Bringing to life a campaign reflective of a company that is emotionally invested in its customers, one where the goal is for everyone to be on a first-name basis.

PostNet
First-Name Basis Campaign 2023/24
Industries
Solutions
Digital

For Them, and Us, It Isn’t ‘Just Business.’

In 2016 AOR redesigned and developed PostNet’s website. Since then, we’ve worked with them to develop campaigns, emails, and other marketing collateral. But more than that, we’ve developed deep partnerships and personal relationships with the people at PostNet. PostNet may be an international franchise corporation specializing in shipping, printing, design, and more, but they are also our friends.

And it’s the same way PostNet owners operate with their customers. We took that relationship-first mentality they have and leveraged it for an immense brand campaign in 2023 and again in 2024.

PostNet boxes stacked on a shelf

Connecting With All Their Neighbors

PostNet needed to expand its marketing nationally and make its brand more recognizable.

Who is PostNet? What do they do, but also, what do they stand for? How are they making an impact on their customers and the community?

We needed to answer those questions and do it in a way consistent with the brand PostNet had already spent years perfecting.

pm-slant-grey-top

Digging Deep for Inspiration

As always, the first step in our approach is a Discovery session, where we ask all the questions we need to ask and gather all the information that we need to do a great job.

This particular Discovery session directly inspired the campaign creative. It was a sentence said at the back end of a conversation that got our attention — “Many of our owners are on a first-name basis with their customers.”

So, we got to work. We developed a campaign concept around the line, “At PostNet, we’re on a first-name basis.” We needed to tell deeply specific and personal customer and owner stories in order to prove to the audience that PostNet truly does get to know their community beyond business.

pn-keyvisual-stan

Operating on a First-Name Basis

After gathering our finalists through an internal nomination process, we set out to interview owners and customers, went to their businesses, and captured their stories. After we ran the 2023 campaign, we discovered that the ads highlighting customers resonated more with our audiences, so in 2024 we focused solely on three businesses that utilize PostNet for various reasons.

Our process both times involved: copywriting, design, digital ad execution, monitoring/management, reporting, and video/photo production/editing.

a phone mock-up with koda crossfit postnet collateral pictured

In 2023…

Koda Lifted Our Spirits

This is Kevin

Owner of Koda Crossfit, PostNet Customer Since 2017

Darden’s Delights Filled Our Passion

This is Betsy and David

Owners of Darden’s Delights, PostNet Customer Since 2016

Shawna Inspired Us

This is Shawna

Owner of PostNet Lakewood Ranch Since 2010

Shelly Reminded Us That Kindness Matters

This is Shelly

Owner of PostNet Syracuse Since 2018

In 2024…

Respire Haiti Warmed Our Hearts…

This is Megan

Owner of Respire Haiti
PostNet Customer Since 2021

…Marathon Motivated Us…

This is Tausha

Founder of Marathon Real Estate
PostNet Customer For 15 Years

…and ANP Gave Us Our Puppy Fix. 

This is Bruce

VP of Sales and Marketing at American Natural Premium Pet Food
PostNet Customer For 8+ Years

pm-slant-dark-top

PostNet sticker on the outisde of the storefront that says 'proud supporter of small business'

At PostNet, We’re On A First-Name Basis

The best part of this project was getting to know our selected owners and customers throughout both years of the campaign. They embody the mission and values of PostNet to their core. It was an honor to witness their passion and perseverance, even if it was from behind the camera.

We took their stories, captured them on film, with the help of our video production partner, Flying Giant Productions, and brought them to life through digital marketing platforms. We needed the world to see what they had to say, and by the end, they did.

pm-slant-dark-btm

Looking At Things on a Best-Number Basis In 2023

25M

Impressions

200K+

Clicks on the Website

72K+

Conversions on the Website