Case Study: Strengthening B2B brand authority

Hallmark Business Connections (HBC), the B2B division of Hallmark, Inc., builds and strengthens relationships that help businesses thrive. The employee wellness engagement segment focuses on creating healthier workforces, driving down health care costs. HBC enlisted Morningstar Communications to help strengthen brand awareness.


HBC competes with numerous companies providing health and wellness programs to insurers, brokers and businesses. HBC needed to position Director of Wellness Engagement Jennifer Patel, as a stand-out thought leader in the marketplace to increase business relationships, leads and sales.


To create brand preference through thought leadership, Morningstar Communications designed a comprehensive marketing communications program. The program consisted of strategic ROI messaging, speaking and editorial opportunities, a proactive social media plan, ghost-authored blogs, unique video scripts and ongoing social media updates.


Jennifer’s visibility among the target audience increased with new inbound business leads and speaking opportunities. Annual unique blog visitors increased by 1,500 percent. Jennifer was featured in Corporate Wellness Magazine, Incentive Magazine, the Minneapolis-St. Paul Business Journal, Kansas City Health & Wellness, KMBZ Power Lunch and KC Business magazine.


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