Impact Project - USPS Campaign

This is one of the few projects done in school what wasn't completed as a team effort. This project was supposed to be the "wow factor" of my portfolio. According to my professor at the time, I didn't achieve the level of impact that I was striving for. However, I feel that it's a good representation of my thought process. For most of my college career, I was in love with strategy - and I still am - but then I took Copywriting. And I loved that, too. I thought that after having studied the strategic side of the business that I could flip-flop over to the creative. Scott Sherman, a professor of mine, told me that you can't be somewhat good at all of it. You have to be fantastic at one aspect. I listened.. but I didn't. This is my attempt at trying to cover a little bit of all of it.

We all get it - MAIL!

The United States Postal Service is an agency that everyone has to come into contact with -- we have no choice if we want to receive mail. We all have to use this government agency in some sort of fashion. Even if you are trying to become paperless, those direct mailer companies are not. You’ll still receive mail, even if you choose not to send it. And we have plenty of other options to correspond. We can text, e-mail, send an e-card, chat on Facebook, send a message on MySpace, etc. Although nothing will replace getting a handwritten letter in the mail, except, apparently, checking your Gmail inbox, as a nation, we’ve moved forward.
The USPS will deliver your mail anyway they need to in order to get it to your house -- even by mule, if necessary, as they do in Supai, AZ. The Postal Service is such a large business, there are many different messages floating around out there about it. The most recent one found was, “We are everywhere so you can be anywhere.”
This message is just a reminder that there’s a Post Office, or a drop box, anywhere you need it. There is no incentive behind using the USPS over other methods of shipping, aside from convenience. Since we all have to get mail -- whether we want to or not -- the USPS needs to push for a larger share of the shipping industry. Currently, shipping only comprises ten percent of the year’s revenue for the USPS.

Mail and Shipping and Shipping Mail

The mail is something we have no choice about, but we do have choices as to whom we use to ship our packages. There are now stores, such as the Post Net, which will allow a customer to take a package, fill out the information to where it’s being sent and then a clerk will tell you all of the different shipping options, such as shipping by FedEx may be more expensive, but it might get there a day early. Or, if you’re looking for the cheapest route but aren’t in a hurry for the package to arrive, you can use Company X. These stores are convenient, and do the research so the consumer doesn’t have to.
In the shipping business, it is all about price and convenience. If each company that offers shipping is competitive in price, that leaves convenience. The Postal Service has reiterated just how convenient they are. But, people still need a push -- as the revenue shows.

The Post Office does what?

In doing research, many facts presented themselves as an interesting way to get people to use the USPS for their shipping needs. The USPS supports various causes, they support Americana and will help those who need to ship overseas to loved ones fighting the war. The USPS says “We deliver more than mail -- we deliver community service” and they do. The employees of the USPS raise more pounds of food in a one day canned food-drive than one can imagine - over 70 million pounds in 2007. The USPS purchases more rubber bands than anyone else. They give back on a daily basis, claiming they save one home, person or both a day. The Postal Service has offered incentives such as the chance of winning $10,000 to shop with on eBay if you ship with them. These obviously are not enough - whether or not they’re interesting.

The one thing that kept popping up was the thought to go green. After some consideration, this thought was cast aside. It was discussed that this strategy would not be enough to get people to use the USPS for their shipping needs. Another thought that was, initially, dismissed was the thought that the one thing the USPS is good at is MAIL. And not just making mail, but the delivery. Therefore, the message has been changed. Yes, the USPS IS everywhere, so you can be anywhere - and still have your mail sent. But, they are also everywhere for those who need packages shipped. And if they can deliver packages the way they can deliver mail, it’s outstanding. I’m looking at this as an argument - my side is that the USPS is the way to go when it comes to shipping because they are experts on deliveries. Each execution should support that claim.

Message:

The USPS is the leading company to get deliveries where they’re supposed to be. They are delivery experts.

Strategy:

Show how the USPS is THE expert on delivery. The executions will use facts about ways in which the USPS has shown this. Perhaps rare facts, such as delivering President Lincoln’s Inaugural Address in seven days from one coast to the other - on horseback. The strategy is to make it known that the USPS is the expert on delivery. Each execution will support this strategy, and all deliver the message that the men and women who work for the Postal Service are experts when it comes to delivery. Delivery is what they do best and if they can deliver a letter no matter what, they can deliver a package no matter what.

Some facts that support the argument that the USPS is the delivery expert:
They’ve been delivering mail since 1775, before we even declared independence.
The numbers of pieces of mail delivered each day.
Unique deliveries: Lincoln’s Inaugural Speech from St. Joseph, Missouri to Sacramento, CAL in 7 days - fastest mail to that point, delivery by mule, etc.
The USPS created overnight air service.
Postal Inspectors ensured the security of every gold bar shipped from New York to Fort Knox in 1934 — they were all sent via Registered Mail.
Perform at least one heroic act by saving a customer's life, home, or both.
From the Post Office Department to the United States Postal Service, we’ve been delivering your packages anyway possible - by car, truck, horse, foot, bicycle, ship, air or even mule.
Handling shipping packages since the act of 1912. Previous to that, a package had to be four pounds or less.
First airmail test run was done in 1911. Began in 1915.
In the 1880’s, the USPS even used a dog named Dorsey used for delivery.
Print Ads:
I imagine all of these ads to be designed in a way that makes them look old - something that corresponds to the facts. The copy is written as an address on an old box, or an old rural mailbox. Each piece of copy will be cohesive with the visual.

Ad 1:
Headline: If Fort Knox can trust us with its gold, you can trust us with that robe for Mom.
Body Copy: In 1934, the Postal Service was in charge of securing the delivery of the gold to Fort Knox. It was all sent Registered Mail.
Visual: Use an old box, copy written in either handwriting, or old script.

Ad 2:
Copy: The town of Supai, Arizona is more reliant on the Postal Service than any other area in the country. They are the only town in the U.S. That gets their mail by mule and we deliver their livelihood. If they can trust us with the delivery of the food for the entire town, you can trust us with that new XBox game for your nephew.
Visual: Pack mule, saddlebags filled with mail. Sepia tones.

Ad 3:
Copy: President Lincoln’s Inaugural Speech was delivered from Missouri to California in seven days by the Pony Express, the fastest delivery at the time. We can put a rush on the wedding present for your cousin.. That you bought today.. And need there tomorrow.
Visual: Picture of the old Pony Express - cowboy looking guy on a horse, again packed with deliveries.

Ad 4:
Copy: The United States Postal Service has been delivering mail before there was a United States Government. The USPS serving your delivery needs since 1775. We’ve had over 230 years to perfect our delivery technique, and we’re sure we’ve got it right.
Visual: Civil War type picture, but instead of a soldier which we’re used to seeing, a picture of a mail carrier.

Ad 5:
Copy: Last year, 381 Postal Service employees were recognized for heroic acts. Delivering your packages was not one of them, although when considering the hazards of neighborhood dogs, city buses and people going postal, it could be up for consideration.
Visual: Large copy, Postal Service logo.