes if you are trying to be more than just like, "Here is what this card said. I signed my name, here's your card".

And if you send someone a card, Birthday or Christmas, it's not difficult. But some of the other…Not holidays, but other occasions in life...”

[Such as?]

“I mean, people won't send out get well soon cards as much, except if there are major injuries. Stuff like that. I think there is a section of cards called "thinking about you”…The major holidays are easy and everybody does that. But non-calendar cards...”

[Giving cards on non-calendar occasions is more special?]

“More so.”

What we can see here is that the respondent feels while greeting cards are a form of etiquette and a necessity, they can offer an emotional connection with the recipient without too much effort from the giver. However, the more effort put into the card, with for example extensive

messages, greeting cards become more valuable. Similarly to the previous interviewee, she explains that non-holiday cards, everyday cards and particularly “thinking about you cards” have more value. Long-term, we should include “just because” cards and “thinking about you” cards, as these

seem to have a more sentimental worth to our consumers.

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INTERVIEW Interview Section III – Interview II Message or Design?

“Sometimes, I pick things out because the design is funny. The front of the card is a character that the person I know likes.

And then the message doesn't have a particularly special value… But usually the message is most important, because I have definitely gotten cards, and picked out cards myself, where the design hasn’t been

totally something, but what it said was more. “ (Please see actual interview for particular examples)

Her response suggests that while she prefers the actual message, there is value to the design of the greeting card; especially, when the design or the image on the card strongly relates to the person she is finding a card for. This is interesting since our previous respondent explained that design is what will catch her eye, but the message is what determines her buying decision. She will not look at something with poor design, and will never buy a card with a boring message. Although a similar response, our second interviewee will ignore a bland or poor design if the message is strong

enough. And sometimes, she will ignore a weak or non-existent message for a character that reminds her of the recipient.

While the design and message are equally important, we need to understand that consumers might leave the ultimate decision of purchase to their perception of the message concept.

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After receiving a greeting card…

Consumers will keep something that has a continuous sentimental value, long after the initial giving. This further reinforces the idea of giving our consumers some place to store their received greeting cards. This respondent has keepsake boxes, little plastic boxes with drawers. She explains

that, “I go back and look at them [keepsake items] periodically when I’m getting nostalgic”. Here we see the use of nostalgia again.

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INTERVIEW Interview Section III – Interview II Is there any way to repurpose a greeting card? While she explains that she is not a particularly crafty person, her mother and her sister might be able to think of “Pinteresty things to do with the

cards”. This suggests that is definitely a channel worth looking into for visuals of the Braille greeting cards and things surrounding them; for example, the add-on products, or ways to craft cards, maybe even competitions to send in designs. When touching a greeting card… She explains that she has never given it much thought and, “I don't think I've had very many greeting cards that had varying feels. They’re all the kind of traditional card stock paper”. “The only thing I’ve ever had that was different was when I was leaving for college… The card was white. It was a handmade card and I think it was made out of recycled material. Maybe. But, it had a very homemade paper type feel… It was an almost scrapbook type thing in the way

that… it had more pieces of paper…”

[Like, cut out pieces layered on top of each other?] “Yes! I don't know what it was made of. But that had a very different feel to it.”

This could be a design element to consider when creating Braille cards, purposely for the blind or visually impaired. However, since the costs would

likely be higher, this might become a customizable feature through the online store.

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INTERVIEW Interview Section III – Interview II What if you were blind?

Shapes, and being able to discern the meaning of the card from the shapes, is quite important. And the respondent does not believe that cardstock

paper like the ones below, or glossy paper, would be a good option.

However, while cardstock paper would probably work, it has to have a particular shape on it; something that would protrude. Perhaps, embossments, such as with the birthday card, could be plausible? Glossy paper, since there is hardly any texture to it, would not be ideal for cards

intended for the blind or visually impaired.

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Current design elements in greeting cards

There are two things in particular our respondent commented on that stood out. First, the price point of certain cards; such as singing cards.

Secondly, juxtaposing design and messages.

While she enjoys singing cards, she finds that they are considerably more expensive; $6-$7. And even with the extra features, she finds that prices are too high for greeting cards. When asked what types of prices she did not like, her response was, “I find pretty much all prices annoying, ‘cause

it's a card. My mom and I like to shop for cards at the dollar store, because we're cheap like that. Plus it's also just a card, it doesn't take a whole lot of effort because it doesn’t have a whole lot of meaning... sometimes”.

However, when confronted with the notion of proceeds going to charity, “If I knew 100% that it was all going to the charity and I believed the charity

was doing something good, I'd probably be less annoyed in picking higher prices”. Although she also considers greeting cards, when it comes down to it, to be “just…paper”, she mentions something important. If you find the perfect card, a card that is linked to a memory shared between the two

people, the price is less of an issue. Therefore, a customizable, yet convenient, feature on the mini-site is that much more important.

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INTERVIEW Interview Section III – Interview II Choose an object(s), which reflects how you feel about greeting cards.

The respondent chose a “Welcome Home” mat. Here is her justification:

Nobody really pays a whole lot of attention to it. Though, it’s a nice sentiment and something you're kind of supposed to have in your house so people can wipe their feet.

It’s a nice gesture.

It's a very happy nostalgic thing, but it's also there to serve a specific etiquette purpose. It can have a special meaning to people when they see the welcome home mat, like,

"I'm home again!" and for some it's just like "no, this is where you wipe your feet".

A greeting card could either be something of a necessity, but which falls into the background, or it can have a particular meaning to the person and become an emotional piece to the moment or occasion. The brand essence of the Braille greeting cards should evoke the latter. The greeting cards

should be something that the recipients can proudly display in their homes. And just like with the various, unique doormats that are out on the market, the Braille greeting cards can be more than just an etiquette thing, they could become conversation pieces. And that could be a concept for

an ad.

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INTERVIEW Interview Section III – Interview II Choose a word(s), which reflects how you feel about greeting cards.

The respondent feels obligated because her mother gets upset when she does not send greeting cards. Her mother likes greeting cards.

But she doesn't write anything in them! She just signs, “Love Mom”! I mean, sometimes she'll go to the store and be really into finding the perfect card and sometimes she’ll be like,

“Okay, that one. Whatever. Bye”. I guess it depends on how rushed she is. I think she really likes them, but sometimes she's too busy to like them.

I think it's an age thing, sending cards.

And if it makes her feel better when I’m away from home, she'll send me a card. And it's nice, even though greeting cards do not always have huge meanings to them.

But I know they make her feel better. While obligation is a negatively charged word, if we could somehow use that feeling to positively encourage consumers to purchase the Braille greeting cards because it is a form of etiquette, and it helps a charity, why not? This could be a humorous concept for an ad. However, while still on the spectrum of obligation, if consumers could feel that the recipient was, instead, entitled to a luxury Braille card – that could make all the difference.

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INTERVIEW Interview Section III – Interview II Miscellaneous: E-cards versus physical greeting cards…

I think real cards have a lot more meaning. It's like when sending someone a letter rather than an email, it's nice.

People still will talk about what a treat it is to get a real letter. It's not something someone does anymore.

And greeting cards? I mean, we talked about touch…. And though I don't really think about it, they’re tangible.

The Internet is, obviously, so much more easier. It takes a little more effort to buy a card, address it, stamp it, and mail it than to type out an email.

But I don't think of those [e-cards] as greeting cards so much as I think of them as silly Internet videos you forward to people.

They’re “e-cards” but I don't think of them as cards, it's more just like, "look at this stupid thing". There is an overtone of nostalgia concerning the act of giving someone a handwritten note, letter, or greeting card. Nostalgia and a core of authenticity is something e-card cannot seem to replicate. This needs incorporation into the Braille greeting card brand concept.

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INTERVIEW

Interview Section IV – Emailed Responses

Questions Respondent 3 Respondent 4 Respondent 5 Zip code:

63368 Age:

43


57


47

1. Name 4 stores (online or regular) where you would buy greeting cards.

Target, Hallmark, Walgreens,

Walmart

Hallmark gold crown stores

Dollar Tree Price Chopper grocery

CVS

Dollar Tree, Walgreens,

Target, Hallmark

2. Why do you think people buy greeting cards?

To let people know they are thought about for a special day or occasion.

To find appropriate words for a specific occasion.

To stay in touch with out of

town family/friends. To acknowledge birthdays and

other events.

Their way of expressing

themselves through words that someone else

composed.

3. What’s more important; message or design? Why?

Message is most important. I really look at the words to see if it mirrors how I feel or speaks of the topic in a

way I would like to but had not thought to.

Design may be what draws me to the card first, but I'll put it down if the

message isn't there.

The message.

The message can be

expressed through the design but most times it's what's being conveyed in

words that mean something. If it lacks

enough meaning then I add my thoughts.

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INTERVIEW Interview Section IV – Emailed Responses

Questions Respondent 3 Respondent 4 Respondent 5 4. After receiving a greeting card, what do you do with it?

I display my cards for a week or so. Depending on the

occasion or the sentiment written inside, I will keep in a special box or throw away. Cards with special personal messages are always kept.

Save it.

I collect them.

5. Are there ways you could reuse a greeting card for a different purpose?

I'm not a particularly crafty person, so I have a hard time thinking out of the box on this one. One possibility may be a

keepsake box with card messages decoupaged on the

box.

Recycle paper, Turn into another greeting card

- especially Xmas pictures, Make into holiday garlands.

Never thought of it.

6. When touching a greeting card, what would you like to feel? (Textures, material, embossing, etc.?)

I prefer simple cards, although I do like some texture to it. I am not really drawn to large, ribboned cards with vellum

pages.

I HATE glitter. So, no glitter.

Texture.

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Questions Respondent 3 Respondent 4 Respondent 5

7. What are some design elements you’ve seen in greeting cards lately?

Ribbons and vellum. Cards with bookmarks. Glossy, protective sleeves for the

cards. Flowers for women, golf images for men.

Overlays, glitter, inside pop-ups, and music.

Bookmarks

Choose an object(s), which reflects how you feel about greeting cards.

Glass of water.

I love sending them but prices have gotten very high.

Flowers

Choose a word(s), which reflects how you feel about greeting cards.

Frustrating.

Nostalgic.

Encouraged

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Questions Respondent 3 Respondent 4 Respondent 5

Why did you choose that object(s) and that word(s)?

Glass of water is needed before I begin to eat, to help wash the food down. Can't think of eating without it. It's also hard to think of getting a present without first reading a

card, to prepare for the enjoyment of the present. Can

also be refreshing. :)

Frustrating because greeting cards do seem very necessary and often appropriate, but it's hard to find just the right one.

And I usually think about looking for one too late.

Sending actual paper greeting cards has become fairly rare.

It takes time to go through cards and see/read what

means to you. I love flowers and words can be

encouraging if the right card is chosen.

