USPS markets to ethnic minorities

WASHINGTON, DC: The United States Postal Service (USPS) has for the first time hired three multi-cultural agencies to implement a marketing campaign aimed at ethnic minorities.

WASHINGTON, DC: The United States Postal Service (USPS) has for the first time hired three multi-cultural agencies to implement a marketing campaign aimed at ethnic minorities.

WASHINGTON, DC: The United States Postal Service (USPS) has for the first time hired three multi-cultural agencies to implement a marketing campaign aimed at ethnic minorities.

The full-service agencies named were Chisholm-Mingo, which targets the African-American market; Asianese Partnership, specializing in the Asian-American market; and the Bravo Group, a Hispanic agency that was already working with USPS.

All firms are New York-based and share an undisclosed budget. USPS awarded its advertising account last week to Leo Burnett for corporate work and FCB for direct and interactive marketing duties. The business is said to be worth dollars 140 million.

The agency briefs include public relations and community relations as well as other marketing disciplines. The firms will be expected to develop communication strategies through print, broadcast and online activities in the languages of minority groups.

One initiative already implemented is a Spanish language Web site, (www.usps.com/correo).

'The postal service is growing and there is a need to increase brand awareness and generate revenue,' commented Roy Betts, manager of specialty communications.

The US Postal Service does not have a PR agency of record.





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