Transcript Technology Behind the Touch

Deliver Cosmos
Program Overview
Created by the United States Postal Service, the Deliver program has become an integral
communications vehicle for corporate marketers throughout the country.
The magazine has become a must-read for many of the 350,000 executives who receive
Deliver, while the Web site and marketing campaigns have helped position Deliver and USPS
as crucial thought leaders in the ever-evolving world of direct. The program offers three main
components:
•
Deliver magazine, a leading direct-marketing publication that has become immensely popular
among C-suite executives and major marketers nationwide.
•
A Web site, delivermagazine.com, that contains Web-exclusive feature stories and columns,
polls, video case studies, podcasts and electronic versions of the printed magazine.
•
A series of USPS marketing campaigns whose themes and content highlight issues of
particular concerns to the direct marketing community.
The Magazine
•
Deliver magazine was developed in 2005 by USPS
as a resource for direct marketing professionals
•
The magazine is printed six times a year and is
mailed to more than 350,000 of the top corporate
marketing executives in the United States
•
Magazine content consists of case studies, opinion
columns, interviews, profiles and the latest trends
and data from the world of direct marketing
•
A valued resource for marketers, Deliver promotes
direct mail as both a stand-alone channel as well as
a vital component in integrated marketing messaging
The Magazine
A recent reader survey underscores
Deliver’s impact:
•
43 percent said Deliver has increased
their intention to spend more on direct
marketing
•
67 percent said Deliver has increased
their opinion of direct marketing
•
More than 50 percent of Deliver
recipients have taken action in the last
year a result of Deliver articles
The Web Site
• Delivermagazine.com was launched in ’07 as a companion to Deliver magazine
• The site offers Web-exclusive case studies, opinion columns, interactive polls,
downloadable White Papers and a downloadable version of the print publication
• Delivermagazine.com features “video case studies” that give an “insider’s view” of
the development of successful marketing campaigns
• The Web site is home to the popular “Conversation Starters” podcast hosted by
Joseph Jaffe as part of a partnership between Jaffe and USPS
• The site also features the Deliver “Green Room,” a hub for content dedicated to
eco-friendly direct marketing
• A supplemental “e-blast” is sent to nearly 4,000 recipients with each new issue
The Web Site
•
Delivermagazine.com received more than
43,000 visits in June 2008, up from more than
38,500 the month before
•
There have been more than 70,000
downloads from delivermagazine.com
•
The average number of responses
(downloads, e-mail feedback, etc.) per Deliver
issue was 898
•
More than 3,130 White Papers have been
downloaded
•
A recent “Best of Deliver 2007” poll garnered
more than 700 responses from online voters
Green Room landing page
ine.com is from search engines.
eliverMagazine.com come from California; Nearly 8% are from New York.
ithin the "Case Studies" directory.
list of downloads, and account for a combined total of 69% of all downloads.
n to video content (5 videos and 2 video transcripts)
bscriptions this month (719 Publication and 561 Email)
Web Site Analytics
40,000
43,036
33,689
35,850
50,000
38,548
Monthly Visits - 13-Month Trend
9,347
Nov
Dec
Jan
16,764
10,679
13,686
15,869
13,180
10,527
10,000
6,377
20,000
9,750
30,000
0
Jun
Jul
Aug
Sep
2007
Oct
Feb
Mar
Apr
2008
May
June
The Campaigns
The Deliver program has helped launch
successful USPS campaigns:
•
•
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Personalization
“Green” Marketing
Database Management
Print Ad
Web Banner
Direct Mail
Personalization Campaign
•
Targeted printers, marketers and large businesses
•
Promoted the effective use of variable-data printing
•
Leveraged multiple portals: direct mail, Web, print
•
Garnered a 4.7% response rate from the DM audience
Fulfillment
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Earned a 2.05% response rate from large businesses
Green Marketing: “En•vi•ron•mail•ist” Campaign
•
Promoted environmentally sound marketing
tactics to printers, ad agencies and
large businesses
•
Utilized direct mail and print ads
•
Coordinated in conjunction with the annual
eco-themed Deliver magazine “Green” issue
•
Offered “En-vi-ron-mail-ism” Handbook and
100% organic cotton T-Shirt as fulfillment
•
Generated a 5.8% response rate in first
three weeks of the campaign
Direct Mail
Print Ad
Direct Mail
Database Management
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Targeting major corporations, advertisers, printers and direct
marketers for upcoming campaign
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Promoting database management as key to increasing response
rates and customer engagement
•
Offering DVD featuring successful database management case
studies as fulfillment
•
Utilizing print and direct mail as delivery vehicles
Feedback
Publication Feedback:
•
“The (Deliver Green) issue was so comprehensive! It covered the challenges and benefits of going green and
offered insight on issues from marketing and operations to finance. Not only was the issue about going green, the
magazine itself was produced conservatively - preventing literally tons of natural resources from being wasted in
the process.” - Justin
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“The ability to position your message to both the mainstream audience and groups within the mainstream are
critical to every aspect of marketing. Issue No. 6 provided provocative ideas that I have incorporated into my
messaging strategy. I loved all the issues (with Issue No. 3 ‘Loyalty’ a close second).” - JeanAnn
•
“Insightful, relevant articles for the ever-evolving digital age. Truly an issue (and publication series) marketers can
utilize for the best in DM practices. Keep up the great work!” - Ryan
Jaffe Partnership:
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“I recently stumbled upon a marketing gem, and it couldn't be more poignant or timely. Joseph Jaffe, in a recent
article in "Deliver" magazine, argues that starting a conversation with your target audience is what business
should be thinking about now. Where is a large portion of this conversation already happening? You guessed it,
on the big bad Web. Jaffe suggests that tools like blogs and social network sites like YouTube and MySpace have
shifted marketing from a "one-to-many" conversation — business to the masses — to a "many-to-many"
conversation — consumer to consumer with business joining in.” -Max