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USPS Launching Ad Campaign to Promote Every Door Direct Mail

March 20, 2012
WASHINGTON, DC—March 20, 2012—The U.S. Postal Service unveiled a new integrated marketing campaign to promote easy-to-use and affordable direct mail and shipping services to America’s small businesses.

At a press conference to discuss a new marketing campaign, the Postal Service previewed television, print and marketing mail advertisements to promote Every Door Direct Mail, a simple Web-based service that helps small businesses prospect locally to new and existing customers without the need for names or addresses. The mailings can be dropped off at a local Post Office.

“Small businesses are the backbone of the American economy, and the Postal Service plays an important role in enabling their growth and commercial success,” said Paul Vogel, president and chief marketing/sales officer, U.S. Postal Service. “We are providing a suite of mailing and shipping services tailored to the needs of small businesses to help them compete for customers and run their operations more efficiently.”

“Every Door Direct Mail is designed for small businesses,” said Vogel. “For less than 15 cents a piece, our customers can send fliers, menus, brochures and advertisements in highly targeted ways. The Web tool is free and easy to use, enabling restaurants, doctors’ offices and other small businesses to map their coverage areas online, so they can really zero in on the streets and neighborhoods they want to reach.”

Vogel added that Every Door Direct Mail generated $153 million in revenues for the Postal Service since its launch in April 2011 through December 2011.

John DePaola, president of Long Fence and Home, a family-owned business in home improvement serving the Washington Metropolitan region, joined Vogel at the press conference to tell how the Every Door Direct Mail program has helped his business.

“This program allows us to deliver our valuable message with pinpoint accuracy to the exact neighborhoods we wish to target for our products and services,” said DePaola. “It provides an efficient way to achieve market coverage by focusing on the key areas where there is a need for home improvements.”

The Postal Service also announced enhancements and new tools to help small businesses ship their products, such as a redesign and re-launch of Click-N-Ship, which enables small businesses to go online and ship their products in four easy steps. Vogel said Click-N-Ship provided the Postal Service with billions in revenue in 2011, a 10 percent increase over the prior year.
 

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