U.S. POSTAL SERVICE®:
DELIVERING ON AN ENVIRONMENTAL PROMISE

Similar to many large companies these days, the United States Postal Service® (USPS®) is dedicated to developing innovative ways to be greener in its operations and facilities. One way in which Campbell-Ewald helped the USPS to communicate their commitment to the environment was to provide marketers and business owners an opportunity to learn more about best green practices, particularly as they relate to direct mail.

DELIVER® MAGAZINE

For its green issue, Deliver®, a free custom publication produced for direct marketing professionals on behalf of the U.S. Postal Service, didn’t just cover green — it lived it. From the production process to its editorial content, the magazine offered unique insights into how companies are using green marketing initiatives to differentiate themselves or to market green products, how marketers can avoid accusations of green washing and identified what the printing industry is doing to implement more environmentally-friendly practices.

More importantly, the publication served as a living example of how simple it can be to make your marketing materials more environmentally sensitive by printing on 100% recycled paper, using special environmentally-friendly inks and relying on paper manufactured with wind-generated energy, all in a cost-efficient manner.

DELIVER RESULTS

•  Positive feedback from readers regarding issue’s real-world examples that demonstrate the practical and insightful benefits of going green.
•  High response rate with marketers, resulting in the most requests for additional copies of this publication to date.

THE "GREENEST" SMALL BUSINESS HANDOUT

When the Postal Service® needed a way for their sales teams to communicate the launch of a new small business focused web site, we challenged ourselves to create the “greenest” print communications piece possible.

How did we do it? We looked beyond the recycled content of the paper. We looked at processes from resource management, to paper manufacturing, to printing, we even looked at paper manufacturing power sources.

In the end, our piece qualified for six environmental certifications/classifications:

•  FSC Certified
•  Green-e
•  Recycle Classification
•  Wind Power
•  Process Chlorine-Free (PCF)
•  Green Seal Certified

ECO-FRIENDLY PACKAGING

USPS produces 500 million Priority Mail® and Express Mail® packages and envelopes annually. This free packaging is Cradle to Cradle Certified^CM at the Silver level, which means USPS and its suppliers continue to develop more eco-friendly packaging by selecting the safest ingredients for human health and the environment, enhancing recyclability of all packaging materials, and reducing the climate change impact by increasing recycled content. USPS is the first and only shipping or mailing company to earn Cradle to Cradle Certification for packaging.

McDonough Braungart Design Chemistry (MBDC) developed the Cradle to Cradle^SM philosophy and certification. Campbell-Ewald worked with MBDC to develop their Cradle to Cradle service and certification marks and style guides. Campbell-Ewald also developed a certification mark with text to identify the Cradle to Cradle certification on the USPS packaging. Additional information is available at mbdc.com/usps.

Cradle to Cradle Certified^CM is a certification mark of MBDC.
Cradle to Cradle^SM is a service mark of MBDC.

CREATIVE GALLERY

ABOUT USPS

An independent federal agency, the U.S. Postal Service is the only delivery service that visits every address in the nation, over 147 million homes and businesses, six days a week. It has over 36,000 retail locations and relies on the sale of postage, products, and services to pay for operating expenses, not tax dollars. The Postal Service has annual revenues of over $74 billion and delivers nearly half the world's mail.