GCA’s new pr partner launches #Cardmitment campaign with plan for non-barcoded stamps
There are just a few days before the old non-barcoded stamps become invalid and the GCA is encouraging the public to use up their stamps to make someone happy by sticking one on a card to bring the power of thoughtfulness to a person who needs or will appreciate it.
It’s the first of many activations in the GCA’s #Cardmitment consumer pr and marketing campaign, and the industry association’s new communications partners Andrea Ross and Nick Agarwal, co-owners of Arena PR, are not wasting any time in putting their pr prowess to good use.
In the run up to Christmas and beyond, they will be finding many ways of amplifying the #Cardmitment mission as set by GCA ceo Amanda Fergusson: “To remind UK consumers how much they love sending and receiving cards.”
“We haven’t got much time as the expiry date for non-barcoded stamps is 31 July, but we have sent a press release out to the media to kick off the #Cardmitment campaign,” Nick told PG Buzz.
The ambitious #Cardmitment initiative has been instigated in response to the drop in Christmas card sending last year, with the numerous postal strikes believed to have played a big part in this.
However, realising that the industry can’t afford to see it as just a blip, the GCA is taking the bull by the horns and will be doing its utmost to put both Christmas card sending and general card sending front and centre of people’s minds.
Nick and Andrea are also keen to hear from GCA members and anyone in the industry and the public at large with stories about card sending, such as the results of any initiatives, feedback people have had from customers and any other greetings stories, so they can share the benefits of sending cards.
Amanda added: “The more content they have from all of us in the industry, the better they can spread the positive word about the power sending and receiving cards can have. Do feel free to reach out to them via the gca@arena-pr.com email address and share the stories that you feel deserve to be heard.
“Under the headline #Cardmitment, we’ll be taking every opportunity in the coming months to build a campaign that gets consumers and stakeholders talking about the power of cards to build connections that benefit us all.”
On the GCA website there’s a press release template which members can download and use to contact their local media to help tell the story of the power of the simple card – illustrated greetings have been sent since the 15th century with commercial card production beginning in the 1860s.
“Sending and exchanging cards promotes wellbeing and mental health, lighting up the life of recipients and senders alike,” Amanda said. “What’s more, that simple act nurtures local independent businesses on the High Streets we all love, supports local charities and organisations in the communities we care for and helps protect the Royal Mail delivery service we all treasure.
“The use of an expiring stamp in the next week to connect with someone who would love to know you’re in their thoughts, would be a small act that may have an incredible impact.”
The GCA will encourage Brits making a #Cardmitment next week to share their card-sending stories on its Instagram site and the social media feeds of its 500 members – from small indie High Street card retailers to some of the largest greetings chains and publishers in a creative industry worth over £1.5bn to the UK economy.
After 31 July, non-barcoded stamps will no longer be valid for sending mail and are liable to a surcharge if used, although they can still be exchanged through Royal Mail’s swap-out scheme.
To ensure the success of this multi-faceted national pr and marketing programme, the GCA is urging members to get involved both financially and by taking part.
The association 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 £25,000.
“It is great that we’re already halfway to our target, “ commented Adriana Lovesy, GCA membership and marketing coordinator. “The pledges have ranged from £10 to £6,000, each and every penny has been gratefully received and will be put to good use.”
Anyone who wants to donate to the campaign can click here or scan the QR code pictured.
The #Cardmintment plans include a Caring At Christmas initiative, spearheaded by Five Dollar Shake, 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.
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.
