USPS to promote 'Today's mail'

Share this content:

After discovering that its Web-based services, such as shipping, stamp purchases, change of address requests and mail holding requests, were not widely recognized, the US Postal Service decided to launch its first major branding campaign in several years.

With the tagline, "Today's Mail," the multichannel effort includes print ads, postcards, banner ads and microsites. It aims to educate consumers and business owners about access options with the postal service.

"Showing customers interfacing with today's technology and the mail is a good thing," said Rod DeVar, manager of advertising and promotion at USPS. "It signals that mail is not old and dated. Mail is connected to your laptop. There's a link between the way you use mail and technology today. They have a very compatible relationship."

The print campaign ran yesterday in US Today. During this week every household will receive a pink postcard that drives them to The creative features a checklist of tasks that merge mail and print, such as "create customized postage of your kid's artwork or "Use our friendly eco-friendly packaging." Business leaders will be directed to visit where they can learn about "tracking international shipments while on the train" or "driving customers to your Web site with a catalog."

"It was really important to us that we didn't over-promise," said DeVar of the campaign's messaging. He said that all of the capabilities are available today and many of them have been in development for over three years.

During the second week of November, USPS will be the first campaign execution using the direct mail line. "Today's holidays need today's mail" will feature consumer holiday situations and promote holiday shipping and e-commerce.


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above