Direct > Product/Service
MAILTOWN USA
DRAFT, Chicago / UNITED STATES POSTAL SERVICE / 2004
Overview
Credits
OVERVIEW
BriefExplanation
Small to mid-sized businesses are hesitant to use Direct Mail in their marketing mix because they feel it is too difficult to execute. So the USPS wanted to provide these businesses with a tool that would not only encourage interest in using Direct Mail, but walk them through producing a campaign.
CampaignDescription
We delivered an engaging and interactive CD to supply businesses with ideas, inspiration and knowledge that make Direct Mail less intimidating. Mailtown, USA invites users to a virtual small town where each storefront takes them step-by-step through Direct Mail basics, benefits, planning, production and post-mailing analysis. Its friendly and graphically rich interface makes even the most novice marketer feel like a Direct Mail expert. TV host, Hattie Bryant serves as Mailtown's tour guide and brings a human element to this virtual world. Hattie's long-time affiliation with helping small businesses grow helped add credibility to the advice in Mailtown.
Outcome
When asked about Direct Mail use 8-12 weeks after receiving the CD, businesses conveyed the following: 42% will use Direct Mail more often because of the CD. 79% are likely to do a Direct Mailing within six months. 68% said the CD contents made Direct Mail easier. 56% said they have more confidence in doing a mailing. 56% would use Direct Mail in new and different ways. The USPS now plans to update and release version two of Mailtown, USA in the upcoming year.
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