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Thursday, September 22 • 1:45pm - 2:15pm
The Right Words

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With stationery and all social expression product, the ultimate goal is always connection — whether it is one-to-one through a greeting card or ciphering that perfect solution to an ongoing problem in a journal. The job is the maker, then, is to facilitate this for people they have never met and will most likely never meet — and also form a connection with the audience she organically grows. From verbiage to illustration and graphics, product details to packaging, what is driving today’s most dynamic, cutting-edge finds? And, beyond your product, what does your brand say about you? From mission statement to cause-related promotions, consumers are becoming more and more discerning about those makers they choose to support and follow. Sarah will provide a deep dive into what is capturing consumer attention — and sales.
Learning Objectives
— The maker model and how it is shaping the current stationery market. What role does social media play in building a stationery brand and small community?
— The new authenticity — speaking to a few deeply instead of trying to appeal to many on a more superficial level. We all have a voice, find your song!
— Deconstructing what goes into great product v. a good one.
— Pervasive card/stationery themes and categories that makers address (whether they like it or not) both in their product and messaging to their community (cause related, suppliers/materials, collabs with stores and other brands, stronger categories like support & sympathy).

avatar for Sarah Schwartz

Sarah Schwartz

Editor In Chief, Stationery Trends
Sarah is a magazine editor, writer, podcaster and consultant. She first started covering stationery as a market editor for the trade publication Gifts & Decorative Accessories in 1997, and in 2008, she became founding editor of Stationery Trends, an award-winning trade quarterly magazine... Read More →

Thursday September 22, 2022 1:45pm - 2:15pm EDT