Objective:

Motivate catalog sales companies to ship products to customers via the USPS using Endicia online postage.

Considerations

Habit & Mindset Change: Endicia prints U.S. postage, so we had to sell USPS in order to sell Endicia.

Since the 1980s, most businesses have come to regard USPS as unreliable and frustrating. And, using private carriers like FedEx and UPS is an ingrained habit.

New Category & Product: Endicia postage is not just a new product, it's a new category. We had to educate people about it, and get them to embrace the new paradigm.