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United States Postal Service
USPS Political Mail

RAN IN: United States

CLIENT
United States Postal Service

Chris Karpenko, Executive Director, Brand Marketing
Sarah Doughty, Brand Marketing Specialist

AGENCY
MRM // McCann *Lead Agency

Jeff Paris, SVP, Executive Creative Director
David Emmitt, VP, Group Creative Director
Adam Hancock, Associate Creative Director
Denise Bruhns, Group Strategy Director
Tracey Sutherland, Senior Strategy Planner
Joseph Boyce, Account Director


Universal McCann

Michael Knopf, SVP, Client Business Partner


Weber Shandwick

Steve Basserman, VP, Public Affairs


SUMMARY

A winning campaign strategy is a digital strategy--that's what campaign managers heard in 2016. So what do you do when your product is seen as the very opposite of digital? You embrace your digital competition and make it work better than it ever could alone. To increase direct mail revenue in the 2016 elections, USPS showed modern campaigners how to get better results by uniting digital and physical channels rather than choosing one over the other. The result: a 34% revenue increase and a marketshare boost over the 2012 elections. 

CASE STUDY

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CASE VIDEO


Hero Medium: DIRECT

Medium Featured On Video: BRANDED CONTENT;DIRECT;Email;Mail;INTERACTIVE/ONLINE;Brand Website/Microsite;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;PR;SEARCH ENGINE MARKETING (SEM/SEO);SPONSORSHIP;Marketing Impact Calculator, a digital tool; AND account-based marketing--custom direct mail + digital ideas presented to top-tier campaigns

Audience: Political campaign managers

Objectives: Increase sales, volume

Type: Business-to-Business

Classification: National

Language: English