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TAKE AWAYS

Interview Results, Trends, and Insights

Design catches the eye, message makes her buy

Design elements: Consumers want clean, sleek, simple and vibrant design, but they want it to have quality; to look as if it took time to create it. Design is what catches the consumers’ attention, but the message is the factor that influences final buying decision. Price: If the buyer is emotionally motivated to purchase the greeting card and there is sentimental value attached to the greeting card, price is less of an issue. Braille is necessary for the blind and visually impaired when purchasing new products and reading instructions on medication. However, technology has created a substitute for Braille in many other circumstances. The use of multiple sensory details in design is good for the visually impaired. Partnerships are potential opportunities for adding sensory and other aesthetic details. Online store/ mini-site needs clear navigation. The mini-site should allow customer for customization. There is a difference between generations in giving greeting cards. Design and message need same essence. Dissonance between design and message will put consumers off from purchasing. The sentimental value of a greeting card depends on who the giver is and their relationship with the recipient. Cards with sentimental value are kept longer before thrown out. Pinterest is a potential channel for brand and product message communication. Storage and display is important. Long term recommendation – offer consumers a Chicago Lighthouse, or Braille greeting card keepsake box. This could also open opportunities for additional employment of the blind and visually impaired. Expand friendship categories in everyday cards.

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TAKE AWAYS Interview Results, Trends, and Insights (continued)

Design catches the eye, message makes her buy Unexpected, everyday greeting cards (“just because” cards) mean the most to the receiver. Add-on products, such as sub-branded scented candles and coffee mugs with Braille details and messages, could offer further revenue streams. Thank you cards are important. These cards should really be pushed. Cards are considered comforting, but also etiquette. Nostalgia and authenticity is exclusive to physical greeting cards. E-cards cannot replicate this. Nostalgia and authenticity need to have emphasis in Brand concept. Greeting cards should have enough space to let the consumers add their own message and make the cards personal. Interviewees feel it is difficult to find “the perfect card”.

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PART II: Strategy

81

Product Development: Current product assessment and Product redevelopment

82

Product Development

Current product assessment

Product Charity greeting cards with Braille messages and aesthetic influences of Braille in card designs. Braille is unique selling point. All cards contain Braille message. Packaging Prepared by blind and visually impaired. Includes envelopes. Wrap-around packaging holds Chicago Lighthouse and cause information, as well as artist’s information and thumbnail images of greeting card designs included in package. Categories

In your honor

In memory

Thinking of you

Happy Birthday

Congrats! Sympathy Thank You

Hugs and Kisses

Tikkun Olam (Repair the World)

Price Original price: $15 for bundle of 6 cards and $3 for individual cards New price after Tikkun Olam: $15-$22 for bundle of 6 cards and $4 for individual cards Distribution The Chicago Lighthouse Tools For Living retail stores: Chicago, Glenview. Chicago Lighthouse convenience store: MOR Store at Chicago location Online: Tools for Living Online store Promotion The Chicago Lighthouse website In-store (Tools for Living Retail Store and MOR convenience store) Newsletter (through The Chicago Lighthouse website)

83

Product Development Product redevelopment Product (see details on page 84-89) Luxury greeting cards with option to include Braille. All bundles contain Braille, all individual have no Braille. Customization through mini-site. Categories Everyday: Thinking of You, Thank You, Congratulations, Sympathy Occasion: Birthday, Valentine’s Day, Mother’s Day, Christmas Price (see details on 109-113) Everyday: $25 for bundle of 5 card Occasion: $7 for individual cards Distribution Physical: The Chicago Lighthouse Tools for Living retail store, The Chicago Lighthouse MOR convenience Store, and Glenview location Online: Standalone greeting card mini-site, with link to the mini-site through The Chicago Lighthouse website also. Packaging (see details on page 84-89)

Our ideas for packaging include twine string wrapped around the bulk of cards with a note card on the front explaining the contents, the brand name and message, and thumbnail examples of the cards contained inside. The packaging is an additional aesthetic feature to the greeting cards themselves. The packaging will have an aesthetically pleasing design on the front and a message on the inside.

Promotion (Please see Communication Strategy section, on page: 84) Online: The Chicago Lighthouse Website – Landing page, on-site news updates, and newsletters The Greeting Card mini-site – standalone website for sales, information, customer service, and community for the greeting cards Social Media – Facebook, Twitter, and Pinterest Direct-Mail: Physical and E-mail Physical: The Chicago Lighthouse Tools for Living retail store, MOR convenience store, and lifestyle magazine inserts. Post-Achieving Of Short-Term Goals (In-store): Walgreens, CVS, and Barnes & Noble.

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84

Product Development

Description of Product and pricing strategy Product Currently, the inBraille cards are sold in a bundle of 6 occasion cards with different designs, as well as individually. All cards contain Braille. This is a unique selling point for the inBraille greeting card, but there are certain things we would like to do differently. First, occasion cards will no longer be bundled. Instead, we will sell bundles of everyday cards, such as Thank You, Sympathy, and Congratulations. These bundles will all contain Braille messages. Secondly, all occasion cards will only be sold individually and they will no longer contain Braille messages. Instead, those who want to bundle these, as well as add Braille messages, will have to go online and order a custom bundle. Consumers buy everyday cards, such as Thank You cards, in bulk. Conversely, consumers do not purchase occasion cards in bulk. According to our research, consumers would rather purchase individual seasonal, and occasion, greeting cards for specific recipients. Furthermore, by limiting the amount of cards that have Braille in the standard catalogue, we make the Braille feature more special and an even stronger unique selling point. Thirdly, all cards and bundles will have the option of customization through the mini-site. That means, customers can order mix-and-match bundles with Braille and without, individual cards with Braille and even a special message. These types of cards will be premium cards and, because of extra costs in production, the price of the customized cards will be higher, particularly those with added Braille messages. This will reduce production costs by reducing the amount of Braille printed. Price From a selling standpoint, an individual card can sell at a higher price point than the price point of each card in a bulk pack, adding to the incentive of purchasing the bulk.

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Product Development

Rebranding

Positioning Braille cards, for blind people. “Charity greeting cards” Message “…the cards are intended to be read and enjoyed by everyone - those who can see and those who cannot” On-package brand and cause communication The brand message is part of the product packaging. The information on the artist is on the back of each card.

REBRANDING INTO Positioning Heartfelt, luxury greeting cards with unique Braille features with proceeds helping the blind and visually impaired Message Luminous Greeting Cards by The Chicago Lighthouse are a thoughtful and aesthetically pleasing way to touch those you care about, whether you can see them or not.

In-card brand and cause communication The brand message is inside each greeting card. The information on the artist will move to the Luminous Greeting Cards mini-site.

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Product Development

Brand positioning

LUMINOUS GREETING CARDS Synonyms: shining, bright, brilliant, radiant, dazzling, glowing, gleaming, scintillating, lustrous, luminescent, phosphorescent, fluorescent, incandescent.

WHY THE NAME? Theme of lighthouse → light in the dark, hope… The Luminous name represents hope. We feel that ‘Luminous Greeting Cards’ is a creative and engaging sub-brand name that holds true to the mission of the Chicago Lighthouse. The word ‘luminous’ brings to mind a number of things: shining, bright, brilliant, radiant, dazzling, glowing, gleaming, lustrous. But more importantly, in relation to the overarching theme and goal of The Chicago Lighthouse, ‘luminous’ exemplifies their efforts in a creative way. In some ways, one could conclude that the Chicago Lighthouse provides a sense of vision to those who are visually blind or impaired, lighting a pathway to a better life. Playing off the verbiage and intentions of the word, ‘Luminous’ Greeting Cards will light up a pathway and person’s life, provide a sense of vision, and better not only the lives of those who are blind or visually impaired, but everyone who engages with them. The word Luminous is also quite popular among products targeted towards women, and particularly women such as Rose mentioned in our Audience and Consumer Behavior section. For example, within their Regenerist product line, Olay has a “tone perfecting cream” called Regenerist Luminous. Another example and variation of the word Luminous is the Finish make-up brand Lumene. One of the featured products on their site is a “time freezing” CC cream, suggesting that the brand also caters to our primary audience.

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Product Development

Brand positioning (continued)

While this might initially seem as an additional layer of competition that the Luminous brand has to break through, it is to our advantage. By having the word Luminous as the headline of our brand name, we are creating an association for our primary target audience. It adds familiarity and a sense that the product is for her. Beyond this, the Luminous word evokes feelings of luxurious sights and quality. Having brands such as Olay use the word Luminous further proves that point. Other women who do not use products, or know about products, containing the word Luminous will not have that association. Our goal with these types of women is to simply position the Luminous brand as luxurious and genuine. In-card brand and cause communication Whereas the InBraille card had communication on the packaging and, according to our research, this is an effective way of communicating the cause related message; we moved this communication to inside of each card. The reason for this? So that we can avoid marketing these greeting cards as “charity greeting cards”. This way we are still including information about the cause and the Chicago Lighthouse at the buyers’ and recipients’ discretion. As shown in this diagram, all Luminous Greeting Cards will include a note, attached to the card by a piece of string, from the Chicago Lighthouse outlining its efforts and informing the receiver of the charitable contribution consumers make when choosing to purchase a Luminous Greeting Card. A possible message “This beautiful, hand-designed card was packaged by those who are blind or visually impaired. Proceeds of Luminous Greeting Cards directly contribute to the creation and sustainability of jobs and services at the Chicago Lighthouse.”

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Branding

Brand essence – mood board

Mood Board

89

Branding Brand essence – branding map

Branding Map This branding map shows the core of the Luminous Greeting Cards. We want to trigger the senses of our consumers every time they pick up Luminous Greeting Cards or hear the word Luminous. We want their associations with the word Luminous to relate back to the brand and allow them to image these different qualities. These qualities can, additionally, offer concept bases for TV commercials to further enhance the relation between quality, senses, and brand salience. However, TV ads not part of our short-term goals.

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Audience & Consumer: Personas and Behavior

91

Audience

Target Audience Personas Woman 1 – “Boomers” (W45-54)

This is Rose; she is a mother, grandmother, and wife. She lives in a wealthy rural area on a ranch near the outskirts of town. Rose is 65 years old. She is a happily married mother of three and grandmother of six. Rose is retired and spends most of her days tending the horses and her rambunctious grandchildren as they visit often. Her hobbies include reading, cooking, and a newfound interest in landscape photography. As a conservative, she believes in strong, faith-based family values, and holds family as extremely important. She often writes handwritten letters to her grandchildren and enjoys greeting cards with classic designs.

Her children and grandchildren convinced her to get a Facebook account, with which she connects to her family and keeps updated with pictures of her family and her landscape painting. However, she prefers letters and phone calls as she feels they are more personal. Rose is a firm believer in sending greeting cards and Thank you cards as a form of etiquette. Most of Rose´s friends come over to visit during their weekly book club. Woman 2 – “GenY” (W18-24)

This is Amanda; she is a daughter, a friend, a sister, and a girlfriend. She is 21 years old, lives in the South Loop of Chicago, and just recently entered a new relationship. Two of her closest friends are single. Amanda is currently in college studying graphic design and holds a part-time job at Barnes & Noble. She loves to read and draw. She loves to leave little handwritten notes for her friends, family, and boyfriend. Amanda frequently shops at Etsy, because she loves unique and handmade items. When it comes to design, Amanda likes simple, classic designs with warm, but short messages. She enjoys cards with plenty of space for her to write her own heartfelt, personal messages.

