Analyzing the United States Postal Service's Priority: You Campaign

Kate Fulton Butler University
Faculty Sponsor(s): Dacia Charlesworth Butler University
The Priority: You Campaign is an advertisement campaign promoting priority shipping and delivering of packages and mail items. The campaign emphasizes customer service and works to create a strong relationship between the Postal Service and their customers. This campaign was launched by the United States Postal Service (USPS) in May 2009 to promote the benefits of priority mail (“What Do You Think of the Priority Mail Advertising Campaign?”). It was created by the Universal McCann ad agency which is a member of the Interpublic Group of Companies (Bruell 1). The company has over 23,000 employees and excels in several areas of expertise such as advertising, media management, and digital marketing (About McCann Worldgroup). The priority of the campaign is to serve the American people and highlight the importance of customer service, explaining that their company not only delivers mail, but also works to build relationships with their customers. This is achieved throughout the ad campaign as semiotics, identity stereotypes, and cultural bifurcation are prevalent to convey this overarching message. The USPS is a government agency that began in 1775 (“Universal Service and the Postal Monopoly: A Brief History”). Their mission is to “provide services to bind the nation together through the personal, educational, literary, and business correspondence of the people” (“Postal Service Mission and Motto”). Through their customer service and quality work, the company has established themselves as a reputable and respected fixture in American society.
Competitive Paper--All Disciplines (includes an Oral Presentation)
Competitive Paper (includes an Oral Presentation)

When & Where

09:00 AM
Pharmacy & Health Sciences 106B