• 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
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    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
    Download United States Postal Service Thesis

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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
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