Amanda has a Facebook page, a Pinterest account, and an Instagram account. Her Facebook account is not as updated as her Instagram account, though. She uses Facebook to connect with people from her past and Instagram to document her present and keep up to date with what her friends and family are up to. She uses Pinterest to find new ideas for outfits and quotes to inspire her art. She has a wall of inspiration in her city apartment.

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92

Audience

Target Audience Personas (continued) Woman 3 – “GenX” (W25-44)

This is Michelle. She is 34 years old; she is a mother, a daughter, a friend, and a wife. She is also, currently, a stay-at-home mother of three; two boys, twins at the age of 9, and one girl, age 3. Michelle has a background in Marketing. She lives in the affluent suburbs not far from the city center. Her hobbies include traveling, yoga, gardening, writing and reading, and mothering her three little ones. Michelle is a member of her community’s health and wellness initiative and actively participates in improving the health of those around her. She practices recycling and often reuses many every-day items to save a few dollars, not to mention the environment. Michelle gives to a couple of charities; one of them bettering the lives of neglected animals. Her household has two pets; a cat and a dog. She tries to instill values of caring for people in need, and treating animals well, into her children. Michelle tries to volunteer at least 3 times a week at animal

shelters while her older children are at school and her husband is available to take of their youngest. Apart from volunteering to help animals, Michelle and her family help out at soup kitchens around Thanksgiving. Michelle also enjoys photography and has a blog to promote her images, to post about healthy family lifestyles, and stories about her everyday life. Apart from on her website, she posts her images on Facebook. Michelle has a Twitter to promote her blog and to follow celebrities she admires. She uses Pinterest for new yoga poses and outfits, as well as inspirations for crafty designs and stylish decorations around the house.

Target Audience While all three of these women are part of our core audiences and potential consumers, we believe it is most lucrative to target women like Rose at this stage. As explained in the survey results section, on page 114, this type of woman is most likely to donate the highest amount to charities. While we are not marketing our greeting cards as “charity greeting cards”, this might still be an attractive reason to buy for women like Rose. Also, since she firmly believes in sending greeting cards and thank you notes, this provides us with even more reason to focus most of our marketing efforts on this type of woman.

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93

Consumer Behavior Target Audience Purchasing Motivations Following is a look into the factors that drive the purchases of greeting card consumers.

Motivation Factors Analysis Factors Action

Motivations to look for greeting cards

Reasons to buy

Decision

Influencers

Purchase experience

• Staying in touch • Connecting with family and

friends • Obligatory • Feeling of nostalgia • Necessity • Etiquette • Letting someone know they’re

thought of

• Design or message reminds giver of receiver

• Aesthetically pleasing design

• Creative, heartfelt message

• Special occasion

• Completes a gift

• Price of card • Price of

competitors’ cards

• Charity • Message in

harmony with design

• Ease of purchase • Uniqueness • Quality

• Ease of purchase • Receiver’s reaction • Options for

customization

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Strategy: Communication and Media

95

Communication Strategy

Media Channels and Reasoning

Online Physical Direct Channel Reasoning Channel Reasoning Channel Reasoning

Although Facebook is slowly becoming a dying social media channel, it is still ideal for reaching groups of late adopters (people, like Rose, who were reluctant to join the network until much later). This channel will be used for communicating directly with consumers and fans through a Luminous Greeting Cards brand page.

Tools for

Living Retail Store

And the

MOR convenience

Store

Since we already communicate the inBraille brand and products through these Chicago Lighthouse stores, we can transition into communicating and displaying the Luminous Greeting Cards in lieu of the inBraille cards. This also allows us to target the current customers of the inBraille greeting cards, at virtually no additional cost.

Mail

To target donors and those already affiliated with the Chicago Lighthouse and the inBraille greeting cards. By using physical mail, we are targeting the older generation, specifically.

Twitter will be our communication point with the greeting card industry. Whereas Facebook and Pinterest are part of our pull strategies, Twitter is all about connecting with other industry professionals, businesses, and tastemakers.

E-mail To target donors and those already affiliated with the Chicago Lighthouse and the inBraille greeting cards. By using e-mail, we are targeting those who might be more comfortable with technology and would be more inclined to access the Luminous Greeting Cards’ mini-site. If we add a link to the mini-site, we can directly measure the success rate of this call to action.

96

Communication Strategy

Media Channels and Reasoning (continued)

Online

Channel Reasoning

The

Chicago Lighthouse

website

* See reason for communication through Tools for Living retail store.

Pinterest is a visual social media channel and is prominently used for boards covering fashion, quotes, designs, craft ideas, and do-it-yourself (D.I.Y) instructions. Women are the main users of Pinterest. This channel will allow us to visually communicate greeting card design ideas and announce new releases of cards and add-on products, as well as a collection of inspiring images, quotes, and tips that our customers are sure to enjoy. We could also add design contests with the winner’s designs being added to the next batch of greeting card designs. This adds an interactivity and communication between brand and consumer.

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Social Media Strategy Facebook

Here are some ways an intern can engage with consumers through Facebook: - Reply to comments individuals make - Consistently update page content - Ask individuals questions to create conversation - Post new product designs - Link to other ‘Luminous’ social-media accounts

Facebook engagement will broaden a customer base not only by reaching the target audience, but also by

reaching friends of the target audience. Goal: 100

There are a number of creative ways an intern could utilize Facebook more than the average engagement of posts and comments. For example, we suggest that Luminous run a ‘design suggestion’ contest, in which

users would submit their creative design ideas that could be used in creating new card concepts. This could be ran on all social-media platforms.

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Social Media Strategy Pinterest

Here are some ways an intern can engage with consumers through Pinterest: - Update the design board - Update and collect for other miscellaneous boards

such as design, home decor, travel, fashion, quotes, books, online magazines, cooking, crafting, art, and photography

Pinterest engagement will broaden a customer base not only by reaching the target audience, but by

reaching followers of the target audience. Goal: 50 fo l lowers

We suggest that, in combination with other social-media platforms, Luminous run a “design suggestion’ contest, in which users would submit their creative design ideas that could be used in creating new card concepts for the following season. A winner

could be selected and given a discount code capable of being used on the ‘Luminous Greeting Cards’ website. The winner could also be featured on the site in

addition to the other social-media platforms.

Social Media Strategy Twitter

Here are some ways an intern can engage with consumers and trade members through Twitter: - Follow relevant trade members - Commenting - Posting relevant news and links to blog posts - Conversing with trade - Following designers and magazines - Announce news regarding Luminous

We suggest that, in combination with other social-media platforms, Luminous run a “design suggestion’ contest, in which users would submit their creative design ideas that could be used in creating new card concepts for the following season. A winner

could be selected and given a discount code capable of being used on the ‘Luminous Greeting Cards’ website. The winner could also be featured on the site in

addition to the other social-media platforms.

Twitter engagement will broaden a customer base not only by reaching the target audience, but also by reaching followers of the target audience.

Goal: 150 fo l lowers

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Social Media Strategy

‘Luminous’ Website

The online mini-site should be simply designed. It should contain a Products page, About Us page, Customer Service page, and a Login page for members.

The Products page should obviously contain the catalogue of various greeting cards and any other add-on products such as the ones mentioned in the interview section of this report. The About Us page should offer a link to the Chicago Lighthouse website, historical background to the organization, information on where the consumers’ contributions are going, a brand backstory, description of the unique Braille feature in the bundles, and a donation option. The Customer Service page has to offer support for the site, returns in case the product was not satisfactory or was faulty, suggestions to improve the brand or the product, comments, and a FAQ section. The final Login page for members should at least include the consumer’s information, past orders, product suggestions based on previous purchases, and order tracking.

Lastly, the mini-site needs to include a cart and item counter, search tool, and social media widgets/links in the navigation bar.

Search Engine Optimization:

Using these keywords within the site will drive traffic to the site by optimizing search-engine results.

Consumers who use these keywords to search will be able to better find the Luminous website.

Braille Greeting Cards Charity Greeting Cards

Charity Luxury Greeting Cards Holiday Greeting Cards

Sympathy Greeting Cards Occasional Greeting Cards

Greeting Cards Birthday

Christmas Valentine’s Day

Thank You Mother’s Day

Congratulations Nostalgia

Graduation Wedding

Engagement Bachelor

Easter Thinking Of You

Vintage Luminous

Luminous Greeting Cards The Chicago Lighthouse

Lighthouse

100

Media Strategy

Our Ad idea

This simple visual is what consumers will find on the back of each Luminous Greeting card. However, this is also our ad, which we will use as part of our media strategy. This clear, simple aesthetic allows for recognition once the consumer picks up the product. The only difference between the ad and the official back of the Luminous Greeting Cards will be the incorporation of a link to the mini-site and social media widgets to allow for interactive communication and a call to action, which can be measured.

101

Media Strategy

Schedule

Social Media Timeline We suggest that by implementing social-media engagement during Quarter One, Two, and Four, Luminous Greeting Cards will be successful in driving consumers to make product purchases. Specifically, we suggest the heaviest engagement begin toward the beginning of Q4, in early October, to the middle of February, to drive success in the most profitable part of the year, the Holiday Season. This will also drive revenue for Valentine’s Day, one of the most relevant times of the year to send and receive greeting cards, according to survey respondents. Furthermore, we suggest engaging consumers through social media heavily during the early Spring months; this will allow for a successful Q2, specifically around Mother’s and Father’s day. We suggest limiting social-media spending in Q3 as this period lacks the necessary occasions for which consumers would purchase Luminous Greeting Cards.

103

Media Strategy

Schedule (continued)

Direct Mailing Timeline We suggest The Chicago Lighthouse begin collecting mailing addresses, if they haven’t already, from donors and people who engage with the organization. This will allow for the implementation of direct-mailing engagement to these individuals, alerting them of new Luminous Greeting Cards promotions and designs. Specifically, we suggest direct mail be sent out five times a year, heaviest in Q4 to drive revenue during the Holiday Season. The other two occasions mail should be sent out: once during Q1 - mid January - in time for Valentine’s Day; once during Q2 - mid April -, in time for Mother’s Day. Emailing Timeline We suggest that emailing should take place three times each quarter. One email to The Chicago Lighthouse donors and individuals who engage with the organization per month will be sufficient in driving profits. We feel that many companies and organizations abuse email and bombard consumers; Luminous Greeting Cards emailing will create a sense of urgency, as people won’t receive special offers or updates via email more than twelve times a year. Website Launch Ideally, we suggest The Chicago Lighthouse launch the Luminous Greeting Cards website as soon as possible; by launching the website right away, marketing efforts would not only drive consumers to the Chicago Lighthouse Stores, but to the website for online ordering as well.

