GCA calls for industrywide support for major consumer pr and marketing initiative
Wanting to do its utmost to promote Christmas card sending this year, after the dampening effects the postal strikes had on last year’s festive sends, the GCA is instigating a #Cardmitment campaign for Christmas and beyond.
In what is a significant move for the whole industry, the multi-faceted national pr and marketing programme is being drawn up to remind UK consumers that cards build connections, and how much they love sending and receiving them, as well as amplifying local cardies’ charity initiatives.
Following a series of pitches from consumer pr agencies, Wolverhampton-based Arena PR has been appointed to drive the campaign, with the GCA urging those in the industry to get behind the activity, both financially and by taking part.
Revealing the news of the GCA’s #Cardmitment campaign in her welcome speech at The Retas last week, Jakki Brown, PG editor and GCA council member, told the audience of retailers and publishers: “Emotions were definitely running high in the greeting card community in the run up to last Christmas when the series of postal strikes had a detrimental effect on festive card sending.
“While we sincerely hope and believe there will not be a re-run of the Communication Workers’ Union strikes this year, we cannot take for granted that the Christmas card sending volumes will be back up where they belong.”
She praised indie retailer Kaye Thurgood, of Sincerely Yours in Shenfield and Hornchurch, for being among those “who called for action, stressing the need for all of us in our great industry to pull out all the stops to re-engage the consumer with the joys and importance of sending and receiving Christmas cards – and all cards”.
And Jakki rammed home the message by adding: “We now need all of you here to get involved and support this crucial initiative. It’s not just about Christmas cards, the positive knock-on effects will benefit us all.”
The GCA is looking to raise a total of £50,000 to cover the costs of the #Cardmitment campaign, which will take the activity into 2024. Initial pledges from GCA council members – Cardology, Emotional Rescue, GBCC/Ling Design, Ohh Deer, Stormy Knight, Woodmansterne, and Paper Salad – and others since it was announced at The Retas Awards have already taken the fund to £22,000. Anyone who wants to donate to the campaign can click here or scan the QR code pictured below.
“This is such an important piece of work and to help us achieve this goal, we need to raise these additional funds,” GCA ceo Amanda Fergusson explained. “We have spent several months securing the right PR partner, with the background and resources to lead this major industry initiative with national media activity.
“A major PR campaign will enable us to get on the front foot on the industry’s behalf, leading the discussion in the media that cards continue to play a key role in today’s society and are integral in building connections between people. We aim to amplify activity from across the industry, reminding UK consumers how much they love sending and receiving cards.
“The downturn in Christmas card sending last year was felt by many across our industry. Having spoken to many retailers and publishers, the GCA council has heard the feedback loudly and clearly. We know the coming few months are a crucial time for our industry.”
The plans for the multi-faceted campaign include the Caring At Christmas initiative whereby publishers and retailers are being encouraged to forge links with local care homes to spread the joy of sending Christmas cards to those not able to easily access the High Street by helping to create festive card writing events with residents.
With the aim of covering the whole of the UK, those in the greeting card community are being asked to pre-register their intention to get involved with Caring At Christmas, and all members of the GCA council have already pledged their participation in their respective geographical locations.
Ofcom recently reported a 20% downturn in card sending, but Amanda said there are positive signs from younger age groups who are engaging with card sending afresh as they move back in part to analogue activities such as playing vinyl records and seeking out a more tangible connection with friends and family.
GCA council member and Stormy Knight director Sarah Jackson said: “As a smaller publisher, it’s sometimes hard to have your voice heard with limited resources and marketing budgets. The GCA and the #Cardmitment campaign is going to be working hard for all of us publishers – large and small – to promote the importance of card sending, especially at Christmas.
“I’m excited to be a part of this and see it as a key piece of the year’s marketing strategy – we need to all come together as an industry to promote the power of the wonderful greeting card!”
And David Byk, also a council member and ceo of Swan Mill Group which owns GBCC, Ling Design and Penny Kennedy, added: “The #Cardmittment campaign is the result of the fantastic card industry coming together to remind everyone how important giving and sending cards is.
“I’ve been privileged enough to work on both the publisher and retailer aspect of pulling this campaign together right from the start with PG’s Jakki Brown and Kaye Thurgood, of Sincerely Yours, and it’s been great to see everyone pull together so we remind people of the many reasons why they need to get over last year’s postal strike and get writing cards – because people love to receive them.
“I’m excited to see how this campaign develops across the country and shouts about the many great initiatives that cardies will run to engage with the public and push the joy of cards not only at Christmas but all year round.”
The Caring At Christmas initiative has been spearheaded by Matt Genower, md of Five Dollar Shake, with help from GCA council members Abacus Cards md Nick Carey and Stormy Knight’s Sarah.
It came about after Matt saw a flyer explaining activities for pensioners including Christmas card writing and, with his father-in-law just having moved into a care home, the Five Dollar Shake team decided to contact local homes last November to offer to take in cards and help residents choose which to write and send to loved ones.
“We were addressing envelopes with them, there and then,” Matt explained. “We then offered to take their cards to be stamped or franked and duly posted – it was a real hit! The residents enjoyed choosing the cards and we had a great time chatting to them and helping them to write their messages to their loved ones.
“Ultimately, the initiative is about two things; firstly, showing the good that Christmas card writing does, and, secondly, it’s genuinely a really lovely and rewarding activity to be a part of. Our two visits last year had a really positive impact.
“Our goal is to spread this right across the country, in as many care homes as possible – there is such an opportunity to spread the good that our industry can do.”
To pre-register for the Caring At Christmas initiative, email adriana@gca.cards and also click here to see the GCA’s full blog on the subject.
