WASHINGTON: The Mailing and Fulfillment Service Association (MFSA)
is launching a campaign to increase confidence in the US postal system.
Dittus Communications will spearhead the effort.
The MFSA, formerly known as the Mail Advertising Service Association, is
an advocacy group representing about 800 companies in the US and Canada
whose bottom lines depend on the delivery of mail.
Fearing that the recent spate of anthrax infections spread through the
system will translate into irrational fear of the mail, the group
intends to educate consumers about security systems already in place to
prevent further spread of disease.
Key to this effort, said Eric Casey, director of marketing for the MFSA,
is building a coalition of like-minded mailers to get the word out. "Our
purpose is to build a sufficiently large coalition so we can do an
effective job of educating the public in terms of why they need not be
concerned about business mail," he said. "We're not a big association.
We know we can't do this on our own, but we want to serve essentially as
the catalyst to get the industry mobilized on this effort."
A meeting will be held this week for interested parties. Materials for
the campaign are expected to hit the street as early as the first week
To build the coalition, associate VP Jack Cox said the firm will be
looking to anyone who holds a financial stake in the viability of the
postal service, including "credit card companies, direct mail groups,
associations representing different sectors of the mailing industry, and
The campaign tactics will be decided largely by the size of the eventual
coalition, said Cox. Thus far, the effort consists largely of talking to
local reporters already covering the postal story from the anthrax
angle, and helping them expand the scope of their coverage to include
the impact on local businesses.