Last week we attended the 2011 National Postal Forum in San Diego. Anticipation was extremely high for this year’s event, with new Postmaster General Donahoe making his first NPF address amid much uncertainty facing the Postal Service. It surely didn’t disappoint. There was a very positive tone and optimism in the air, which perfectly complemented the beautiful San Diego weather.
The USPS leadership is always engaged at the National Postal Forum, but this year especially. We heard a few good-natured references to “a kinder, gentler Postal Service” as the emerging culture clearly supports making it easier to do business with the USPS. In fact, new members of the lead team conducted “get to know you” meetings and PMG Donahoe was both visible and available throughout the show.
A Focus on Measurement
There was a strong focus on data collection and reporting through enhanced scanning and visibility. The USPS informed attendees it is working to make more data available to full-service users as a free, value-added component. It is also working to address how to make similar data available to basic-service users which will likely be fee-based.
Direct Mail in a Multichannel World
During his keynote address, PMG Donahoe referred to mail as a “high touch complement to a high tech world.” The USPS used the event to emphasize its core strength delivery by unveiling a new tagline “Delivering in New Ways.” To that end, the USPS also announced it is launching a new multichannel advertising campaign in September to promote the effectiveness of mail, grow business and support the mailing industry.
Applying the Seal on the Postal Forum
Pat Deck and I had the opportunity to present two educational sessions at the show: Maximizing the Value of Your Direct Mail Postage and Improving Direct Mail Delivery. Both sessions had strong attendance and great participation. Pat and I would like to thank all those who took the time to attend one or both of our sessions. We hope to see you again next year.
If you attended this year’s National Postal Forum, what were your thoughts on the event?
Marketing Services Manager
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