USPS Delivers

During NPS research USPS discovered it was losing lucrative SMB shipping contracts to FedEx and UPS. Upon further research my team determined SMBs felt their growing companies and shipping needs were too much for USPS, and viewed the government agency as lacking innovation and business acumen.

To combat this perception, I lead an inter-disciplinary team of 20 strategists, content writers, art directors, developers and project managers to create USPS's first and only Thought Leadership program, USPSDelivers. Its content focuses on modern CEO issues and their solutions, speaking from USPS's place of experience and expertise in building innovative projects and programs.

Within 1 year of its launch it became the largest driver of qualified leads for USPS's B2B Shipping Sales team, and within 2 years contracts from leads directly through USPSDelivers were up to 15% larger than contracts through other channel leads.