Company: U.S. Postal Service
Company Description: The US Postal Service is an independent arm of the Executive Branch of the U.S. Government. With more than 700,000 career employees, the USPS has an annual operating revenue of $69B. It delivers 206B pieces of mail annually--or more than 46% of the world's mail volume--and adds 1.8 million new addresses each year.
Nomination Category: Advertising
Nomination Sub Category: Best Specialty Ad Campaign

Nomination Title: Branding Through the Mailbox

   1. The date in 2004 on which this nominated campaign was first run, aired, or otherwise made public:

These materials were made available to the USPS Salesforce in June, 2004 for use
in sales calls with national accounts.

   2. Briefly describe this nomination’s communications objectives and how it met those objectives (up to 100 words):

The US Postal Service wanted to reinforce direct mail as an effective
advertising option, build customer loyalty and position the USPS salesforce as a
value-added creative partner. The Frisbee element, with introductory letter, was
a unique vehicle to open the door for sales calls with advertising and marketing
executives in national accounts. The result was a 100% response rate and $20
Million in additional revenue for the USPS.  The Etch-a-Sketch element, which included a CD of the presentation given, served as a thank you for, and a desktop reminder of, the meeting.  It also reinforced the strategic value that the USPS brings to corporate advertising.

   3. List the appropriate creative and production credits for this nomination: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Campbell-Ewald:

Art Director:  Nancy Ritts
Creative Directors:  Bill Ludwig, Susan Logar-Brady, Joel Benay
Writers: Nance Piggins, Gary Ortleib