103

Media Strategy

Direct Mail

Email With your Database of customers that already purchase the InBraille greeting cards, we can introduce the rebranding of the greeting cards and the introduction of the overall Luminous Greeting Cards. The cost would be paying for labor costs of email sender. Send: 500 Direct Mail With direct mail looking at the prices of paper, enveloped, stamps, and then divided by the amount of people that we are mailing it too. Send: 100

104

Media Strategy

Measuring success The measurement strategies we are using ultimately lead into a conversation rate from the call to action. Meaning, if we ask our consumers, through an email, to click on a link leading them to mini-site, that’s the call to action. Out of the number of people we asked, the people who actually click the link or do what we ask them, represent the conversion rate. The success of this plan, and its individual components, will be measured according to the following, Sales We will measure the ROI of the actual sales numbers against the ROI of the goal and estimates. Online The online strategies are in place in order to build relationships with consumers and the trade to encourage them (particularly followers) to visit the minisite. The way we can measure the success of this strategy is by analyzing which social channels (between Twitter and Facebook) has the highest conversion rate. Through evaluating this we can (1) understand which channel deserves continuous effort, (2) which channel to decrease the amount of effort put towards it, (3) which site is best for leading people to the mini-site. The measurement for Pinterest is slightly different. The focus of this strategy is to create a forum for the consumers to engage with the brand concept of Luminous Greeting Cards (please see pages 88-9). As we can see in the job specifications of the intern on page 113, the different boards will contain visuals relating to the brand essence and other things our consumers might enjoy. We can measure the success of each board by evaluating the number of likes and followers for each. Continous efforts will be put towards the boards with the highest number of likes and followers. Direct Email Conversion rate of the call to action Mail Conversion rate of the call to action

105

Media Strategy Direct Mail (Physical) Costs Here are examples of costs that could be involved with sending physical mail. These are just estimates and we trust that The Chicago Lighthouse has a better understanding of how much it would cost for them to mail things (with charity discounts). These numbers are not explicitly included in the budget section when calculating return on investment and return on consumer investment. Pr ice of stampsxli i First Class Letters (1 oz.) will increase by three cents to $0.49 from $0.46.

o Each additional ounce will cost an extra $0.21 (up one cent from 2013). First Class Flats (1 oz.) will increase by six cents to $0.98 from $0.92.

o Each additional ounce will cost an extra $0.21 (up one cent from 2013). Postcard rates will increase by one cent to $0.34 from $0.33.

Pr ice of paper Brand Website Quantity Size Price Copy Paper Office Depot

Officedepot.com 5 reams / 500 Sheets per ream

Paper 8 1/2" x 11" $ 27.29

Copy Paper Staples Staples.com 500 Sheets Paper 8 1/2” x 11” $ 6.49 Copy Paper Costco Costco.com 10 reams/ 5,000 Sheets Paper 8 1/2” x 11” $ 33.99

Pr ice of paper Brand Website Quantity Size Price Office Max Officemax.com 500/Box 3 5/8” x 6 1/2” $ 10.99 Staples Staples.com 500/Box 4 1/8” x 9 1/2” $ 14.89 ------------ Envelopesexpress.com 11/8” x 3 1/2 Options list in the

image above

106

Budget: Costs and Return on Investment (ROI)

107

Budget Current ROI inBraille (based on Valentine’s Day sales) ROI 13.4%

Revenue: $3,357 Cost: $1,572.99 Profit: $1,784.01

This is the current return on investment for the inBraille greeting cards. These numbers are based on the Valentine’s Day card sales (before Tikkun Olam). Potent ia l ROI Luminous Greeting Cards (details on costs can be found on page 107) ROI 15.9%

Revenue: $16,000 Cost: $7,410.25 Profit: $8,589.75

This is the estimate potential return on investment for the Luminous Greeting Cards. The numbers used to calculate the ROI, as well as the formula, can be found in the budget details section. With the use of our marketing plan and product redevelopment suggestions, The Chicago Lighthouse can increase their ROI with at least 2.5%, if not more. Also, in the budget details section, we have given another scenario for ROI; a higher ROI, but a lower marketing budget. We recommend going after the ROI stated on this page to allow for maximum marketing efforts under a reasonable budget.

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Budget

Details inBraille Costs (Average, and rounded to nearest cent, based on data from Valentine’s Day cardsand Tikkun Olam) Printing (Avg. based on Valentine’s and Tikkun) Total printing costs $1.4 + $0.914 =

$2.314 Average printing costs $2.314 / 2 = $1.16

Labor costs single cards $0.18 Labor costs bundle cards $1.08 Individual cards costs $1.16 + $0.18 = $1.34 (Avg. printing)

(Avg. labor for individual cards) (Avg. production cost for individual cards)

Bundle costs $1.16 + $1.08 = $2.24 (Avg. printing)

(Avg. labor for individual cards) (Avg. production cost for individual cards)

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Budget

Details Luminous Greeting Cards Cost for bundle of twine Bakers Twine: $2.99/ 15 yards Cost for roll of string May Arts Ribbon, Gold Satin String: $16.64/ 100 yards Cost for paper (for mini cards) 8 ½” x 11” Staples® Card Stock, 250 pages/pack: $15.29 Cost per page $15.29/ 250 = $0.061

Price points Bundle of 5 greeting cards (with Braille) $25 Individual cards (without Braille) $7

Sales target goal Bundles 500 Individual cards 500

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Budget

Details Cost: 500 bundles 500 indiv idual cards

Print + Labor $2.24 x 500 = $1120

$1.34 x 500 = $670

Braille $275/ die (one phrase, ie. Thank You)

Twine 25 bundles of twine x $2.99 = $74.75 (We need 26 inches per greeting card bundle. There are 540 inches per bundle of twine. For 500 bundles, we need 13,000 inches. We need 25 bundles of twine.)

Minicards $0.061 x 300 pages = $18.3 (We need 3000 mini cards: 2500 for inside each card in the bundles + 500 on each front of the bundles, we can fit 10 mini cards onto one sheet of paper)

$0.061 x 50 = $3.05

String for the minicards

2500 inner minicards / 225 strings = 11.11 = 12 roll (Each roll of strings holds 3,600 inches and can give us 225 strings, of 16 inches, for the bundle packaging.) 12 balls x $16.61 (per roll) = $199.32

500 inner mini cards / 225 card strings = 3 rounded $16.61 x 3 = $49.83

Costs $1687.37 $722.88

Total costs of bundles and individual cards combined

$2,410.25

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Budget

ROI Breakeven (rounded up) Bundles: $1687.37 / $25 = 70 cards = 70 customers Individual: $722.88/ $7 = 104 cards = 104 customers ROI formula Gain from Investment – Cost of Investment Cost of Investment ROI (without marketing costs) 500 bundles x $25 = $12,500 500 individual cards x $7 = $3,500 Total revenue = $16,000 Total costs = $2,410.25 Total profit = $13,589.75 $13,589.75 - $2,410.25 = 4.63 = 463% $2,410.25

ROI (with suggested marketing costs) 500 bundles x $25 = $12,500 500 individual cards x $7 = $3,500 Total revenue = $16,000 Total cost of production = $2,410.25 Total marketing costs = $5,000 Total costs = $7,410.25 Total profit = $8,589.75 $8,589.75 - $7,410.25= 0.159 = 15.9% $7,410.25

ROI (with alternate marketing costs) 500 bundles x $25 = $12,500 500 individual cards x $7 = $3,500 Total revenue = $16,000 Total cost of production = $2,410.25 Total marketing costs = $4,800 Total costs = $7,210.25 Total profit = $13,589.75 $8789.75 - $7,210.25= 0.219 = 21.9% $7,210.25

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Budget

Marketing costs details Social Media Intern Wage (if any) $8.25 (minimum) x 10 hrs per week = $82.5 To keep interns for 20 weeks: $1,650 Remaining in budget: $3,350

Job specifications: Facebook Replying, updating content, asking questions to engage audience, posting information on contests, linking to twitter and pinterest Twitter Following relevant trade members, commenting, posting relevant news, links to blog posts, conversation with trade, following designers and magazines, to announce news regarding Luminous…. Pinterest Update design board, update, and collect for other miscellaneous boards such as design, home décor, travel, fashion, quotes, books, online magazines, cooking, crafting, art/photography.

Website through GoDaddy.com (E-Ccommerce) Deluxe: $199.99/month 12 months: $2,399.88 Remaining in budget: $950.12 Remaining $950.12 in budget will go towards stamps, envelopes for the direct mailing, as well as any increase in labor costs for the blind and visually impaired (due to direct mailing labor and packaging).

1139

Goals

Short term and Long term

Short term Long Term

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(This page is left intentionally blank. The Appendix is next.)

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Appendix: Survey / Interview / Brand Aesthetics / Alternate Media Considerations

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Interviews

117

INTERVIEW #1 In person LINDSEY Zip code:

60605 Age:

20

PART ONE 1. Name 4 stores (online or regular) where you would buy greeting cards. I buy them at Target, Hallmark…Oh my gosh, is that a store? Hallmark? [Yes, it is.] Yeah, okay, Hallmark, Walgreens, and Etsy. 2. Why do you think people buy greeting cards? Well, it depends if we're talking about letters or greeting cards. Greeting cards are traditional for birthdays, special occasions, and events. And one, it could be an easy way out. They don't really know what to say, so they'll buy something so someone can say it for them. Or they see it as a loving gesture, just a nice little thing to tag on to a gift. Or (letter) writing in general, I think we see it as a link to something in the past. It's nostalgic. People like to do it. 3. What’s more important; message or design? Why? It depends on the situation. And who's getting the card. If it has a crappy design, I'm not even going to open it. But if it has a good design and a crappy message, I'm not going to buy it. They both matter a lot. Usually the best designs have the least amount written. So, I kind of like when greeting cards have a great design and I can write my own things. The crappy designs usually have the "Okay this message, whatever. I'll just sign my name". It kind of depends on the occasion. But it has to look cute for me to look at it; unless I see a super awesome catch phrase, which is really rare.

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[When it comes to the message, what makes you go "Okay, I’m going to buy this card”?] Well, again it depends; on who it's for, the occasion... Usually, the simpler the better, as far as how much is written. Sometimes it's like “great design and the message seems really cute!”, then one line is just really stupid and I’m like “well, I can't buy this ‘cause it doesn't even make sense anymore”. I think simple is good. But then, growing up, my grandparents would always, well they still do, buy me the ones that are like "granddaughter...happy birthday" on each page. You know, the ones where each page folds out like in an accordion card. It's got all of the columns of this, "the granddaughter that is beautiful and smart and kind", and it's just a lot of text. But those mean a lot, because that’s what my grandparents buy. I don't buy those for other people. I might. For kids, little kids, the longer the message...usually it's good for little kids; some poem or something. But the older they are, the weirder I feel about giving a long messaged card. ‘Cause then I’m like “Okay, we’re acknowledging that we’re both at the age when we can write coherent messages to each other. So why are you giving a me novel that you didn't write?”. [So, is there a difference in greeting card giving between generations?] Definitely. 4. After receiving a greeting card, what do you do with it? I keep them. I keep all of them. I throw away the envelope. [Where do you keep the greeting cards?] It depends. If it's a birthday card, I usually keep them. It also depends on where I am. If I'm at home home, then we put birthday cards along the sink. Like, on a windowsill above the sink in the kitchen. We have them there a couple weeks from the birthday. Christmas cards go up on our magnetic chalkboard in our kitchen. Unless, you know, we get rid of Christmas cards we don't really care about. But if we like them, they go up on our board. And then after the appropriate holiday season goes away…If it's just one or two random "I love you" or "thinking of you”, I'll set it up on my desk somewhere. Put it on my corkboard. Or if I’m not going to put it on my desk, I have a folder for each year and each school year. So, I have cards…Like, I've got one for this year, I have one for each year of college and each year of high school. So all the cards I get during that year go into a folder, or a box, a shoebox.

