United States Postal Service: Your Other Address

Business Situation

THE PO BOX: STRUGGLING IN THE DIGITAL AGE

In November of 2010, the United States Postal Service announced a total revenue loss of 8.5 billion dollars for fiscal year 2010. Faith in the Postal Service was wavering. And one of their key offerings, the PO Box, was experiencing declining revenue and occupancy for 3 consecutive years—34% of all PO Boxes were vacant, plus a new competitor, UPS, was getting aggressive.

The need for confidentiality of personal information has never been greater. Yet, focus groups confirmed that PO Boxes weren't a part of the consideration set when thinking of security solutions. The reasons why people get PO Boxes are often associated with negative situations (homelessness, divorce). It was a grudge purchase, customers purchased it because they had to, not because they wanted to. It was time to re-launch a 200-year-old brand.

Campaign objectives