The Challenge
The US Postal Service’s problems are well known; dramatic change in the use of the mail, Congressional legislative restrictions, and the aging and decline of the philatelic audience .
The role of the U.S. Postal Service as a central part of society has changed with the evolution of communications. Further, today’s philatelic audience – the stamp collectors of America – is an aging one. To ensure the future of philately and the role of US stamps in popular culture, it is imperative that the USPS nurture new audiences. With this goal in mind, Powers Media identified early elementary school-age children as our target and created an educational initiative to reach this market.
The Approach
Understanding the surest avenue to this audience is through their educators, Powers Media designed a comprehensive stamp-based curriculum for elementary educators.
The Powers Media solution was to create the USPS Community Connection, a turnkey school/community partnership.
Drawing on the robust assets and content in the USPS Digital Asset and content management platform Powers Media developed an oversized colorful calendar with stamp art to illustrate the journey of our nation, which became the foundation for Teaching with Stamps. A comprehensive Teaching Guide, including extensive lesson plans and learning activities was created to support the Teaching with Stamps concept. Finally, the digital foundation was laid with USPSConnection.com that is updated daily with fresh and original content and a complimentary social presence.
Taking the Product to The Next Level
Powers Media partnered USPS Community Connection with high-profile educational partners to build program recognition.
Partnerships
Powers Media gained exposure for the program by developing partnerships with highly regarded educational institutions including the Smithsonian National Postal Museum and the American Philatelic Association. USPS Community Connection program materials are featured at the Smithsonian’s Annual Education Expo Teachers Night Out. And endorsements have been received by TIME for Kids, The Social Studies Professional – official online newsletter of the National Council of the Social Studies, and from Linn’s – the world’s largest philatelic magazine.
Conferences
USPS Community Connection is presented to select annual conferences and exhibitions including the American Philatelic Society’s StampShow, the bi-annual Congressional Stamp Exhibit, the National Council for the Social Studies and select home school meetings and exhibits.
Social Media
USPS Community Connection is on Facebook and Twitter to not only share material and updates with partners and educators, but to align the program with other organizations and groups of similar interest.
ROI
Efficiently coupling Big Content with innovative product development and creative marketing helps turn around interest in Philately and supplies much needed educational content to classrooms around the country.