With the official launch of the Package Simplification program in the rear-view mirror, attention now turns to a multi-channel marketing and promotion campaign promoting improvements in the Priority Mail brand.

Already, USPS has sent an introductory mailpiece to 10 million U.S. businesses. A second, 140-million mailpiece is scheduled for mailing to residential customers in September.

Meanwhile, print advertising begins in up to 50 publications this month, with variations on the campaign to run through the holiday season. Television ads also are scheduled to launch later this month and will last through the holidays.

On the digital side, email blasts to registered USPS customers promoting improved tracking, an insurance enhancement for Priority Mail and day-specific delivery already have been sent. A full schedule of social media placements will launch shortly, and the usps.com home page features a set of slides promoting Priority Mail.

Underlying the campaign is the continued growth of e-commerce. The goals of the revitalized Priority Mail brand are to:

• Continue penetrating the lucrative e-commerce market.
• Increase awareness of the Priority Mail brand.
• Match the competition’s day-specific delivery notification.
• Attract new customers and increase market share.

via USP News Link