Usps, We Deliver Case

USPS: “WE DELIVER” CAMPAIGN CASE STUDY

1. Evaluate the results of the tracking study. As the case material suggests, the management of USPS decided to run a tracking study on “Products and Services” spots, from December 1988 to February 1989 to 1. 2. 3. 4. Measure awareness of the “Products and Services” spots; Assess reactions to the spots; Measure awareness of “We Deliver” theme; and Assess the impact of advertising on public perceptions of the USPS.

The case study material does not clearly demonstrate these goals would be achieved, so USPS could question if J&R have actually delivered what was agreed. It certainly reveals opportunity to assess reactions to the spots and the impact of advertising on public perceptions of USPS. The following table shows average percentage of respondents who strongly agree for groups of questions as well as delta – the difference between the benchmark percentage and percentage after the campaign. The chart excludes answers to the statement “Would work better if it were a privately owned business”, as it is a negative question were less positive answers mean better perceptions of USPS and thus cannot be compared with the rest.

Benchmark (n=300) 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. Cares about its customers Is a pleasant place to do business Has courteous employees Has knowledgeable employees Has dedicated employees Atmosphere and Employees Provides me with good service Delivers the mail within reasonable time Is trying to improve its services Has convenient hours Service and Convenience Is a well run organization Is a professional organization Organization Has products and services that are reasonably priced Provides a wide range of products and services Products and Services TOTAL 31% 36% 47% 40% 36% 38,00% 43% 47% 33% 34% 39,00% 33% 43% 37,25% 30% 38% 37,06% 36,94% 1–5 (n=378) 38% 44% 51% 42% 33% 41,60% 49% 50% 35% 40% 43,12% 34% 48% 41,28% 33% 37% 39,82% 39,76% 6 – 10 (n=374) 41% 44% 53% 46% 39%...