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May 5, 2011

SPECIAL EDITION

WHERE IS THE MAILING INDUSTRY’S FUTURE?

MAILERS QUERY POSTAL SERVICE TOP LEADERS

Photo of Postal Service Executive Leadership Team: From left, Postmaster General Patrick Donahoe, Chief Operating Officer Megan Brennan, Chief Information Officer Ellis Burgoyne, President and Chief Marketing/Sales Officer Paul Vogel, Deputy Postmaster General Ron Stroman, General Counsel Mary Anne Gibbons and Chief Financial Officer Joseph Corbett.
Postal Service Executive Leadership Team: From left, Postmaster General Patrick Donahoe, Chief Operating Officer Megan Brennan, Chief Information Officer Ellis Burgoyne, President and Chief Marketing/Sales Officer Paul Vogel, Deputy Postmaster General Ron Stroman, General Counsel Mary Anne Gibbons and Chief Financial Officer Joseph Corbett.

Simplicity and making it easier to do business with the Postal Service were the themes earlier this week at the National Postal Forum, where the Postal Service’s executive leadership team addressed a standing-room-only crowd during the Postmaster General’s Executive Session.

“We want to share some of our strategies with you and better explain some of our key priorities,” said Postmaster General Patrick Donahoe, who was joined onstage by Chief Operating Officer Megan Brennan, Chief Information Officer Ellis Burgoyne, President and Chief Marketing/Sales Officer Paul Vogel, Deputy Postmaster General Ron Stroman, General Counsel Mary Anne Gibbons and Chief Financial Officer Joseph Corbett for informal conversations with mailers.

The first phase of installing 100 Flats Sequencing System machines will be completed by June and will result in a reduction of almost 1,100 delivery routes, Brennan said. But work remains on improving national critical entry times for First-Class Mail, Periodicals and Standard Mail flats.

Continued improvements to Full Service Address Correction Service; increased tracking for mailpiece, trays and containers; and full tracking of all barcoded packages by October were among the customer improvements announced by Burgoyne.

Two new electronic programs — eDropShip and electronic payment — will replace cumbersome paper-based systems for mail acceptance and billing.

After reiterating the Postal Service commitment to a national advertising campaign reinforcing the value of mail, Vogel said that $10 million in revenues already have been achieved through Every Door Direct Mail — a product that simplifies creating and delivering marketing mail.

Other customer-focused products being considered include an expansion of Reply Rides Free to include a free second ounce, and ways to provide free business-to-consumer shipping for online purchases, added Vogel.

POSTAL SERVICE RECOGNIZES DIRECT MAIL SUCCESS

HONORS MLICKI WITH 'MAIL' AWARD

Blue Octo Classified Dossier direct mail piece created by Mlicki.

At a special awards ceremony at the National Postal Forum this week, the Postal Service presented Ohio-based branding agency Mlicki with a Marketing Achievement in Innovation and Leadership (MAIL) Award for a direct mail campaign that attained a 10 percent response rate.

Recognized for creative and effective use of direct mail to achieve business goals, Mlicki won the MAIL Award for its Blue Octo Classified Dossier. The “classified dossier” direct mail piece was part of a multichannel marketing campaign to launch Blue Octo, a line of industrial waste-water pumps manufactured by Gorman-Rupp, Mansfield, OH. The Blue Octo Classified Dossier direct mail piece was sent to 3,000 prospects, generating 300 sales.

“The Postal Service is pleased to honor Mlicki with the first MAIL Award,” said Paul Vogel, president and chief marketing/sales officer. “Their fun and creative use of direct mail is sure to inspire other companies to take advantage of one of the most effective ways to promote new products and prospect new customers.”

In addition to the direct mail piece, the integrated campaign included a Blue Octo microsite, social media, print advertising and direct email.

“The Postal Service continues to work with businesses of all sizes to help them adopt best practices and use the mail in conjunction with other marketing strategies,” added Vogel.

Nominations were solicited through Deliver magazine, delivermagazine.com and the Postal Service sales team. Judging was conducted by representatives from the Postal Service and Deliver magazine and by private-sector direct mail experts.

NEW! NATIONAL POSTAL FORUM PRESENTATIONS AVAILABLE ONLINE FOR ATTENDEES

New this year, National Postal Forum (NPF) workshop presentations will be available to registered attendees in PDF format at npf.org for 1 month after the event.

To download the presentations, attendees must have registered online for the San Diego 2011 Forum and be logged in to the “NPF Community.”

For questions or additional information, contact NPF at 703-218-5015 or at info@npf.org.

Photo of President and Chief Marketing/Sales Officer Paul Vogel addressing mailers at the Innovations Symposium at the National Postal Forum.

President and Chief Marketing/Sales Officer Paul Vogel addressing mailers at the NPF Innovations Symposium. Vogel discussed how the Postal Service is helping to strengthen the business-to-consumer channel by improving its products and services and by simplifying requirements so it’s easier for customers to use the mail.

Mailers ‘talk shop’ during Peer-to-Peer Roundtables at NPF.

Mailers ‘talk shop’ during Peer-to-Peer Roundtables at NPF. More than 200 mailers participated in the roundtables to discuss topics including non-profit mail, global packaging, periodicals and growing PCCs.

Photo of Exhibit Hall of the San Diego 2011 National Postal Forum.

Exhibit Hall of the San Diego 2011 National Postal Forum.

Photo of AT&T receiving the Postal Service’s 2011 Partnership for Progress Award.

AT&T is the recipient of the Postal Service’s 2011 Partnership for Progress Award for its cutting-edge mobile device technology and its role in expanding customers’ access to Postal Service products and services. From left, Deputy Postmaster General Ron Stroman, President and Chief Marketing/Sales Officer Paul Vogel, AT&T Vice President for Finance and Billing Operations Kevin Jeffries, and Postmaster General Patrick Donahoe.

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