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I've got stuff from middle school. Yeah, I have cards from, like, sixth grade. I know my mom has more. I love to read them, they're memories. I keep everything. I like to go back and read them, especially birthday cards from different people. Although, I do go back every few years to look at them again and if I don't remember who the person is or why I was given the card, I'm like “ehhh” (shrugs shoulders) and then throw it away. It kind of takes up space. But family, I keep all of my stuff my grandparents send me, my sister… I keep sticky notes from any sort of written things. I have hundreds of sticky notes pasted into notebooks from my mom and my sister… [So, does it depend on who gives you the greeting card?] Yeah. Definitely. Like, if I got a greeting card from my orthodontist, I'm not going to keep that. 5. Are there ways you could reuse a greeting card for a different purpose? Like recycling them? [Yeah, recycle, or turning them into something else?] I've thought about taking old cards, like Christmas cards, and doing some collage thing with them. But now… If I reused them, I would have to cut them up or something. And I want to keep the message. I don't want to recycle/repurpose something that means something to me. Unless I recycle/repurpose it to add meaning, which, I don't know how I would do that. I don't know how I would reuse a card. You can't regift a greeting card like you can with a present. 6. When touching a greeting card, what would you like to feel? (Textures, material, embossing, etc.?) Quality? Which is weird, because I don’t really know how you feel quality? [Is it in the paper? Or different textures?] Yeah! Then again, if it's a kid, texture is awesome. I want to give them something with sparkles. You know, it's cool. I really hate the ones you open and it's got some tissue paper thing that's not really attached to it and it just kind of flops into it. I hate those cards. You try to open it, and you can’t, and you end up tearing it because it's just a mess. [What if it's for someone who cannot see?] Get them a braille card?

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[What about the design, apart from the braille?] I would say, it would be to have some sort of, I don't know, swirl. Some sorts of detail, sort of grooves and, like, motion. I think motion would be important; motion that would kind of sweep across the card. You can obviously distinguish it from the braille. It just creates...to me circles, or swirls, create continuity; kind of a soothing feel. If that was there, it's like “aahhhh” and then you open the card and then it’s… (Palms opening motion). 7. What are some design elements you’ve seen in greeting cards lately? Lately? Well, I was seeing in Target today, they’re starting to get more simplistic and minimal; which is a trend. Hipster, if you will. Like, skinny fonts and the super simple message that could either be a stand-alone and you just sign your name, or you’re like “Oh sweet!” and “I’ll write a book to them, something that I say myself”. Definitely, more white paged cards and simple design. [White page on the front or inside the card?] The whole page background. I think for the longest of time there were these super bright colors with these awkward bubble letters coming at you and... Ugh! Weird things. Yeah, I feel like cards are trying to be more trendy. But, either they're more expensive, and I don't really want to pay that much for it, or they’re not the right categories. Like, I was trying to look for a card and I can’t remember what it was anymore. I remember I was just hunting it down and I could not find it. I couldn’t find it in the aisles. It wasn’t birthday. Or maybe it was, but not the "traditional birthday person"? Like, I wanted…who was I wishing a happy birthday? I wish I could remember who it was, but I spent like twenty minutes looking for a card and I didn't even like what I picked out. I can’t remember what it was for, but there was birthday humor, birthday for.... Oh! It was for a woman. And it's either, like, for mom, grandma, and then "romantic for her", but where is the friend? The friends are either super dirty, which can be hilarious, but not for everybody. Or it's like; "I'm so sorry”, for your best friend, “let me be with you in the time of sorrow” (regarding growing old). We need more cute things. Even in sympathy cards, they need to be cuter. Like, here's a cup of tea. I saw this really adorable card referencing tea, which, obviously, I’m going to love. It was something like "I'm here for you" and then it had some dumb cheesy line that ruined the whole thing. I don’t remember what it was but I didn’t buy it and I was really mad because I thought, “Okay! I have the perfect card!”. So, yeah. They need to be more heartfelt and less stupid. I don't even remember the question anymore! [That’s fine! You pretty much answered everything I was wondering.]

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PART TWO 1. Choose an object(s), which reflects how you feel about greeting cards. (Any object) Any object? How I feel about greeting cards? That's really hard. How do I just pick one? It's so hard! I can think of a few, but that's more than one. [Yeah, go ahead!] Well, think of a set. And this is going to be super ridiculous, like really ridiculous. I think greeting cards can be comforting. I think giving cards is great and I love getting cards from people, especially the "just because” cards, ‘cause you don't expect them. It really sucks when people only give you birthday cards. It's like, “Really guys? Out of everything? Whatever”. Anyyywaaay. Just because cards are great, I think of tea and mugs, book, quilt pens, ink, and the smell of old paper. And candles. And that's what I want. I’d want to light a candle and I’d obviously be drinking tea, because I’m always drinking tea. I like the old book smell. I also have a book smelling candle, it’s called "bookstore" or whatever. And that whole comfort. When I get one (greeting card and letters), I want to write one. I want to write something back, especially for the “just because” cards! I’m bad at writing “thank you” cards. [Bad at writing “thank you” cards?] Yes. My grandma is always like…She’d give me something and call a week later and be like, “DID YOU GET MY GIFT? Oh. Well, I didn't get a thank you card”. Like, really?! That was just what she grew up with and so she was really annoyed that we didn’t reciprocate that. I mean, writing for graduation gifts was just awful. I didn’t know what to say, which sounds bad, but it was hard. But now, I make it more of a point to write. It’s odd; my grandma writes less letters now and calls more. And I write more letters. It's really weird, now that I think about it. She still writes me things. I have stuff, like written cards. She likes to write little notes. That's a lie. She writes a lot, she just doesn’t send cards anymore besides for birthdays. If she sends me a package, she’ll place a letter in there. [Do you think that cards can be an extension of caring?] Yeah, I think of cards as comforting. Like, when I had surgery, I got a lot of flowers and cards from people. But there is this one woman who stood out. There’s a family in our church that I’ve known most of my life. They have two kids, one’s my sister’s age, one’s a little younger, and then there are the grandparents; my sister’s friend's grandparents, the older generation...They go to our church, too. I know who they are but I don't really talk them and I know they know who I am, but I don’t think of them as knowing me. I know the parents know me, I don’t think of the grandparents as really knowing me. But the grandma wrote me a card!

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Like, “I heard you had surgery and I hope you’re doing well”. It was just really really sweet and I was not expecting a card from her or really from anybody! Maybe family. But even that, maybe a phone call? I wasn't expecting cards. It was just really sweet and I still feel guilty I never wrote her a thank you card. I meant to and then I never did. And I still feel horrible. So, the weight of not writing cards is on me. That’s how important they are to me and if I don’t do it I feel sick about it. [So, you feel like you should write thank you cards?] Yeah, especially if for things that you don't, just like that, that you weren’t expecting. If you’re not going to write a “thank you” card, call them or something. Thank them. [Gratitude, right?] Yeah. Oh, speaking of gratitude! You'll be interested in this! Someone I follow on Instagram was posting about a kickstarter project that was just completed. Their initial goal was, maybe, $15,000 and they hit more than $50,000. And you'll love what it is. Greeting cards! But not just greeting cards, “thank you” cards. They picked some of the top Instagram photographers to collaborate with, one of which I follow. They’re called Gramr Gratitude. You can buy individual cards or packs of cards. You can sign up to be a member if you really want to. They sell the cards, the envelope, adorable teal wax for sealing the envelope. I have that, by the way. Not theirs, but my sister and I have the wax sealing and a stamp. You can buy also buy a stamp, it says “thx” for thanks, but soon you can customize it to have your initials. That’s coming soon. You can buy a box to hold to hold the cards, but it's super expensive. Though, it’s like hand carved and everything. It’s worth it. In the kickstarter, you could buy a family package, and every month you would get a new set of cards; they are all thank you cards. They’re not just for mailing; you’re supposed to give them to people that you’re thankful for - even at, like, restaurants. That was in the promotion video. Leave them for people you see all the time or someone you just met. Someone you want to thank for being super nice. It’s a monthly thing. You're supposed to keep getting more to just keep thanking people. And to keep that moving forward. The kickstarter wasn’t even out for that long, barely a couple of months, and they raised, like, $40,000. I was sold. I wanted to buy, but I didn't do the kickstarter. I couldn’t tell if I would be paying more that way than if I waited. It was like a gamble, I wasn’t sure. I was afraid that it was going to be more expensive later, but it's not. Some things, like the box, are really expensive. But I can get couple of cards and some wax for like $15-$20. And now I'm waiting for the release of the initials so I can buy that for, like, $16. Worth it. I mean, you’re going to push your initials into the wax. It’s awesome.

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I love wax sealings, quill pens...And the cards, they're cute. They're printed on really nice paper. I think it's all recycled. And then, the envelope…it's brown, it looks great with the teal. I also have my stationary from Etsy that I bought. I have the little ones, the speckled ones, and the big ones. They gave me twine binding. I loved it.

2. Choose a word(s), which reflects how you feel about greeting cards. (Any word) Loved, remembered, appreciated, valued. [Okay, I don’t need to ask you why since you already answered that. But earlier, you were talking about that old paper scent. Do you see any future in scented greeting cards?] That's interesting. I feel like I've seen gross floral scented cards. It might be in my head, or maybe I dreamt it, but I feel I’ve run across a card that smelled like something. Maybe it was a scratch and sniff? Maybe I was very young? Maybe this was never real. I think that recycled paper and the newer more simple cards, almost card-stock kind do kind of have a smell. A paper smell. Not the glossy ones. However, I don't know about scented cards. That sounds a little weird. But if they feel authentic, I can’t really explain that feeling. [As in the paper feeling authentic?] Yeah, then I kind of connect it to that paper scent. Even if the smell isn’t there, I connect to the smell and then I connect it to the feeling. [Would you like some other type of scent in greeting cards as opposed to the old book scent? Such as soft vanilla or lavender?] Just give me a candle and a card. And then I'll read the card. I feel like the smell (inside of a card) might get weird, especially if the envelope doesn't smell right. Envelopes that taste gross make me so mad that I even bought the card in the first place. Like, if the seal doesn’t taste sweet or something, then I’m just pissed. [Should there always be an envelop with the greeting card when you buy it?] Yeah, definitely. And when you lick it sealed, it should taste good. They have great ones, but you never know when you're going to get it. Sometimes you can just tell it's going to be a crappy one. Then again, you can get the ones that taste so great, like, “YES!!”. The official looking ones have the things that you can peal off, which isn't very fun. I like to seal it. It’s kind of gross when you think about it, but I like to do it. It feels…official, I don’t know. It's a very weird concept. That's disgusting! Ew. Like, “here's my saliva”.

