Marketing 390:

Marketing Strategies 

USPS Gen Z Campaign

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USPS Gen Z Campaign _

The ADVERTISING education foundation selected six schools across the country to PARTICIPATE in a campaign creation COMPETITION for USPS. loyola University Chicago was one of the six schools chosen to compete. our single section of marketing 390 was given the opportunity to create an ENGAGING USPS informed delivery campaign for gen-z.

Instructed under professor sean connolly, this project was conducted and finished during my senior fall semester (fall 2024) at the quinlan school of business, loyola university chicago.

project

Final Project

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USPS campaign poster with text "Celebrate Every Delivery Day! Mail The Moment. USPS Go-To-Market Campaign. Delivered by Posted Up." Features a vintage postage stamp and border.
Infographic detailing Gen Z as a target market, noting their 20% representation in the US population with $143 billion buying power. Highlights generational trends like being digital natives and cost-conscious. Discusses their preference for physical
Promotional flyer for USPS showcasing "Mail the Moment." Main idea: using mail and celebration to connect with Gen Z. Emphasizes "Informed Delivery" for emotional connections, personal touch, and its objectives: increasing awareness, generating perso
Illustration titled "Phase 01 Awareness" showing a tilted smartphone with heart icons and text stating "39% of consumers say they are extremely/very likely to respond to an advertising promotion when they see it across multiple channels."
Omnichannel marketing plan with digital and physical strategies, including discount emails, social media, OTT and CTV marketing, physical mail, campus booths, DOOH marketing, and standout ads. Features cartoon flowers and a bus stop illustration.
USPS omnichannel marketing campaign featuring three elements: a colorful stamp character on the "Physical Ad Front" with text about Informed Delivery; the "Physical Ad Back" showing a celebratory mailbox and QR code; and a decorative "Pop Up" booth w
Illustration with the title "Phase 02: Personalization" showing a cartoon heart character and a smiling cake with a candle. Text highlights personalized mail increasing response rates by up to 50% and 46% of Gen Z posting impressive packages on socia
Illustration depicting Phase 2 Omnichannel Marketing for USPS, highlighting digital and physical strategies. The digital side mentions designing a Gen-Z landing page on the USPS app and website, including the Informed Delivery interface. The physical
Infographic titled "Success Metrics" with categories: Efficiency Metrics (ROAS, ROI), Conversion and Performance Metrics (CVR, CTR, VCR), Visibility/Brand Presence Metrics (SOV, SER), Audience Engagement Metrics (Engagement). Caption at bottom: "U.S.
Illustration of a blue figure with a megaphone and speech bubble stating "36% of Gen Z internet users reported that they consider themselves easily influenced by others." Title "Phase 03 Engagement" with vintage style design elements.
Infographic titled "Phase 3 Omnichannel Marketing" with two sections: Digital and Physical. Digital includes collaborations with influencers, AI pen pal matching, and a social media challenge hashtag. Physical includes limited-edition packaging and g
Collage showing Phase 3 Omnichannel Marketing with images of influencers and a limited-edition tote bag. Left image: person smiling with colored nails and vibrant clothing. Right image: person sitting outdoors with a blue tote bag featuring text "You
Promotional graphic titled "Why Us?" featuring animated characters of postal items. Text discusses reconnecting Gen Z with USPS as an engaging platform, highlighting the importance of personal connections. Includes a USPS stamp illustration.
Two-sided postcard mockup. Front: Cartoon stamp character with text "Name, nice to meet you! Got mail on the move? Informed Delivery." United States Postal Service logo. Back: Text invites to join "Informed Delivery," with QR code and image of a mail
A postcard mock-up featuring a happy cake illustration with a lit candle on the front, saying "Name, you deserve a celebration! Celebrate every delivery day." The back shows a mailbox with confetti and promotes USPS Informed Delivery with a QR code f
Colorful "Thank You" graphic with USPS stamp and border, promoting USPS Informed Delivery celebration.
A notebook page with a list of resources, mainly related to mail, marketing, and technology, featuring titles, authors, and URLs. There's a USPS postage stamp graphic in the top right corner.

Final Paper

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Click Pages to enlarge

A page titled 'MARK 390—Final Paper' with authors listed as Ashley K, Franklin K, Lauren H, Tyra P, Cate R. It includes a table of contents with sections like Executive Summary, Secondary Research, Target Market Insights, Positioning Strategy, Market
Document discussing USPS marketing strategies targeting Gen Z. It emphasizes omnichannel approaches, combining social media and direct mail. The text highlights USPS's efforts to engage younger generations using data and innovation, and the importanc
Document discussing USPS adapting to digital services, emphasizing Gen Z media consumption with a chart showing activities like streaming video and playing games favored by them.
Document page discussing USPS digital campaign targeting Gen Z, emphasizing personalization, social media engagement, and mental health trends.
Bar chart showing US teens' attitudes towards mental wellness, 2022
Promotional image for USPS "Mail the Moment" campaign with text about positioning strategy targeting Gen Z, emphasizing Informed Delivery, celebration themes, and sustainability.
Marketing strategy document for USPS "Mail the Moment" campaign targeting Gen Z, focusing on social media, personalization, and sustainability.
Page showing text about USPS marketing strategy targeting Gen Z, emphasizing digital integration and omnichannel presence. Includes a graphic titled "The Omnichannel Landscape" detailing media and partnership strategies.
Text page discussing USPS marketing strategies for Gen Z, highlighting events, personalized products, digital ads, influencer collaborations, and AI pen pal system.
Text detailing a USPS campaign titled "Mail the Moment," focusing on engaging Gen Z with social media challenges and tracking KPIs like user engagement, sign-up rates, and campaign effectiveness.
Text discussing KPIs for a USPS campaign, focusing on Gen Z engagement with digital and physical mail aspects. Highlights include personalized packaging, social media involvement, user feedback, and influencer partnerships to measure campaign effecti
Works cited page listing references for articles and reports from Global Data, PostalPro, Mintel, IgnitePOST, and others with URLs for access.
Book page listing references for USPS and marketing reports with hyperlinks.