PostNet Franchise Enters New Era With New Brand Messaging
Leading marketing services franchise unveils a new brand campaign that reaffirms its commitment to small businesses and franchisees
Spring is the season of renewal, making it the perfect time for PostNet to unveil its national brand campaign: POSTNET. YOUR LOCAL PARTNER FOR PRINTING, MARKETING AND SHIPPING SOLUTIONS.
The new campaign was orchestrated by PostNet’s executive team to demonstrate our network’s capacity for providing marketing services solutions to the millions of small businesses around the world, while also acknowledging our iconic brand’s origins as a pack-and-ship business.
“Our CEO, Steve Greenbaum, was being asked by our franchisees: ‘What is PostNet?’ ” says Rachel Reynolds, Director of Marketing at PostNet. “With all of our services and all of the revenue streams that our business model offers our franchisees, Steve realized that we needed a clear elevator pitch to define what we do and to move us forward.”
PostNet’s CEO selected Gyro, a global branding agency with offices near PostNet’s headquarters in Denver, Colorado. There they developed a plan to survey PostNet’s executive team, PostNet franchisees and the PostNet consumer base to determine what PostNet is at its core.
“We started with 100 different attributes that could suit PostNet,” Rachel says. “We used bracketology, the same methodology that goes into determining NCAA’s March Madness, and narrowed it down to a final four.
“Our final four attributes were local, customer service, quality and solutions,” Rachel says. “Still, we needed to take this list and create a message that would be true to where PostNet is now and where we are going. This is how we came to determine that PostNet is your local partner for printing, marketing and shipping solutions.”
PostNet is the local marketing services franchise that helps small businesses thrive
Small businesses are rightly referred to as the “engine of the American economy.” According to Forbes, the nearly 28 million small businesses in the United States employ more than “50% of the working population (120 million).” Forbes also reports that small businesses account for “65% of the net new jobs” created since 1995. More than half a million small businesses open every month, each facing similar challenges: how to effectively market services, how to grow and how to stay open.
At PostNet, we are passionate supporters of local businesses. We nurture their success by providing business-enhancing solutions to meet their printing, shipping and marketing needs.
We understand that every business is unique, so we take a collaborative approach to problem-solving. And because each PostNet location is locally owned and operated, we’re always invested in the local partnerships we serve.
“Each PostNet location is owned and operated by a local business owner, which means our
franchise owners understand firsthand the day-to-day challenges small business owners face
and are personally invested in the local partnerships they serve,” Steve Greenbaum says. “PostNet franchise owners are local business partners for the local business community — people who truly care about their customers’ success by delivering the right solutions to meet their printing, shipping and marketing needs.”
Our competitors are struggling to find a pathway into the marketing services space where PostNet already excels.
“PostNet is a nationally and internationally recognized brand, and we’ve remained nimble enough to stay ahead of demand,” Rachel says.“Brands like UPS and FedEx are having a very difficult time trying to move into the marketing services space due to their size and legacy. PostNet has effectively evolved from a pack-and-ship business to a B2B services provider through vision and tenacity.”
A bright future for a worthy brand
In 2015, PostNet opened 15 new locations across the country, including several in the bustling urban cities of Atlanta, Miami, Austin, Washington D.C., Dallas, Minneapolis and San Diego, and one on the West Virginia University campus, bringing the total number of U.S. locations to more than 260. The brand also expanded its network of international centers to nearly 400 locations.
After kicking off the year with exciting center openings in California, West Virginia, Connecticut, Georgia and Texas, PostNet is scheduled to open eight new centers in the first half of 2016. Throughout the year, PostNet will continue executing its new brand strategy, beginning with a national advertising campaign and a contest for small businesses to win a brand refresh of their very own.
“This is the first time that we are going to market talking about our brand promise,” Rachel says. “We’re marrying the brand launch with a limited-time offer of 25% off of our professional business cards during April and May. We’re also launching a national contest called ‘Spring Cleaning,’ where a small business will get its own brand refresh, complete with a custom-designed logo (if applicable), one custom-designed banner or poster, 500 business cards and 250 brand brochures, all from PostNet. The public will choose the winner on Facebook.”
To enter, all small business owners have to do is submit their brand via the campaign website for a chance to win a brand refresh package, now through May 31, 2016.
Learn more about starting a PostNet franchise
Ready to learn more about PostNet franchise opportunities? You can read interviews with PostNet franchise owners on our blog and learn more about our business model by reading over our research pages. To request even more information, download our free franchise report.