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…I love letter openers. Everyone should have one. I have one. It makes it so much more fun. And then if the envelopes are cute, my sister and I make cute envelope, you don't want to tear up the envelope. You have a letter opener. I think stickers should be more of a thing, too. Like, seal it with a sticker. I have stickers. I put little smiley faces or teddy bears on the envelopes. Well, it depends on to whom I’m sending it. I have Winnie the Pooh greeting cards, which I have under my desk. Those have stickers. They’re in the box. It has the stickers and the envelopes and everything. [Do you prefer buying greeting cards, and stuff like that, in bundles or individually?] It depends. If they're cute, I want a pack. If it's just for a random occasion… Like, I'm not going to buy a pack of birthday cards. It’s just weird. But blank cards, I'd buy them in packs and if they were specific to an occasion. If they were “thank you” cards, I would probably buy a pack of those too. If it's just a “happy birthday!” or “merry Christmas!” … No! Everyone's different; I'm going to get something per person. [Earlier you mentioned your grandmother calling more often, rather than just writing cards or letters. When it comes to sound and hearing people you care about, is that something you would like to see incorporated into a card or is that excessive?] I mean it's in cards already. [But how do you feel about that?] Uhm, I forgot I had this. My mom sent me a text video of it. Apparently, when I was sixteen, my grandparents sent me a voice card. My mom was cleaning out the basement when she found it. And I’m really glad I have this, because it's just adorable. So, when it's family oriented and when it's grandparents, and whenever you know you're probably going to outlive the person, the voice is awesome. It’s awesome if it's going to last. Like this, it still sounds like them. But if it was one of those weird ones, where your voice sounds super odd… (She shakes her head.) But my grandparents love it when we give them that. [The recordable cards?] Yes. My sister made a recordable storybook for my mom. She wept! She just looooooved it. So, the voice, I think it's sweet. I think that the older generation really, really, really loves it. (She shows me a video message on her phone of a, physical, recorded greeting card from her grandparents saying, “Have a happy birthday! We love you very much!” and then “Isn't She Lovely”, performed by Stevie Wonder began playing.)

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Stuff like that is great. [Do you like the cards with sound?] Musical ones, I honestly give them to my grandparents. The ones without the voices, just the music, my grandparents get a kick out of it. When they give them to me sometimes its hilarious. A lot of times I’m like no one would ever want this. And then you think of "I've got a pocket, got a pocket full of sunshine” (she is remembering a scene from the movie “the A-list”, when the main character receives a musical greeting card from her grandmother), (she is remembering a scene from the movie “the A-list”, when the main character receives a musical greeting card from her grandmother) then it's so FUN! In the beginning, it's really stupid, then you end up loving it. But whenever you're trying to sign it, you don’t want to tip off the sensor. It's awful. There's an art form for signing those cards! It's really annoying. They can be fun if you know the song. Usually, the song is great and the card is awful. They put too much work into the electronic thing and ignore the design and the message. All I can think about is Joseph Gordon-Levitt, in 500 Days Of Summer, writing greeting card lines. [Oh, like, when he looses it?] Yeah, that's what I see when I see a crappy card. I’m like, “Oh, maybe they went through a really bad breakup”. Literally, because of that movie, I think of the people who write them. I never thought about them. But because of that (the movie) I wonder about who made the cards, what were they doing? You kind of have this weird thought like, “maybe it's computer generated”, because so many things are. But it's weird to think that someone sat down, the thousands of greeting cards that are out there, somebody wrote it. It’s weird. If it's cute, no one gets credit for it. It’s just the company. [Would you like to know who made it?] I guess they do have the thing on the back, but I don't think anyone pays attention to it anyway. I've never once seen a good card and been like, “I’m going to look up this person”. I don’t think it ever goes that far. It's so removed. [Have you seen other products where they have a little sticker on the back saying "X made it for you"?] Yeah, I've seen those.

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[Is that weird?] No. Like, when I was younger, I would make cards. On the back I would write, “this card was brought to you by (respondents name)”. I thought it was important to put my name on it. I don’t know why. It’s the same when you order cards online. Like, “this card was brought to you by such and such” and I’m like, “No! I made it!”. [Do you do that often? Buy cards through websites?] Like, Shutterfly? Oh yeah! Shutterfly! I do. I buy cards from them all the time. [With your own pictures, or?] Yeah, I use my own pictures. I usually put my own words on there, too. I just want a way to use my images. And I want it to be printed in quality. I don't think anyone has ever made one for me (from Shutterfly), but I make them. Last spring, I had a coupon from them to do a photo book. (She shows me a calendar hanging over her desk) The calendar is from them. I have a lot of sites that I make photo books from. But I only make cards from Shutterfly. Anyhow, I plotted out who needed cards that semester and then predesigned birthday cards and mother’s day cards. I had a card ready in February, because of the coupon. The cards were super cute. I had cards ready for all the birthdays that spanned form February to May. They were adorable and were made with a really good quality. And so I know they're going to last. I know the people I gave the cards to still have them. I made sure that the front of the cards were cute enough to put be on a board. The cards didn’t have to constantly be read, but there was plenty of space to write too. I like stuff like that. I like to be able to use my own images, especially because I like to give people pictures. I’m like, “Do I really want to give them pictures in a frame, and a message and this and that?” I can do it all in one and make a card, instead. [So, did the coupon encourage you to try it out or had you tried the Shutterfly service before?] I've used the website before. I think I realized that they made cards, but I didn't want to pay for it. I would not have made the cards had I not received the email telling me about the offer. [What was the offer?] I received a “fifty free 4x6 prints”, which I ordered when I got the email. It's like that with the photo books too. Like, “Okay, I guess it's time to make a book now. I got coupons for that”. I don't look for coupons for greeting cards. But I look for coupons when I'm using a particular website or Etsy. Like those (the stationary she discussed earlier) were bought with an Etsy gift card I got for Christmas.

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[Would you buy a greeting card with a gift card?] I know that my parents do for people graduating. But I haven't been to a graduation party where I’m giving money. Yet, I know that if I were to, like when I’m older, and if I have some distant relative or something, or for my niece, I would. But the annoying thing with that is that they're not always cute cards. When you give them a gift card it's already kind of removed. Even if they want the gift card, it's still less personal. Then you give them a crappy card and it's like, “Here kid take some money,” and you just feel really cheap; even though you're not being cheap. I know that there would be occasions where I would use a gift card with a greeting card, but at this age, it would be weird. [Alright, you’ve given me great information. Thank you so much for your time!] Of course, I’m glad I could help!

(Note: The respondent did not, formally, have to answer the final question in the interview as she already did in the conversation.)

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INTERVIEW #2

In person


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PART ONE 1. Name 4 stores (online or regular) where you would buy greeting cards. Hallmark, Target, CVS/Walgreens, or like a drug store, and local grocery stores. I would say my hometown one, but like... [What's your hometown local grocery store?] Price Chopper, but it's specific to Kansas City, so... Just grocery stores in general; which one depends on which city I'm in. If that makes sense? But mostly Hallmark. Hallmark's headquarters are in Kansas City; they're all over the place. So, it's just easier. 2. Why do you think people buy greeting cards? I mean, honestly, it's kind of like an etiquette thing; a necessity thing a little bit. It's also a great way to not have to buy anything else. It’s an etiquette thing. Like, when somebody does something for you, you send a thank you note, a thank you card. You send a graduation thing, you send a Christmas card. It’s etiquette. They can be very sweet and sentimental. But it's kind of an easy way to be polite and express sentiment without actually having to do a whole lot. [How do you make more sentimental?] It depends on the card you buy, number one. And then, I think it’s the certain things people write in them. You add notes if you are trying to be more than just like, "Here is what this card said. I signed my name, here's your card". And if you send someone a card, birthday, or Christmas, it's not difficult. But some of the other…not holidays, but other occasions in life...

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[Such as?] I mean, people won't send out get well soon cards as much, except if there are major injuries. Stuff like that. I think there is a section of cards called "thinking about you”? I don't know how to explain it; just the “thinking about you” cards. The major holidays are easy and everybody does that. But non-calendar cards... [Giving cards on non-calendar occasions is more special?] More so. 3. What’s more important; message or design? Why? That's hard, obviously. I would say the message, for me personally. But, I think they're both important. And it depends on the card. Sometimes, I pick things out because the design is funny. The front of the card is a character that the person I know likes. And then the message doesn't have a particularly special value. But usually the message is most important, because I have definitely gotten cards, and picked out cards myself, where the design hasn’t been totally something, but what it said was more. [What types of messages do you like?] If I got a card from my mom on Valentines Day, the message was very sweet and said something like, "a proud mom". But the design was this generic pink blob thing. And I know she didn't pick that out for that reason. She's not a huge a fan of that stuff. So, what it said was more important. And then, there’s the card I sent my dad for Valentines Day. The inside said something; I don’t even remember what it said. But the outside of it had some kid that had passed out from eating too much chocolate and had chocolate smeared all over his face. And there’s a picture of me when I was younger with pudding, literally, across my cheeks. I mean, I knew he would think that was funny. I didn't really care what the inside said because I can’t even remember what it said. But the chocolate thing was like, "He's gonna think that's funny". 4. After receiving a greeting card, what do you do with it? I used to keep a lot of them, specially if they were particularly funny. My family does that; a lot of really stupid, funny ones. Or if somebody had taken the time to write a really special note and I'm like, you know, getting the feels about it, I keep it. But I've been kind of bad about that as I've gotten older. And being in college, my room gets messy and things get lost and trampled on.

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Usually, though, the card lays around for a while, a couple of months at least. Then, I'll either decide, “Oh, I want to keep this”, because it has a sentimental value or it gets tossed in the trash; but months later. First, immediately, I read it. If I think it's nice I leave it somewhere like, “Oh that's a cute card”, and then it slowly disappears into the abyss. 5. Are there ways you could reuse a greeting card for a different purpose? If I was a crafty person, but I have absolutely no crafting skills. I'm sure my mother and my sister can come up with some really cool Pinteresty things to do with cards. If I had the ability, I’m sure there are a lot of cute projects that you could do with cards, especially if you have a bunch of funny ones that all go together. But I personally lack the skill or the creativity to do such things. [So where would you keep the cards for those months?] Well, the ones I decide to keep are in one of those plastic boxes with pull out drawers. They're like mini drawers. I don't know what they're called. I have two of those in my room at home, in my house; with a bunch of old notes from friends from school. I call them my keepsake boxes. They’re just filled with photos and notes and cards. Stuff that I’ve apparently at one point in my life decided had sentimental value. I go back and look at them periodically when I’m getting nostalgic. I’ll go back and look at them. In that same box are coins from other countries and some weird, other random keepsake items. Like, an arrowhead for some reason. Or some weird wallet that someone got me from somewhere. And I have a strange collection of rocks. Well, not really rocks. In a bunch of toy stores, they always had those bins of colored rocks that had been polished. All of which I think are really fake, I was really into it in elementary school. But anyway! I keep them with my other keepsake items that are kept in drawers to avoid the abyss that is my room. 6. When touching a greeting card, what would you like to feel? (Textures, material, embossing, etc.?) To be honest, I don't think I've ever considered the touch. I don't really care, is that a bad answer? [No, not at all! Why don't you care?] I don't know! Probably ‘cause I’m not a…what's the word...a.... tactile focused person as much? Also, I don't think I've had very many greeting cards that had varying feels. They’re all the kind of traditional card stock paper. The only thing I’ve ever had that was different was when I was leaving for college and my sister got me a bunch of cute stuff. She had also gotten me a card and had written a really long “goodbye forever” thing. Not really. But a very big message on going off on my own and explaining this whole gift bag she had gotten me. The card was white. It was a handmade card and I think it was made out of recycled material. Maybe. But, it had a very homemade paper type feel. And it had, I don’t want to call it 3D, a design on it that stood out. I mean wasn't drawn. It was made out of pieces. It

