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USPS develops curriculum for universities

College students
USPS and the Postal Customer Councils are working together to educate college marketing students about mail.

The Postal Service is working with universities to teach the nation’s future business leaders how to effectively use direct mail in marketing campaigns.

USPS is rolling out the initiative at Bentley University in Waltham, MA, and Clemson University in Clemson, SC, where students are gaining hands-on experience with Irresistible Mail, a program that encourages businesses to incorporate innovative features into their mailings.

“It’s not just a piece of paper in the mail,” said Andrea Simon, a Bentley marketing student. “It’s a piece of mail that smells like something or [one] you can put your phone on and a video comes up.”

At Clemson, graphic communications students developed a postcard to help a local restaurant build its social media following and attract more customers.

“Our postcard is what’s driving our entire campaign,” said student Alyx Farkas.

Simon and Farkas are among several students who discuss the integration of technology and direct mail in two new videos on the Postal Pro site.

The Postal Customer Councils (PCCs), local groups that help strengthen the relationships between USPS and business customers, are helping to support the new program.

One of the initiative’s goals is to have an industry-based resource network in place to help participating universities, according to Mailing Services Director Victoria Stephen.

“PCC members will be an important part of our outreach efforts, especially in helping to recruit subject matter experts,” she said.

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