Every Door Direct Mail Overview
Overall: Music plays in background for entire video
<Image of the United States Postal Service Eagle Logo appears on screen>
<A white bar is at the bottom of each page, featuring the United States Postal Service Eagle Logo.>
VO: For many businesses, Direct Mail has long been the medium of choice for promoting products and driving sales. Because it gets directly into the homes and the hands of consumers, mail has a one-to-one power that’s hard to match.
<Image of a tailor, pizza shop owner and grocer appear on screen. The images are covered up by closing doors. The doors open back up to reveal three consumers reading Direct Mail.>
VO: That power is now available to your business in a service that makes Direct Mail easier to execute and more efficient to produce.
Text: A MAIL SERVICE TO HELP YOU PROMOTE YOUR BUSINESS. Appears at bottom of screen.
VO: This service is called Every Door Direct Mail. Over the next few minutes, we’ll show you what Every Door Direct Mail is, and how it can help you reach every address in the neighborhoods around you.
<Images fade. Green street sign reading “Direct mail” appears on screen. The words “Direct Mail” change to “Every Door Direct Mail” >
VO: But to understand this service’s full potential, let’s start by taking a look at the other media choices available.
<Sign exists to right. A circle made up of words zooms in. The words “TV,” “Digital,” “Newspaper,” “Social,” “Marketing,” “Media.” and “Mail” highlight in yellow>
Text: Today’s media world comes onto screen over the text circle graphic.
VO: And there are lots of them. In fact, today’s consumer is inundated with media messages. And when they only seem to remember 4 out of almost 3,000, making sure you’re choosing the right media channel becomes even more important.
Text: CONSUMERS ARE INUNDATED WITH MEDIA MESSAGES. Exposed to 2,904 media messages. Pay attention to 52 of them. Positively remember 4 of them comes onto screen as the voiceover says each.
VO: Let’s say, for example, that you’ve got $3,000 to spend promoting your business. Choosing the medium that best suits your business is easier if you weigh the benefits and drawbacks of each.
Text: WHICH MEDIUM BEST FITS MY BUSINESS? PRINT, MAIL, ELECTRONIC? Comes onto screen as the voiceover discusses choosing medium channels based on a $3,000 budget.
<Large street sign pops up on screen. The sign has an arrow on it, which splits into three different arrows, pointing to “Print,” “Electronic,” and “Mail.”>
<Sign exits. A stack of newspapers drops into the frame>
VO: Newspapers offer quick turnaround and fairly broad reach but a short life span for your message. If someone misses an edition, they may miss your ad. If you use images in your ads, reproduction quality is lacking. Even with an insert, you compete with other ads. And cost? In a midsize market, $3,000 might get you a newspaper ad that is only 3 inches by 4 inches.
Text comes on screen as the voiceover says each: LOCAL NEWSPAPER/INSERTS. STRENGTH: Produced quickly. LIMITATIONS: Short life span. May miss your ad. Poor reproduction quality. COST: For $3,000, you might get a 3” x 4” ad to run 15 times in a midsize market neighborhood paper.
<Newspapers drop out of bottom of frame. A magazine stand with the word “FREE” on it appears>
VO: With local free ad magazines, the cost may be low, but your ad can easily get lost among all the others. These publications typically have long lead times, which makes them less than ideal for quick announcements like sales. Your ad may appear next to other ads that may not suit your brand or image. The distribution of these publications is often limited and can be infrequent.
Text comes on screen as the voiceover says each: LOCAL FREE AD MAGAZINE. STRENGTH: Low Price. LIMITATIONS: Lots of “ad clutter.” Long lead times. Other ads may not suit your image. Frequency and distribution challenges.
<Stand exits. Radio waves appear in the background, turning into a clock radio>
VO: Radio gives you a very broad reach, and depending on the program, your image could be enhanced. But radio ads during prime listening times can have limited availability. And the listenership of local radio has been impacted by the presence of MP3 players and satellite radio. As a result, you may need to increase your frequency to make an impression. And because of radio’s wide reach, you may be paying to talk to a lot of people who aren’t your customers. In terms of cost, in a midsize market $3,000 might get you a 60-second spot that runs twice a day, and you won’t know if your target is listening.
Text comes on screen as the voiceover says each: LOCAL RADIO. STRENGTHS: Broad reach. May enhance your image. LIMITATIONS: Good time slots have limited availability. Requires more frequency to be effective. Pay to reach a lot of people who aren’t your customers. Cost: In a midsize market, $3,000 could get you one 60-second spot that runs twice a day for a month. 
<Clock radio disappears. A laptop appears>
VO: Today, e-mail has become a popular choice. It’s another low cost option that’s quick to produce and get to market. Also, e-mail’s results are fast and easy to measure. But your message can be forgotten or deleted with the push of a button. Spam blockers may keep your message from even being delivered to the inbox. And standing out is a problem when your message is dumped into an inbox full of clutter.
