USPS Integrated Recruitment Marketing Campaign

“Neither snow nor rain nor heat nor gloom of night stays these couriers from the swift completion of their appointed rounds.”

The United States Postal Service (USPS) is one of the largest business enterprises under federal operation. When it comes to employment, USPS compensation is higher, on average, than comparable private-sector organizations, with highly-competitive benefits. However, their recruitment marketing strategy was in need of some adjustment.

To help spread the word about these employment benefits and increase the number of applicants in Denver CO, the USPS utilized do it outdoors’ shadowfencing strategy. This strategy would increase message frequency and give their recruitment marketing efforts a boost.

We launched two mobile billboards with fully-customized routing to target restaurants, shopping centers and other high-traffic areas with the most consumer visibility. The shadowfence(s)—deployed via integration with the mobile billboards’ GPS systems—then served complementary mobile display ads to consumers who entered the area around the mobile billboards. The campaign lasted for 4 weeks, running Wednesday through Sunday.

Shadowfencing click-through rates (CTR’s) were 346% higher compared to the industry average; geofencing CTR’s were 234% higher compared with industry average.

Shadowfencing click-through rate exceeded expectations and was a strong indicator of frequency-driven performance. This case study was also a 2020 OAAA Local Case Study Award Winner.