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April 2008

Monthly Archive

U.S. Army: Charging Ahead With Direct Mail

April 29, 2008

Facing sagging recruitment numbers, the U.S. Army launched an aggressive new campaign, complete with strong direct mail, to boost recruitment.

1. Challenge: Call to Arms
As the world’s largest all-volunteer army, …

Ecologically Smart Marketing Is Still Growing Strong

April 24, 2008

“How do we continue to work on sustainability from the heart?”- Greg Owsley

“Nobody’s hired us saying, ‘You’re the green designer, that’s why we want you.’”- Edith Graves

By Elaine Appleton Grant

In the months since Deliver® published its first green issue, companies have turbocharged their attempts to become more environmentally responsible. …

Avoid Marketing Embarrassments

April 24, 2008

By: Steve Cuno

We recently ran across this gem on a bank’s Web site: “To us, [our city] is not a ‘market’ … While some banks are looking to make a profit, we want to make a difference, one person at a time.”

Perhaps, somewhere, someone was moved by this copy. …

Direct marketer practices responsible mailings

April 18, 2008

One San Francisco retailer’s Web site steers customers to a national database where they can search for the closest recycle center that accepts their direct mail discards, like the retailer’s own glossy catalogs.

Replacing focus groups with market personas

April 18, 2008

Tight demographic focus is key to developing a successful marketing persona. By aiming at a small group, you can make a relevant message, according to marketing firm McKee Wallwork Cleveland.

Anatomy of an Eco-Makeover

April 15, 2008

Jeff Baker turned his company upside down to become sustainable and socially responsible. So why did he keep it a secret for so long?

By: Elaine Appleton Grant

Jeffrey Baker’s company does not look like a green business. To get to his Image 4 offices, you inch …

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