Chris Holder offered an engaging
presentation about a United States Postal Service customer-facing featured
program called Informed Delivery.
“This is an opportunity to build
branded content with clickable space,” Holder explained. “And it’s free.”
Informed Delivery offers marketers,
organization leaders and communicators the opportunity to reach more direct
mail campaign audience members through a digital ride-along. In other words,
when subscribers of Informed Delivery receive their notification from the postal
service, a clickable link can be added by the sender for the receiver to act
“Imagine one-in-four subscribing
households clicking a link which takes them directly to your organization or
group web page,” Holder asked?
He explained there are currently 20
million Informed Delivery users in the United States and the postal service
expects that number to grow to 40 million by the end of 2020.
“Right now 12% of the households in
the United States are engaged by an Informed Delivery subscriber,” Holder said.
“Now imagine 63% of those subscribers clicking a link that drives them to your
information site? That’s staggering. And it’s available for free through the US
Holder said marketing decision makers
across the country are embracing this opportunity; from retailers to
manufacturing companies and even other universities. He said alumni groups,
admissions departments, and other organizations within universities are using
this service to enhance their communications and direct mail campaigns.
Holder concluded his presentation
explaining that the effort to create this digital ride-along is simple and
effortless and literally takes only a few minutes to create. He then offered
his personal contact information to the audience and encouraged them to contact
him for more information and assistance.
Presented by University Relations: Laura Johnson and Katie
the University of Minnesota must be kept on brand, but how do you be creative
while still complying?
Laura and Katie started off the presentation by defining what they think of the brand: It’s the space that you occupy in your audience’s mind.
Elements of the brand
are positioning, tone and voice, and visual identity. These help our audience
cut through the clutter.
Driven to Discover is
the brand position and it showcases who we are, how we’re set apart. The brand
position is broken down further. Driven is our passion to understand our world.
Discover is our focus and passion to change our world. It empowers the students
and the community. The brand position was established in 2006 and was all about
connecting to the mission of the University of Minnesota.
The voice of the brand
is leaders and being imaginative and daring. The tone is engaging, intriguing,
Why is it important to
connect to the brand? It helps with recruitment of students and faculty. It
engages alumni pride. The brand helps secure research proposals and grants.
It’s an umbrella under which we can communicate our messages.
By connecting to the
brand, departments can capitalize on what’s already working as the brand is
held in high regard nationwide. Departments can leverage the university’s
investments and it helps to amplify the departments’ stories too.
Staying on brand means
the primary colors used on all communications should be maroon and gold. To be
creative, there are accent colors that can be used to help differentiate
departments, and different graphic elements may be employed.