5. 3 Direct Marketing Campaigns
Expedited/Package Service’s worked with the Postal Service Sales organization to integrate its four commercial direct mailings with both the Leads Generation and Sales Region acquisition teams.

Additionally, 450,000 direct mail pieces were sent to Small Business Customers advertising Global Express Guaranteed®, the Postal Service’s premium guaranteed two-day international service. Global Express Guaranteed is delivered internationally by DHL as a postal alliance partner.

The anticipated service improvement resulting from the Postal Service’s landmark agreement with FedEx, which provided for domestic air transportation for USPS expedited products, was the cornerstone of a full-fledged direct marketing campaign. The elements of the campaign designed by the Postal Service’s direct advertising Agency, Foote, Cone and Belding (FCB), included a direct mail postcard, e-mail and banners.

The postcards offered recipients a chance to win a USPS Pro Cycling Team bike in an effort to drive traffic to the USPS Web site. The direct mail portion of the Network Alliance sweepstakes was targeted to all small- and mid-sized businesses to increase awareness of the Postal Service’s network enhancements and stimulate interest, specifically all 21,396,218 names in the Postal Service Business Customer Database. (Florida names were excluded from the mailing due to Florida sweepstakes law.)

To help equip the Sales force with the tools necessary to attain their goal of increasing revenue, Expedited/Package Services helped develop the Selling Integrated Package Solutions training program. Another enhancement to the Selling team is "The One Book" produced by the Sales team. "The One Book" was written for CEO's to see how postal products and services can help them achieve their business goals. It offers numerous packaging solutions and provides testimonials by notable customers such as Land's End and Lillian Vernon.