Direct > Product/Service
THINK DIRECT MAIL RESULTS
DRAFT, Chicago / UNITED STATES POSTAL SERVICE / 2004
Overview
Credits
OVERVIEW
BriefExplanation
The USPS has seen a decline in the volume of Direct Mail with the increase usage of other communication channels, including Internet and telemarketing. Our challenge and primary objective was to increase use of Direct Mail, as well as generate inquiry and use of USPS Direct Mail products and services.
CampaignDescription
Research indicated that our target audience currently understands the impact Direct Mail can have on their business. Our strategy focused on moving the target from 'knowing' about Direct Mail’s effectiveness to implementing more creative and effective campaigns. The 'Overlay' piece demonstrated how the target can elevate their creative and results with USPS products/services.
Outcome
2.55% of recipients requested additional information on some of the new USPS products highlighted. Follow-up contact with recipients revealed the positive results: 77% will consider using Direct Mail in the next year. 80% indicated that they think Direct Mail is a creative advertising tool (up from 65% in earlier surveys). Overall confidence in Direct Mail and the USPS increased, and many expresssed desire for more information.
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