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

Published in: Business, Technology
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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

  1. 1. United States Postal Service July 23 2013 Masters of Branding 2013 Thesis Thomas Calabrese / Sarah Conroy / Janavi Kothari / Catalina Torres
  2. 2. A History of Innovations
  3. 3. 1792 U.S. Post Office Department
  4. 4. 1832 Innovating Transport
  5. 5. 1847 Innovating Commerce
  6. 6. 1863 Connecting Every Home
  7. 7. 1901 Innovating Transport
  8. 8. 1918 Innovating Transport
  9. 9. 1950s Creating Communities
  10. 10. 1959 Missile Mail
  11. 11. 1963 Innovating Distribution
  12. 12. 1966 Innovating Automation
  13. 13. But then, they did...
  14. 14. 1970 Postal Strike
  15. 15. 1970 Postal Reorganization Act
  16. 16. 1971 United States Postal Service
  17. 17. 1973 Federal Express Transforms Delivery
  18. 18. 1980s Fax Transforms Business
  19. 19. 1990s Email & Internet Transform Communication
  20. 20. Meanwhile, at the post office
  21. 21. Post Offices
  22. 22. Long Lines
  23. 23. Unmaintained
  24. 24. Confusing Forms
  25. 25. Deteriorating
  26. 26. Junk Mail
  27. 27. Going Postal
  28. 28. 2006 Postal Accountability & Enhancement Act $5.5billion Annualretireehealth benefitsmandate
  29. 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. 30. $Billions 60 63 66 69 72 75 2007 2008 2009 2010 2011 2012 $75 $75 $68 $67 $65 $65 REVENUE $10 BILLION
  31. 31. 71% 29% Mail Services Non-Mail Services NON-RELEVANT SERVICES
  32. 32. 150 170 190 210 230 250 2007 2008 2009 2010 2011 2012 160 168 171 177 203 212 PiecesinBillions DECLINE MAIL VOLUME
  33. 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. 34. We are left with a brand which is ubiquitous and dated. Public Bailout Privatization Extinction Consequences
  35. 35. Where do we go from here?
  36. 36. “NEITHER SNOW NOR RAIN NOR HEAT NOR GLOOM OF NIGHT STAYS THESE COURIERS FROM THE SWIFT COMPLETION OF THEIR APPOINTED ROUNDS”
  37. 37. Tactile SecurityCommunity Access HistoricalOmnipresent
  38. 38. Where are we today?
  39. 39. Financial Institutions Fail
  40. 40. Social Media
  41. 41. Housing Bubble Burst
  42. 42. Environmental Concerns
  43. 43. Millennial Generation
  44. 44. Collaborative Consumption
  45. 45. Collaborative Consumption
  46. 46. Where is the opportunity?
  47. 47. The need for personal connection and community.
  48. 48. Opportunity USPS interacts with every single American home and business on a daily basis.
  49. 49. Access is becoming more important than ownership.
  50. 50. USPS has an infrastructure that gives people access to goods & services across America. Opportunity
  51. 51. Security, privacy and trust are the biggest concerns that arise from collaborative consumption.
  52. 52. Federal laws protecting the sanctity of US mail make it a trusted, secure & reliable brand. Opportunity
  53. 53. OmnipresentTactile Security Community AccessHistorical
  54. 54. OmnipresentTactile Security Community AccessHistorical
  55. 55. Universal Service Obligation
  56. 56. Economic Trends Cultural Trends USPS Model
  57. 57. 71% 29% Mail Services Non-Mail Services Mail dominant service model Current 71% 29%
  58. 58. Flexible service model Proposed Non-Mail Services Mail Services 71% 29%
  59. 59. USPS Model Flexible service model Proposed Money Packages Identity Letters 71% 29%
  60. 60. People
  61. 61. 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.
  62. 62. What if this supported everything that we did?
  63. 63. Internet for All
  64. 64. Communications Express Priority First Class 1 Day 2 Days 4 Days
  65. 65. Look & Feel Rigid Dated Limiting
  66. 66. Name Progressive Moving forward; advancing; a movement toward a goal; growth; onward, forward Postal Of or pertaining to the post office or mail service
  67. 67. United States Progressive Services Name

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