Text comes on screen as the voiceover says each: E-MAIL. STRENGHTS: Low cost. Quick to market. Fast measureable results. LIMITATIONS: The delete key. Spam blockers. Get lost in the clutter. 
<Image of yellow door with mail slot drops down and camera zooms into mail slot revealing a green street sign that says “Direct Mail.”>
VO: So the question becomes, Why is Direct Mail a great marketing choice?
Text: What do you get from Direct Mail? 
VO: Mail has a number of strengths. It’s portable, measurable, tangible, and manageable.
<The words “Portable, Measureable, Tangible and Manageable” highlight in yellow as the voiceover says them.>
Text: MAIL IS: Portable, Measureable, Tangible, Manageable highlight in yellow as the voiceover says each while “MAIL IS” scrolls down to each.
<Square images of consumers reading mail gradually fade in and cover the screen> 
VO: Consumers can save mail to read later, share it with others, keep mailed coupons on a refrigerator or in a purse – and then bring those coupons to your business so you know how effective your mailpiece was. 
<Images disappear and a picture of a couple reading Direct mail in their kitchen appears>
VO: 81% of recipients read or scan their mail, with over half reading catalogs and over 50% of consumers favoring mail for unsolicited promotions.
Text comes onto screen as the voiceover says each. Each statistic rotates and turns into the next as the VO says it: Mail can help get your message noticed and read. 81% of households say they read or scan their mail daily. 51% of households read catalogs. 54% of consumers favor Direct Mail for receiving unsolicited promotions from unfamiliar companies, compared to other media channels. Source: United States Postal Service®. 2010 Household Diary Study.
<Image flips around to reveal a bike store owner and a customer looking at a red bike>
VO: Direct Mail has directly influenced more consumers to make purchases than any other medium. In fact, 76% of consumers have purchased something, thanks to Direct Mail. That includes a whopping 75% of 25- to 34-year-olds. And guess which demographic is most likely to be influenced by Direct Mail? 18- to 24-year-olds. In other words, mail still cuts through the clutter and connects with young shoppers in today’s digital age.
Text comes onto screen as the voiceover says each. Each statistic rotates and turns into the next as the VO says it: DIRECT MAIL CAN AFFECT BUYERS IN A BIG WAY. 76% of consumers have been influenced to purchase by Direct Mail. 75% of 25- to 34-year-olds have made a purchase as a result of Direct Mail. Direct Mail connects with young buyers, with ages 18 to 24 influenced the most. Source: 2009 Channel Preference Study, ExactTarget.
<Image flips to reveal a woman outside reading a flyer>
VO: When compared to other mediums, mail is personal – particularly when it comes from a local business. Three out of four people say they read mail from retailers. And the most dedicated readers are women age 35 to 49.
Text comes onto screen as the voiceover says each. Each statistic rotates and turns into the next as the VO says it: MAIL IS PERSONAL – CONSUMERS TAKE OWNERSHIP OF IT. 76% say they read Direct Mail from retailers. 86% women age 35-49 are the most dedicated Direct Mail readers. Source: Print in the Mix research summary of Vertis Customer Focus, Direct Marketing 2009: Retail.
<Image flips and turns into three images of consumers reading Direct Mail.>
VO: Another point of note: Mail readership is growing. Most age groups are reading more often with the largest increase in retail Direct Mail readership among 35- to 49-year-olds.
Text comes onto screen as the voiceover says each. Each statistic rotates and turns into the next as the VO says it: Direct Mail readership has increased across most age groups. The largest increase for both has been in the 35-49 age group. Source: Print in the Mix research summary of Vertis Customer Focus, Direct Marketing 2009: Retail.
<Yellow door closes over the image>
VO: Mail drives a higher return on investment (ROI) than almost any other medium.
Text: MAIL DELIVERS HIGHER ROI. comes onto screen, one word at a time, as the voiceover says the word. Text minimizes and shrinks into lower left corner of screen under picture.
<Door opens and reveals a customer at a store, paying with a credit card>
VO: In fact, according to the Direct Marketing Association, every dollar spent on Direct Mail generates an average of $12.57 in sales.
Text Direct Marketing Association: Every dollar spent on Direct Mail returns $12.57 in sales. Source: The Direct Marketing Association, The Power of Direct Marketing, 2009-2010. comes onto screen as the voiceover says it.
<Image rotates to reveal a store owner in a red and white apron standing outside her shop.>
 Text: Every Door Direct Mail is on screen and moves to the inside of the green sign as the voiceover begins.
VO: And now let’s talk about Every Door Direct Mail – a great way to take advantage of the marketing power of mail. You can produce your mailpiece quickly, and your message gets right into consumers’ hands. They can read it on their own time, keep it for future use, and share it with others. Best of all: You could reach 100% of about 7,500 local neighborhood prospects near your business twice for about $3,000.
