“Your Other Address”: USPS launches PO box marketing test
USPS is conducting a test marketing and advertising program for PO Boxes in four markets.
The test campaign — using the tagline “Your Other Address” — launched this week in Tampa, FL; Hartford/New Haven, CT; Minneapolis, MN; and Portland, OR. The campaign concludes in December.
The campaign has direct mail, radio, print, Internet and point-of-purchase retail elements. Post Offices participating in the test will receive different supporting materials for the campaign.
To track the effectiveness of each element, USPS has prepared color-coded copies of PS Form 1093, Application for Post Office Box Service. The forms ask for the same information as the application currently in use. Post Offices receiving the color-coded forms can track which element of the campaign customers find the most compelling.
More information soon will be available from each participating Post Office’s district retail manager.