Hallmark Launches Writing Community Dedicated to Black Women
Niko Pajkovic — January 21, 2022 — Social Good
References: hallmark & bizjournals
Iconic greeting card company Hallmark has recently launched a writing community for Black women called the Mahogany Writing Community. Currently, the community hosts eight writers who create content on romance, friendship, motherhood, and sisterhood.
Writers in the community include several notable Black professionals such as podcast host Jamie Grace, Grammy-nominated artist Kennessha Buycks, poet Tonya Ingram, and social worker and writer Faith Brookes. Founded 34 years ago, Hallmark's Mahogany sub-brand has always focused on creating a diverse range of greeting cards. However, this is the first time Mahogany has put together a community dedicated to Black women -- a move that Alexis Kerr, vice president of Mahogany, sees as a "big part of Mahogany's growth as a brand."
"We are creating a place where Black women can trust that their unique stories will be told, that their truths will be heard and honored, and their collective culture celebrated through the vibrant spectrum of their individual experiences," said Kerr in a recent press statement.
Image Credit: Hallmark
Writers in the community include several notable Black professionals such as podcast host Jamie Grace, Grammy-nominated artist Kennessha Buycks, poet Tonya Ingram, and social worker and writer Faith Brookes. Founded 34 years ago, Hallmark's Mahogany sub-brand has always focused on creating a diverse range of greeting cards. However, this is the first time Mahogany has put together a community dedicated to Black women -- a move that Alexis Kerr, vice president of Mahogany, sees as a "big part of Mahogany's growth as a brand."
"We are creating a place where Black women can trust that their unique stories will be told, that their truths will be heard and honored, and their collective culture celebrated through the vibrant spectrum of their individual experiences," said Kerr in a recent press statement.
Image Credit: Hallmark
Trend Themes
1. Diversity-focused Writing Communities - Companies can create more writing communities that are dedicated to people of different ethnicities, genders, and backgrounds to give voice to their unique stories and elevate their cultural experiences.
2. Content Creation for Underrepresented Groups - Creating content for underrepresented groups can open up new markets and create more opportunities for storytelling.
3. Targeted Marketing Based on Culture and Ethnicity - Targeting marketing to specific cultures and ethnicities through meaningful collaborations can lead to brand growth and expand the market demographic.
Industry Implications
1. Greeting Card Industry - The greeting card industry can expand its reach to underrepresented communities by creating more diverse greeting cards that resonate with different cultures and creating writing communities that focus on underrepresented groups.
2. Publishing Industry - The publishing industry can become more inclusive by creating communities that support writers of different backgrounds and cultures, and by actively seeking out and promoting works by underrepresented writers.
3. Marketing Industry - The marketing industry can expand its market demographic by creating targeted campaigns that appeal to specific cultures and communities and by collaborating with diverse writers and artists to create content that resonates with different audiences.
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