usps | pcc | insider

May 3, 2011

SPECIAL EDITION

DONAHOE VOWS TO STRENGTHEN INDUSTRY

ANNOUNCES AD CAMPAIGN TO PROMOTE MAIL

PMG Donahoe keynote speech at 2011 NPF.

Addressing mailing industry representatives at the opening session of the National Postal Forum, Postmaster General Patrick Donahoe reiterated his pledge to stay focused on perfecting the Postal Service’s core function of delivering the mail — while making it easier for mailers to do business with the agency. He also announced plans to launch a major advertising campaign later this year to promote direct mail and strengthen the industry.

Donahoe vowed that as the Postal Service continues to redesign internal activities to meet its four business strategies, he will make sure the value that businesses get from using the mail is strengthened and improved.

“Our goal is to focus on what we do best: delivering — to help you grow your business,” said Donahoe. “This is especially important to how we serve this industry. We provide a platform for your commerce. The better the platform, the better we can meet your needs.”

In announcing the advertising campaign to build awareness about the benefits of direct mail to grow business, Donahoe pointed out that Americans still value the delivery of printed communications and advertising. Despite ever-expanding channels of electronic communications, Donahoe said he believes mail will remain a powerful tool that businesses can use to reach customers.

When used in conjunction with other media, Donahoe added that mail can improve overall response rates of a marketing campaign. By simplifying the mailing process and making it easier and more convenient for businesses to use the mail, the Postal Service will encourage more businesses to incorporate mail into their marketing strategies, and mail volumes will grow.

“You will see a lot from us in the coming year that reflects on this focus,” Donahoe said. “That extends to innovation, the way we approach the marketplace, strengthening our systems and processes, and removing barriers to growth.”

Click here to read the Postmaster General’s prepared remarks for National Postal Forum.

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