This year’s Christmas campaign is launching in branch from next Monday, 11 November 2019, ready for our peak season for mails.
We catch up with Chief Marketing Officer, Emma Springham, to discuss how the marketing team will be supporting our postmasters and customers during our busiest time of year.
How will this year’s Christmas campaign help postmasters?
We know that your branches come in all different shapes and sizes, so the marketing team have been busy making sure the campaign is not one-size-fits-all. We’ve tailored the marketing materials we send to you by looking at what products perform the best by branch location and what gives you the best potential to upsell. As a result, we’ve found that there are three main groups of branches that will be able to promote either signed for delivery, next day delivery or international services. This way, your branch will get the relevant Christmas messages, so you can make the most of local opportunities.
A key role of the marketing team is to drive footfall into branches and ensure postmasters have the right tools to serve our customers and communities. In mid-November and throughout December, we will be using a variety of marketing to promote key Christmas messages. For example, we’ll make sure we appear in online search results so customers looking for last posting dates, mails services over Christmas, branch opening hours and more know that this is all available in your branches – watch this space.
What’s the theme of the campaign this year?
If there is any brand that can own the Christmas season, it is the Post Office. Our Postmasters go the extra mile to serve our customers and communities during our busiest time of year. So this year’s Christmas campaign will be centred on the theme ‘It’s Post Office Season’.
What can you expect to see in branch?
Your branch Christmas materials will arrive over the next few weeks, where in-branch space is available:
- Window Vinyls
- Pin pad advertising
We have been working closely with Royal Mail on joint materials in branch such as posters and leaflets, reducing the amount of paper in branches. Please remember to recycle any old marketing materials.
What are you doing differently this year to be better for postmasters?
Social media channels such as Instagram and Facebook will play a key part in this year’s campaign. Social media is a great channel for sharing content with a wide audience and helping you drive customers into your branches. A big thank you to all of the postmasters who have volunteered to test one of our social media licences. We have 450 postmasters signed up to our ‘We are Post Office’ social media app and we are busy preparing Christmas content for you to share over the festive period. Don’t forget that anyone can follow us Post Office on Facebook or Instagram and share content.
We’d love to hear your feedback on the marketing campaign. We also know that many of you often go above and beyond to help your communities and customers – if you are planning something special for your community before or during the Christmas period we would love to hear about it and help you share it.
Let us know what you think in the comments below or send us your stories to firstname.lastname@example.org.