Thesis project for School of Visual Arts, Masters in Branding Program. Team: Thomas Calabrese, Sarah Conroy, Janavi Kothari, Catalina Torres

1. United States Postal Service
July 23
2013
Masters of Branding 2013 Thesis Thomas Calabrese / Sarah Conroy / Janavi Kothari / Catalina Torres

2. A History of Innovations

3. 1792
U.S. Post Office
Department

4. 1832
Innovating
Transport

5. 1847
Innovating
Commerce

6. 1863
Connecting
Every Home

7. 1901
Innovating
Transport

8. 1918
Innovating
Transport

9. 1950s
Creating
Communities

10. 1959
Missile
Mail

11. 1963
Innovating
Distribution

12. 1966
Innovating
Automation

13. But then, they did...

14. 1970
Postal
Strike

15. 1970
Postal
Reorganization
Act

16. 1971
United States
Postal Service

17. 1973
Federal Express
Transforms
Delivery

18. 1980s
Fax
Transforms
Business

19. 1990s
Email & Internet
Transform
Communication

20. Meanwhile, at the post office

21. Post Offices

22. Long Lines

23. Unmaintained

24. Confusing Forms

25. Deteriorating

26. Junk Mail

27. Going Postal

28. 2006
Postal
Accountability &
Enhancement Act
$5.5billion
Annualretireehealth
benefitsmandate

29. -20
-15
-10
-5
0
2007 2008 2009 2010 2011 2012
$41
BILLION
NET LOSSES $5.1
$2.8
$3.8
$8.5
$5.1
$15.9

30. $Billions
60
63
66
69
72
75
2007 2008 2009 2010 2011 2012
$75 $75
$68
$67
$65 $65
REVENUE
$10
BILLION

31. 71%
29%
Mail Services
Non-Mail Services
NON-RELEVANT
SERVICES

32. 150
170
190
210
230
250
2007 2008 2009 2010 2011 2012
160
168
171
177
203
212
PiecesinBillions
DECLINE
MAIL VOLUME

33. 0
3750
7500
11250
15000
email text social letters
13 B
6 B
239 M 63 M
(USPS)
MESSAGES
DAILY NUMBER OF
SENT IN USA (2012)

34. We are left with a brand which is ubiquitous and dated.
Public Bailout
Privatization
Extinction
Consequences

35. Where do we go from here?

37. “NEITHER SNOW NOR RAIN NOR HEAT
NOR GLOOM OF NIGHT
STAYS THESE COURIERS FROM
THE SWIFT COMPLETION
OF THEIR APPOINTED ROUNDS”

38. Tactile SecurityCommunity
Access HistoricalOmnipresent

39. Where are we today?

40. Financial
Institutions
Fail

41. Social
Media

42. Housing
Bubble
Burst

43. Environmental
Concerns

44. Millennial
Generation

45. Collaborative
Consumption

46. Collaborative
Consumption

47. Where is the opportunity?

48. The need for
personal connection
and community.

49. Opportunity
USPS interacts with
every single American
home and business
on a daily basis.

50. Access is becoming
more important
than ownership.

51. USPS has an infrastructure
that gives people access
to goods & services
across America.
Opportunity

52. Security, privacy and trust
are the biggest concerns
that arise from
collaborative
consumption.

53. Federal laws protecting
the sanctity of US mail
make it a trusted,
secure & reliable
brand.
Opportunity

54. OmnipresentTactile Security
Community AccessHistorical

55. OmnipresentTactile Security
Community AccessHistorical

56. Universal Service Obligation

57. Economic
Trends
Cultural
Trends
USPS Model

58. 71%
29%
Mail Services
Non-Mail Services
Mail dominant
service model
Current
71%
29%

59. Flexible
service model
Proposed
Non-Mail Services
Mail Services
71%
29%

60. USPS Model
Flexible
service model
Proposed
Money
Packages
Identity
Letters
71%
29%

61. People

62. Our job is to make your world bigger
To enable connections
To support your dreams
To build a stronger nation
We are the USPS
Connecting the nation one person at a time.

63. What if this supported
everything that we did?

79. Internet for All

80. Communications
Express
Priority
First Class
1 Day
2 Days
4 Days

81. Look & Feel
Rigid
Dated
Limiting

82. Name
Progressive
Moving forward; advancing;
a movement toward a goal;
growth; onward, forward
Postal
Of or pertaining
to the post office
or mail service

83. United States
Progressive
Services
Name