The United States Postal Service
The United States Postal Service. The USPS is responsible for 40 percent the earths mail. The USPS has been operating since Benjamin Franklin was appointed as the first official postman in 1775. In 1847 the first set of stamps were issued. In 2007 the forever stamp was introduced and since then the company hasn’t looked back! It does not receive government tax payer money to support itself, it works off of the profit of the packages and letters being mailed out daily. The competition has slowly started to take over but the USPS still holds the majority of the worlds shipping.
Objective: After seeing these ads, the target audience should be more informed that the United States Postal Service employees are more than just employees, they help benefit neighborhoods. USPS is fast, reliable, trusted, friendly, easy and organized, there should be no doubt but to think that the USPS has resurfaced as a productive company that can get what you need to send out on time to arrive when its needed, safely. The viewers should already know what the USPS is and want to use their services more. Friendly reminders that their mail carriers are there to help.
Objective: After seeing these ads, the target audience should be more informed that the United States Postal Service employees are more than just employees, they help benefit neighborhoods. USPS is fast, reliable, trusted, friendly, easy and organized, there should be no doubt but to think that the USPS has resurfaced as a productive company that can get what you need to send out on time to arrive when its needed, safely. The viewers should already know what the USPS is and want to use their services more. Friendly reminders that their mail carriers are there to help.
Design Rational: The United States Postal Service has been around since its first employee, Benjamin Franklin started. Since then they have been carrying a majority of the worlds mail and delivering it on time and safe. Day in and day out letter carriers go unnoticed and unappreciated. This campaign aims to change that.
The advertisements are directed to inform the viewer that their letter carrier is more than just that; they have their own traits and characteristics that make them unique. In that, they become in a sense the unsung hero’s of the neighborhood. Their roles vary, from lookout to friend to guide. Letter carriers have saved lives of people who have become injured and couldn’t reach for help, they have been a listening ear to those who need a friendly acquaintance, while others have directed tourists or people new to areas in the direction of what they are looking for. Their jobs extend much further than dropping sealed envelopes in your mailbox. They care. They are more than delivering.
Market Media 1: Pop-up - The pop-up is an advertising device that is implemented via digital service. The USPS has been known for what they do, deal with snail mail, physical tangible things. They are pioneering largely into the digital realm as well. This pop-up is targeted to a website and would occur on other websites that the target audience would visit. In this case, Cool Material, a website for “things guys want.” Through out the ad campaign icons were created to symbolize what USPS stands for, reliability, fast, and caring. An envelope slide up from the bottom and stops in the center of the screen, from there, the flap opens and inside are two items. They slide up and out as the envelope slides down and away. The items center and then separate from each other and insist the viewer to learn more about a mail carrier. Upon clicking the pop-up, they would be transported to a “More than delivering” landing page, where you can find out about different letter carriers in your city and learn about their stories.
Market Media 2: Stamp - Branching off the original print ads, a QR code is placed on the stamp. Once the viewer sees the code, they can scan with their smart phones or similar devices which takes them to the landing page, again where they can learn more about their letter carriers. The stamp is issued as a 44 cent stamp and can be purchased for use. Twice the market is reached. The sender can learn more as well as the recipient of the letter!
Market Media 3: Commercial - The commercial follows around one of the USPS workers as they are doing their job, showing how friendly, watchful and helpful they are. In this video Wayne Newcomb delivers his mail as usual. One of the stops on his route is geared up for Halloween! He politely avoids knocking over any decorations and even closes the gate behind him when he leaves. His thoughtfulness is a kind of generosity that can only be learned. Wayne is more than delivering. This video as well as others of letter carriers would accompany the specific workers profile page on the “More than delivering” landing page.
Market Media 4: Web Page - The More than delivering campaign is to inform the country that letter carriers do more than bring you junk mail about the election and whats on sale at the grocery store. They are there to help you. Each postal letter carrier talk about how their job has lead them to how they can be more helpful to the community. A video accompanies their stories. You can search for your letter carrier or listen to other ones from your neighborhood or abroad!
The advertisements are directed to inform the viewer that their letter carrier is more than just that; they have their own traits and characteristics that make them unique. In that, they become in a sense the unsung hero’s of the neighborhood. Their roles vary, from lookout to friend to guide. Letter carriers have saved lives of people who have become injured and couldn’t reach for help, they have been a listening ear to those who need a friendly acquaintance, while others have directed tourists or people new to areas in the direction of what they are looking for. Their jobs extend much further than dropping sealed envelopes in your mailbox. They care. They are more than delivering.
Market Media 1: Pop-up - The pop-up is an advertising device that is implemented via digital service. The USPS has been known for what they do, deal with snail mail, physical tangible things. They are pioneering largely into the digital realm as well. This pop-up is targeted to a website and would occur on other websites that the target audience would visit. In this case, Cool Material, a website for “things guys want.” Through out the ad campaign icons were created to symbolize what USPS stands for, reliability, fast, and caring. An envelope slide up from the bottom and stops in the center of the screen, from there, the flap opens and inside are two items. They slide up and out as the envelope slides down and away. The items center and then separate from each other and insist the viewer to learn more about a mail carrier. Upon clicking the pop-up, they would be transported to a “More than delivering” landing page, where you can find out about different letter carriers in your city and learn about their stories.
Market Media 2: Stamp - Branching off the original print ads, a QR code is placed on the stamp. Once the viewer sees the code, they can scan with their smart phones or similar devices which takes them to the landing page, again where they can learn more about their letter carriers. The stamp is issued as a 44 cent stamp and can be purchased for use. Twice the market is reached. The sender can learn more as well as the recipient of the letter!
Market Media 3: Commercial - The commercial follows around one of the USPS workers as they are doing their job, showing how friendly, watchful and helpful they are. In this video Wayne Newcomb delivers his mail as usual. One of the stops on his route is geared up for Halloween! He politely avoids knocking over any decorations and even closes the gate behind him when he leaves. His thoughtfulness is a kind of generosity that can only be learned. Wayne is more than delivering. This video as well as others of letter carriers would accompany the specific workers profile page on the “More than delivering” landing page.
Market Media 4: Web Page - The More than delivering campaign is to inform the country that letter carriers do more than bring you junk mail about the election and whats on sale at the grocery store. They are there to help you. Each postal letter carrier talk about how their job has lead them to how they can be more helpful to the community. A video accompanies their stories. You can search for your letter carrier or listen to other ones from your neighborhood or abroad!