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showed Paris and had the Eiffel tower and this girl in a beret and a dog walking. It was an almost scrapbook type thing in the way that it was like... I don't know how to say it. It wasn't drawn, it had more pieces of paper; I don't know how to say that. [Like, cut out pieces layered on top of each other?] Yes! I don't know what it was made of. But that had a very different feel to it. That was the only card that I remember having a different touch to it. [What if you couldn't see the design or the message? What if you were blind? What would you want on the front?] I guess shapes with feel, if I couldn’t read it or see it at all. I think the only way out would be to know what the purpose of the card was. If I could make a distinguishable shape… Like, feel like a heart, “Okay, Valentines Day or something to do with love” and finding the outline of a Christmas tree with my fingers, or whatever. Yeah, well I don't know. If I couldn't see it or read it I think I would be very confused. Like, what is this paper? I don't think I would prefer traditional card stock or glossy, it would depend on the design, but I guess that wouldn't really matter. I don't know. I don't really have an answer. 7. What are some design elements you’ve seen in greeting cards lately? There are always lots of animals. I don't know if that's a new thing? It's definitely not. I see a lot of cartoon-figures, not from shows but when people or animals are drawn in a very cartoonish type of way, as opposed to the ones with photos of real people. Like, those cards with the naked people, those are weird. They're really jokes. It's like "I got you this male stripper for your birthday" and it's this half naked male or female who’s covered by something and then you open the card and then, they're not naked, the front of the card is trying to make you think that. But they're covered up with something else. I think they're funny. Because greeting cards can be very cliché. A card has a heart on it and it says, “I love you and you're wonderful”. So, any kind of like element of surprise is great. I still think the ones that open and pop out are funny. I've gotten cards before that are funny, for my aunts and uncles. Cards that are really sentimental on the outside and then it has a really crass or rude thing inside. I always think those are funny. I don't mind the contrast of different emotions or attitudes on the cards. They can be amusing. Singing cards are still really popular. [Do you like those?] I used to. Man, when they first came out a couple of years ago, every card I got was a singing card. Now, it's kind of the point where all of the good ones have been done for the most part. And they’re also significantly more expensive, which is annoying.

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I think it's cute that they have the ones that you can record now. That’s sweet, especially when you're sending them long distance to people. It has that extra personal touch, that special thing. Instead of “Here's your card. I signed my name on it”. [What's an annoying price? Bad price and good price?] I mean, to be honest, I find pretty much all prices annoying, ‘cause it's a card. My mom and I like to shop for cards at the dollar store, because we're cheap like that. Plus it's also just a card, it doesn't take a whole lot of effort because it doesn’t have a whole lot of meaning... sometimes. [What if it was for a charity? With 100% of the proceeds going directly to the charity?] I mean, yeah! If I knew 100% that it was all going to the charity and I believed the charity was doing something good, I'd probably be less annoyed in picking higher prices. But I've tried to buy, specifically, singing cards before that were $6 or $7. Like, no. But one of the Valentines Day cards I bought for my parents were like $4.99. I mean, I bought it, but it's just a greeting card! It’s paper. [Then, why do you buy greeting cards?] I buy greeting cards and think they're important because my mom. Well, she kind of grounded me for a year because I didn't buy my dad a Valentines Day card. Yeah, she's really into greeting cards. But she doesn't write anything in them except, like, "Love Mom”, so I don't know what she’s so serious about this for! But it's one of those things I do it because I have to. Sometimes, I'll write extra stuff in it but it's more just the gesture. So, I’ll pay for it, but I'm annoyed that I'm spending this much money on paper. [Would there be anything that would make you feel like you get your moneys worth, with that "paper"?] There are times when I've found the perfect card ever and I don't I care how much money it is and it's like, "Oh my god! This is exactly perfect for this person". That always makes you feel better. Because there've been times where I've just bought a card because I forgot and it's the next day and I'm like, “I just have to buy something…whatever, this will do”. Though, there are times when you find the perfect one, and I'm like “Alright, I’ll spend five dollars”. [What's the perfect card?] It depends on the occasion and the person. Like, with the pudding thing and the chocolate, that was great for my dad. I've found a lot of cards for my dad that are really funny with a little insensitive humor in mind. My sister’s found really funny ones for me before, about being an older sister. They were pretty good. The perfect card expresses the sentiment exactly in the way you were trying to say and has a design you don't mind, or really like. A lot of greeting cards have TV shows and pop culture things on them. So, last year, I bought

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my friend a High School Musical card for her birthday. The fact that they made those still amazes me. I got her the card because we watched that movie together when it premiered, so it was perfect for our friendship. [So, the perfect card is attached to a memory? An emotional connection?] I think it's usually a memory. Like, “this reminds me of you perfectly”. Or that saying, “perfectly describes our relationship to each other”. Those are usually the ones I’m like, “this card, it's a good one".

PART TWO 1. Choose an object(s), which reflects how you feel about greeting cards.(Any object) I don't why this just popped into my head, but I can't think of anything else. But, like, a welcome home mat, because nobody really pays a whole lot of attention to it. Though, it’s a nice sentiment and something you're kind of supposed to have in your house so people can wipe their feet. It’s a nice gesture. It's a very happy nostalgic thing, but it's also there to serve a specific etiquette purpose. It can have a special meaning to people when they see the welcome home mat, like, "I'm home again!" and for some it's just like "no, this is where you wipe your feet". 2. Choose a word(s), which reflects how you feel about greeting cards. (Any word) Obligated. Sorry, but because my mother gets upset when I don't send them! And it’s just something that you have to do. Etiquette. [To whom would you give greeting cards?] My parents. My sister. And then specific times such as if I'm giving someone a birthday gift, or if I'm not getting them a birthday gift but I feel the need to send some kind of gesture, something more than a Facebook message. But I mostly only give cards to my immediate family. My mom sends me cards on Halloween, which adorable. [She really likes cards.] But she doesn't write anything in them! She just signs, “Love Mom”! I mean, sometimes she'll go to the store and be really into finding the perfect card and sometimes she’ll be like, “Okay, that one. Whatever. Bye”. I guess it depends on how rushed she is. I think she really likes them, but sometimes she's too busy to like them. I think it's an age thing, sending cards. You know? And if it makes her feel better when I’m away from home, she'll send me a card. And it's nice, even though greeting cards do not always have huge meanings to them. But I know they make her feel better. Like, you're so cute mom! [How do you feel about e-cards vs. sending real cards?] I think real cards have a lot more meaning. It's like when sending someone a letter rather than an email, it's nice. People still will talk about what a treat it is to get a real letter. It's not something someone does anymore.

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And greeting cards? I mean, we talked about touch. And though I don't really think about it, they’re tangible. The Internet is, obviously, so much more easier. It takes a little more effort to buy a card, address it, stamp it, and mail it than to type out an email. But, I do think the e-cards you can add your faces onto and make them dancing elves are hilarious. They’re creepy too. My friends and I sent out a Christmas card once with dancing elves. Those were funny. But I don't think of those as greeting cards so much as I think of them as silly Internet videos you forward to people. They’re “e-cards” but I don't think of them as cards, it's more just like, "look at this stupid thing". [Thanks for talking to me!] Sure thing.

(Note: Again, the respondent did not, formally, have to answer the final question in the interview as she already did in the conversation.)

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INTERVIEW #3 Email

Zip code:

63368 Age:

43

PART ONE 1. Name 4 stores (online or regular) where you would buy greeting cards. Target, Hallmark, Walgreens, Wal-Mart 2. Why do you think people buy greeting cards? To let people know they are thought about for a special day or occasion. To find appropriate words for a specific occasion. 3. What’s more important; message or design? Why? Message is most important. I really look at the words to see if it mirrors how I feel or speaks of the topic in a way I would like to but had not thought to. Design may be what draws me to the card first, but I'll put it down if the message isn't there. 4. After receiving a greeting card, what do you do with it? I display my cards for a week or so. Depending on the occasion or the sentiment written inside, I will keep in a special box or throw away. Cards with special personal messages are always kept. 5. Are there ways you could reuse a greeting card for a different purpose? I'm not a particularly crafty person, so I have a hard time thinking out of the box on this one. One possibility may be a keepsake box with card messages decoupaged on the box.

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6. When touching a greeting card, what would you like to feel? (Textures, material, embossing, etc.?) I prefer simple cards, although I do like some texture to it. I am not really drawn to large, ribboned cards with vellum pages. 7. What are some design elements you’ve seen in greeting cards lately? Ribbons and vellum. Cards with bookmarks. Glossy, protective sleeves for the cards. Flowers for women, golf images for men.

PART TWO 1. Choose an object(s), which reflects how you feel about greeting cards. Glass of water. 2. Choose a word(s), which reflects how you feel about greeting cards. Frustrating. 3. Why did you choose that object(s) and that word(s)? Glass of water is needed before I begin to eat, to help wash the food down. Can't think of eating without it. It's also hard to think of getting a present without first reading a card, to prepare for the enjoyment of the present. Can also be refreshing. :) Frustrating because greeting cards do seem very necessary and often appropriate, but it's hard to find just the right one. And I usually think about looking for one too late.

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INTERVIEW #4 Email

Zip code:

66221 Age:

57

PART ONE 1. Name 4 stores (online or regular) where you would buy greeting cards. Hallmark gold crown stores Dollar Tree Price Chopper grocery CVS 2. Why do you think people buy greeting cards? To stay in touch with out of town family/friends. To acknowledge birthdays and other events. 3. What’s more important; message or design? Why? The message. 4. After receiving a greeting card, what do you do with it? Save it. 5. Are there ways you could reuse a greeting card for a different purpose? Recycle paper, Turn into another greeting card - especially Xmas pictures, Make into holiday garlands.

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6. When touching a greeting card, what would you like to feel? (Textures, material, embossing, etc.?) I HATE glitter. So, no glitter. 7. What are some design elements you’ve seen in greeting cards lately? Overlays, glitter, inside pop-ups, and music.

PART TWO 1. Choose an object(s), which reflects how you feel about greeting cards. I love sending them but prices have gotten very high. 2. Choose a word(s), which reflects how you feel about greeting cards. Nostalgic. 3. Why did you choose that object(s) and that word(s)? Sending actual paper greeting cards has become fairly rare.

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INTERVIEW #5 Email

Zip code:

60516 Age:

47

PART ONE 1. Name 4 stores (online or regular) where you would buy greeting cards. Dollar Tree, Walgreens, Target, Hallmark 2. Why do you think people buy greeting cards? Their way of expressing themselves through words that someone else composed. 3. What’s more important; message or design? Why? The message can be expressed through the design but most times it's what's being conveyed in words that mean something. If it lacks enough meaning then I add my thoughts. 4. After receiving a greeting card, what do you do with it? I collect them. 5. Are there ways you could reuse a greeting card for a different purpose? Never thought of it.

