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United States Postal Service Thesis
 

United States Postal Service Thesis

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Thesis project for School of Visual Arts, Masters in Branding Program.

Thesis project for School of Visual Arts, Masters in Branding Program.



Team: Thomas Calabrese, Sarah Conroy, Janavi Kothari, Catalina Torres

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  • You should submit this to Change.org. I agee wth the first post though - progressive is too vague. Maybe content delivery services?
    Congrats on all your hard work!
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  • Like the approach, right up until 'Progressive'.
    Too vague a descriptor.
    Sharpening that up would make this really sing.
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  • This is fantastic! Vision + Mission + Planning. Aspirational and actionable. Hope this gets into the hands of someone important.
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  • Well presented strategy and proposal, although I was rather expecting a graphic design/brand identity approach. Still, I always enjoy big thinking about the Post Office.

    I think they should use their number 1 strength, which is brick-and-mortar locations in every zip code in America. What can that do for healthcare, education, public services? Maybe they should become co-working spaces for a new generation of remote workers. Maybe they should become daycare centers or police stations? Maybe they can make more money charging rent to FedEx and UPS as pick-up points for people who aren't home all day.

    I'm very much in favour of the USPS becoming an ISP. With Congress's backing, they could easily end-around the rules of monopoly usually gifted to cable and DSL companies.
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    United States Postal Service Thesis United States Postal Service Thesis Presentation Transcript

    • United States Postal Service July 23 2013 Masters of Branding 2013 Thesis Thomas Calabrese / Sarah Conroy / Janavi Kothari / Catalina Torres
    • A History of Innovations
    • 1792 U.S. Post Office Department
    • 1832 Innovating Transport
    • 1847 Innovating Commerce
    • 1863 Connecting Every Home
    • 1901 Innovating Transport
    • 1918 Innovating Transport
    • 1950s Creating Communities
    • 1959 Missile Mail
    • 1963 Innovating Distribution
    • 1966 Innovating Automation
    • But then, they did...
    • 1970 Postal Strike
    • 1970 Postal Reorganization Act
    • 1971 United States Postal Service
    • 1973 Federal Express Transforms Delivery
    • 1980s Fax Transforms Business
    • 1990s Email & Internet Transform Communication
    • Meanwhile, at the post office
    • Post Offices
    • Long Lines
    • Unmaintained
    • Confusing Forms
    • Deteriorating
    • Junk Mail
    • Going Postal
    • 2006 Postal Accountability & Enhancement Act $5.5billion Annualretireehealth benefitsmandate
    • -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
    • $Billions 60 63 66 69 72 75 2007 2008 2009 2010 2011 2012 $75 $75 $68 $67 $65 $65 REVENUE $10 BILLION
    • 71% 29% Mail Services Non-Mail Services NON-RELEVANT SERVICES
    • 150 170 190 210 230 250 2007 2008 2009 2010 2011 2012 160 168 171 177 203 212 PiecesinBillions DECLINE MAIL VOLUME
    • 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)
    • We are left with a brand which is ubiquitous and dated. Public Bailout Privatization Extinction Consequences
    • Where do we go from here?
    • “NEITHER SNOW NOR RAIN NOR HEAT NOR GLOOM OF NIGHT STAYS THESE COURIERS FROM THE SWIFT COMPLETION OF THEIR APPOINTED ROUNDS”
    • Tactile SecurityCommunity Access HistoricalOmnipresent
    • Where are we today?
    • Financial Institutions Fail
    • Social Media
    • Housing Bubble Burst
    • Environmental Concerns
    • Millennial Generation
    • Collaborative Consumption
    • Collaborative Consumption
    • Where is the opportunity?
    • The need for personal connection and community.
    • Opportunity USPS interacts with every single American home and business on a daily basis.
    • Access is becoming more important than ownership.
    • USPS has an infrastructure that gives people access to goods & services across America. Opportunity
    • Security, privacy and trust are the biggest concerns that arise from collaborative consumption.
    • Federal laws protecting the sanctity of US mail make it a trusted, secure & reliable brand. Opportunity
    • OmnipresentTactile Security Community AccessHistorical
    • OmnipresentTactile Security Community AccessHistorical
    • Universal Service Obligation
    • Economic Trends Cultural Trends USPS Model
    • 71% 29% Mail Services Non-Mail Services Mail dominant service model Current 71% 29%
    • Flexible service model Proposed Non-Mail Services Mail Services 71% 29%
    • USPS Model Flexible service model Proposed Money Packages Identity Letters 71% 29%
    • People
    • 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.
    • What if this supported everything that we did?
    • Internet for All
    • Communications Express Priority First Class 1 Day 2 Days 4 Days
    • Look & Feel Rigid Dated Limiting
    • Name Progressive Moving forward; advancing; a movement toward a goal; growth; onward, forward Postal Of or pertaining to the post office or mail service
    • United States Progressive Services Name