The U.S. Postal Service has received more than $102 million in revenue from an alliance it formed with marketing services company Imagitas Inc. and its MoverSource program. The news was announced at yesterday's USPS board of governors meeting in Boston.
Imagitas, Waltham, MA, created the Mover's Guide program in 1992 in conjunction with the USPS. The company puts change-of-address cards into kits containing coupons that are available at all 38,000 post offices for the 44 million Americans who move each year. The Mover's Guide is part of the MoverSource program, which also includes the MoversGuide Online and the Welcome Kit.
The Welcome Kit is automatically sent to movers when they arrive at their new homes that includes local information, such as how to register to vote and the names of area officials, as well as national and local coupons.
The revenue comes from First-Class postage that Imagitas uses to mail the Welcome Kit as well as a profit-sharing relationship it has with the USPS. In the USPS' fiscal year 2004, $24.3 million was generated, which is $2.7 million more than the previous year. Imagitas CEO Brett Matthews said the increase is attributable to the launch of Movers Guide Online program, which allows address changes to be made online.
Charlie Bravo, senior vice president for intelligent mail and address quality at the USPS, said more than 300,000 people changed their address online in August.
Bravo also said the USPS is proposing some changes to the change-of-address card in an attempt to make it more user-friendly. If approved, the changes will be made in January.