United States Postal Service Thesis
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Thesis project for School of Visual Arts, Masters in Branding Program. Team: Thomas Calabrese, Sarah Conroy, Janavi Kothari, Catalina Torres
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United States Postal Service Thesis
- 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
- 13. But then, they did...
- 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
- 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
- 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”
- 39. Where are we today?
- 41. Social Media
- 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
- 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%
- 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
- 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