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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  • 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 3. 1792 U.S. Post Office Department 4. 1832 Innovating Transport 5. 1847 Innovating Commerce 6. 1863 Connecting Every Home 7. 1901 Innovating Transport 8. 1918 Innovating Transport 9. 1950s Creating Communities 10. 1959 Missile Mail 11. 1963 Innovating Distribution 12. 1966 Innovating Automation 13. But then, they did... 14. 1970 Postal Strike 15. 1970 Postal Reorganization Act 16. 1971 United States Postal Service 17. 1973 Federal Express Transforms Delivery 18. 1980s Fax Transforms Business 19. 1990s Email & Internet Transform Communication 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 28. 2006 Postal Accountability & Enhancement Act $5.5billion Annualretireehealth benefitsmandate 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 31. 71% 29% Mail Services Non-Mail Services NON-RELEVANT SERVICES 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? 36. “NEITHER SNOW NOR RAIN NOR HEAT NOR GLOOM OF NIGHT STAYS THESE COURIERS FROM THE SWIFT COMPLETION OF THEIR APPOINTED ROUNDS” 37. Tactile SecurityCommunity Access HistoricalOmnipresent 38. Where are we today? 39. Financial Institutions Fail 40. Social Media 41. Housing Bubble Burst 42. Environmental Concerns 43. Millennial Generation 44. Collaborative Consumption 45. Collaborative Consumption 46. Where is the opportunity? 47. The need for personal connection and community. 48. Opportunity USPS interacts with every single American home and business on a daily basis. 49. Access is becoming more important than ownership. 50. USPS has an infrastructure that gives people access to goods & services across America. Opportunity 51. Security, privacy and trust are the biggest concerns that arise from collaborative consumption. 52. Federal laws protecting the sanctity of US mail make it a trusted, secure & reliable brand. Opportunity 53. OmnipresentTactile Security Community AccessHistorical 54. OmnipresentTactile Security Community AccessHistorical 55. Universal Service Obligation 56. Economic Trends Cultural Trends USPS Model 57. 71% 29% Mail Services Non-Mail Services Mail dominant service model Current 71% 29% 58. Flexible service model Proposed Non-Mail Services Mail Services 71% 29% 59. USPS Model Flexible service model Proposed Money Packages Identity Letters 71% 29% 60. People 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. What if this supported everything that we did? 63. Internet for All 64. Communications Express Priority First Class 1 Day 2 Days 4 Days 65. Look & Feel Rigid Dated Limiting 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. United States Progressive Services Name