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Academic Outreach

The Postal Service has developed an Academic Outreach program to reach future marketers and demonstrate the value of direct mail. The average consumer wants to move seamlessly between the physical and digital worlds…

…And yet, traditional marketing channels like direct mail are not often taught at the college level anymore.

The Postal Service in association with industry experts and educators developed college level course content about direct mail and its role in providing seamless experiences for consumers through integrated marketing.  Our mission is to help educators prepare marketing students with the direct marketing skills they will need to compete after graduation. This program is designed to be a framework and can be used by topic, module, or in its entirety of 14 weeks.

 

Postal Customer Council® members nationwide are reaching out to local colleges and universities to develop relationships with the school’s marketing departments. The goal is to educate marketing and graphic communications professors how direct mail coursework can enrich their curriculum and inform students about the power of direct mail in an integrated marketing campaign – both from a marketing and graphic communication perspective.

PCCs are encouraged to:

  1. Identify Member Connections – Within the membership of your PCC, identify any known connections with educational institutions teaching Marketing or Graphic Communications programs. Engage your membership and explore the kinds of connections you already have (alumni, board members, adjunct professors, universities as active PCC members, etc.). As leads are identified have members provide information on the PCC Academic Lead form and the Postal Service will contact them to develop a follow up plan.
  2. Circulate Industry Survey – The Industry Survey can be found at: https://www.surveymonkey.com/r/USPSacademic_outreach. Please share the link with your membership, and encourage your members to complete an Industry Survey to share information about industry hiring needs. This information will be used when we approach professors and encourage them to adopt our direct mail and graphic communications education materials. 
  3. Sign up Industry Experts - Encourage PCC members to volunteer and sign up on the Academic Outreach Industry Expert Sign-Up to be an industry expert when colleges adapt the course curriculum. As universities explore incorporating this curriculum, our network of industry experts could be extremely helpful to schools in providing classroom presentations, tours and possibly live client projects for the students.

Connections within the universities and with the students can provide a great pipeline for PCC membership drives as well!

Please send a message to academicoutreach@usps.gov for further information.

Description

So why engage the PCCs with the Academic Outreach initiative? As an industry, we are all affected by the larger decisions that marketers everywhere are making, about how they allocate their budgets and how they choose which marketing channels to use. If marketers and Chief Marketing Officers (CMOs) aren’t aware of the power of mail and the importance of its role in effective multi- and omni-channel communications, they are less likely to choose mail as a channel, or seek out employees and resources who have this expertise.

By improving our outreach to Academic Institutions, and facilitating the inclusion of direct mail in higher-level curriculum, we can help facilitate the understanding of its value, and sustain long-term usage of mail. These decisions benefit everyone in the industry – from the marketer/mailer and ad agencies, to printers, technology providers, list brokers, data professionals, etc. – and to support the long-term stability of the Postal Service as well.

In order for Academic Outreach to work, it needs support from YOU! The PCCs are a vital link in this process. Here is how our PCC can benefit from supporting Academic Outreach:

  • By engaging and supporting the academic institutions within our PCC, we can build new relationships and help to not only engage our existing members, but to connect with new potential members, and grow our local PCC membership and engagement.

  • By encouraging our PCC members to support speaking engagements or live client projects, we can help support industry opportunities and relationships. Most universities and academic institutions have robust marketing efforts, so this is a great way to create connections and explore how our industry can support the needs of these institutions – both in the classroom and beyond!

  • By helping to support the educational opportunities of students in these disciplines, we all enrich the caliber of the graduating students – and help support the development pipeline for our new hires! This will help reduce the learning curve of new employees, and help expand the knowledge of the power of direct mail, where ever these students go to work!

 

The following collateral and videos are currently available:

Videos – The videos show the two experiences with students from Clemson and Bentley Universities.

Downloadable brochure – This brochure can be shared with colleges and professors via mail or email to provide them with an introduction to the Integrated Direct Marketing coursework.

• Syllabus  - Our mission is to help educators prepare marketing students with the direct marketing skills they will need to compete after graduation. This program is designed to be a framework and can be used by topic, module, or in its entirety of 14 weeks.

PCC Handout – A two-page handout that gives PCC members an overview of their involvement in this Academic Outreach Initiative

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