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Learning to love what’s happening below the line

A case study showing Hallmark’s journey in the development of the Retailer Customized Marketing program

Presented by: Carlos Corredor, Retailer Customized Marketing Manager at Hallmark Cards, Inc.

50 million consumer contacts
Over 2,500 retailers
1 award-winning end-to-end system to ensure marketing success

Hallmark developed a revolutionary process to give its Gold Crown stores the very best of integrated marketing. The Retailer Customized Marketing (RCM) program enables local store owners the ability to employ direct mail, email, and database marketing efforts in combination with traditional media and point-of-sale engagement. The RCM program received the Enterprise Intelligence Award from Computerworld magazine and received a gold award for B2B marketing by the National Center for Database Marketing. Program manager Carlos Corredor guides us through the program’s successes, challenges, and lessons learned. 

You’ll learn: 

  • How Hallmark successfully supported marketing expertise with technology.· The role of branding in successful implementation
  • Identifying the value of retailer-funded consumer contacts
  • The need to actively educate retailers about the value of local store marketing


With 25 years of experience in key roles with service firms and global corporations, Carlos Corredor has worked in product design and development for mass-channel consumer products, leveraging such brands as Coca-Cola, Nickelodeon, Warner Bros, and Mattel. He provided his expertise for local and national advertising agencies as well as Ladies’ Home Journal. Carlos joined Hallmark in 1998 and was instrumental in leading the development of the highly successful direct mail effort supporting the launch of sound cards in 2006. He participated in the development and pilot program surrounding the launch of the Retailer Customized Marketing program. Today, Carlos leads Hallmark’s local store marketing initiatives for 2,500 independent and corporate-owned stores.


Register today! Register online or call 816.561.5323 

Hurry, registration closes Friday, June 7 at 5:00 p.m.

Tuesday, June 11, 2013
$30 Member • $45 Nonmember
11:15 – 11:30 a.m. Registration
11:45 a.m. – 1:00 p.m. Lunch and Program

Google Fiber Space Lounge
1820 Westport Road
Kansas City, MO 64111

PARKING NOTICE: Parking at the venue is very limited. DO NOT park at the church lot next to 
the venue. Parking may be limited to street parking. Please carpool if possible.