Postal Service eyes b-to-b campaign this fall

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Washington, D.C.—The U.S. Postal Service plans a business-facing campaign this fall that will promote the advantages of commercial direct mail. The Postal Service's agency, Campbell Ewald Advertising, Warren, Mich., will handle the campaign, which will be included in an existing annual advertising budget of more than $100 million, according to the U.S. Postal Service. The program is expected to include direct mail and TV spots. The campaign is the Postal Service's second announced marketing initiative this year on behalf of its commercial mail capabilities. On May 16, USPS plans to launch a postage-back guarantee program to a select number of advertisers whose ad budgets already total $250 million but have a relatively small commitment to direct mail.
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