As summer winds down and fall approaches, it's time to start planning your firm’s holiday card strategy! If this feels early, think again. A successful holiday card campaign requires several decisions and steps, and now is the perfect time to start. Let’s explore the key considerations for this year.
Choosing Your Holiday Focus
First, decide which holiday your firm will focus on. Many professional services firms have shifted towards sending Thanksgiving cards, often accompanied by donations to local charities or food banks. This approach allows you to express gratitude while supporting the community. Others stick with the traditional “Season’s Greetings” to cover various December holidays, ensuring inclusivity. Some firms prefer to send New Year’s cards, signaling a fresh start and well-wishes for the coming year.
Crafting Your Message
Once you’ve settled on the holiday, it’s time to craft your message. Simplicity is often the best approach, but this is also your opportunity to get creative and stand out. Given the challenges of recent years and the ongoing global uncertainties, many firms may choose to emphasize themes of resilience, hope, and empathy in their messages. Whatever direction you take, ensure your message acknowledges the holiday or tradition and centers around the recipient, not just your firm.
Selecting the Type of Card
Next, consider the type of card you want to send. Will you stick with a traditional print card, or embrace the digital age with an animated e-card? Many firms are now choosing a hybrid approach, sending both print and digital versions that complement each other visually. This allows for a personalized touch while also embracing the convenience of digital communication.
Designing Your Card
With your initial decisions made, it’s time to focus on the creative aspects. Start by determining your budget and then choose the imagery that best represents the holiday. Will it be a winter landscape, festive lights, or perhaps a local landmark from the city where your firm is based? If you opt for an animated card, consider incorporating music or a voice-over to enhance the experience. Remember, digital cards often require a longer lead time, so plan accordingly and work closely with your creative agency to ensure a smooth process.
Sending Out the Cards
Finally, plan how you’ll distribute your cards. For print cards, decide whether you’ll use a global mailing list from your CRM or if individual practice groups will handle their lists. Will the cards be hand-signed or include signatures from multiple team members? Digital cards are typically sent via email to a firm-wide list, but you might also provide options for professionals to personalize and forward the message to their clients.
Before sending out your cards, double-check the details. Ensure the correct office location is listed on the envelopes, or that the email subject line encourages recipients to open the card.
To jump-start the right side of your brain, here are a few samples of simple, yet effective, cards Jaffe has developed in the past years. Click on the links and enjoy!
To get started today, contact Terry M. Isner at TMIsner@jaffepr.com, or any one of our Jaffe team members! Waiting until the last minute will result in a less-than-creative card and higher costs due to a shorter turnaround time.