PostNet Digital Brand Awareness Campaign
Marketing Campaign, Art Direction, Storytelling
Overview
PostNet bills themselves as a one-stop shop for small businesses. Offering services from shipping to printing to about everything in-between — really, one of their service buckets is et cetera — each center is independently owned and operated. Being a small business themselves, they understand the needs of other small businesses and the importance of being involved in the local community.
Having never done a general brand awareness campaign before, at the end of 2022 we met for a planning meeting to determine the scope and breadth of what such a campaign could look like in the coming year. In that meeting, we honed in on their key point of differentiation from other larger brands such as the UPS Store, FedEx Office, or Staples. What we found is PostNet is “emotionally invested in building their customers’ businesses alongside them” — there’s a personal connection between franchise owners and their customers that you can’t find with one of their larger competitors.
Key visual for the campaign, putting PostNet customers and their businesses front and center to help emphasize the importance of their personal relationship with their local PostNet center.
This notion of partnership and personal connection led to the overarching campaign tagline: “At PostNet, we’re on a first-name basis.”
To visualize this connection and relationship, we set out to highlight customer stories by capturing personal vignettes about PostNet’s customers and their businesses. While it was still important to feature PostNet’s breadth of services in the campaign, by putting their customers front and center we were able to portray their point of differentiation through an emotionally captivating lens. The details about what they offer would come naturally later-on through the storytelling.
An example carousel post that highlights “fun facts” about the featured PostNet customers to help highlight the first-name basis relationship.
Social ads featuring different customer stories with photography that was taken on-site in their place of business.
Additional photography was used to highlight key PostNet services that were featured in each one of the customer stories.
The campaign visuals relied heavily on putting the highlighted PostNet customers front and center. Each key visual would feature a portrait of the hero(es) in their own business. The customers’ names anchored their photos — with each one set in distinctive typography to match their unique personalities and businesses. A tag beneath their name indicated their business and length of time that they’ve worked with PostNet.
Additional textural and product shots we’re taken on-location to round out the assets that could be used in ads to highlight services and augment the first-name basis story.
An example of paid social that was run for the nursing leg of the campaign.
A campaign guide was also created for center owners so that they could promote and share their own customer stories on their personal social channels.
While the primary focus of our storytelling was on telling customer stories, we also took the opportunity to feature several center owners and their customer relationships as well.
The end-result of the campaign was four feature videos highlighting the personal connection between PostNet center owners and their customers — a true first-name basis relationship.
More Work
