United States Postal Service: Fly Like An Eagle campaign

Mariko Fujinaka

Even though the United States Postal Service (USPS) was made an independent agency in the 1970s, it was not until Loren Smith became the chief of postal marketing for USPS in 1994 that the organization aggressively competed in the private sector.

United States Postal Service: Fly Like An Eagle campaign

Mariko Fujinaka

OVERVIEW

Even though the United States Postal Service (USPS) was made an independent agency in the 1970s, it was not until Loren Smith became the chief of postal marketing for USPS in 1994 that the organization aggressively competed in the private sector. The two largest competitors of USPS, the FedEx Corporation and United Parcel Service, Inc. (UPS), both dominated the global market for overnight and two- to three-day deliveries. Before Smith approved several of USPS's successful marketing campaigns, public perception was that the Postal Service was slow and unreliable....

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