Text comes onto screen as the voiceover says the sentence: Every Door Direct Mail. Can be produced quickly, sorted, and submitted for mailing by a printer. Gets right into the hands of your audience. Can be kept for future use and shared. Could reach 7,500 prospects close to your business twice for around $3,000. 
<Image flips to reveal a Postal carrier in a truck delivering mail to a mailbox> 
Text in green sign “EVERY DOOR DIRECT MAIL” shifts down and text “REACH EVERY MAILING ADDRESS” appears on top line.
VO: Here’s the key benefit of Every Door Direct Mail and what sets it apart from traditional Direct Mail: It allows you to reach every address on one or more carrier routes without needing names or street addresses. The mail carrier simply drops your mailing in every mailbox in the area you select during the day’s mail delivery. And that means you no longer have the cost of printing names and street addresses on your mailpieces.
Text appears on screen as voiceover discusses the key benefits of Every Door Direct Mail: AN EASIER WAY TO USE DIRECT MAIL. Simplified preparation. No need for names or street addresses. Save on printing costs. 
<Image flips and becomes an image of a grocery store worker standing outside the store. Image of green sign rotates off screen. To the right, an example of a Standard Mail Flat mailing piece zooms onto to the screen. This mailpiece is an example that a grocery store may send, featuring a $5 coupon and the locations of the store. The mailpiece also shows the minimum and maximum dimensions of a flat.>
VO: Here’s an example of what you can send, a Standard Mail Flat. It can be anything from a large postcard to a brochure. A flat gives you plenty of space to stand out in the mailbox, include as much product info as you need, and even feature coupons.  
Text: Maximum Dimensions: 15” long OR 12” high OR .75” thick. Minimum Dimensions: 11.5” long OR 6.125” high OR .25” thick appears on top of the example of the standard mail flat as the voiceover discusses this format of mail.
<Image of a tailor appears on screen with a blue street sign with text “No Addresses. No Permit. No Annual Fees. Every Door Direct Mail Retail.”>
VO: Businesses also have the option of choosing Every Door Direct Mail Retail – an even simpler, more cost-effective version of our Every Door Direct Mail service. Designed to give smaller businesses an easy, low-cost way to get your marketing message to a local audience, Every Door Direct Mail Retail doesn’t require a postage permit and has no annual postage-permit fees. Up to 5,000 Standard Mail flats can be dropped off at the local Post Office serving your targeted area. Just bring in your prepared and bundled mail, and we’ll deliver your mailpieces during regular mail delivery.
Text appears on screen and changes as the voiceover discusses EDDM Retail. Simpler. More cost-effective. Easy. Low Cost. No postage permit required. No annual fees. Standard Mail® flats only. Up to 5,000 pieces accepted per day. Pay with cash, check, debit card, or metered postage.
<Image spins around to reveal an aerial view of a neighborhood with a United States Postal Service truck driving through>
VO: To help you begin using Every Door Direct Mail, we’ve developed the Every Door Direct Mail online tool. It helps you identify carrier routes near your business, determine how many mailpieces you’ll need, prepare your mailing documentation, and calculate postage in real time.
Text is on screen as the voice over discusses the online tool. EVERY DOOR DIRECT MAIL TOOL usps.com/eddmtool. Identify carrier routes. Determine how many pieces you’ll need. Create the necessary mailing documents. Calculate postage in real time. 
<Image disappears and a picture of the online tool zooms in>
VO: It can even help put your business at the center of the action.
<Screen closes in on the “By Location” tab, which is circled in red marker.>
VO: Use the Search by Location tab to use your own address as the center point of your mailing area.
 <Camera zooms back out and the red marker circles the “Mile Radius” option.>
VO: Then choose how large a radius you want to mail to, and we’ll deliver to every mailbox in between. It’s just one of the benefits of being able to choose exactly the mailing routes you want.  You can access the tool at usps.com/eddmtool
< Image flips around to reveal a screen capture of the Every Door Direct Mail webpage on USPS.com>
VO: We also have information at usps.com/everydoordirectmail that details the formats you can use and other specifications.
Text: usps.com/everydoordirectmail rolls onto screen as a screen capture of the webpage appears.
<A street sign replaces the webpage and reads “Every Door Direct Mail.”>
VO: So get started today. You can do much of it on your own, if you’d like. Or you can work with local agencies and print shops to create, print, even do the paperwork and deliver your new mailing to us. With Every Door Direct Mail, the choice is yours! 
Text: Get started today appears as the voice over invites you to use the service.
VO: Thank you for taking the time to learn about Every Door Direct Mail. We hope you’ll add it to your media mix today, and see what mail can do for you.  
Text: Thank you. appears on screen. Disclaimer reads: ©2011 United States Postal Service®. All Rights Reserved. The Eagle Logo is among the many trademarks of the U.S. Postal Service®.>