Dear U.S. Post Office

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We’ve heard the rumors about the post office going “downhill” for years; is social media partially to blame? And now perhaps the most dire news has been announced; no more mail delivery on Saturdays (except packages), thus saving an estimated $2 billion a year. 

Was it the decrease of holiday cards that hurt the most? Hallmark saw it coming and they diversified (more on that here). 

Who is to blame for the change? Why, market research of course. According to you, the Postal Service, and major news organizations: Close to seven out of ten Americans were in support of reduced delivery that would in essence help you to reduce costs. Is this really a solution or the slapping of a band aid? 

So, what should you be doing right now (hopefully you already ARE doing these things):

#1 Marketing. Let’s start with Twitter. You’re practically the size of a small country; why is there little happening here? And you’re not even following people back; the good people who NEED your services!  

Your Facebook page has seen some activity since you posted about the phasing out of Saturday delivery and, in response, received an onslaught of comments regarding the loss of jobs! And yet you respond with a very generic statement. Showing that you are concerned and care about people is highly recommended here; remember this IS a public forum. 

I’ll give you kudos for your YouTube channel; nice way to keep us up to date with those short videos! Do you post those vids on Facebook and Twitter once in a while?

Now, why aren’t you on Google+ and Pinterest? Pinterest would be a great place to show all the wonderful stamp designs over the years; boards can be set up by subject matter. And while you’re at it, why not create posters of some of those vintage stamp designs? Great lead in for boosting brand identity; there’s got to more than just stamps and boxes for sale, no?

Who are you, U.S. Post Office? Part of the government, something that is scary to a lot of consumers. Can’t you downplay that fact a little and inject a little more fun into what you do? Your places of business look stodgy, colorless, and dated; did your decorators only see light gray and wood paneling? A pleasant décor will help create a more positive experience! 

#2 Diversify. I mentioned posters of classic stamps previously and if you aren’t already offering those, well, then, consider doing so! Now, it may be a high hurdle to move into other areas as far as acceptance by the general public. DO take baby steps. And think out of the box; why aren’t you offering a virtual card service via the internet? Or partnering with a card company for that matter? 

Since you already deliver packages, why not deliver people to where they need to go too? Trains, planes, buses…give Amtrak, United, and Greyhound a run for their money! Oh, wait a minute; Amtrak is 100% by the U.S. government! Perhaps a merger?

#3 Simplify. Make your primary services less complicated! As a small business owner who has to ship products, I’m still scratching my head about how best to ship an item. Your packaging or mine? First class or priority? And of course the weight comes into play as well. I am stumped. Do something to make the average citizen better understand their options. THIS is why I HAVE to go to the post office. And each time, I have to have it all explained to me. The descriptions on your website baffle me. And I’m probably not the only one.

To your credit, I have to say that the majority of employees are cheerful and knowledgeable. I did get scolded by one of your fine employees once for using the informal name in the return address for the area where I live. Sigh. 

So, U.S. Postal Service; what’s it going to be? One thing is clear; if you are going to survive, major changes are in order. I’m betting you can figure it out without more loss of jobs!

Elvis once had a piece of snail mail sent back to him because of an expired address. We're still here and waiting for you to say hello at our website, or on Twitter, Facebook, or Google+. 

Holiday Snail Mail, Hallmark, and You.

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Do you still enjoy opening the door of a metal box with paper stuffed in it to see what treasures await you? And what’s inside? Mostly bills and sales flyers from stores you don’t frequent, right?

Imagine my surprise when I received not one, not two, but THREE Christmas cards in one day! Another one arrived the next day; more excitement ensued. Next day, nada. Now, nothing, for the last three days.

Is this the decline of popularity for those real, touchable, hang-upable, personal expressions with hand written seasonal greetings and signatures, otherwise known as holiday cards?

Made me think about that whopper of a card company, Hallmark; can they make up for the perceived lack of interest for paper greetings by hawking $20 Keepsake ornaments? A quick evaluation of the Hallmark brand reveals that:

• Their stores are called Hallmark Gold Crown; the word card isn’t there.

• Hallmark was the first greeting card company to advertise nationally (1928). Now that’s cutting edge!

• They’ve been a global company since the mid-sixties.

• Hallmark’s cable channel includes original productions aimed at those who love weepy movies. Especially enjoyed the flick with Michael Imperioli and applaud him for showing his sensitive side. Oops…that was an Oprah production shown on ABC!

• Hallmark owns several recognizable brand names, each appealing to different target audiences. Surely you’ve heard of Shoebox, hoops&yoyo, and Maxine?

• They’re still a private company and boast over 13,000 employees. Who would have thought that the largest greeting company wasn’t publicly traded?

• They own Crayola LLC. Who hasn’t colored with a Binney & Smith Crayola periwinkle crayon?

• The Hallmark Hall of Fame program on NBC has been on air over 50 years, winning 80 Emmy awards.

• Surprise! Hallmark Channel USA’s Facebook page has more fans than the Hallmark page: 660,000 vs. 400,000. And Maxine’s page is closing in, boasting 355,000 fans.

And there’s more: Hallmark owns the world’s largest Christian greeting card company, a rewards/incentive/recognition programs company, a children’s doll franchise, and even a department store.

Who knew?

In short, Hallmark has kept with the times. They’ve wisely expanded their brand through their own creations while also quietly buying up smaller companies with established niche markets, remaining true to their core greeting card empire in the process. Brand image is strong, with instant recognition of Hallmark and an association with greeting cards, diversity of products has not eroded that imagery.

Oh, the card market does live on with an overwhelming array of choices; going far beyond prose, design and style. Greeting cards with the ability to play a song for you and others you can put your own recording on are great for vocalizing your feelings to that special someone. And here’s some good news: According to a recent study, the card industry declined 0.3% from 2006 to 2011*. For now, cards are still popular.

Despite all the positive initiatives coming from Hallmark, there’s room for improvement, namely in the area of social media:

The Hallmark blog hasn’t seen a fresh entry since January! Here’s where the brand can be stretched further, with recipes, holiday decorating ideas (recycle those old cards), traditions, and historical information.

Twitter followings on three accounts are surprisingly low: @hallmarkPR, @hallmarkchannel, and @hallmarkbiz. Is it necessary to have separate accounts for public relations and business? And where are Maxine and hoops&yoyo? Just imagine the sassiness of Maxine on Twitter!

No presence on Google+. Sigh.

Hallmark, you’ve taught us how to use one way communication effectively; we know you're the ones to come to when we care about sending the very best, however, it’s time for you to engage more with us!

Join ModlandUSA, MODern Marketing 4 U on Facebook and Google+ 

* IBISWorld’s Greeting Cards & Other Publishing market research report