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6. When touching a greeting card, what would you like to feel? (Textures, material, embossing, etc.?) Texture. 7. What are some design elements you’ve seen in greeting cards lately? Bookmarks

PART TWO 1. Choose an object(s), which reflects how you feel about greeting cards. Flowers 2. Choose a word(s), which reflects how you feel about greeting cards. Encouraged 3. Why did you choose that object(s) and that word(s)? It takes time to go through cards and see/read what means to you. I love flowers and words can be encouraging if the right card is chosen.

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Brand Aesthetics

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Luminous Brand Aesthetic Details Color Codes + Font Styles

‘Luminous’ R:246 G:190 B:173

‘Greeting Cards’ R:22 G:158 B:170

‘By The Chicago Lighthouse’ R:87 G:59 B:50

Font Name

ʻLʼ *

Alex Brush ʻuminousʼ *

Allura

* Note that the ‘L’ in ‘Luminous’ uses a different font than the rest of the word.

‘Greeting Cards’

Charlemagne Std

‘By The Chicago Lighthouse’

Herculanum

Font Name

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Secondary color codes + Font styles

Luminous Brand Aesthetic Details

These colors and fonts were used throughout this marketing plan and are secondary aesthetics of the Luminous brand.

Headers R:0 G:109 B:143

Subheaders R:255 G:181 B:174

Main plan font

Helvetica Neue Light

Font Name

Headers

Arial Black

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Alternative Media Suggestions

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Alternative Media Suggestions Consumer Magazines

Reason Real Simple has been one of the most known magazines in the women busy lifestyle sector. Knowing our target audience, we realized that Women from 45-55 are likely to buy this type of magazine. Real Simple is qualified for that type of sector as 77% of the readers are around the ages of 47 to 57.

The main sales of the magazine are digital (Mobile/tablet). Having a paper ad in the magazine would automatically be in the digital version with no extra payments.

We are looking for a cost of 1/3 page insert Cost: $93,900 Total Circulation: 1,975,000 Subscriptions: 83% For more information on this magazine and rates: http://www.realsimple.com/static/media-kit/#home

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Alternative Media Suggestions Consumer Magazines

Reason MORE is our secondary choice of magazine to reach affluent women with a $93,652 HHI. They target women 35+ with a high income and professional/managerial employment. The readers are actually married, with kids and they own their home. This is a great example of the woman that we target in our Persona (Rose). We are looking for a cost of 1/3 (2-color) page insert Cost: $61,060 Total Circulation: 1,300,000 For more information on this magazine and rates: http://www.meredith.com/mediakit/more/2014/index.html

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Alternative Media Suggestions Trade Magazines We also wanted to focus on trade magazines to enable push marketing, while indirectly reaching our target audience.

Reason Giftware News is based in Chicago and this would reach the trade in our target region. Gifts and greeting cards are closely related industries. This can help us catch the attention of giftstores around the city. The audience base of this magazine is 60% femalexliii. With the Giftware magazine, we have three options; direct mailing, ads, and inserts. While we are focusing on ads and inserts, it might be beneficial to consider direct mailing through this magazine. This magazine is also quite affordable considering reaching their total audience base. For $15 extra per spread, we can select to target only females. We are looking at a ¼ page color ad, 1 ti. Cost: $3,750 Circulation (total universe): 22,052

Rates

Circulat ion

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Alternative Media Suggestions Trade Magazines

Reason Stationery Trends is a well-known magazine in the industry. The magazine promotes new styles and designs of stationary, envelopes, and cards. Trends in stationary and greeting cards are closely related and often influence each other. By having an ad in this magazine, we have a stronger opportunity of breaking into the market as an alternative luxury greeting card brand. Also, an editorial spread would be quite a lucrative option. This allows us to truly introduce the brand to the market and the industry. We are looking to an ad insert for the cards/stationary – all occassions. Circulation: 64,792 Cost: $10 per thousand ($10 x 64,792)

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Alternative Media Suggestions YouTube

YouTube is a great social network for the spreading of branded entertainment videos. We suggest using YouTube to share different, heartfelt stories of people buying a Luinous Greeting Card and the people who benefit from their purchases; this means both receiver of the greeting card and the individual whom the Chicago Lighthouse is helping through the profit from these greeting cards. We can also use the Luminous Greeting Cards YouTube channel for vingette commecials.

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Alternative Media Suggestions Unique medium: Lipbalm Our target audience is female. And females are avid users of lipbalm. Younger women particularly like the scented and flavored lipbalms. Examples of these can be found in the product line of EOS lipbalms (the blue sphere) and the generic brand “ChapIce Revo Lip balm” (the green sphere). We were considering partnerships with any of the two brands in order to appeal to a younger segment. What we intended to do was to incorporate the brand logo on top of the lid and have a shorter greeting card message wrapped around the container. Apart from this being a medium of advertising, this could also be an add-on product offered through the Luminous Greeting Cards’ mini-site; along with the sub-branded candles, mugs, etc. The reason we decided to not go with this idea as part of our strategy was that it did not truly fit in with the necessary efforts to break the Luminous brand. However, just as we are not focusing on add-on products as a current strategy – once we build the brand and truly establish a returning consumer base, we can incorporate these ideas to further relate to our female audiences.

EOS lipbalm

Generic brand (ChapIce Revo Lip Balm)

Sketch for our lipbalm idea

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Alternative Distribution Suggestion Starbucks

Starbucks has become more than just a coffee shop in the past years. It is a music retailer, it sells beverage merchandize, and we want to expand its product offering to contain the Luminous Greeting Cards. The reason for this is Starbuck’s extensive distribution coverage. There is a Starbucks on almost every block nowadays. By partnering with the Starbucks coffee shop, we can (1) open a sales channel for the Luminous Greeting Cards, in which other greeting cards have yet taken place; (2) leverage the cozy and comforting ambience of Starbucks’, in relation to the interviewee response on page 52-79.

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The End.

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References i NCCS. Quick Facts About Nonprofits. 2012.Web. <http://nccs.urban.org/statistics/quickfacts.cfm>.

ii Blackbaud. 2013 Charitable Giving Report. 2014. p. 1. iii National Federation of the Blind. Blindness Statistics. 2011. Web. https://nfb.org/blindness-statistics iv NCCS. National Center for Charitable Statistics Table Wizards. <http://nccsweb.urban.org/tablewiz/bmf.php>. v Nonprofit Finance Fund. State of the Sector Surveys 2014. Web. <http://nonprofitfinancefund.org/state-of-the-sector-surveys>. vi Blackbaud. 2013 Charitable Giving Report. 2014. p. 4. vii NCCS. Quick Facts About Nonprofits. 2012.Web. <http://nccs.urban.org/statistics/quickfacts.cfm>. viii Blackbaud. 2013 Charitable Giving Report. 2014. p. 2. ix Blackbaud. 2013 Charitable Giving Report. 2014. p. 1. x Forum of Regional Associations of Grantmakers. Trends. Web. <https://www.givingforum.org/trends>. xi Score. Business Planning Tools for Non-Profit Organizations. Second Ed. 2010. p.9. xii Score. Business Planning Tools for Non-Profit Organizations. Second Ed. 2010. p.9. xiii Bureau of Labor Statistics. American Time Use Survey. 2012. http://www.bls.gov/tus/charts/volunteer.htm xiv Charity Navigator. The Chicago Ligthhouse. Web. <http://www.charitynavigator.org/index.cfm?bay=search.summary&orgid=10786#.Uzy1161dUSc>. xv Score. Business Planning Tools for Non-Profit Organizations. Second Ed. 2010. p.28. xvi Blackbaud. 2013 Charitable Giving Report. 2014. p. 16. xvii Charity Navigator. Tips & Resources - Online Giving Statistics. Web. <http://www.charitynavigator.org/index.cfm?bay=content.view&cpid=1360#.Uzy3N61dUSc>. xviii Greechie, Steve. "SWOT Analysis of a Nonprofit Organization." Small Business. <http://smallbusiness.chron.com/swot-analysis-nonprofit-organization-4407.html>.

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xix Blackbaud. 2013 Charitable Giving Report. 2014. p. 16. xx Blackbaud. 2013 Charitable Giving Report. 2014. p. 5. xxi "Braigo - the Lego-made Braille Printer Built by a Twelve Year Old." ENGINEERING.com. Web. <http://www.engineering.com/DesignerEdge/DesignerEdgeArticles/ArticleID/7201/Braigo--the-Lego-made-Braille-printer-built-by-a-twelve-year-old.aspx>. xxii Senseg E-Sense (http://www.senseg.com) and Project RAY (http:// http://www.project-ray.com) xxiii Nonprofit Marketing Guide. 2014 Nonprofit Communications Trends Report. Web. <http://www.nonprofitmarketingguide.com/resources/2014-nonprofit-communications-trends-report/>. xxiv Bloomerang. 6 Expert Fundraising Predictions for 2014. Web. <https://bloomerang.co/blog/6-expert-fundraising-predictions-for-2014/>. xxv Market Share Reporter. “Top Makers of Greeting Cards and E-Cards”, 2012. Ed. Robert S. Lazich. 2015 ed. Detroit: Gale, 2015. Business Insights: Essentials. xxvi Please see interview results and insights. xxvii Greeting Card Association. DTR vs. Wholesale. <http://www.greetingcardassociation.org.uk/resources/for-artists/dtr-vs.-wholesale>. xxviii Greeting Card Association. About the Industry. 2014. http://www.greetingcard.org/AbouttheIndustry/tabid/58/Default.aspx xxix Bureau of Labor Statistics. American Time Use Survey. 2012. http://www.bls.gov/tus/charts/volunteer.htm xxx Score. Business Planning Tools for Non-Profit Organizations. Second Ed. 2010. p.9. xxxi Andrew Shoaff. Generational Fundraising Tips A Companion To The Next Generation Of American Giving. Blackbaud. 2013. xxxii Cone Communications. Past. Present. Future.The 25th Anniversary of Cause Marketing. 2008. p.11. xxxiii Cone Communications. Social Impact Study. 2013. p.18. xxxiv Blackbaud. Charitable Giving Report How Nonprofit Fundraising Performed in 2013. 2014. p. 5. xxxv Cone Communication. 2012 Holiday Trend Tracker. 2013. p.1. xxxvi Cone Communication. 2012 Holiday Trend Tracker. 2013. p.1.

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xxxvii Cone Communications. Social Impact Study. 2013. p. 23. xxxviii Image of packaging example: "Mr. Wonderful." Shop. http://www.mrwonderfulshop.es/es/ xxxix Image of Rose (W45-54): http://ziptrials.us/articles/positive-attitude-may-cut-heart-attack-risk-study-suggests/attachment/happy-older-woman/ xl Image of Amanda (W18-24): http://ak6.picdn.net/shutterstock/videos/4445402/preview/stock-footage-happy-young-woman-with-smartphone-in-cafe.jpg xli Image of Michelle (W25-44): http://www.babble.com/mom/how-to-be-happy-mom/ xlii Stamp prices. Buy Stamps - The Postal Store @ USPS.com. https://store.usps.com/store/browse/category.jsp?categoryId=catBuyStamps&categoryNavIds=catBuyStamps xliii SRDS. Giftware News.