The U.S. Postal Service is launching a direct marketing campaign to promote Priority Mail to small businesses on Mon. Feb. 17.
Direct response TV, print and billboard advertising efforts will run in at least six major markets.
The budget was not revealed.
The campaign, to be handled by direct marketing agency Campbell-Ewald, will run in New York, Boston, Chicago, Detroit, Los Angeles, Philadelphia, San Francisco, Washington, DC and other major markets.
The direct response TV promotions will run on major broadcast networks CBS, NBC, ABC, Fox News, as well as cable networks Cable News Network, ESPN, Court TV and Bravo, said Larry Speakes, USPS manager of advertising.
The effort will also run in magazines U.S. News and World Report, Time and local business journals in those cities. “Our research indicates that small business people read those journals,” said Speakes.
The USPS will run billboard ads in New York City’s Times Square.
Speakes said one reason for the effort was to clear up product confusion between Priority, first class and Express Mail.
The campaign’s message is that, with expanded online access at http://www.usps.com small businesses can easily get started using Priority Mail.
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