USPS pushes mail drives to direct bosses

The US Postal Service (USPS) is targeting the direct marketing industry in campaign which aims to give marketers the hard facts about direct mail effectiveness.

The company, which has traditionally concentrated its efforts on ad agencies and major advertisers, is to mail 200,000 marketers to help them to sell direct marketing to clients.

The initiative uses the strapline ‘Out-smart the office’, along with a smiling caricature of an office worker. Inside, the character offers a knowing wink, alongside the copy: ‘Here at the USPS we understand the struggles you go through, defending the media channel that’s smart, innovative and hardworking and yet often overlooked.’