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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

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United States Postal Service Thesis