PostalAnnex Unveils New Brand Identity; 'Today's To-Do's... Done'

PostalAnnex , the nation's third largest postal services franchise, launches its holiday campaign with a new brand identity and slogan.

"Today's To-do's...Done" will replace "Your Home Office." All print ads, posters, point-of-sale, collateral and flyers will boast new colors, typography and new appeal to customers.

"We analyzed our demographics and conducted research on buying habits and what makes people use a postal service company," said Jack Lentz, chief executive officer of the 270-office franchise. "It became clear that our customers see our services as a timesaver or a convenience. That philosophy denotes a need for a brand image that explicitly demonstrates how we can make life easier."

PostalAnnex will introduce its new image with a holiday campaign targeted to consumers eager to unload the chore of shipping and packaging holiday gifts. In-store signage, direct mail and flyers move away from PostalAnnex's more corporate red-white-and-blue graphic standards and rely on an emotional response rather than one base solely on price. Customers are depicted at the moment of relief when their "to-do" list is completed.

Much of the research supported this branding direction. The business of life has become increasingly complicated with working parents, school, less free time, and more disposable income. PostalAnnex secondary research showed that the majority of postal services users were driven by a need to save time; not money. Additionally, the SOHO (small office home office market) is thriving. The U.S. Commerce Department reported that in 1998 that more than half of U.S. small businesses are home based.

Home-managed businesses are the fastest growing segment of the U.S. economy. PostalAnnex can provide virtual and not-so-virtual services to the small business market as well.

"All our competitors will discount prices to drive business during our industry's busiest time of the year," said Lentz. "Of course we're competitive with our pricing, but customers need to know that business and family can be taken care of at one place...it's about service and great follow-through."

Founded in 1985, Postal Annex is headquartered in San Diego and has 270 Franchises throughout the nation. PostalAnnex offers complete packaging and shipping services and each PostalAnnex service center is an UPS Authorized Shipping Outlet and Authorized FedEx Ship Center. Each store also provides copy services, mailbox rentals, faxes, Notary, office supplies, keys, and greeting cards.