The United States Postal Service

Established in 1775, The USPS continues to serve the America people with service, dedication and honor. The USPS bound the nation, built the land infrastructure, and democratized information. However, since the 2008 economic crunch, The Postal Service has fallen out of culture. President trump called them the delivery boy of Amazon, they are struggling financially, and people love to hate them. While in the School of Visual Arts’ Masters of Branding program, my team and I developed a strategy and creative to help the USPS.

The Challenge

To investigate what it takes to
change the course of the USPS to
remain a sustainable institution?

Senders and Receivers

Only the USPS is dedicated to serving the isolated communities by delivering vaccination, medicine, and newspapers. Users often felt disappointed when receiving junk mail, but they feel joy when receiving something that is valuable.

Businesses

Over 90% of America’s workforce consist of 
small businesses. This key insight proposes that one positive experience can lead to more possibilities. This establishes a clear path for loyalty and customer retention.

Internal/Employees

The employee job benefits and stability
cause complacency and needs to be counterbalanced by recognition. We found that they don’t get enough appreciation from the management and the customers.

New Positioning

Reestablishing USPS’ promise to America, one delivery at a time. The USPS enables America to continue to deliver with them by utilizing their reliable and inclusive services.

Introducing PO.10001, an incubator for small businesses to work, network and grow. The USPS now has the opportunity to maintain the heritage of their historical buildings by offering small businesses and their owners a space where they can thrive.

Co-Working Space Interior

Redesign the interior of refurbished Post Offices to give members access to shared workstations, meetings rooms, skill labs and mentorship programs. 

Shipping Center

It also include a shipping center, with a dedicated Postal concierge, who is available 24-hours a day to ship orders, assist members with any questions, and advise about materials, pricing and packaging quality. 

P.O. Talks are given by small business owners, for small business owners. Small businesses owners rarely have the opportunity to share their experiences and knowledge and network within their own zip code. PO. Talks is the platform to allow them to do just that. Working together, to achieve their ambitions.

There is also an opportunity to showcase some of the business owners success stories, in creative advertising campaigns. Because these owners are now part of USPS, their storytelling highlights why the USPS is more than just letters and shipping.

By utilizing the routes that carriers conduct throughout their day, the USPS could deliver additional service for the elderly and those in need.

A good neighbor initiative is for catered to those living alone and the elderly. One sticker placed on the mailbox by the owner will notify a USPS carrier to knock on their door for face-to-face delivery, making sure they are ok. Also, partnering with charities and NGOs, like the Red Cross allows the USPS to utilized assets to provide needed aid to excluded communities while associating the USPS with true human values.