The U.S. Postal Service (USPS) has a monopoly on direct mail, delivering 80+ billion pieces last year. Yet, marketing mail volume has declined steadily since 2007. It was time for USPS to advertise the idea of direct mail to advertisers, and rekindle the love of DM.
Objective of the Campaign
Our strategic exercise began with a look at marketing mediums. Digital marketing is pervasive, and with the targeting capabilities of social media and the ubiquity of mobile, it's easy to understand why marketers today are spending more and more of their budgets in those mediums, despite growing concerns around ad blockers, email filters and banner fatigue. We also considered how marketers approach their channel planning, specifically knowledge of and execution of omni-channel marketing plans. In this regard, we found that many marketers often overlooked DM as a tactic due to unfamiliarity and/or negative perception.