Pictured Above (Left to Right): Jim Gartrell, Andy Moyer, Wendy Scott, Tom Hexamer, Diane Ohlinger, Megan Brennan, Michelle Peel, Jen Bender, Kathy Maley.
When I heard Postmaster General Megan J. Brennan was selected to be the Keynote Speaker at the Schuylkill Chamber of Commerce’s Annual Luncheon, I cleared my calendar to be there.
On February 1, she officially became the 74th Postmaster General and CEO of the U.S. Postal Service, which also includes the honor of being the first female Postmaster General.
Not only is Brennan a former resident of my hometown, the city of Pottsville, PA, but she is also a graduate of my alma mater, Nativity BVM High School. Oh, and one more thing we have in common…we love direct mail!
To show our hometown pride, IWCO Direct sponsored a table at the Chamber event held on Friday, May 1, at Mountain Valley Golf Course in Barnesville, PA. Representing IWCO Direct were Jennifer Bender, Jim Gartrell, Tom Hexamer, Kathy Maley, Andy Moyer, Diane Ohlinger, Wendy Scott and myself.
I couldn’t wait to meet her, so before the luncheon began, I introduced myself. She replied with a sincere, “Thank you for your business.” Brennan took the time to introduce herself to everyone in our group and posed for a photo with our team.
During her Keynote address, Brennan said, “Everyone in America is our customer. We take that role very seriously…to provide you with the service you deserve and expect.” We appreciate the focus on reliable service which, was part of the advice my colleague, Kurt Ruppel, offered in an earlier post welcoming Brennan to her new role.
Brennan reminded the audience of more than 300 attendees that direct mail delivers ROI and asked the rhetorical question, “How can you better leverage mail to grow your business?” She then offered a few suggestions, including, “Keep it personalized, relevant and creative,” and “Use QR codes or Augmented Reality.”
Her messages echoed recommendations made in some of my previous blogs:
- Innovative design of your direct mailpiece demands attention in the mailbox and increases open rates.
- Personalized and relevant offers are proven to increase return on investment (ROI). Technology now allows marketers to deliver offers that are tailored to the interests of each recipient.
- Engage in cross-channel marketing by including Augmented Reality or a QR code in your direct mail piece that leads prospects to their personalized URL or your company website.
The Postal Service is changing and improving to stay relevant. Brennan said, “The Postal Service has gone mobile. Check out our app. We are investing to keep competitive.” In 2014, the Postal Service experienced an 18% increase in package volume. Larger packages need larger vehicles to deliver them, so this year, USPS investments will include the purchase of 180,000 vehicles and other infrastructure needed to support this growing package volume. The Postal Service is partnering with FedEx and UPS, and with Amazon for Sunday, same day and next day deliveries. “We want to be your supplier of choice” and help you capitalize on our “last mile advantage,” stated Brennan.
She closed with, “Consider direct mail. Thank you. We appreciate your support.”
It was a pleasure meeting you, Postmaster General Megan Brennan. We’re looking forward to our partnership!
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