With the two cent increase in postage still fresh, a recent visit to USPS.com led me to The United States Postal Service Strategic Transformation Plan, 2006-2010. This discovery was well-timed to supplement the discussion in my current MBA Marketing Capstone classes about planning for marketing related to multiple futures in organizations.

The USPS plan is an example of a well-prepared blueprint to identify, forecast for and execute marketing initiatives and responses related to multiple futures that can be both positive and challenging.

The plan reflects a strong process and includes well-considered action items. Unlike other examples on the Web, this plan for multiple futures also includes the numbers used in the analysis, which can be difficult to obtain when evaluating plans that we might find for non-government entities.

The changing environment, particularly the technology of business and its use in adding value to the postal function for key stakeholder groups is a key concerns as USPS prepares for growth during the last half of the new century's first decade.

Revenue growth is planned from a variety of new marketing and partner programs. Offering current products in new ways,like the option for a flat rate Priority Mail box,and engaging partners to provide additional services like print on demand, are examples.

You can find the information on partnering with USPS on this interesting portal page about postal innovation which contains links for partners' proposal submission and the long term strategic plans by USPS along with a great deal of other interesting information.


The document continues to detail additional plans to cut costs, as well as to continue to add value, particularly at the "first mile" and "last mile" of the delivery process. Innovations and plans are organized by group of key stakeholders and include cost estimates.

Successes from the plan that are already being tested or offered show that USPS has started the year off with more than just the price hike. Online postage printing options, including products like PhotoStamps and relationships with Online postage providers have continued to advance since Stamps.com first got approved as a supplier of printed indicia nearly a decade ago.

USPS seemes to be succeeding so far in its efforts to expand customer service by combining Online services with its traditional offers has been well-executed, particularly its efforts to engage high-volume eBay sellers.

Marketers who use the postal service for marketing and fulfillment will also find value in integrating postal plans into their own considerations of multiple futures.

Consistent with the plan's discussion of its goals for expanding its relationships to post growth by delivering value to its customers and stakeholders, USPS is well-positioned to offer Online sellers and other businesses more than just those 2 cent stamps to go with our stamped letters.