The ask. Drive shipping consideration and usage among large businesses (a new target).

The thinking. Small businesses see the USPS a friendly and affordable shipping partner, but forward-looking large businesses see it as an outmoded carrier that’s ill-equipped to meet the needs of today’s e-commerce customers.

To create much-needed credibility—and to combat this negative perception—the USPS needed to prove its utility in a way that resonated with large businesses’ future-forward frame of mind.

The strategy. Every newly emerging technology relies on a deeply embedded delivery network to get where it needs to go.