Anne Cuddy helps people communicate, one greeting card at a time. The 2010 Iowa State advertising graduate is an associate editor in Everyday Greetings for Hallmark Cards Inc. in Kansas City, Mo.
"I am a ‘word’ person on the Encouragement team, which means I plan the copy for Baby, Sympathy and Encouragement cards said Cuddy. "I try to help people say what they really want to say in those special occasions of life that widely range in emotion and difficulty."
"Once we pinpoint a need that is not being met, my editorial director and I facilitate a writing project to acquire new copy," she explained. "Then my job is to inspire the writers and help direct and focus their writing in specific ways to create a collection that is both widely ranging in purpose and generally easy to send for the consumer."
Cuddy, an English minor at Iowa State, concentrates a lot on the relationships between consumers and the audiences with whom they are trying to connect. "It's my job to make sure the messages are relevant, fresh and meaningful," she said. "I hope the reaction is 'That's just what I wanted to say!'"
Her position requires her to research trends and current events that relate to the changing needs of consumers. The next step is to determine what point-of-views are missing from the current line of cards. "Then we plan copy to best balance our future encouragement cards," said Cuddy, who has worked in the creation of other Hallmark products, such as blog writing, articles, augmented reality video, plush toys and games.
Cuddy was an active student at Iowa State. She was a member of the College of Liberal Arts and Sciences Ambassadors, a group that helps with on-campus student recruitment activities, and was a consultant for the ISU Writing and Media Help Center. She also was a member of Iowa State's Ultimate Frisbee team and Intern at the Center for Excellence in the Arts and Humanities on campus.
In addition, Cuddy was an exchange student for six months in Hawaii.
"I applied for the National Student Exchange Program," she said. "It was on a whim." Cuddy attended the University of Hawaii at Hilo, doing her homework daily at the beach and participating in a school musical.
Back on the mainland, in the summer of 2010, Cuddy started at Hallmark as humor writing intern and immediately "fell in love" with the company.
"I urge ISU students to apply for Hallmark internships," she added. "I had so much fun, gained a lot of personal and professional experience, and was able to make connections and apply for a permanent position when the internship was nearing its end.
"And best of all, it’s wonderful to go to work and be a part of a creative community."