When Hallmark Channel provides $8,000 in education grants to participating affiliates and their advertising partners, as the network did recently, everybody wins, Multichannel News reports. The network’s grants were customizable and could be used for a variety of educational experiences from kindergarten to college and beyond, Hallmark Channel’s senior director of affiliate ad sales Rita Caprino told Multichannel. The Back-to-School campaign had bigger buy-in from affiliates than any other campaign by the network to date. “The campaign allowed affiliates to demonstrate social responsibility with themselves or with a local advertiser,” Caprino told the Web site.
—Christopher Perez