Mother’s Day Cards Created by Moms of All Kinds, for Moms of All Kinds
The Real-Life Moms, Grandmothers and Daughters at American Greetings who Write From Experience
Contact: Frank Cirillo, 216.252.4938
CLEVELAND, OH (April, 2008) – When you’re standing in the card aisle looking for the perfect Mother’s Day card that says just the right thing to your mom, grandmother, daughter, wife, sister or friend, there’s a good chance you’ll pick up one that was actually written or inspired by one of the hundreds of real-life moms who work at American Greetings. The company, which offers more than 3,000 different Mother’s Day cards this year, ensures there’s something for every relationship with Mom by encouraging associates to share their experiences with motherhood and incorporating those learnings into cards for the holiday.
Coupling just the right message with the perfect design and presentation for 3,000 different cards takes about a year from start to finish. During that time, a cross-functional team at American Greetings meets to analyze consumer data, forecast color, language and design trends for the coming year, and discuss their personal experiences. The moms in the group bring their stories to the table, and everyone shares insights they learned about motherhood from the many moms they know among their family and friends.
“As a mother, I’m very aware of how relationships between moms and kids change through the years. And now that I’m a grandmother, sometimes I feel like I’ve experienced it all,” said Anne McEvoy, Senior Writer/Editor at American Greetings, who has five children and six grandchildren. “When I talk to other moms, however, its clear that there are many relationship dynamics to take into account. That’s why it’s important to bring a wealth of different experiences and voices to the table when we start to work on Mother’s Day cards.”
McEvoy, who has written cards for American Greetings for 21 years, not only receives cards on Mother’s Day; she also gives cards to the many moms in her life, including her mother, daughters and daughters-in-law. This perspective as both a sender and a recipient helps guide her writing as well.
“Every one of the moms in my life gets a different card because I try to pick something that’s both a reflection of her and a reflection of our relationship,” added McEvoy. “A common thread among the cards I like is the theme of pride. I’ve learned that acknowledging and celebrating the woman behind every mother is an important message for many moms to hear, including me, so we’ve made sure to incorporate references to her sense of style, her talents and her interests in our Mother’s Day cards.”
In fact, this pride theme is part of a card for a wife from her husband that McEvoy wrote for Mother’s Day, which reads, “For every smile I see on our children’s faces; For the ways they’re learning to believe in themselves, listen to their hearts, and begin to really know what matters in this world; For all the little things and important things you’ve taught both them and me about family, about friendship, about life, about love; You make me feel so thankful to be sharing my days with you – the woman I love with all my heart.”
For Carolyn Koesters, Conventional Writing Manager at American Greetings, writing Mother’s Day cards took on a whole new meaning when she became a mom for the first time three years ago. As a mother, wife and daughter herself, Koesters often reflects upon these relationships when writing, especially relationships between women who might be very different from each other but still want to express their love, appreciation and respect.
“Being a mom has put so many things in perspective for me. I feel like I have a much better understanding of how much my Mom loved me as a child and still loves me today, and I’m able to draw upon this experience when I write,” said Koesters. “Relationships change over time, especially between mothers and daughters, and I’m proud to say that our Mother’s Day cards represent every stage. That’s the goal of our writing.”
Koesters has written many cards for Mother’s Day that were inspired by her own relationship with her mom. One of which reads, “For loving me no matter what, for knowing when I tried my best (and calling me on it when I didn’t), for teaching me how to share, for showing me the world. Thank you, Mom and Happy Mother’s Day.”
Koesters also reminds the writing team about the many phases that the husband-wife relationship progresses through when the parenting layer is added to the mix, something she has experienced firsthand.
“New dads are often in amazement of the mothering abilities of their wives as they become first-time parents. Life with little ones can be hectic and busy, so we write cards for this phase in their relationship for Mother’s Day that communicate these ideas,” noted Koesters. “On the other hand, we’re also very aware that the relationship changes when the kids are grown, especially when parents see their children become parents themselves. Couples with grown children often want messages that speak to their accomplishments as parents and the excitement of this new empty nest stage in their lives.”
Look for American Greetings Mother’s Day cards from Anne, Carolyn and many other talented writers at participating drug chains, grocery stores and super centers nationwide, as well as in American Greetings and Carlton Cards retail stores. Visit www.americangreetings.com/retailers for store locations.
About American Greetings Corporation
American Greetings Corporation (NYSE: AM) is one of the world’s largest manufacturers of social expression products. Along with greeting cards, its product lines include gift wrap, party goods, stationery, calendars, ornaments and electronic greetings. Located in Cleveland, Ohio, American Greetings generates annual revenue of approximately $1.7 billion. For more information on the company, visit http://corporate.americangreetings.com.