1. The document outlines a direct marketing project plan that includes research on the UK addressed mail market and competition, the development of an idea centered around breaking delivery records to promote a mail delivery service, and a campaign utilizing a baton design and Olympic theme in mail packaging and logos. 2. Key targets for the campaign are identified as businesses sending large mail volumes. 3. Objectives include introducing a new mail service, achieving a 2% response rate, building a reputation for speed, low cost and reliability, and becoming a leader in B2B delivery by 2012.

1. Direct Marketing Project Research - Ying Planner - Mor Account Manager - Claire Copywriter - Gullit Art Director / Designer - Michelle / Ai Presentation - Phoebe

3. 1. Research 2. Idea 3. Campaign 4. Measure

6. 1. Now 47 licensed operators --- mail services in Uk 2. Royal Mail --- the largest --- share more than 90% every year 60% mail --- B2C 27% mail --- B2B 10% mail --- C2C 3% mail --- C2B 3. 6% from 3% (2007) --- planned to change 1. Research --- Competition

7. Awareness Of All Big Mail Providers In Uk Royal Mail TNT DHL UK Mail DX Express ......

8. Role Of Mail Services In the mind of Companies

9. Rating Of all the Different Factors Considered Important Correct Collect Trust Reliability Billing ...

10. IDEA 100% PROMISE BREAK THE RECORDS

11. 2. Idea --- Target Audiences B2B / Logistic Managers Insurance companies --- ChoiceQuote Insurance Services Mail order companies --- Cavalier Mailing Services Ltd Independent school --- Automan Driving School Larger solicitor firms --- Beckett Solicitors Corporate organizations --- Daniel Gray Ltd B --- shifting large amount of m ail (100+) Who are they? What they want?

12. 2. Idea --- Grab Attention Olympic Conception Let’s break records Helping to deliver the London 2012 Games UPS is the Official Logistics& Express Delivery Supporter for the London 2012 Olympic &Paralympics Games.

16. SWOT Analysis Positioning Map Brand Consistency Smart Objectives 2. Idea --- Theories

17. SWOT

18. Positioning Map

19. Brand Consistency The company did well despite stiff competition --- Jim Casey ｴ s(the founder of UPS) strict policies Customer courtesy Reliability Round -the-clock service Low rates Best service and lowest rates. Smart Objectives Specific --- Introducing into the UK market mail service Measurable --- 2% of respond Achievable --- Brand awareness Relevant --- Building faster&cheaper&good delivery image Time bounded --- Becoming leader in B2B delivery (2012)

20. 3. Campaign --- Mail Pack

21. Design Idea... Baton We use the idea of relay race and baton to show the high speed and fluency of UPS service, in addition, this design can be related to 2012 Olympic Games. Outlook The golden and dark brown colors are used based on UPS logo to enhance the brand consistence, and the ribbon offers a dignified and fluent feeling as UPS is now focus on B2B which ask for a higher quality image and service. Logos Both the UPS and Olympic logo can be found at the top and the bottom of the baton.

24. 3. Campaign --- Budget

26. 4. Measure --- 1% Response

28. THANK YOU!!!