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United States Postal Service July 23 2013 Masters of Branding 2013 Thesis Thomas Calabrese / Sarah Conroy / Janavi Kothari / Catalina Torres
| Date post: | 03-Nov-2014 |
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United States Postal Service
July 232013
Masters of Branding 2013 Thesis Thomas Calabrese / Sarah Conroy / Janavi Kothari / Catalina Torres
A History of Innovations
1792U.S. Post OfficeDepartment
1832InnovatingTransport
1847InnovatingCommerce
1863ConnectingEvery Home
1901InnovatingTransport
1918InnovatingTransport
1950sCreatingCommunities
1959MissileMail
1963InnovatingDistribution
1966InnovatingAutomation
But then, they did...
1970PostalStrike
1970PostalReorganizationAct
1971United StatesPostal Service
1973Federal Express TransformsDelivery
1980sFax TransformsBusiness
1990sEmail & InternetTransformCommunication
Meanwhile, at the post office
Post Offices
Long Lines
Unmaintained
Confusing Forms
Deteriorating
Junk Mail
Going Postal
2006PostalAccountability &Enhancement Act
$5.5 billionAnnual retiree health benefits mandate
-20
-15
-10
-5
0
2007 2008 2009 2010 2011 2012
$41BILLIONNET LOSSES $5.1
$2.8$3.8
$8.5
$5.1
$15.9
$ B
illio
ns
60
63
66
69
72
75
2007 2008 2009 2010 2011 2012
$75 $75
$68
$67
$65 $65
REVENUE
$10BILLION
71%
29%
Mail Services
Non-Mail Services
NON-RELEVANT
SERVICES
150
170
190
210
230
250
2007 2008 2009 2010 2011 2012
160
168171
177
203
212
Pie
ces
in B
illio
ns
DECLINEMAIL VOLUME
0
3750
7500
11250
15000
email text social letters
13 B
6 B
239 M 63 M
(USPS)
MESSAGESDAILY NUMBER OF
SENT IN USA (2012)
We are left with a brand which is ubiquitous and dated.
Public BailoutPrivatizationExtinction
Consequences
Where do we go from here?
“NEITHER SNOW NOR RAIN NOR HEAT
NOR GLOOM OF NIGHT
STAYS THESE COURIERS FROM
THE SWIFT COMPLETION
OF THEIR APPOINTED ROUNDS”
Tactile SecurityCommunity
Access HistoricalOmnipresent
Where are we today?
FinancialInstitutionsFail
SocialMedia
HousingBubbleBurst
EnvironmentalConcerns
MillennialGeneration
CollaborativeConsumption
CollaborativeConsumption
Where is the opportunity?
The need for
personal connection and community.
Opportunity
USPS interacts with
every single American home and business
on a daily basis.
Access is becoming
more important than ownership.
USPS has an infrastructure
that gives people access to goods & services
across America.
Opportunity
Security, privacy and trust
are the biggest concerns that arise from
collaborative
consumption.
Federal laws protecting
the sanctity of US mail make it a trusted,
secure & reliable
brand.
Opportunity
OmnipresentTactile Security
Community AccessHistorical
OmnipresentTactile Security
Community AccessHistorical
Universal Service Obligation
Economic
Trends
Cultural
Trends
USPS Model
71%
29%
Mail Services
Non-Mail Services
Mail dominant service modelCurrent
71%
29%
Flexible service modelProposed
Non-Mail Services
Mail Services
71%
29%
USPS Model
Flexible service modelProposed
MoneyPackagesIdentity
Letters
71%
29%
People
Our job is to make your world bigger
To enable connections
To support your dreams
To build a stronger nation
We are the USPS
Connecting the nation one person at a time.
What if this supportedeverything that we did?
Internet for All
Communications
ExpressPriorityFirst Class
1 Day2 Days4 Days
Look & Feel
Rigid
Dated
Limiting
Name
ProgressiveMoving forward; advancing;a movement toward a goal;
growth; onward, forward
PostalOf or pertaining
to the post office
or mail service
United StatesProgressive
Services
Name
