Peaceful Protest: Inside and outside this year’s National Postal Customer Council Day

This is slightly off topic for communication3.0, but it is still relevant to marketers who still consider MAIL an important channel (and you still should!)  Direct mail volumes have declined in the past years as companies look for cheaper alternatives, but with SPAM filters and junk mail overload, the mail box is re-emerging as a great channel for direct marketing.  This is about my experience and feedback from this year's National Postal Customer Council Day, September 15th, 2010 in Portland, Oregon.  (This article was recently featured in my Mail Systems Management quarterly newsletter).

(BEGIN)September 15th was National PCC Day. In addition to the many local events held across the country, the main event was host by the Greater Portland PCC in downtown Portland, Oregon. The big attraction to the main event at the National location is the Keynote speech from our Postmaster General, Jack Potter. It was obvious that the post office is trying to get creative and remain optimistic. At this event, the PRC was still reviewing the postage increase request for 2011 and had not released a decision. Everyone in attendance had hoped for a buzz-worthy announcement on 5-day delivery or a drastic strategy for reorganization. Prior to the keynote there was much discussion about the many turn-around strategies that the USPS could employ. Unfortunately, no major announcements were made that day and PMG Potter’s speech was an optimistic, but vague outlook of change within the USPS organization. It is obvious that Postal Executives are hard at work looking for creative solutions; the challenge is that there seems to be a group standing in opposition of every proposed alternative.

Outside the Event: APWU Protesters
for 6-day delivery

To my surprise, outside the event, American Postal Workers Union was represented with a picket line of protesters holding signs like, “Keep the service for our customers” and “Save 6-day delivery”. The presence of the APWU should not have been a shock though, as this heated debate from Washington stands to impact every Postal Employee across the country. The USPS was, and still is to some extent, looked at as a great place to work, because of the benefits and career potential. Many other groups have joined the anti-5-day debate with arguments ranging from the critical nature of USPS Saturday delivery to rural communities to the demand for DVD delivery on the weekend from mega-mailer, Netflix.

The debate has also made its way onto social media sites with posts and comments; even a Facebook page has been created for “Citizens Against 5-day delivery” with 1,313 people that “like it”. Because I work in the mailing industry, I am open to any idea that sustains mail, maintains delivery, and keeps postage increases to a minimum for my customers. But the arguments from many groups are valid and deserve some attention. Instead of making a judgment or sharing my opinion, I posted a question on our MSMA Ohio Valley Chapter Linkedin group to start a discussion on the topic.

Post Mortem?
Odd Flower Arrangement for a Postal Drop Box

Is 5-day delivery necessary to achieve USPS profitability or is it a distraction from finding a real solution?

We all rely on the USPS as a crucial link in our livelihood. Come join the discussion and share your perspective. If you want an invitation to the Linkedin MSMA Ohio Valley Chapter Group, email me at rmcmanus@kerninc.com or connect with me on Linkedin.