USPS: A Simpler Way to Ship Holiday Campaign

Category: Office & Delivery Products & Services
Brand/Client: United States Postal Service
Primary Agency: Campbell-Ewald

STRATEGIC CHALLENGE

An American institution was under siege. The Postal Service had seen volume and revenue declines during the first three calendar quarters of 2009 and had to do something to rescue the all-important holiday season. USPS set a goal of reversing the losses by focusing on the 6-week holiday shipping season, the highest shipping volume period of the year.

USPS faced some harsh realities:

  1. Expected category contraction. The recession was still holding tight to the U.S. economy. Projections were for a soft gift-giving holiday and reduced gift giving means reduced gift shipping.

  2. Many online e-tailers don't use USPS. USPS is not an option for shipping on over 80% of the top e-tailing sites.