Direct > Product/Service
MISSION POSSIBLE
DRAFT, Chicago / UNITED STATES POSTAL SERVICE / 2004
Overview
Credits
OVERVIEW
BriefExplanation
The United States Postal Service is known more as a mail delivery service than a package shipper. Our challenge and the primary objective for this initiative was to increase awareness that USPS is a competitive package shipper, offering a range of services at low rates. Additionally, the piece needed to generate qualified leads that would be called on by the USPS Sales Force.
CampaignDescription
Through an intriguing 'Confidential' envelope containing a file of fictional top-secret 'case studies', the USPS demonstrated that they can provide solutions to the most common challenges businesses face when making shipping decisions. In this way, they could show an understanding for business concerns as well as highlight key benefits that offer a competitive advantage.
Outcome
The impact of this piece is not so much in the 2.14% of recipients that requested more details on USPS products and services, but in the follow-up research. 76% of those who had seen the mailing felt the USPS was helping their business. And nearly 80% rated the service attributes highlighted in the piece as very valuable.
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